Motion Picture News (Mar-Apr 1923)

1684 Motion Picture News " The Flirt " at the Rialto theatre, Tacoma, zvas given this elaborate beauty parlor window tie-up Seattle Rose Society Ties Up to "Mighty Lak' a Rose" Seattle, Wash.— When " Mighty Lak' a Rose " played at Manager Frank Steffy's Coliseum theatre here, Mr. Steffy and J. L. Johnston, First National exploiteer, tied up with the Seattle Times and the Seattle Rose Society and put across a campaign that was of direct value to the city, as well as the theatre. Five thousand packages of rose seeds, furnished by the Rose Society and the newspaper, were distributed by the theatre. Each envelope containing the seeds on one side bore general directions for the planting and culture of the roses, and the other side bore advertising matter for the theatre and " Mighty Lak' a Rose." In addition to the distribution of the thousands of seeds, the Times, in co-operation with the theatre, conducted a contest for the best newspaper articles on the subject of rose culture. The articles ran for one week, and at the end of the contest prizes were awarded to the winners. Cashes in on Klan Crosses to Exploit "Christian" SANDUSKY, Ohio— When Eddie Carrier, Goldwynner, arrived to assist George Schade in putting "The Christian " over at the Schade theatre, he found the town very much interested in a huge fiery cross which had been erected about a hundred feet out on the ice in Lake Erie. Interest was still further aroused when on the following night another fiery cross appeared on the top of the hill on West Madison Street. It turned out that the two fiery crosses were the work of the Ku Klux Klan. Mr. Carrier decided to cash in on all this discussion and interest. He sold Manager Schade on the idea of building a huge cross 30 feet high above the theatre. There were 74 lights on this cross and when it was lighted up the public naturally associated the other two blazing crosses with this one on the theatre and decided that it was all publicity for "The Christian." In all the newspaper publicity, Mr. Carrier kept away from anything touching on the religious angle of the film. But the newspapers carried stories on the fiery crosses as a publicity stunt and it turned out to be most effective. "Brawn of the North" Stunt Turned into Parade HAMILTON, Ont. — Manager H. Morgan of the Temple theatre, by turning a "Brawn of the North" contest into a parade, won front page space. The usual Strongheart collection of canines was supplemented by awards for the best trained dog, the dog most resembling the film star and the owner of the best groomed dog. When all the contestants had arrived Manager Morgan surprised them by making them parade the streets with banners. Restricted Essay Contest on "Back Home and Broke" BELLINGHAM, Wash.— An essay contest that was unique was used by the American theatre on " Back Home and Broke." Harry C. Eagles. Paramount exploiteer working on the picture, picked out in advance the people he was going to allow to participate. He limited the list to about twenty-five business men and women, all of whom were solicited to write essays of their early experiences. These were published in the paper. The winner received a box for one of the night showings and was invited to bring 25 of his employees with him. Eagles reports, " it created a lot more interest than a free-for-all essay contest, and the people were keen for a bit of gossip of the early life of the local celebrities." Elaborate Style Show Put Over with "Look Your Best" Toledo, Ohio. — The management of the Pantheon theatre, in conjunction with Goldwynner Eddie Carrier, put on an elaborate exploitation campaign on " Look Your Best," the outstanding feature of which was a fashion pageant staged in co-operation with the Thompson-Hudson Company, a leading department store. A bevy of beautiful mannequins was assembled, and a runway was built far out into the audience, on which they promenaded with the latest fashion creations. Special lighting and scenic effects were used and a musical score was provided for the occasion. The department store co-operated with a double-page ad. seven full window displays •md 2,500 letters to its customers. Highlights in the " Lorna Doone" campaign of the Strand theatre, Lansing, Mich. Upper left and right, music store "windows; lower left, millinery tie-up; lower right, lobby display