Motion Picture News (Jan-Feb 1922)

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Exhibitors Service Bureau — Pages 1111-1127 by decorations of lavender ribbon and white lace used by the Capital theatre management as lobby decorations for “Lavender and Old Lace.” itiiiiiiiHiiiiiiiiiiiiiniMiiiiiiiiiitiiiiiiiiiiiiiiiHMiiiHiiiiiiiiiiiiiiiliiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiinniiMiiiiiiiiniiriiiiitriiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiitiiiiiiMiitiiii'iiiiiiiiiitiiliiiiiiniiiiiMniiiiiiiiiiti niiiiiiiiiiniiii(?^iiiiiiiiiiiiiiiiiiiiiiiiiitiiiiiniiiiiiiruiiiiiiiiiiiiiiiiiiiiiHiiiiiiiiiiliiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiii|iiliiiiiiiiiiiitiiiiiiiiiiiiiiiiiiiiiiii.iniiiiii^ Above is a cut showing: how lavender ribbon and white lace was used in artistic decorations for 44 Lavender and Old Lace.” Page 1112 has a story on the exploitation for “ A Man's Home " when this picture played two theatres day and date at Omaha. Also on that page there is a picture of a fine lobby display for 44 Don’t Tell Everything ” — one worth copying. Outstanding Features of this week’s Exploitation Section ' Examples of Cooperative Advertising ” is the head on a story concerning “ Hail the Woman ” (page 1116) that will prove that this picture lends itself to tie-ups. The baby contest is old enough to vote but that doesn’t make it any the less productive of results as exploitation. Proof of this will be found in the story on page 1117 about the stunt that J. I.. Johnson put over for the showing of “ The Child Thou Gavest Me ” at Dallas. ... * The premiere showing of “ Penrod ” and the exploitation campaign put over by Pete Smith and the Chicago theatre staff is described on page 1113. .... An especially fine lobby front in which 24-sheets formed the principal materials is to be seen at the top of page 1115. Both the feature “ Conflict ” and the comedy “ Never Weaken ” are given equal billing. * * . • There is a good if not too new idea in exploitation of the box and cut on the same page pertaining to Manager Pyle’s “ Don’t Get Personal ” exploitation. The box on this page contains an announcement concerning a series of exhibitor articles on personal appearances that will prove interesting. * * * * Some idea of the amount of cooperative window displays for “ Penrod ” is explained by the cut across the bottom of this same page. The book stores of Chicago paved the way — watch for similar displays. Down at Memphis, Tenn., Tom Coleman, manager of the Strand theatre, has been doing things for “ Burn ’Em Up Barnes.” A cut and story will be found on page 1114 explaining his stunts. * * * * There is a good “ Kent Free ” idea in the story on page 1114 explaining how T. W. Young, Jr., puts this picture over. “ Something Different ” in a newspaper contest is explained by the story appearing in the last column below the above mentioned cut, captioned, “ New One for ‘ Over the Hill’.” * * * . Some good copy for “ Way Down East ” window cards is to be found in the box on page 1115. .... How the Strand theatre got the local newsies to help him sell “ I Do ” is told in one of the stories of page 1116. ... * A “ Kent Free ” lobby that ought to prove popular is also explained by the top box of this page. Page 1118 has a box about the way George Kotsky, | manager of the Allen theatre, Montreal, grabbed = off a lot of free publicity on his showing of | “ Stranger Than Fiction.” It’s good — read it. * * * * = An “ Over the Hill ” lobby that is effective is | shown by one of the cuts of page 1119. Not | expensive either. | If you are looking for a calendar idea write to William J. MacFarlane of the Uiberty theatre, Canandaigua. N. Y. Also read the story about it on page 1119. .... .... Catchy lobby advertising is explained by the cut on the bottom of this same page showing the decorations on “ Saturday Night.” W. K. Ferguson, Goldwyn exploiteer, duplicated his Mobile “ Theodora ” campaign at Atlanta last week. The cut on the right-hand lower column of page 1116 will explain what he did. H. C. Farley of the Empire theatre, Montgomery, | Ala., put over some good stuff for “ Saturday § Night.” The box in the last column of page | 1119 will explain it. iiiiiimiiiiiiiiiiHiiiiiiHhimliiiiiiimmiiiiiiMiiiiiiiiitiniiiiiiiiiiiiiiiiiiiiimiiiiiiiiiimiiiiiiiiiiiimiiiiiiimiiiiiiiiiiiH iiiiiiiiiimiiiiiHiiiim»limiiiiilfiliiiiiililllimiilimmii»=