Motion Picture News (Sept-Oct 1921)

t 0 b e r 2 2, I g 2 I 2161 ... Ill /(i/'/'.v display an " I lir Golden Snare " the Regent tlieatrc, Lansing, Mich., of \hich Ki^y lillson is manager uge Playing Cards Used in Lobby Front \ hf n the Rialto Theatre, Atlanta, ked "Ace of Hearts," Cieorge Schmidt, .ly appointed exploitation director of Rialto, put over a simple, but none the |s effective exploitation campaign. lie two entrances of the Rialto were jidced with large cards, cut from compoThese cards were, of course, aces 1 hearts. One over the top of the door, one on either side was the arrangeAt the upper left, and lower right ers of these cards, in place of the "A" and the small heart, which apon the usual playing cards, there was ^-out of Lon Chaney's head. lUiese cards, with their glaring expanse white, the great scarlet heart, and aney's head, were decidedl)' effective, addition to these five thousand cards a 'e larger than a playing card, but with tiny hearts in the upper and lower corrs, and a larger heart in the center, read "Lon Chaney, star of "The Miracle ' and "The Penalty.'In "and here followed the marking of card to represent 'the Ace of Hearts." the bottom of the card was the theatre me, and the play-date. These cards were distributed through e business section, some of them were d to automobiles, and, since the back "he cards were blank, some were mailed I in a carefully selected mailing list. Postals Advertise Coming Showing of All Star Picture Manager H. A. Schwann of the O'Kare theatre, Eau Claire, Wis., is already advertising his forthcoming engagement of " The Affairs of Annatol." Mr. Schwann and Leon J. Bamberger, Paramount exploiteer, have devised a scheme to advise all of Eau Claire that " The Affairs of Annatol," is a real all star picture. One of the stills is a group picture of all the artists and technical staff involved in the picture. This formed one side of a post card. The reverse side set apart space for the address and the other half, contained a key to the principals in the picture. It was inexpensive and Mr. Schwann says it has started the ball of discussion rolling and the picture is eagerlv awaited. This cut shoivs lio~u,' Manager IVilliford of the Rialto theatre. Union, S. C, uses cutouts to advantage in exploiting his attractions. Williford Dresses Up for Sunday Shows The accompanying cut shows the wa\' Manager Williford of Rialto theatre. Union, S. C, dresses up his lobby for Sunday display. While Constance Talmadge and Ruth Roland are featured, the whole week's program is pictured. The big banner and cut-out caught the attention first, and the whole group provided ten minutes' interest to all passers-by — which means a large proportion of tb*" population in his case. GLORIA SWANSON * THE GREAT MOMENT: Corrs 41(9 Co!ySl,t>iit» m Windozv display for "The Great Moment" secured during the shoiving at the Century theatre, Baltimore Baltimore Window Display Secured by Boasberg Accompanying is a cut showing a window display, which Albert Boasberg, Paramount e.xploiter secured in a Baltimore drug store during the showing of " The Great Moment,'' playing at the Century theatre. The drug store gave a window which was half-covered by an enormous banner, which in turn was dominated by the Star's name. The picture was playing at the Century theatre. Gigantic Bill Board Ad vertises Missouri Attractions The National Printing and Engraving Company erected a 258-sheet poster for the Missouri theatre, St. Louis, which the National proclaims to be the " World's Largest Poster." The enormous board is g3 feet wide and 20 feet high. To execute these posters required two Miehl presses on which the 84 double sheet blocks were printed, and two medium presses for the 90 single blocks. The paper alone weighed 35 pounds. The entire work of printing and mounting the paper took four days' time. This was part of the Missouri's plan tf) knock 'em cold for " The Great Moment." Charles E. Raymond, the Paramount exploiteer. contracted for the work. Explaining by cut some of the exploitation for "Too Much Speed" which the America theatre, Casper, Wyoming, recently put over