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1994
Motion Picture N ew\
A vieiv of the prologue number for " The Idle Class," which Managing Director Joseph L. Plunkett of the New York Mark Strand thca:,
presented during his engagement of the picture ,
Atlanta "Old Nest" Campaign Goes Bi^l
Exploitation and Presentation of Picture in Southern City Achieves Great Results
ENRICO LEIDE, managing director of the Howard theatre, Atlanta, and conductor of the Howard orchestra, has contributed materially to the picture history of the city by his exploitation and presentation of " The Old Nest."
Manager Leide began his campaign two weeks before his opening play date, by a tie-up with the Western Union, by which cards about i6 by 22, dark blue backgrounds, were hung in every branch office in the city, as well as in the suburbs, and in the big downtown main office. Pasted on these cards were especially effective stills from the picture, those predominating being of the Mother, alone, looking out of her window. On these cards, lettered in a lighter blue, and white, were the words, " Don't Break Your Mother's Heart ! See ' The Old Nest ' and send her a telegram, telling her that you remember ! "
Practically the same line was followed
with a tie-up with the florists, except that on these cards was lettered " Don't forget Your Mother ! See ' The Old Nest ' and tell mother you love her. Say it with flowers." These hung in every florist's establishment in the city, and many of them arranged special windows, giving these cards unusual prominence.
At the busiest corner of the city Manager Leide erected on a tall pole which brought it almost to the top of the municipal flagpole, a two-story " bird house," copied exactly from the house shown in the picture. Across this, and on the pole beneath it, were banners and signs reading, " Don't break your mother's heart by neglect. See ' The Old Nest ' and remember ! "
The prologue was entitled, " Dear Little Boy of Mine," and was divided into four parts as follows :
Part L — The playing of " The Lost Nest," by the orchestra, leading up to the second part.
Part H.— " Dear Little Boy of Min. sung by Mrs. Edwin Sawtelle, made as the mother in " The Old Nest."
Part HI. — The representation on t stage of an actual train wreck, during t singing of the song. The mother is se standing looking out at a great windc which occupied nearly half the proscenii opening. Bars several feet apart rep sented the sashes between the panes glass. Close to this window was a cut-c of a mother bird sitting on a branch ab( a nest in which were four fledglings w opened mouths. In the distance appeal clouds and distant mountains with a n road bridge across a chasm in the fo ground. As the song was being sung t little trains, run by electricity, appeared the bridge and crashed head-on with a noise and flame of light.
Part IV. — " Dear Little Boy of Min The trains having crashed, the motl sinks to the floor singing the last three four strains of the song.
Some "Black Beauty" exploitation put over by the ncn Lyric theatre, Crookston, Minn.