The Moving picture world (January 1922)

T 102 MOVING PICTURE WORLD January 7, 1922 Selling the Picture to the^Public Put "Anatol" Display with News Bulletins One of the by-products of a newspaper hook- np is the chance the exhibitor gets to use the paper for other stunts. The Union-Leader, Manchester, \. H., was one of the sixty odd New England papers to hook to the Para- nxjunt Identification Contest, recently reported in these columns. Just for that it permitted Al Gjuture to put in a window display for "The Affairs of Anatol" at the Paramount-Crown Theatre. As the window was used for news bulletins, and since the football season was then at its height, the value of the location can be understood. It was the livest window in town on Sattirday afternoon, and good all ot the week. But you do not have to wait to hook to a contest to get into the good graces of the news- paper. If you put some attractive stills on your cards, you will find that the average live newspaper will always be glad to oblige a gen- erous advertiser, particularly since it aiso helps the wmdow. Green Lighted Lobby for "The Lure of Jade" All green lights were used in the lobby of the Majestic Theatre, Memphis, for the run of Pauline Frederick in "Lure of Jade," and with similar draped walls and a thatched box ofiFice. with cutouts from the paper at the comers of the opening, a very good tropical effect was obtained by Manager J. S. Hursey. The banner had the letters cut out with green tissue pasted behind the openings and lighted from behind by green lights, which served to help light the rest of the lobby. Mr. Hursey made his thatch on beaverboard instead of the regular thatch, which should have been easier as well as cheaper, though it might have taken more material, but he worked a very inviting lobby that lured business and he did it at a cost of only $20. HORXISG I.\ A THEATRE DISPLAY OS SEWS BULLETISS The Manchester, S. H., Seivs-Leader uas one oj the papers to take up the Paramount identification contest, so it let in a card for "The Affairs of Anatol" into the window u-ith the constantly changing netLs bulletins Captured the College by Inviting the Team College towns are all for the college, and the Strand Theatre, Iowa City, put over "Over the Hill"' by the simple expedient of inviting the football team to attend the opening night show. The college paper gave publicity to the fact that the team had accepted the invitation and all of the college and most of the town people tried to get into the Strand at the same time. It couldn't be done, but those who had to wait took in the second show or came bade the next night There had been a special private view for the college faculty and the ministers and school teachers, but all of the educators, plus the divines could not put it over to the students the way a big winning team did. Football is over, but there are basketball and hockey teams, and later will come the baseball and rowing season. Made His Sales Just how well exploitation pays was recently proven by W. P. Stevenson, who is supposed to sell the .Arizona district out of the Goldwyn Los .A.ngeles office. Arizona is in a bad slump and it looked like a waste of carfare going after the territory with "The Old N'est" and "Dangerous Curve .\head," but Pat knows the game, though he is now a salesman instead of an exploiteer. He knew about what each exhibitor would be willing to pay for the two features and he offered to play on this certainty plus a percen- tage, engaging to help exploit the picture. He kept his word and so far the receipts from Arizona have mostly been in excess of what the flat rentals would have brought in normal times. Exploitation does pay. The houses made the extra money and also revived the theatregoing habit. LIGHTS OF GREES FOR "LURE OF lADE " WORKED J. S. Hursey, of the Majestic Theatre, Memphis, used green lights and tropical props to put over Pauline Frederick in the Robertson-Cole production, and it built a sizeable addition to the average business Tickled the Mayor For "Three Word Brand," .A.. L. Snell, of the Imperial Theatre, Gadsden, Ala., used a hundred cards reading, "Go to hell," "Yoa're a liar" and other three-word phrases less violent with "At the Imperial Thursday and Friday" in small lettering at the bottom. The mayor was so tickled with the idea that he put one of the "Go to hell" cards over Us desk in the police station in City Hall, where it probably did a lot to cheer up the accused who came before His Honor J