Motion Picture News (Jan-Feb 1922)

February 4 , 1 y 2 2 857 Another Chariot Used to Exploit “ Queen of Sheba ” With its effectiveness established by the results obtained by other exhibitors, the “ Queen of Sheba ” chariot stunt was again utilized advantageously by the management of the Capitol theatre, Des Moines, Iowa. Four black chargers procured from nearby stables were harnessed to a large chariot, sufficiently spacious to hold two drivers. Another similar chariot was rigged out and drawn by four -white horses. With the permission of the police authorities, the two ballyhoo vehicles were raced dowm the main street of the city for a distance of three blocks during the lunch hour of the day preceding the opening. The event had been heralded in “ teaser ” manner, and a large throng witnessed the socalled race. Banners proclaiming the entertainment value of “ Queen of Sheba ” and announcing the theatre at which it was to be~ shown— lettered in bold red — covered the bows of the speeding chariots. The extra driver distributed hundreds of heralds and cards as the chariot sped down the thoroughfare. Dunbar Builds Pleasing Lobby Front THE cut on opposite page shows the lobby front which W. E. Drumbar, manager of the Riviera theatre, Knoxville, Tenn., built for his recent engagement of “ Her Mad Bargain.” The cut-out o fthe lady is of beaver board, using an old litho as a model while the draperies are of velvet. A spot light hanging under the marquee threw it into relief against the dark purple background with bronze splashed tips. One of the prise winning windmv displays in the "Molly O ” window dressing contest inaugurated by the Circle theatre, Indianapolis Tzoo viezvs of the prologue number for “ The Sin Flood,” when this picture played its premiere at the Tivoli theatre, Chattanooga, Tenn., of which E. R. Rogers is manager Paterson Theatre Stirs Interest with Ballyhoo THE American Theatre, Paterson, N. J., stirred the interest of the entire city with its bally-hoo in connection with the engagement of “ A Connecticut Yankee in King Arthur’s Court.” Attired in the steel armor of a knight of medieval days, with lance and shield, a man was sent through the main thoroughfares or Paterson astride a horse whose mane was covered with the tasseled cloth used by the Knights of the Round Table. On another steed was a man dressed as “ Sir Boss ” of the picture, with his upturned trousers, kingly staff, plumed silk hat and exposed socks and their supports. Both horses bore large banners announcing the place, time and occasion. At various points, when the two horsemen met on the streets in their peregrinations, they feigned anger and began to clash, one using his wooden lance, the other his staff. Large crowds gathered wherever the riders appeared. “Old Oaken Bucket” Exploitation Goes Big JOHN W. CRAMER, exploiteer for the Pert theatre, Gillespie, 111., gives us the details of his recent exploitation campaign on “ The Old Oaken Bucket.” The campaign began two weeks in advance of the showing with a series of teaser slides, originated by Mr. Cramer with copy taken from the press book. The slides were run one at a time, with the orchestra playing, “ The Old Oaken Bucket,” as each slide came on but with no explanation as to what the stunt was all about until the last slide was used. Lobby decorations were next in order. A lot of “ buckets ” were cut from old cardboard and painted and lettered until they looked like the real thing. These were hung in the lobby and foyer. Mr. Cramer painted special posters for the lobby frames and during the showing of the film used a soloist at appropriate places in the picture. A contest among the school children was another stunt which went over in good shape. Prizes were given to the school children who furnished the largest list of words formed from the letters appearing in the title of the picture. Mr. Cramer has promised the details of his campaign on “What Do Men Want? ” Same will appear in an early issue uffalo’s “Neediest Families” Fund Tie-up with Picture The Shea Amusement company of Buffalo and |L Fox Film company joined hands with the 1 iff alo Evening News on Monday, January 9 i putting on a special days’ showing of “ Over 1 : Hill,” giving the receipts of the afternoon ad evening to the Fifty Neediest Families in 1 ffalo Fund, started by the newspaper. In ret n the News gave as many dollars’ worth of I blicity on page one advertising the picture i the theatre. This publicity ran a week in acance of the third week run. W. R. SheeT.i, general manager of the Fox Film comply, sent a check to Buffalo for $100 which li stated was to pay for a seat in the gallery.