Motion Picture News (Jan-Feb 1922)

January 28, 1922 723 A window display on “ Molly O ” used zvhen this picture played the Luna theatre, Lafayette, Ind. ’Frisco Ladies Compete for “White Hands” Prize A tie-up contest with the San Francisco Examiner got columns of free publicity for “ White Hands,” playing at the Granada theatre, recently. The Examiner advertised that prizes, including a platinum ring, and the opportunity of appearing in the next Graf Production, would be awarded to the women judged to have the most beautiful hands. Those who wished to enter the contest were instructed to send a photograph to the paper. The contest was started a few days before the picture opened, and continued for a week. During that time thousands of photographs were received from all parts of California. The judges of the contest were : Haig P'ati gian, sculptor; Hobart Bosworth, the star of ! the picture; Jack Partington, managing director 1 of the Granada, and Max Graf, producer of the j picture. The Examiner ran many stories giving information about the white hands contest, in each instance mentioning the name of the production, the theatre, and the play date. On the day when the picture opened, it carried four pictures of pretty girls in a four-column lay| out, with a two-column story. Gould Gets Florists’ Aid on “ Night Rose ” On the_opposite page is shown a picture of the window display on “ The Night Rose,” originated by Harry J. Gould, manager of the Hippodrome, Fort Worth, Texas. Mr. Gould tied up with local florists, on the title of the photoplay and got an entire window. In the window was erected a small stage, five ' feet high, six feet wide and two feet deep, with a background of black plush. Flowers I and ferns were arranged all about the little stage, while in the center of the stage was a single large rose, with a big card identifying it as the night rose. The only light in the window was a spot centered on the rose, the title of picture and the place of showing. The beauty of the display attracted the attention of all passers-by and Mr. Gould and the florists received many compliments on it. Use the Booking Guide Consult it before making up your program. That picture you wanted is now available at a price you can afford to pay. There are a lot of good bets you may have overlooked or forgotten. Look over the Guide, it will bring these back to memory. FILE THE MOTION PICTURE NEWS Good Campaign on “My Boy ” Put Over at Los Angeles During the run of “ My Boy,” at the Kinema theatre, Los Angeles, a number of exploitation stunts were put over by Henry D. Wilson of the United Studios. During the first week of the run, 3,000 poor and orphaned children were given a free show with attendant word of mouth and newspaper publicity forthcoming as a result thereof. A “ Garment Matinee ” was staged under the auspices of the Assistance League of Southern California. The matinee was held in the morning and did not conflict in any manner with the usual show routine. The admission price was one wearable garment or bundle of clothing to fit a poor child, boy or girl, and the accompanying cut showing the amount of clothing received will attest that the stunt went over big. Also more publicity, free and on the front pages for the “My Boy” engagement. The Kinema management also made arrangements with the Los Angeles Evening Express whereby the theatre and Jackie Coogan were hosts to over 1,000 newsboys. Three days advance publicity on this gave the Kinema and the Coogan production a great send off in the news columns of the Express with special art every day. A parade with the boys started things off, permits from the police being granted for a line of march down the main streets of the city. Banners bearing the words “We are going to see Jackie Coogan in ‘My Boy’ at the Kinema Theatre ” were on each and some twenty-five of these were successfully put into use. Home Made Crosses Used as “Man — Woman — Marriage ” Exploitation THE use of about fifty home-made crosses or millposts designed from the cuts in the press-book and set up in conspicuous spots of Pomeroy, O., proved an inexpensive campaign which helped put over “ Man-Woman Mar riage ” for A. W. Kaspar, of the Electric theatre, that city. The crosses were made of plain wood about 30 inches high, were painted in black and the title was lettered in white. The cost, according to Kaspar, did not exceed $5. In addition to this Mr. Kaspar made his campaign effective by inserting teaser ads in the daily paper — enlarging the space from day to day. Talking Machines Playing Tune Exploit “Old Oaken Bucket” A NOVEL stunt was used in the showing of “ The Old Oaken Bucket ” at the Regent theatre, Corning, N. Y. A phonograph store a block away from the theatre in one direction played the song so it could be heard a considerable distance, . while a block on the other side, a candy store did the same thing, so that anyone approaching the theatre from either direction was greeted by the famous old tune. In the lobby was another phonograph grinding out the melody. The stunt was effective and inexpensive. Hyman Stages Atmospheric Prologue for “Peter Ibbetson ” Apple blossoms fell in profusion from the branches of a gnarled old tree upon the stage of the Brooklyn Mark Strand theatre in a stage prologue which Managing Director Edward L. Hyman designed to beautify the film version of “ Feter Ibbetson.” The falling blossoms actually fell, too, feathery colorful things. Mr. Hyman contrived this origination through use of a concealed fan which at a designated time began revolving and sent the artificial blossoms floating from the cut-out branches of the tree, even upon two dancers who achieved a pretty dance while two operatic stars sang the pretty Jacobi-Kreisler number “ Apple Blossoms,” in duet. Mr. Hyman reproduced the Peter Ibbetson garden as described in the novel and as pictured in the film. For a center piece he used a huge gnarled old apple tree cut-out set showing the tree in full bloom. The adult Peter and the grown-up duchess were the central figures and were revealed on left stage. At the right they were shown as frolicing children at play beneath the ancient apple tree. The pair of youngsters sang the duet from the KreislerJacobi number, “Apple Blossoms.” The grown Peter and the duchess were in period dress. The lighting offects were focussed generally upon the apple tree thus bringing out the natural blossom tints. This was done by a combination of hues, namely, amber and pink with green and white lights streaming through the branches of the tree. Showing how the Forum theatre, Hillsboro, O., used cut-outs to advertise “ The Idle Class and ‘‘Paris Green”