The Moving picture world (September 1923-October 1923)

September 15, 1923 MOVING PICTURE WORLD 249 Worked Many Angles to Help Three Ages George A. McDermit, of the Rialto Theatre, Macon, Ga., found a lot to do when he started in to talk about Three Ages. He hooked all the soda bars to the Buster Keaton Frozen Face Frappe. This was an orangeade frapped with a sprig of mint and served with fresh mint and a cherry. Of course the advice was added to see Buster in Three Ages at the Rialto. Three days before the opening, Mr. McDermit came back with slides reading "Have you tried a Buster Keaton Frozen Face, Frappe? They are as good as Three Ages." A clothing store was given a painting of the star as a Roman Gladiator, and added that its clothing had stood the test of three ages and that the Keaton comedy had enough laughs for Three Ages. A sporting goods store was glad to get a painting of the first golf game as a center for a display of clubs and fixings, and McDermit was so fortunate as to get a card on the bulletin board of the country club stating that Buster Keaton could be seen in the first round of golf in Three Ages. Keaton hats were offered children at the opening matinee with 348 present and accounted for in place of the usual 30 or 40, and the hats were joke prizes at the business luncheon clubs that week. Naturally business was good. Overseas Exploit for New York Run One of the most novel exploitation schemes to date is being worked by Fred V. Greene, Jr., in charge of the exploitation for The Hunchback of Notre Dame, at the Astor Theatre, New York. He has prepared an unusually artistic eight page booklet on the big feature, with an imprint for the New York presentation. Supplies of these booklets have been sent the Universal offices in London, Paris, Copenhagen and Rio Janeiro, and a copy of the booklet will be put into the hands of every first class passenger sailing for New York from those ports. The booklet is of a class to command the interest of the recipient. It will be held for the beauty of the half tones, and it will sell incoming passengers on the trip across. A Jumping Cutout Jumped Receipts Here is an idea that brought in an extra $50 in receipts to the Modieska Theatre, Augusta, Ga. It cost only $5. Frank J. Miller, manager of theatres for Paramount, made a cutout from the 24sheet and mounted it from the arch with piano wire so fine that it could not easiJy be seen. Below he placed a stock lattice, giving the effect of a leap over the barrier. Perhaps it might help to use a couple of canary bird cage springs at the top, to permit more motion, or the cutout can be connected to an eccentric, where motion is desired, but Mr. Miller is to be credited with an unusual and clever use of the material, and he found that it paid him. Auto and Baby Coach Sold on the Contrast Frank J. Miller, of the Paramount theatres in Augusta, Ga., not only pulled an extra $200 on a stunt which cost nothing, but he has the names of other auto dealers who will be glad to loan him an automobile for his next stunt. They came and asked about it. The play was Poor Men's Wives, which was shown at the Modjeska, and the automobile towed the baby carriage around town with a. sign reading "Which car do you own?" After the streets had been worked, the car was taken into the lobby, with a similar card. There was more copy on this card, but it seems to be blue on white and did not photograph. It was a simple stunt, but it built up business, and around this time of year it is something to get anything like a crowd down south. Amateur Critics on Ashes of Vengeance Being perfectly willing to run a contest that will help circulation if it costs nothing, the New York Evening Mail is offering from $5 to $100 for the best constructive criticisms on Ashes of Vengeance, playing at the Apollo Theatre. The excuse is that the calloused film critics do not always get the best points of a play, and that the amateurs will probably prove more responsive. It is a neat way of suggesting that the best points should be played up. The objection to most of these criticism contests is that it engenders disparagement, since most novices suppose criticism to be a synonym for fault-finding. This scheme sends them into the theatre in a better frame of mind, so the stunt is cheap at the price, even exclusive of the publicity. Now that the season is underway, don't let it slump. If the business sags, have ANOTHER big week. MMB A Paramount Release JACK HOLT IS JUMPING INTO POPULARITY IN THE SOUTH This is an actual jump, staged in the lobby of the Modjeska Theatre, Augusta, Ga., by Frank J. Miller", manager of theatres in that city, for Paramount. The cutout from the 24sheet is hung from the arch by piano wire, but you can't see it