The Moving picture world (October 1922)

492 MOVING PICTURE WORLD Odober-?] 1922 Lem Stewart's Word Several new words have been offered to Lem Stewart as descriptive of the repellant adver- tisement. Only one duplication is found in "dud," which is offered by Leon J. Bamberger, Claud Saunders' assistant, J. W. Sayre, and George E. Drew, of Seattle, each of whom offer an alternative word. Mr. Drew's alternative word sounded like the winning bet until Max Rosenfield, the Golem man, told us what it meant in Yiddish. Then he was Bred out of the con- test. J. W. Sajrre, Seattle publicity man for Jensen and Von Herberg, offers "dudtractor," a combina- tion of "dud" and "detractor." It has its good points. Bamberger's second word is "miscarriage," which is simply applying an existing word to a new meaning. J. M. Edgar Hart, of the Palace Theatre, El Paso, advances "repellant," which like the above is not a new word but a new application. The real word has not yet been developed. What's the matter with you chaps? We want a coined word; not an adaptation like "dud." A Scenario Too Since Louisville devised the local movie contest to advertise "The Crossroads of New York", the stunt has been worked in a number of places, always with good results. The latest refinement comes from W. M. Smith, of Tulsa, Okla. Smith knows there are fifty persons who think they can write plays to each one who wants to act in them, so when he had the First National attraction at his Rialto the- atre he advertised for a prize script, making the local paper the arbiter. That more than doubles the value of the stunt. A Fox Release THIS FLASHY LOBBY WON AN EIGHTY PER CENT. INCREASE Charles H. Amos worked it for the Strand Theatre, Spartanburg, S. C, getting hi* inspiration from the lithographs which he used to decorate the design. It cost only $25, and as the material can be used repeatedly the real cost is smaller. Eddie's Visitor Miss Jean Grace Hyman is making a visit at the home of her parents, Mr. and Mrs. Edward L. Hyman, arriving September 18. That's why Eddie is wearing the smile that won't come off. Eddie was hoping that the arrival would be a boy, so he could train him as. his successor as manager of the Mark-Strand, Brooklyn, but he insists that she is the finest youngster ever born in Brooklyn. That's one Hyman production other exhibitors cannot copy. Did It Anyway When all of the Schenectady papers re- fused to fall for the stunt of giving away a collie puppy to advertise "Sonny", William Shirley, of the Strand theatre, bought a puppy and paid for the space to put the idea over. It attracted so much attention that the chances are the Schenectady editors will not be found asleep at the switch next time Shirley has an idea. Next a baby, a collie puppy is about as cute as they come, and the exploitation possibilities are won- derful. Invite Grandma All over the South the matinee for Grandmothers is cleaning up all the available coin for "Grand- ma's Boy." Hook it to your newspaper. Let the suggestion appear to come from them that the mothers had their turn on "The Old Nest" or "Over the Hill," and that now it seems to be coming to Grandma. Come right back with a hearty endorsement and promise to see - the paper's idea get over. Let the publisher print a coupon and take the credit, contenting yourself with the real money and the pub- licity you can get from the stunt. Whatever else you do for the Lloyd comedy, use this, and start it early enough to get all the talk you can. A GoULvTyn Release HERE IS A HOME-MADE TWENTY-FOUJl SHEET BETTER THAN THE GOLDWYN PAPER The paper on the right is hand painted by D. C. Brown, of the Griffin Theatre, Owen Sound. He wanted a second 24 for hi*, display, but did not want to repeat the lithograph, so he pasted up white paper and had his artist work in the road map idea as suggested for the lobby in the plan book. He used bright colors and got an effect that brought people to a dead stop while they puzzled over the design.' It's good.