Motion Picture News (Mar-Apr 1923)

1560 Motion Picture News Phonograph -window tic-up on " When Knighthood zvas in Flower Princess theatre, Denver at Homer Ellison's Newspapers Tie Up on Serial of "Beautiful and Damned" New York, N. Y. — Large numbers of newspapers throughout the country are running the fiction version of " The Beautiful and Damned," by F. Scott Fitzgerald, according to reports being received in New York. Charles Seribner's Sons, New York, publishers of the novel, concede the book to be the greatest selling literary work that has been published by them in many years. Realizing the tremendous vogue of the picture, and in response to newspaper demands for the serialization rights, Seribner's immediately acceded to the requests. As a consequence, the New York Daily News and other leading newspapers in America are printing the story of " The Beautiful and Damned," giving exhibitors excellent tie-up opportunities. Prince of Wales Angle Aids "Knighthood" Contest LONDON, Ont.— T. W. Logan of the Allen theatre and George A. Smith, Paramount exploiteer, capitalized on the popularity of the Prince of Wales since his American tour, in exploiting "When Knighthood was in Flower. They staged a beauty contest for "When Knighthood was in Flower," they announced that the prize would be a cabinet photograph of the winner which would be posted forthright to H. R. H. the Prince of Wales. This was enough to bring out nearly 1,000 contestants. Messrs. Logan and Smith also obtained plentiful publicity for "The Pride of Palomar," by staging a great indoor fair. The news was heralded through a special six-page supplement with "Pride of Palomar" publicity on every page, and a big three-deck box-car streamer on the front page. On each page was a twocolumn box, prominently displayed, reading: "Go to the Allen Theatre." The local hydro company attended to the special lighting of the lobby and the booths taken by the merchants. Festival was opened by the mayor and a committee of representative citizens, with a regimental band furnishing the music. Novelty Herald Made Up on "Brothers Under The Skin" MONTGOMERY, Ala.— Manager H. C. Farley of the Empire theatre, had 2,000 inexpensive novelty heralds made up on " Brothers Under the Skin " that created a great deal of interest. They were three by six inches in size, folded once. The front cover read: " Everyone Should Get Married — But—;" and on the inside was: " They Should See — ' Brothers Under the Skin ' First." The play dates followed. Brass Band Furnished in "Lorna Doone" Tie-Up NEWARK, N. J.— Obtaining a whole brass band through a mercantile tie-up is a new high mark in linkups, it would seem. The Branford theatre, in presenting "Lorna Doone," obtained the band from the National Biscuit Company, which has tied up with this picture throughout the country. The "Lorna Doone" band, it was called, and it presented a handsome appearance in big blue coats, military hats and its swaggering bandmaster. The band paraded to the theatre and always brought with it a large number of followers. A stage setting, reminiscent of the "Smilin' Through" layout, with a brick house and white portico, was used for the prologue. A soloist singer gave the act. Exploitation Used in Mexico City for "Manslaughter" Mexico City, Mex. — William C. Winship, manager of Paramount's Mexico City office, reports a successful exploitation stunt which was used for "Manslaughter" recently. In cooperation with the management of the Teatro Olimpia, Paramount's first run house in Mexico City, a battered automobile was installed in the theatre lobby with appropriate signs calling attention to the showing of the picture. Shortly afterward, a squadron of police appeared on the run and demanded information as to how the wrecked car had got into the lobby. They were acting under the impression that efforts were being made to conceal a street accident and were not appeased until they were given insight into the new departure in picture exploitation. But this was not all! Peons for miles around heard of the novelty and brought in their pesos in an effort to buy chances on what they supposed was a public raffle. They, too, were disappointed, but some remained for the show. Manager Ray Beall, of the Rex theatre, Spartanburg, S. C, prepared this lobby for of the Storm Country" Tess