The Moving picture world (November 1925-December 1925)

466 MOVING PICTURE iVORLD Decemher 5, 1925 Larmour Sells Lobby Display for a Big Write-up .i First Xational Release A LAVISH DISPLAY OF STILLS ON THE WHITE MONKEY This is the front of the Capitol Theatre, Seattle, using about 50 stills and a novel stage effect just below the box office. The shelf of the latter carried cutouts of Miss La Marr and the monkey. Clergy Endorse Fox^s Thank You That heading suggests press agent stuff, but the hig idea is that you can do it, too, especially if you can tell your local clergy what was done in Chicago for the opening of Thank You at the Madison Theatre. A preview was given at the house and Rev. John Charles Knox was so impressed that he aslced permission to show the picture in his church to such of the clergy as had been unable to attend. Naturally he was given every assistance, and this second showing brought out more ministers than did the first. Rev. H. W. Morton ran an appreciation in his contribution to the Sunday Tribune and Mr. Knox broadcast a chat over the American's wireless. If it hits the Chicago ministers, you should be able to do something with it in your home town. The title was worked into a paster with "Now showing" above and "Monroe Theatre" below the title, the paster being circular. More than one thousand taxis carried the pasters, and many stores lined up. For the stores there was also a larger sign reading "Every week is thank you week here. Our employees always say Thank You." Several hundred stores, including two chains, permitted these 13x1,^ cards to be affixed to their windows. This was all a part of a "Thank You Week" drives, though weeks are a bit threadbare these days. Wholesaled Generally the rotogravure sheet on a picture is used as a newspaper supplement onljin the small towns, but J. \'. Carney, of the Rialto Theatre, Washington, landed a run of 60,000 on the Sunday Herald. This is pretty close to a record order. Another paper, the Times, was hooked to a ghost story contest, apropos of phantoms in general. A big general campaign brought a satisfying box office report. Still Packs ^Em Apparently arguing that The Trouble With Wives was clothes. Barry Burke, of the Palace Theatre. Dallas, Texas, incited his publicity star, Raymond B. Jones to stage a fashion show in connection with that Paramount. They put on a show that made standing room the scarcest thing there was and spent very little extra monej' to get the capacity business, the hooked in store doing the production and most of the advertising. The show was in four parts and consisted of street costumes, silks, evening gowns and wraps, each in an appropriate setting. Several shoe and hosiery stores were tied to the hook-up cards arranged by the home office, and for these Jones contributed additional window displays. Are you making your plans for a Christmas Kiddie Treat? Lobby Building Qets Write-up M. W. Larmour, of the National Theatre, Graham, Texas, sends in a quarter column write up on a lobby display for Sally. It seems that he built a shadow box about 14 feet by 5 and 14 inches deep, showing Sally dancing on a soap bubble. The editor of the newspaper happened by and stopped to look at the dancing figure. Finally he asked Mr. Larmour if the releasing company sent the motor as well as the display figure. He was surprised to learn that the displays were made by the house, and he went over to the office and wrote up the story, adding that Mr. Larmour would be grateful for suggestions. Then he went back and helped Mr. Larmour build a display for The Lucky Devil, a miniature race track with moving cars. Mr. Larmour says that he is going to take his crew into the lobby and build his display there, so the people can become interested. Probably he has forgotten that others have done that stunt, as we have reported, but it's always good, and if you want to beat the toy train for display, try using the lobby for a workshop some morning. But what is really new is the suggestion that Mr. Larmour will appreciate tips. First thing he knows he'll have the entire town helping, and that's very practical publicity. Graham may not be a metropolis, but Mr. Larmour measures up to big city standards. A Pointer Guy Kenimer, of the Arcade Theatre, Jacksonville, got a cutout of Tom Meighan into a drug store window because the lithograph shows him with a pointing finger. The figure was used to direct attention to a sign and to a general display of cosmetics, but the pointing hand can be used for any merchandise and will get you a window with a minimum of sales argument. I'lu-rcrsai Hrlcascs THIS STUNT WORKS FOR TWO TITLES IN CHICAGO It was supposed to be the car Reginal Denny used for tryouts before he made California Straight Ahead, but it was a red car and so, of course a "Phantom Red" and that advertised Mary Philbin and Phantom of the Opera in the lobby of the Randolph Theatre, Chicago, lately.