Motion Picture News (Jan-Feb 1922)

January 7 , 1922 401 Prescott Gives Winnipeg People Artistic Prologue “ The Four Horsemen ” in Winnipeg, Manitoba, refer not to a famous novel and a well-known picture (advt.) but to Manager Jack Prescott’s exploitation for “ The Sheik ” when it played at the Capitol theatre. Prescott was reading the trade papers and decided to get out an Arabian rider as a ballyhoo. However, horses being plentiful in his part of the country, he quadrupled the stunt, sending a squadron down the streets in line formation. Mr. Prescott dressed his horsemen in white and in the red and white cloth made famous by real Arabs. A prologue of excellent artistry was a part of the presentation for the picture. The stage setting showed an Arab camp with four “Arabs” marching slowly to and fro in front of it when the curtains parted. “ A Son of the Desert Am I ” and “ Till the Sands of the Desert Grow Cold,” with the lightings changed to the action of the music, were rendered by the male quartette. “ Kashimiri’s Love Song ” was used during the screening. Above — Lobby display on “ The Girl from God’s Country ” by W. R. Gynn of the Isis theatre, Longmont, Colo. Right — Ballyhoo for “Chickens ” used by Mr. Gynn “Disraeli ” P e r i od Costumes Make Effective Window Display COSTUMES and gowns of the period of Disraeli, when he was prime minister of England, and Queen Victoria was in the zenith of her power as Great Britain’s ruler were used with telling effect recently when “ Disraeli” was being shown at Wilmer & Vincent’s Colonial theatre, Harrisburg, Pa. The gowns were shown at one of the most prominent business houses in Harrisburg, and in such a way that the display won a good deal of newspaper publicity. As a result there was always a group of women before the window, and the showing aided greatly in a general exploitation campaign that brought highly successful business. View of Leo A. Landau’s prologue for “ The Queen of Sheba ” during the run of this picture at the Alhambra theatre, Milwaukee Unique Post Card Exploitation for “ Shame 99 The management of the New Dawe’s theatre, Bridgeport, Conn., devised a unique mailing card for exploitation used during 'the opening week of the house in connection with the run of “ Shame.” The card, when folded once and sealed with a postage stamp, assumed the proportions of a post card. The first or cover page was printed in a pink-screen effect, and bore only two words, “ Pocket Dictionary.” A white panel remained on one side to permit addressing. On the inside in large type was reproduced a section of a dictionary defining the word “ shame.” Then followed : “ What was the shame that drove David Fielding from his young wife and child into the trackless wastes of the Great North? See ‘ SHAME ’ (in red ink), selected as the opening attraction of Bridgeport’s newest and finest temple of the screen art— Dawe’s theatre.” Ten thousand of these cards were sent out. Landau’s “Queen of Sheba” Prologue The prologue which Managing Director Leo A. Landau, of the Alhambra theatre, Milwaukee, originated for his engagement of “ The Queen of Sheba ” ranks as one of the most artistic and pleasing numbers ever presented in the city. A very elaborate throne scene, as shown in the accompanying cut, was erected on the stage with a tenor and soprano made up to represent King Solomon and the Queen of the picture rendering appropriate musical selections and enacting a carefully worked out pantomime program.