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January 7 , 1922
403
Clever Novelty Helps “Over the Hill” at Boston
A novelty hand-out which brought in greater results than any single bit of exploitation in the history of the Tremont Temple, Boston, was recently devised by the management of the house and distributed in connection with the showing of “ Over the Hill.”
This was a cut-out less than six inches in length and represented a small girl carrying a basket over one arm. On the basket was printed the following message: “I am walking to Tremont Temple, Over the Hill. Walk with me.”
The unique character of the idea lay in the construction of the feet. Instead of having two stationary feet, the “ girl ” was provided with four mobile ones, only two being visible at the same time. The four feet revolved and when pushed over any surface gave the illusion of movement of the part of the cut-out.
Instructions on the back were : “ Run the little girl along your arm from your
Explaining by cut some of the "Dangerous Curve Ahead ” exploitation used by E. C. Robertson, manager of the Lyric theatre, Fayetteville, Ark.
Two views of the lobby display for “ The Silent Call” designed by Paul E. Noble, manager of the Liberty theatre, Portland, Ore.
hand Over the Hill of your shoulder.” Several thousand of these novelties were distributed.
Bridal Party Helps Robertson on “Dangerous Curve Ahead”
A WEDDING party, followed by a trip in a decorated bridal automobile, was used as a part of his exploitation for “ Dangerous Curve Ahead,” by Manager E. C. Robertson, of the Victory theatre, Fayetteville, Ark.
The wedding took place on the stage of the theatre and the young married couple was given a wedding trip by automobile through Fayetteville and the surrounding territory by Mr. Robertson in a sedan motor car which was decorated with the usual newlywed ribbons, Kewpie doll, etc. A large sign carrying the title of the photoplay was mounted on the front of the radiator, while banners carrying the name of the picture, theatre and show dates were fastened to the running-board on each side.
Washington “Ladies Must Live” Stunt Goes Good Again
Manager Stanley Chambers of the Palace theatre, Wichita, Kas., was quick to take advantage of a timely tie-up during the showing of “ Ladies Must Live.” At the time more than five hundred women workers of the packing industry were out of employment because of the general strike. Ten attractive girls were chosen from among them and the Wichita Daily Eagle agreed to supply the girls with papers free of charge during the three-day exploitation stunt.
White silk sashes, with the words “ Ladies Must Live ” printed across them in red, were worn by the girls, and when they sallied forth on the street their papers sold like the proverbial hot cakes. Four banners carried by the girls also helped.
In the insert may be seen Jeff Dickerson (left) who, as publicity director of the Palace, is bewailing to Howard P. Kingsmore, exploitation emissary extraordinary of the Kansas City branch of Paramount, that a mere murder should have replaced Palace publicity on the first page of the Eagle.
Cut illustrating the exploitation for "Ladies Must Live ” put over by Jeff Dickerson, Pub. Dir. of the Palace theatre, Wichita, Kansas, and explained by the accompanying story