The Moving picture world (May 1922)

May 20, 1922 MOVING PICTURE WORLD 289 Sellin^^ the Picture to the Jublic Ran a Poultry Show in Theatre Lobby Most Southern Enterprises managers have used the gamecock idea for a lobby ballyhoo for Bebe Daniels in "A Game Chicken," but W. E. Drumbar, of Knoxville, beat that. He borrowed the cages from an exhibition company, announced that only the bluest blooded of the stock would be shown, and he was besieged by fanciers who wanted the pick of their pens to be represented. The result was that he had the finest collection of game cocks ever brought together in Knoxville, and everyone came to see. Not the least useful angle in this ballyhoo is the crowing of the cocks in challenge to each other, and with a punch of champions in the convention the conversation was continuous and Drumbar had to provide his cashiers with headache powders. A large rooster cutout on top of the box office was the only silent member of the collection, and he did a lot of sight talking. Fake Toonerville Trolley Was Too Good to Double Although Harry W. Kress, of May's Opera House, picked out the oldest and smallest trolley car to be found in Piqiia, Ohio, he could find nothing that really looked like the Toonerville trolley. He did the best he could with what he could get and painted it all up with watercolor to get in the comedy lines and then he sent it around town with a trailer on which was seated the fattest woman he could find, to represent Aunt Eppie Hogg. He had the reverse of his trouble with Aunt Eppie. He could not find a car small enough and no woman large enough, but the outfit attracted no little attention to the comedy series and made it draw as strongly as the longer feature. After the stunt was over, they simply turned the hose on the car and washed all the special paint off. Martin Bauer, the publicity man, acted as the Skipper and showed a capital make-up, though in the photograph the whiskers have worked over to the left side of his map instead of staying centered. Paramount Picture HERE IS A REAL POULTRY SHOW AND NOT A POOR ONE W. E. Drumbar, of the Knoxville, did not rest content with a couple of roosters "A Game Chicken." He borroived pens from the fair grounds and held a reunion champion game cocks that had all the fanciers fighting for a representation on of Still Something New with Hook-up Pages Here is something for D. M. Bain, who specializes in two-time hook-ups. It was invented by J. P. Harrison, of the Hippodrome, Waco, Tex. He arranged with a newspaper to get a fullpage advertisement in return for bringing in two pages of merchant advertising. On Thursday he printed a full-page for Gloria Swanson in "Her Husband's Trademark" and gave a page of merchant ads. Each of twenty spaces gave the substance of a telegram which was to be written in proper form. For example, a florist gave : "Deliver dozen roses 14 rue de Gals, Paris, France." This was expended by the successful contestants into "Understand you send flowers all over the world. Send dozen roses." An address atid signature were added. These were printed with a Western Union heading in the Saturday edition, and the prize winners were then announced. Some of the fifteen and twentyword "messages" were run up to a hundred words, and the contestants certainly earned their money. So many contestants were interested that the theatres raised the number of prizes. The best form of contest will be to give as many prizes as there are telegrams to be written, and to limit the number of words in the amplified message. The value to the advertiser consists in the fact that his advertisement must be studied in order to get all of the points into the rewritten telegram. Later Mr. Harrison used the page with the winners as a herald, getting them at a cost of $2.50 per thousand. lUHi A First National Pictwre THIS IS NOT AS GOOD AS THE REAL TROLLEY, BUT IT HELPED Harry Kress, of May's Opera House, Piqua, Ohio, picked out the oldest trolley car he could find, but even the oldest was a Pullman alongside the Toonerville special which meets all trains. Still, it helped greatly to advertise the comedies Beats Yeast Treatment Baking theatre tickets into loaves of bread was the way a bakery put over a new brand name. It got a thousand tickets from the Strand Theatre, Ottumwa, la., for "Forever," and baked these right into the loaves. The loaves went like the traditional hot cakes instead of bread, and the theatre got a cut rate on its tickets and all the advertising an earnest and energetic baking company could put into a big campaign. Not everyone got tickets and those who did not came anyway.