The Moving picture world (October 1922)

October 7, 1922 MOVING PICTURE WORLD 493 ,1 I' II n •rrsnl Release YOU CAN STILL FIND WOODEN SADDLERS' HORSES And where you can, you can use the idea worked By the Parthenon Theatre, Brooklyn, for "In the Days of Buffalo Bill." This was a stuffed skin and the hide of a blue ribbon vrinner, for you can see five of the ribbons neatly lettered with the title. Makes Two Killings With One Exploit' ■Remember the good old days when press- books used to tell you : "Get an old. stage, coach and "? Fred V. Gre.ene, who is-exploitation chief fpr Universal, remembered too, so in.st.ead. of saying "Get one," he advised-a Brooklj^n, theatre - that. there .woj one over in - NjeW-' Jersey whi-ch they- could use - to advertiser "In the Days of Buf¥alo Bill.". JsJow Brook-', lyn and New Jersey- are on opposite sides of New-York, and it is not in Fred Greene's, makeup to sneak a bus through the big town. He,bannered it with "As'- your local theatre manager when he will play 'In the Days of Buffalo Bill,'" put an Indian and a couple of cowboys aboard, laid out a route that would give the fullest publicity and got so much attention that a policeman asked for their parade permit. He let them go when they explained they, were merely de- livering the prairie hack to Brooklyn, and the delay served to permit a couple more thousand persons to see what it was all' about. Then they went over to the Parthenon Theatre, Brooklyn, and helped sell the first episode. ; Kisses from Bebe ''Max Doolittle, the Paramounteer out of Milwaukee, got up some cards for the Lyric theatre, Madison, S. ' D., for "Nice People", which pulled no end of business from a fair crowd. .Ordinary ca^dy kisses were stapled to a caird headed, "A.-kiss from, Bebe Daniels, ori£.,of the sta.rs of 'Nice People'" and a3ding the information that it was Para- mount Week. The cards were distributed by a girl in a red coat and a picture hat wy't-h a black mask added to give a mys- terious touch to the costurne. An ordinary IJptchkiss ■ stapler was used to tack the lyfses to the cards. Using Jay's Stuff ■J^ay Emqnu'el'will • have to look to his latJTels.- Gefof-ge Schade, of Sandusky, has foliind out what .Jay discovered long ago, and he' is as much sold on the idea of novelties as is the man who runs the Bar- gain Basement for the Metro exchange in Philadelphia. Lately Schade had a drive on jumping frogs for "The Seventh Day*', and now he has been caught using shimmy dolls for "The Half Breed". Just what the shimmy doll has to do with the First National re- lease, is not apparent, but the dolls, which cost less than ten dollars a thousand, were a profitable investment according to Mr. Schade. AAA, so he wrote a continuity in which Mannette, heroine of the picture, was sup- posed to come to Seattle to buy her wed- ding finery. - A local prize beauty was engaged for the part of| Manette and was shown arriving in Seattle in boots and parka, entering the store and then inside trying on everything from bathing suits to evening dresses, with some real clothes in between. , Enough outside stuff was written in to get a'good ballyhoo, and the inside stuff, was taken in the. window of a'local florist, the department store having no space large. e.n,'ough. .From seven o'clock until well after mid-• n,Tght, half of Seattle fought to get up to tji'e plate glass window, and when the model came out in a one-piece bathing suit the reserves were needed to club the baldlieads home. Later on the same crowd—plus—piled up in front of the department store, to see the completed picture, and when it was all over the Columbia had a complete set of records, all brand new. Bradley admits that he is good.' Paid Fifty Boys; Got One Hundred 'When M. F. Estes, of the Beacham The- atre, Orlando, Fla., decided to put over' "Grandma's Boy" with a ballyhoo, he ad-: v'ertised for fifty boys who might want to see the picture free for a little work. About a hundred boys turned up. Mr. Estes gave fifty of them Harold Lloyd spec- tacles and banners reading, "We are on our way-, etc.," and told them to. parade the tow.n until show time. Not to be cheated out of the fun, the other- boys fell in behind and'acted as honorary- escort to the paid fifty, and by the time ihey got back to the theatre the ranks had.been- swelled to. a hundred and fifty. The .lobby was blanked' in with compo board, and on' this were cutouts and a picket fence design, while two six-'sheet cutouts were used at the. sides. ' ' ' •• The total cost was $19.60 and the excess- receipts were above $200.- Novel Fashion Film Told of ''The Storm " Making a special film fashion show for "The Storm" was only a part of the cam- paign of George E. Bradley, Universal ex- ploiteer, for the Columbia Theatre, Seattle. Braaley not only put over a novel idea, but he worked it to draw out every ounce of exploitation push. First of all Bradley sold one of the de- partment stores on the idea of a film fashion show., to be run on a miniature screen in a ■window of the store. It was to use the store products and the store name. That was Class A, but Bradley wanted-to get it Class A Universal Release FRED GREENE DUG OUT THIS STAGE COACH FOR B. B. He located it in Jersey and sent it over to Brooklyn, ballyhooing most of New York en route for "In the Days of Buffalo Bill," the Universal serial. You read a tot about "Get a stage coach," but Greene says, "Well get you one." Lots bertter.