The Moving picture world (May 1922)

284 MOVING PICTURE WORLD May 20, 1922 Selling the Picture to the^Public Light Installation Made Six-Sheet Work Because the six sheet above the marquise did not show up at night, the Empress Theatre, Owensboro, Ky., put in a reflector, such as billboard men use to get a night illumination. Then it worked just as well in the evening as during the day. A cut on this page shows the installation. This works very well, but the trouble is that the tin cone of the reflector throws a shadow on the poster during the sunlight hours, and this hurts the effect to a slight degree. A better scheme is to sink the reflector at the base of the board, covering with a glass to keep out the rain, and let the light be thrown upward. This keeps the light source out of the way through the day and gives precisely the same effect in the evening. The stunt was first tried on "All for a Woman," a First National attraction, and the effect upon business was so good that it was made a permanency. Tied Up the Prophets and Augmented Profits D. M. Bain, general publicity man for the Howard-Wells Company, Wilmington, N. C, hooked the Veiled Prophets to "Molly O," with a decided benefit to both. Sepa Grotto, the local organization, was hustling funds for band instruments, and Manager George W. Bailey, who wears a black fez on accasion, offered them a percentage on direct sales for the Mack Sennett production, knowing that they could reach many persons out of the theatre's usual line. In addition to a brisk advance campaign, a dispensation was obtained for the Grotto to parade on the opening day as a final ballyhoo to their ticket selling campaign, and every mason in town was interested in Molly whether he belonged to the side degree or not. for the Grotto is open only to Master Masons. Bain also used the merchandise hook-ups, including the candy, which was put over by a special salesman sent by the manufacturers. A First Sational Picture. THIS REFLECTOR LAMP SOLVED A POSTER PROBLEM The six-sheet board above the Empress Theatre, Owensboro, Ky., did not function in the evening because the light was all held under the awning. Putting in a reflector solved the problem at a small cost, but there's a better way and he used the musical hook-ups to the limit, all of which motived a streamer reading Everybody's Sing it Talking MOLLY O Play it About Eat it See it These were adorned with two costume pictures of Mabel Normand, and they were generously posted and also got into every window handling the Molly O products. Of course, he had a double truck, but this is a Bain regular. He does not brag about a double truck any more. It's too common. r <5 ^ ... 4 . ) ■ ■ mm m ini ■ ■ m ■ ■~v3Li ''Fool's Paradise" Pleased at Advanced Admissions Making people like a picture is one thing, and making them like it at advanced prices is another. A. R. Lynch, of the Lyric Theatre, Jackson, Tenn., made them like "Fool's Paradise" by handling it elaborately. He used the ticket office selling excursions to a "Fool's Paradise" as suggested by Lem Stewart, and for a week in advance an attendant handed out heralds to all inquirers. During the showing the ticket office was moved out to the sidewalk for a ballyhoo. A liberal display of stills carried on the idea. Slides and trailers were used on the screen a week in advance and five windows were tied up to paintings of the big scenes For a final kick the rotogravure section, supplied by the Paramount publicity department for newspaper work, was folded into the Jackson copies of a Memphis paper. It looked like a part of the regular edition, and was not offensive as would have been an ordinary throwaway. People were glad to get it instead of being resentful. The result was big business and satisfied patrons. A Paramount Picture. HERE TWO THINGS HAPPENED ON SATURDAY NIGHT G. M. Phillips, of the Rialto Theatre, Columbus, Ga., used the train wreck for the top of his lobby display and the Ferris Wheel on the floor, doubling the punch. The wheel was motor-driven and carried electric lights on the rim Doubled Lobby Appeal for a Saturday Night G. M. Phillips, of the Rialto Theatre. Columbus, Ga., liked both the train stunt and the Coney Island idea on Saturday Night, so he doubled up and used the train overhead and set a ferris wheel on the floor. The trestle was a solid structure, carrying the painted train, with cutout fipure? of the victims and a toy automobile for the car. The title was cutout and hung from the underside of the trestle. The wheel was merely a buggy wheel, geared to a motor and provided with a brush contact to permit the rim to be illuminated with electric bulbs at night. The combination brought the money in.