Motion Picture News (Sept-Oct 1921)

2158 Motion Picture N g Lobby display for " Mother O' Mine " and in honot at Johnstown, Pa., by Managing Director L. of the Elks' Convcntidu recently W. Barclay, of the Nemo theatre held Capitalizes Modern Miracle Wendt Takes Advantage of Unusual Event Recently Occuring at Toledo LOUIS LAMONT, Toledo man, has just had his sight restored after a period of twenty years' darkness. A serious operation worked the miracle. These and similar words told a most wonderful story only recently in Toledo papers. Reading this notice, Harold F. Wendt, Publicity Director of the Rivoli Theatre, Toledo, O., hit upon a plan which was sure to make many friends for his theatre, proving thereby that it is news that counts and that theatres can capitalize upon certain items of timely interest, if they know news when it is news. Wendt has a "nose for news," having been a newspaperman for several years previous to his entering the amusement business. The papers telling of the restoration of Lamont's sight were hardly on the streets before Wendt got in touch with the "new born old man." Lamont was queried and said that he had never seen a movie, but had seen what they called stereopticon views, twenty years ago, just before he lost his sight. Mr. Lamont was invited to attend a performance at the Rivoli and the newspapers were informed of the coming event. All the Toledo papers sent good men to cover the story of the erstwhile blindman's first glimpse of a motion picture. Lamont related to the editors the last theatre in' which he had been was an extremely dirty place and that he sat on a bench from which he watched the panorama on the bed sheet stretched on the end wall. He then gave his impressions concerning the new Rivoli theatre with its upholstered chairs and of the wonderful thing that the motion pictures seemed to him. Toledo papers carried full column accounts of the story as well as having photographers on the job to shoot Lamont. Wendt had a local moving picture man on the job and took pictures of Lamont entering the theatre, his making the acquaintance of Mr. Turpin and his departure. Lamont was invited to return as a guest of the theatre the following week, when he had the unique pleasure of seeing himself upon the screen, as well as taking a trip through the huge projection booth to see what it was that made Lamont, he himself, walk upon the screen. Baremore Has New Ej' ploitation Idea At the new Tivoli Theatre, Eig avenue and 50th street, New York, a st that awakened considerable interest in neighborhood was put over by R. W. B; more who is handling special publicity the theatre. Beginning on Monday announcenn were sent throughout the neighborh that motion pictures of the children wcB be taken in front of the Tivoli Satur afternoon. The cards telling of the e\ informed parents that the pictures wc be shown at the Tivoli on the follow Tuesday and Wednesday and then stc in the theatre's vault for six years w they would be shown again. This metl it was explained would give parents opportunity to see their children grow as it was to be an annual event at Tivoli. Painted signs were used in front of e theatre and the stunt given, wide publi y in several ways, the newspapers also ( ling attention to the taking of the pictu The cameraman went through the ne borhood in an automobile with signs both sides and back while the camera grinding away. Long before the appoii 4 time crowds of mothers and children v e in front of the Tivoli. Many shots, inc ing close-ups, were taken in front of t theatre and then from the automobiln different sections of the neighborhood The stunt proved most success Hundreds of inquiries were receiv( the theatre while the idea made a deci hit with parents who were deeply in •■ ested in learning that they could see t kiddies grow up by means of the Ti . motion pictures. Not only did cro turn out for the taking of the films also for the showing of them and in way numberless friends were made for Tivoli. The theatre received unusu ; fine mouth to mouth advertising that ' help it to a considerable extent. i I L. W. Barclay's "Mother O' Mine" float which won first prize in a recent Elks' Conventii parade at Johnstown, Pa., and also exploited the showing of the picture playing at the Nen theatre of which Mr. Barclay is manager