The Moving picture world (November 1925-December 1925)

November 7, 1925 MOVING PICTURE WORLD 77 Texas Trail Drivers Revive the Pony Express Texas Pioneers to Aid Pony Express The Old Trail Drivtrs' Association, of Texas, which nobly came to the aid of North of 36 last season, is arranging a reunion at which a drive will be started for funds with which to erect a monument to the old trail drivers. One of the exploitation stunts will be a revival of the pony express, one rider going from Galveston to Houston and San Antonio while a second will make the run from Dallas, via Fort Worth, Waco and Austin to San Antonio. Motion pictures will be made along the routes and shown at the convention, later being turned over to the Ladies' Auxiliary to be used in the drive. Paramount's The Pony Express has been tied into the stunt, with Paramount doing the local filming, and the picture is riding publicity in the seven large newspapers of the state as well as in a string of nearly 5,000 smaller papers served by the Western Newspaper Union. This stunt will help put the picture over all through the Southwest with a single intensive drive, for the interest in the Association is more than State-wide. Curtis Dunham, Paramounteer, and John J. Friedl, of the Palace Theatre, Dallas, put the deal over; one of the biggest hooks Claude Saunders' hustlers have made. For Classified Ads Varying the telephone number or name in the classified ads stunt,. John J. Friedl, of the Palace Theatre, Dallas, Texas, put over a new one with the help of Raymond B. Jones, his publicity accumulator. The name of Sally was sunk in a large number of classified ads. You had to ring these and bring the sheet to the newspaper oflice. The contestants ringing the largest number of names received ticket prizes. This sounds simple enough, but with a large number of advertisements it was not as easy as it looked and few caught them all. A Par aw OH nt Release AN EXCEPTIONALLY GOOD HANDLING OF THE MANICURE GIRL It's the same old stunt of a lobby manicure girl on The Manicure Girl, but William S. Wilder, of the Nova Theatre, Norfolk, Va., made a real "production" in one comer of his lobby. The card and advertisement paid the cost of the girl. Rode Rex When he played Black Cyclone, Charles R. Hammerslough, of the Broadway Theatre, Newburgh, N, Y., put out a spirited, blajck horse, ridden by a skilled horseman. The effect was so good that many believed the horse to be Rex himself. He backed this with a distribution of 3,000 of the booklet heralds from the Pathe Exchaiige. Taking advantage of the publicity the News-Scimetar was giving a local exponent of the Charleston, George E. Brown, of Loew's Palace Theatre, Memphis, put her in his bill with The Coast of Folly and got his September opening over to better receipts than the season warranted. Ties Shoe Brands to Paramount Play Leon J. Bamberger, of Claude Saunders' exploitation department of Paramount, has effected a tie-up with two shoe concerns on The Trouble With Wives. You may recall that this very bright little comedy deals with a shoe manufacturer, his wife, his pretty designer and a blundering friend, hence the shoe hook-up. The F. Mayer Boot and Shoe Company, of Milwaukee, is suggesting that "The Trouble With Wives is improper footwear," and is supplying its dealers with window cards in red and black, with the cut of a shoe and ankle. It is also supplying a two-column ad mat and will give one pair of Martha Washington shoes for a prize for any contest a theatre may originate. The Thomas G. Plant Company, of Boston, making the Queen Quality and Dorothy Dodd shoes, is less liberal with prize shoes, but is sending out a pair of handsome cards, each with a scene from the play. All you have to do is to ask your local dealer about the idea when you have the picture coming. A Fox Release HERE'S ANOTHER ORIGINAL IRON HORSE ON PARADE The C P Huntington, the Southern Pacific's old timer, was mounted on a float and Daraded as a feature of the Diamond Jubilee of San Francisco. It was drawn by a Lam of forty horses. Note the numeral under the headlight. The picture was at the St. Francis in its third week. A Don Q Whip For the New York run of Don Q, a mechanical sign with a whip lash was the marquise attractor. Charles H. Amos, of the Carolina Theatre, Greenville, S. C, got much the same effect with less cost. He mounted a cutout from the 24-sheet on the top of the house, using the figure of Don Q and the whip. The lash of the latter was cut out and replaced with translucent material and backed by flashers, with the result that at night the lash seemed to be flickering through the air. A spot was used to illuminate the rest of the figure.