Motion Picture News (Jan-Feb 1923)

700 Motion Picture News Appropriate lobby display sign Used by Aseher's Hearts ' Merrill theatre, Milwaukee, for "Hungry Racing Atmosphere Utilized in "Garrison's Finish'" Stunts Seattle, Wash. — As part of his extensive exploitation program for " Garrison's Finish " when it played at John Hamrick's Blue Mouse theatre here recently, Publicity Manager Vic Gauntlett attired the cashiers and girl ushers of the house in elaborate jockey costumes. The lobby decorations of the theatre featured the race scenes in the picture. A life-size cut-out of Jack Pickford as the jockey on his horse was placed on each side of the lobby immediately in front of a painted scene resembling a crowded racetrack. In transparent letters, illuminated from the rear and intermittently lighted by large colored lamps, the words " Garrison's Finish " appeared just in the background, behind the horse and jockey. Window card and newspaper advertising also carried out the racing idea, much of it being put out in the shape of a large horseshoe, and all of it emphasizing the racetrack theme of the story. Blank Book Stunt Utilized for "Trifling Women" HAMILTON, O.— Managing Director Fred S. Meyer of the Palace theatre used the " What I Know About Wo men " booklet, with blank leaves, to excellent advantage in exploiting " Trifling Women," giving it an added angle of interest thiough an advance advertisement. In conjunction with the exhibition of the picture, Mr. Meyer inserted this advertisement in the newspapers: " 1923's biggest seller will be off the press tomorrow. ' What I Know About Women.' by Harry Silver. Free copies may be obtained tomorrow at Radcliffe's, Berkowitz's. and Len and Schwartz's." These are drug stores and cigar stores. The volume was a four-page leaflet. On the first page was an announcement of the picture. On the back page was the tftle, " What I Know About Women," a drawing of one of them in lingerie, and the direction. " Now turn to the inside pages." These were blank. Mr. Silver, the author, incidentally, is resident manager of the Palace. The leaflet was highly perfumed. "Eternal Flame" Tie Up with Little Theatre League RICHMOND, VA. — The Broadway theatre, of which Jack Reville is manager, obtained excellent publicity for "The Eternal Flame" through a private screening for the Little Theatre League, representative of civic leaders in all lines of activity, which resulted in an endorsement from the league. Manager Reville's idea of interesting the Little Theatre League was only one of many exploitation angles. " The Eternal Flame " candle also shed its light and the Norma pearls glistened in the windows of several stores to help the Broadway theatre. Ties Up with Candy Store on "Dr. Jack" Happy Bags McALESTER, Okla.— Manager Earl Settle of the Palace theatre made particularly effective use of the happy bags furnished as an exploitation aid on " Dr. Jack," through a tie-up with a candy store. Special announcements were made in all the newspaper ads to the effect that Dr. Jack's happy bags filled with candy would be given away to boys and girls attending the theatre Saturday. The candy was given to Mr. Settle free by a local confectionery store. Mr. Settle states that this was a splendid bit of exploitation as the children would carry the bags of candy home with them which was just another ad for the picture. Simple Street Ballyhoo Used on "Rich Men's Wives" Augusta, Ga. — A simple teaser ballyhoo that brought excellent results was used by Manager F. J. Miller of the Modjeska theatre in exploiting "Rich Men's Wives" for three days in advance. From the Cadillac agency he borrowed a new Cadillac limousine in exchange for a slide on the screen. Two red and gold uniforms were borrowed from the Vanderbilt hotel, one for a chauffeur and one for a footman. A fashionably dressed young lady sat inside with the curtains half drawn and was driven all over town. Stops were made at all important stores. The footman would alight, open the door and assist the young lady down. While she was in the store he would stand at attention by the door. When she returned he would help her in, close the door, resume his seat and the car would drive off. The only advertising carried on the car was a small sign on each side reading, " Rich Men's Wives." $ 'RICH MENS WIVES" C°MEDV HOUSE PETERS CLAIRE WINDSOR torches hold up" Shadow-box, banner and accessory material for "Rich ^fcn's Wives," arranged in the lobby of the Sjrand theatre, Memphis, Tenn., by H. B. Clarke, manager