Motion Picture News (Jan-Feb 1922)

397 Libson Plays Up Home Talent A new idea in lobby displays is the “ Gallery of Cincinnati Stars ” which has been inaugurated in the lobby of the Walnut theatre, I. Libson’s house in Cincinnati. The idea was conceived and carried out by A1 Hyams, house manager. Already there appear, framed in the lobby of the Walnut, the photographs of eleven screen stars claimed as native sons and daughters of the Queen City. The pictures of screen favorites now hanging in Cincinnati’s largest motion picture theatre include Marguerite Clark, Thomas H. Ince, Mack Sennett, Hobert Bosworth, Ben Turpin, Edythe Chapman, Theda Bara, Anna May, Herschel Mayall, Ray C. Smallwood and Carl Gantvoort. All of these actors, directors or producers are well known to the Cincinnati public as favored sons and daughters who have arisen to fame. Hyams’ big motive in creating this display, he said, was to help the public of Cincinnati to appreciate home talent. The “ Gallery of Cincinnati Stars ” achieved instant popularity and called forth favorable comment from press and public. “Over the Hill’’ Ballyhoo Works Well An old man attired like the father in “ Over the Hill ” was employed by Manager George Cohen of the Cohen theatre, Newburgh, N. Y., during the run of the picture to parade about the city carrying a suitcase on which was appropriate advertising matter. The lobby of the theatre was decorated with two large oil cloth signs and a Victrola played the song “ Over the Hill ” throughout the evening performance. Prologue stage setting, showing characters in the cast, for “ One Arabian Night,” playing recently at the Tivoli theatre, Chattanooga, Term. Carpenter Uses Ballyhoo for “ The Sheik” A big white Arabian horse mounted by a rider appropriately garbed and carrying a banner advertising the show was one of the exploitation stunts used by George E. Carpenter, managing director of the Paramount Express theatre, Salt Lake City, to aid in putting over hiS engagement of ‘•'The Sheik.” ) Above — Lobby decorations for the showing of “Molly O” at Gift’s theatre, Cincinnati. Right — Window display on “ Molly O” for the Gift’s engagement “Molly O” Hits Cincinnatti Big Exploitation Campaign Staged for Gift’s Theatre Engagement Ul\ \ OLLY O ” is playing an indefiy I nite engagement at Gift’s theatre, Cincinnati, following an exploitation campaign that has set new standards for the city. All sorts of tie-ups and stunts were used with good effect. The song “ Molly O ” was sung at the Lyric theatre, the McMahon & Jackson vaudeville house and by song pluggers in various other public amusement places of the city. A special trailer on the picture was used well in advance of the opening date. A young woman made up as is Mabel Normand in the picture and carrying a dinner pail as shown by the accompanying cut paraded the streets as a ballyhoo. The song pluggers and the girl put on an original sketch from in front of a song shop advantageously located. Private screenings were arranged for the press, city officials, clergy, club and society leaders and others whose recommendation was desirable. Window displays were arranged in drug stores and soda fountains were induced to tie up with various “ Molly O ” drinks. A chain of bakeries got out a “ Molly O ” breakfast roll. A toy shop created a “ lady ” doll. This doll was, after being exhibited in the shop window, auctioned off as a design by Mabel Normand with the proceeds to go to the local Children’s Hospital. Mabel Normand playing cards were distributed among a half dozen clubs in the city, and sold at the theatre as souvenirs. The chef of the Chamber of Commerce diningroom prepared a special “ Molly O ” salad, which was duplicated in a number of other clubs and restaurants. The shoe repair shops were induced to tie up with the general publicity by inserting in their windows cards advertising “ Molly O ” Sullivan heels. A half-dozen girls were employed for several days following the opening of the picture to telephone to a selected list of private residences of the city. Very little was said in the telephone conversation and there was no solicitation, but the impression was left that a friend had rung them up to recommend the picture and mention where it was playing. All in all, it was one of the most comprehensive campaigns ever put over in Cincinnati. The First National exchange and the McMahon & Jackson publicity force cooperated in the campaign.