The Moving picture world (November 1922-December 1922)

260 MOVING PICTURE WORLD November 18, 1922 A Paramount Rrlr<isr A CLEVER UTILIZATION OF A CUTOUT ON "PINK GODS" Planned by Frank J. Miller, of Augusta, Ga. The background is replaced by translucent cloth, illuminated from behind, and the pink diamond is also back-lighted, as well as the jeweled ball above, which carries on the idea. Modjeska Theatre. This Looks Good Although the First Xational press story is lacking in detail, it suggests the germ of a good idea used by the Virginia theatre, Champaign, 111., for "The Bond Boy." It will be recalled that a shadow effect is strikingly used in the play. The Virginia used a three sheet cutout in a shadow box which swung to and fro, alternately coming into the rays of a spotlight and passing into the darkness on either side. Just how this was arranged is not told, but screens on either side will probably give the desired eflect and permit movement to augment the attention value of the cutout. line for he writes that they are opening the feature on Saturday now and that they like it so well most of the other San Francisco houses have followed suit. We believe that the Jensen & Von Herberg houses were the first to adopt the Saturday opening that they might get the two big days on the early part of the run and profit from the word of mouth advertising from the larger crowds. Did you ever think it over? It's a great scheme. Changed the Town When we were in San Francisco last summer we told Milt Samis, of the Roth & Partington houses, about the Saturday opening idea, in discussing the handicap of having to advertise two shows in the Saturday and Sunday editions. Milt evidently took the idea along up the A Cyclone Policy Out in Peoria. III., well removed from the cyclone belt, the Palace theatre took out a cyclone insurance policy because of the big blow in "The Old Homestead." They professed to be afraid that the wind would blow the house down. The agent made no charge for the policy; which was framed and exhibited with a tie-up card for the big wind in the picture. Make the insurance agent come in with a hook-up advertisement. Hyman Had Hook-up for ''Old Homestead" Of course, Brooklyn is not precisely New York. It is a part of the greater city, but the papers are not quite so hard boiled, but even at that a hook-up page is something to tie bouquets to, and Edward L. Hyman landed a hook-up page for real estate dealers. He ran out of real estate men before he ran out of space, but a dry goods store was glad to come in to remark that it could furnish the Old Homesteads once they were built, so the page was 100 per cent. Eddie paid for a generous centre space and was given a good play in the heading in return, the top strip reading, "See Denman Thompson's 'The Old Homestead' at the Brooklyn Mark Strand Theatre today and learn of the advantages and affections fostered by a good home." Below that the page was split, half going to the show and the remainder to a continuation of the home argument, the ribbon dropping two inches. This might not be much in a smaller place, but it counts in Brooklyn. Drumming Up Trade One of the music stores in Pittsburgh has a mechanical drum in which an electrical device replaces the sticks. The First National's Pittsburgh exploiter tied the store to copies of the plugger song for "The Eternal Flame," stuck in a cutout of the branding scene and switched the juice into the drumming device. It was noisy, but seemingly efficient, though in general such exploitation will not attract the persons best able to enjoy a production of this nature. Shoed the Show Adapting a stunt from the plan book, the Capitol Theatre, New Bedford, Mass., took the "the old shoes pay for the new shoes" idea into the lobby. A bed was placed in the lobby and below was a pair of old shoes as shabby as could be found, alongside a pair of dainty new pumps. A sign on the footboard told the line, with a suggestion that the play be witnessed to see how it was done. The phonograph hook-up was employed as well as the "Remembrance" contest, the latter proving very popular with the newspaper readers. A Universal Release THE LOBBY DISPLAY AND A WINDOW ON "THE STORM" FROM THE STRAND THEATRE, MEMPHIS The displays were planned by H. B. Clarke, who got the window for three weeks for this attraction and ran on the single display. The lobby was made to match the window and so capitalize the earlier display. Evidently it did, for the picture played to a strong business throughout the week.