Motion Picture News (Mar-Apr 1923)

t050 Motion Picture Newt Bookstore uindozc display for the showing of " The Christian " at the Modern and Beacon theatres, Boston Thorough Promotion Campaign Put Behind "Christian" Seattle, Wash. — Manager H. B. Wright, of the Strand theatre : J. W. Sayre, advertising manager for Jensen & Von Herberg, and L. W. Barclay, Goldwynner, put over a thorough exploitation campaign, with increased newspaper advertising, for u The Christian." The newspaper campaign was started a week in advance. For the two weeks' run a total of over 800 inches of newspaper space was used. A tie-up was made with the Pacific Coast Biscuit Company. Fourteen thousand Mae Busch kisses were distributed by girls on the streets the day the picture opened and through restaurants and dealers handling the kiss. Fourteen dealers put in window displays. Three book windows were put over — in the Wilson store and the two Frederick ft Nelson book shops. The Greenstone Millinery Company designed a hat for Mae Busch. This was forwarded to the studio and Miss Busch was photographed wearing it. The photos were used as the basis of window displays in the three Greenstone stores and in newspaper publicity. The first Monday night was made " Officials' Night," when the city and state officials and club leaders attended the Strand as guests of the management. This gathered newspaper space. Puts Over Double Page Ad on Paramount "39" MC RAE, Ga.— When Manager H. L. Liggett of the National theatre signed up for the Paramount "39" series he decided to capitalize upon that fact as far as possible, so he put over a double-truck co-operative ad hinging on the acquisition. The center portion was take up by a one page stock mat, showing stars and directors and containing a statement from the theatre management, and flanked on both sides by three columns of merchant ads, tied up with the others, each carrying the Paramount trademark. Tropical Lobby Display is Built for "Adam's Rib" TAMPA, FLA.—" Adam's Rib " was given a most attractive lobby display by Manager John B. Carroll of the Victory theatre. The entire lobby was transformed into a tropical jungle by the use of foliage and Spanish moss. The moss was fastened to wires, all over the top, and down the sides of the lobby. Over on one side, set back so as to appear through the foliage, was an immense cut-out of Eve, while on the other side was one of Adam. These cut-outs were made from the 24-sheet and were exceptionally fine. Tags with Rope Are Used as "The Fast Mail" Stunt BARNSDALL, OKLA.— Tags bearing two feet of thin rope formed one of the exploitation stunts on " The Fast Mail " during its run at the Runyon theatre. Several thousand of the tags were printed and hung on door knobs throughout the city and in the neighboring villages. On one side was printed: " Thrills Thrills, Thrills. Charles Jones in ' The Fast Mail ' is so thrilling you will need this rope to tie yourself in the seat." The other side bore a one-column ad cut. Musical Scholarship Given as "Daddy" Exploitation Chicago, 111.— The Chicago theatre, in cooperation with the Chicago Journal, has started an advance exploitation feature on " Daddy " that is proving highly beneficial. The story deals with the little son of a famous violinist. Taking this angle for an exploitation cue, the Chicago theatre and the Journal found a willing co-operator in the reputable Chicago Musical College and offered a year's free tuition to some deserving youngster. The stories were run under the heading : " Is there a Musical Prodigy in Your Club and is it You f " The copy was published in the Junior Journal section of the paper which has built up a tremendous following among youngsters by running articles and letters prepared especially for juvenile reading. The section is almost the official organ for scores of boys' clubs around Chicago. The initial announcement was wound around a little heart-interest copy stating that Jackie Coogan as the boy of " Daddy " wanted some Chicago youngster, who loved music, to be given the same opportunity that the screen juvenile had in the picture. And it stated that offer was being made through the Chicago Musical College and the Chicago Journal. A two-column cut was used with the article. "Racing Hearts" lobby display at the Olympic theatre, Pittsburg, of which Tom Schroder is manager