Moving Picture World (Nov-Dec 1927)

November 5, 1927 MOVING PICTURE WORLD 33 1 Went After Carnival Patrons for The Big Parade ORIENTAL DRAPES MAKE RICH DISPLAY FOR LOBBY This nice smash was planned by the United Artists Theatre, Seattle, for Two Arabian Knights. The canopy is continued from the box office under the rotunda and gives a mass of vivid colors in red, yellow and green. Valued a Diamond Ring to Get Theatre Passes Here’s a stunt for a jeweler hook-up that will make for real interest and at the same time give the store a splendid break. It was used by Ross Wiegand for We’re All Gamblers at the Rialto theatre, Denver. It will fit other titles even better. A diamond ring was made the display for the picture, with a card offering tickets to those who could most accurately appraise the value of the jewel. To help the estimators a number of other rings, all priced, were displayed, and the average man learned more about diamond prices from this window than he would generally gain in years. Diamonds vary so greatly in value through color and condition that it is possible to display a dozen stones of practically the same weight jj with a different price tag on each. This, of course, makes it more interesting to figure the value of the Unpriced stone. The hook to We’re All Gamblers is a bit strained, but the idea got over. More appropriate was a large display of worthless mining shares displayed in the lobby. Mr. Wiegand got an extensive display of wildcat issues and more than one ex-investor dropped a tear on his way to the box office. A Memory Test Camille was put over with a memory test for the Hippodrome theatre, Youngstown, Ohio. A newspaper printed seven stills of Miss Talmadge in as many roles, with her various leading men. Seven cast prizes and 25 tickets were given those who named the plays and the leading man in each. To help in awarding the prizes in the event of a tie, each contestant had to tell in fewer than 15 words why Norma was liked. The prizes really were awarded according to the merit of the sentences. The souvenir booklets on Camille were given all ladies who t attended the Monday matinee. Questions and Stars Working a co-op page for A. B. Kraft, of the New Royal theatre, Findlay, Ohio, Andy Sharrick, of Universal added another. In addi tion to a star picture in each space, which had to be correctly identified to win a prize, there was a question as to some product of that particular advertiser, which also required correct reply. The excellence of these answers plus a letter as to why one of the stars was favored determined the prize awards. As the picture was The Cat and the Canary, the lobby was done in orange and black, with orange lamps, and a winking cat crouched over the entrance. Half a Dozen James H. McKoy got six stores to come into his fashion show at the Rex Theatre, Spartanburg, S. C., making the biggest show the town had ever seen. He worked it for The Joy Girl. Contrast Playing Underworld and Tell It To Sweeney in succession helped Roy Slentz sell both to the patrons of the Rialto theatre, Colorado Springs. He offered prizes for the best 200 word essays on “In which role do you like George Bancroft best?” He also used slides during Underworld to urge the audience to come back and see Bancroft in comedy. Exclusive When the new stadium in Asheville, N. C., was dedicated, T. R. Earl was permitted to make the only advertising appeal at the opening game, and a lone banner for The Loves of Carmen almost overshadowed the scoreboard. It carried the message to most of the town. PUTTING THE BIG PARADE WHERE IT REACHED THE LARGEST CROWD IN OKLAHOMA A carnival company sold off its front like the elephant blankets in the circus and Adna M. Avery, of the Palace, McAlester, took a triple space to splash his coining attraction where most of the surrounding country would be certain to see it. The other section shows the front of the Palace dressed up for the showing with the title in cutout letters.