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January 7 , 1922
395
Lobby display for “The Old Nest” which Thomas B. M or ant, manager of Sacnger’s Trianon theatre, New Orleans, recently used
Misses No Bets on “Over the Hill”
Des Moines Exploitation Campaign Sells Picture to Every Fan
THE outstanding features of an exploitation campaign for “ Over the , Hill ” staged by Lowell Cash, Fox jxploiteer, for the run of this picture at Idward H. Helmts’ Strand theatre, Des VIoines, were a nine-day newspaper conest, the first three days’ running of it hlaced on the front page of the home edi:ion ; a special showing to ministers and society folk ; a tie-up with the Des Moines distributors for the Victrola whereby five jood window displays were obtained in the business section of the town ; a tie-up (with the second largest department store, whereby 3,000 small printed heralds were wrapped in the store’s packages during the first week’s running of “ Over the Hill,” and the agreement of the police judge of Des Moines to sentence one of ■he first offenders of the law to see a performance of “ Over the Hill.”
The contest with the Tribune was a success, a small amount of money being given as first prize daily and a copy of Will Carleton’s poems as second prize. There were three other prizes consisting of passes to see “Over the Hill” at the Strand. More than 175 people were present at the special showing. As a result of this preview of the picture the Tribune, being named as the host in addition to the Strand management, carried additional editorial comment on the picture in the (form of stories giving some of the comments overheard and volunteered after the showing.
Edward Helmts, manager of the Strand, arranged for and designed a special window display in a vacant store window next to the entrance of the theatre.
This was a farm scene representing a hillside with a small log cabin at the foot of the hill. A small stream of water flowed down the center of the set into a pond near the tiny house. At night a moon on a back drop played on the house and to one side on the back drop was a painted house. Through its windows a small light beamed. At the foot of the road which led to the log cabin was a small sign reading “ The Road to ‘ Over the Hill.’ ”
This window caused much favorable comment and practically every person walking by the theatre stopped to look at it.
Police Judge O. S. Franklin sentenced a youth who had run away from home and who had been arrested for a petty
theft, to see “ Over the Hill.” The Des Moines newspapers having been tipped off to the stunt, carried stories on the unusual punishment given the offender.
One minister of the city gave a matinee party for his entire Christian Endeavor society.
Magdaline Phillips, the motion picture editor of the Tribune, is authority for an article carried in her column to the effect that one man, after having seen the picture, went to his hotel and wrote his mother a letter, enclosing a check for $25.
Another voluntary statement by the Tribune told of a man who gave up a lucrative position in Des Moines to return to Centerville, Iowa, to take care of his mother, he being the only unmarried child in the flock.
M'indocv display on “The Sheik” secured for the showing of this picture at Loew’s
Valentine theatre, Toledo, 0.