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Motion Picture News
Illustrating a prologue for “One Arabian Night,” arranged by Edward A. Smith, managing director of the Kinema theatre, Los Angeles
Big Banner Advertises ” “What] Do Men Want?
ADVANCE advertising that caught the eyes of all prospective fans is shown in the above cut. The Empire theatre secured permission to stretch a huge banner billing “ What Do Men Want? ” across the street, two extra buildings being used as posts for the anchor lines.
The Empire also used other exploitation mediums for the showing. The lobby was nicely decorated with stills and paper and many of the choice bill board stands were utilized. The campaign was planned and executed by Rourke and Bucher, managers of the Empire.
Wonderful Results with Little Material
FRED WALTON, manager of the American theatre, Bellingham, Wash., achieved sumptuous stage and exploitation effects for -l The Sheik ” with surprisingly little material.
The marquee was draped with yellow and red striped canvas to show the tent effect. The box office was masked behind the same fabric. Mr. Walton took his house staff and dressed them in authentic oriental costumes and they alternated duties of ushers and supers.
The stage carried out the tent illusion with black and white striped drops. A player concealed behind the draperies played oriental air while one of the ushers upon the stage faked the number. A Paramount-Burton Holmes Travelogue of Biska was next run and the screen was run up to show a reproduction of a sheik and his favorite in a tent. The favorite, an usherette, played another oriental song while a musician behind did the active strumming. At the close of this the Sheik clapped his hands and summoned a string orchestra.
Illustrating the story at the left relative to the prologue number for “The Sheik” recently presented by Fred Walton of the American theatre, Bellingham, Wash.
Majestic Lobby Gets Business
AT the left is shown a cut illustrating by picture the lobby display for “A Connecticut Yankee in King Arthur’s Court,” originated and planned by F. L. Kloppelberger, manager of the La Crosse Theatre Co’s. Majestic theatre, La Crosse, Wis.
The stone wall effect was secured by painting on beaver board mounted on a special frame. The ushers were in armor as shown and other employees wore Western togs emulating Harry Meyers in some of the scenes of the picture.