Moving Picture World (Jan-Feb 1927)

February 12, 1927 MOVING PICTURE WORLD 509 Edgar’s Devil Was Hot Enough To Melt The Snow Gave All Flappers Boy Friend Tickets Down in Birmingham, Ala., Loew’s Temple Theatre permitted the Post to print a coupon good for the admission of any flapper to any matinee of The Boy Friend if presented before five o’clock. The cut shows the style of publicity obtained. Girls. You’iy /mill'd 7 This Coupon Will Admit Flappm Fro. To Loews Boy Friend" Flapper Contest presented by The Birnvnyham Post FLAPPER COUPON SOME OF THE NOTICES The cut shows only three of the stories, but 'there was a story each day the following week to let the newspaper collect its own publicity, and of course that helped along the ticket sales as well, since the boy friends had to dig and not all the girls could go in the afternoon. It pleased the paper and leaves them lined up for favors, and it does not take as many free admissions as you might suppose. Worked Live Stunts On Strogoff in Denver Run With Michael Strogoff at the Aladdin Theatre, Denver, Charles E. Lounsbury, Universal exploiteer, did a lot of good things to keep the picture before the public. One of his best bets was to appoint the rou followers olGrantland Rice, free ,Press sport plljjjl 1 1111 ' in tjif movie^Sec 'GRANTLAND RIC! “SPORTLIGHT” ‘WITH THE WIND” jwine how sailing makes great ,rt— W kites to ice-boats! H0R0UGH pivoting made LVIPOSSIBL , Afriut Proper SUM-, of Ian Operate* ng Swrnfl — Al»o ‘^re’ which i. >• a-*! rhiT^ rin k Tn’/.ING *D7A’;T«0S CF THE OR* NT LAND RICE SYNDI GATED ARTICLES, THE KUNSKY THEATRES IK DETROIT ADVERTISE SHOWINGS OF THE GR*NTLAND RICE SPORTLIGHT REELS DISTRIBUTED BY^A^S) ON SPORTING PACE IN TIE-UP WITH LOCAL NEWSPAPER MADISON theater this week TWO ANGLES TO PATHE PUBLICITY THAT SELLS SEATS On the right is a school hook-up from Boston while on the left is a special ad from Detroit for the Madison Theatre, hooking to the syndicate articles by Grantland Rice in the same paper. Extra advertising that pays. boys of the Postal Telegraph couriers of the Czar, and the company permitted the boys to wear cards on their cap fronts announcing the fact. The “permission” was more or less imperative, but the boys were told that if they kept the cards clean for a week they could see the show free. In addition each message sent out during the week carried a stuffer contrasting the rapidity of Postal with the laborious course of Strogoff across the Siberian steppes. This was also worked into the window display of each Postal office. Postal is almost as handy as the recruiting services and is always willing to listen to a good sales argument. The Navy recruiters donated their A boards to a special block poster suggesting seeing Strogoff at the Aladdin and the rest of the world through a Navy enlistment, and a final kick was a tie-up with a Russian cigarette which gave several windows. Edgar Harfs Devil Was A Red Hot Snow Melter When he played The Flesh and the Devil, in Portsmouth, N. H., in January, Edgar Hart, of the Colonial Theatre, writes it was so cold one could skate on his own breath. He put out a man in Mephisto dress to advertise the stunt, and to get a laugh he provided his devil with a pair of snowshoes. After the man had been out for a while the snow turned to rain and he came back to swap the snowshoes for an umbrella and rubbers, and the populace decided that it must be a pretty hot show that would melt the snow of a New Hampshire winter, so they all turned out. Often a little joke is better than the best of the big stunts and Edgar certainly collected on this one. A COLORFUL PROLOGUE ON TIN HATS STAGED BY THE GARRICK THEATRE, DULUTH, MINN. Opening with a trio in a trench setting, the three men arrive at the beer garden, where the frauleins (proceed to make them glad that the war is over. The idea is so simple that even the small houses can adopt it, and yet it can be made as elaborate as the facilities permit. It helped to build a heavy business in the city on the lake.