Sparrows (United Artists) (1926)

An Exploitation Stunt That Scores Handsomely A DRAWING CONTEST A Mary Pickford drawing contest can be of tremendous value to an engagement of “Sparrows.” The invariable success with which such con¬ tests have been conducted, with Mary Pickford as the subject, testifies to her popularity and guides the theatre manager into adopting a similar sure boost for the-box office. - To organize a Mary Pickford drawing contest it is preferable to conduct it through the schools, on a large scale, and well in advance. The bigger and more thorough, the better. Also if possible, tie up with a newspaper on the stunt. The ideal way to conduct such a contest is outlined below: a. Arrange with the schools for participation by all intermediate drawing classes. b. Distribute the copy from which the contestants are to work. (Either a character portrait cover of the “Sparrows” herald, or 5x7 portraits of Miss Pickford from Stern Photo Adv. Co., N. Y.) c. Principal or drawing master of each school to choose ten best freehand drawings to represent his school. d. A committee of artists and officials to choose from all these the ten best for the whole city. e. A display of all competing drawings in the lobby of the the¬ atre. This should culminate during the first days of the engagement of “Sparrows.” f. A theatre party for those contestants whose drawings were admitted to the finals. * The manager should organize a contest about three weeks before the play date, and distribute a folder containing the rules of the contest (a large fine screen half-tone cut of Miss Pickford may be printed in it as copy for the contest). The rules should be elastic as to whether pen and ink, pencil, or water colors or crayons be used. However, each drawing should be of a uniform size, say 8 by 10 inches. The drawing teacher of each class is to O. K. the work of pupils to insure that it is authentic freehand work. Pupils undertaking to do color should be reminded in the rules that Miss Pick- ford’s hair is a golden yellow, and that her eyes are hazel, and not blue. In the manager’s judgment, the contest may be advertised as being of interest to Miss Pickford herself. The manager may also undertake to hold the prize winning drawings to send to Miss Pickford, at the Pickford- Fairbanks studio, Los Angeles. The best period for cashing in on such a contest is to have the contest wind up just before a vacation week in the schools, and have the picture running during the vacation week. Atmospheric Prologues Fine opportunities are offered for atmospheric prologues. The natural beauty of the swamp country in “Sparrows” will suggest woodland scenes. Here are a number of prologues. Some of them may be combined for larger houses. No. 1 —Swamp scene with hanging moss. Nine children, made up to resemble the swamp babies in “Sparrows” take part. A baby is tied on the back of one. A program of singing and dancing, perhaps with adults in costumes of “hill billies” joining with the children. Typical rural melodies nmg- be featured. No. 2 —A dock; boat enters and children come ashore to give spirited program of numbers. At close all enter boat again and it moves off stage with children waving “good-bye.” No. 3—Farmyard, with tumbledown shacks, farmer, wife, son and the children giving numbers. Might have children enter in old wagon drawn by skinny horse. Feature farm songs and dances. No. A —Typical southern home, with children dressed in their old- fashioned Sunday best, and southern characters in adult roles. Program of southern songs and dances. You could conduct a “sing” with the audi¬ ence joining. No. 5—For small houses, woodland drop, and program offered by children, local talent in specialties. Have children dressed in old clothes. The nature of these prologues also offers a chance for the use of trick animals, particularly those of the barnyard variety. THE GRAUMAN PRELUDE The following Sid Grauman prelude for Mary Pickford in “Spar¬ rows” was put on at the Egyptian Theatre, Hollywood: Set in full stage was the barn attic scene. A girl representing the heroine, “Mama Mollie,” sang a soprano solo, “The Slumber Boat,” surrounded by a half dozen children dressed as in the photoplay. At the conclusion of the solo the show went into the picture.