Motion Picture News (Mar-Apr 1923)

April 28, 1 p 2 j 2051 Attractive dry goods window tying up zuith the shewing of " East is West " at the Star theatre, IValsenhurg, Colo., of which Paul Krier is manager Every Angle Utilized in Drive for "Adam's Rib" Showing Omaha, Neb. — H. B. Watts, manager of the Strand theatre, put over an exploitation campaign for " Adam's Rib " that went into every possible angle of publicity and advertising, gathering in a rich harvest of front page space. Some of the many features, briefly outlined, included: " Adam and His Ribs," used as heading on news story with cut re: National League for Prevention of Spinal Curvature. Society page picture of Pauline Garon displaying gown of ermine with pearl lining. One-quarter page rotogravure section of Anna Q. Nilsson in prehistoric scenes. Leading Omaha minister picked subject of Adam and Eve for sermon week before picture opened and was written up at great length by all three Omaha papers. Special inserts printed and furnished to laundry, who included them in all bundles of laundry for a two-week period. Personally written, specially filled in letters to all members of the Omaha Grain Exchange, all grain dealers and commission men. Serial story of picture as furnished in press sheet run in four installments. Small bottles filled with water and distributed to clubs and through drug stores. Thev t L 1 I • fcrliRT* Windmv display with live model, used on " The Flirt ' by Manager Marcus oi the Jefferson theatre, Indianapolis Insurance Policy is Stunt on "The Hottentot" PEORIA, ILL. — Almost every form of insurance has been used in exploitation, but a new angle was evolved when " The Hottentot " played the Madison theatre. The exploitation consisted in the issuance of a formal policy insuring the Madison's patrons against death from laughter. The idea, which was originated by Des Robinson of the Madison, provided fifty dollars' compensation for any death from apoplexy or heart disease occurring within the Madison theatre during the showing of "The Hottentot." bad tags on them calling attention to a new drink, "Adam's Ale," with instructions to place on ice for two hours, then drink, and if they didn't get a kick out of it, they would out of " Adam's Rib," playing at the' Strand theatre. Color contest for kids. Picture of prehistoric monster with Garon sitting on head. Prizes for best coloring. Cartoon puzzle, in colors, in magazine section. Hundreds of answers were received on this. Telegram from De Mille was good for story. " Adam's Rib Society " started among girls who objected to being called flappers. Curtis photos displayed by Fine Arts Society in Public Library. Editorial headed " Adam and Eve," suggested by Watts. A rranged with chairman of Omaha manufacturers when welcoming 600 out-of-town dealers to ring in picture, saying that if this was in the days of Adam and Eve that he would welcome them with a club instead of the glad h^nd, etc., etc. Orchestra at Brandeis' half-million-dollar restaurant played specially arranged musical number called " From Fig Leaves to Flappers," suggested by " Adam's Rib," now playing at the Strand theatre. Starting with creation music, working up big numbers through various movements and ending up with modern jazz. "White Flower" Put Over with Displays and Advertising Birmingham, Ala.— Manager Thomas G. Coleman, of the Galax theatre, put " The \Vhite Flower " over with a strong advance advertising campaign and with plentiful use of poster displays. For two weeks prior to opening a campaign was started by the use of house slides, taking his copy from catch lines in the press book. He played up the fact that the film was actually taken in Hawaii, and put this idea over time after time. Betty Compson's name was stressed throughout. He had an advance showing for the Better Films Committee. This committee endorsed the picture highly, calling it "beautiful." The entire lobby was made up from cut-outs of stock accessories. A display was made from the 6-sheet cut-out and was the center of attraction. Betty Compson was shown riding the waves, which were painted on beaverboard, a moon was seen rising out of the water. This scene was framed with palm trees. Painted drops carried out the skyline. Cut-outs from the 6-sheet were also used on each end of the marquee. A 24-sheet cut-out of Betty Compson was the central figure of a marquee display, and on each side of this was a sign. Windoiv display for "Adam's Rib," tying upwith the showing at the Colonial theatre, Washington Court House, Ohio, of -which George Rea is manager /