Moving Picture World (Jan-Feb 1927)

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440 MOVING PICTURE WORLD February 5, 1927 Burns Made A Cleanup With Michael Strogoff Photographic Cards Are A Small Town Stunt Actual photographic postcards are regarded as a luxury by most managers, but to Harry West, of the Greenville Theatre, Greenville, California, they are an economy. MR. WEST’S CARD He runs only one night a week and he finds that it is cheaper to fix up some press book advertisement and photograph than to go to the expense of printed cards. Apparently he is his own photographer, so that the only cost is for the cards, and these can be had reasonably cheap in quantity. What do you think of the scheme? This card is taken from the seven column ad in the press book on The Phantom Bullet. Rode on the Train Since a local story already had a toy train display in its window, James Cartledge, of the Alhambra Theatre, Charlotte, N. C., had only to add a few stills of The Great K. & A. Train Roberry to make the window his own, and that cost only a few passes. Favored by the holiday season, he broke all house records for a three-day run. Didn’t Match , But — There is nothing about track or trackless trains in Love ’Em and Leave ’Em, but Ernest Morrison used an automobile locomotive to advertise the picture at the Howard, Atlanta, and drew an unusual crowd. Production Hints from Edward L ♦ Hyman Managing Director, Mark Strand Theatre, Brooklyn Six incidents made up the show which had Ben Lyon and Pauline Starke on the flicker sheet in “The Perfect Sap.” This First National production ran 1 hour and 1 minute, and the two additional film subjects, one being the Mark Strand Topical Review (10 minutes) and the other the Hy Mayer cartoon, “Tripping the R h i n e,” (8 minutes) brought the film portion up to 1 hour and 19 minutes. Thirty minutes were given over to the 3 presentations, which brought the whole show up to 1 hour and 49 minutes altogether. Opening each deluxe performance the orchestra played selections from Leoncavallo’s opera, “Pagliacci. ’ This was lighted as follows : amber floods from dome and bridge 1 on orchestra. Amber spot on the director as he enters, goes to flood as he picks up baton. Bridge lights red draw curtains sides ; blue borders ; blue side strips ; blue foots production stage, steel blue stars in cove ceiling. Harry Breuer, xylophone virtuoso of the orchestra, contributed the second incident in the form of a medley of popular tunes of today including “Birdseye View of My Old Kentucky Home,” “It Made You Happy,” “Sunday” and “I Still Believe in You.” The lights for this were as follows : steel blue spot on soloist from dome ; bridges purple floods covering gold draw curtains closed over small production stage. After the Topical Review Gus Van and Joe Schenck appeared on the apron of the orchestra stage for their routine of exclusive songs. For their purpose a piano was moved to center stage of the orchestra pit. Van and Schenck were light as follows: As they entered from right side spots covered them from dome and bridge 1 ; as they enter to center stage bridge 2 adds spot. For their second and third numbers steel blue floods from bridge and dome ; for fourth and fifth amber and steel blue from the same place. Steel blue remained for all encores. Next came the feature picture and the Hy Mayer cartoon as named above closed the performance. Burns Made Strogoff A Big Money Winner Hard and intelligent work made real money for the Beacham Theatre, Orlando, Florida. Frank H. Burns, the publicity man worked a number of stunts, starting with a mailed appeal that was dressed up to make it look like something important. The enclosure was a dark red card and the envelope carried a vivid red band diagonally across the face. The attention value was worth the cost of the extra printing. He made an extra large book to be sent around town on a truck and manned this with three men in Russian costume, who handed out throwaways from the truck and worked the streets afoot at odd times. He also had a one man book perambulator going at the same time. Just before the opening he added 17 boys each carrying one letter of the title on an improvised poncho. The last boy was a “now showing.” His lobby display was a free hand drawing of a mounted courier in the old heraldic style, strongly drawn and vividly colored. It does not come through well in the photograph, so we cannot reproduce, but enough shows to demonstrate that it was an attention getter. For a final kick he revived a mathematical puzzle he used some four years ago, but which most persons, had forgotten. It had the whole town talking. The net result was an important threeday run. ■M % MIKAEL SIPOGOn 3 0«fS 8f«NKJ«Ci *EDNES0«S JAN. ir TWO OF THE CLEANUP STUNTS USED BY FRANK BURNS ON MICHAEL STROGOFF He got three big days at the Beacham Theatre, Orlando, Fla., and everyone liked the picture. He also used a oneman book, vividly colored, that had them halted in their tracks. They simply had to stop and look. The poncho boys paraded ten feet apart, single file, with the letters in their proper order, making a real parade.