The Moving picture world (November 1922-December 1922)

558 MOVING PICTURE WORLD December 9. 1922 A Goldxoyn Release. A WINDOW DISPLAY WITH BOTH DIGNITY AND PUNCH It is a phonograph hook-up on "Remembrance," with old songt on phonograph records, and was designed by the Academy Theatre, Lynchburg, W. Va. A few records bearing the titles shown might help the effect if attached to the back cloth. Split With School to Get Big Special Manager Accrossinni, of the Academy Theatre, Lynchburg, Va., gave special impetus to his special matinee on "Sherlock Holmes." He ^ave a special showing to pupils at ten o'clock one morning, the schools excusing the children that they might attend. The tickets were sold at the regular price of twenty-five cents, of which the house donated fifteen cents to the school funds. Each teacher sold her class the tickets, and the school turned in ten cents to the house, retaining its share. You can work this more easily than you probably imagine. Give it a trial. Most live principals recognize the value of filmed classics and still more keenly appreciate additions to the school funds which are not provided for by the Board of Education. Mr. Accrossinni did not have time to work up many window displays, but he did land a book store on Doyle's works and a phonograph store on the old time songs. For the latter he made an unusual display, as shown on this page. CrandalVs Windows Set Big New Record Milton Crandall, who is pervading the South in the interests of Mrs. Castle in "Slim Shoulders," got two of the prettiest window displays we have seen to put over the Slim Shoulders Fashion Promenade at the Rialto Theatre, San Antonio. He hooked local clothing merchants to a ten page hook-up, which brought him about half a page a day for the entire week before the run, and he persuaded the leading store to devote three of their windows to the attraction. One was a straight clothes display, but the other two take all records. One shows the lobby of the Paris Opera with its lavish decorations faithfully reproduced; a brilliant background to a display of new styles. The other, slightly less elaborate, but not less striking, shows a scene at the French Vechy springs. In this six figures were used. Cuts cannot do justice to the vivid coloring, but they can convey some idea of the pretentious display, and the store found that the extra cost of careful painting was well worth while in the added interest taken in the display; an interest which was capitalized in sales. Original Lithos for 'The Old Homestead'' When Major Holloway, of the Rialto Theatre, Columbus, Ga., started in to put over "The Old Homestead," he played in luck. One of the oldest inhabitants proudly displayed to him two of the old one-sheet lithographs used for the Denman Thompson production some thirty years ago. Holloway had them glazed for lobby displays and then got two newspaper writeups on the antiques. They attracted more attention than all of the rest of his lobby. To part of his mailing list he sent slips reading "Can you keep a secret?" and running on "We will give you time to think it over and in tomorrow's mail you will receive the information." This left the reader in a receptive frame of mind for the next day's card, which announced the four day engagement and added : "It's got to be a good one to play four days. We know it will do better each day." The attention value of the teaser was strong enough to justify the double postage cost. The rest of the mail list received a well arranged postcard. His best side stunt was a tieup with a paint store to urge repainting "The Old Homestead," the store displaying a miniature house six feet wide by four high and about three feet in depth, done in compo board and brightly painted. The slogan was "It doesn't cost much to brighten up 'The Old Homestead' with Blank's Paint." Don't forget the midnight matinee on New Year's Eve. It means immediate m.oney and if you spend a little extra to whoop it up, it means an advertisement that will help for a year. A Bodhinson Release MILT CRANDALL PUTS OVER ONE OF THE PRETTIEST WINDOW DISPLAYS ON RECORD Working for Irene Castle in "Slim Shoulders" and the Castle Fashion Promenade, he got these handsome displays. On the right is seen the grand foyer of the Opera House, Paris, while the other shows a supposed scene at Vichy, where the continental fashionables go to show and see the styles. Full sized wax figures were used in the displays, which attracted unusual attention.