Motion Picture News (Jul-Aug 1923)

662 Motion Picture News "Bright Shawl" Given Atmosphere Cuban Theme is Basis for Effects in Lobby Displays and Newman Prologue CUBAN or Spanish atmosphere has been the keynote of many campaigns on "The Bright Shawl," in keeping with the theme of the picture. F. J. Miller, manager of theatres in Augusta, Ga., for the run of " The Bright Shawl " at the Mod jeska theatre created Spanish atmosphere in the lobby. A wall with projecting tile roof stretched clear across. It was broken in the center by a small Spanish cathedral with tower, in which a small beaver board bell was hung. On each side of the cathedral an opening was left for entrance and exit, and over these canopy shaped awnings, painted in bright colors. Two wings were built, one on each side, so that the entire lobby was covered. On each of these a Spanish window was painted, while underneath the windows, flower boxes of tile held real palms. Back of the entire display, on a sky drop, painted towers of buildings were visible in the distance. In the small opening left between the two wings and the back drop were peach trees in full bloom — branches of peach trees covered with pink tissue paper flowers. Across the entire front overhead was a huge sword, made of beaver board and painted in silver. Invisible wires held it in place. A colorful shawl of flowered sateen, fringed wTith white and orange wool zephy, was draped gracefully over the sword. Builds Elaborate Lobby Tom H. Boland, manager of the Empress theatre. Oklahoma City, Okla.. increased his newspaper advertising, but concentrated mainly on a striking front display which was carried back to the theatre entrances through the foyer. Facing the street, on top of the canopy, there was a full 24-sheet, upon which brilliant lights were played. At the canopy's either end, facing the sidewalk in two directions, were three-sbeet cut-outs. In broad panels, beneath the canopy, were three-sheet cut-outs, and on top the box office was an oval made from the brilliant six-sheet. In small panel.-, stretching the width of the lobby front and direetly behind the oval were one-sheets, giving the appearance ot being framed. Water color paintings tilled large lower panels on either side of the lobby and two feet in front ot the box otlice window was a crackerjack cutout made from a "24-sheet. Inside the box office, directly behind the cashier and spread fan shape, was a brilliant colored, fringed shawl, and above it swung an unsheathed sabre from an invisible cord. In the foyer were frames, "oil" paintings and photos, and in three prominent windows of large stores were nifty displays — two on Main Street and one on Broadway, the busiest thoroughfares in the city. Spanish Prologue Staged La C'lavel, famous Spanish danseuse of Hergesheiiner's novel, did her steps, the banjos played and the orchestra accompanied a the prologue was staged at Newman's theatre, Kansas City, Mo., for " The Bright Shawl." The costume worn by the danseuse was designed to reproduce as far as possible the one worn by Dorothy Gish in the picture. This striking similarity was the feature of the prologue and was commented upon by audience and press alike. Hair Combing Contest Put Over on "Bella Donna" Something new in contest was sprung by Leslie F. Whelan, Washington Paramount exploiteer, for " Bella Donna " when the picture plaved at the Palace theatre, Hagerstown, Md. " For the girl who could beat Pola Negri's hair-comb, a prize! " And the papers carried it for days preceding the run of " Bella Donna " at the Palace. Of course, the local paper, the Daily Mail, co-operated with the theatre in this, and three prizes were offered. Animated miniature race scene on "The Hottentot" by Manager A. B. Morrison, Strand theatre, Memphis Elaborate Marquee Cutout on "Westbound Limited'* Seattle, Wash. — An elaborate cutout from the 24-sheet, placed above the marquee, and visible for several blocks down the street, was one of tlie special stunts used by Manager Frank Steffy at the Coliseum theatre here when he played " Westbound Limited." Mr. Steffy made arrangements for having the locomotive and train of 0MB on the 24gheet cutout and mounted on heavy backing This was placed up on the marquee, in front of a decorative scenic background, with the locomotive at the edge of the marquee facing down the street. In the place where the headlight was situated on the engine in the 24sheet a circular opening was cut and a huge electric spotlight was substituted. This spotlight, lighted at all times during the day and night, shone down from the marquee into the street below, attracting the attention of all pedestrians by its powerful rays. Their eyes followed the light to the spot from where it came, and then were attracted by the cutout of Ralph Lewis, the engineer, standing with arm upheld before the cross-sign warning "Stop — Listen — See 'Westbound Limited.' " which was placed a few feet away from the cutout of the train. As another special attraction, Mr. Steffy attired all his girl ushers in engineers' costumes. Each girl wore a black corduroy cap, blue corduroy overalls and a white silk shirt. Over their arms they carried small electric lanterns. Lanterns in one aisle would be green and in the next aisle red. This alternating color in the lanterns, carried up and down the aisles by the girls, was a source of much favorable comment and made an attractive bit of atmosphere for the film. Many Stunts Used in Drive for " Hearts Aflame " MOBILE, Ala.— C. D. Haug, Metro exploitation man, put over "Hearts Aflame" at the Crown theatre with a campaign that embraced numerous stunts. Haug had red paper hearts adjusted over the mouthpiece of every public telephone in Mobile. He had huge red hearts hung in the windows of many yellow taxis. At night he sent out a float with a 24-sheet, with six large railroad lanterns on either side. The 24-sheet represented a locomotive going through a forest fire. When the lanterns were lighted, it made one of the most attractive and interest-compelling stunts ever viewed in Mobile. In addition, he had distributed thousands of small envelopes containing candy hearts. Original lobby display on "You Can't Fool Your Wife" prepared by Manager Ollie Brownlee of the Palace theatre, Muskogee, Okla.