Motion Picture News (Sept-Oct 1921)

1998 Attractive decorations for "While New York Sleeps" by the Paris theatre, Durham. X. C. "Old Nest" Lobby Pleasing Modjeska of Augusta, Ga., Decorated Attractively by Manager Crysline To see "The Old Nest," when it played a three day run at the Modjeska theatre, Augusta, recently, one opened a white gate, set in a high red brick walk, and went up a narrow little " flagged " path between rows of blossoming flowers, to a box-office practically hidden by a summer-house arrangement of white laths, covered with artificial wistaria. The fence was quite high, and the only posters that could be seen were the threesheets at either side of the lobby. The fence or brick-wall began at the very edge of the lobby, and was so arranged, that one side seemed to lap over the other, leaving the little white gate. Artificial Dorothy Perkins roses nodded over the top of the brick wall, luring one into an old-fashioned garden, which was distinctly pleasing, even if artificial. The big electric sign outside the theatre gave the name of the picture, and an arrangement of dull grey paper strips formed a sort of nest. Inside the brick wall, there was a small sapling at one side of the lobby, and in this was a genuine abandoned bird-nest. In addition to the lobby, a tie-up was made with a local photographer, whereby special rates were made to people who brought little slips given them with their tickets to see " The Old Nest " and the photographer carried an ad in the paper for three days preceding the run, as well as for the three days of the run, advertising this. Another thing which caught the interest was the theatre's announcement, contained in all of their ads and " readers " in both of the daily papers for a week preceding the run, that, because the pic ture was such a wonderful one and because they wished every man, woman and child in Augusta to see it, they would be glad to admit free, as their guests, anybody unable to pay the admission price. It is not on record that advantage was taken of this generous off'er, but it played its part in assuring Augusta and surrounding towns that the picture was worth-while, judging by the tremendous crowds which, even at double the usual admission, and in the midst of the baseball team's last games of the sea.son, coupled with the unusually hot weather, greeted the picture at each showing. Motion Picture N ew^ Philadelphia Schools Ai^ *'Rip Van Winkle Premiere | An exploitation campaign that w; directed especially to the public scho students, has been the feature of a ]ir release showing of " Rip Van Winkle " the Academy of Music, Philadelphia. A tie-up with the schools, with ; tendent newspaper publicity was brou;: about as follows: Ten gold watches W' offered as prizes for the ten best fi: word essays on " Rip." " Rip " in peraccompanied by four little gnomes, vi>i; the schools and gave away heralds cj which were printed all the necessary u| formation. So enthusiastic was the cil operation accorded that in many instanaj the principals of the different schools sen teachers from room to room to give short talk on Washington Irving's in mortal classic and the place it occupies i American literature. Special tickets wei| issued for school children which admitU them for half price. The whole campaig was comparatively inexpensive ami brought the showing of the picture to tt attention to practically ever}' resident c the Quaker City. Durham Theatre Builds Inexpensive Lobby Display An effective lobby display on " W'hi New York Sleeps " was designed by Mai ager Nichols of the Paris theatri Durham, N. C, as shown by the ai companying cut. The central display of the " peacoc woman " was lavishly sprinkled wit " jewels," rhinestones and glass jewelry i different colors being glued on the figur The effect at night when various colore lights scattered about the lobby i luminated the display, was excellent. This is the way Managing Director E. R. Rogers of the Tiz'oH tfieaire. Chattanooga, Tenn., decorated his lobby for the shoiifing of "Carnival"