Moving Picture World (Sep-Oct 1925)

482 MOVING PICTURE WORLD October 10, 1925 Here’s a Qood Teaser Throwaway on Lost, a Wife inis pacKage came oy airu-i»i<u jrom New fork, contains ihe newspaper story of Trie Unholy three «ee f^aitjculars morning Democrat KLBurK pays $ IJ postage. >4 f'ojr Release A TEASER ON EAST LYNNE USED BY THE PALACE, CLEVELAND For three days Lady Isabel and Barbara Hare were driven around town in this old fashioned rig, and for three days more banners told of the coming of this standard drama in film form. It’s old stuff, but it had the town talking. Played Television Telephone hangers in all public telephones in Warren, Ohio, told the user that presently he would be able to see the person at the other end of the wire as is done in “Up the Ladder” at the Opera House. Twelve tickets were sent the chief operator of the local central explaining about television and asking that the tickets be given some of the girls. It was figured that these would tell others and perhaps gossip over the wire a little. Qood Throwaivay Asked for Wife Most missing persons and reward circulars fail because they try too hard to connect with the picture. This type of throwaway should be purely teaser and be backed by other material. Walter League got out a clever circular on Lost, a Wife for the Strand Theatre, Memphis. This is how it looks: A iVietro-Colawy n A e Lease USING THE AIR MAIL TO GET A WINDOW DISPLAY There is a fascinaiton to the idea of a package costing $17.28 to mail, that got the best window in town for The Unholy Three for K. L. Burke, of the Orpheum, Baker and Empire Theatres, Baker, Orgeon. This beats mailing the film cans. LEAGUE’S CIRCULAR The telephone call is that of the theatre, where inquirers were told about it. A classified ad along similar lines was used in the daily papers, with the telephone number, and this helped to get them in. Car cards were used in the form of a news paper headline, and window displays were made in a chain of candy stores, the suggestion being given that she was lost because not provided with Betty Brown candy. It all helped to run the receipts up. On a Palette The painted head of George O’Brien and a cutout of Dorothy Mackail facing each other were mounted on a compo board palette as the lobby sign for The Painted Lady at the Rialto Theatre, Augusta, Ga., Daubs of paint around the edge helped the suggestion. Qirls in a Contest Carried the Banner Aided by a Universalist, Pop Hartman, Leff and Beglichter, of the Star Theatre, in the Bronx section of New York, staged a bathing beauty contest to put over Fifth Avenue Models, but the contest was worked before the showing of the Universal-Jewel. It was figured that those who would be attracted by the model appeal would come to the beauty contest and there be fully sold on the feature to follow, so two shows were helped by one stunt. In furtherance of this idea each girl who paraded across the stage carried a light card banner selling some feature of Fifth Avenue Models. It took somewhat from the dignity of the contest, but on the other hand it sold more seats, and that was the main object of the contest. The management had no difficulty in getting a whale of a lot of girls, and there was plenty of show, including some dress models who modeled the late styles for nearby shops. It’s too late in the season now for a bathing beauty contest, but start in early next year. They work in any size house. h BEAUTIFUL YOUNC WIFE LOST Please Watch the Newspapers For Further Information or Call Tony Hamilton, 6-0538 Light blonde Hair and Blue Eyes I She is most likely j using the name — “ Charlotte Randolph ” I QCT- Suitable reward if txuirr finder will return A Wirt to Tony Hamilton m I HAVE RECEIVED WORD ts m SHE WILL BE IN MEMPHIS ALL NEXT WEEK §1