The Moving picture world (November 1922-December 1922)

656 MOVING PICTURE WORLD December 16, 1922 YOU HAVE HEARD OF AIRSHIPS, HERE'S A REAL ONE The Republic Theatre, Great Falls, S. C, made this craft for Harold Lloyd, in a "Sailor Made Man" and made it so light that they could hang it from the lobby arch, cut of the way of the crowds. A cutout of the star captains the craft. Boasts Again A sailljoat on a truck was used to advertise "The Sin Flood" at the BroadwayStrand Theatre, Detroit. The truck was bani\ered '"The Sin Flood is coming," and the house and date, and the sail liore the legend: "The flood will sweep over you." A man in the boat excitedly hoisted and lowered the sail, giving more action to the otherwise dead display. It might be well, where the truck moves slowly, to confine ail advertising to the sail, to make them watch for tlumessage. It is more apt to be impressed on the mind. Played Local Angle A local herald, dealing with tlic possibilities of a rise in the river, was also gotten out. This will prove a good stunt wherevci there is a sufficient body of water, and the reminiscence contest idea can be adapted to memories of past floods. K A New Tag Idea We have had the door knob and the auto card. Now comes Russell Moon with a variation. For the Palace Theatre, South Norwalk, Conn., he had 3,000 baggage tags printed up and then hung them to fence palings, the spikes in telegraph poles and anywhere else he could get them up, putting five to ten ni the same place, so they could be lifted and carried away. Most ot tne text was in type so small that the outstanding lines were "Boy Hung," "The Face in the Fog" and the house name and date. The text read; "Boy hung around his father's neck and begged for a ticket to sec 'The Face in the F''og' etc." It's elemental, but it sold many tickets, so it's good. Numbers Again The "21" gag, which had quite a run a few months ago, was dug up by the Kentucky Theatre, Lexington, and pinned to "The Artful Dodger" to help put over First National's "Oliver Twist." In the form used there were five rows of six figures deep, one each of ones, threes, fives, sevens and nines. The stunt, as usual, was to add \\\> any six numbers to total 21. Here Is It* Answer There are numerous ways of combining four of the figures to add twenty and the one is arrived at through a fraction as seven, three, nine and one make twenty and threethirds will give the desired 21. If you never tried the stunt and it is new in j'our town, you can get a lot of talk liy putting it on cards and passing around. A Display Idea for Music Window Sales New ideas for the display of plugger songs are rare. Most of them are simply stacks of the song displayed on racks or cards. The Majestic Theatre, Jackson, Mich., sends in son''' *^^r^^ tlio ten retit store. A First ^l.tlOl•(ll The Window Idea Eight or ten of the sheets of music artclipped at the bottom and then set together (.with more clips) in the form of a rosette. The centre is formed of a cutout from the title page. The idea is particularly useful where the supply is limited and a big flash must be made with a few copies. Must Be Good Kenneth O. Rcnaud of the Paramountcers dropped into Evanston, Wyo., and found 1. H. Harris, of the Strand Theatre, wondering how he could combat the election excitement. The town is too small for a news;;apcr, and Harris thought he could use something stronger than a throwaway. Renaud found an escajie artist who would ('o a suspended straiglit-jacket escape for $3, ;.nd Renaud put him to work, megaphoning a ballyhoo while the man worked. Renaud had carefully explained to the kinker that the longer it took the better it would be, oO it required eleven minutes. Renaud says the merchants locked their .-tores and followed their possible customers to see the show. .And the whole town was talking about the siraieht jacket — and "Burning Sands." A Paraviount Release THE FOYER DESIGN AND THE LOBBY ON "BURNING SANDS, " FROM OKLAHOMA CITY S. S. Wallace, Jr., started the foyer picture (on the left) two weeks before the showing, and the opening day used three cutouts in the lobby. Backed by an extensive billboard and newspaper campaign, and through references to "The Sheik," he built business up forty per cent, with little extra outlay.