Motion Picture News (Mar-Apr 1923)

April 7, 1923 1685 Grocery store lobby built by Manager Ollie Brownlee of the Palace theatre, Muskogee, Okla., for " Qumcy Adams Sawyer' Boys of Chivalry Organized to Exploit * 'Robin Hood" Pittsburgh, Pa. — Unusual attention was drawn to the Pittsburgh engagement of Douglas Fairbanks in " Robin Hood " at the Pitt theatre through the organization of the " Robin Hood Boys of Chivalry," ostensibly a new boys' organization, but in reality a group of boys engaged to exploit the picture. Wearing picturesque Robin Hood hats, rented from a local costumer, the boys appeared on the business corners of Pittsburgh's downtown district. They escorted elderly women through heavy traffic, carried bundles for tired shoppers, helped women onto street cars and performed many little acts of kindness. The stunt was tied up with the Pittsburgh Evening Leader, which newspaper gave the scheme good space from day to day. The first day the boys appeared they wore just the Robin Hood hat, and in reply to questions made no reply except to say they were " Robin Hood Boys of Chivalry." This created mystery and speculation. On the second day the Evening Leader explained the reason for the sudden appearance of the " Boys of Chivalry," say they had seen "Douglas Fairbanks in ' Robin Hood ' " and had been thus inspired by the deeds of chivalry seen on the screen. On this day the boys wore badges in their Decorated front and costumed usherettes for the run of "East is West" at the Broadway Cinema, Deptford, England Florists and Music Stores Aid "Mighty Lak' a Rose" CHICAGO, 111.— As an instance of the tie-up possibilities of the picture, the Chicago theatre, during the run of "Mighty Lak' a Rose," tied up with all florists within a radius of five blocks. Cutouts of Dorothy Mackaill in the leading feminine role featured the window displays. Some showed the orphaned girl playing the violin while others used a straight portrait. In addition to florists, music stores evidenced a keen desire to come in on the advertising possibilities offered by the picture. Victor and Columbia dealers furnished limitless ammunition in the way of window space, the tie up with the records being so obvious it couldn't be missed. coat lapels, in addition to the Robin Hood hats, and this acted as a direct advertisement for the film. The boys were engaged to work the busy street corners after school for fifty cents an hour, and were used for an entire week. Every day the boys paraded to their particular " beat " in a body, much as a group of Dolicemen march out to their various posts. Attention Program Printers FOR SALE the following service: 20 Program Cover plates in one, two and three colors — (Ben Day) — size 3%" x 5%". 130 Different Movie Star Subjects (halftone) in two sizes of cuts — %" x 1%" and Wi" x 2y8" — sold nationally for 30 and 50 cents. More than 2,000 cuts now in stock. 80 Post Card Borders — (size 3%" x 5^4") with cut of different stars — (size 2%" x 3") inserted. 5,000 Pictures with Program Copy — This program service is the most original ever devised to help the theatreman sell his pictures successfully to his patrons. Program is practically automatic in its makeup. Prices arranged in quantities according to zones. Full service sold at a big sacrifice. You must act now if you want this original service. Write or wire your offer to JAMES T. IG0E COMPANY, Chicago, III. 117 West Harrison Street Inexpensive Campaign Put Over To Aid "East Is West" Greenwood, S. C. — Manager W. A. Byers of the Liberty theatre opened his campaign on " East Is West " twelve days in advance by starting a series of slides. These slides played up the picture with the personal endorsement of the management. The wording was changed with every change of program. Several days in advance small ads were started, using copy along the same lines as the slides. An attractive lobby display was worked up at very little expense. The sides of the lobby were completely masked in with yellow and black crepe paper. Special mats of the star were displayed against this background. In the center of the lobby was a cut-out of a Chinese god and incense was kept burning in front of it. Rows of Chinese lanterns were strung overhead and extended out across the sidewalk at each side of the lobby. Incense was burned in the theatre as crowds were entering and leaving. Book-store window, featuring the Grosset & Dunlap edition of the book, tied up with " When Knighthood Was in Flower" at B. S. Thornton's Orpheum, Saugerties, N. Y.