Motion Picture News (Mar-Apr 1923)

1682 Motion Picture News There is a suggestion for any exhibitor playing a picture with an Egyptian angle in this "Queen of Shcba" front used by Manager Albert B. Hill of the Imperial theatre, Jacksonville, Fla., which hooks up nicely with the Egyptian craze Uses Apology to Turnaways as Ad on "The Christian" Bridgeport, Conn.— The management of the Capitol theatre published a public apology to its patrons for having been obliged to turn many of them away from the showing of " The Christian " the night before. This was taken in the form of a paid advertisement, in addition to the regular four-column theatre ad. It >erved notice on the public that " The Christian'' had caught on so strongly that people were being turned away. " An apology. The capacity of the Capitol theatre last night was insufficient to take care of the demand for seats for ' The Christian,' " read the display ad. " To the hundreds who were unable to obtain tickets, the management offers an apology. Phone Noble 962 for reserved seats ! " In the same issues were published other display ads in the form of a warning from Edward D. Turner, managing director of the Capitol theatre, that any advertisements of any Bridgeport theatre management, other than his own, that " The Christian " would bo shewn in their theatres was misleading, and that lie would prosecute to the fullest extent of the law any manager who made^such an announcement. That created additional talk. Gets Out Special Bulletin on "Message of Coue" HAMILTON, Ohio— Managing Director Fred S. Meyer of the Palace theatre, always quick to take advantage of a timely tie-up, issued a special bulletin to his patrons, printed on the regular letterhead, on " The Message of Emile Coue." The Hamilton Evening Journal printed an item on the editorial page commenting on the demand for Coue's book at the public library, and Meyer reprinted this, together with an ad on the picture, announcing a special private showing to those to whom the bulletin was sent. This showing, in turn, insured ample word-of-mouth publicity for the regular showing. "The Third Alarm" Tied Up] with Clean-up Day PEORIA, 111.— Strong exploitation cooperation for " The Third Alarm " was obtained by the Ascher theatre, when the Boy Scouts were enlisted for a " clean-up " day as a tie-up on the picture. All of the rubbish found in various parts of the city was brought to a spot at the foot of Main street, and a parade was organized that later marched to the spot, where a big bonfire was made of the debris. The marchers carried banners and motor trucks were put in line carrying announcements of the presentation of " The Third Alarm " at the Ascher. "Jazzmania" Exploited by Means of Jazz Contest OMAHA, Nebr. — Morris Abrams, Metro exploitation man, put over a special campaign for "Jazzmania" at the Sun theatre that included a number of novel features. One of the most successful of these was a jazz contest held at the Sun during the week, the winners competing on Friday night for the grand prize, which was a week's engagement at the World theatre, under same management with the Sun. Jazz instrumentalists of Omaha and Council Bluffs were awarded cash prizes each night. Another exploitation idea was a Mae Murray costume design contest promoted through The Omaha Bee. "Broken Chains" Given Special Lobby and Window Displays Pittsburgh, Pa. — " Broken Chains " was given a special hand-painted lobby display hythe publicity staff of Rowland and Clark when it showed at the Blackstone theatre-. . The signboards inside the lobby carried a painting of Colleen Moore chained hand and toot, while above the doors leading into the orchestra were paintings of the principal actors in their various roles. Oil paintings prepared by Goldwyn, photographic enlargements and stills were also used. A catch line on the theatre's own painted signs read as follows: " Love broke the chains that bound her to the hrute." Several window displays were arranged with jewelry and automobile dealers. The jewrelry displays consisted of watch chains and the automobile one of motor chains. A perambulator with hand-painted 24-sheet posters and with bits of broken chains nailed to the boards was sent through the streets for several days preceding the showing and attracted a great deal of attention. Window display of whaling relics in Broadway drugstore in connection with the showing °f " Down to the Sea in Ships " at the Cameo theatre, New Torn