The Moving picture world (October 1922)

496 MOVING PICTURE WORLD October 7, 1922 Max Doolittle Is Convict Promoter Paraniounteers are supposed to help man- agers make money even when it may not be through the medium of Paramount pic- tures. More than once a Paramounteer has gone out of his way to put something over for a local house on the big proposition that the exhibitor was a Paramount patron and therefore entitled to all the help a Para- mounteer could give, but his job recently put Max Doolittle in the guise of agent for a bunch of bandits recently. Max was m Sioux Falls, lining them up for Paramount Week, when there was a jail delivery and capture. The Paramount Princess went out and got news pictures of the capture of the convicts and Max framed up this display in a 140 bv four to help get it over. This Exclusive Motion Pictures of CAPTURED CONVICTS — STUniW WatBMT — I %l KFJH \RK ABLE MOTION .„ Kto \\r«r. -Hfl RED BV » HOI R- ^ fONTIM Ol -t DRinNCOVRRMllTn CLOSE UPS OF PRISONERS illlll SRtlSII k ■•• ndmt 'HER GILDED CAGE" NO .\DVANCE IN PRICE 35c A. Paramount Release NEW PARAMOUNT STARS added three pretty hard-looking stars to his gallery, but he knew that the showing would help put over "Her Gilded Gage," and he went to it. Max missed a bet by not hook- J ^) as familiar as your own name - S*' '7 Whatever you m*r do .bout the r.nk .nd of * - J .ttr«liom. yoM -re oe^er enoufh to ml.. ^■^Lt^.y the Mlly import«nt one.; * picture lik« ihu. for tr inil^nce. Ih»l u .landaril. » •l«rlkiit and a. well I known .. tb« family BibI*; • .torr that look iYwUU • . IwwtT Ion*. Uborion. Te*rt »» P"** »w«Ne biff If relume., bot DOW. thaalt* to ibal marrel. (he mo- glrt^ tion picture, hu ben fuMsl into two hour, of • g|l nercr-lo-be-forffotten eBiormcnl. ^ D* • And «>. -* tak« kee'n plea.ure in offerins r MONTE CRISIO MI POPULAR prices/ mine ing the gilded cage to the steel cages. There was a fine chance to put the convicts in gilded cages, but Max had to work fast, while the film was drying, and he at least rolled a lot of extra money into the box office and helped confirm the management in the belief that Paramount pays profits. —P. T. A.— Smiling for Norma Working over an old scheme, the Apollo Theatre, Janesville, Wis., adapts the stunt originally used for "The Ten Dollar Raise" to "Smilin' Through." It hooked the local paper to a smile week with season tickets for one, two and three months for the prizes. These were to be awarded to the employes of any store included in the hook-up who possessed the most pleasant manners. Nine- teen advertisers, including two theatres, came into the stunt, and all of them took space in the paper to work the "Smilin' Through" slogan into their announcements. It gave a contest value to a hook-up page, aroused local interest and helped circula- tion. It is simple, and yet it is very effec- tive. —p. T. A.— Uses Same Copy for Two Week Run Jimquin is not actually engaged in man- agement now, but he hangs out around the headquarters of the West Coast Company, in Los Angeles, where his brother is one of the busiest bees in the hive, and when they had to put over "Monte Cristo" without very much help, they asked Jimquin to get busy. That was meat and drink to Jim, and he framed up a good selling copy in 140 lines by three, working in such cuts as he could rustle up, but selling chiefly on the appeal of the familiar title. It was not until the second week that he pulled a Jim- quin. The copy was pulling and he felt he could ride on it again, so he simply cray- oned "second week starting" across the face of the display and kept it running. For a third week he made a change in pace and reproduced a radio advertisement, clinging to the head of the Count for a sort of trade mark, and he produced a very readable advertisement, but we like best that second week idea, for a one time. It gives more emphasis to the holdover than could be gained from almost any other form of dis- play, and it is to be commended to osiers who hold over and who like their initial dis- play. —p. T. A.— Striking Design Obscures a Title Harry H. Kich, of the Ohio Theatre, In- dianoplis, sends in a sample of his advertis- ing for Mae Murray in the TifTany produc- tion of Mae Murray in "Broadway Rose" and wants to know what we think. This is 200 lines by four columns, rather deep for its width, but sized to give the best results with the figure of the star, and the picture of Miss Murray in a new dancing costume is always the best seller. Generally speak- ing it is well laid out, but in striping the panel to get a heavy effect, the title has been partly buried. This is not as hurtful in the case of Miss Murray as it might prove in case of most star^, for the pose is equiva- lent to the name, and you cannot overlook the pose, but we think the artist would have done a little better with a dark vignette backing running from the reverse base up to the circle, but shading oflf from there so that the head was against the white ground. Here the hair provides a relief and the head would show better against plain white than it does with the lined panel. White would then give the best possible display to the star and-her support. The reverse circle works well because it is large enough to get th.e lettering over, and although the title might have been raised a little, the "Broad- way" is too large to be lettered in for a much better display in the space. The white panel, with its type insert, refers to a special stunt for the opening and reads: "To our patrons. Monday matinee ws will say it with flowers. Every patron will be presented with a beautiful Broadway Rose." This is a good idea, though we have noted that most of the roses you find on Broad- as familiar as your own name - IT J BRETHRENfS A Fox Release JIMQUIN'S THREE DISPLAYS FOR A Hello..-Jt^toY-this iJ\HAJ. R.R.Y chtfyou hear H.V.R.R.y4. boi-ofiiij — All^mbra Theatre .-Jjai'// bett^)tn 7th iiiid Sth^ljrell •pular prices is noi^\ltt4he ird unavoidable vieelC\...is that lil^(ir?.l^hird unai)qi^^ ojNfi<«'epltv....y^s, Chit's wh^i the s<feeti-^iare decorated...JJ that's a^i.ihh is V.R.lt. Y boi-office A fhambfa obey that impuiseii^turte VRRY .0^\X\l.y> ^1 THREE WEEK RUN OF "MONTE CRISTO" AT THE ALHAMBRA, LOS ANGELES