Motion Picture News (Jan-Feb 1922)

868 Motion Picture News “Money’’ Lobby Gets ’Em in for Park THE cut appearing on this page will show the lobby display which Manager R. L. Park, of the Rialto theatre, Chattanooga, Tenn., used to exploit “A Certain Rich Man.” “ Money ” was the keynote of the advertising and stage money over-flowed from the big office safe shown. Appropriate signs were arranged about the lobby. “All is not gold that glitters ” read one and others were in a similar vein. The soldier in regulation accoutrements was a hit with the fans. Landau’s Personal Campaign Works Well A most successful example of an exploitation campaign based on: the personal endorsement idea has just been put over by Leo A. Landau, managing director of the Alhambra theatre, Milwaukee, in connection with his showing of “ Over the Hill.” Mr. Landau ran a series of newspaper ads over his signature in which, among other things, he mentioned the extended runs the picture had enjoyed in other big cities, reminded his patrons that he never personally endorsed a picture that wasn’t worthy of it, and citing “ The Miracle Man ” and “ Humoresque,” and proclaiming that the engagement of “ Over the Hill ” was more a matter of pride than a hope for financial reward owing to the price paid for the production. The result was entirely satisfactory in every way. Another notable angle of the selling campaign was that the usual mother love theme was not even mentioned, the reason being that Mr. Landau figured that this angle was shopworn from use on other pictures and has too much of an element of preaching in it. Two views of the "School Days” prologue presented by Harlan E. Woehrle, manager of the Third Street theatre, Easton, Pa. Dresses Lobby Like Boudoir for “Pair of Silk Stockings” Manager duncan, of the Strand theatre, Asheville, N. C., is a live wire exhibitor, as was proven by his lobby for “A Pair of Silk Stockings ” when this feature played a two-day run at his house. The center of the lobby was turned into a pretty little boudoir, with a very elaborate dressing-table, the top covered with silken “ feminine fripperies ” that were, in themselves, enough to capture the attention of feminine passersby. Seated in front of this dressing-table, with her back to the street, but with the triple mirrors of the dressing-table giving a good look at her, was a wax “ dummy ” such as are used in department store windows. This dummy was dressed in a negligee that was the envy of nine out of ten women who passed, and she was in the act of drawing on a pair of elaborately embroidered silk stockings. On the dressing-table in front of her was a box, half-opened, from which trailed silk stockings of variegated hues. Weinberg Gets Lots of Publicity for “ Fauntleroy ” In exploiting “ Little Lord Fauntleroy,” whicl opened a two week’s run at the Mark-Strand ii Buffalo on Christmas Day, Manager E. O. Wein berg sent out invitations to all school principal and teachers in the city to view the picture a a private showing in the Strand last Saturday Most of the instructors accepted the invitatioi and the house was jammed to the doors. News paper men were also invited. In this way twi birds were killed with one stone, the teacher i told their pupils to see the picture and the re porters through their newspapers told the pub lie. With a supply of attractive photographs o the star and scenes from the play, Mr. Wein berg made the rounds of the newspaper office and induced several of the editors of the illus trated sections to use many of them in the Sun day rotogravure pages. One editor selecte enough for an entire page. The Strand advertising appropriation ws tripled for the production. Mr. Weinberg als had special heralds printed for distribution i Dobari Bosworih \vtThe Sea Lion the schools and to members of Mothers’ clut and church organizations. In these, he emph; sized the clean, wholesome nature of the stoi and its special appeal to women and children. A beautiful lobby was arranged, including shadow box frame display, made by cutting 01 ■ figures from a six sheet, mounting them c ■ beaver board and illuminating the whole 1 i electric lights hidden between the cut-outs. “School Days” Prologu and Lollypop Mat Event at Easton IN exploiting his recent showing of “ School Days,” Harlan E. Woehrle, manager of the Third Street theatre, Easton, Pa., sought the co-operation of the local school authorities. His first step was to induce the teachers in the various schools to hand out a herald announcing a special morning matinee at which lollypops specially prepared in wax papers bags would be distributed to all the children who attended. A prologue in which a dozen talented local boys and girls and Mr. and Mrs Woehrle took part was presented as s part of the show. This number staged by Luther B Anthony, dramatic editor of a loca paper, is explained by the accompanying cuts. Decorations for “ The Sea Lion ” when this picture played the Rivoli theatre, Portland, Ore.