The Moving picture world (May 1926-June 1926)

332 Moving Picture World May 22, 1926 Used Newspaper Pages for Classified Throwaway MP iff iff A M etro-Goldwyn Release THE HIGHEST POSSIBLE GRADE STORE WOULD TAKE THIS You don't have to make a merchandise hash to achieve window display. This won far more attention than other windows planned by the State theatre, Los Angeles, and yet it carried only a small card for Dance Madness. Walking Classified Helps Miss Qriffith The Capitol Theatre, Calgary, is several hundred from being the first to tie Corinne Griffith's "Classified" to the classified pages of a local paper, but Mr. Egan seems to have been the first to have used a walking classified department. of the newspaper page, one side of which is shown in the cut. The other side was a blurb for "The Albertan." No names were printed to indicate ticket winners. Instead a small classified advertisement was used daily to tell of Classified and the first sharp-eyed person to locate this and turn it over to the perambulator was handed a $5 hill. A Strong Drive Wins for Behind the Front Appreciating the value of a real comedy, J. H. Stelling put on extra hustle lor "Behind the Front." He did pretty nearly everything but spent a lot of money at the Plaza Theatre, Asheville, N. C. The Friday before the opening a special screening was held for all War Mothers, Legion officials, patients at the Veterans' Hospital and the press, and this brought a wealth of oral advertising as well as splendid newspaper write-ups. Supplementing this, Mr. Stelling put the ushers into army uniforms with a disc instead of a war medal, the discs reading : : " 'Behind the Front,' the Comedv Sensation of 1926." A useful item w-as a letter from a resident who had seen — and liked — the picture in New York. He urged his fellow townsmen to see it. This was used both for the lobby and in newspaper work, and backed up Mr. Stelhng's own assurances of excellence. A banner on the post office corner supplemented a truck with two sixes and a three, with some extra 24-sheets on the boards. In the lobby the box office was protected by a sandbag barricade fashioned into a machine gun nest, with a real machine gun. The box office, itself, was framed up with canvas painted to suggest the trenches. This was not painted on flats, but hung loosely, giving a much better effect. Cutouts from the three and 24-sheets were used, with a pair of banners in a V from the box office, the whole being lighted by concealed spots. The result was a new record for the first day and the best single day. 1 ''u^\fatottMs CORINNE GRIFFITH THE YEAR'S GREATEST ! Human Interest Photoplay CLASSIFIED «w^*ii-,fc«»_i^M-„._r„-.l,c,fc^w jagg; The " Classified " Advertising jiaSSS^^ J AlAUGH-ATtAft-AKAJrT THROt EVM* 3USMD — " T.,. Starting TODAY. DEC. 17, Sg3 JD.v. ': ■ " '■ Only \= «,^,*^-Ln) A First National Release THE NEWSPAPER POSTER Tying up to "The Albertan," he put out a man in a white cloth dress suit to which pages of the classified department were attached. He gave out throwaways the size ./ First National Release A VERY EFFECTIVE SHADOW BOX ON HER SISTER FROM PARIS This was used by Guy O. Kenimer, of the Arcade theatre, Jacksonville. The lighting is from above and below the miniature stage. To help along the names-in-the-classified stunt was used to gain free publicity.