Motion Picture News (Dec 1920-Feb 1921)

844 Motion Picture New Stage setting for H'illard C. Patterson's Christmas show at the Criterian theatre, Atlanta, Ga., as described below Patterson Puts Over "Dinty Exploitation Campaign Extraordinary i Gets Atlanta's Attention and Then Some WILLARD C. PATTERSON has recently put over a most successful exploitation campaign for " Dinty " which began with newspaper stuff six weeks in advance of the showing and continued to the very last day. On opening day, Mr. Patterson's " pet bet " started the ball rolling. This was a trio of newsboys, dressed as much as possible like the trio in the picture — " Dinty," " Chinkie," " Watermillions." These boys worked the streets of downtown Atlanta, always together, and wearing on their backs, placards which read, " See Dinty — Criterion today." There were an oddly assorted trio — the freckled faced white boy, the lemon-hued "Chinkie" and the shining, coal-black little Watermillions." Another tie-up which proved astonishingly successful was that of the newsboys. Since " Dinty " is the story of a newsboy, it was peculiarly appropriate that the newsboys themselves should help to boost it. And they gladly did. On Monday, every newsboy in town and there are more than two hundred of them, — wore a placard similar to those of the trio, reading " See Dinty — Criterion today." And usually the newsboy, making a sale, would conclude it with some such remark as " Sa-a-ay, yu don't want to miss ' Dinty ' — he's great ! " All of which had its effect. But perhaps one of the most successful " tie-ups " of the entire campaign was that with the cigar-stores and the cigar-stands in hotels. Twenty-five men who worked at cigar-stands, either in drug-stores, hotels, or cigar-shops, were hired, to finish up a sale by boosting the picture. It was very insidious, and worked with amazingly successful results. For instance, when a man completed the purchase of his favorite brand of smokes, and was picking up his change, the clerk, would say : By the way — have you seen the picture at the Criterion this week ? " etc. Every orphan's home, and charitable institution which took care of children, were guests of the management some time during the week, to see the picture. And of course, the newsboys also had a treat. But the exploitation of " Dinty " did not cease with the outside. In other words, Mr. Patterson not only " Put over " the picture in a new and interesting way — he put it " on " with his usual success and thorotighness. Inside the theatre, the Christmas spirit was carried out in the decorations, which were great loops of smilax, looping gracefully from the side-lights, from the stage clear back to the main entrance, the loops " starred " here and there by great scarlet poinsettas. The balcony stairs were twined with the vines, and the red blossoms, and great jars of holly and mistletoe stood on the tables in the lounging rooms. A special stage set that created no little favorable comment, depicted a snow scene — snow covered hills, a wintry blue sky, and, nestled in a valley between the hills, apparently very far away, was a tiny cottage, whose windows glowed with a warmlooking orange light. Down stage, and as if on a lower slope of the hill, the snowcovered roof, and red chimney of another cottage peeped. The orchestra put over one of the best numbers on the bill, in an overture called " A Toy Symphony." Every member of the orchestra wore little red caps with " streamers " and they seemed to get even more fun out of the overture than the audience itself. Jackson Gets Out Novelty Herald Making New York City sit up and take notice with cards that cost $4 a thousand to print, $3 worth of feathers, and a few hours' work on the part of theatre employees is some stunt. It was accomplished !•} Ben H. Jackson, manager of the Wilham Fox Audubon theatre, and although the cards were issued some weeks ago, they are still in circulation through the city, because of their novelty. The cards were used as a novelty advertising stunt for a showing of " Twin Beds." They were postcards size and through two holes punched at one end theatre employees thrust a small feather, the significance of which v as disclosed by the wording, as follows : " Here's a tickler. ' Twin Beds ' will Tickle You," and other announcement.s concerning the feature. Willard D. Patterson's street ballyhoo for "Dinty ' li'hen this picture played the Criterian theatre, Atlanta, Ga.