Motion Picture News (Mar-Jun 1920)

April 10, 1020 Electricity and Art Aid " Daughter of Two Worlds" The last word in the creation of inexpensive atmosphere of the most enticing variety for the front of a theatre was seen recently by hundreds of Milwaukee picture fans, who, responding to the lure of electricity and art, flocked to the Alhambra to witness the showing of Norma Talmadge in " A Daughter of Two Worlds." The space above the great doors leading from the lobby into the foyer was occupied by a realistic painting of two classes of domiciles. On the one side was the home of wealth and luxury, a dignified residence with stately colonial pillars, surrounded. by handsome grounds and noble trees. Just beside it was the picture of the star— laughing, happy, carefree. On the other side was a reproduction of a tenement district, with tall, forlorn houses lining the alley and clotheslines hung with nondescript garments, clipped from actual fabrics. Close by was another picture of the star, this time shown as the daughter of the tenements — sad, wan, hopeless. The pictures Were cut from 24 sheets. Each of the two Talmadge heads used measured some six feet in diameter and of course were lithographed. They were mounted on beaver board, one overlapping the other, while around the pair ran a rim of electric bulbs shooting off into arrows that pointed at the two homes. Charles Brewster, electrical wizard of the Alhambra, made the lighting arrangement striking, the rims flashing alternately. The bulbs around the happy girl's face were red and their rays glinted off the tip of the arrow that pointed to the rich home. Green lights circled the face of the unhappy woman, casting a sickly shade over the miniature tenement district. "April Folly" Prelude Dainty ONE of the most artistic prologues that has ever been given a feature on Broadway is provided at the Capitol theatre this week in connection with the showing of "April Folly," with Marion Davies as the star. The prologue is to be especially commended, since it is very brief and leaves the audience longing for more. In fact, when it was witnessed by the MOTION PICTURE NEWS critic the applause was insistent. Because of the length of the performance, there is an intermission and promenade concert just after the main musical number, and then comes the comedy. Immediately at the conclusion of this the curtains part, showing a half circular window effect, one of the clever creations of John Wenger. Lighting effects with the colors blended bring out the figures inside of the restaurant in their gay costumes and their wild tribute to folly. A few bars of song are rendered and almost immediately the feature is projected on the screen. The whole thing occupies less than two minutes. Loew-Metro Plans Discussed (Continued from page 3263) even greater heights and greater popularity in the year to come. " Thus our special productions with our established stars as well as those we will make with all-star casts should possess the greatest box-office magnetism. " In the making of our specials our studios in the east and west will be utilized. The western studios in Hollywood, California, will be in charge of Joseph W. Engel, as general manager. Our Sixtyfirst street studios in New York will be under the watchful eye of Maxwell Karger, who as director general will personally supervise all production at these studios." 3279 Goldman Stages Atmospheric Prologue for Nazimova Feature Exploitation and presentation are receiving the undivided attention of the management and publicity of departments of King's and Pershing's theatres, St. Louis, these days. During the recent engagement of Nazimova in " Stronger than Death," William Goldman managing director of the theatres presented a very artistic atmospheric prologue. He engaged Miss Adele Kirkwood, a St. Louis girl, to dance in a scene which was an adaptation of Nazimova's number on the temple steps in " Stronger than Death." The setting and lighting effects were in keeping with the splendor of the scene in the picture. Lang Believes in Personal Letter Idea A. P. Lang, manager uf the Temple theatre, in Pleasantville, Ohio, is a progressive showman whose original exploitation ideas contribute greatly to the success of his house. Mr. Lang is a firm believer in the efficacy of mailing campaigns to swell the lines at the box-office. He devotes considerable time and thought to the composition of the letters he sends to persons on his mailing list, and the result is that their cleverness attracts a great deal of attention. Recently the Temple theatre showed "Fair and Warmer," starring May Allison, using this form of publicity. The result of the exploitation strengthened Mr. Lang's belief that his plan is good. Later an equally clever letter was sent out for " Lombardi, Ltd.," with equally satisfactory results. Attractive hand drawn lobby fainting for "A Daughter of Two Worlds" used by the Alhambra theatre of Milwaukee