Moving Picture World (Nov-Dec 1927)

MOVING PICTURE WORLD December 24, 1927 Sold Both Big War Pictures to Good Returns Sold Two War Featui 'es With Heavy Exploitation Encored Rob Because practically the entire student body of the High School, Augusta, Ga., petitioned Frank J. Miller to bring back Robin Hoed, he booked it into the Modjeska. He not only sold the schools, but he thriftily sold two Saturday morning performances to a dealer handling' the Robin Hood shoes. The store gave out the tickets and ran off a double show, with child entertainers. Most managers figure on getting in some money with What Price Glory or The Big Parade, but H. J. Graybill, of the Capitol theatre, Bellaire, Ohio, had them both and made the average circus look like a funeral with his heavy exploitation. He had Glory first and tied up the Legion with a percentage offer. The Legion had just launched a fife and drum corps and the boys were rarin" to show off their new uniforms, so Mr. Graybill arranged with the Cleveland exchange to have the films delivered by a special messenger arriving on an evening train, and planned a reception. The Legion, led by its field music, paraded the business streets with signs explaining that they were on their wTay to receive the films. While waiting for the train to come in they gave a concert that brought about 3,000 down to the depot. Then the train came in and the films and messenger were loaded into a police car for the parade back to the theatre, where the cans were ceremoniously turned over to Mr. Graybill, while the band played some more. For a lobby show he used a scene in France: a ruined chateau with the shells bursting in air. The same backing was painted with another scene for The Big Parade, and with red flashers back of the shell bursts. The crowds came to a dead stop in front of the device. The Legion assisted in the Parade exploitation, though without the reception, since that would have been stale, and both -pictures brought enormous business in a section where the coal strike has smashed business badly. THEY USED PRETTY MUCH EVERYTHING DOWN IN NASHVILLE This is the front of the Knickerbocker theatre, all dressed up for Ken Maynard in “The Land Beyond the Law.” They seem to have used everything but the 24-sheet, but they ran out of space before they came to that. A Fox Accessory Something new in 14x17 cards has been prepared by Fox for Ted Me Xamara and Sammy Cohen in the shape of brilliantly colored cards which are not tied to any picture, but simply advertise the comedians in semi-cartoon style. They make a tremendous flash: more pronounced than the usual card of this style, and yet are held at the same price. It is one of the best exploration investments offered. AN EXCEPTIONAL SHADOW BOX ON THE BIG PARADE H. J. G raybill used this in his Capitol theatre, Bellaire, Ohio. The three shellbursts are translucent and are backed by red flashers. From 10 to 46 persons were anchored in front of the display all the time — at least 46 was the highest counted. Costume Party To help Tom Mix in The Circus Ace at the Rialto theatre, Chattanooga, W. F. Brock staged a special showing to which all children in circus costume were admitted free. He got a few circus riders and several hundred clowns to supplement his own clown perambulator. Spread the Stills Instead of using a still frame on Underworld, Emil Bernstecker, of the Lyric theatre, Jackson, Tenn., used a title board. On a sheet of compo board, 10 inches by 3 feet, he lettered about twenty short titles such as "Bull Weed,” “Bull’s Girl” and "The Betrayal.” Ribbons ran from this board to the appropriate stills at various points on rhe lobby wall. It made a good flash and most persons stopped until they had traced all twenty stills. By that time they were pretty well sold. He also made a composite board for Bancroft, clipping old lithographs to show his other characters.