The Moving picture world (November 1922-December 1922)

December 30, 1922 MOVING PICTURE WORLD 859 A first National Kclcase ENLISTING THE MAYOR REVIVES A HACKNEYED STUNT First National Exhibitors hate to let go of an idea. Now they are pinning the old clothes stunt to "Oliver Twist." The Liberty Theatre, Kansas City, enlisted the aid of the mayor to give a new bounce to the timeworn idea. Max Doolittle Max Doolittle, a member of the exploitation staff of the Famous Players-Lasky, died at his home, 1179 Churchill avenue, St. Paul, Friday, December 15. Working out of the Minneapolis office through Minnesota and the Canadian territory, he contracted pneumonia some months ago and several times his life was despaired of, but he was gradually regaining his strength when an intestinal complication set in. Max Doolittle first came into prominence through his work in the Des Moines territory, and his work in obtaining from the local papers a stirring testimonial as to the value to the paper of the various theatre hook-ups was a signal aid to exploiters in all sections of the country, who were enabled to use these letters to convince their own publishers. He was an active and aggressive publicity man, inventing a number of the now standard stunts, including the automobile doorknob and the milk bottle card. For a few weeks he was brought into New York in an effort to put the Criterion Theatre into some semblance of life, but lacking the co-operation of his associates, he was again transferred to the field. Personally he was one of the most likable men in a business where an agreeable personality is almost a requisite, and he numbered his friends by the hundreds. He was married and is survived by his widow, but had no children. We feel a sense of personal loss in the passing of Max Doolittle, for he was one of the best of the clan, and his passing is a distinct loss to the industry. Made Patrons Laugh and Got Their Coin Roy Smart, of the Noble Theatre, Anniston, Ala., took advantage of the first cold snap, plus the coal shortage, to get out a novelty herald on Calvert's Valley. It was headed "This thrilling motion picture free" and went on to tell of the feature and the supporting reels then added that the pictures, the music and all of the comforts of the house were absolutely free, BUT — he was charging regular prices to keep his patrons warm for ninety minutes. The exact text reads : "But — we will charge you S-10-20 or 25 cents for keeping you warm for 90 minutes on this, the coldest day of winter, and that's cheaper than you can keep warm at home. Come down to the Noble and be comfortable while you enjoy the big picture program — absolutely free." Save that for a real cold snap. These stunts have a real KICK in them. They bring in the customers. Eighty Cent Lobby for **Buming Sands " Using the red and yellow bunting from "The Sheik" for "Burning Sands" enabled C. A. Crute, of the Lyric Theatre, Huntsville, Ala., to put the receipts up 30 per cent, on an investment of eighty cents. He changed the style of the drape, to gain a new effect, and burned a flasher sign in a pile of sand in the lobby, the letters showing only when the current was on. Cutout letters for the title, lighted with red, threw their glow upon the sand pile and helped the effect. This was the only lobby lighting. Special hand lettered cards were used for window work with a number of insert cards and all paper was posted a full week in advance. Two Printings A number of theatres are using a booklet with the rather unoriginal "What I Know About Women," this time by "Nero." It is stale stuff, but it seems always to get over. Most of these are four page cover and four pages white insert all blank except the cover and the house page. The Apollo, Indianapolis, prints the cover and the third cover page, which involves two printings, unless the cover is supplied ready printed by the Fox exchanges. It would be better to print the front and back covers and omit the inside pages. Fine Slab Front on ''Brawn of the North " Dignity combined with effectiveness characterizes the front used by C. R. Sullivan, of the Fair Theatre, Amarillo, Texas, on "Brawn of the North." This is built of slabs, with a window for the box office and four panels for the posters, also framed in slab. It is one of the best designs for a log front that we have ever reproduced. In the foreground is shown a chained wolf which is the mother of two wolfdogs very like "Strongheart." For some reason they do not show in the photograph, but they were chained to the curb on either side. They got a great deal of attention which was transferred to the picture, for the first instinctive act was to compare them with the posters shown on the front. Police dogs can be used where wolf dogs are not available, but it is better to cage them, for ■their own protection as well as that of the public. Changed the Design On the 24-shcet for "The Cowboy and the Lady" are these two characters in larger than life size. Clayton Tunstill, of the Rialto Theatre, Chickasha, Okla., cut them out for either side of the lobby and then ran r^al rope from the cowboy's hand to the neck t>i the lady, spelling out the title of the play in its transit across a backing board. It cost only $6. A First National Release MOTHER AND SONS WORK FOR "BRAWN OF THE NORTH," BUT— The two wolf dogs, ringers for Strongheart, were not included in the photograph for some reason. Thic simple y'et handsome front was conceived by C. R. Sullivan, of tbe Fair Theatre, Amarillo, Texas, for the First National release.