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39S
November 24, 1923
MO V I N G PICTURE WORLD
Local Telegram Is Very Nicely Worked
A First Rational Release
A FRONT FOR ONE PICTURE WHILE ANOTHER IS PLAYING
Dulcy was the attraction at the Broadway Theatre, High Point, N. C, but it had been so well sold to the public that after the first day the Circus Days front was put in place for the remainder of the Dulcy run. This tent is a standard drop.
Competing Theatre Used Six Day Idea
When the Blue Mouse Theatre, Portland, Ore., ran Six Days it used the large figure six idea advanced in the press book for the announcement with “6 Daj^s” as the big line; the figure crowding the space.
An opposition house liked the idea so well that it used a similar figure six with “days more” and the title of the feature it was showing. John Hamrick, of the Blue Mouse, did not utter loud shouts of joy over the imitation, but he found that the opposition was really helping him put over his attraction, for people read on to find that Six Days was not at the other house and came to the Blue Mouse.
One of the best telegram campaigns is reported by A. B. Crawford, of the Hippodrome Theatre, Taft, Calif. He did not merely hand out telegrams. He took the trouble to do it so as to get the best results.
He offered to buy forms and envelops from the Federal Telegraph Co., for use in the stunt, but the offer w-as turned down. At the printer’s he found a mat used by some other advertiser and abandoned in the office. It showed two towers with a large-lettered “Radio Broadcasting” and was just what he wanted. It could not have been better had he caused it to be drawn.
He filled in the mortise with Courtesy United Electric Co., Taft, Calif., and got something that looked really official, though the United Electric was merely the company from which he had borrowed a radiola.
The heading was printed in black and a message extoling The Cheat was printed in blue in typewriter type with the office check letters and all the rest, and it was signed by Pola Negri.
These messages were distributed by the Western Union Service boys with “United Radio” hat badges. The messages were not personally addressed, but the boys were given slips which the recipients had to sign, which gave them the weight of a personal message with infinitely less work. This was the nicest touch and seems to be original with Mr. Crawford.
Hooking up to this, a radiola was set up in the lobby, at no greater cost than credit lines on the card which announced that they hoped to pick up a message being broadcasted by the star. Of course they did, the same that was sent out on the blanks and which was sent out through local broadcasting.
With very little mone}r and a lot of brains the picture was sold to unusual effect.
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Paramount Releases
FOUR PRETTY DISPLAYS FROM THE PALACE THEATRE, EL PASO, ON PARAMOUNT PLAYS These were planned by William E. Paschall and executed by the house artist. Guiterrez, who fully lives up to his reputation with these fine showings. The top row shows the displays for Bluebeard’s Eighth Wife and Only Thirty-Eight, while below are the attractors for The Exciters and Hollywood, that for The Exciters being unusually good with real water for the dive.