Motion Picture News (Sept-Oct 1916)

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October 21, 1916 MOTION PICTURE NEWS 2519 ninunniniiiHiiiiiiiiHiiiiniminiHinnninniuiinniiiiiiiiiinniiinnniiiflniniiin MII»IIMI""ltl'IHIIIIllllllliilllllMllllMUIIIIIM"''"'linilllllllllUIIIIIIIIUIIIUIIII^tinill^ai'''lM'''"'"'"''''WWIIIinlUIIMIIWa^ •ma«nmnnnmiiniiiuiHininHinMiMiiiiiiMiHiiHlliliiiiiiliiiiiiiuiiimiiHiniuiMnMrMi<>ii>Hiiimn^ upiuuDDuuiiuyiiiiiuiiiiuyiiiiiiiiHiuiyiiiiiiiiiuuiuuiiiiiiiiiiiiiiHiu^^ It is the desire of Motion Picture News to include under this heading novel advertising ideas, successful scheems in the i~xanagement, decoration and equipment of the theatre — everything, in fact, done by the exhibitor to stimulate his trade. We invite every exhibitor to write us about any new enterprise he has; also to come to us for advice or information along any line. Address: Editor, Motion Picture News, 729 Seventh Avenue, New York Ctiy. Artistic, Effective Staging for The Dawnmaker 5>9 WILLIAM S. HART'S "The Dawnmaker " was the latest TriangleInce feature staged by J. G. von Herberg of the Liberty theatre in Seattle. After a private showing of " The Dawnmake " Mr. von Herberg decided that the central theme — the point on which our advertising, staging and music would revolve was the Northland — that cold, vast region where romance goes hand in hand with adventure — where man rules and loves by right of primal might. Gordon F. FuUerton the advertising manager, built his cuts to carry this theme, and emphasized Hart's face and name. In the background of a rising sun was Hart dressed as an Indian — set into the sun's rays was the title of the play The Dawnmaker," while into the dark sky above was set Hart's name in white letters. At the bottom of the advertisement was a horizon of snow covered evergreen trees into the solid portion of which was worked the theatre's name "LIBERTY" in snow covered rustic letters. The billboards and window cards, covered the city highways and business section, while framed photos of Hart, and framed scenes of the play were placed in the windows of the big business houses of Seattle's " Broadway " — Second avenue. Large advertisements were placed in the photoplay sections of the Seattle Sunday Times and Saturday Evening Star. Theatre Bower of Evergreens To create atmosphere for the feature the inside lobby was turned into a bower or cave of evergreen, the walls, ceiling and lights all being hidden by the sweet smelling aromatic pine, spruce and fir with a dash of color lent by autumn leaves which formed a large part of the ceiling decoration. An Indian maid was the cashier and Indian maids were the ushers. The costumes were rented from a local costumer, but to lend the necessary touch of realism, real Indian headpieces of wampum and real eagle feathers formed the headpiece. The girls' hair was parted in the middle — Indian style with a braid hanging down either shoulder. The management secured the genuine Indian wampum and eagle feathers from a local branch of the Hudson Bay Fur Company. The introductory music and lighting effects in the theatre itself were the most difficult problems, for it was decided that not only should this heighten the dramatic effect of Hart's " Dawnmaker " and serve as an introduction, but they must be distinctive and entirely different from anything ever done before. Effects with Organ As the Liberty is unusually well lighted and the organ is always on the job, the established order of things was reversed and electrified the audience. Gradually we darkened the house. Starting from the top and back of the theatre, one by one the lights flashed out and absolute silence prevailed, (the ushers seated nobody while the feature was opening). As the last light flashed out in the front, a low violin and cello combination was started on the organ, accented with the slow solemn boom of chimes, one at a time, as if one had awakened in the dark and the grandfather clock had tolled the hour. By this time, in the two lighting boxes at either side of the curtain was a dim bluish light gradually lightening to grey and then a rosy dawn revealing di-tant snow capped peaks. the sky steaked with the rays of the rising sun, while in the foreground were foothills covered with snow laden evergreen. As the colors changed from dim blue to grey and pink, the music suggested the hum and undertone of wild Hfe astir at dawn, the awakening song of birds, dropping again to dead silence as the title, " William S. Hart's ' Dawnmaker ' " was flashed onto the curtain only to take up the musical interpretation of the picture as the first scene of the play was framed by the opening curtain, and the audience was into the play. Round after round of applause greeted the effect which has been the talk of all Seattle since the opening of " The Dawnmaker." The theatre was packed all day Sunday with the crowds extending into the street in the afternoon and evening, and capacity houses each of the following three afternoons with S. R. O. the following three evenings, when considering that the Liberty is a 2200 capacity house with heavy con^petition. this is the more rcr.";arkr.blc. The Cashier and Ushers of the Liberty Theatre, Seattle, Wash., Dressed as Indian Maids During the Run of " The Dawn Maker " at that Theatre