Movie Age (1927)

PAGE 18 MOVIE AGE Captured War Medals Give Picture Atmosphere Display of medals captured by the members of the local American Legion was the keynote of an effective cam¬ paign put on for Metro-GoldwynMayer’s “The Big Parade,” at the Voncastle Theatre, Greencastle, Ind. A window display was secured with the leading shoe store. This window was a good size. The display consisted of several trunks of trees, the base cov¬ ered with dead leaves, two miniature tents in front of which were stacked rifles, a three-sheet cut-out in the back¬ ground, a scene painted to give it a forest effect. Above all was draped an American flag. Front center of the window had a display of medals won by the Legion boys. A singer appeared at theatre and sang “My Dream of the Big Parade.” Seven hundred of the cheming gum her¬ alds were inserted in the Chicago and Indianapolis papers. Nation-WideTie-up for “American Beauty” Picture Among the many effective tie-ups be¬ ing arranged to exploit First National stars and productions is that which has been effected with the Florists’ Tele¬ graph Delivery association, the organiz¬ ation which made famous the slogans, “Say It With Flowers” and “Send Flow¬ ers by Telegraph.” At a recent convention in Washing¬ ton, D. C., the 1,500 members, all im¬ portant florists from various parts of the country, were given pictures of Miss Billie Dove in the American Beauty rose dress which she wore in “American Beauty,” for display in their windows at the same time this pictures plays their cities. In addition, any exhibitor who sends a wire to Miss Gwen J. Dew, care Flor¬ ists’ Telegraph Delivery association, De¬ troit, regarding the opening of his pic¬ ture, will have a large boquet of Amer¬ ican Beauty roses delivered to Miss Dove, in his care, to the theatre, which he can use for tie-ups in a florist’s window or in his own lobby. In many cases he will also be able to effect a cooperative advertisement with the local florists on this tie-up. EXHIBITORS— Send in your Box-Office Reports. Will Issue New Songs With Pathe Features Now A popular musical theme, published as a song by leading music houses will be issued with practically every feature motion picture made at the deMille studio for Pathe release this season. This is said to be one of the most effective exploitation tie-ups ever developed. For several months Rudolph Berliner, general musical director of the DeMille Studio, Billy Leyser of the publicity de¬ partment, and Charles Daniels, presi¬ dent of Villa Moret, music publishers, have been working out the details of this idea. Heretofore musical numbers tied in with certain pictures have been issued after the completion of the film, but Berliner, Leyser and Daniels have perfected a system which makes it pos¬ sible to have the song theme on the mar¬ ket in advance of the release of the pic¬ ture. There will be no attempt to make capital for the song by giving it the same title as the picture. The magnitude of this undertaking can be visualized by the fact that Villa Moret have purchased a large piece of property in Beverly Hills, adjacent to the industrial center, and will break ground almost immediately for the con¬ struction of a new building to house their printing plant. This will be the largest music publishing house on the West Coast. Among the composers and lyric writ¬ ers associated with Villa Moret are: Neil Moret, Ben Black, Paul Ash, Gus Kahn, Byron Gay, Walter Donaldson, Dick Whiting and Ray Egan, Maurice Gunsky, Al. Levin, Cliff Friend and Herb Brown, Al Sherman, Jules Buffano, Fred Rose, Joe Bueke, Walter Smith, Faulkenstein and Paul Cordell. Feature themes for “Dress Parade,” William Boyd’s most recent starring vehicle, and for “The Wise Wife,” which features Phyllis Haver, are now being distributed. “Consolation” is the fea¬ ture theme for the Boyd vehicle, and “Cuddle Closer” for “The Wise Wife.” “Moonlight on the Danube,” the fea¬ ture theme for “The Blue Danube,” which stars Leatrice Joy, is now in the printing and “Bombay Bump,” feature theme for “My Friend from India,” which features Franklin Pangborn, is soon to go into production. The Imperial Theatre, San Francisco, took advantage of the public’s insatiable desire for comedy and made Harry Langdon, in “His First Flame,” the main unit for a “Laugh Week” program. Above is shown the marquee of the theatre as it was decorated for this special week.