The Moving picture world (September 1923-October 1923)

336 MOVING PICTURE WORLD September 22, 1923 m a REAL MON^ WHAT HAPPlME« *OULD L/sec/ German Marks for a Broadway Run Hutting Don't Marry for Money into the Central Theatre, New York, for a Broadway showing, German, Austrian and Russian paper money was used to get attention to the title, the uselesness of the paper issues being employed to give point to the title with such lines as "This is real money, but would you marry for it?" or "what happiness would it bring you?" Three girls who' passed out heralds along the stretch of Broadway near the house were also decorated with the same depreciated currency. It all served to get attention to the attraction through the novelty of the idea, and helped business. Marks are not as easy to get as their lessened value would suggest since the freight on them is more than the money is worth, but you can get some if you send to New York, and they have been worked with success on several money titles other than the Weber and North release. A Weber and North Release THESE THREE DRESSES COST MILLIONS But the millions at'a marks and crowns and rubles, all guaranteed genuine, but worth about ten cents a quart and getting cheaper all the time. It advertised "Don't Marry for Money" at the Central Theatre for the Broadway run of that production Free Silk Socks for Trilby Feet Ray Coffin, press representative for Richard Walton Tully, blew into town and helped Harry Watts, of Omaha, put over Trilby at the Rialto. Coffin used to exploit in that town before they too ; him out to the coast, so he felt right at home. One good stunt was car cards on all motor buses. They were put on the backs of the drivers' seats, facing the passengers. Nothing new to that, but this was the first time out in Omaha, and it got almost as much attention as a plastered pulpit. Gordon Bennett, one of the finest artists in a picture theatre, did the cards, which tells that they were really good. The story was serialized in advance in a local paper, and a hosiery company gave you a pair of silk stockings free if your feet happened to take the same size as Andree Lafayette's. Specially made for you, too, ac cording to the wording on the sign at the lobby registry. Then Coffin, as a resident ot Hollywood, got himself invited to talk on the radio and he told them a lot about the film colony and much more about Trilby, and he wor.<ed a brand new angle in laundry inserts and shirt cards. He remembered that Trilby worked in a laundry. The library used bookmarks and Miss Lafayette was supposed to make a personal contribution to eacli pet newspaper charitv. Watts did not complain because Coffin butted in. He seemed to like it. The best opening since the summer set in. A Simple Excuse Several newspaper hook-ups have been worked on The Dangerous Age, though the title does not appear to be designed for hook-up use, but the simplest was worked from a suggestion ot Clare Appel, Canadian exploiteer for First National. He gave John V. Ward, of the Allen Theatre, Stratford, Ont., the thought that the dangerous age was when people stopped buying from the local merchants Local merchants felt the same way about it, and a very useful page was the result. Gets a $75 Banner for a Few Passes Things just fall into the laps of some people where others have to get out and dig. One of the best sellers on Penrod and Sam at the Empire Theatre, Montgomery, Ala., was a 20 by 4 foot banner on the public square, which H. C. Farley pays for with a few passes to the owners of the building. It is seen by practically everyone in town and all visitors and about the best location in the place. And the other day Mr. Farley learned that the owners had refused $75 a month for the space for a permanent painted sign. They like the passes and do not particularly need the money. They could get tickets with some of the money — but they wouldn't be passes. Cards on refreshment stands and the municipal swimming pool was about the only other effort needed. Back Again Playing Smilin' Through a year late, J. H. Stelling, of the Rex Theatre, Spartanburg. S. C., remembered what he had read, so he put over the production with a gate, with a cutout of Miss Talmadge standing back of the opening, banking in the cutout with potted plants and greenery. It worked just as well as it did last year— and the picture was just as well liked. A pale blue flood on the display helped not a little to increase the night effect. a~yourg=<=i raw TRILBY'S SIZE? J A Free Pair of P REELSILK 1 Guaranteed Hosierv il they are r 'niz A First Xational Release WE PROMISED WE WOULDN'T BUT THIS IS DIFFERENT We said we would not use another" Cinderella contest on Trilby, but this is stockings, you see. Out in Omaha if your foot was the same size as Andree Lafayette's, you got a pair of socks free. Just think of that! Silk ones, too