The Moving picture world (May 1922)

282 MOVING PICTURE WORLD May 20, 1922 Selling thig Picture to tKe^Public Put Over a Serial Like a Big Feature One of the most careful campaigns made for a serial was planned by the Pathe Exchange for the vicinity of Detroit. C. F. Sharp wanted to get it headed out right, and he handled it the way most advertisers would work a super feature, figuring that a fifteen part serial would bring just as good returns on the investment, and that to get "Go Get 'Em Hutch" getting 'em from the start would be profitable. Hyman's Novelties at the Mark Strand For the week of May 14, Edward L. Hyman will use the first production overture he has presented in some time. This will be a "Mother" overture, composed of a collection of songs dedicated to mothers, and including "Songs My Mother Taught Me." and "Mother Machree," "M other O' Mine," sung by a tenor off stage, and presented with a stage picture of a mother seated beside a fire place in a typical oldfashioned home. The Kipling verse will be the last of the series and the picture will be disclosed just as this number commences, as to hold the tableau too long without action would be too tiresome. After the Topical Review, the familiar "Invisible Pianist" will be used, a mechanical piano rendering the first movement of Grieg's "Concerto in A Minor," accompanied by the orchestra. The house will be dark and the light concentrated upon the piano, which stands in a conservatory set. A scenic comes next, to give way to a dance number entitled, "At the Fountain." A garden set is used with a marble fountain, the base dressed with electrically lighted flowers. Colored lights will also play on the spray of the fountain. Three dancers, in Greek dress, will do a number on a semi-lighted stage. This is followed by a selection from "Rigoletto," the palace scene being chosen for the setting. All of the characters will be costumed. The opening number is the "Curse of Monterone," song by baritone, this is succeeded by the minuet, dangsd by the ballet, the famous Caro Nome and the notable Quartet, which ranks second only to the "Sextet From Lucia." The feature and comedy follow, with Handel's "Concertante" as the organ postlude. run houses in the State to show "The Thrill King." The result was an advertisement which sold the patrons wherever the Detroit papers reached, and which gave country exhibitors the leverage of the big-city endorsement. A fatlie Release THE DETROIT SMASH He showed the picture to a well-known minister, the officials of the Y. M. C. A., the boy Scouts and the Superintendent of Schools. Each of these gave the serial a O. K., and their letters were reproduced in fac-simile together with a smashing big action cut, a selling talk on the serial and a list of the first Coupons at Wholesale for a Special Matinee There is nothing .'itingy about L. W. McCuan. of the Kozy Theatre, Dresden, Tenn. He tied up the editor of the local paper to a free matinee stunt, admission to be by coupon from the sheet, and they ran eight coupons in a single issue, each good for one admission to "Peck's Bad Bay." They were good only for clTildren and at one specified performance, and Mr. McCuan probably argued that he might as well get them all in. In return the editor gave him the ears on the front title for three days in succession and wanted more cuts than he could get. One issue of the paper contains the coupons, the ears, several press notices and two advertisements, in addition to a four column cut. One of the displays is the figure puzzle, recently run in this department and the other repeats a resolution adopted by the Missionary Conference of the Methodist Church in Tennessee, urging the members »o fight for all the 57 varieties of censorshit and meanwhile use their influence with individual managers for better pictures, praising the good and condemning the poor. Mr. McCuan reprints the resolution and offers to give a pre-showing of any picture any representative body of men or women may select, they to be the judges as to the fitness of the production for showing in Dresden. A Paramount Release TWO O. T. TAYLOR DESIGNS FOR WHICH DIAGRAMS HAVE ALREADY REEN^GU'EN These displays show how Mr. Taylor himself rebuilds his lobby structures to get new aspects for old material. Both of these xvere used at the Weir Theatre. Both attractions played to capacity at regular prices. The "Cappy Ricks" plays up the author because he is so favorably known in Aberdeen. The design for "Saturday Night" is perforated to illuminate the Coney Island scene