Motion Picture News (Nov-Dec 1925)

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2554 Motion Picture A' e ii' s T, GOOD-WILL HE good will which exhibitors and producers may engender through cooperative tieups is amply illustrated in a telegram received by Claud Saunders, exploitation manager for Paramount, from George W. Saunders, president of the Old Trail Drivers Association. President Saunders' telegram reads: "Your Mr. Curtis Dunham informs me that your department of Famous Players-Lasky Corporation is entitled to all credit for splendid cooperation in promoting the greatest event in recent Texas history, namely, the Old Trail Drivers pony express revival which so crystallized public interest that our Old Trail Drivers $ 1 00,000 monument by Gutzon Borglum for San Antonio is now assured. Please accept my sincere appreciation of the invaluable aid rendered by your representative and believe that the Old Trail Drivers will continue solid for Paramount pictures." TOUR IDEA ALL MAMSO> WILL JOI> I\ THE SCRAMBLE TO SEE HEIt! SHE CRAVES EOR THRILLSL T TEASER ADS HE accompanying illustration shows an economical means of conduct.ng a newspaper teaser campaign by using in a series of small displays the same title slug. In the case of the "Merry Widow" the teaser lines almost suggest themselves, these used in the illustration here being typical of the idea carried out in this campaign for the showing of the picture in Madison, Wis. Of course it is not merely the economical phases of the idea which recommend the employment of the same title plate in all of the teaser ads. The association is carried throughout the campaign and the newspaper readers are familiarized with the title of the picture through this association. It would be a good plan to carry the stunt even further and incorporate the peculiar features of the type or layout One of a xrries of teaxrm for "The Menu Widow'' iM-GM) in all other displays used after the announcement is made. Heralds, window cards, poster snipes, etc., all could be "rubber stamped" as it were with a design similar to that which is used in the teaser campaign. The ad reproduced here was the third in a series run in the Daily Cardinal in Madison. The line carried on the opening ad was "Kings Craved Her Carresses — The Merry Widow. She will take Madison by Storm." Next in the series was the line "She craved affection. Her Hypnotic Smile is Irresistible! The Merry Widow And Oh Boy What a Widow!" Owing to the fact that the title the Merry Widow is so universally known, there may not be the mystery element about this teaser drive which is sometimes sought by showmen. G GUARANTEES THE SHOW EORGE T. CRUZEX, manager of the Palace theatre in Lockport is at it again. He put over a double page truck on "The Pony Express," in the form of a cooperative ad and then in his own space announced that he would give back to anyone his money if he or she "thought their time and the price of the ticket wasted." And that went to one or a thousand and every man, woman or child of any age, said George. The Palace did S. R. O. business on this one. The ushers at the Palace are appearing in new winter uniforms. Says George in the last issue of the Palace Close-Up, the house organ: "The thing about these uniforms that I am particularly proud of, are the fellows that wear them. It is that fine spirit of service that our boys are manifesting towards our patrons in which I am interested. I have never had occasion to think that any of our theatre attendants were other than perfect gentlemen in their attitude toward our people. However, if any of our boys should ever get 'out of step' in their demeanor in the matter of service to you, reporting the incident directly to myself, will be a service for which they themselves would be grateful." Pretty good heart to heart talk, eh, what? Exploitation for Pathe's "Dr. Jack" in Paris, where a lively campaign was staged by Reginald Ford of the Cameo theatre for the presentation of the picture there. At left the interior decoration of the lobby and the theatre attendants, dressed as Harold Lloyd in his character as "Dr. Jack" is shown. Lpper right is the scene display used over the marquee. The scene illustrates the old-time methods of 'cure, a "sawbones" ready to operate on a patient, and the Lloyd system of "laughing it off." Lower right shows the street ballyhoo in tchich young women, instead of sandwich-men, were used. The gals refused to wear plain shell-rimmed spectacles and insisted on smoked glasses so that they should not be recognized.