The Moving picture world (May 1922)

May 20, 1922 MOVING PICTURE WORLD 285 Selling the Picture to the^Public Crap Shooting Ghosts Worked on the Streets Mindful of Lem Stewart's suggestion that emphasis be given the fact that "Three Live Ghosts" was a comedy, H. B. Clarke, of the Majestic Theatre, Memphis, Tenn., found a way to use the ghosts and still emphasize the comedy. Rolled the Bones He sent out three men in ghostly shrouds, each carrying a large dice with letters on each surface. At street corners the ghosts would roll the bones until the dice spelled "Three Live Ghosts," when with an exultant "That's It" they would go on to the next pitch. It was a simple stunt, but a float with a calliope would have gained no greater notice, and it cost a lot less for the dice and the robes. In the lobby additional emphasis was given the comedy slant by plastering with "Chuckles," "Roars" and similar snipes, and a black cat with an amicable smile sat on top of the lobby. A First National Picture. CONVERTING A LOBBY SUGGESTION INTO A STREET STUNT The Hippodrome Theatre, Toft, Cal., used the old laundry idea for "Molly O," but it put the wash clear across the street instead of across the front, and it gained ten times the attention. The Hippodrome is the house in the distance Old Wash Line Display Finds a New Employment The laundry line idea started with "Through the Back Door" and has been adapted to a number of titles since then, being very generally used on "A Homespun Vamp," but the Hippodrome Theatre, Taft, Calif., expanded the idea. Instead of using the wash across the lobby, it flung the lingerie to the winds of Main street, with a banner reading, "Direct line to romance. Molly O. Hippodrome Wed. and Thurs." This was strung in front of the Sunshine Theatre as the Hip needed it's own space to advertise a Constance Talmadge picture. The effect of the wash, which could be seen for several blocks in either direction, can well be itnagined, and it beat all the window tie-ups the town could afford, for no one could overlook this if they got anywhere near the business centre. Dented the Records Going after a picture from every angle pays every time. "Her Husband's Trademark" was recently played in Tampa and C. D. Cooley and "Jack" Frost started into exploit. Gloria Swanson's gowns were played up in slides for two weeks in advance, and a trademark hook-up was worked in the papers, to match the title. Frost used his easel cutouts for the first time, and the net result was $175 better than Wallace Reid in "The World's Champion," though Reid is a strong local favorite. For April First Oscar White, of the Rex Theatre, Sumter, S. C, had a rather weak attraction for April first, and he decided to slide on it. Instead of booming the show, he placed in the lobby a pair of coons in a cage labeled "Genuine American Raccoons." On the other side he placed a barrel with a glass-protected opening and a sign reading: "What's this? Name it and you can have it." There was a light inside the barrel and a sign on the bottom reading: "April Fool !" Nearly everyone who passed was stung, and the good humor engendered seemed to extend to the unheralded attraction, for business was very good and the people appeared to like the show. The use of the caged animals was to suggest that there was also something to be seen in the barrel. It disarm.ed suspicion. Theatre Turned Church to Advertise "The Rosary" Arch Bamberger, of the Empress Theatre, Owensboro, Ky., a First National stronghold, turned the front of the house into a church when he played "The Rosary," making the title above the entrance the only advertising on the house front. Above the marquise, a real bell was hung which was rung during the showing of the short subjects to advertise the fact that the feature was shortly to start. This front is very elaborate, yet the material cost only twelve dollars, being chiefly wallboard and transparent paper; the latter being painted un for stained glass effect. Lights back of the windows gave a strong night display. With very little change the structure can be used repeatedly as other uses suggest themselves. Following the other man's lead is often the policy that spells ruin. It is better to be different and appeal to those who do not like the other manager's ways; and it inevitably follows that not all persons can be wholly in accord with any single policy. Give your house individuality. Don't copy! A First National Picture. BUILD YOUR OWN CHURCH; THEY ARE GETTING CHEAP Arch Bamberger, of the Empress Theatre, Ozvensboro, Ky., built this for First National's "The Rosary" at a cost of about $12, and he can paint it over and use it for other titles later on. A real church bell on the marquise supplemented the painted bell