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44
EXHIBITORS HERALD
June 17. 1922
WHEN "Polly of the Follies" was exhibited at the Kinema it was given prominence in an unusual sidewall board erected above an exit stair which leads to the cab stand. There are a number of good lines in the board copy, all of which contribute force to the central display. "Park Your Cares," first reported to this department by Charles H. Ryan of Chicago and adopted by showmen everywhere, is especially applicable in this case.
THE Liberty theatre, Portland, Ore., exhibiting "The Seventh Day," accomplished another of its regularly recurrent "bests" by erecting the most striking titular announcement it has been our pleasure to report in many months. The photograph shows clearly the appearance and placement of the gigantic figure drawing atop the marquis. The lobby display beneath is also worthy of close attention, though somewhat over-shadowed by the more eloquent top piece. It's all good.
Follies" is reported. Recalling that the picture and title are intimately identified with the stage, it is obvious that a more admirable selection would have been made with difficulty if at all. The illustration gives sufficient detail to enable any industrious showman to adapt the suggestion.
AN extreme novelty in box office dressing was installed by the Beacham theatre at Orlando, Fla., in the interests of "Pay Day," the Chaplin comedy. Beaverboard was used, of course, but unusual effect was imparted thereto by the coining of a synonym for box office which is faintly suggestive of the English term, pay box. For divers apparent reasons the arrangement is distinctive. And a comedy is advertised.
IT is not often that better foyer display that! that used by the Empire theatre at Syracuse, N. Y., for "Polly of the
Paramount Titles of Influence
Ever interesting controversy on the matter of titles as related to exploitation notwithstanding, one in close touch with theatre activities in this country must note that a great deal of the excellent advertising done by exhibitors in behalf of Paramount attractions is very closely identified with the titles thereof.
Several illustrative examples are
presented herewith.
k kOATURDAY NIGHT," the title of O a Cecil B. DcMille production, has been used in several cities as the basis for double trucks participated in by merchant advertisers to whom that evening is looked forward to as one of the biggest selling periods of the week. Along the same line, various cooperative endeavors have been conducted. The bath tub display in its many adaptations is well
known. The above illustration shows a window in White Plains, N. Y., where the picture was shown at the Strand theatre.
uX/TORAN of the Lady Letty." a title 1*1 that smacks of the briny deep and the supposedly romantic days of the sailing vessel's supremacy, moved the management of the Florence theatre, New York City, to have erected in the lobby the unquestionably attractive "painting" shown above. The word is quoted because the "painting" is in reality a cutout from stock paper neatly framed and toplighted. The power of suggestion exercised by the title induced this effort.
IN Sarnia. Ontario. Can., "Fool's Paradise" was utilized by the Imperial theatre in effecting an unusual window display agreement with a prominently