The Moving picture world (November 1921)

570 MOVING PICTURE WORLD December 3, 1921 Selling the Picture to thedPublic Real Walking Doll Expert Saleswoman ' A novelty card is credited with having materially aided in advertising "Over the Hill" at the Tremont Temple, Boston. It was a cutout about three by six inches, as shown in Hyman 's Novelties at the Mark Strand Once more Edward L. Hyman has had to cut his music program at the Mark Strand, Brooklyn, because of the length of his feature program, Fairbanks in "The Three Musketeers" being the feature for the week of November 28. This will be made up, in part, by the attention given the musical score during the performance and by the use of an unusually elaborate prologue production; one of the most pretentious the Brooklyn house has yet staged. The overture will be "Pique Dame," Suppe, writen in much the style of the period and harmonizing with the play presentation. This will be played straight, with red and blue lights mixed to give a purple effect. Following comes the Topical Review, and the prologue. Before the curtains a player in period dress will step to recite the "Men Were Men," which formed the prologue to the original production. As he concludes, the lights fade down to a vanishing effect. The curtains part to disclose a black cyclorama with the coat of arms of France displayed, and with candlabra. The Queen is seated, attended by a woman-in-waiting. On the right are the three Musketeers. She sings "Queen of the Night" from Mozart's "The Magic Flute." DAatagnan enters, with a song specially written for him, and presents the jewels to the Queen. He and the ladyin-waiting, presumably Constance, embrace while the Mus<eteers sing "One for all," forming a tableau with their drawn swords as the curtain closes. Following the picture, a basso sings "The World is Waiting for the Sunrise," and the organ postlude will be a selection from "The Yeoman of the Guard." THE FOX NOVELTY the cut, and on the back was printed "Run the little girl along your arm from the hand 'Over the Hill' to your shoulder." When this was done, the child seemed really to walk, for she had four feet instead of two, cut out from a circular disc pivoted to the skirt, and when pushed along the revolutions of the card gave the effect of a walking doll. Because it was a novelty, people fought for them, and the lucky possessors showed them to all their friends, with the resultant widespread publicity. According to the management of the Tremont Temple, the stunt brought better returns than any other single piece of publicity ever used by them. You can certainly learn two dollars' worth from P. T. A. Exploited "Old Nest" at a Moderate Cost T. W. Young, Jr., of the Frances Theatre, Dyersburg, Tenn., figured that his regular advertising would bring in the people on his usual mailing list, so he got up a list of 400 names for "The Old Nest," selecting people who did not usually come to the theatre. To his surprise a number of persons wrote in thanking him for having called the play to their attention. Here is an idea for other managers. If you have a big self-seller, work on the unusual prospects and make new business. Furnishing the old nest was a good hook-up for a furniture store which was featuring a clean-up sale. They wanted all the publicity they could get, so they let Young go the limit. The opening day he brought in the inmates of the County Poor House for the opening matinee and got a big write up, which helped the second day business, and he built up his lobby with an old homestead and an outdoor effect. He could not get natural blooms and there was no time to make artificial flowers, but he shingled the box office roof and sheathed it in with building paper, then laid out a tiny front yard with autumn oak leaf branches in place of the blossoms and got a fine color effect. ■ THIS IS A NEW ANGLE ON THE "CARNIVAL" EXPLOITATION The box filled with dolls, apparently viewing the fun, gives a neiv kink to the general exploitation for the United Artists' production. It was devised by Paul Evers for the Majestic Theatre, Memphis, and it pulled the business Finds a Novzl Angle for "Carnival" Front Paul Evers, of the Majestic Theatre, Memphis, used the streamer and balloon front for "Carnival" but he gave his display a novel touch when he added a group of dolls sitting in a private box, apparently enjoying the brilliant carnival spectacle. Crepe paper and japanese lanterns were used to supplement the serpentines and balloons and the banner carried an augmented title in "Carnival in Venice" to emphasize the locale. It will be noted that the doll display is set between the opened doors to protect the tiny sightseers from the street traffic. Where doors are not available, it would be well to raise the enclosure so that it is clearly visible above the heads of the passers by, that all may see and avoid the sidewalk obstruction. For that matter, where the house is built so that proper weather protection can be afforded, it would be a good stunt to build the box above the arch. Where the lobby is an open one cutouts might be worked to advantage.