The Moving picture world (November 1921)

December 3. 1921 MOVING PICTURE WORLD 573 Selling the Picture to the&Public "Dangerous Curves" for Toy Railroad Remembering the tremendous cleanup the toy trains made for "The Love Special" through the Southern Enterprises territory, B. B. Garner, manager of the Casino Theatre, Lakeland, Fla., used the same idea for "Dangerous Curve Ahead," making it one grand curve on a circular track, with signs taken from the press book posted along the right of way. Two one-sheet cutouts and a combination card telling that you could avoid the dangerous curve ahead by buying at the Famous Department Store were additional hook-ups, and Mr. Garner found that it worked just as well for this Goldwyn as it did for the Paramount picture. You can coax people to watch a toy train go round who will not look at the usual displays. There is enough of the kid left in ah of us to make the sight interesting. Mr. Garner also used hook-ups with three other stores, but this window was the winner. AND DON'T FORGET THAT RIGHT NOW IS THE TIME TO HuOK IN WITH TOY STORES TO THE BEST ADVANTAGE. ONCE MORE THE TOY RAILROAD CARRIES A CARGO OF COIN B. B. Gamer, of the Casino Theatre, Lakeland, Fla., remembered how the toy train stunt worked for "The Love Special" and he figured that it could round Goldwyn's dangerous curves, so he set it up in a shoe-store window, and found it still good Bookmarkers Stressed the Big Author Angle Phil Gersdorf, of the Arcade Theatre, Jacksonville, made an unusually intelligent campaign on "The Golden Snare." He had a thousand cheap bookmarkers printed up for the attraction, selling Curwood rather than the play, and these were placed in all fiction works sold in the local book stores the week before the showing. Markers were also placed in practically every copy of the Red Book and Cosmopolitan sold in the city, both magazines carrying stories by Curwood in their current issues. The remainder of the markers were put into fiction works taken from the public library. The leading bookstore made a hook-up window with stills, and also displayed stills at the fiction counters. A tie-up for "Kazan," which is to play later dates was also made on the markers, selling the two plays on the single campaign at one cost. Gersdorf also used still frames similar to those designed by Lem Stewart for the Howard Theatre, Atlanta, and which promise to become the standard frames all through Southern Enterprises' territory. He comments that the frames were "something new and out of the ordinary, and attracted a great deal of attention" as anything out of the ordinary will. They were shown in a cut in this department as part of the display at Columbus, Ga., which used one of the original frames. Ran a Carr Contest Finkelstein and Ruben, of Minneapolis, St. Paul and Duluth, broke open the latter city for "Over the Hill" with a new contest. One of the daily papers printed the series of pictures for which were offered for the most complete identifications. This and an appeal to remember mother with gifts, by means of cards planted in every available window, put over the Fox release to extraordinary business. Tied Up to Stores Phil Gersdorf, of the Arcade Theatre, Jacksonville, supplied nearby stores with cards lettered by his own sign writer with legends offering candy and soda "after the show" for that Paramount attraction. These were attractively decorated with stills and were beneficial to the store and house alike. Jailed Bebe Daniels to Sell His Tickets Bebe Daniels has been in jail again. O. C. Lam built a little jail in the lobby of the Elite Theatre, Rome, Ga., when he played her in "The Speed Girl" and put a three sheet cutout of the star behind the bars. Then he dressed the lobby with signs reading : "Drop everything but the baby and come to see Bebe Daniels in 'The Speed Girl.' " "Go slow and see our town. Go fast and see our jail, or, better still, stop and see Bebe Daniels in 'The Speed Girl.' " It brought a lot of business on an investment of only $8, because it made a snappy lobby that had everyone talking. PROBABLY YOU HAVE SEEN THIS BEFORE BUT DON'T REMEMBER It was illustrated here. Then O. T. Taylor used it for "Heliotrope" at the Weir Theatre, Aberdeen, Wash., and again for "The High Sign." It just goes to show that, with a few basic pieces, you can have an infinity of displays