Moving Picture World (Dec 1920)

616 MOVING PICTURE WORLD December 4, 1920 Selling the Picture to the&Public TRUCK EXPLOITATION IS WORKED IN CINCINNATI FOR CARTOON The Post keeps the side boards filled with exploitation posters for the Fontaine Fox animated cartoons, released by Associated First National because they run the series in their editions Cincinnati Newspaper Gets Behind Cartoons Cartoon comedies with a newspaper origin lend themselves exceptionally well, particularly in the larger cities, to newspaper hookups. This was again demonstrated in Cincinnati, where the Post got solidly behind the new Fox cartoon productions to be released by the Associated First National. The Fox series are run in the Post and the first of the animated productions was “The Toonerville Trolley.” The Post got out side sheets for all of the auto delivery trucks lettered “Toonerville Trolley. Now in the Movies. Daily in the Post.” These sheets will ke kept for a month and then changed for one of the other Fox creations; whichever happens to be the next filmed. As the Post has a morning and afternoon edition, the trucks are in commission all day and cover practically every part of the city. The Fox cartoons are widely syndicated, because they contain more genuine humor of idea and drawing than most of the comic strips, and almost any town can hook in with this stunt to some degree. Selin g Scientific Idea of “ Invisible Ray ” Is Good J. Eugene Pearce, of the Pearce Films, New Orleans, is selling the serial “The Invisible Ray” through an appeal to the schools. The invisible ray is supposed to result from the atomic theory and involves electricity, magnetism and light. Pearce has sold Franklin Brown, Director of Public Education in New Orleans, on the idea, and special showings will be given the children at a reduced rate at theatres. Objection was offered to the rather pronounced action of the serial, but it was explained that this will help serve to hold the interest of the children to the scientific phenomenae supposed to underlie the action. The lower grades will be shown the entire serial, the high school pupils being asked to visit only the first four episodes which unveils the mystery. The pupils will attend as classes and the educational angle will be treated in the class room afterward. Used Babies to Exploit “IF hat Women Love ” Title E. Metzger, of the Strand, Creston, la., recently made a record by sending out a couple of six year old tots as “sandwich men” for “The Greatest Question.” Now he goes it one better by using four bottle babies for his lobby attractor for “What Women Love,” the Annette Kellerman production issued by Associated First National. First he hooked up six stores with display of things dear to the feminine heart, each with a card on which “What Women Love” was the chief display line. The card wound up with an appeal to seek in the lobby of the Sttrand other things that women love. Then he arranged with four mothers of tiny babies to park their perambulators in the lobby while they went in to see the show, promising that a trained nurse would care for their wants. Mr. Metzger cannot pick them much younger, but he is likely to run an incubator baby show before he gets through with the junior exploitation. Putting Lloyd Ahead in Cincinnati Lobby Dress The Lubin Theatre, Cincinnati, has a new stunt in lobby decoration for Harold Lloyd in “High and Dizzy.” The Lloyd head is the chief trademark, so the Lubin uses these, placing a full figure before the box office and connecting up with ribbons to half a dozen cutout heads pendant from the ceiling. Evidently they know the value of the comedies put out by Pathe for Lloyd gets the banner and one of three-sheets and shares frames with the five-reel feature. If you try this style of decoration, note that some of the brightly colored ribbons are run out to the sign above the sidewalk, the idea being to draw the attention into the house. This may seem a small matter, but it will catch the eye of many who might not glance inside without these guides. LOOKS LIKE HEADS THEY WIN, DOESN’T IT? How the Lubin, Cincinnati, dressed up for Harold Lloyd in “High and Dizzy.” A full length cutout was perched on a scenery chimney and streamers ran to the other heads, ribbons over the sidewalk catching the eye.