Motion Picture News (Nov-Dec 1925)

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2450 Motion Picture News One of the big American Legi the theatre by and strings advantages to the Liberty theatre, Niagara Falls, acruing from its tie-up with the on post on Fox's "The Iron Horse" teas the demonstration held in front of the post's band. The theatre used flags and bunting to decorate the marquee of pennants strung up the front of the house from the marquee to the roof. ington, Minn., in connection with the engagement of "California Straight Ahead," which was exploited by the Grand Theatre there strictly according to a drive outlined in the Universal press book. One of the stunts was the distribution of 400 "Gas Record Cards" by filling stations and garages. At the bottom of the card, below the spaces for dates, number of gallons of gas, etc., was the title of the picture and the name of the theatre and play date. On the reverse of the card was copy on the picture. The lobby display, out of the Press Book, showed eleven automobile tires, each with a sign in the middle, suspended from the marquee and placed on the sidewalk in front of the house. A banner was mounted over the entrance and under the marquee with this copy on it: "The Day of Denny is Here" and two arrows below with "California Straight Ahead" on them. Cut-outs on the marquee and in the lobby completed the decorations. Tie-up stills provided by Universal were placed in a radio store, auto accessory store, optometrist and garages. The two weekly papers in Worthington played up the opening and advance dope on the picture and other Universal productions. The Globe used a cooperative page with the "California Straight Ahead" ad in the center. M. G. M. Wages Novel Contest Child Movie Star Competition with N. Y. American Winning Wide Popularity METRO-GOLDWYN-MAYER, in con junction with the New York American is conducting a Child Movie Star contest which is gaining some exceptional publicity both for the producing company and the newspaper. The idea was conceived, with all of its embellishments, by Howard Dietz and Pete Smith, publicity chiefs of the east and west coast offices of Metro-Goldwyn-Mayer. The contest has been under way for a month and it is said that to date some forty thousand photographs have been submitted to the American of children between the ages of two and seven. Each day up to December 1st the American prints an entry coupon and at least a column of editorial matter pertaining to the contest. In addition there are printed dailv photographs of various entrants from Greater New York and suburbs within :i radius of fifty miles. The American also runs full page and half page ads in its own pages and in the Evening Journal. Further interest is added to the Contest by the Metro-Goldyn-Mayer Scout Train, which tours the city and the suburbs. The parks and playgrounds are visited daily in search of interesting youngsters and the New York American publishes her itinerary daily. As a consequence mothers and fathers flock to the locations with their children. A cameraman mounted on the train films groups of children, then comes down among them to shoot close-ups. The films arc shown in series form in all of the Loew theatres within the Contest limits and the New York American publishes a list of the theatres each day. In the lobbies of all the Loew theatres are displayed photographs of various children entered in the Contest from the particular neighborhood in which the theatre happens to be. Press Book Campaign Put On For Denny Feature The practical working out of a press book campaign was demonstrated in Worth Radio Street Stunt Used On "Lights Of Old Broadway" The first theatre to make use of the radio and broadcast its stage entertainment to listeners in this section was Loew's Warfield. It was done to try the experiment in conjunction with "Lights of Old Broadway." It is a Fanchon & Marco idea and proved very popular. The station was mounted on a high-speed Packard chassis, so that it could be used anywhere. Marco brought the special entertainers from Los Angeles. Eight microphones from the ^Yarfield stage were hooked up with a loud speaker placed on the Marquee of the theatre and the performance was thus broadcasted to the different, radios. An attractive lobby attractor for First National's "Her Sister from Paris" was used by Saenger's ineaire in Shreveport, La., as shown above. The electrics framing the circle were worked on a (lasher circuit, green, red, amber and pink bulbs being used alternately. The center-piece was a shadow stage which flashed a silhouette of a nude dancer.