Motion Picture News (Jan-Feb 1922)

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February i 8 , 1922 1115 is an attractive lobby front largely arranged by adapting 24 sheets, for “Conflict” and “ Never W eaken,” the work of the Central theatre, Detroit Improves the Co-operative Display Idea Making the best people in town take to an tation stunt like a duck to water, was the performed by D. Filizola, of the Empress Fort Scott, Kansas. Here is the way did it : Just before the run of “ What Do Men ?” at his theatre, Mr. Filizola got all the merchants together and engineered a fullof co-operative advertising, with the What Do Men Want?” title featured in each ad. Thus far, he followed in the of a good many exhibitors. The original touch was in a new application the old jig-saw puzzle idea. He took a picture from the press sheet of “ What Do Men Want?” cut it into a number of pieces, and put Fern in the different ads. Then he offered free [theatre tickets to the first ten persons who would clip the pieces, put them together to make a picture illustrating the title, and return them to the box office of the Empress. The result was a knock-out. Staid and dignified citizens grabbed shears and paste, went to work on the puzzle, and rushed to the theatre to get the free tickets offered. The exploitation stunt was the talk of the town, and Mr. Filizola should get the credit for a good use of a well-worn idea. Window display on “ Camille,” arranged by W. L. Whitehead, manager of the Republic theatre, J acksonville , Fla. “Way Down East” Tie-up Cards Get Window Space Manager i. c. holloway of the Imperial Theatre, Anderson, S. C., has just staged an exploitation campaign on “ Way Down East ” that brought him fine results for his efforts. The first step was to secure permission to bill the show in the P. & N. R. R. Stations, all along the line. Following this exploitation cleverly worded window cards were placed in local stores on a co-operative basis. Some of these cards read as follows: “ When Better Cars Are Made, Way Down East, Buick will make them.” Way Down East, they ask, what comes after the purchase price. Saturday before opening, telegrams were sent to small towns around Anderson addressed to the Mayor in every case, except one to Clemson College, which was addressed to the President. With but one exception, each receiving a telegram wrote and thanked Manager Holloway for this bit of advertising. These messages created “ talk ” and helped generally with publicity. The atmosphere of the house was changed and brightened by changing the lights to different colors, etc. Turns Lobby Into Summer House and Lawn Manager J. C. Duncan, of the Strand theatre, Asheville, N. C., took advantage of the" romantic background implied in the title o£ his picture when he played “ A Virginia Courtship ” recently. Blessed with a rather good-sized lobby, Manager Duncan turned it into a summerhouse, and lawn. He built a trellis across the front of the lobby, of narrow white lattice-strips, wound with wistaria vines and blossoms. The floor of the lobby was sanded, and garden chairs of wicker were placed here and there. A lawn swing, also occupied ‘some space, and added an interesting note of comfort. Down center, as if just at the edge of the summer-house, was a sun-dial, weather-stained and very realistic looking. Despite the fact that the weather in Asheville that week was extremely cold, Manager Duncan hypnotized the fans into believing that it was balmy summer, by his lobby — and did excellent business, as a direct result ! New One Invented for “Over the Hill” Something “different” in a newspaper contest in exploitation of a motion picture production was conceived and carried out by the management of the Majestic Theatre, Jackson, Mich., during the run of “Over the Hill.” That the contest resulted in a greater box office business than ever before recorded by the house is proof of the effectiveness of the newspaper tie-up. With the aid of a Fox representative, the management got the leading merchants of the town to advertise in the morning daily in such a way as to tie up with “Over the Hill.” Each advertisement bore' some reference to the picture, and all the advertisements were of the same size and printed on the same page of the paper. Each lay-out — there were 28 of them — was almost square in shape. Four of the squares were devoted to direct publicity of the production. On each square was printed a verse from the poem by Will Carleton, from which the picture was adapted. When the squares were cut out and assembled properly the stanzas would be in the correct sequence. The contest was for the best assemblage of the squares in pamphlet form, the covers of which might be colored or otherwise decorated, as the contestant preferred. The prizes consisted of both cash and sets of tickets to see the picture. The school children of the town entered the contest with enthusiasm and more than 2,500 booklets were submitted. All Jackson was speaking of the contest and of “Over the Hill” as a result of the noval campaign idea. Chariot ballyhoo for “The Queen of Sheba used by the Strand theatre Des Moines