Motion Picture News (Jul-Aug 1923)

August i.i , 1923 665 Divorce Court Tie-up Wins Space for " Divorce " LOS ANGELES, Calif.— An unusual tie-up was affected by Sid Grauman at the Rialto theatre recently on " Divorce." Discovering that there were 200 divorce cases on the court calendar, Grauman influenced Judge Summerfield to invite the 200 women to witness the motion picture production of Divorce." The Judge issued the passes with his compliments, hoping that many of the women would kiss and make up after seeing the picture and thereby save him a lot of court work. A special section was reserved for the women at the Rialto and the stunt drew a lot of free publicity, drawing stories in four of the five Los Angeles daily papers. ** Westbound Limited " Is Given Co-operation of Railroads Macon, Ga. — As the result of a tie-up with the railroads. Manager George A. McDermit of the Capitol theatre was able to gain excellent publicity for " Westbound Limited." Through their cooperation a display in the Terminal Station was made possible. Oil paintings (from the exchange) were placed about the wailing room, as well as signs reading: •• 'The Dixie Flyer ' is the ' Westbound Limited ' — the ' Dixie Flyer ' is the best train— the ' Westbound Limited ' is the best picture. At the Capitol— Now." Monday was set apart as Central of Georgia day and Tuesday. Southern Railroad day, and c-i.rds to this effect were placed in both the Central and Southern shops. The cards also hited that the picture was dedicated to railroad men, thus gaining their interest in the picture. The picture played coincident with Macon's Centennial celebration, and Mr. McDermit rigged up a float with an engine loaned by the Central of Georgia and entered it in the Centennial parade. It carried off first prize and attracted lots of attention. The railroads also loaned signals and other paraphernalia. EXPLOITATION on " Masters of Men " has been featured by tie-ups of various sorts, a number having been made with United States naval recruiting stations. Stories of how several exhibitors have handled their exploitation on this feature are given below. Manager W. F. Brock, of the Strand theatre, Knoxville, Tenn., took his clue from the theme of the picture and sought the co-operation of the local naval recruiting officers. This resulted in the loan of one machine sun W. Trunk, general manager of the Dome theatre, Youngstown, Ohio, used this on "Douglas Fairbanks in Robin Hood." The letters were in gold Display material used in lobby of the State theatre, Pittsburgh, during the showing of " The Last Moment." Masters of Men" Given Tie-ups How Hook-ups Have Been Put Across By Exhibitors Throughout Country and two rapid-fire guns of another type, which were placed in the lobby of the Strand. Recruiting Officers Give Aid The basis of the "Masters of Men" campaign used by H. B. Clarke, manager of the Garing theatre, Greenville, S. C, was also the navy recruiting tie-up. Several sailors were placed at the disposal of the theatre for the distribution of cards tieing up the navy and the show at the Garing. Being distributed in this manner created additional interest in the cards. Mercantile Tie-ups Obtained A. R. Lynch, manager of theatres, used a different angle on "Masters of Men" at the Lyric theatre, Jackson, Tenn., where, through the co-operation of a number of merchants, a full page was secured in the Jackson Sun. Each individual ad composing the page tie-up directly with " Masters of Men," and the copy was so worded as to embody the idea that each was a "master" in his own line. For instance, the Kelly tire dealer ran copy to the effect: "It takes a 'Kelly' to master the minds of automobile men. ' It Costs No More to Buy a Kelly.' " Features Navy Jazz Orchestra Taking a different phase of the naval ansle. Manager S. S. Wallace, Sr., of the Criterion theatre, Oklahoma City, Okla., dressed up the '• Night Hawk's," a jazz orchestra playing at the Criterion, in navy uniforms and had them play special patriotic selections along with their jazz music. In this connection the " Night Hawks " feature some splendid selections every week which enables the manager to secure unusual tie-ups with local music stores. One particular tie-up was on the song, " Yes, We Have Xo Bananas, ' which resulted in excellent window displays in the music stores, and also every banana stands around town allowed Mr. Wallace to put up an attractive card about the song being played at the Criterion.