Motion Picture News (Jan-Feb 1922)

1114 Motion Picture News Coleman’s Campaign for “Burn ’Em Up Barnes” Down at Memphis, Tenn., Manager Tom G. Coleman of the Strand Theatre has just put over “Burn ’Em Up Barnes” in grand style. Mr. Coleman’s exploitation campaign was thorough and diversified. Something over a hundred Memphis newsies carried a like number of oilcloth banners announcing the showing. Each banner was good for an admission, and the result was every newsboy in town wanted to turn sandwicher. Another ballyhoo is explained by the accompanying cuts. The Memphis Press carriers were Mr. Coleman’s guests on the opening day and the paper gave the show a good writeup, all of which was fine publicity for the picture. Five thousand tags, appropriately worded, were tied on everything about the main streets that would stand “tagging,” and to finish up the deal Mr. Coleman employed a young lady to go out on the streets and through the stores to tie the tags on the men she met. When people found out that the girl was not working for a “fund” the scheme went over in great shape. A car used for hauling films was decorated with “Burn ’Em Up Barnes” banners and ballyhooed the city every day of the run. Other cars were also pressed into service to carry banners. A well selected news-stand consented to exhibit advertising matter. A tasty lobby display was arranged at small expnse. A picture of the display appears herewith. This cut will explain the lobby display and ballyhoo used by Tom G. Coleman manager of the Strand theatre Memphis for his showing of ‘‘Burn ’Em Up Barnes ’’ “ Sir Sagamore ” Ballyhoo Used Again WILLIAM NOBLE, manager of the Rialto Theatre, Oklahoma City, Okla., exploited “ A Connecticut Yankee in King Arthur’s Court” in a manner which attracted the interested attention of the entire city. For several days prior to the opening of the run, Noble used teaser advertisements in the dailies exhorting the public to watch the streets for the “ Great Knight of the Middle Ages.” As the day for the opening grew nearer the advertisements were increased in size. Then, with the announcement of the name of the picture, a man dressed like Sir Sagamore of the Mark Twain Story was sent out to parade the downtown streets. He wore the conventional suit of armor, a shield and a long lance, and bore a large canvas sign across his back explaining his presence. This exploitation caused hundreds of people to stop and watch the “ knight ” walk by. “Rent Free” Stunts Sell Picture to Dyersburg Fans Teaser advertising, based on the high cost of living, especially high rents, was used effectively by Manager T. W. Young, Jr., manager of the Francis Theatre, Dyersburg, Tenn., to exploit his engagement of “Rent Free.” Mr. Young made use of teaser slides to the effect that rent was too high in Dyersburg. The copy was changed daily, but in every instance kept to the idea of the high cost of living, arousing curiosity relative to securing lodgings “Rent Free,” and later suggesting a solution of the problem by seeing “Rent Free” at the Francis, such and such a date. The next step in Mr. Young’s campaign was also new to I>yersburg. On Saturday afternoon, before, the opening of the picture, ten passes were given away, these being thrown from the tallest building in the town ; 500 small envelopes bearing the words, “Rent Free,” were distributed, only ten of the 500 containing passes. This was comparatively inexpensive, since Mr. Young already had the small envelopes and he used a stamp, printing them himself. In order to create interest and comment, on Sunday night before the opening the next day a miniature house, which had been borrowed for the occasion, was placed in the lobby for churchgoers to see. This small house was electrically lighted and was complete in every detail. A placard over one window read : “Apply here RENT FREE.” Over another window a card carried simply the words : “RENT FREE.” No expense was attached to this, only the time and effort. Hidden Word Stunt Turned to the Paper The Logan, Utah, Journal appropriated and sponsored the hidden word stunt, themselves, when “ The Sheik ” played at the Lyric theatre. The theatre offered a certain number of free tickets to the Journal, and the Journal sold the merchants on the idea of burying the name of the subscriber in each of the ads. If the subscriber discovered his name he received two free tickets. Heretofore, the theatres have sold the stunt to the merchants, now the paper sold the stunt for the theatre. The same results were obtained as far as the theatre was concerned, but the advertising staff of the Journal did the work. Manager De Sales Harrison’s lobby display in the Howard theatre, Atlanta, for “ Saturday Night.’’ The sets shown were illuminated from behind with a dark blue " sky.” P arious colored lights brought the Ferris wheel and the revolving swing into relief.