Motion Picture News (Dec 1920-Feb 1921)

January 22, i () 2 1 843 Stag^ setting and characters appearing in a specialty number which serves as a prologue for "Polly With a Past" at the Riz'oli theatre, New York, this week Sassen Gives Fox Serial Great Send Off Southern Exhibitor Puts Over " Married on Stage " Stunt for " Bride 13 " HERE is an exploitation stunt for " Bride 13 '' put over by Phelps Sassen, manager of the Lyric theatre, Easley, S. C, that reads like a press agent's yarn, but it is all truth, even down to part where Mr. Sassen's bride came near being " snatched from the altar." The title, by the way, of the first episode of the Fox serial. When Mr. Sassen booked " Bride 13 " he began cudgeling his brain for a new and novel stunt so far as Easley was concerned to bring the first episode to the attention of his patrons. He finally decided on the " married on the stage " idea and made an offer of prizes of considerable worth to the couple who would consent to be married in the Lyric. For several days no one appeared to take advantage of Mr. Sassen's oflfer, although there were a number of " nibles." However, the night before the serial was to start an Easley business man approached the Lyric manager and stated that he represented a couple who would go through with the stunt. A bargain was soon made and Mr. Sassen hustled out to get together as large a list of wedding presents as possible. In this connection he was assisted by the Easley business men and sooa had better than $150 worth of useful articles pledged. In the meantime the coming event scheduled for the next day at 4 o'clock was widely advertised. Long before it was time to tie the knot or start the show, the Lyric was jammed to the doors. At the conclusion of the first show, the Lyric pianist began playing the wedding march and down the isle came Manager Sassen and a minister, followed by an usher who led the bride in one isle. The groom and an usher marched down anjother isle. Rivoli Specialty Real Novelty "H ERBERTIANA " is the title of another unusual stage number presented by Hugo Reisenfeld at the New York Rivoli, this week. Based on the music of Victor Herbert successes, it brings together a group of singers and dancers which rival the productions of the musical comedy stage. The spirit of the production is that of a young people's sociable. Grace Foster, soprano; Ralph Soule, tenor; Paul Oscard and Vera Myers, dancers, and members of the Rivoli ensemble, appear in the number. The number opens with Oscard and Miss Myers dancing to the strains of the " Nightingale Song " from " Mile. Modiste"; Soule takes up the refrain and the ensemble sings from the popular tune while the dancers continue. " The Superlative of Love," from Herbert's " Her Regiment," is next sung by Soule, with the refrain sung alternatingly by the tenor and Miss Foster, and the ensemble taking it up while the dancers trip a few steps. There is a soprano recitative which modulates into the chorus of " Kiss Me Again " which the ensemble repeats and which the dancers bring to a close with a charming bit of pantomime expressing the spirit of the song. " Herbertiana " is a production of the New School of Opera and Ensemble with special choreography by Oscard. Its rich melody and sprightly dance interludes made it one of the most pleasing productions at the Rivoli. The party mounted to the stage and took their places in front of the screen. To the accompaniment of " Oh, Promise Me " the minister began the ring ceremony, while Mr. Sassen thinking about the box office receipts and how well his stunt had gone over, smiled like the cat that had eaten the canary. The ceremony had proceeded but a short way when all of Mr. Sassen's carefully laid plans blew up with a bang and " snatched from the altar " in real life threatened to ruin the knot that was being tied and Mr. Sassen's exploitation stunt. Down the aisle hurried a middle aged woman. Up on the stage she climbed and hurriedly ducked behind the screen, dragging Mr. Sassen after her. From behind the picture curtain came the woman's voice shrieking in the ears of the surprised manager, such expressions as " It cannot be. It cannot be. She is my only daughter. She is too young. Stop it. Please stop it." It was not long before Mr. Sassen came to the conclusion that somebody was making objection to his stage wedding and that the somebody was the bride's mother. Consequently the splicing operation was called off while a consultation was held between bride, groom, mother, sisters, brothers, friends and relatives. After fifteen minutes of argument and pleadings the mother was persuaded to give her consent to the marriage and stood by while the rest of the ceremony was performed. After all due formalities, clear down to kissing the bride had been concluded, Mr. Sassen, his audience and wedding party again gave their attention to " Bride 13." Mr. Sassen states in telling us of his stunt and the attendant dramatic finish that fate added to it, that he has tried a lot of exploitation ideas but that never has anything gone over like the married on the stage idea. Of course he admits that the " snatched at the altar " part helped put a dramatic finish to his efforts and that everybody in Easley is talking about " Bride 13 " as a result of what happened, planned and unplanned.