Motion Picture News (Mar-Apr 1923)

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March 10, I g 2 3 Left, inner lobby, and right, front of house, of the Strand theatre, Memphis, Tenn., showing Manager H. B. Clarke's extensive billing of " Sherlock Holmes " "Down to the Sea in Ships" Is Given Heavy Advertising New York, N. Y. — As an advertising campaign prior to the showing of " Down to the Sea in Ships " at the Cameo theatre, special teaser ads were run in all of the New York papers. On the day of the opening, a mammoth papier mache whale was perched on top of the marquee. A ripple machine running along the side of the whale gave the appearance of flowing water. At the same time the Knickerbocker Drug Store, at the corner of Fortysecond and Broadway, carried a window display showing relics gathered during the hunt for the whale, which plays an important role in the production. This display had been in crowds for the previous week. The lobby of the theatre was decorated with harpoons; nets, rope coils, and oil paintings hung in the interior lobby. An attractive prologue introduced the feature attraction. This consisted of novel lighting effects flashed upon a back drop. The faint outline of a vessel, such as used in the production, was shown with port and starboard lights. It was a night scene, and, as the singer sang from off-stage, the lights gradually came on, giving the stage an appearance of early morning. A monstrous size whale made out of cardboard and mounted upon a truck with large billing painted on each side was drawn through the busy thoroughfares announcing tin appearance at the Cameo theatre. LoM.v display for "One Clear Call" arranged \by Frank J. Miller, manager of the Modjeska theatre, Augusta, Ga. "Strangers' Banquet" Stunt Aids Two Theatres SAN BERNARDINO. Cal.— Manager Frank L. Browne of the Strand theatre, and Goldwynner L. W. Barclay, in exploiting " The Strangers' Banquet," used 550 post cards, carrying a picture of the Los Angeles California theatre orchestra, sending them to a mailing list of San Bernardino people. The card bore what was apparently a personal message from a friend visiting in Los Angeles, urging the recipient to see the picture when it came to their town. These cards were made up for the California theatre, to be used for regular mailing list work. By tying up an outside house, Mr. Barclay helped that theatre, boosted a picture, and advertised the California theatre in a point within its district. The exhibitor paid printing and postage. Exploits "Dr. Jack" on Heels of "Grandma's Boy" Columbus, Ga. — I. C. Holloway, manager of the Grand theatre, started his campaign on "Dr. Jack" immediately after the run of " Grandma's Boy," six or eight weeks ahead of play date. From that time on there was always a one-sheet, three-sheet or some stills on display in the foyer to remind them that " Dr. Jack " was coming. An occasional slide also brought it to their attention. A week in advance Mr. Holloway covered his usual stands with paper. At the same time he filled ten show windows with ones and threes, circus fashion. These windows cost him a few passes. Saturday before opening Thursday, " Dr. • hick " bags and Harold Lloyd goggles were given to all the kids at children's matinee. These novelties were good for admission to see the picture so the kids hung on to them and talked nil week. During the week before playing, four "Jacks" (the novelty heralds) were given to sonic of the men as they went out. This always got comment and a laugh. Mr. Holloway wrote 38 personal Idlers to the physicians of Columbus, telling them about the picture and warning them (hat he wouldn't trade with them if they didn't trade with him. A co-operative page was run in the afternoon paper on opening day. A truck was bannered and kept on the streets all day Friday and Saturday. This cost nothing except for cloth for the banners. Redding Returns — to Exploit "Back Home and Broke" Greeley, Colo. — The return of the prodigal was staged in thorough fashion when a mysterious Tom Redding announced in the Greeley papers that he was " back home and broke." Gently prodded by the Sterling theatre and Rick Ricketson, Paramount exploiteer, the merchants came in for a double-truck newspaper ad in which they said to Tom Redding, " We remember when you bought knives, spoons, tops, blue jeans, etc., in our store. You have unlimited credit, so go to work and make your mark in Greeley, your old home." This was the sentiment in each ad. Ricketson got the merchants' clubs, chamber of commerce, and the mayor to meet Tom at the station when he arrived. In the absence of any other handsome man, Ricketson impersonated Tom. The newspaper carried stories of the reception, and the next day the Sterling theatre took space in which Tom asked for somebody to stake him while he tried to make good. The Weld County Credit Association replied with an ad the following day offering Tom unlimited credit so that he could marry the girl " back home." When the Sterling thought the whole town was interested, it sprang the dope that " Back Home and Broke " was Thomas Meighan's latest picture, and that Tom Redding was the star's role. * AY = / If M Two of the 50 taxicabs tied up with the showing of "Poor Men's Wives" at the Criterion theatre, New York City