The Moving picture world (November 1921)

December 24, 1921 MOVING PICTURE WORLD Wm' 965 Selling the Picture to the^Public 'Woman's Place" Title Won Window Hook-ups Constance Talmadge's new play, "Woman's Place," lends itself well to window hook-ups, and the T. & D. Theatre, San Jose, Cal., went to the idea for two good windows. One was in a shoe store and contended that woman's place was to wear the advertised shoes. The other was a drug store, which said that it was woman's place to have a complete line of itoilet essentials.. The idea might have been carried out to suggest that woman's place was inside certain dresses, or corsets, before a gas stove or vacuum cleaner. The idea is capable of indefinite expansion. In the drug store window shown, enlargements were locally made and colored with transparent oil colors, four of these being used in addition to a large cutout and a number of stills. Young Perambulators Sold Doris May Play To put over "The Foolish Age" at the Palace Theatre, Washington, the RobertsonCole exploitation man sent out several boys with front and back signs to perambulate the streets. The front signs called attention to those on their backs. One young husky wore the announcement that he was not "Bull" Montana, and as "Bull" 'used to live in Washington, he came in for "unusual attention. He got even more when he was arrested for trying to enter the hotel housing most of the delegates to the Disarmament Conference, and taken to court for parading without a license. It was found that there was no law on the statute books prohibiting an individual from carrying signs, so they had to let him go, but the police are framing such a statute for the approval of the District Commission in the hope of preventing similar occurrences, in which event the R-C man is going to be popular with other exploitation men. Use was also made of the unemployment idea, a delegation walking the streets with the signs shown in one of the photographs and with humorous legends on their backs. '•WOMAN'S PLACE" IS AT THE DRESSING TABLE At least that zvas the construction the Owl Drug Store, San Jose, Cal., put on the First National title when Connie Talmadge played at the T. & D. Theatre. Another shop contended that it ivas "IV Oman's Place" to wear their shoes Steady Drive Sold "Quo Vadis" Largely Wid Gunning, Inc., sent William M. Meyers to Grand Rapids to help put over "Quo Vadis" for Power's Theatre, and he spend all of eleven dollars and eighty cents, not including his hotel bills. He put out a man in a toga with a sign warning people that if they stayed away they would everlastingly regret it, and he put much the same message on toy balloons and heaved them over the edge of the hotel cornice. He staged a special showing for the higher ups and a school matinee for the kiddies. He tied up a drug store to a display of roman candles (according to the veracious press agent), and made Nero's virtuosity the excuse for a violin tie-up with a music store, and of course the book store sold the published version. He had them phoning in for reserved seats three days before the opening, and that is pretty good for Grand Rapids, where exploitation has been highly developed. Don't forget those Midnight Matinees New Year's Eve! It will be a winner and help all the year! THESE LOOK LIKE OTHER STORE WINDOWS, BUT ONE OF THEM IS IN NEW YORK The other is in the leading dry goods store in Brooklyn, and both represent the hard-to-get. It was easy for Mack Sennett s "Molly O" because the stores have to advertise the picture to put over the many brands of merchandise hooked up to the story. Most of the planting is done through the manufacturers of the goods, and that makes it easy for the oftentimes alert press agent