The Moving picture world (October 1922)

October 7. 19^2 MOVING PICTVRE WORLD 495 Made Public Beg to See *Smilin' Through^ It's old stuff to the old-timers, but Jack Jourdaine, of the Selba Theatre, Central City, Ky., made it work like new. The town is largely railroad interests, and the strike had hurt. Jourdaine was pay- ing a pretty fair price for the Talinadge knockout and he wanted to bounce it over the top. He started his campaign by the general remark that he could not afford the biggest productions until times got better. At the same time he set his plans to have someone get up a petition that he play "Smilin' Through." He figured that he could get four or five hundred signatures. When he found that there were eight hundred names on the list he cheered up not a little, so he mentioned the petition in a display ad and asked if the people of Cen- tral City really wanted the best in photo- plays. Of course they shouted an affirmative, so presently he announced that he had booked the picture, giving the date. After that local pride simply had to function, and he not only made money but found himself in a better strategical position in reference to other big F'rst Nationals. EMERGENCY CARDS FOR THE HELEN LYNCH CONTEST When the supply of the regular First National posters was delayed, W. S. Clarke, of the Strand Theatre, Cincinnati, made his own display cards and captured pre- ferred position on ten of the best stand.s in Cincinnati, where posters never get in. Good Stunts for 'The StormDrive Starting two weeks in advance, the Mer- rick Theatre, in the Long Island town of that name, got over some capital ideas for "The Storm." The best puller was a popularity voting contest done with the local paper for boys and girls between 7 and 16 years of age. Storm outfits consisting of a raincoat, hat, rubbers and umbrella, all donated by a local concern, were the prizes. A thermometer with varying weather conditions was put up and each day the "mercury" was built up with chalk until the day of the opening it reached "The Storm" at the top of the tube. Another good stunt was the use of a transparency picture of the forest fire with a flasher on the light to make the flames more vivid* and to give the value of motion. Saved the Tallow Two tallow candles, each six feet high, were the star lobby stunts at the Mary An- derson Theatre, Louisville, for Norma Talmadge in "The Eternal Flame." The wick was a wire which terminated in a small bulb in the place where the flame should have been, and a rapid flasher was cut in to give the effect of a flickering light. The bulb was dipped red, but a better effect can be gained by dipping in red, then scratching some of it off and dipping again in a light amber. Twenty thousand telegrams, presumably from Miss Talmadge, were distributed though the city by the Postal Telegraph, which split the cost with the house. Baxter's Idea Earl R. Baxter, of the Liberty Theatre, Darlington, S. C, has worked something new on the familiar summons. The only trouble with the summons is that it generally requires printing on both sides, which runs the cost up. Baxter had them printed on the regulation 8>4 by 11- inch sheet, with the summons taking two- thirds and the docket front the remainder. This was folded so that the docket appeared outside. The cost of the paper is less than would be the cost of the second printing. The docket is printed on the lower third of the sheet, which is then folded so that in turning the page you come on the summons. Then Baxter used a second impression on the back to red ink the fact that "Re- ported Missing" was even better than he had hoped for. The summons is one of the earliest stunts and still is one of the best. Now it is cheaper to produce and that should further advance its popularity. Prizes for Poets Offering prizes for the best rhymed acros- tics on "A Fool There Was" is the way the Capitol Theatre, Altoona, put over the Fox release. Several thousand replies were re- ceived, most of them indicating from their text that the contestant had seen the play, though there was no stipulation as to at- tendance. The contest was open to all and the story was repeatedly given in the news- papers. Growing Up Adding to the free matinee stunt, the Rialto Theatre, Richmond, Va., offered free admissions to all kids to Paramountown and several school kits to the boys and girls to make the best signs reading "We are go- ing on a trip through Paramount Land at the Rialto." There was no parade, but ban- ners had to be worn to the theatre—and the kiddies came from all parts of the city. Get it? .■1 Fox Release THIS LOBBY DISPLAY ON THE FAST MAIL IS A WONDER It was planned for the Blackstone Theatre, Pittsburgh. The back painting is a double tunnel in entrance with the box office in between. Crossing signs are scat- tered about the lobby and there is a train above the tunnel which should have been in motion.