The Moving picture world (November 1922-December 1922)

168 MOVING PI C T U KE WORLD November 11. 1022 Press Book Scheme Is a Space Winner Judging from the reports already in, ont; of the press book schemes on "Remembrance" is going to prove a hog for space. This is the stunt which appeals to the remembrances of the old timers. Some local paper is hooked to a Remembrance Contest, in which two or more questions are stated each day as "Do you remember when the first street car ran over the tracks on Broadway?" A small cash prize to the best responses to the set and smaller ticket prizes to others, kept the interest at fever heat for about a week. This looks like one of the best ideas since Max Doolittle invented the Big Moment Contest down in Des Moines. If you get the picture, lay for this idea and plant the scheme on the paper ten days ahead. If you don't play Goldwyn's, wait for an appropriate title. Jazzed Icicles Snow lobbies are coming up to their winter layoff, but Harry Azine, of the Lyric Theatre, Duluth, found a new angle. He was playing Buster Keaton in "The Frozen North," and he draped his marquise with icicles. The diflference was that his icicles were red and blue and green and purple, and the house looked like a dye factory after a fire in zero weather. Naturally it got attention, which was precisely what Azine was looking for. He also used an Eskimo in a parka and panama hat, with a woman's parasol and a palm leaf fan. Old stuff, but it seemed to tickle Duluth. A Big Smash Most managers are well content with a broken house record, but A. J. Moreau, of the Palace Theatre, Arctic, R. I., claims that he broke all records for his section with "Blood and Sand." That covers a lot more ground. He used the "no bull" stunt, which is especially appropriate for a bullfight picture and a special "Blood and Sand" edition of the local paper, using the regular newspaper head. .4 First National Re'^ase OLD IN NEW YORK. BUT A KNOCKOUT IN YONKERS Yonkers is adjacent to New York and New York i* "next" to Yonkers. They sent the favorite Broadway ballyhoo up there to tell about "Hurricane's Gal" at the Hamilton Theatre, and the crowd tells something of the hit he made Hyman Made Exploit on Safety Campaign Eddie Hyman played "The Man Who Played God" the week New York was pulling off a police safety week campaign and he went to it with hands, feet and toe-nails. A local minister addressed several public school assemblies on safety — and the picture, and there was a little matter of 200 banners carried in a parade of Brooklyn school children, not to mention a tie-up to the leading Brooklyn paper. The newspaper feature — a "Help Others" column, proved so successful that the paper is going to run it along for a time as a regular feature. Eddie does comparatively little exploitation, but when he does get busy he does something. Goodwill Stuff Sid Lawrence, a former First National" exploitation man, was promoted to the management of the Isis Theatre, Grand Rapids. Just as he came into the new job a local store was celebrating its fiftieth anniversary and making a lot of noise about it. Lawrence promptly ran an advertisement congratulating the store and tying in the First National attractions, which not only enabled him to ride on the big noise, but which paves the way for later store tie-ups. This was the stunt which first gained the late Frank Montgomery a foothold in Jacksonville. He ran a page of appreciation of the local stock star, and they knew from his appreciation of her that he must know enough about good acting to be able to provide it on his screen. That was ten years back, but the stunt is still good. Those old-time tried stunts still need a lot of beating. 5^0 A First Notional Rc x-ase A STRIKING WINDOW SHEET FROM THE NEW GARRICK THEATRE, DULUTH, ON THE "MASQUERADER" The house prints its own sheets, as recently told, and made the First National design the basis for an idea more striking, because of its shape, than most of the paper gotten out with this block. The sheet is three feet long by fourteen inches wide much longer than the average paper of this width and therefore better planned to get the attention of the passer-by. It is used for window and wall work