The Moving picture world (November 1922-December 1922)

564 MOVING PICTURE WORLD December 9. 1922 Beat the Original on 'Tharaoh'' Poster Herschel Stuart, of the Missouri Theatre, St. Louis, has been pulling some good ones since he took hold of the house, but this one-sheet in three colors for "The Loves of Pharaoh" tops the lot. WTTILLYOn A Goldiinin Release A GOOD EXAMPLE OF STRAIGHT ACCESSORY ADVERTISING Two painted banners and the typical cut-out from the six sheet were all needed to make a dignified and selling lobby front for the Empire Theatre, Syracuse. always necessary to load the lobby down to get attention. It is not Gave Added Value to Toy Train Run Oscar White, of the Rex Theatre Sumter, S. C, used a toy train in the lobby for ine Fast Mail." ^ , , ^ -ks \\r\.u^ So have scores of others, but Mr. White went beyond the main idea. Sumter is rejoicing over a brand new "white way ; an illuminated area in the business section. Mr. White made his station a miniature of the local station of the A. C. L. and used small bulbs to reproduce the white way. 1 he result was that his display had many times the value of the usual landscape; and even that is one of the best pullers we know ol. Above the table he placed a picture of the steeplechase and the card below gave the "leaving time" of the train, and added that there was not a dull minute on the entire trip. , After this give the local touch to your train display and you will thank Mr. White. This also makes possible an earlier repeat on the idea. Twisted Treasure Using the old treasure hunt, the Circle 1 heatre, Indianapolis, combined with the Times to give it a new angle. Presents and passes were announced, and clues given as to the locations, but the treasure hunter was reminded that "East Is West." Also north was south and south was north and west was east. If you were told to go west and then turn south, you went east and turned north if you were to achieve your quest. It would be better to use the reversed directions and simply stress the title of the play, leaving the wise ones to guess the rest. Then if the search lags you can, if necessary, add the remainder of the direction. But give the wiser ones first chance to get the cryptic niessa^M Stuart's Poster It is better, we think, than the paper designed for Paramount — and that was by no means poor. Herschel is making a noise like a hustler and it is a long-continued sound .tikI not an intermittent series of yawps. Having already dressed his lobby men and ushers in Spanish costumes to help advertise "Blood and Sand," it cost Tom Clemnions, of the Tivoli Theatre, Beaumont, Texas, nothing extra to send them out ahead of the Armistice Day parade, distributing heralds. It helped the parade and it meant a lot to the theatre. Novel Lobby Helped **The Eternal Flame Because "The Eternal 'Flame" opened on a Monday at the Palace Theatre, Maryville, Tenn., and the house was closed Sunday, J. H. Everett put out his lobby after the Saturday night show. This was a built-in lobby of compo board '.vith only one opening, facing the box office. The front was painted to give the castle effect, and a wrought-iron lantern was placed above the opening. . ,. , , Back of the false front the electric lights •were cut off with the exception of one vivid red lamp above the box office. All of the other inside illumination was from candles. People wondered, and then went in to see. A hit was made by inviting the French class in the public school to attend the opening performance, because the play dealt with life in France. This got good verbal advertising, both from the pleased pupils and because the stunt was unusual. Mr. Everett spent only $20 and more than doubled his business. A furumintnl K(_.4nsr THE BEST WINDOW DISPLAY USED FOR "BURNING SANDS" It was planned by H. B. Clarke, of the Majestic Theatre, Memphis. All of the material in the foreground was borrowed from a toy shop for a few passes. If the hill were made a ground piece with light effects behind, it would be even better.