Motion Picture News (Mar-Apr 1923)

March 31, 1923 1563 Real "Stranger's Banquet" Is Given As Stunt on Picture Pittsburgh, Pa. — Goldwynuer William N. Robson attracted wide attention to the showing of " The Strangers' Banquet " at the State theatre through a special exploitation stunt which he employed. It was a " strangers' banquet " given at Kramer's restaurant at which were many of the stage stars at that time appearing in various Pittsburgh theatres. At one table were twenty-three well-known stars, and the other tables were occupied by patrons of the restaurant. This banquet exploitation feature was well published in the daily papers and at the theatre, and became a topic of conversation throughout Pittsburgh. A book of toasts which was prepared by the Goldwyn Exploitation Department for use with " The Strangers' Banquet " was distributed at several of the leading hotels of the city and aroused a good deal of attention. These booklets were also distributed at the various club and banquet events of the week, so that altogether more than twenty thousand copies of the booklet were sent out. A street stunt used for " The Strangers' Banquet " before its first screening was to send a number of men dressed as chefs through the city streets. They wore white caps, jackets and aprons. Pinned to their coats was a sign reading : " I am going to ' The Strangers' Banquet ' at the State theatre, week commencing February 5th." i • V " » ,4s& 1 f n m 1 Manager F. J. Miller of the Modjeska theatre, A ugusta, Ga., ai ranged this compo board display on " Peg o' My Heart " Space Is Sold on Heralds Used for "Pink Gods" FORT WORTH, Texas— Since the publication recently in the Exhibitors' Service Bureau of the story of how E. C. Marquard of the Isis theatre, Longmont, Colo., sold the blank space on his stock herald on "The Valley of Silent Men," many exhibitors have utilized the idea. The latest is the Hippodrome, Fort Worth, where the Southern Enterprises manager sold the space on the "Pink Gods" herald to a local jewelry firm. The tie-up is logical since the picture deals with a South African Diamond mine and the local jeweler loaned $50,000 worth of jewelry to the theatre for a' lobby display. Newspaper Tie-Up Great Aid to "Message of Emile Coue" Milwaukee, Wis. — A newspaper tie-up made by Manager Ed. Weisfeldt of the Strand theatre on " The Message of Emile Coue," with the State Journal, resulted in excellent publicity for the picture. The State Journal devoted many columns to advance publicity on Coue and his methods, and followed this by an announcement that the showing at the Strand would be under the auspices of the newspaper. Experiments by university men were conducted in an endeavor to ascertain the psychological effect of the picture on the normal and on the afflicted mind, and the results of these investigations, printed in the State Journal, led to several interesting news stories. When interest was fully aroused the State Journal announced that everyone in the city would have the opportunity of witnessing the picture. Arrangements were made for ambulances to call for the more seriously afflicted and for special morning showings to be held for the benefit of those who were unable to attend a crowded theatre. Arrangements were also made with the local traction company, and street car tickets were provided those who were unable to make the trip comfortably otherwise. Trolley Span Wires Obtained for "Christian" Signs South Bend, Ind. — Goldwynner Walter D. Nealand, for the showing of " The Christian " at the Blackstone theatre, obtained the display of 166 signs suspended from overhead trolley wires of the Chicago, South Bend and Northern Indiana Railroad. This was a flash which attracted the attention of the entire city as it was something new in South Bend. Permission was obtained from D. Southworth, superintendent of overhead for the railroad, to string these signs for the distance of six blocks on both Michigan and Washington avenues, two main thoroughfares, running from LaSalle street to the Grand Trunk station. At each junction point or intersection of tracks, Mr. Nealand had suspended a large triangular beaver board, three feet wide and five feet high, in the middle of the span wire. Six of these boards were used. They were hand-painted on both sides with the name of the theatre, date of showing and the title of the picture. On both sides of the span wires he suspended the regular one-sheet block " Christian " cards, double faced. Effective use of cut-out head in narroiv lobby on "Dr. Jack," arranged by Ray Beall, manager of the Rex theatre, Spartanburg, S. C.