The Moving picture world (January 1922)

416 MOVING PICTURE WORLD January 28, 1922 Selling the Picture to the^Public Spotted Perambulator for Will Rogers Play G. R. Stewart, of the America Theatre, Casper, Wyo., is better known for his news- paper advertising than for his exploits, but that are signs reading, "A rip, roaring Romeo from Arizona." The rider was in a romantic costume, but wore a cowboy hat and carried a lariat at his saddle horn, suggesting the combination of cowboy and romantic hero. On a spotted horse he attracted a lot of attention and dragged tickets into the house. Largest Newspaper Page Above a Toledo Theatre Paul Gray, who is out ahead of "What Do Men Want?" hooked the Toledo Blade to a ever>'one to go and see it in front of the Pan- theon. Of course by the time they got there there was a lot of other selling material, so they read the big reproduction and then closed in and gave the stills a good look over. The Blade carried considerable advertising for the contest on the inside pages, but an illus- trated two sevens with a real news value right in the centre of the front page of a paper with 90,000 circulation is some little stunt all by itself. The contest features has been freely worked on this production but this is the most preten- tions hook in both as to the size of the prizes and the publicity gained, and as there has been no "largest newspaper page" for some six or eight months, it was new again. For that matter it was new in Toledo because it had never been worked there before. That is the real text of novelty. If they have not seen it, it is new. It's the same with the picture. Any stunt is good until it has been used on your patrons, and sometimes it is good when used again. THE STEWART PERAMBULATOR he can work both sides is shown by this cut for Will Rogers in "Doubling for Romeo." The placard on the rider's back reads: "Will Rogers in 'Doubling for Romeo.' America. Now." On the sides of the saddle THE BIG REPRODUCTION $5,000 cash contest on the problem, with 200 cash prizes. He had a painting of the Blade front page IS by 18 feet which he hung above the Pantheon Theatre, where the Wid Gunning offering was to play, and then the Blade carried a front page picture of flic "the largest newspaper page in the world" and advised Another Pretentious Heame Lobby Display Noble Hearne, of the Frolic Theatre, San Francisco, sends in another capital lobby dis- play this time for the Universal-Jewel feature, "Conflict." This time he shows both the ex- terior and interior lobbies. The box office is a log cabin along conven- tional lines, but it is merely part of a display which includes a real waterfall with Priscilla Dean perched on the very brink of the falls, to emphasize the high point in the production. Both sides of the foyer show painted drops with moulded rock in front. On one side is the river and the falls and on the other the town. Artificial vines and real shrubbery aid the effect. Mr. Hearne says that the display is comparatively simple to make and that he will be glad to go into details on request. It w-ill be recalled that Mr. Heame makes his rocks of pasteboard covered with bits of old scenery and then painting. It gives a decidedly better effect than a flat painting, and once you catch the trick it is not at all as difficult as it sounds. NOBLE HEARNE. OF THE FROLIC THEATRE.SAN FRANCISCO, SAYS THIS IS EASY TO MAKE If you don't believe it send him a return envelope and he says he will send the complete details. The left-hand side of the interior lobby is shoivn in the exterior picture for Priscilla Dean in the Universal-Jezvel "Conflict." The figure is a cutout from a poster and the waterfall u partly real, a perforated pipe .ipraying the water in front of a painted fall