Motion Picture News (Mar-Apr 1923)

March 31, 1923 1565 Manager H. B. Clarke of the Princess theatre, Memphis, believes in giving strong prominence to his serial, as shown by this lobby display on "Plunder" Many Window Displays Used to Boost "Poor Men's Wives" New York, N. Y. — An extensive exploitation campaign, with generous use of window displays, was put over by the B. F. Keith organization for the showing of " Poor Men's Wives " at the New York houses of the chain. The title of the picture offered itself to tieups through neighborhood stores. Window displays reading " 'Poor Men's Wives' as well as 'Rich Men's Wives' can enjoy our quality goods. See 'Poor Men's Wives' at the theatre, March were used in many instances. A lobby display employed was a poster drawn along the following lines : On one side there is a picture of a baby and on the other a small lapdog. Copy above read : " Which Do You Want? " Below were the lines: " See 'Poor Men's Wives.' A dramatic smash, with Barbara La Marr, David Butler, Richard Tucker, Betty Francisco and Zasu Pitts." Another successful display was a washtub and washboard accompanied by the copy, "Are Poor Men's Wives Tied to These? If You Believe They Are, See Poor Men's Wives,' a Picture About You and Your Neighbor." Again, a cut-out at the entrance to the lobby \vas used. This was made from the regulation 24-sheet. SAWGREyAREM "Blood and Sand" display in the lobby of the Fausto theatre. Havana, Cuba German Marks Displayed on "Nobody's Money" Board LANSING, Mich.— A three-sheet stand in the center of town with a quantity of German marks, surmounted by a caption "Nobody's Money," was used by Manager Claud Gady of the Gladmer theatre as an advance teaser stunt on the picture of that name. This lasted as an advance display for a week and then it was sniped for the date. This stunt was done with the cooperation of John D. Howard, Paramount exploiteer from Detroit. Howard also tied up a leading cleaning establishment to insert an envelope in each package reading: This Money does not belong to us. Inside were additional German marks and printing tying up with the picture. "The Christian" Screened for Ford as Publicity Stunt Detroit, Mich. — In connection with the showing of " The Christian " at the Strand theatre, the management, in conjunction with Eddie Bonns, exploitation manager for Goldwyn, and Harry L. Snowden, the local exploiteer, staged a private screening of the film for Henry Ford at his home, among other features, prying loose big chunks of publicity from the Detroit newspapers. A special feature was planted in the Detroit Free Press on " The Future of the Motion Picture as it Appears to Maurice Tourneur, Director of ' The Christian.' " The Times, in its issue of Sunday, March 11th, devoted nearly half a page to pictures of the cast appearing in this film with a seven-column streamer calling attention the showing of " The Christian " across page two of its motion picture section. The News also carried a feature story on photographing " The Christian " in its original locales. The Evening Times also gave a seven-column streamer, clear .across a page, three days before the opening for the first screening. The principal book stores gave big window displays of Hall Caine's books, with " The Christian " predominating, and the use of stills, posters and special cards. "Gimme" Proves Excellent for Co-operative Page Ad Salina, Kans. — The management of the Strand theatre, to exploit " Gimme," used a tie-up page of advertising to good advantage. In the theatre ad both on this page and the regular ad was a picture of Helene Chadwiek, arm extended in the attitude of saying, " Gimme." She was called the " Gimme girl." The ad of nearly every merchant on the page mentioned the Gimme girl. For example, Riodan's grocery store advertisement read: " The Gimme girl always buys her groceries at the little store by the Journal office." The phrase, " Gimme girl," served to attract attention to the page. The theatre's own ad started out, " When you say ' Gimme ' at the box office you can depend on one thing — you'll be investing in entertainment PLUS, for here is the most chipper comedy of wedded life ever created for your delight." Hand painted display under marquee of the B. S. Moss Broadway theatre, New York City, for " While Paris Sleeps "