Motion Picture News (Mar-Apr 1923)

March 10, / ? •? J 1171 no. o\j, te.j2ts.cu> QBisaa UH Unique rustic front fur "The Old Homestead," gotten up by Robert N. Greer, exploiter for the Phoenix Amusement Company, at the Alamo theatre, Paris, Ky. The inside of the " house " was papered and furnished Unusually Complete Campaign for "The Third Alarm" Chicago, 111. — A campaign of unusual thoroughness, involving a tic-up with John F. Cullerton, Fire Commissioner of Chicago, was put over for the engagement of " The Third Alarm " at Barbee's Loop theatre by the man agement, in conjunction with J. J. Sampson, manager of F. B. O.'s Chicago exchange, and Louis Kramer, F. B. 0. exploited-, who handled the details. A small percentage of the gross receipts was given to the Chicago Fire Department. In return for this small percentage the Fire Department placed the last horse-drawn steam engine Chicago used in front of Barbee's theatre. They also placed the first pump Chicago ever had, a relic from the days of 1852, on the street in front of the theatre. The Fire Department secured permission of the police to allow the equipment to stand there day and night for two weeks. A fire company composed of the very latest motor-driven apparatus of the department was paraded through the Loop every two hours from 11 A. M. to 8 P. M. to show the contrast between the old and the new apparatus. This apparatus carried big banners calling attention to " The Third Alarm." Commissioner Cullerton wrote the Boy Music window tie-up on "The Third Alarm" during its run at the National theatre, Greensboro, N. C. "On the High Seas" Given U. S. Navy Tie-Up WICHITA FALLS, Texas— Manager Robert Sparks of the Olympic theatre advertised "On the High Seas" with a tie-up with the local naval recruiting officer. Special one sheet posters were printed to read: "Join the Navy for a Life of Thrills 'On the High Seas,' such as Dorothy Dalton and Jack Holt at the Olympic theatre, Thursday-Friday-Saturday." These one sheets were posted on the regular one-sheet board used by the Navy and placed up and down the sidewalks in the business district. In the lobby of the theatre Mr. Sparks placed material that had been loaned him by the naval recruiting officer consisting of life savers, sailor uniforms, anchors and other maritime equipment. Scouts and asked them to co-operate in an exterfsive fire prevention campaign in which the Scouts were to perform their " one good deed each day " by collecting rubbish in yards and alleys to be burned at a public bonfire. Mr. Cullerton also made arrangements with John Dill Robertson, Superintendent of Schools, to have a special " Third Alarm " fire drill in all the public schools in Chicago. Signs were placed on all fire boxes calling attention to the location of the box and also carrying the injunction In see "The Third Alarm" at Barbee's. With this same idea in mind, signs were placed on all fire hydrants instructing automobilists to comply with the parking law. The signs on the hydrants also instructed all to see " The Third Alarm." Botli signs carried the signature of the Fire ( lommissioner. An ad was then run in the papers advertising for a beautiful and daring girl to jump from the roof of Barbee's theatre into a life net at 2 o'clock on the opening day of " The Third Alarm." While this ad gave all the details of a jump, it did not say that a girl was going to jump. It merely advertised for a girl to jump. Kramer received 64 applicants who were willing to make the jump, while hundreds came down to see the girl ou Monday. Timely Teaser Campaign with Local Angle for "Gimme" Richmond, Va. — The exploitation campaign for " Gimme," which Goldwynner William N. Robson exploited for its showing at the Colonial, was featured by a series of " Gimme " teaser ads tied up with local events and institutions which were run in the Richmond newspapers a few days before the first showing of the film. These teasers were a column in width and ly2 inches deep. They were scattered through the newspapers and the top line of each ad was in small letters, " Everybody has the gimmes." Then followed a catch line, underneath which were the words " See ' Gimme ' at the Colonial theatre all next week." Here are samples of some of the catch lines used in these teasers: "Chief Justice Taft says : 'Gimme a seat on the Richmond bench.' " "Richmond Horse Show says: 'Gimme big crowds eveiy day.' " " Grace Merchants' Association says: ' Gimme action.' " " Richmond says: 'Gimme' good roads.'" "Masons say: ' Gimme good weather this week.' " Chief Justice Taft was in Richmond to attend a memorial service to Justice Knapp. The Masons were holding a convention in Richmond. There was a local application to all of the teasers. Window display of Jackie Coogan suits tied up with " Oliver Twist " at the Mary Anderson theatre, Louisville, Ky.