The Moving picture world (May 1922)

May 27, 1922 MOVING PICTURE WORLD 397 Selling the Picture to the^Public Matrimonial Comedy Forty Per Cent. Gain Getting from fifteen to twenty-five per cent advance on a picture is regarded as good business in Southern enterprises territory, but on "Is Matrimony a I'ailure," an increase of forty per cent was gained by the Beacham Theatre, Orlando, Fla.. by Frank H. Burns, publicity A Paramount Release FRYING PANS ARE BETTER THAN ROLLING FINS They arc the modern household ik'eapons for the rolling pins noiv are made of glass and ivill break. Frank H. Burns, publicity manager of the Orlando. Florida, theatres, used them and a lot of other things to put over "Is Matrimony a Failure!'" .1 Paramount Rriras, THE HOLY FIE manager, Manager Vincent, District Supervisor Spari<s and the Atlanta office, with Lem Stewart all working in concert to put over what promises to be one of the real cleanup pictures of the season. Fiurn.v got busy a month in advance and lined the newspapers on a contest on the title question. This got him six front page newspajK-r stories, ten showings on the editorial page and four on the society page. Two of the front page stories started the contest and the other four came at the close, when publicity would do the greatest good. The editor, the secretary of the Chamber oi Commerce and the president of the leading women's club were the judges. Burns warns, however, that in a contest, pains must be taken to stre>s the fact that this is a comedy, or the replies will get too serious. The contest cost $25 for the first prize and some tickets for the stragglers. The lobby speaks for itself, but note that the archaic rolling pin has been replaced by the saucepan. Hang tliem a little closer together and keep an electric fan playing on them and the clash of metal will be still more effective. If you cannot get enough pans for this, hang heavy metal buttons on light thread so that they will strike about the cenfre of the pan, the same as the clapper to a bell. Press book phrases were n^nl {mi filibv cards and slides, the latter being run ten days in advance. St. Petersburg copied the stunts, which will he standard in Mr. Spark's territory, but added a teaser box, decorated on the outside with pans and a sign reading, "This box contains the latest and most modern implements of warfare." Inside were more pans, an announcement card and stills. This was used in the lobby in advance of the showing. During the run, a fat boy dressed as a woman and a skinny "husband" were paraded through the streets, chained together. The man's card asked the Title question and the woman's added, "Find out at the Pheil today." And everywhere the comedy idea was stressed to the limit, for this is what sells tickets. Trying to reach one class only throu.gh your adverHsini; is tellinij the other classes you don't iraii't their patrondf/e — advertise to all classes — crplnitatiim Mill do it. — O. M. Taylor. l^rtiste ^ » ' "V F i rs t N (if iWi a I R e lea .s r TWO CAI'TI AL DISPLAYS FOR IIIF FLUGGER SONG ON -.SMI LIN' 1 UROUGIF' DONE BY EDIVARD HYMAN There -Mere three stores hooked to the records in the vicinity of the Mark Strand Theatre, Brooklyn, but these two are the better. That on the right is particularly good. It is different and therefore will attract more attention than a conventional display. A larger circle of the songs with a face of the star showing through would also be a good design and zuould not entail much more trouble to fia .w up