The Moving picture world (March 1923-April 1923)

April 7, 1923 MOVING PICTURE WORLD 637 A Giggle Stunt for the Leather Pushers Getting a change from the "blind man" perambulator for The Leather Pushers, the Capitol Theatre, Superior, Wis., sent out a man whose head and shoulders were hidden by a sign announcing that he would see The Leather Pushers if he had to go in a barrel. They backed him up against a lobby three sheet to take his photograph, but mostly he worked on the street. burg, Fla., H. G. Griffin figured that to use the castle front for Robin Hood would carry the suggestion that Robin Hood was good, too, so he built it up again, and he did not even take the trouble to chop off the cutout of Miss Davies on the battlements. She might have been Maid Marian, and if she wasn't, certainly she did not look greatly out of place. He made cutouts of the Robin Hood players, with Friar Tuck doing a levitation act because he stood in back of the other man, but it looked all right, and you did not even notice the easel effects used to keep them up. You got more the general effect of the picture. The Plaza takes its name from the fact that it stands well back from the street, so tliere was plenty of room for the castle, which shows to better advantage than it would on a flat front. And here's the dirty work it did. Knighthood held the record up to then. Robin Hood doubled it. Probably Knighthood would have doubled on Doug had he been played first. That's the big idea. The first big production sold the second on association of idea through the use of the same front. That's the point to memorize. A Vnivei sul nelease THE BARREL BALLYHOO The stunt was cooked up by Roy McMinn, of the Capitol, and Universalist J. L. Morrisey, of Minneapolis, and it will work on any picture and costs so little that any house can shoot one out. This seems to be a straight sig^, but a three-sides affair with a peep hole would be even better. Reused Castle Was Good Selling Angle Because When Knighthood Was in Flower made good at the Plaza Theatre. St. Peters Esther the Poetess One of the clever exploitation stunts worked by C. B. C. on Temptation is a 22 by 29-inch card on which are mounted various articles supposed to connect with the title. These are such things as lipstick, perfume, rouge, a powder puff, a cigarette, a roulette wheel and poker chips. Each is represented in actual size or miniature, and is tagged with a clever couplet written by Esther Linder, the demon publicity huntress. A couple of the "poems" are : Once Omar sang "a jug of wine and thou." You're here — and so am I — but where's the wine gone now. This is topped by a miniature champagne bottle, while the rouge carries : Beware of the girl who resorts to paint. It makes her look like what she ain't. There are sixteen items on the card, along with pictures of the five featured players, and it makes a very attractive display for window or lobby work. A United Artist's Release PIPE MARION DAVIES CHEERING ROBIN HOOD The ca«tle w«» originally uied on Knighthood by the Plaza Theatre, St. Petertburg, FIju, but H. G. Griffin figured that it wotild work again, lo he moved it to Sherwood Forest with cutouti on trestle* to give it a tiyely appearance Chinese Exploiter Has Brand New One This postcard-ticket for Way Down East at one of the Pekin theatres offers something absolutely new. Our friends to the west seem to be acquiring the idea very rapidly. This first cut shows the face of the card, printed in Chinese, with a message about the Griffith production. 01 B a: if i: H I (II tl! .« ff •« S >K «n fr t! 'jr «i a n m ffl. ii 1* «t fr a m m. -fm efi ifl »£ iS * S « » la S It tft T u it M « n « m ii « u »* a «■ ft m m s m a; It * SB Jl * ttfi fr: £* A United Artists Release THE FRONT VIEW To the right of the space for the address is a slip, numbered with a hand machine. Between this and the rule is a perforation, apparently made by a sewing machine. It certainly is not perforating rule. This is the coupon for a box. It is to be torn off and retained by the holder. At the bottom of the address space is a legend in English: "Please send this to your Chinese friend." The reverse of the card shows a scene of the rescue, and below, in English, is "Special ticket for four-seat box. Way Down East. $8.00 Chen Kwang Theatre." A United Artists Release THE BACK OF THE CARD The strip is torn off for the box and the rest mailed to some friend. It is a novel idea and we believe that it will work as well here. Ticket check can be done from the numbers, where the coupons are required for seating purposes, or the ticket can be taken at the door and the card, properly addressed, mailed by the house. It's a wow. Mull over it a while. Did His Stuff Free There is more than one way to get free ads. A. L. Snell offered to take part in a local minstrel show if they would let hini tell the audience about When Knighthood Was in Flower. He sang a song, told stories until he had them falling off the chairs, and then told what a wonderful picture he had coming to the Imperial Theatre, the same being in Gadsden, Ala. They actually gave him an encore, but he was nice about it and told more stories instead ui repeating about the film. Another oddity was pasting a lot of blank half sheets all over town. These were then painted up "Do you remember — " adding one word of the title each midnight until he achieved the full "Do you remember When Knighthood Was in Flower?" Just a few little kinks like that and he did better than double business. "Two dayi^ too.