Motion Picture News (Nov-Dec 1925)

Nove m her 21 , 19 2 5 2451 Brooms and broom straw furnished the display Acting Manager A. M. Avery used in his lobby at the Capital theatre, Oklahoma City, for the presentation there of Paramount's "New Brooms." The title was spelled out on a banner with letters formed of straw." Screens 'Thank You' in Church Chicago Minister Presents Fox Film to Invited Clergymen and Club Women Sells Balto Picture With Newspaper Displays The management of the Web theatre, Niagara Falls, Ontario, singled out "Balto's Race To Nome" as the main item in a newspaper campaign for a recent program, which as usual included a feature picture. The advertising concentrated on the appeal to the natural love of humans for animals which serve them and are faithful to man. Use was made of three columns by four and one-half inches of display copy to emphasize the extraordinary heroism of the renowned canine hero, "Balto." It was done in a way that would appeal to every true lover of dogs and make him or her want to witness the film itself, so stirring was the word message put across on this wonderdog of the northlands. Incidentally, the space used to advertise this short feature was more than four times that devoted to the longer film on the program— a policy which many showmen follow today, when the short reel has superior patronage building value. Puts "Excuse Me" Sign On Parked Automobiles Tags reading "Back Up!" on one side and "Excuse Me" on the other were attached to parked automobiles in Altoona, Pa., and created comment on the showing of "Excuse Me" at the Capitol Theatre. Several thousand throw-away dodgers also proved effective in exploiting the run. Window displays featuring clothes, leather goods, travelling bags and drugs were obtained and numerous tie-ups were made with barber shops and shoe and hat cleaning establishments. A tie-up with the leading department store, resulted in window displays and full page ads in both daily papers. Special stories and cuts got space in the foremost local daily, and half-sheet posters were placed on all public waste paper receptacles by special permission of the municipal authorities. One hundred window cards were placed on exhibition in the downtown section Display for Univer sal's "California Straight Ahead' built in a one-sheet frame and used by the Howard theatre, Chicago. It was designed by Manager Charles Hicks. A compoboard box was built behind the frame. This was lined with black sateen, to which the cutouts were fastened. THE hearty endorsement and active co-operation of Chicago ministers proved the outstanding feature of a unique campaign for "Thank You" in that city. The support of the clergy was gained as a result of a special screening before an invited audience composed of ministers, one of whom, the Rev. John Charles Knox asked the Fox officials for permission to show the picture in his church to those Chicago clergymen who were unable to be present at the first showing. At this second showing there was among those in attendance, the Rev. H. V. Norton. So completely did "Thank You" win -the Rev. Norton's approval, that in the following Sunday's issue of the Chicago Tribune, there appeared an article written over the Rev. Norton's signature, especially aommending the production. The Rev. Knox on the Friday night preceding the picture's premiere at the Monroe Theatre, broadcast a speech from the Chicago American's Radio station, in which he advised his listeners — regardless of their religious affiliations to give the production their support. The support of the Checker Taxicab Co. of Chicago was also enlisted in the campaign, with the result that thi-oughout the engagement 1,000 taxicabs carried "Thank You" advertising stickers. The mail trucks operating from the Chicago Post Office also bore these stickers, while the Boston Store attached twenty thousand to outgoing bundles. Other tie-ups effected were the United Cigar Stores — which number 145 in Chicago, and the Walgreen chain of drug stores — which operates 72 Chicago stores, which displayed signs which read "Every week is Thank You week here, as our employees always say Thank You. See 'Thank You' at the Monroe Theatre." By way of rounding out the "Thank You" campaign, a statement was secured from Mayor Dever, endorsing "Thank You" week. This statement appeared in the newspapers. Ties Up "Havoc" With War On Jay Walking About the time that "Havoc" was to play at the Youngstown Hippodrome, Youngstown, 0., the management of the theatre decided that the city was about ready for a drive to correct some of the evils of "Jay Walking" and accordingly approached the police officials to institute a week's drive to promote more careful observations of the city traffic regulations. The theatre worked into the drive by having its name on banners which urged the people to follow the safety first formula, the signs reading "Havoc. Do Not Jay Walk. It Creates Deathly Havoc." The Mayor issued a Havoc Week proclamation and the signs were stencilled on sidewalks at danger points by the police department. CHARLIE CHAPLIN in A Dog's Life Released Nov, 22 Pafhepicture