Motion Picture News (Mar-Apr 1923)

1568 Motion Picture News Hand painted front for "Kick In" at the Queen theatre, Gak'eston, of which Charles E. Sasseen is manager. from the 2A-sheet The colors and design mere taken Novel Lobby Display Effective as "Nobody's Money" Aid Columbia, S. C. — In exploiting " Nobody's Money,-"' Manager C. W. Irvin of the Imperial theatre got a suggestion for his lobby display from the one-column ad mat in the press book. On a sheet of compo board, Mr. Irvin pasted a one-sheet cut-out of Holt and Hawley and had a large dollar mark painted around it. Then the title and name of star were painted on in display letters and a number of the money heralds were pasted around. Mr. Irvin says he had to renew the money heralds several times, for people would " swipe " them at every opportunity. This showed that the display was an attention getter. As an advance stunt Mr. Irvin had his doorman visit the various banks several times and drop two or three of the money heralds as though by accident. Nearly every time someone called him back and told him he had dropped some money. He always told the person calling him that he could have the money. Window display on Broadicay, tied up with " Omar the Tentmaker " at the Sew York Mark Strand, of which Joseph Plunketl is managing director Gets Patrons to Contribute to Theatre Publication JAMAICA, L. I.— Fred V. Greene, Jr., managing director of the Rialto theatre, in connection with the showing of " My American Wife " began a new stunt that started a number of fans contributing to his house-organ, " The Rialto Theatre News," thereby enhancing the value of such exploitation. On the last page he runs a joke column and Fred claimed that first-class humor was getting scarce. Anybody sending in a respectable and acceptable joke would receive a free ticket. The former Paramount exploiteer has his patrons eating out of his hand, for he is receiving contributions by the hundreds. With each joke published is the name of the contributor. Greene does not shie at giving away free tickets. They always come back and usually with a paid admission in tow. Exploiteer Makes Own Airplane Flight on "Skin Deep" Tonowanda, N. Y. — After Manager Harry Ross of the Flash theatre had announced a tie-up with the American Legion on " Skin Deep," and an airplane trip, he found one important link missing— there was no one to go up with the pilot to drop the circulars. Several candidates offered themselves, but for one reason of another, none was suitable. In this emergency the exploitation man who was in the city made the trip himself. He dropped 10,000 circulars, one side of which advertised the attraction at the Flash and the other side the Legion's membership drive. A display of German war trophies that Manager Ross assembled in front of the theatre helped the campaign, while the Legion, and consequently " Skin Deep," had the cooperation of leading citizens who made speeches advocating Legion membership and attendance at the picture. For a street ballyhoo Manager Ross engaged a local character and dressed him up to represent " Bud Doyle." "Strangers' Banquet" Is Given Many Tie-Ups in Campaign San Diego, Cal— When "The Strangers' Banquet " showed at the Pickwick theatre, Richard A. Addison, advertising and publicity director for the house, arranged tie-ups which resulted in extensive publicity. Two hundred and fifty dealers carried special window cards for a week ; all the trucks of the Superior Baking Company carried similar cards, the the concern's newspaper advertising carried a four-inch double-column announcement of the showing of " The Strangers' Banquet " at the Pickwick theatre. In addition, every loaf of bread put out during the week carried with it a herald on the picture. The Waldorf hotel in its lunch room put a " Strangers' Banquet " on each day instead of its regular Merchants' Lunch, carrying the picture's announcement on all menus daily. Ten thousand napkins carrying the theatre's advertising were distributed through the Waldorf and other restaurants and fountain lunches in the city. Goldwynner L. W. Barclay, of Los Angeles, co-operated with Addison in putting the picture across. New angle in " Grandma's Boy " tie-up. Display in oculist's window obtained by Manager W. H. Robinson of the Plaza theatre, Melford, Del.