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46
K X II I 1! I TORS HER A L D
January 20, 192
Theatre Letters
Personal Accounts of Constructive Showmanship Contributed by Readers of "Exhibitors Herald"
GEORGE A. REA, Colonial theatre, Washington C. H., O., contributes his exploitation for the Christmas exhibition of Paramount's "The Old Homestead" in chapters. Add the above furniture store window display to the items previously published in these pages. Few exploitation stories will bear serial narration.
"SLIM SHOULDERS," Hodkinson, gave Mr. Rea opportunity to indulge his wellknown fondness for cutout lobby displays and yielded the results shown above. Mr. Rea's lobby is a 24-hour, 7-day worker for the Colonial box office, producing, he says, as much revenue in six days as he could get in a full week.
New Year's Ad Lists Program, "Sells" Price
Eugene Saunders, Saunders theatr Harvard, III., combined purposes in tr advertisement reproduced herewith, lis ing attractions for the early future an driving home in neat phraseology his and 20-cent admission scale.
To thoroughly sell an admission sea is to practically sell any attractic booked. Read the Italic announcemei at the top of Mr. Saunders' ad, and h letter.
(Illustrated on Page 48)
THEATRE EDITOR,
Exhibitors Herald. Dear Sir:
1 thought this a good advertiseme and thought I would send it in to yo Any criticism will be accepted by rr.
Eugene Saunders, Saunders theatre, Harvard, I
+ + +
DEAR MR. SAUNDERS:
When directly asked for criticism we alwa strive to assume our most technically critical p< and pick flaws, but you embarrass us. Your ba idea is excellent, your text well written, and yo balance perfect. This reduces us to type fac and a harsher critic might say you could ba been more uniform in that matter, but we would think much of the criticism.
In other words, it's a mighty good ad. timely a with a purpose, and we thank you for submitti it — W. R. W.
Press Boosts "Brawn of the North" Stur,
The really profitable stunts get in the papers. That's a goodly part of t reason why they are profitable.
Charles Lewis, Strand theatre, Altooi Pa., staged a dog stunt for First N tional's "Brawn of the North" which best described in Mr. Lewis' letter a the newspaper story the stunt prompt'
(Illustrated on Page 48)
THEATRE EDITOR,
Exhibitors Herald. Dear Sir:
Enclosed find clipping from local pai which will give you an idea of how aroused much enthusiasm on the op' ing day of our engagement of "Bra of the North."
Despite a few unruly canines, this > ploitation idea worked out wondertu and I think it was a big item in est; lishing a record day for us during mil! showing.
F. K. O'Kelly, Strand theatre, Altoona.
+ + + DEAR MR. O'KELLY:
We thought the story so good that we re duced it complete for illustration of your letter. ■ vou didn't write it yourself, it is a record