The Moving picture world (May 1922)

May 13, 1922 MOVING PICTURE WORLD 183 Selling the Picture to the^Public Got Window Showings by Changing the Form Jack Frost — it's "Robert C." on his visiting cards — the exploitation man for Southern Enterprises in Tampa, has found a way to get one-sheets into prohibited windows. Even since he started in Tampa he has been trying to land his one-sheets in windows, but even framed sheets were denied admission on the grounds tliat they were too bulky. blamed things will curve. This is because wet paper shrinks in drying and pulls in the card. The remedy is simple. Paste a sheet of newspaper on the other side, equalize the pull, and you get a flat card. Pleased the Toilers Howard E. Jameyson picked on a newspaper article to give him a slant on "Back Pay." There was an argument on as to whether a girl could dress decently on $87.85 a year. One girl said she could and a lot more called her impolite names. Jameyson sent out a thousand letters to working girls asking their opinions and adding that the girl with the crepe de chine soul was to be seen at the Doric Theatre, Kansas City, on certain specified dates. And a lot of them still further depleted their dress funds to go see how it all came out, and if skirts are shorter than ever in K. C, blame Jameyson. He's the guilty one. We wouldn't blame his fiancee if she gave him the one-way gate. Her Ow7t Money Was Chiefly in Pennies Three dollars was all H. J. Adams, of the Palace Theatre, Corsicana, Texas, spent to put over "Her Own Money." He had a more or less double of Ethel Clayton ride around town in a car and scatter pennies. When she had used up three dollars' worth she checked in. The banner read : "This young lady is glad to give away 'Her Own Money' at the Palace Theatre today." A'^Fint National Picture. FROST'S SOLUTION Lately he had some light easels made up at a cost of about sixty cents each. Onesheets were pasted to cards and cut out. These got in in a majority of the hitherto inaccessible windows. It may work the same for you. If you use light cards you'll find that the Well Known Restaurant Put on "Molly O" Night When "Molly O" was put into the Aldine Theatre, Philadelphia, for a run of two weeks, the house got busy with the Loose-Wiles representatives and won out some windows for the "Molly O" biscuit. The cut on this page shows one window practically papered with the posters. Then they sold the idea of a "Molly O" Night to a well known cafe. The restaurant man was only too glad to get a chance to whoop things up a little, so for a week in advance, he put cutout shamrocks on the tables each time the cloth was changed, and stuck up paintings and announcement cards. He knew from experience that a special night was just as good for a restaurant as it was for a theatre, and he went to the idea strong. A little extra entertainment in the way of singers to put over the plugger song, and he had an event instead of just an ordinary night, so he plugged for Molly for being good to him. A Paramount futitic. THE LOBBY STUNT For the lobby Mr. Adams used an open safe with money bags at the base, as shown in the cut. The safe and bags were borrowed and a one sheet supplied the picture. It ran the receipts some 30 per cent, over the average. Promoted W. Grififity Mitchell, for a long time manager of the Majestic Gardens, Kalamazoo, has been promoted to charge of the same company's houses in Port Huron. Roy Tilson will succeed him in the management of the Kalamazoo house. He formerly had charge of the Regent Theatre there, but more recently has been conducting the Strand Theatre, Lansing. f 1 A First National Picture. THE ARROW MARKS THE SPOT WHERE THE SUNSHINE BISCUIT HITS MABLE NORM AND IN THE FACE That is, in the cut on the left, and shows the iinndow fairly plastered with posters for "Molly O" at the Aldine Theatre, Philadelphia, tying up with the Loose-Wiles special cracker. The other picture shows a ivell-known cafe all dolled up for a special "Molly O" night. This was advertised by means of cutout shamroi ks, which were placed on each table, with each set-up for several days in advance