Universal Weekly (1922)

Vol. 16, No. 20 Universal Weekly 35 tation Around New York For ia in "UNDER TWO FLAGS" Bottom (left, other page)-— An 11 luminated Cut-Out Made an Effective Lobby Display at the Stone Theatre, Brooklyn. A Bottom (right, other page)—-A Sign Made Up entirely of Cigarettes Was One of Mr. Mangins Stunts of the Arena Theatre, New York. A Bottom (this page)— Entrance of the Arena Theatre, New York, During Showing of "Under Two Flags." "U NDER TWO FLAGS," the big Universal-Jewel production starring Priscilla Dean, is setting the high mark for exploitation in Greater New York because of the confidence exhibitors have in the great drawing power of both the star and the story. It is believed that no other film ever produced by any company has had the benefit of as much actual exhibitor exploitation as "Under Two Flags." Joe Weil, the new exploitation manager of the Big U Film Exchange, New York, states that at least thirty different exhibitors in the metropolitan territory are actually using exploitation stunts and special lobby displays on "Under Two Flags" each week. The song tie-up with Shapiro-Bernstein Company on "Cigarette," and the book tie-up with Grosset & Dunlap, the publishers of "Under Two Flags," is working out successfully in hundreds of theatres and in neighboring music stores and book shops. The nature of the picture lends itself admirably to attractive lobby decoration. At the Albemarle Theatre, Brooklyn, one of the most beautiful houses in the country, Manager Cohen depended on simplicity for the desired effect. Using a number of giant French and British flags to drape the marble pillars he greatly heightened the effect of a solitary six sheet cut out in the exact centre of the huge entrance. A baby spotlight was focussed on the cutout from the ticket office in front, making it stand out in bold relief. Word-of-mouth advertising brought very satisfactory business to the Albemarle. Manager C. Mangini of the Arena Theatre, New York, used a novel Priscilla Dean sign made up entirely of cigarettes as part of his lobby display. An Arab on horseback distributed cards announcing the showing several days in advance of the opening. The Stone Theatre, Brooklyn, prepared a special illuminated lobby display which showed Priscilla Dean on horseback with a very pretty sunrise effect in the background. The entire front of the house was gaily decorated with flags of all nations. Narrow snipes with an arrow pointing toward the theatre and the words "This way to see Priscilla Dean in 'Under Two Flags' were pa. ted on curbstones at regular intervals for an area of a half mile about the Stone. Mr. Rinzler, owner of the Stone, was well pleased with the results of his work. The Clinton Theatre, New York, Manager Philip Dion, ran the picture five days to S. R. 0. business at every performance. An Arab distributed personal visiting cards of Priscilla Dean on the back of which was scribbled a note announcing: her picture at the Clinton. A week before the showing Dion placed a mysterious frame, covered with muslin on the inside of his lobby. A little hole was left for the curiosity seeker. A sign over it read. "Don't look!" As a result everyone did look and read of the coming of Priscilla Dean. The above are but a few of the many cases of extra exhibitor work to put the picture over. "Under Two Flags" has not as yet received a single adverse criticism from any exhibitor who has played it. On the contrary, the reports of the box-office are all of the most flattering character.