Motion Picture News (Dec 1920-Feb 1921)

842 M o t i o II Picture N e ws "The Lastof theMohicans" Exploited in Philadelphia When " The Last of the Mohicans " opened in Philadelphia, it was given a great deal of exploitation, and made the subject of several tie-ups, notably with the schools. The book is required reading for the eighth grade of the public schools. Therefore it was to the schools that Manager George Gravenstine, of the Carman theater, which ran it for a week, turned for assistance. Altogether eight schools in the neighborhood were visited. Ofifers were made for benefit performances in connection with the schools, and special matinees were also arranged, whereby pupils of the various schools interested in the tie-up were admitted at a reduced rate on presentation of a special ticket. Another method of advertising the film was by means of a float, featuring an Indian, a tepee, and characters from the story. This was used the week before the opening and during the run, standing before the theater at night, and traveling through the neighborhood in the daytime. It excited a great deal of favorable comment. Elaborate colored descriptive sheets were also passed out at each performance the preceding week. They contained scenes from the picture and a small amount of description, and were most attractive in appearance. In addition to this, cards were placed in store windows, advertising the program. Impressive Prologue Presented at the Criterion A CHURCH interior unadorned except for the richness of the stained glass windows and illustrated in the cut appearing below is the stage setting used by Hugo Reisenfeld for his prologue and introduction to " The Inside of the Cup," opening for an indefinite engagement at the New Yoi"k Criterion, Sunday. The canvas is by Josef Urban, famous scenic artist, and is rich in its effects of stained glass windows, beautiful columns of the Gothic Church and the medieval statues of saints which are scattered within the nave. The entire symbolism of motion picture and prologue is summed up in the main window which represents Christ driving the moneychangers from the temple In this unusual frame Gladys Rice, soprano, sings Gounod's " Ave Maria." Her costume is the simple white of the novitiate in orders. On the same Criterion programme, but offered more as an appetizer than as a prologue, is the overture dansant. The Criterion orchestra carries the theme of the " Blue Danube " waltz. A ballet of nine young and good-looking girls interpret the music. Noble's "Round-Up Prologue Three hobbledy horses navigated by a harmony trio put on an unusually good " atmospheric setting for " The RoundL'p " when it showed at the Liberty theatre m Portland, Ore. Tails, bolt upright ;.nd manes flowing the three steeds dashed into the western frontier stage setting heralded by murderous shots from toy pistols. A burlesque show was put on which included sharp shooting, larir tlirowing and waltzing by the horse Their riders sang such songs as " Cowbt Joe " and " Cheyenne." Xoble. himself conducts the ciiorus. Big Displays for Residential Theatres The distinctive thing about the fullpage, cooperative advertisment which the BroadwayProspectArt theatres, of Kansas City, ran in a Sunday issue of the Kansas City Post, was that it marked the first full page ever used by a theatre other than a centrally located house. The theatres belong to the ' neighborhood " category, but it was largely upon the suggestion of John P. Goring, exploitation representative for Famous PlayersLasky Corporation, that the managers of the theatres decided to give their patrons " Something to Think About," with their unusual policy of newspaper advertising. In order to reap the full benefit of their full-page display these three '" suburban " houses, which played Something to Think About " coincidently, had to run their copy several days in advance of the opening. This was done to allow several hundred feet of film to be taken of the advertising spread and these in turn were run in each of the three houses. Bond's Clothing House was sold on the advertising idea by the exploitation man and came in for part of the page reducing overhead for all three theatres. Such use of advertising space by neighborhood houses establishes a new precedent, shows fields of exploitation still open to exploitation men, brings good will from newspapers and box office returns to theatres of enterprise. Impressive slagc setting for a prologue to " The Inside of the Cup " at the Neiv York Criterion. The setting zvas painted by Josef Urban