Motion Picture News (Mar-Apr 1923)

]2S2 Motion Picture News Lobby of Barbcc's Loop theatre, Chicago, during the run of " The Third Alarm," showing 24-sheet cut-out and fire fighting apparatus lent by the fire department, which was insured at $5,000 for publicity purposes Two Flirts Used To Ballyhoo Showing of "The Flirt" Columbus, Ohio. — The management of the Pastime theatre, in co-operatiou with Charles Loewenberg, Universal exploiteer, put over a street stunt on " The Flirt " that proved highly effective. A pretty young lady, looking very much like Eileen Percy, drove around the town, dressed in stunning furs. The car used was a sedan, and over the engine hood an oil cloth sign was placed. The young lady was seen on the streets of Columbus daily, from 2 p. m. until 5 p. m., visiting various department stores and was accompanied by a midget, two and one-half feet tall. The midget carried a window card of " The Flirt " on his back. He was in full dress with high hat and walking stick. During the evenings the different cafes and hotels were visited. " The Flirt " attended a banquet tendered the Motion Picture Theatre Owners of Ohio at the Chittenden Hotel. At each place a special " Flirt " novelty card was placed. The " Flirt " and the midget met nearly every exhibitor that attended the banquet. In addition to having the signs on the car which the young lady drove through the city in, there was a small card printed and placed on her hand-bag. This read : " The Flirt." Large cloth banner, 9 x 12 feet, white on red. used for " The Third Alarm " at the Comique theatre, Butler, I'a. Password Wins Lapel Flower on "Mighty Lak' a Rose" NEW YORK, N. Y.— Exploitation of an effective type has been put over by the New Jersey exchange of First National on " Might Lak' a Rose " through a small but attractive rose lapel boutonniere. The little flowery decoration is so well gotten up that hundreds of requests for them have been made of people who have been seen wearing them. In every case the inquirer has been directed to the exploitation man in charge of their distribution. But — there's a catch in it. You have to know the password. It's " Mighty Lak' A Rose." Tell the exploitation man that and you get the rose. The artificial roses can be provided in large quantities at comparatively little cost. Newspaper Contest Staged On "Pathe News" Photos Topeka, Kans. — A hook-up in which the Grand theatre, Topeka Daily State Journal and local advertisers figure has resulted in running a display page with the heading, " Grand Pathe Contest." The page is divided into twelve sections, each containing a film enlargement picture from the current issue of Pathe News, beneath which is the matter supplied by the advertiser. Right and left at the top of the page are the publishers' announcements, which read: " See America at home the Pathe News Way. Twice a week the Pathe reels at the Grand theatre bring before your eyes the best pictures of the news events just as they happened. It's up-to-date education." The rules of the contest read : u What cities in the United States do these illustrations represent? Each is depictive of the name of some metropolis having a population of ] 0(1,000 or more. Can you figure out what they are? List each illustration according to name of advertiser, and after each number write what you believe to be the correct answer. To the person sending in the first correct answer will be given 14 tickets to the Grand, good for either Tuesday or Thursday night ; the second correct answer will be given 8 tickets to the Grand, good for either Tuesday or Thursday night; the third prize, 4 tickets; fourth and fifth prizes, 2 tickets." Paramount to Give Prizes for Best "Adam's Rib" Stunt New York, N. Y. — Five Gowns used in " t he Ten Commandments" have been offered by Cecil B. De Mille to exhibitors in the United States and Canada executing the best exploitation stunt for his current release, " Adam's Rib." The gowns, in turn, are to be awarded to be used for any exploitation the exhibitors care to stage for " The Ten Comandments, which is scheduled for early fall release. These gowns were designed by Claire West and are valued at from $300 to $1,500 each. They are not models or copies, but the actual garments used in the picture, and will be shipped to the winning exhibitors direct from Hollywood. Exhibitors are to file photographs and reports for their exploitation stunts lor "Adam's Rib'' with the Division of Exploitation, Famous Players-Lasky Corporation, 485 Fifth Avenue, New York City. The competition closes in July. The campaigns will be submitted to a jury of trade paper editors: Tom Kennedy, Exhibitors' Trade Review; Epes Winthrop Sargent, Moving Picture World; L. C. Moen, The Motion Picture News; John Spargo, The Exhibitors' Herald, and Maurice Kami, The Film Daily. The campaigns will be judged solely upon their effectiveness irrespective of the assistance of the Paramount exploiteers. The field forces of Paramount will be able to co-operate with only a small portion of the exhibitors playing " Adam's Rib," which does not affect the elieribilitv of the others. C. R. Hatcher, manager of the Grand Opera House, Meridian, Miss., devised this setting for a prologue to "My Old Kentucky Home"