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OCTOBER 2 2, 1927.
PAGE 21
Arthur Swanke Builds
“Chang” Lobby for $3
For the paltry sum of $3.00, Arthur Swanke, lobby artist for the Arkansas Amusement Enterprises at El Dorado, Arkansas, recently constructed a dis¬ play for Paramount’s “Chang” which brought in exceptionally good business at the Rialto Theatre. The photograph published here shows the display.
The “Hula” lobby, reproduced on this page, was built by Mr. Swanke at a cost of only $2.50 and it brought a good three days’ business.
Mr. Swanke uses beaver board over and over again by washing it and cut¬ ting it into different shapes. He has used some pieces as many as ten times.
The little center-piece effect used at the Rialto for “Tell It to Sweeney” was built at a cost of 75 cents, and at¬ tracted considerable extra patronage.
Mr. Swanke has been connected with the theatre business in various capac¬ ities, but his real profession is that of the lobby artist, and he says he “would
rather build a lobby or poster than eat.” The economy with which he makes dis¬ plays shows what really can be done to advertise a picture at small cost.
Ask-Me-Another Craze Is Used to Exploit “Parade”
Taking advantage of the Ask-Me-Another questionaire craze which was then sweeping Lafayette, a college town in India, Manager Hunter of the Luna Theatre, used a questionaire, published in the college newspaper, to help pub¬ licize his showing of Metro-GoldwynMayer’s “The Big Parade,” starring John Gilbert under King Vidor’s direc¬ tion. Hunter was assisted by an M-GM exploiteer in his promotional work on this feature.
A weekly column in the college newspaper is devoted to six questions, and during the week that “The Big Parade” played at the Luna Theatre, Hunter induced the student editors of the publication to allow him to place six questions on the production. The
questions asked who the star, who the director was, and other pertinent facts about the film. Four tickets were an¬ nounced as prizes for those who an¬ swered the questionaire correctly.
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Here are tome lobby displays built by Arthur Swanke, El Dorado, Ark.