Motion Picture News (Jan-Feb 1922)

February 23, 1922 1239 St. Paul Capitol Lobby Turned Into Ship The lobby of the Capitol Theatre, St. Paul, was turned into a ship during the recent run of “ A Sailor-Made Man.” There was a gang plank and life preservers on the walls. The lamps were dipped to indicate starboard and port side of the “ ship ” which was christened “ SS Lloyd,” the words being painted on a life preserver resting between the two cashiers’ windows. The inner lobby had bow, stern, and riding light. A ship’s bell was suspended and a regulation anchor hung over the “ rail.” All emergency house lights on both the main floor and balcony were carried out in the same idea — port and starboard. The ushers were all dressed in blue regulation sailor uniforms so as not to draw too much attention from the patron’s eye when walking up and down the aisle. The directors and chief ushers were dressed all in white sailor uniforms as well as the cashiers. The door man and floor man were dressed in regulation U. S. navy blues and a string of red and green lights in the “ inner ” lobby were suspended in such a manner as to indicate a reception aboard ship at sea — same being elevated at points to indicate the different crow’s nest and down .to the bow and stern. The 24 sheet cut-outs of Harold Lloyd with spot lights focused on them completed the display. Want Ad Colums Used on “ Room and Board ” Manager W. G. Kaliska, of the Forsyth theatre, Atlanta, staged an impromptu but none theless effective exploitation for “ Room and Board ” recently, when this picture played at the Forsyth theatre. On Sunday, in the classified want ad columns, under the heading of “ Room — Furnished ” was a small ad reading, “ Are you looking for room and board? See Cashier, Forsyth theatre.” The same ad appeared under the columns devoted to apartments, rooms, etc. Small window-cards which read “ Room and Board, at the Forsyth, All Week. Twenty-five cents. Inquire cashier.” This was during the holiday season when Atlanta was full of visitors, and the little ads attracted considerable attention. Donkey Ballyhoo Exploits “Connecticut Yankee” * CONNECTICUT Yankee in /A King Arthur’s Court,” was exploited from the back of a donkey by the management of the Royal theatre, Chillicothe, O. A gray donkey, which was more or less a town “ character ” because of its obdurate attitude concerning locomotion, was bedecked with a double banner which read: “ Don’t Be a Donkey — You Will Be If You Miss ‘ A Connecticut Yankee ’ — Royal Theatre.” The sight of the animal itself was sufficient cause for the congregating of many who were near, but with the added attraction of the signs, interest was greatly increased. A large cow-bell was hung from the donkey’s neck and served its purpose with such effect that many children tagged after the animal wherever it went. Real Prairie Schooner Advertises “Last Trail” A prairie schooner, with four mules attached, a mounted rider and a riderless horse made up the street ballyhoo used by Manager George Schmidt of the Strand theatre, Atlanta, to advertise “The Last Trail.” The schooner was the real thing — weather-stained canvas, upheld by battered, creaking poles, and filled with straw on which a dummy could be half-discerned through the narrow opening at the back of the wagon. This gave special significance to the riderless horse, who trotted behind the wagon, still and saddled and bridled. A man, with a two-weeks growth of beard, in battered western togs rode ahead of the schooner, which carried a small placard on one side, which read “ Zane Grey’s Last Trail — Strand, all this week.” The lobby was a modest one, yet drew attention. The letters “ The Last Trail ” were cut out of card-board painted in colors to represent a forest fire. Instead of all letters being the same size, and spreading straight across the front, they ran from the left of the .lobby back, ending over the box-office, and diminishing in size, to look like a trail. A cut out of a mounted rider was mounted at one side of the lobby, and there were the usual stock one-sheets, and such advertising matter. Pretty Lobby Front Secured at Small Expense One of the most effective yet economical treatments of a lobby and front for the exploitation of a picture was that of the Riviera theatre at Knoxville, designed and executed by William E. Drumbar, the manager. Very little scenic effects were required for the set, the main drop being a curtain of blue mosquito netting on which were pasted a silver moon and a number of silver stars, all cut from paper or cardboard. On each side was a minaret or tower with numbers of window slots cut in it, these being covered with transparent paper. Blue lights were substituted for the regular clear globes on the front and in the lobby, giving the effect of a night scene with clear blue sky studded with silver stars and a big moon hanging overhead. Above is shown the stage setting which Phil Gcrsdorf provided for his showing of “ Way Doiun East.” The insert shows a ballyhoo which Mr. Gcrsdorf used during the engagement