The Moving picture world (November 1922-December 1922)

348 MOVING PICTURE WORLD November 25, 1922 The Curse of Drink Was Kick less Booze Gallagher, of the Haring and Blumenthal circuit ill tliat section of New Jersey adiacent to New York, but not a part of it, has been putting over "The Curse of Drink" through the hook-up with something known as "Angel Drink." A bar was fitted up in the lobby of each house wlien tlie film came along, and a very real looking barkeeper dispensed some sweet soft stufT. Maybe the angels like it, but West Hobokcn used to be noted for its beer joints m the old days, and has not yet been weaned. Still, it put the picture over. Another aid was running the cartoon series in one of the papers and offering small prizes for the best cantioiis. Then the series was reprinted with the statement that "The Curse of Drink" was the oflicial caption in each instance. Triple Mirror Is a Clever Device One of the distinctly novel lobby ideas to come to light lately is the triple mirror effect devised by A. B. Morrison, of Loew's Palace Theatre, Memphis, for "Pink Gods," but wh'ch can be adapted to any good title. The big idea in the original display was to set ofif the pink d'amoiids worn by the living model and supplied bv a local jeweler, who was given credit on the card which is set into tlie base of the display. Pink diamonds are also displayed on the shelf in front of the mirror, which is the usual dressing table glass with the central panel removed. This was backed by black velvet, with white valance. The model was replaced by a cutout in the dull hours. This was set into the cabinet invented by Mr. Morrison and which recently figured as Gloria Swaiison's gilded cage. It seems to be capable of almost any use. Morrison will be housing a live lion in it next. It is the handiest piece of lobby furniture we have ever seen. Patterning after Max Doolittle's Great Moment stunt, the Colonial theatre, Brockton, Mass., tied the Times to a "Happiest Recollection" contest, with tic' cts to "Remembrance" as the prizes and $.^5, split $20, $10 and $5 for the best stories submitted, it gave a lot of good human interest stuff, with a solid tic up for the house. An llji/v't unit hniort i,'i-lrnse THE BOTTLES ARE AS EMPTY AS THE CUSTOMERS The real saloon handed out only "Angel Drink" at the Rootevelt Theatre, Weit Hoboken. A drink to each patron, and the curse of drink wis having to lick up the soft stuff. The signs were used on the opposite side of the lobby, to balance Hook-up Lines for *^The Old Homestead A. R. Lyncli worked a cooperative page on "The Old Homestead," and perhaps his lines will help others. A butcher asked, "Would they kill the fatted calf were you to go back to "Tlie Old Homestead?'" then told about his meats, while a dry cleaner suggested : "When you go back to 'The Old Homestead" you want your clothes looking trim and neat." An awning maker told that "'The Old Homestead' is already supplied with our awnings, now let us supply your car," and the gas company suggested the ideal fuel for the old home, while a shoe repairer imparted the information that Reuben could be found at that establishment having his shoes half soled before he returned to "The Old Homestead." These lines will suggest others to make a good hook-up. Mr. Lynch used a cutout from the 24-sheet for his lobby, building up into a scene, and put out 2,000 heralds, getting a return of about 30 per cent, additional business. One good ti'indow is H'orth livo in poor location. Get ihr best. Special for Klan a Successful Failure OfTering a special performance for Klansmen was the way Albert B. Hill, of the Imperial Theatre, Jacksonville, Fla., helpe<l put over "One Clear Call." The special screening was played up, but the reporters were the only ones to come. They made more of a story about the lack of a crowd than they could have gotten had the Klan appeared. It was a stunt that would have worked either way. But the Klan did come, for there was a preponderance of men at most of the performances the opening day. Street riders were not used because of rain, but the lobby was done in white, with a huge crimson Klan emblem on the box office, and for the previous wee'< Mr. Hill used a shadow box below the screen. The light was placed close to the centre of a white screen, back of which were cutout horsemen of appropriate size. The illumination did not extend to the full width of the opening, which gave the effect of riders emerging from obscurity and being swallowed up into the dusk of the far side. Not all of the patrons caught the symbolism, but they all got the effect of the device. Silhouettes for the below-the-screen box is something to commend itself to others. A Paramount Ri lcuse A NOVEL DISPLAY IDEA ORIGINALLY USED ON PINK GODS This is a stunt devised by A. B. Morrison, of Loew's Palace Theatre, Memphis. The central mirror of a three gladd frame is removed and a live model occupies the window, a cutout being set in her place when she is absent Went to the Dogs To put over the Century comedy, "Just Dogs," Joseph F. McCurdy, of the Randolph Theatre, Chicago, put out 40,000 postcards. The card was good for one child under eleven at any matinee for the week and displayed a novel cartoon and good text for the story. McCurdy arranged to send five addressers to the License Bureau to address the cards to all dog owners in the territory on the proposition that they would most likely be interested in a comedy about dogs. It was a novel stunt, the more so because it was used to put over a short feature, but the comedy drew as much as the feature, because it was put over as well. Often a short subject can sell more than the feature if properly put over.