The Moving picture world (August 1921)

604 MOVING PICTURE WORLD August 6, 1921 Selling the Picture to the^Public His Honor Contributed to Doolittle's Stunt Max Doolittle did so well with his cam- paign on "Too Much Speed" in Des Moines that the local paper gave him a special cartoon in which he is shown doing a number of the things that helped put the stunt over for A. G. Stolte, of the Des Moines theatre, where the picture played. They didn't put it in the paper, but hung it in the editorial rooms where the staff could enjoy the humor, and it shows that Doolittle took hold like a mustard plaster. DOOLITTLE'S PRIVATE CARTOON The Des Moines Paramounteer surely played in luck, for the Mayor, whose proclamation put the campaign into force, was bumped into by another machine and badly busted, and they do say that Max got on the scene with a cam- eraman with suspicious promptness, and "Too Much Speed," the Mayor and his car did a joint starring tour of all the headlines. Great Case of Scotch Made Strong Men Weep One of the most compelling stunts for "Sen- timental Tommy" was put over for the Colum- bia Theatre, Portland, Oregon, by A. C. Raleigh, with the connivance of Amike Vogel, the Paramounteer in that district. A huge case of Scotch was mounted on a truck and escorted by a pipe band and the local organization of Old Soaks, the latter convened in a Lodge of Sorrow. The kilties were hired by the theatre, but the lodge just organized informally and joined the procession. The lettering read: A high grade case of SCOTCH Love, Humor and Pathos and the box carried a trade mark suggestive of the ones we used to see and now see no more. It's a rather violent way of arousing inter- est in this delicate production, but something had to be done to counteract the warm weather, and it brought the crowd in. Perhaps the patrons thought that souvenirs would be given cat. A Ticker Tape Told About ' The Saphead" F. J. Miller, of the Southern Enterprises houses in Augusta, Ga., used a clever stunt for "The Saphead" when it played the Rialto Thea- tre. He obtained a regulation stock ticker and had the tape printed up with captions from the play and other advertisements for the pro- duction. This was set on a tab'e in the lobby and operated on a two cell battery from the box office, the machine being fixed to feed out the prepared tape when a button was pressed by the cashier. A toy bull and bear, one on either side of the machine, gave emphasis to the stock exchange coloring of the story, which is the old "Henrietta." The expense is reported to have been only $2. yet it brought in a large increase in business, for the passers-by would read the tape and get sold on the story. We don't know just how the deal was swung, but the Western Union controls the tickers and could probably explain the stunt. In a large city you ask to be put in touch with the Com- mercial News Department, which has charge of the stock quotations. Made It a Tradz Mark for a Brand of Bread When the Blue Mouse Theatre, Minneapolis, booked in "Mother o' Mine," it looked around for exploitation ideas, and one stunt was land- ing the play title on a bakery for a new brand of bread. In was pointed out that the baking company could capitalize the advertising done for the attraction, and as a result a dual campaign was started in which each helped the other, and the Associated Producers offering and "Mother o' Mine Buttcrcrust Bread" took off to an even start. Local Picture Used to Sell "Reputation" One of the best engagements at the Arcade Theatre, Jacksonville, since the hot weather set in was brought about through the use of a locally produced picture for Priscilla Dean in "Reputation." One of the department stores paid $100 for the making of the film, which showed women entering and leaving their store, care being taken that the sign of the store was prominently displayed, for this was the only direct adver- tising carried. The production was alibied by the statement in a news story that the store had taken sides in an argument as to whether the women of Jax reserved the reputation of being well dressed and had caused the picture to be made to decide the question. Arcade Came In Then came the story that the Arcade had arranged to show the picture along with "Repu- tation" that all might see and decide for them- selves. The picture was carefully edited and titled and the closest they came to adver- tising was the opening leader which read: "Speaking of Reputation, one of Jacksonville's leading department stores offers pictorial proof that the women of Jacksonville deservedly hold the reputation of being well dressed." That was all, but it was enough to put the store over, and the store put the picture over by giving windows to the posters, and having one sheets in the entrance doors. Three thou- sand "scandal" sheets were used, the store wrap- ping 2,000 in parcels sent out while the re- mainder were put into the afternoon papers on carrier routes, and a hundred of the merchant tie-up cards were placed. Following a three day local celebration, when a slump was to be expected, business proved to be the top mark of the summer season. And all it cost Phil Gersdorf was $50. GOSH! DOESN'T THIS BRING TEARS TO YOUR EYES? Amike Vogel, Seattle Paramounteer, and A. C. Raleigh, of the Columbia Theatre, Port- land, collaborated in this stunt, and even the license tag was jagged. Look at it! The truck had a kiltie escort as well as the Old Soaks' Lodge