Motion Picture News (Jan-Feb 1922)

1120 Motion Picture N ezo s Vance Takes Advantage of Transient Celebrity MANAGER VANCE, of the Vance Theatre, Asheville, N. C., was fortunate when he played “ Steelheart,” in being able to effect a tie-up with a well-known and interesting figure — that of Van Cleave Giles and his wonder-horse, “ Midnight Giles stood in the lobby with Midnight, saddled and bridled with very ornate carvings on the saddle and bridle. Giles wore the elaborate riding togs expected of such a figure, and gave away pictures of himself, riding Midnight up the steps of City Hall, in New York City, meeting the mayor, etc. The interest created by the man and his beautiful horse resulted in good business for the picture. Eight Page Picture Supplement for Lima, O. C. C. Deardourff in charge of publicity in Ohio, for “ The Four Horsemen,” broke some records lately when he got out an eight page supplement to the Lima News when the “ Four Horsemen ” was playing there. The paper was headed “ FOUR HORSEMEN OF THE APOCALYPSE SUPPLEMENT.” Beneath that appeared “published by the News — an exceptional supplement for in exceptional picture.” There was a catch line running all through the supplement. It was “.GREATEST IN THEIR LINE.” The front page was devoted to a big story on the picture headed “ Greatest in their line.” Then followed page after page of literature on the picture and advertisements by local stores. And every advertisement started out with “ GREATEST IN THEIR LINE.” There was in excess of twenty-five advertisements in the supplement varying from half to eighth pages, and everyone featured the catch line. In addition to this, the management of the Sigma theatre, where the “ Four Horsemen ’’ played, secured the co-operation of the mterurban railroad and had special excursions running into Lima in time to see the two performances of the picture. Business is reported as having been excellent and everyone expressed himself as satisfied with the performance even at the greatly advanced admission prices. This Should Be Sure Fire Most Anywhere WHEN Manager M. M. Wear of the Rialto Theatre, Charleston, W. Va., played “ Everything For Sale,” he got out a teaser ad. that tore the town up. His newspaper space was headed with the title, which was followed by an inventory of everything in the house. It was also announced that the sale would continue “ tonight and Saturday.” Mr. Wear got a touch of humor to the stunt by listing among his for sale articles odds and ends about a theatre, like photos of stars, empty beer bottles, etc. This cut illustrates the way the America theatre, Casper, Wyoming, exploited “ What Do Men Want?” This lobby display on ‘‘The Light in the Clearing” was built by the Favorite theatre, Piqua, 0. How Wright Exploited “Molly O” Seattle Theatre and Newspapers Cooperative to Mutual Advantage AMONG the numberless exploitation stunts which Manager H. B. Wright of the Strand theatre, Seattle, put over for " Molly O ” none brought such excellent results as a “ Jingle Contest ” put over in co-operation with the Seattle Star. Each day Manager Wright gave $5 to the author of the best “Molly O” jingle that was published in the paper. The only requisite for a successful jingle was that it contain the name of the picture, the star, and the Strand theatre. All of the jingles turned into the paper were in turn turned over to the Strand, where they were placed in a large glass case in the theatre lobby, where they formed the basis of another contest in which local firms donated prizes. Among the prizes were a Sonora phonograph, several pairs of “Molly O” pumps, several “ Molly O ” dolls, a number of “ Molly O ” hats, and other valuable merchandise prizes. These exploitation features were emphasized by all the city papers, the magazine published by the management of the Strand theatre, and on the screen of all theatres under the direction of the Jensen-von Herberg circuit, directors of the Strand. A baby contest, run in conjunction with the Seattle Post-Intelligencer, also helped make the run a success. Each day motion pictures of a number of Seattle infants were shown on the Strand screen, as part of the Post-Intelligencer’s plan to select the Seattle children best adapted to screening tests. These pictures were changed daily, and attracted a large number of people interested in the newspaper's contest. Attendance at the Strand the second Saturday and Sunday of “Molly O” surpass :d attendance during the first two days’ run according to Manager Wright, who was very well pleased with the showing made by ‘he picture.