Motion Picture News (Mar-Apr 1923)

March ji , 1923 1569 Bookstore window display on " The Flirt," giving ample prominence to the picture, arranged in Memphis, Tenn., by Manager H. B. Clarke of the Strand theatre Brief but Extensive Campaign Put Over on "Robin Hood" Philadelphia, Pa. — There was a period of but nine days between the signing of the contract for Douglas Fairbanks in " Robin Hood," and the opening date at the Stanton theatre, so quick work was necessary in exploiting it. Immediately underlines appeared in the Stanley newspaper advertisements announcing Douglas Fairbanks in " Robin Hood " as a coming attraction. In two days sixty 24sheets had been placed, thirty-five on regular stands and twenty-five on extra space, and all in first-class locations. One hundred 6-sheets and 100 3-sheets, also were placed in regular Stanley locations. Seventy-five 1-sheets were posted in subway locations and 300 special 1-sheets " sniped." In addition nine painted IOTTENTOT Animated lobby display on "The Hottentot" arranged by Manager Leroy V. Johnson of the Liberty theatre, Seattle. The horses were kept in motion " Skin Deep " Prologue Put Over Inexpensively CUMBERLAND, Md. — A prologue need not always be expensive and elaborate to be effective, as was shown when Crandall's Strand theatre staged " Skin Deep " in a manner that can be duplicated by the financial appropriation of almost every house in the country. Against a stock painted back drop, two flags and a " pup tent " provided the whole equipment. One was the American flag and the other the emblem of the local legion post. The entertainment is optional with the exhibitor, the choice ranging from an appropriate solo to a one act musical sketch or a dramatic "bit." The experience of the Strand simply illustrates that with the proper American Legion co-operation no theatre need be afraid of the expense involved in making a little extra effort on " Skin Deep." signs in fancy locations had been started. During the following week 1,000 window cards were placed, besides special window display co-operation accounting for 300 surprinted cards which were arranged with dealers in talking machines throughout Philadelphia. This co-operation was obtained through jobbers in records and the local dealers, representing three different manufacturers of records. A dozen different records representing as many different selections from the light opera, " Robin Hood," provided the tie-up. At the Stanton theatre an advance lobby display was installed almost overnight with specially designed and painted panels, with also an elaborate scenic effect portraying a perspective scene — the meeting of the hero and the heroine in the forest. This was lighted within the set by bluish incandescents and the figures brought out in warm tones by an amber baby spotlight from the ceiling. Extensive Campaign Used4for Manhattan "Brass" Run New York, N. Y. — The management of the New York Mark Strand theatre, of which Joseph Plunkett is managing director, put over an extensive publicity and exploitation campaign for the run of " Brass " at that theatre. One of the big features of the campaign was the showing of the film before an audience of prospective divorcees in the chambers of Judge Weil, Domestic Relations Court of New York, several days preceding the engagement at the Strand. As a result of this showing the New York newspapers carried stories about the affair, and a comment from Judge "Weil to the effect that the film was used as an object lesson for troubled couples. A book tie-up was secured with E. P. Dutton, the publishers of Charles Gr. Norris' novel. A large papier mache wedding ring, illuminated by a flasher socket, surrounded by copies of the book, was used as a display at the publishers' offices on Fifth avenue. Lobby for "Peacock Alley," made up from poster cutouts by Manager Earle Settle, Palace theatre, McAlesler, Okla.