The Moving picture world (November 1921)

964 MOVING PICTURE WORLD December 24, 1921 Selling the Picture to the^Public HATS WERE "THE WONDERFUL THING" IN THIS WINDOW The Circle Theatre, Indianapolis, played hard on the title of the latest Norma Talmadge picture for window hook-ups, and this millinery display ivas but one of a number of windows brought in by the selling title of this First National Whistled for Business for Fox's "Over the Hill" Because the Chamber of Commerce of La Salle, 111., had planned a gold-star mothers' celebration, E. Newman, of the Majestic Theatre, had a hunch that it would pay him to hook in "Over the Hill" about that time, and he played his hunch — also the picture. The Fox exploitation man came along, and together they sold the owners of three factories on a whistle blowing stunt. The fact that the factories were on a slight rise of land on the outskirts of the town and because anything with a rise of ten feet to the mile is a "hill" in Illinois, they advertised that "Everyone will hear the whistles blow 'Over the Hill' on Gold-Star Mothers' Day in La Salle." The advertising was kept up without explanation for a week and at noon and at six o'oclock in the evening the day of the celebration,, the factories let go with their whistles for ten minutes. They could be heard all over town and everyone knew that this was what the mystery meant, and were reminded to go and see the picture. Made Striking Scene for "Lord Fauntleroy" One of the most pretentious displays for Mary Pickford in "Little Lord Fauntleroy" comes from Ascher's Merrill Theatre, Milwaukee, where a framed scene was placed above the entrance doors. It covers the width of three doors and proved especially attractive to the children, to whom this United Artists' production most strongly appeals. The photograph can only suggest the display, for the scene seems flat and without perspective, due to the fact that perspective was gained through the use of cutouts, the entire front line standing well in advance of the sky backing, upon which electric lights, screened by the ground row, played with changing color effects. 5"he electric fountain, which can be seen in the middle foreground, was hooked up and added not a little to the effect, but the general picture was .what caught the eye and it sold more tickets than a carload of 24-sheets could have done It is rather a costly effect, but the manage ment felt that with such an attraction they could go the limit in exploitation, and results proved the wisdom of their judgment, for they had a mob for a standout. Staged Daniels Pinch for "The Speed Girl" John B. Carroll, of the Imperial Theatre, Charlotte, N. C, used a tableau representing the crucial moment in the play for "The Speed Girl" when it played his house. He borrowed a car from a local dealer and two wax figures from a ' department store. One of the dummies was dressed as Miss Daniels in the Realart and placed at the wheel. The other was dressed as a policeman and posed in the act of giving her a summons. It got over the idea of the title and brought more than the usual business. A toy automobile with a doll driver was also used in the front of the lobby, carrying out the same idea. "The Wonderful Thing" Is a Window Grabber Norma Talmadge's latest picture, "The Wonderful Thing" is good for all sorts of window hook-ups, for anything from shoes to suspenders can be the wonderful thing to talk about, and no one can deny the attention-getting value of Miss Talmadge's portrait. The Circle Theatre, Indianapolis, has a lot of stores trained to appreciate window hookups, as the result of intensive work on the part of Donn McElwaine, who learned how to grab windows when he was "Up in Mary's Attic." All they require is a good excuse, and this First National title was all the excuse a reasonable shop-keeper could ask, so the shopping district was flooded with hooked windows, each announcing its wares as the wonderful thing, along with the show at the Circle. The hook-up shown was with a milliner and the display was in black and gold, with the portrait in bright colors. The circles at either side give the connection with the theatre. Putting Over "Disraeli" For the engagement of "Disraeli" in Anniston, Ala., Manager K. S. Smart capitalized the editorial appearing in a Birmingham paper mildly roasting the citizens of that town for not seeing the play. He also posted every room in the high schools, made a special prize to the students of privilege tickets, and each teacher was given passes for those students who were financially unable to pay the reduced admission, on the proposition that this was a play all students should see. But few of these passes were given out and they had a wonderful effect in persuading the teachers to sell the idea to the others. Mr. Smart also made a clean-up on the schools with "Rip Van Winkle," posting all the grade schools as well as going over to Oxford, where the children were brought in to the show in the school truck. No man can make lasting friendship based upon bad treatment. Play fair with your patrons. AN UPSTAIRS DISPLAY FOR MARY PICKFORD IN "FAUNTLEROY" This was placed above the entrances to Ascher's Merrill Theatre, Milwaukee, and was strictly a best seller. The picture does not give full value to the perspective of the cutouts. The electric fountain in the center is real