The Moving picture world (December 1920)

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906 MOVT NG PICTURE WORLD December 18, 1920 Exploitation Prepared in Haste Puts Over Opening of Canton, Ohio, Theatre C>« ANTON witnessed the opening of a new theatre recently when the Melba, a 632-seat house, opened its doors for the first time. Taking its rank as a neighborhood house in the Ohio community, the Melba began under the most favorable circumstances with second run pictures, playing to capacity on "Humoresque," its initial offering. Despite its location close to the B. and O. station, the Melba is essentially a neighborhood house, due to the scanty train service which precludes an abundance of transient patronage. Frank Lupson, owner and manager, is a man of considerable business experience, but with no experience in the motion picture field. F. E. Walters, exploitation representative at the Cleveland exchange of Famous Players-Lasky Corporation, was called in to put over the opening show and had to work against time, planning and executing all the exploitation Accessories Used On the day before the actual opening and the date for a special screening for Mayor Witter, of Canton, and a few invited guests, the scaffolding was still up. Preparations for a lobby display had been neglected in the rush of work. It required conferences with the foremen, the workmen themselves and a diplomacy that would have done credit to a Hague Peace Conference. An intensive exploitation campaign was staged. The following accessories were used: 350 one-sheets, 500 special typed one-sheets, fifty three-sheets, twenty-five six-sheets, fifteen twenty-four sheets, 300 window cards and 5,000 novelty heralds. How Advertised About 250 inches of advertising was placed in the Canton News and the Repository. The copy opened five days prior to the opening of the theatre. The first advertisement concentrated on the new theatre with only a line on "Humoresque." On the second day the picture was played up more strongly. On the third day the ad vertisement consisted of an open invitation to Mayor Witter to see the film. On the day before the theatre's opening, the papers carried advertising announcing the general policy of the theatre, together with its opening attraction and the mayor's reply accepting the invitation. Many Tie-Ups The opening night was a mayor's night. The frames for lobby displays were still lacking, so an impromptu arrangement of cut outs and stills was prepared. Despite the lack of formal ornamentation the display proved a magnet for curious passersby. Window tie-ups were arranged with loci merchants in the vicinity, while a tie-up with the army recruiting service resulted in fifty huge posters in store windows and on telegraph poles. A mailing list of 3,000 was prepared and announcements of the opening, signed by the manager as a personal message, were sent out to the residents. Despite a football game and a circus, the opening day crowded the house so that twice waiting lines had to be established. The Sunday following the opening the picture again played to capacity and drew big receipts for a house of its size throughout the balance of the week. "Two Moons" Is Assured of Popularity, Says Fox That the rapidly growing popularity of Buck Jones, the cowboy Fox star, will take another upward leap when "Two Moons," his latest western thriller, is released, is an assurance received from Fox Firm Corporation. The production will be released on December 19. The picture is said to give Jones his greatest opportunity thus far to combine his skill as a daredevil cowboy with his genuine histrionic talent. It tells, it is said, a vigorous story of a romance that grew out of one of those historic feuds between the cattle barons and the sheep herders for control of the grazing lands of Wyoming. The film was adapted from Robert Welles Ritchie's novel, "Trails to Two Moons." Edward J. Le Saint was director. Carol Holloway plays the leading feminine role. Indiana Ministers Alert to Prevent Repeal of Law Against Sunday Movies T HE Sunday closing question, as applied to moving picture theatres, apparently is going to be revived in Indiana during the early part of 1921. The Indiana state legislature will convene in Indianapolis in January and the ministers of the state are beginning to lay their plans for combating any attempts that may be made by Hoosier exhibitors to get a law passed that would legalize Sunday shows. Spirited Controversy Though Sunday shows are given without interference in a number of Indiana cities, including Indianapolis, the question has been the subject of long and spirited controversies in some Hoosier communities. As a forerunner to the campaign of the Indiana ministers, the Methodist Ministers' Association, of Indianapolis, went on record at its recent meeting at Roberts Park church as being opposed to the operation of Sunday shows. The association also favored a plan of the Indianapolis Church Federation to set aside a day for sermons on the question of closing Sunday theatres and moving picture shows. Dr. Charles H. Winders, secretary of the Church Federation, presented the matter to the Methodist ministers for an expression of sentiment, preliminary to presenting it to the union meeting of all the ministers of the city, which will be held at earlv date. FOUR ATTRACTIVE POSTERS THAT HAVE BEEN MADE FOR -MADONNAS AND MEN" This is a B. A. Rolfe picture being released by Jans with an all-star cast