The Moving picture world (November 1922-December 1922)

562 MOVING PICTURE \l O R L D Uecembcr 9, 1922 ers CHKibiMAd COIN 1 Aii-^tKb 1 itD UP TO CLIVE PAINTINGS This display is from Toronto and shows the possibilities of exploiting through window work with the Beauteboxes, put on the market to anticipate the demand for Christmas dainties. Beauteboxes Sell Paramount Play^ Tying the Clive paintings of Paramount stars to a new tin container, elaborately lithographed, has put the stars of that company into hundreds of windows for the Christmas season The name is the trade designation of a series of containers produced by means of a new process of lithography on tin. The boxes come in a variety of shapes, incliiding tobacco cannisters, jewel boxes, containers for candy and similar wares and for the toilet table. They are richly colored and tastefully designed and a window display of these will give a better result than a tieup with other merchant articles, since they are a direct hook-up and yet part of the wares of the store and not merely space users. As all of the portraits arc of the Paramount players, it makes a direct hookup, and the boxes are so attractive that the store can clean them out in quantity. Blowing It Up The Queen Theatre, somewhere, probably in Texas, where tliere are several houses of that title, sends in a baby's rattle with a bigtoned horn in the handle. Attached is a baggage tag for "The Five Dollar Baby" with tilt catchlinc "A rattling good show," which is decidedly apt. The rattles are inexpensive, but they get a laugh which is worth much more than they cost. The novelty came very carefully packed, but there was no "from" card on the address and the sender evidently trusted to the postmark telling the town, but the postmark was illegible and we are unable to give the proper credit and so can merely pass along the idea. with the result that he was haled into court on a charge of intoxication and was given thirty days. Of course, the papers hailed the story with delight and it made the front page for two days because it was so clearly not a fake. And the unpaid part of the ballyhoo was vastly more effective than the straight street work. Beall made a very effective use of the paper for the lobby, painting out the lettering on the lithos and extending the design. He is unusually clever with the brush and frequently repaints where he cannot get entire figures for his cutouts. For the well stunt he took the upper half of a picture of Roberts and painted in the legs to get a standing figure. White Mule Helped What A. O. Gill of O klahoma, calls "nulibin wine" put a simple ballyhoo into the front page class in Athens, Ga. The Palace Theatre picked up a tramp who looked pretty much li'<e von Stroheiin, washed him up, stowed him inir an old naval uniform and set him out to ballyhoo for "Foolish Wives." For a couple of days the perambulator did the streets with fine effect, but they gave him his money each niglit and he met up with a bootleg dealer in corn whiskey, Well Done The most effective single bit of work on the "Old Homestead" at the Imperial Theatre, Charlotte, N. C, was an old well with a card at the bottom. The well was a stock prop of one of the drama houses, moved over into the Imperial lobby and repainted. The announcement card was put on the floor inside the curb and Ray Beall writes that a surprisingly large number of persons read the card. It's old stuff, but well curb or barrel or box it never fails to capitalize curiosity. A I'ltaii'ilt^h Kdcasc AN EFFECTIVE HOOK-UP FOR "MY WILD IRISH ROSE" r."t-o..ts ard copies of the song were displayed in the window of Sherman Clay, Seattle, during the run of the picture at the Blue Mouse Theatre, and ictereit in the song and records was capitalized for the engagement of the picture. Burned the Lobby l"or "Tlie Storm" lobby, W. A. Doster, of tlie Strand Theatre, Montgomery, .Ma., umiI a silhouette forest of compo board extending almost across the lobby. Strips of yellow and red crepe paper, torn to represent tongue of flame, were pasted to the outlines and kept in motion with fans. Rid lamps on flasher sockets set behind tlie trees illuminated the paper and made a very good forest fire efTect. .\ cutout House Peters with the girl was placed in front of the trees and lighted with a spotlight. .\iiother stunt was a set of seven cards set in boxes with cutout lettering on red transparent paper. Flashers were placed in the boxes, which were then set in prominent downtown locations where current for the lamps could be obtained. These and the usual storm warnings made iness all that could be desired. 1,1 Papered for Paint W hen the Gem Theatre. HI Dorado. Kan.. p;aved "The Eternal Flame," it felt that it must be first cousin to the gas cornpany, so they borrowed the gas company|s window to reproduce the branding scene. The portable forge was constructed of a tin pan. tli< liasc of a music stand and a red e'ectne li'^ht concealed in some coal. Cutting out the three sheet gave the tableau figures. Hut the high light of the story is the t;ui that using wall paper instead of paint mi the decoration cost to forty cents. Get yourself a copy of Picture Theatre Advertising for a Christmas present. 'Voull I ke it.