Moving Picture World (Nov-Dec 1922)

December 23, 1922 765 MOVING PICTURE WORLD Novelty Folders on * Ft emal Flame** George J. Schade is going in for novelty stunts at his Sandusky house. Several of his schemes have been listed and the latest are small rubber boots for “The Storm” and miniature candles for “The Eternal Flame.” 4. First National Reiiease THE SCHADE NOVELTY This is a three-piece mailer; a card folder telling of the attraction and apparently accessory stuff; a card printed for the house and announcing the date, and a candle one inch long in a metal holder half as long again. The card was slit to let through the base of the candlestick. All were clipped together for mailing. Most exhibitors have pinned their faith to the three foot candle. Schade goes to the other extreme, and with even better results, for the appeal is more direct. Music for Ming Toy A phonograph hook-up was not listed for “East Is West,” but that did not prevent the Coliseum Theatre, Seattle, from getting four phonograph windows on the Chinese play. _ All companies have a considerable selection of Americanized Chinese numbers on their records, and a cutout from the three sheet gave point to a drive on the play and the selections. This is a little different angle, and if you can get the stores to play the selections, with a repeater, it will be better yet. A First National Reiease THE PHONOGRAPH IDEA And do not forget that both Victor and Columbia can supply real Chinese records, even though they may not have them in stock. Try a couple in the lobby. The instrumental numbers are the best. Rings Were Passes H. H. Wilson, of the Sherman Theatre, Sullivan, Ind., adapted the lost key stunt to “Man-Woman-Marriage,” when he belatedly played that production. Ten wedding rings, procured from the tencent store, were “lost” and the finders were rewarded with passes. Everyone was looking for the rings and talking about the play. Real Circus Flavor Given to a Serial Roland G. McCurdy, Des Moines Universalist, is evidently an old circus man, with a little sawdust still in his hair. To launch the Universal chapter play, “In the Days of Buffalo Bill,” he used a poster wagon to distribute the lithos and other accessories, but he had two sets of signs painted. A Universal Relensr McCURDY’S CAR The cut shows “Car No. 2,” but the same wagon with the other set of signs was “Car No. 1” and the signs were alternated to give the idea that the serial was so big that it took two outfits to put it over properly. It had a substantial moral effect, and offers an idea to managers for their own bill wagon— whether they have one or not. An express wagon can be hired for a couple of hours a day, and it certainly does give an impression. Mother *s Matinee Hits New Zealand Human nature is pretty much the same everywhere, and the Fox office reports that the Mother’s Alatinee, worked in connection with “Over the Hill,” is doing as well “down under” as it did in this section of the globe. The Grand Theatre, Christ Church, a city of 100,000, played to a continuous standout through the use of this device, giving a morning performance when elderly women were admitted as guests of the house. The theatre is located in the center of the town’s business activities, and the arriving guests made a wonderful ballyhoo. An Equity Release CARTOONS HELPED “WHAT’S WRONG WITH THE WOMEN?” AT THE MAJESTIC THEATRE, MEMPHIS H. B. Clarke turned to cartoon work to get attention for this attraction. His lobby front was a huge cartoon poster showing what poor fishes the men are, and his entry in the Armistice Day parade was a truck with a more decided reply to the question, showing what Jiggs thinks is the reply to the question. The receipts were pushed several hundred dollars over the usual gross