Moving Picture World (Nov-Dec 1927)

MOVING PICTURE WORLD December 17, 192 School Week Is Knockout For Annual Stunt THE BURNING CANDLE IS REVIVED FOR THE MAGIC FLAME First used for Norma Talmadge, several years ago, the stunt is still good. You get a large church candle and give ticket prizes to those who most closely estimate its endurance. Brought to life by Charles H. Amos of the Florida, St. Petersburg. Tallmadge Uses Heralds On Government Postals Kenneth Tallmadge, of the Croswell theatre, Adrian, Mich., gets all of his program in compact form on a government postcard, which makes an ideal mailing piece. Apparently using the multigraph, which gives a cleaner impression than a mimeograph, he gets it all into small compass and gets his printing stock free. Just to show what can be done in a postcard, here is a sample for one week: “Adrian, Michigan. Dear Croswell Patron: “Just want to tell you that next week we have a wonderful line-up of feature pictures and some comedies, news reels and short subjects that surely will please you. Next Sunday and Monday, Nov. 20-21, is Lon Chaney’s latest production, “The Unknown,” with Joan Crawford. On Tuesday and Wednesday Richard Dix comes in “Manpower,” and a Harry Langdon comedy. For Thursday only is a real college story, “The Fair Co-Ed,” with Marion Davies, and it’s a “pippin.” For the last two days, Friday and Saturday, Lewis Stone and Anna Q. Nilsson will be on the silver screen in “Lonesome Ladies,” and our usual offering of superb Keith Vaudeville. May we wish you all a “Happy Thanksgiving?” Sincerely, Kenneth Tallmadge, Mgr. Croswell.” Handy As Ever The manager who does not make a special drive on students for Ben Hur is overlooking a valuable angle. In Alliance, 111., a special matinee at the Marrison theatre was announced by the Superintendent of Schools in every class room from the Seventh Grade to High School seniors. This followed the regular matinee one afternoon and students were admitted for twenty-five cents. The advantage lies in the verbal advertising, both before and after the event, so the announcement should be made early and the matinee given in the early part of the run. Circle’s School Week Is Splendid Business Maker Last year the Circle theatre, Indianapolis, inaugurated a scholastic week which proved so popular that the stunt was repeated this 3rear and the success of the second venture has placed the idea among the fixtures at this big house. The idea is to book in some college picture and then make a special drive on the schools through their teams. This year the picture selected was Barthelmess in The Drop Kick, and the week before the event the five schools selected; four of them city high schools and the other a prep school, were visited and short lengths made of the football team. A special night was assigned each of the schools, at which time the school team, coaches and faculty members of the athletic board were guests of the house. The front and interior were decorated in the school colors, the class songs were played and the special shot of that school’s team was screened. Cheer leaders led the student body in their noise making, and a general whoopup time was had. This year the school flags were made of weatherproof bunting, with a view to their annual use and 950 yards of decorative bunting in the school colors were acquired. The fullest development of the idea would be the saving of the films for shoving the followinf year, and a graceful courtesy would be a donation of a print to the school film library. It not only gets the school supporters, but it is good for special mention in the sporting pages, with reference to the sport angle of the feature shown. Where a motion camera is not available a slide may be made and in time these annual events will come to have real historical value. NATIONAL GUARD REGIMENT TO BALLYHOO THE DRESS PARADE IN BALTIMORE Branch Manager Lenehan obtained the cooperation of the Fifth Regiment of the Maryland National Guard when the picture opened at the Rivoli. As the uniform is patterned after that of West Point, the effect was doubly good. The following day 1,200 men from the posts around Baltimore were brought to the performance in army trucks, which gave another boost.