Motion Picture News (Jan-Feb 1922)

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1118 Motion Picture News Miniature Forest Used as Lobby Display at Augusta For “ Heart of the North,” when it played a two-dav engagement at his Rialto theatre in Augusta, Ga., Manager Frank Miller turned the front of his theatre into a miniature pine forest. A clump of real pines, which cost him nothing but the labor of cutting and transporting from eight miles out of town, concealed the box office, leaving what looked like the window of a tiny, snow-covered log cabin, through which tickets were purchased. More pines were distributed on either side of the lobby, so that the walls could be seen dimly through their interlacing branches. A thick coating of artificial “ snow ” was over the pines, and the ground was covered with it. At night the only i'lumination of the lobby came from electric globes arranged back of the trees, and shaded in deep blue, so that the light seemed to be moonlight streaming through the snow-covered trees, giving a truly beautiful effect. Across the front of the theatre was a banner giving the name of the picture, and the lobby frames on either side of the theatre held stock one-sheets. But the only other advertising matter seen in the lobby consisted of several crudely printed placards. These placards were somewhat soiled, as if they were old, and they were fastened to two or three of the pines. Fine results — and not much expense. Vinson Builds Pretty Display for “Cappy Ricks” Publicity Manager Vinson of Loew’s Vendome Theatre, Nashville, Tenn., had a beautiful display on “ Cappy Ricks ” recently. The window is next door to the theatre and gives valuable aid weekly. The details of this decoration were perfect, blue cloth being billowed gracefully for the ocean and a real sandy beach ; twenty figures of bathing girls, dolls, kewpies and marines were scattered about, standing and lounging. Three big ocean liners were anchored in the offing and three smaller ones docked at the Beach's edge, guarded by a marine. The back wall panel of board was in beautiful sunset colors at sea, with a big sailing vessel floating in the foreground. The figures were borrowed for the week, so the expense was slight. Detroit BroadwayStrand Gets Window Display Space A handsome cut-out of Betty Compson adorned by a natty bathing suit and twirling a parasol sold a Detroit drugstore on a tieup with cosmetics. The Broadway-Strand theatre, which was playing “ Ladies Must Live ” secured the cooperative window without any more expense than the poster and window card. Phil Gleichman again showed his ability to obtain fine results with a medium of expenditure. Oriental Tapestry Featured in “Sheik” Window AN expensive tapestry woven with the design of a sheik dominated the display in a music store window secured by Manager S. O’Hare, of the Armory Theatre, Clarinda, Iowa, for the run of “The Sheik.” Stills of the picture and a miniature oasis is seen with tents and caravans made from still cut-outs. Leopard skins and oriental rugs completed the display. George Rotsky Shows Way to Grab Off Front Page Publicity GEORGE ROTSKY. manager of the Allen Theatre, Montreal, grabbed off a nice bit of publicity for “ Stranger Than Fiction ” — right on the front page and without a cent of expense, by means of an idea and the co-operation of a friendly local aviator who — probably — was willing to get a little publicity for himself. One of the posters on “ Stranger Than Fiction ” announces that $1,000 will be given to anyone who will duplicate the aerial stunts of the picture. J. B. Patton, a local aviator, was interviewed by Mr. Rotsky and “ ribbed ” to write the Montreal Herald a letter stating that he was willing to perform the stunts (the letter also described them and linked up with the title of the production) and would do so if given the opportunity, for half of the offer. The other half Patton agreed was to go to a local hospital. The Herald printed the letter with comment, and the next day followed it with a story, relating the contents of the letter and explaining that Mr. Rotsky was wiring Miss McDonald and hoped to be able to pull off the aerial stunt over the city. Both stories ran for a quarter column, with good heads and as news. The story caused a lot of talk about Montreal and the business done on “ Stranger Than Fiction ” was the best in some time. Simple but Effective Exploitation Put Over by Boston Theatre Comparatively inexpensive, yet possessing all the effectiveness of more elaborate exploitation methods, was a publicity plan adopted by the Tremont Temple, Boston, in connection with the run of “ A Connecticut Yankee in King Arthur’s Court.” Twenty thousand blotters, seven by three and a half inches, printed in blue with a white background and bearing an attractively arranged legend, were distributed throughout the postoffices, business houses and residences of the city. A photograph of Mark Twain and a picture of “ Sir Boss,” the hero of the story, bordered the following statement : “ They made the Yankee ‘ Sir Boss ’ as he soon had the old kingdom running shipshape. He found the plumbing bad, no telephones, no carpets on the floors ; and they had never seen a flivver. He fixed the plumbing, installed telephones, and taught the knight how to eat, drink, smoke, ride a motorcycle and build a flivver. He licked a few knights at a tournament, and when dressed up in a top hat and Boston Garters made his escape with the aid of a can opener.” Sends Telegrams to All Women on Mailing List Every woman on the mailing list of the Strand Theatre, Grand Forks, N. D., received an apparently orthodox telegram asking questions about women and the way to manage husbands as exploitation for the Strand’s engagement of “The Sting of the Lash.” The telegrams were mailed with two-cent stamps in envelopes to match the blanks. The attendance showed three times as many women in the audience as men, and the management of the Strand concludes that the exploitation was effective. Wright Offers Prizes for “Don’t Tell Everything” Essays When the Strand theatre, Seattle, played " Don’t Tell Everything” recently, Manager H. B. Wright seized upon a novel means of ex | ploitation by offering cash prizes for letters in | connection with the picture. The idea was put across through the cooperation of the city newspapers. According to stories carried in the papers, the point con I veyed by the theme of “ Don’t Tell Everything ” was that a man or woman should not lie to his or her sweetheart or fiance. Or better still, according to the stories, never tell him or’ her I everything connected with your affairs. Then the articles went on to the effect that Maanger Wright does not agree with the above ideas, and told how he believed that engaged couples should be truthful, and should confide in each other in order to be happy after they were married, The stories wound up with the suggestion that Manager Wright was offering a first prize of $10 and three secondary prizes of $5 each for the best letters on the subject as stated above. The contest created quite a little discussion, and was in a measure one of the reasons for the successful week’s run of the picture at the Strand. “Morals” Lobby Display Caught Augusta’s Fancy When he played “ Morals ” at his Rialto theatre, in Augusta, Manager Frank Miller hid the front of his theatre back of a sort of framework, somewhat resembling the old-fashioned gilt picture-frames of Grandfather’s day. Behind this frame was a sort of boxed in space which held as a back-ground, Oriental draperies, and a big couch. Reclining on this couch was the figure of a woman (a wax “ dummy ” borrowed from one of the local shops, and used by them in their windows). This dummy was dressed as nearly as possible like May McAvoy in the harem scenes of the picture. There was a gauze screen over the front of the “ picture,” and some carefully arranged lights aided the illusion of a fine old painting. “Wet Gold” Treasure Hunt Interests Calgary Youngsters The interesting stunt was recently worked out by Manager Tubman, of the Allen theatre, Calgary, Alberta, in conjunction with the presentation of “ Wet Gold ” at the theatre during the week of December 12. All boys and girls under 12 years of age were invited to take part in a unique treasure hunt, the prizes for which were $5 in cash and a double pass for the show. A sales clerk in the Parker Department Store was selected to hold the prize, and the first boy or girl finding this clerk was the winner. Announcement was made that the search would start Monday afternoon at 4 P. M. and the question to be asked was : “ Do you know7 where ‘ Wet Gold ’ is? ” The result wras that the store wras literally stormed by school children of the city. Local Merchants Back Majestic Theatre THE Majestic Theatre, Chico, Cal., landed no less than 22 merchants for their double truck for “ Ladies Must Live.” The exhibitors made clever use of the title, playing it in every ad.