Motion Picture News (Jan-Feb 1922)

404 Motion Picture News Window display on “The Sheik” in one of Chicago’s big department store windows during the run of the picture at the Tivoli theatre Football Team Tie-up Still Makes Good The idea of tieing up with local football teams as exploitation for “ Two Minutes to Go,” originated by Joseph Plunkett during the New York showing at the Mark Strand and used frequently since, was tried out with the usual success by Manager A. G. Talbot of the America theatre, Denver, during his recent showing of this picture. In adopting the college tie-up for the American theatre, Mr. Talbot went even further by gaining the co-operation of a local newspaper in furthering the stunt and in this manner was able to get a larger degree of publicity. Mr. Talbot arranged with the sporting editor of the Denver Post for distribution of tickets to his theatre to all local scholastic football players. Different nights during the week were designated for different educational institutions of the city and players were asked to call at the sporting department of the Post for identification. Scene from “ Th^ S^eik ” nrologu° recently by the Howard theatre, Atlanta, Ga. Novel Herald for “The Devil Within” Manager James Rourke of the Empire theatre, Bridgeport, Conn., devised a novel teaser hand-out for the exploitation of “ The Devil Within.” The hand-out was printed on thick white paper measuring two and a half by eight inches. On one side in red ink was printed “ GO TO see ‘ THE DEVIL WITHIN . with DUSTIN FARNUM AT THE EMPIRE THEATRE, THURSDAY, FRIDAY AND SATURDAY.” Five inches from the top there was a fold which, when turned over, covered everything but the words “ GO TO see THE DEVIL.” The word “ see ” was printed in very small type and was hardly noticeable. On the back of the novelty, which was turned over at the crease, was a picture of the devil. The card attracted general attention, and because of its cleverness made the favorable impression which was hoped for by its creator. Although 5,000 of the cards were printed, the expense was small as compared with the results obtained. “Caligari” Exploitation Is Freakish But Effective Lbnusual exploitation methods were employed by the Hippodrome theatre, Pottstown, Pa., for the engagement of “ The Cabinet of Dr. Caligari.” Bread knives with corrugated edges, such as are found in the chains of ten-cent stores, were stuck in the doors of half a dozen prominent residents at night, a week 01 so before the showing. A bit of red paper with “ Revenge — Cesare ” printed upon it was attached to the handle of each knife. Four times during the night the police department was called on the phone by agitated householders who had discovered the bread knife stuck in their doorway. The Pottstown Ledger carried a tophead story about it. The next day the stunt was linked up with the approaching screening of the “ Caligari ” film. A lobby display consisting of a doctor’s office, with the physician made up to represent Dr. Caligari, the box office girl dressed as a head nurse and another girl as an assistant nurse, was installed. The office furniture consisted of chairs and tables which were decidedly “ futuristic ” in their lines and colorings. Signboards on either side of the lobby entrance informed passers-by that this was “ The Office of Dr. Caligari. Office Hours 1 to 11. For appointment see Head Nurse.” Cabinets containing the cut-out figure of Cesare from the six-sheet in the cabinet, and the figures of Dr. Caligari and the girl, were placed in prominent store windows. A special window carried a display consisting of a large imitation phonograph record. A cut-out figure of a large dog was placed near the record while a label proclaimed that the record was “ His Master’s Choice.” Yellow window cards with a black head of Dr. Caligari were used in this phonograph record display and in other windows. A special four-page herald was oreaored. carrvine on its front Lobby decorations for “The Foolish Matron” originated by Manager Bradt of the People’s theatre, Portland, Ore.