Motion Picture News (Mar-Apr 1923)

March j i , 1923 156J Manager Ross D. Rogers of the Mission theatre, Amarillo, Texas, arrang ed this lobby display on "Dr. Jack," giving strong prominence to the star Combines "Robin Hood" and "Christian" in Stunt Brooklyn, N. Y. — When Managing Director Edward L. Hyman of the Brooklyn Mark Strand theatre had "Douglas Fairbanks in Robin Hood" and "The Christian" booked for consecutive showings, Publicity Director Lee S. Ferguson took advantage of the fact that both stories were in book form, and fortunately enough both were published by Grosset & Dunlap. This permitted a book tie-up for two weeks in succession, taking in some of the best windows in Brooklyn, a large space in Abraham & Straus' being included. The " Robin Hood " book is the special motion picture version from Douglas Fairbanks' picturization, and that of " The Christian " is the novel by Sir Hall Caine. In some instances both books were shown in the same display, thus accenting the two weeks' bookings at the Mark Strand more strongly. With the display were shown scenes from the pictures and announcement cards. As " Robin Hood " was booked for only one week, the campaign centered in an effort to get the crowds into the house at the early performances, starting at 11 :45 daily. On the closing day a special morning show was given for pupils of two of Brooklyn's high schools. Special compo board front for "East is West" prepared by Manager A. B. Hill of the Imperial ■theatre, Jacksonville, Fla. The outside was also brilliantly painted in color Tie-up with New Car Made on "Rich Men's Wives" SUMTER, S. C— When exploiting " Rich Men's Wives," Manager Oscar White of the Rex theatre decided to capitalize on the interest in a new automobile, the Star, that had been extensively advertised in Sumter recently. He borrowed a new Sedan from the local dealer and used this copy on the sides: " Rich Men's Wives use this car but you don't have to be a rich man's wife to own one." The car was driven about the streets two days in advance and then placed in the lobby for the engagement. Hanging over the car in the center of the lobby was a banner giving the title of the picture and the names of the featured players. Jolly Junior Club Matinee is "Oliver Twist" Tie-Up Buffalo, N. Y. — When Manager Vincent McFaul presented Jackie Coogan in " Oliver Twist " at Shea's Hippodrome he laid down an exploitation barrage that reached virtually every resident of Buffalo. One of the big features of the campaign was the party arjanged with the Buffalo Courier for the entertainment of that paper's Jolly Junior Club, .vhich was in the form of a special screening for the children in the Hippodrome Saturday morning at 8 :45 o'clock, at which time some 3,000 youngsters were at the doors seeking admittance. Gus Edwards was at hand to read a telegram from Jackie expressing his disappointment at not being able to attend. There was also a special prologue for the kids, in which a soloist sang " Oliver Twist," to a child dressed as Oliver. The party made a big hit and brought columns of publicity in the Courier. Two ballyhoos were put on the street in the form of large books carried on men. The books were suitably lettered with the Hipp advertising. There were two large cutouts of Oliver atop the marque. "Dangerous Age" Given Tie-Up with Traffic Regulations Columbia, Ga. — As a special exploitation measure on " The Dangerous Age," Manager I. C. Holloway of the Grand theatre got out some stickers carrying a warning for motorists and giving them the proper regulations for signal ling turns, stops, etc. The Motor Club cooperated by mailing 200 of these to their members and requesting them to post the stickers on their windshields where they would serve as a constant reminder. Others were stuck on the cars of Mr. Holloway's friends and acquaintances — people he knew would not raise a howl about getting their windshields messed up. One hundred cards, 11x14, were printed to read : " This is the Dangerous Age — Drive Slow." These were posted in garages and service stations several days in advance. At the same time, a series of teaser ads were being run on the screen and in the papers. Street ballyhoo for "The Flirt" used in connection with the showing at the Allen theatre, Cleveland