The Moving picture world (May 1925-June 1925)

292 MOVING PICTURE WORLD May 16, 1925 A First National Release CUTOUTS MADE FOR A PRETTY LOBBY ON CLASSMATES Comparatively little work gave Charles H. Amos a striking display at the Caring Theatre, Greenville, S. C, yet he could have done no better with the most elaborate hand painting. The cutout 24-sheet head gives the dominant note. Took a Pull Page in New York Paper This full page from a New York Sunday newspaper on The Wizard of Oz, at the Cameo Theatre, made a sensation with those who saw it, for full pages in New York papers are seldom used. r^ss-COLONY^ °v STARTS TODAY/ [K¥I 1 J. smile 4 • second earned^ wth tfie speed of a cyclone \ $W *L #k 0f s & $ Phoned by Proxy Answering phone calls about a coming play is not new, even when a window is used for the telephone booth, but down in Oklahoma City a new thrill was put into the old stunt. The operator was none other than last year's Miss Oklahoma City from the Atlantic City contest, and while she did not wear her bathing suit she was still personable and soothing to the eyes. A card told you to call a certain number, and lots of men hustled to the nearest pay station so as to lose no time. They could not know that the respondent was a girl chosen for her voice rather than her looks, but it was the fact. Too much trouble to hook up the phone in the window, so Miss O. C. just went through the motions while another girl did the talking down at the Liberty Theatre and praised The Price of Pleasure. Traveling Radio Was Qood Worker Another radio idea was developed when The Mad Whirl was doubled at the Kings and Rivoli Theatres, St. Louis. Al McGinnes, publicity man for William Goldman's houses, and Maurice Davis, Universalist, built up the idea, which was a giant reviving set fitting a small truck. Inside it was equipped with a phonograph and phone loud speakers. Antenna rigged to the top of the outfit and the bannering announced that it was a part of WIL, the St. Louis Star, the newspaper having given permission to use the name in return for the advertising it got. . The announcer would make announcement of some selection, which was supplied by phonograph, though announced as received from some regular source. After the selection would come the announcement: "This is station WIL, the St. Louis Star broadcasting. Reviewing The Mad Whirl, now at the Kings and Rivoli, the Washington, (D. C.) Post declared ." Half a dozen snappy criticisms and another selection would be put on while the "station" traveled to the next pitch. It would seem that in a smaller town this could be worked into a regular nightly feature, with a little merchant advertising thrown in to absorb the major portion of the expense. %>T would make a scarecrow smile/ J A Chadwick Release A NEW YORK FULL PAGE But this is from a paper the average New Yorker never sees. The Bulletin is a twocent evening paper with a rather limited circulation, but it issues a Sunday edition that shares with the Telegram, the Sunday afternoon sale, and it helped business at the Cameo since it largely circulates in the theatrical district. It is a well drawn layout, and should prove interesting from this angle, for The Wizard is a play that will yield a return on circus methods. An Easter Qreeting E. A. Givan, of the Imperial Theatre, Sussex, N. B., sends in an Easter advertisement in which most of the space is given to an emblematical frame and an Easter Greeting. It is a nice handling of white space and very attractive. He also sends in a "warning" card on Harold Lloyd, in which patrons are warned that they burst the seams of their garments or rip off buttons at their own risk while viewing Safety Last, which is described as having "as many roars as the Atlantic Ocean, but louder." That's a nice line to remember. J! III 1 A Metro-Goldwyn Release THE EVER USEFUL TOY TRAIN RUNS BUSINESS TO EXCUSE ME An unusually good display in the lobby of Loew's Vendome Theatre, Nashville, on the Rupert Hughes play. The layout was unusually good, with a station, switches, signals and about everything the toy shops afforded. Note the time table border.