The Moving picture world (September 1923-October 1923)

738 MOVING PICTURE WORLD October 27, 1923 A Paramount Release HERE IS THE GERM OF A GOOD IDEA FOR HOLLYWOOD , Thi» was worked by the Caring Theatre, Columbia, S. C, and is supposed to represent the entrance to the Lasky lot. It could have been made more convincing with a few signs, but it sold the picture to the best business in two years, so never mind. Fake Studio Gate Aid to Hollywood Getting the best last three days business in nearly two years was the contribution of the Garing Theatre, Columbia, S. C, to the history of Hollywood. For the first time the lobby was completely built in, and this was enough of a novelty to get a lot attention. H. B. Clarke offered his idea<45f the entrance to the Lasky lot at Hollywood, but a few signs would have helped a lot. Such notices as "No extras needed today" and a sign over the entrance would have added to the general effect. In connection with the play a fake picture troupe was put out; a policeman and tramp who were vociferously "directed" by a man with a megaphone. Eventually the policeman chased the tramp into a store or office building and up to the roof, in accordance with the shouted directions. With the crowd looking up at the roof to see the duo appear, full publicity was given a banner dropped from the roof and telling about the play. Several banners were planted in the business district and the little comedy was repeated at each point during the lunch hour, with the result that all of the workers and most of the shoppers knew of the coming of the play. Decorative Display Cost But 4 Passes Getting a highly efficient lobby display from an investment of four passes was the stunt of the T. & D. Theatre, Watsonville, Calif. The passes were for the loan of a gilt oval frame into which was set a press sheet picture of Barthelmess. The shawl was a loan without a pass attachment, and the drape and swords came from the property room. Flanked by brass insert frames the display was one of unusual appeal suggestive of the class of the play. In the photograph the flash lamp is reflected in the glass of the frame, which reduces the effect of the illustration some what, but you can get the general effect, and you can keep it in mind against use for this or some other picture. Now and then an artistic display of this sort will give a better than usual story a wonderful boost. Questions Patrons to Gain Interest Frank L. Browne, of the Liberty Theatre, Long Beach, Calif., put over Andree Lafayette by means of a questionaire post card in an edition of 10.000. The questions were: "Who is Andree Lafayette? What film company is she with? Is she blonde or brunette? What is the name of the picture in which she is starred? When is she to play at the Liberty Theatre? How many persons will pay to see her the first day?" If you didn't know you called up the Liberty, the telephone number thoughtfully being provided. Mr. Browne undertook to answer all but the last question. That had him guessing until the opening, though his estimate that the number would be determined by the capacity came close enough to be the truth. Mr. Browne was one of the first to adopt the questionnaire style and he uses it frequently because he finds that it is one of the best ways to engage the interest of the reader. Small prizes are used for rewards for the best replies to stimulate interest, but this is not really necessary. The desire to know it all is inherent, and people really will ask if they do not know, even if they realize that they are falling into an advertising trap. Fordham's Cards Valued by B. P. O. E. When the State Convention of the Pennsylvania Elks was held in Erie, Pa., recently, Thomas J. Fordham, of the Strand Theatre, wanted to hook in. He got Red Lights even before New York saw it, for he figured that with visitors from all over the State he was not safe in playing even a first run. Then he got out a card in purple on white, the Elk colors, which read : This is to certify that was in Erie, Pa., during the Annual State convention of the B. P. O. E. and witnessed a showing of Red Lights at Rowland and Clark's Strand Theatre These were filled in with the name of the recipient by the desk clerks at the Elks Club House and the hotel headquarters. Somehow it was whispered around that if you wanted to be on the real inside and see even those things that were denied the generality of visitors, you needed one of these cards. As a result everyone had one and was running around trying to find out just where they gave their special value. Everyone was in a holiday frame of mind and the laugh was hugely enjoyed. A. First National Release THIS RICH DESIGN FOR THE BRIGHT SHAWL COST FOUR PASSES For that the T. & D. Theatre, Watsonville, Cal., borrowed the oval frame. The shawl was a free loan and the swords were from the prop room, as was the drape, but in the lobby it made an effect that was far in advance of the usual lobby displays.