The Moving picture world (November 1922-December 1922)

December 9, 1922 MOVING PICTURE WORLD 555 Selling the Picture to the Public So EVES WINTHROP SARGENT Arthur E. Weld Gets Unusual Effects From an Oddly Designed Lobby Display SOMETHING new in exploitation is getting rare, but Arthur E. Weld, of the Strand Theatre, Waterloo, la., sends in a new effect and shows two uses for the same device. The chief oddity of Mr. Weld's idea is that the most attractive display is virtually hidden from the passerby, who must enter the lobby and either peep in or come before tlie box office to view the display. Generally the best front is turned toward the street. Here the better of the faces is toward the box office, though the exterior is in itself sufficiently attractive to get favorable attention. First on Norma The lattice was built for Norma Talmadge in "The Eternal Flame," and for this diamond shaped openings in the sides gave a view of the interior without requiring the curious to come all the way around. Within was a shrine effect, with a red compo board heart backing a lighted candle of white wax. A pair of ornamental lanterns were placed in the corners and pedestals right and left displayed flowers ; a beautiful rose for "Norma, the wife," and a wilted bloom for "Norma, the flirt." The card in the corner reads : "Is the Eternal Flame still burning in your heart?" Butterflies on invisible wires fluttered about the flame, moving at the slightest draft. Smaller butterflies were attached to the lattice. Then came "Grandma's Boy," and the same structure was completely changed to give a serious treatment to this theme. Weld searched the town for some old wall paper and managed to find some that had been in stock for so long that it was almost moth eaten. An old-fashioned what-not, loaded with the curios so dear to the heart back in the seventies, was placed in one corner and was balanced by a table with an oldfashioned album, stereoscope, knitting and a reading lamp. There was a comfortable looking old rocker and a rag carpet that showed wear. It might well have served as a setting for "The Old Homestead" or "The Old Nest." Holding a Record We believe that Mr. Weld holds the record for the most serious and careful treatment of a comedy picture, and the Lloyd production was put over as few comedies have been. The patrons realized that there must be something out of the ordinary to the picture to call for this extra care, and they entered the auditorium properly impressed. Mr. Weld has before this shown himself to be an adroit publicity man, but we think that these two displays mark a new high standard for him. They are decidedly good and out of the ordinary. "Old Homestead" Morality Campaign When "The Old Homestead" was due ia Longmount, Col., Rick Ricketson the Paramounteer, collaborated with the Isis Theatre in getting the town sold on a campaign to play up the "Old Homestead" idea. Merchants used the angle to plead with patrons to forsake the insidious mail-order houses, and the paper urged a return to the normal standards prevailing in "The Old Homestead." The paper offered a loving cup for the best dressed window depicting the crusade idea and the Isis offered $5 and ticket prizes for the best ideas to tie intO' the campaign. The night of the opening a minister preached a sermon on the theme and the Isis loaned him the house quartet to sing old home songs as a part of the service. No attempt was made to hide the advertising end. It was all frankly a town betterment movement for advertising purposes, but it seems to have accomplished some good to others than the shrewd advertiser, who sold the play to capacity. How About It? Oscar Kantner, Paramounteer, claims a record for having landed fourteen merchants for a tieup in thirty minutes. Can anyone beat an average of two minutes and eight seconds? Great Climate They say anything will grow in Southern California. Lately, at the Pasadena, they had a perambulating book for "The Masquerader." A few weeks later, in Los Angeles, it had grown from four feet into a six-foot book for Lorna Doone. It's a fine climate for growing things. Any Cali-^ fornian (southern) will tell you that. A First National Release ARTHUR E. WELD CAREFULLY GUARDED "THE ETERNAL FLAME" FROM ALL DRAFTS He made hit display in the lobby of the Strand Theatre, Waterloo, la., face the purchaser instead of the prospect. On the left is seen, the interior and on the right the display as it faced the spectator from the street. The diamond shaped apertures in the sides gaT» a view of the interior from the lobby. See the next page for another form. lii