Motion Picture News (Mar-Apr 1923)

April 7 , 1923 1681 Front of the Howard theatre, Atlanta, Ga., during the run of " The Christian," showing the effective background hung to set off the other material by Manager DeSales Harrison Eastman Theatre Uses Strong Campaign for "Robin Hood" Rochester, N. Y. — An exploitation campaign of unusual proportion^ was used by the Eastman theatre for the showing of " Douglas Fairbanks in Robin Hood." A press campaign conducted by Fred. T. Harris of the Eastman staff brought heavy newspaper attention to the coming of the feature. In the line of exploitation a great deal more than the ordinary representation was obtained all through the city. A window display showing showing of extraordinary proportions was obtained, talking machine dealers and United Cigar stores co-operating one hundred per cent, while department stores displayed an almost equal degree of interest. A big stunt, used for the first time in Rochester, was the participation of the 2,000 public school teachers of Rochester at a formal attendance at a presentation on Monday, March 5th. Another impressive affair was the broadcasting, on Friday evening, March 2nd, of a special " Robin Hood " program by the newly organized Radio Dealers' Club through station WHAM. After the program telephone and mail communications came into the broadcasting station highly complimenting the program and its general subject. Frederick Benton, instructor at the Eastman School of Lobby display for "Shadozvs" during its run at the Palace theatre, McAlester, Okla. Exhibitor Gets Co-operation of Schools Through Offer RENO, Nev. — C. P. Pracy, manager of the Grand theatre, owned by the T. & D. Junior Enterprises, has brought the theatre into the limelight and increased the afternoon attendance through a school contest in which he has the co-operation of the teachers and patrons. As an inducement to good lessons, Pracy, through the school principals, gives a free ticket for the month to the afternoon performances to each student receiving the highest grades on his monthly report card. In case several received the same marks, all get free show tickets for the month following, admitting them to the Monday afternoon shows. Music, sang the old song, " Brown October Ale"; Miss Edna Richardson sang "Oh, Promise Me " ; a " Robin Hood " overture was played by a trio ; the " Troubador's " song was sung by Hubert Senior; "The Armorer's" song by Harold King, and Miss Georgiana Speare read as a bedtime story " Robin Hood Goes to a Wedding." "Minnie" Exploited in Novel OneSheet Campaign New York, N. Y. — The run of " Minnie " at the Capitol theatre was given the aid of an unusual teaser one-sheet campaign that included stands in all of the elevated and subway stations for more than a week in advance of the showing. Poor Minnie was given a horrible requtation by the campaign conducted under the supervision of Bessie Mack, press representative for the Capitol. Such epithets as " Boxing Minnie vs. a Bunch of Cats " and " Poor Min, she wrote letters to herself " gave the fans an indication that Minnie would prove to be a most unique character. It was up to Marshall Xeilan's creation to make good on the screen; but on the subway and elevated stations Minnie made good with this series of one-sheets that aroused reader interest and helped build up anticipation for the picture. Restaurant Buys $300 Worth of "Adam and Eva" Tickets Peoria, 111. — Through a tie-up arranged by Norman E. Di on, Paramount exploited-, Manager Fred MeMullen of Ascher's Palace theatre, sold $300 worth of matinee tickets for " Adam and Eva " to a newly opened cafeteria. This restaurant was a sumptuous affair and the backers were spending a lot of money. Discn sold them the idea of buying 3,500 ma'.iree tickets and giving them away. This idea took and then Mr. MeMullen gave the restaurant a 10 per cent, reduction. The result was that the theatre played to three of the biggest matinee audiences in its history. A check-up revealed that nearly 3,100 tickets were used and most of these brought a paid admission along. The restaurant also played up the theatre in its newspaper advertising on its menus, and in the display frames on the facade. Lobby display featuring " The Message of Entile Coue " at the Rialto theatre, Tacoma, Wash.