Motion Picture News (Mar-Apr 1923)

1170 Motion Picture News Prizefight Window Cards for "Leather Pushers" NEW YORK, N. Y.— Joe Weil, Universal exploiteer, designed an effective window card for " The Leather Pushers " at Manager Irving Rosenthal's Benenson theatre in Harlem. Al Suchman, supervisor of a chain of theatres, asked Weil for an inexpensive exploitation stunt. The result was a window card, printed in red, with a cut of a boxer at one side, the copy reading: Prize Fight. Kid Roberts (Reginald Denny) vs. Joe Kenney, the Chickasha Bone-Crusher, for $5,000 purse. Ringside seats (orchestra) 22 cents; loges, 30 cents. The theatre name and billing followed. These cards created wide comment and got the attention of those interested in the manly art. Appropriate lobby display for " Dr. Jack " employed by J. B. Carroll, manager of the Imperial theatre, Ashevillc, N. C. Attractive Lobby Made Up of "Singed Wings" Gut-Outs Beaumont, Texas. — Manager Tom Clemmons built a most attractive lobby display to advertise "Singed Wings" at the Tivoli theatre. He made use of the poster 24-sheet to furnish him cut-out letters and a scene from the picture. These cut-out letters were hung on invisible wires across the entrance to the lobby and the large scene cut-out showing Bebe Daniels dressed as a moth hung on other invisible wires stretched across the entrance to the lobby. Mr. Clemmons placed heralds under the front doors of two thousand homes several day's in advance of play date. He also used a series of teaser ads in the newspapers. Special Lobby Display Put in on "The Hottentot" ANN ARBOR, Mich.— Manager Sid Helsdon of the Arcade theatre did the lobby over for "The Hottentot " to resemble the entrance to a race track. The Hottentot colors of black and white formed a silk ceiling covering. Two box stalls were built in the lobby's reinforced floor. These were lined with black silk inside and a black and white checker effect on the outside. Two beautiful white horses were tied inside the stalls during the time the picture was running. Perfect co-operation was obtained from a riding academy which not only furnished the horses for the stalls but provided a street parade of five horses at very little cost because of the advertising it gave the academy. The natural tie-up for a steeplechase picture was effected when the Quarry Drug Company put in a window display of liniments. The figure of Sam Harrington picking himself up after his first introduction to " The Hottentot " was used in a window still with the caption: "We recommend Quarry's liniment for Sam Harrington after his ride in ' The Hottentot.' " Auto Tags Given New Line for "Eternal Flame" RED OAK, Iowa— Manager H. C. Beardsley of the Beardsley theatre temporarily forgot the anti-speeding slogans for auto tagging, and gave his " Eternal Flame " tags a different catch line. Sniping space on all vacant automobiles on the street, he attached a tag bearing the copy: " This automobile is not For Sale as the family will probably need it to carry them to the Beardsley theatre to see Norma Talmadge's greatest picture, ' The Eternal Flame.' " Identification Contest Is Run On "The Pride of Palomar" Milwaukee, Wis. — Bob Gary, Paramount exploiteer, sold the Wisconsin News on the idea of running a special feature with the caption, " One Guess — It's Worth It," on " The Pride of Palomar," playing at the Butterfly theatre. As a guessing contest it wasn't one at all, and so strictly conformed to the mail regulations. It consisted of pictures of Marjorie Daw, Forrest Stanley, and other featured players of the production. Their real names were given, but a blank left for the character they were to impersonate in the picture. This ran five days in advance of the showing. The only guide the participants had was the fact that a week before the story had completed its serial run in the Wisconsin News and the stunt not only benefited the theatre but tied up with the fiction feature of the News as well. Prologue to " East is West " used by B. F. Keith's Prospect theatre, Brooklyn, AT. Y.