The Moving picture world (September 1923-October 1923)

September 1, 1923 Mail Box Hanger Is the Newest Device Before we tell you about the new mail box hanger invented by the Whitman Bennett staff for their Vitagraph released picture; Loyal Lives, we want to warn you that it is a federal offense to put advertising on a U. S. mail box. Now ta e a look at the hanger for Loyal Lives. You will note that it is a card that rests on top of the box. The second illustration will show you that it clings lovingly to the lamp post. The stock is 14 by 18 inches. A Vitagraph Release THE MAIL BOX HANGER You will also notice that there is a space for a private mailing card address. The plot of the story is that you want to mail the card to yourself, but it is too large to go inside, the box and naturally you put it on top, folding it around the post. Then you go to the post office and tel! how the picture is a glorification of the postal service and ask the mail collectors to have a heart and not be in too darned much of a hurry to rush the matter to the post office. Meanwhile it stands there a piece of stamped and addressed mail, and for one cent each the Central Theatre, a Broadway MOVING PICTURE WORL house in New York, had the signs up for a day and even the police could not touch them when it was explained that it was mail matter. It will not work so well on other pictures, but it is a pretty little thing for a picture hoo'.dng to the letter carriers. ES ition of NOW _J E</> u p >■ \&A £ w Ixi_, * \ a ^^-5 A Yitagrath Release THE CARD IN POSITION In New York the cards were in place for the better part of a day, and no other location had half the display value. Just how it will wor.< on other plays than Loyal Lives remains to be seen. Better talk with your postmaster first. Now we have the doorknob, the radiator cap hanger and the milk bottle hanger together with the mail box. Who will offer the next contribution? Got Big Standout on Window Display One of the best stunts worked by Blank's Des Moines Theatre on The Spoilers was a window display in a luggage shop. The store was where most of the town had to pass and with its panoramic background it got more attention than a circus parade. The drop showed an inviting Alaskan scene, which must have been a grateful sight to dwellers in the corn belt these hot days, and in front were two displays. On one side was the meagre equipment of the pioneer and on the right the wardrobe trunk, satchel, handbag and gun case that the modern traveler can pack in. One card told of the early days and a second drew the contrast with the present condition. The third was for the Hampton production at the theatre. More spectacular, though possibly less pulling, was an announcement of the big fight scenes directly above the ring at a local prize finht. 47 False Wishers Are Sign Painting Help When Cliff Denham, of the Roval Victoria Theatre, Victoria, B. C. played Fury, he used the painting of a ship. It helped not a little to sell the idea of the picture, and it made an effective lobby display. After the run he sent it to the storehouse. End of first chapter. .1 First NettUMUU licleasr. THE SECOND TIMER When he booked in The Isle of Lost Ships, he remembered how well the painting had looked in the lobby. He dug it out, painted in a new ocean, threw in a couple more ships, altered the title and saved both time and paint. End of second chapter. Probably to be continued. MORAL Save 'cm. Just as Good You would think that when Edward Trinz. of the Elite Theatre. Waukegan, sent out a ballyhoo for Three Wise Fools that he would have used three clowns, but he didn't. He used only one clown, and he sold just as many tickets as though he had used three men, and he saved the wages of the" other two. . TQ /\1 / Turn KLY LUGGAGE 0 ALASKA HOW A (Joluivi/ikrVusmopoiitan SOMETHING NEW IN A WINDOW HOOK-UP THAT WAS WORKED ON THE SPOILERS IN DES MOINES Against a painted back a contrast was drawn between the pick and .hovel and blanket roll of pioneer day. and the modern equipment of the present-day traveler. One side of the panorama is lettered To Alaska Then and the other To Alaska Now One card cries for each of the sections and the third conveys the information that the picture may be seen at the Des Moines Theatre. The first advertisement is painted on the window and not part of the display.