Motion Picture News (Jan-Feb 1920)

ruary 28 , 1920 (Exhibitor Service) 2107 Stages Bona Fide Horse Race as Interlude Madison Theatre, Detroit, Gives " In Old Kentucky " Exploitation That Breaks All Records for Automobile City [IARKED by the cornering of every inch ot U available billboard space, the importing of , mechanical equipment from New York, the ,ing of a troup of artists for a prologue and -ive advance and consistent publicity efforts, .[adison theatre, Detroit, has just completed vploitation campaign tliat resulted in surpassiiy theatrical event in the history of the city. Iiough perhaps no more effective in the grand id of success than a number of other novelties luced in the promotion of " In Old Kentucky," esh-and-blood horse race that took place on 1 stage just at the time it was shown in the picle probably drew more attention and generated ire word-of-mouth advertising than anything lb used in the campaign. ITo accomplish this horse race, George \V. 'tndle, manager of the Madison, was put to the ■I5C of importing an expensive treatdmill New York. A decision to introduce the horse race ever seen on a Detroit stage pcr•iccounts for the last-minute attempt to inthe success of the presentation by getiins :;iined horses and jockeys from New York, that moment in " In Old Kentucky," when tlic ihey're off," is shouted, the orchestra switched I 6-8 agitato movement. As the race pro-cd the tempo of the music increased. And t<t as Anita Stewart astride Queen Bess was seen J forge to the front and thunder neck-and-neck mgside the leading contestant. \t this moment, like a flash the screen was isted and two horses could be seen apparently nning across the stage. By the means of a movl panorama it seemed that the horses were really sring across the stage. By means of the treadIll, the horses' legs were going at the rate of 60 iles per hour, while the horse was not gaining an :h. At the proper time the screen was suddenly opped and the picture was resumed. I A novel idea in the building of a lobby display linsformed the front of the Madison theatre to iresemblance of a miniature grand-stand, paddock id betting booths. By means of blackboards laced naturally in the upper lobby panels the feet of the slates seen about a race track was 'lined. A picket fence running through the lobby jive the effect of the paddock. I The exterior effect w as gained by using postertiard in shapes to represent the outside of the , MADISON J SEE THE GREAT RACE OF QUEEh BESS AGAINS The lobby display which the Madison theatre used for its Kentucky " slumiiig of Anita Stewart's " In Old grand-stand. On various columns of the immitalion grand-stand were printed statements such as : " See the Most Spectacular Screen Presentation Ever Offered In Any Theatre." " See For the First Time Real Live Plunging Horses In An Actual Race on the Stage." " See a Company of Trained Vaudeville Artists in a Special Singing and Dancing Act." " See the Great Race Between Real Live Horse Flesh and the Greatest Stage Race Since 'Ben Hur'!" This lobby was con ceived and designed by Howard O. Pierce, director of publicity for the John H. Kunsky Enterprises which own the Madison and house manager Moule. Mr. iMoule used only a news weekly, and a prologue as the accompanying entertainment for "-In Old Kentucky." However, the prologue was in itself a gem for wit and melody. A quartet of negro singers and dancers placed the audience into a most receptive mood for the attraction by the old (Continued on page 2110) I Lobby display for " In Old Kentucky." used by the Madison theatre of Detroit