The Moving picture world (September 1923-October 1923)

October 27, 1923 MOVING PICTURE WORLD 717 Stars Sold Stars for E. B. Roberts E. B. Roberts, of the Majestic Theatre, Austin, Texas, used festoons of stars to sell Hollywood, offering considerably more than the seventy that Paramount announces. A large banner was fringed with colored paper, and there was a star eight feet across to which was pasted cutouts of favorites from used lithographs, eighteen being employed. For his advance work he put a 24-sheet in the lobby, which was large enough to take it in comfortably, and he worked up a lot of excitement with the scrap book contest outlined by the exploitation department of the Theatre's department. This was the offer of prizes for the best kept scrap books of picture players, which included a display of the books in a store window. Mr. Roberts tied up the local paper for a load of free space and augmented this with a cut up puzzle contest on the side. He got the most kick out of the scrap book scheme, which is a Lem Stewart idea and not, we believe, carried in the general press book. Most fans carry some sort of scrap book and with a suitable prize you can bring out a wealth of exploitation material. Bright Shawl Lobby Somewhat Different Backing a strong newspaper campaign with a special lobby display brought B. B. Garner, of the Casino Theatre, Lakeland, Fla., a nice increase in business. He credits it with a 25 per cent, boost. The structure suggests that it has been used for Knighthood or Robin Hood or some of the Hood family, but the ovals give a new effect and a brightly colored shawl draped below the box office window adds a further touch of color. The photograph is too much of one color to give the idea its proper value, but we are reproducing it that the general effect may be gained, for it offers a number of good ideas. You cannot see, for instance, that a sloping red tiled roof has been painted to the top of the stone work, nor do you get the emphasis of the colors of the shawl. Perhaps you cannot even note that the shawl is draped below the window instead of the A Paramount Release THERE WERE MORE THAN SEVENTY STARS IN ROBERTS' HOLLYWOOD He advertised only seventy, but he showed a lot more than that in a flashy scheme based on a big banner. The large star in the center is eight feet across and carries cutouts from old lithographs. The fringe on the banner is cut paper. stiff and formal overhead draping that many would be tempted to follow. Mr. Garner's wide lobby gives him plenty of room and he is not slow to take advantage of his opportunities. Donated They Do Come Back Don't laugh. Honest and true, the once despised The Mistress of the World is doing so well as a twelve part serial that Eli M. Orowitz was commissioned to get out special booklets for the Philadelphia territory, and the picture is going over with a bang. It was a riot when they showed it at the Rialto and Rivoli about a year ago, but it was the wrong sort of a riot from the box office angle. In its proper setting as a serial with two-reel chapters it is getting in the coin. Originally it was 80,000 feet and the present 24,000 represent the cream of that footage. The chief trouble with the story in its five reel form was that it was too long. In two reels each it is found more acceptable. Down through Texas the fact that Mary Philbin, of The Merry-GoRound was elected the winner of the Elks' beauty contest at one national convention has been made one of the exploitation angles. Most lodges have contributed their mailing lists, but Fort Worth went further and gave 2000 letter heads on which to advertise a special Elks' Day at the Palace Theatre. The convention was that of 1920, but a little thing like three years does not worry an exploiteer. Just That Changing the house front lights to red was all George Brown of the Imperial Theatre, Charlotte, N. C, required to get betterthan usual business on Red Lights. The lights were so red that the people came running to see where the fire was and so long as they were there, they went on in. WITH Richard Barthelmess WITH BorofttqOisti A First National Release THIS PHOTOGRAPH DOES NOT SHOW THE BRIGHT SHAWL VERY PLAINLY, BUT IT'S THERE It is draped to the left of the box office opening, but it has too nearly the color value of the backing to show up as it did in the actual lobby of the Casino Theatre, Lakeland, Fla. This is the first display we have had from B. B. Garner since Florida began to cool off, but from now on we hope he will be more regular in his reports, as he has a lot of good ideas.