Motion Picture News (Mar-Apr 1923)

1566 Motion Picture News Lobby display which ivas used for " When Knighthood Was in Flower" at Ike Libson's Strand theatre, Cincinnati Newspapermen's Showing of "The Christian" Aids Run Springfield, 111. — " The Christian " was screened for the editors of Illinois newspapers who attended the convention of the Illinois Press Association at Springfield by W. W. Watts, manager of the theatre, and Goldwynner Walter D. Nealand as an exploitation stunt for showing at the Princess theatre. Xealand was well acquainted with Jack Sheehan, city editor of the Illinois State Journal, published in Springfield, and arranged for the screening as a courtesy from the Journal to the visiting editors. The newspaper advertising rates are high in Springfield, even the reading notices must be paid for at a flat rate, but the tie-up with the Journal resulted in a two-column head on the front page of the Journal, with a story which gave the plot of the picture, and a box containing an invitation to the editors in the city to visit the Princess theatre as guests of the Journal and see the film which had not been screened elsewhere in the state — not even in Chicago at that ime. One hundred and twenty-six editors, their wives and families, attended the special screening of " The Christian " held at 12 :30 noon before the first regular showing for the day. The. Illinois State Journal boasts the largest circulation in Illinois, outside of the Chicago dailies, and this front-page story called the picture to the attention of practically every family in Springfield. "Adam's Rib" Candy Given Away to Aid Picture PITTSBURGH, Pa.— " Adam's Rib" Candy was one of the most effective stunts used by Tom Schrader of the Olympic theatre and A-Mike Vogel, Paramount exploiteer, on " Adam's Rib." Mr. Schrader found a chocolate covered fig which marketed for thirty-five cents a pound. One piece was enclosed in an envelope imprinted to advertise the run. The candy was given to cigar stores, restaurants and confectioneries and obtained a circulation unavailable through any other kind of advertising. Newspaper Herald Issued on "Lost in a Big City" PATERSON, N. J.— An effective herald was used in connection with the showing of " Lost in a Big City " at the U. S. theatre, of which Peter Adams is manager. It was issued in regulation newspaper style, but was devoted entirely to " Lost in a Big City " stories. The lead story was based on statistics on the number of missing persons in various cities throughout the country, gathered by the Arrow Film Corporation. The newspapaper was prepared by Arrow and is available to any exhibitor, a blank space being left for the theatre's ad on the picture. Page Ad in Sports Section Boosts "Fighting Blood" ST. PAUL, Minn. — A page ad of unusual type was used to good effect by the Tower theatre to advertise the " Fighting Blood " series. A full page was taken in the sporting section of the St. Paul Daily News, and the ad was arranged in regular sport page style, with a four-column cut of Gale Galen, the hero-fighter of the picture, running down the center of the page. Around this were arranged stories on the picture and its fight angle, and an especially good feature in the way of signed endorsements by St. Paul fistic experts. It carried a regulation newspaper masthead, " The Tower Sporting News." Artistic Prologue Is Staged at "Adam's Rib" Showing Buffalo, X. Y. — The prologue staged at Shea's Hippodrome for " Adam's Rib " wa, one of the most artistic ever seen at this house. It was entitled " The Dance of the Nymphs." and was sceuically created by Robert Karkanuff. The prologue opened with a lar°;e painting of a dinosaur being thrown on a transparent screen. When the lighting was changed, a woodland scene was disclosed, depicting two dancers garbed in Stone Age style prancing about. George Stearns was " Our Male Ancestor " and Margarette Brooks. " Woman Most Beautiful." The background was strikingly colored and lighted and the dancing accompanied by the Hippodrome symphony orchestra under the direction of Harry Wallace. In connection with " Adam's Rib," Mr. McFaul also arranged with the Hengerer department store to stage a fashion review. This tie-up brought a vast amount of publicity. The store gave over one of its Main street windows to a display on the picture, using the artistic blueprints showing scenes from the picture. At the theatre live models displayed the latest modes for milady. Special lobby display for "The Ninety and Nine" at the Princess theatre, Springfield, Ohio, with effective use of raihvay crossing sign and banner with locomotive painted on it