The Moving picture world (March 1923-April 1923)

April 28, 1923 MOVING PICTURE WORLD 927 .1 Pnramoniit Release THREE CHEERS FOR THE GOOD OLD RED, WHITE AND BLUE Frank J. Miller, of the Modjeska Theatre, Augusta, Ga., figured that the tricolor was the best display for "My American Wife," so he put Gloria on a shield and ran streamers of crepe paper over to the borders of the frame. Noisy? Yes. Good? You bet. Hooked a Bank Being always willing to take extra advertising if he does not have to pay for it, Herschel Stuart sold a bank on Mr. Billings Spends His Dinu". He sent his press agent over to the National Bank of Commerce with a cut and an idea. The bank took both. It put the cut into a display which started, 'Mr. Billings saysy 'I bought romance with my dime, but it's safer to put your dimes to work.' "Mr. Billings Spends His Dime is the name of a five-reel motiori picture. There may be thrills in the way of a spendthrift, even at ten cents a throw, but no lasting benefits are procurable with the dimes you have already spent. The moral, of course, is that you turn them over to the bank and watch them grow. That's the plot of the story. See if you can write the second chapter. P^SSy Impersonators Beat Child Chaplins Not since the idea of the child Chaplin impersonator idea was new — and that is some years ago, has an impersonation contest brought such results as enabled H. E. Ellison, of the Princess Theatre, Denver, to make a two-reel Century Comedy, The Kid Reporter, a greater attraction than the longer feature. With the aid of Al G. Birch, his publicity man, and T. B. McCormick, Universalist, he planned a prize contest for the best impersonation of Baby Peggy, the tiny star of the comedy. Instead of just announcing the affair, the trio worked it into a stunt which brought a parade requiring two hours and twenty minutes to pass the judges' stand, and had the crowds lined up on the sidewalk for several hours in pretty mean weather. Impersonation Not Limited The impersonation was not limited to Peggy in The Kid Reporter, but to any character in her numerous plays, which gave a greater variety to the turnout as the picture of the prize winners will show. This gave it a decided advantage over the Chaplin or the Coogan idea, where the costumes are all more or less along the same lines. The little Universal star has been seen in such a variety of roles that there was all sorts of chance for dressing up, and the parade was of real interest. Not only did the theatre offer a set of prizes totaling $150, but each child was given a bo.x of candy by a leading confectioner, and a children's store, with a haircutting annex, offered to give any contestant a Baby Peggy haircut free during certain hours, and some 300 children showed up at these times, affording a special ballyhoo for several days running. It was good advertising for the haircutting department and even better for the theatre. This stunt could have been slapped on and have given good results, but a little more care in putting it over made it a real sensation ; as important as an official municipal event, and took it completely out of the ballyhoo class. If you try the stunt, you can perhaps hook a photographer to the idea of giving each prize winner a picture of herself — enabling him to sell the doting parents a dozen or so at his regular prices. It will help swell the offer at no additional cost. Three Sheet Cutouts Top the Still Frames Cutouts from the three sheets of The White Flower gave C. W. Irvin, of the Imperial Theatre, Columbia, S. C, something different for his still frames. The idea seems to be new, and it is to be commended where the picture will build up on the title. NEW STILL DESIGNS He made several of these for his lobby, with a banner showing her as the native dancer above the entrance, and he used the surf board as the dancer. There was a revival on during the engagement, and revivals are plain poison to the theatres in the South, but Mr. Irvin did the best week's business he has had in some time, with this picture. A Universal Release BABY PEGGY CONTEST GETS ALL DENVER EXCITED An impersonation parade requires more than two hours to pass and gets wonderful advertising for the Century comedy, "The Kid Reporter." On the left Marjorie Lu. Russell, winner of the first prize