Motion Picture News (Sept-Oct 1921)

2290 Motion Picture News A log cabin lobby display on " The Rider of the director of the Rialto thea "Old Nest'' Lobby Pleases Easton, Pa., Residents For the showing of " The Old Nest " at the Strand theatre, Easton, Pa., Manager Buss and W. R. Ferguson, Goldwyn exploiteer, helped put the picture over to phenomenal business by the use of a pretty lobby display. On the entrance columns on either side of the theatre they built two tall, narrow pieces of lattice-work which were covered with roses. The special " 0,ild Nest " litho one-sheets were posted near the lattice-work where every passerby would see them. In the lobby was placed a large writing desk. A man was engaged to sit at the desk and write letters to suggest to others that they do likewise. Paper, envelopes, pen and ink and telegram blanks were placed on the table. At certain hours every day a boy wearing a borrowed Western Union uniform stood in the lobby and carried any telegrams that were written by patrons to their mothers over to the Western Union office. A letter box was placed in a prominent position on a post so that the ones who wrote letters at the desk could post them at once. It was remarkable how many persons upon leaving the theatre wrote telegrams and letters at the desk. Mr. Buss engaged a singer to render " Home, Sweet Home " at the conclusion of each screening and the song went over big every time. A special herald for the pictuiCft '^^'as prepared and distributed among tlie various stores, where it was enclosed with packages. It was also distributed from house to house. The newspaper and billboard advertising was increased for this showing with splendid effect. King Log" used by E. R. Rogers, managing tre, Chattanooga, Tcnn. Masked Beauty Works for "Experience" in Detroit When " Experience " played at the Strand theatre, Detroit, Albert Boasberg, the Paramount exploiteer, devised a novel street bally-hoo. The most beautiful lady available was masked and driven around town in a brand new, flaming red, Stutz. A sign on the spare tire read : " Beauty will be unmasked to you on the primrose path at the Broadway Strand theatre, the Seat of Screen Superiority." The car, gasoline, and a liveried chauffeur were furnished by the Stutz Company. The theatre also hired a man and rented a railroad conductor "s uniform. This man worked in hotels and stations. He approached all incoming persons carrying suitcases and begged to inquire if they had lost their tickets. He then handed them something that looked like a railroad ticket which was no more than a herald advertising the picture. Elaborate Prologue for "One Arabian Night" An elaborate prologue number for " One Arabian Night," under the title of " A Harem Interlude," was presented during the engagement of the leature of the Brooklyn Mark Strand theatre. The set which Managing Director Edward L. Hyman provided was an interior of an Arabian castle, palace or harem, the throne room of the Sheik in the foreground. It was a series of high vaulted pillars lit in bizarre red with a sky blue garden back drop contrastmg through the arches. The Sheik with rich turbanne head dress sat upon a dais surrounded by his court attendants, councillor.-,, lackeys, (lancing girls, servitors, etc. His favorite wife lolled at his feet. Henry Moeller, tenor, in the part of the Sheik was imposing in a luxurious costume of white and yellow. He stepped from his throne and sang on opening " The Song of India," from " .Sadko." As he settled back upon his throne, with his incense pot^ curling before him, the Mark Strand ballet corps arose from cushions and presented " Danse de Salammbo." Dorothy Bell, soprano, cast as the Sheik's favorite wife, ^ung in obeisance, " Plus Grand Dans Son Obscurito," from Queen of Sheba." As the ^lark Strand Symphony Orchestra played the processional from " Queen of -Sheba," Walter Waitword in the role of the slave dealer, appeared leading the " desert dancer," who was presented to the Sheik and commanded to dance. She laid aside her outer draperies and interpreted a vivid dance, at the conclusion of which the Sheik, enraptured, lifted the royal necklace from the neck of his court favorite and bestowed it upon the newcomer, his latest favorite. Then the prince appeared in the role of the gallant wooer and carried his courtship of the desert dancer to the extent of romantic song. She submitted to his singing ardor and at the finale the prince clasped the dancer in his arms. Jackson Kinsey, baritone, as the prince, utilized " The Bedouin Love Song " to impress the desert dancer. Mme. Serova used " Bayadere " as her chief dance number in the court scene. Illuslratinp the story appearing herewith on the prologue number for " One Arabian Night," staged by Managing Director Edward L. Hyvian of the Brooklyn Mark Strand theatre