Motion Picture News (Jan-Feb 1922)

February 18, 1922 1119 Benefit Show for Unemployed Works Well OWEN BANNON, manager of the Dreamland Theatre, Elyria, O., recently staged a free show with a new twist to it. The matinee was given for the benefit of those who have been unable to see a movie show for some time on account of the hard times. Although Bannon’s object was 99 99/100% altruistic, there was a little business thrown in for good measure, for he took advantage of the assured full house to show the opening two episodes of Eddie Polo’s serial “ Do Or Die.” It was a good stunt, for it made many friends for the house, and gave Bannon unlimited free space in the local newspapers. Cooperative Advertising Campaign Put Over at Halifax R. J. MacAdam, and T. S. Daley of the Casino theatre, Halifax, gave a fine example early in December of how a picture can be put over. “ Over the Hill,” was the screen offering. The manner in which Mr. MacAdam and Mr. Daley went after a big attendance was a treat in showmanship. They began their campaign a week before the run by using two and three-column ads in the daily papers. A private showing for the clergy and other preeminent persons in Halifax was arranged, and as usual this showing developed into a great success. After this showing MacAdam and Daley obtained letters from Mayor Parker, the three leading pastors and a department store owner. MacAdam and Dale used three . letters with telling effect. On the day previous to this showing MacAdam and Daley tied up with eleven advertisers and took a whole page in the Halifax Herald. A three-column Casino ad was in the center. Over the top was “ Over the Hill to Gottingen Street,” on the bottom “ Come ‘ Over the Hill ’ — Shop on Gottingen Street and Save for Xmas.” Each advertiser carried at the bottom of his ad the line “ Over the Hill to Gottingen Street.” Whole page ads were printed in all the papers on Saturday, and on Monday these were followed with half-pages and three and fourcolumn ads. Another Calendar Idea Worth Borrowing WILLIAM J. MacFARLANE, manager of the Liberty Theatre, Canandaigua, N. Y., has one of the best “ friend-making ” exploitation ideas that has come before the motion-picture industry for some time. Each month he issues a calendar which gives the days of the week and dates of the month, and also announces the showing dates for the pictures booked for the entire month. This calendar is exceptionally neat in appearance, printed in such a way that everything on it stands out like a red light in the fog, and yet is not garish nor loud. Mr. MacFarlane has his calendar protected by copyright, but is perfectly willing to permit any exhibitor who may care to do so to use the idea, provided it is not to be used by any theatre in his own city. Tent in Lobby Gets Attention for “Rent Free” Showing A lobby display that cost little and brought excellent results was used recently by Oscar White, manager of the Rex Theatre, Sumter, S. C., for his showing of “Rent Free.” A large tent was constructed and suspended in the lobby, with beaver board floor and ladder leading up to it. The ends and sides of the tent carried cards which read : “Come and Laugh at the Landlord in Rent Free” ; “Wallace Reid in a roof raiser— Rent Free”; “See Rent Free and Laugh the Housing Blues Away”; “Don’t Cuss the Landlord — See Rent Free”; “If It Is Moving Time, See Rent Free.” Mr. White reports this lobby created quite a lot of favorable comment. Farley Has a Good Idea for “Saturday Night” With Miriahi Wednesday^ Cooper, Thursday R.A,Walsh Production bjrifii*.] It i'rodflriion The OATH MWIAM COOKER RAS'aish fwikliim The OATH MIRIAM COOtTR :'imA ■ .« J — 11 * ■ ill | . 1 Lobby decorations on “ The Oath’’ when this picture played Arch Bamberger’s Empress theatre, Oivcnsboro, Ky. IT has remained for H. C. Farley, manager of the Empire Theatre, Montgomery, Ala., to think of a clever teaser stunt on “ Saturday Night ” — one which can be used by any exhibitor with a reasonable expectation that it will get attention, although it is a better idea for the small-town manager than for the bigtown showman. Here is what Mr. Farley put over: Four days prior to publishing the first announcement ad. of SATURDAY NIGHT five one-inch teaser ads. were featured in the morning papers. First copy read — "IT’S COMING SATURDAY NIGHT, JANUARY 25th.” Copy was changed daily. Now ... by the calendar, January 25th was not Saturday Night. The conflict in day and date was noticed by many and aroused curiosity. The teaser ads. were followed by other exploitation, among which was a window display. Co-operative window displays were arranged in Woman’s Millinery shop, with card reading “ Hats for Saturday Night and any other night,” etc. Similar cooperative cards were displayed in Drug Stores.