Moving Picture World (Jan-Feb 1927)

February 12, 1927 MOVING PICTURE WORLD 507 Army Recruiters Cooperate With Fathe In On Guard Production Hints from Edward L. Hyman Managing Director, Mark Strand Theatre, Brooklyn Santa Claus Film Was Better Than a Feature Recently H. M. Addison reported a cleanup in Binghamton, N. Y., with the two-reel Santa Claus film, and now comes Eddie Collins to tell that he made more money with the same picture than Valencia drew at the Queen Theatre, Galveston. Like Mr. Addison, Eddie used it just before Christmas, and he tied in a department store. He knew that the store planned to have its Santa arrive by aeroplane, and it /vas no trouble to persuade them to add that Santa was bringing the films with him. A week before Christmas a plane flew low over the store and dropped a dummy >n the roof. A man, similarly dressed, who las been waiting in the concealment of the parapet, immediately arose and was helped :o the street by the fire department, which had a truck in waiting in front of the store. The store put special enclosures for the theatre in all its bundles, donated one of its best windows the entire week and had its telephone force mention the show in every store conversation. In return Eddie mentioned the store in all his advertisements for the Kleinschmidt picture, and he did a nice business the week before Christmas. Real Tin Hats Tin hats of paper are among the accessories supplies by M-G-M on their comedy of that title, but G. R. Stewart, of the Sterling Theatre, Greeley, Col., wanted real tin ones. He bought a dozen tin hand basins from the ten cent store, punched holes for shoestring chin straps and gave them to two boys from each of the six public schools. The boys wore them for a week before the showing, lettered with an advertisement of the date, and were mighty proud of their unusual headgear. Mr. Stewart bought a lot of publicity for $1.20. Thirty-four minutes of musical presentations and 1 hour and 30 minutes of films made up the show which had “The Music Master” as the feature photoplay. This production required 1 hour and 22 minutes of the 2 hours and 4 minutes taken up by the complete show. The Topical Review was the additional film subject, running its accustomed 8 minutes. Each of the 4 de luxe performances of the day was opened by the orchestra in Wagner’s “Lohengrin” overture. The lights were as follows : bridge lights of amber on the fabric draw curtains which closed over the production stage and also on the side drapes, steel blue stars in cove; blue foots on production stage ; and flesh pink on orchestra. After the Topical Review came a “return engagement” of Ben Bernie and his Hotel Roosevelt Orchestra. A revue was staged with Bernie’s presentation, several favorites of audiences here being introduced. The incident started off in the usual Bernie manner with the orchestra playing its first number before the leader came on the stage. Army Cooperation for Pathe Military Serial On Guard, the new Pathe serial, seems to be the first chapter play to share with the feature stories the co-operation of the United States Army. Stocks of posters have been sent to the Army recruiting stations all over the country and the officers in charge have been requested to co-operate This number was played behind a scrim upon which was thrown a moonlight blue flood. Just before Bernie came on this scrim was raised as the lights came up to an amber. The act from this point on proceeded with Bernie as master of ceremonies, introducing not only the selections played by his own organization, but the incidental numbers of the revue as follows : The Smith Brothers, “Scrappy” Lambert and Billy Hillpot, widely known as radio artists, who sang various choruses Bridges go deep blue on orchestra; deep blue flood from dome ; spot from dome, dissolving at finish. Fion Van Mar, acrobatic dancer, formerly of the Follies, who likewise has appeared at this theatre previous to great success. Dillon Ober, eccentric xylophonist ; Oscar Levant, pianist, who was featured in “Rhapsody in Blue” by George Gershwin, and last, but not least, the champion Charleston and Black Bottom dancers, Georgie Raft, ably assisted by his dimunitive colored protegee. This little colored youth, by the way, copies each of Raft’s steps to perfection, the two dancing in perfect harmony. Others in B'ernie’s organization were also featured including “Toots” O’Brien, trumpet and concert master, and his pianist-arranger. with any exhibitor playing the feature. For the convenience of managers, these stations and the names of the officers in command have been listed in the plan book on the serial. Cullen Landis, who was starred in the serial, gave the first push to the drive by doing recruiting duty at a special booth in Times Square after having been sworn in as Master Sergeant. He stood his trick all one afternoon and as it had been advertised that he would be visited by many of his screen friends, he played to standing room that blocked the car tracks. The serial was made with the co-operation of the War Department in southern camps and in and around New York, and gives a vivid picture of military life. The authorities believe that the picture will be useful in interesting men in the Army and they are going to get back of the picture wherever it is played. In many instances it will be possible to arrange for a special recruiting drive in towns near the stations, preferably to launch the first showing, and the use of the Army A boards and other stands has been freely granted. From Mary Picking out a card that would look like a real greeting, W. S. Perutz, of the Lincoln Theatre, Lincoln, Neb., had the upper half printed up with a Christmas greeting from Mary Pickford. Below was a reminder that Sparrows was coming to the Lincoln. To get contrast the upper half was in shaded Old English and the lower portion in script, making each more conspicuous. Two thousand of these, sent to a select mailing list, shot business well above the cost of the cards. CULLEN LANDIS ON GUARD IN TIMES SQUARE, NEW YORK The star of the Pathe military serial has been sworn in as Master Sergeant in the Army, and did his tour of duty one afternoon in the most traveled section of Broadway, drawing huge crowds, opening the Army campaign.