Motion Picture News (Sept-Oct 1921)

October , i 9 2 i 2289 1\ . * ^ mi, Two Omaha Theatre Do Things for "Old Nest" The Sun and the Moon theatres in Omaha, Neb., put over an exploitation campaign for their simultaneous showing of " The Old Nest," by Rupert Hughes, which exceeded anything ever known in the state. To begin with, the service book suggestion for a tie-up with the telegraph companies was put into such thorough execution that not only did the Western Union place a large artistic card in its main office window but also installed an instrument, desk and an operator in the lobby of both theatres. The sign in the window was painted on a large piece of light-colored cardboard about six by ten feet. Across it, obliquely, was painted a gigantic telegram blank with " Send her a wire now !" written across it in large type. Above the telegram, in white script was the injunction " Give a thought to mother." Down the right edge of the large sign was the following: " and see THE OLD NEST now playing Sun and Moon theatres." At the desks installed in the lobbies of both theatres were the glass signs used by the Western Union and signs reading " Give a thought to mother " and " Send her a wire now." Hundreds of patrons stopped after the performances to send messages. A tie-up with the Chicago, Milwaukee and St. Paul railway was also obtained. It took the form of a large card upon which were pasted four "Old Nest " photographic enlargements of stills: The text painted in large white type upon the card read, " Give a thought to mother, ' The Old Nest.' Leave today to see her via C. M. & St. P. Ry." As a' background was painted in light, soft colors two branches of a tree. The lobbies of both theatres were tastefully decorated, one with tree foliage, the other with vines and foliage over the front of a little frame house constructed in the lobby between the entrance doors on either side. On the gable of the clapboarded house was painted the " Old Nest" slogan, "East, West, Home is Best." Passers-by stopped all day long and throughout the evening to admire the beauty of the lobby displays. Lobby of the Moon theatre, Omaha, decorated for the shoiving of " The Old Nest" Orowitz Devises New Stunt Idea Fred V. Greene's Dover stunt for " The Affairs of Anatol " in which he distributed cards with the star's pictures divided and offered free seats to any persons mating the divided pictures was appropriated and bettered by Eli M. Orowitz, Paramount expld'ifeer, Philadelphia. Green and Manager Woodhull at Dover threw away all but rive matches. Orowitz sold the unused halves to other exhibitors. Orowitz also printed a list and pictures of the " Anatol " stars on the back of his card to make the matching easier. Real "Moonshine" Still Used in Lobby Manager Nichols of Paris theatre, Durham, N. C., used a real " moonshine " still when he showed " The Kentuckians," 'borrowing it from revenue officers who had secured it nearby. Two fresh-cut trees were placed over the still and shotguns added force to the display. Water was placed in a big tub on the floor, and as the still had just been brought in a few days before, it had the " real " smell, and passersby just had to stop. Many weren't satisfied till they tasted the contents of the tub. Thij still played a prominent part in the lobby display for "The Kentuckians' picture played the Paris theatre, Durham, N. C. when this