Movie Age (1927)

NOVEMBER 1 9, 1 927. PAGE 19 Essay Prize On Contrast Role of George Bancroft Roy Slentz, manager of the Rialto Colorado Springs, took advantage of the situation when two pictures starring George Bancroft followed each other at his theatre. The two pictures were “Un¬ derworld” and “Tell it to Sweeney.” A prize was offered to the person who wrote the best essay on the ques¬ tion, “In which role do you like George Bancroft the best?” The contest was announced during the showing of “Underworld” which in¬ duced patrons to return to see the other picture. The stunt proved very suc¬ cessful. Plenty of “Pep” Campaign The Laura La Plante “Pep” campaign rolls along with added momentum, it was revealed when Universal’s Special, “The Cat and the Canary” played at the Palace Theatre in Fort Wayne, Ind. The Hoosier Grocery and the Mercantile Grocery company put out 150 quarter sheets with Laura La Plante, and se¬ cured over 100 store tie-ups. There were 20,000 special coupons distributed, two for one matinee admission to be given away with every purchase of “Pep.” In addition, the Hoosier Grocery com¬ pany, in advertising their 69 chain stores, carried a special announcement in their ad about Laura La Plante and the special coupons given away with each package of “Pep” for admission to “The Cat and the Canary.” The Mer¬ cantile company did the same thing in advertising their 32 chains. The dist¬ rict Kellogg representative got a spec¬ ial appropriation from the Battle Creek home office for a big newspaper ad. Novelty Heralds Given Out At Circus Parade John Creamer of the Orpheum, Atch ison, Kas., put one over on a circus re¬ cently in exploiting “The Sunset Derby.” While crowds were lining the sidewalks waiting for a circus parade, Creamer distributed special heralds, which read: “We Have No Parade Today but You Can See the Best Show in Town at the Orpheum.” The words “no parade” were printed in very large type which in¬ sured the herald being read by those waiting for the circus procession. EXHIBITORS— Send in your Box-Office Reports. T,“ LOBBY — Display ^ indolv of your ^ heatre ^ By JACK E. BAKER An Effective Tieup and Display for Any Picture Featuring An Auto Race Feature pictures in which automobile races play a prominent part are fre¬ quently booked by exhibitors and are especially easy to provide lobby dis¬ plays and exploitation. Illustrated above are lobbies of the Randolph Theatre, State and Randolph streets, Chicago, showing an effective tieup for “Cali¬ fornia Straight Ahead.” This was a Universal film featuring Reginald Den¬ ny, but a similar exploitation will be equally effective for other pictures in which there are motor races. Any automobile or tire concern will cooperate in providing cars and tires for the atmospheric backgrounds. In this case, tires were hung from the canopies and around the lobbies, while two automobiles were placed in the lob¬ bies. A racing car used by Cliff Woodbury, a well known racing driver, was loaned and placed in the lobby near the win¬ dow, as shown in the upper picture. This same car had been used by Lil¬ lian Boyer, the girl stunt flyer, who made a jump from the racer going 75 miles an hour to an airplane swooping overhead. In the center picture is a scene of the crowd which was attracted by the dis¬ play, while at the bottom is a glimpse of a Diana roadster used for advance publicity on “Phantom of the Opera.” This car has been christened by Mary Philbin, who had the leading feminine role. The entire display for either picture cost only a few dollars and the only expense was that of making the few placards and banners used. The idea is so adaptable to any picture featuring automobile races that it affords an in¬ expensive but effective display. Billing and Special Stunts Put Over the “Big Parade” A great deal of billing and poster work was the basis of the campaign put on for “The Big Parade,” when it played at the Lincoln Square Theatre, Decatur, Ill. Manager H. J. Wallace put on this campaign, assisted by an M-G-M exploiteer. Five twenty-four sheets were used, 20 three-sheets, 150 one-sheets and 200 cards. Also four banners were hung in prominent places. Cutouts were made for the front of the theatre and a ma¬ chine gun and flags were obtained for the lobby display. A tie-up was made with the Conklin Bakery, whereby slips of paper with “Big Parade” ads were sealed in every loaf of bread from their place for three days before the picture opened. The bakery used eight thousand a day. For this the theatre ran a short trailer for the bakery, but gave no other prizes or tickets. Eight thousand of the Blatz Heralds were used. Four thousand were given out at the theatre a week in advance of showing, and four thousand were distributed from house to house. Two thousand door handers were made and put out on the Saturday before the picture opened. Three of the oil paint¬ ings were displayed in prominent places. The Decatur Herald arranged for a special merchants co-operative adver¬ tisement page. For this the theatre gave twenty-five pairs of tickets and some star stills. Special effects were used in connection with the presentation of the picture and a squad of local militia paraded the opening night.