Motion Picture News (Jan-Feb 1922)

394 Motion Picture New. “Coat Hanger” Stunt Bobs Up Once Again The famous old, but ever new if not tried too often, “ coat hanger ” stunt was used too good account recently by J. Long, manager of the Family theatre, Hazelton, Pa., in connection with the showing of “ After Your Own Heart.” Because the picture stars Tom Mix, Manager Long advertised in the local dailies that he had received from Mix 1,000 souvenir coat and trouser hangers, and that they would be distributed among the first 1,000 persons paying for admission to the theatre. The advertisement was so worded as not to give the reader great expectations, but merely to arouse curiosity. In the lobby of the theatre a man was stationed to guard the “ expensive ” gifts, which were arrayed on a small table and covered with a large sheet on which was printed “ Tom Mix’s Souvenirs.” When the line began forming each patron was presented with a small envelope, less than 5x3 inches, containing a double card printed on yellow board. The card was perforated at two points and a large nail stuck through the holes. This nail was the coat and trouser hanger, and the surprise it caused was followed by amusement on the part of the recipients. On the card was printed directions for the hammering of the nail and the personal assurance of Mix that the hanger was effective. Cantrell Pulls Many Stunts for “Bob Hampton” Manager Cantrell of the Knickerbocker theatre, Nashville, Tenn., had a good western lobby on “ Bob Hampton of Placer.” In addition to a live array of cut-outs, he built an old-time prairie schooner effect over the ticket booth, with hoops and canvas tops, hay sticking out, and a few guns, cooking outfit, etc. A duplicate display was arranged at the back entrance of the Knickerbocker. “Right Way” Ballyhoo Interests Gotham CHARLES B. McDonald, exploitation manager of the Keith-. Proctor New York theatres, gave “ The Right Way ” engagement at the Broadway theatre, New York, some novel exploitation. Mr. McDonald placed five men in striped prison garb and three others acted as uniformed guards and they were sent out to “bally-hoo” the city.’ So much attention was attracted that traffic was blocked on all corners. The lockstep of the prisoners was so realistic that passersby were convinced that it was a real convict parade until they saw the signs pined on the backs of the men which read, “ ‘The Right Way ’ at the Broadway theatre all this week.” A large sightseeing bus was secured and paraded the streets with a 24-sheet stand of “ The Right Way ” on either side. Mr. McDonald also built a 5 x 10 stand and covered it with manacles, handcuffs and various kinds of locks and placed it in the theatre lobby. This attracted thousands daily. A special lobby was built depicting interior prison scenes. Special showings for club women and city officials also was productive of much publicity for the picture. Advance Stage Setting Sells “Old Nest” An advance stage setting for “ The Ok Nest ” was one of the exploitation idea put into effect by the Windsor theatre 1 Hampton, Iowa. In the space between the silver sheet ant the front of the stage the manager hat j built a miniature model farm, with house barn, silo, windmill and other buildings Miniature telephone wires were strung along the road. On the left of the stage was the frame farmhouse, set back in a spacious yard with a woodshed nearby. Across the roac was the barn and windmill with severa shocks of corn showing in the foreground In the road was a truck operated by ; mechanical contrivance which ran it dowr the road and up to the door of the farmhouse. The blade of an electric fan wa; used to represent the windmill in motion A small sign board, connecting the displaj up with a civic boost for Hampton, was placed in the yard. This display was shown every night foi several days before the screening of “ The ' Old Nest.” The whole display was tied up with “ The Old Nest ” by pictorial onesheets placed on each side of the screen. Simple Exploitation Puts “ Love ” Over for Amos A dreamy-eyed woman standing be fort , a doorway, apparently awaiting the arrival of her lover, was used by Manage; C. H. Amos, of the Strand theatre, Spartanburg, S. C., in exploiting “ Love.” JS ; sable curtain concealed what lay beyont , the doorway, affording the display jus1 the proper touch of mystery. This entire display, with the exceptior j of the black curtain in the doorway, was : made of pasteboard. An occasional timeb touch of paint added realism to the cutouts. That simplicity sometimes ha: more drawing power in lobby display: 1 than the sensational was demonstrated b} Manger Amos’ display. Advance stage setting on “ The Old Nest” used by the Windsor theatre, Hampton, Iowa