The Moving picture world (January 1922)

196 MOVING PICTURE WORLD January 1 \. 1922 Selling the Picture to the^Public Boasberg Brainstorm Convulsed Two Cities Albert Boasberg, Detroit Paramounteer, had a brainstorm recently, and when the physicians got off his chest and said he would probably recover, he went out and sold the idea to Eddie Zorn, of the Temple Theatre, Toledo, and to the Regent Theatre, Ann Arbor. It is simple, but it will stand any small city on its head inside of twenty-four hours, and will jazz busi- ness at a house for weeks. A mid-Cat Flash It was tied to the Cosmopolitan-Paramount "Get Rich-Quick Wallingford," and was started off with a display advertisement in the news- papers very similar to the flashes wildcat com- panies use. In it the C. C. T. Co. announced that it was going to bring 5,000 workmen to the town, put street cars on all leading arteries and build at least fifteen sky-scrapers. The second day it added that the town would have to build subways to handle its traffic prob- lems. The third day the company begged the reader to sell no property and give no options. Then the Blow-off And on the third day an unsigned warning appeared in which the advertiser oflfered the opinion that the C. C. T. Co. was none other than the Covered Carpet Tack Company, which two years ago had been operated in the vicinity of Des Moines—to the detriment of Des Moines pocketbooks. That, of course, put gasoline on the fire, and had everyone talking at once. They did not know whether to invest or in- vestigate, and while they were in this frame of mind the theatre slid in with a statement that the full details of the Covered Carpet Tack Company would be shown in "Get-Rich-Quick Wallingford." After that there was nothing to be done but to buy tickets. Everyone did. Mr. Zorn also used a show window, but he didn't need it. He just threw that in. HERE IS A USEFUL LOBBY IDEA FOR "A MAN'S HOME" This man's home is apparently a pasteboard cutout toy and provided with a lawn and a background of black cloth. It was devised by Gail Meyers, of the Park Theatre, Cham- paign, III., for the Selsnick production, and attracted much attention Made a Cutout Toy Man's Home Display Almost as effective as the toy railroad was a built scene provided by Gail Meyers, of the Park Theatre, Champaign, 111., for the Selznick production of "A Man's Home." The basis seems to be a cutout toy such as most stores carry. If it was not, one of these toys will serve as well and will involve no trouble and practically no expense. This was built up with a yard and graveled rocks. Over on the right a table and two chairs were placed, but these are almost as large as the house, and detract somewhat from the effect. All should be built to scale. The simplest display will atract attention, liut the more elaborate the effect the greater the impression made and it will pay to devote some time and care to the preparation of the scene. The same idea can be used for a window dis- play, particularly in the florists' windows, where they have the greenery to build up with. This Is a Pippin Pass the cigars to A. L. Snell, of the Imperial Theatre, Gadsden, Ala. He has dug up a imiversal stunt. He hired four boy scouts and put one on the street and the others on the theatre and on the roof of the post office. All day long they wigwagged to each other and all day long some- one would come up with "What message are you sending, sonny?" and the invariable reply would be "The Sheik is here." Snell counted the first thousand inquirers and then stopped, but the boy who was on tiie sidewalk is confident that the total was a million at least. Snell also bannered the interurban freight car, and 500 automobile stickers, and put the Paramount over to a 33 percent increase. But you have boy scouts and you have a theatre. Try the wigwag. • RD- Money bags were the big attractor for the Cosmopolitan-Paramount presentation at the Temple Theatre, Toledo; but windows were only a runner-up for a campaign of blue- sky advertising which had the town by the ears for several days Twirling Doorknobs For "A Connecticut Yankee" at the New Theatre, Baltimore, a new form of doorknob was employed, cut to a diamond shape and hung by one of the points. Where possible these were hung so that they swung free, and the slightest breeze would cause them to twirl, giving emphasis to the text: "Fine. It's your turn to laugh." "A Connecticut Yankee" at the New Theatre. These were put into place by men in armor and they attracted even more attention than the cards, though they did not stick in any one place as long. Twelve thousand of these hangers were put out, and Baltimore was fully informed.