Motion Picture News (Jan-Feb 1922)

January 21, 1922 609 Miller Gets Great Results„with Inexpensive Lobby Front Maximum results with a minimum of expense were achieved by Frank Miller, managing the Modjeska theatre, Augusta, Ga., when he played “ The Passion Flower ” for a two-day engagement recently. A big oval frame, cut out of beaverboard, and gilded so that it looked exactly like a mammoth photograph frame, occupied the center of the lobby and was blacked up by a black velvet curtain. The sides were enclosed, and light globes were arranged on the inside of the frame, so that a direct beam would fall from the upper comer of the frame, giving a fine sunlight effect. Inside the frame, in a tall silver vase, was a spray of red flowers — “ passion flowers.” Around the outside of the frame were some stills from the picture, and the usual advertising stuff — stock one-sheets, etc. Sydney Theatre Pulls Good Stuff on “ Back to God’s Country ” Opposite is a picture of the lobby display used by the Crystal theatre, Sydney, Australia, on “ Back to God’s Country.” On the left is seen a real sledge with cut-out dogs. On the right of the display is a replica of the bathing scene where the girl is scared stiff by a tidy-sized bear. Real water trickled around the rocks and a bunch of green bushes made the onlookers puzzle whether the girl was fully dressed or otherwise. The ticket box was frozen with painted cardboard and calico. Back-cloths transformed the rear of the lobby into a picture book Arctic Circle. A dainty usherette lost several points of dainty flesh sweating in furs to give atmosphere to the show, while an imitation Wapi woof-woofed for several bones per. When Wapi was off duty the freckled office boy used a gramaphone horn back stage and put the fear of the bear into passersby. A co-operative stunt that helped put this picture over was a specially “ pram,” which, when wheeled over the city streets at four a. m. by two paid servants, made Sydney wake up to find the place where its feet hit the pavements covered with an invitation to “ follow the tracks of Wapi — “ Back to God’s Country.” It was in red and the paw marks of a giant dog which accompanied the wording certainly resembled the real thing. Unique Theatre Front Exploits “ Over the Hill ” Decorating the marquis of his house a full week in advance of the opening of “ Over the Hill,” was an idea utilized by George J. Schade, manager of the Schade theatre, Sandusky, O. Instead of waiting until the engagement opened, Manager Schade decided that an extra week of “front” display for the production would prove advantageous. Accordingly he contrived two large cut-outs made from twentyfour sheets, had them mounted on firm frames and rested on the edges of the marquis. The effect was the same as the erection of two billboards, much less expensive and considerably more artistic. Extending above the cut-outs, and supported by wires attached to the building, was a large Christmas tree which lent an atmosphere of holiday welcome to the theatre front. Large cards proclaimed that “ Over the Hill ” was coming “ next week.” Thus no one was permitted to become confused or led to believe that the picture was the current attraction. How Patterson Put Over Molly O” Atlanta Campaign for Normand Picture Sets New Exploitation Standard for City Manager w. c. patterson of the Metropolitan theatre; Atlanta, has set some new exploitation standards for his city with his recent campaign on “ Molly O." Patterson began with the billboards. Three weeks in advance he arranged for twenty-five forty-eight sheet stands — a size never employed by any motion picture theatre in Atlanta, and almost impossible to obtain anywhere. Patterson, however, induced the billboard people to rip out the center panel of their twenty-four sheets stands for the accomodation of the “ Molly O ” paper — block type, black and red on yellow. Then he arranged for tie-ups on “ Molly O ” shoes, “ Molly O ” silks, “ Molly O ” hats and “ Molly O ” crackers. The Byck Brothers, largest shoe dealers in the city, handled the tieup on “ Molly O ” shoes. It was one of the most elaborate ever displayed in the South and drew thousands of fashionable women. The exhibit was featured in a story in the Atlanta Georgian and illustrated by a picture taken by the paper’s staff photographer. The Keely Company, one of the city’s big department stores carried an elaborate display of “ Molly O ” silks and “ Molly O ” hats. Mention of them was made in the big Sunday ads carried by the store and placards in the windows called attention to both innovations. During the week immediately preceding the opening of the picture a demonstration of “ Molly O ” crackers was carried on in the lobby of the Metropolitan; and during the week of the engagement a score of grocery stores in the city had similar demonstrations. But by far the biggest scoop was the tie-up with the Georgia Railway & Power Company resulting in their carrying a placard in every street car operating on the city lines announcing “ Molly O ” at the Metropolitan. Unlike the usual street car advertising alongside the car, this card was just above the level of the eyes of the passengers directly in front of the motorman. Six days before the opening of “ Molly O ” ten thousand attractive three color cards were mailed out to the Metropolitan’s selected mailing list. These cards were especially designed by Mr. Patterson’s artist for the Christmas pro gram in red and green on India tint linen finish stock, with gilt edges. Special stories were prepared for all Sunday papers covering the Christmas program ; and the Metropolitan’s artist executed one of his best ads. A simple prologue showing a pretty young girl in a costume such as Molly wore at the ball masque — powdered hair and all — sang Irving Berlin’s “ Say it with Music ” to an accompaniment by the orchestra. A violin interlude by Dave Love, conductor of the Metropolitan orchestra added another happy note. The “ Molly O ” tune formed the principal motif in the musical score. Twenty feminine patrons of the Metropolitan competed in perfect foot contest of “ Molly O ” slippers conducted in conjunction with the Byck store. Prizes were awarded to the three ladies whose feet were found to be the most nearly perfect. Newark Ledger Helps Goodwin Theatre on “Fauntleroy” The Newark (N. J.) Ledger and the Goodwin theatre put over a contest for “ Little Lord Fauntleroy” that worked to advantage for both newspaper and theatre. The Ledger runs a department for children edited by “ Uncle George,” and it was in this department that the contest was announced and the winners decided. The contest was of the question-and-answer type, as follows : No. 1. (a) Who is the author of. “Little Lord Fauntleroy”? (b) Who is known as “ America’s Sweetheart ” ? No. 2 Who is Mary Pickford’s husband? No. 3. Name two of “ Little Lord Fauntleroy’s ” best friends. No. 4. Who is “Dearest” in “Little Lord Fauntleroy” ? No. 5. What are your chief reasons for wanting to see this picture at the Goodwin theatre? There were twenty-five prizes, and the names of the prize-winners were published in big type in a two-cOlumn box in the center of the best of prize-winning answers. All during the engagement of “ Little Lord Fauntleroy” there was a crowd of school children at every showing. SAMTA CLAUS,' POLL SAi<?p Prologue number for “My Boy” used by the Circle theatre, Indianapolis