The Moving picture world (November 1925-December 1925)

470 MOVING PICTURE WORLD December 5, 1925 How a Parisian Theatre Put Over Dr* Jack Vreshman Stunts From Many Cities Most of the advertising for Harold Lloyd's latest comedy has been tied into the football season, for it was not without reason that the picture was held for release until the football season was about to open. One of the favorite stunts has been to advertise with football schedules carrying announcement of The Freshman on the reverse. Rowland & Clark put out 25,000 of these in Pittsburgh for three of their houses, the Liberty, State and Blackstone. They also used a "driverless" Ford, gaudily striped in camouflage style. The car carried a number of horns attached to the exhaust, and these were blown in an apparently mysterious fashion. The car also shot water and confetti from the radiator. In Los Angeles thousands of toy balloons were released from the roof of the Daily News building by Joybana Rowland, Lloyd's leading woman. Some had passes tied to the strings, but most were just balloons. Heavily advertised by the newspaper, this was a knockout stunt. In Worcester, Mass., the famous Holy Cross football team attended a performance at the Olympia Theatre, and in Memphis the local advertisers collaborated in a full page in the roto section of the Commercial-Appeal. The picture played Loew's Palace. In Chicago the American was tied to an essay contest with 100 prizes for the best stories oj\ the greatest thrill enjoyed by the writer in a football contest or at a game. Leslie Whelan, of the Lloyd staff, engineered a number of these stunts. He is a Saunders graduate. For a Co'Op Using a double truck on The Iron Horse, the Palace Theatre, Racine, Wis., supplied each advertisement with the picture of a former president of the United States with the query: ""Can you name the presidents since The Iron Horse?" Thirty passes were awarded the ones who came closest to the correct list. Mechanical Figure Made Into a Lloyd John X. Carroll of the Victory Theatre, Tampa., Fla., put over The Freshman with a number of windows, including one in a hardware store, which offered a display of sporting goods and football wear. The store had one of those mechanical figures which raise cards out of a box, the figure being that of a clown. Wire spectacles, a freshman cap, a sweater made the figure over into a very passable copy of Harold Lloyd. ANOTHER DISGUISE In a tailor's window he fixed up one of the wax figures to suggest Lloyd, as shown in the cut above. The text carries the advice to get into a new fall suit and see The Freshman at the Victory. The large head from the 24-sheet made a very striking lobby cutout. Double Posting George E. Brown posted like a circus for Don Q at the Palace Theatre, Memphis. He not only used twice as much paper, but he kept it up two weeks instead of one. He also increased his advertising in the newspapers in consideration of much more reading matter, and he put the Don over to all the house could stand. Faihe Ketcasc SOME OF THE STUNTS USED ON DR. JACK AT THE CAMEO THEATRE, PARIS The larger cut shows a novel ceiling decoration good for any Harold Lloyd play. All of the house people are dressed to ><'KKest the comedian. The advertising ffirls would not wear the Lloyd cheaters, but insisted upon the disguising smoked glasses. Un the right is seen the banner under the marquise, with the old and new schools of medicine. Dr. Jack uses a saxophone where the old doctor uses a hacksaw. Reginald Ford is getting the crowd.