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January 20, 1923
EXHIBITORS HERALD
47
NOTHER ITEM in the Colonial exloitation for Paramount's "The Old [omestead."
portnrial enterprise in its sphere. If you did -ite h. it is a no less great story and you should proud of it.
The idea is plainly a good one for use with the :ture. As showmen are displaying willingness go to great lengths in the interests of the atiction it undoubtedly will be widely adopted.
W. R. W.
tats Bulk of Exploitation Expense Bill
The bill for the exploitation of Paraount's "The Old Homestead" at the iviera theatre, Anderson, Ind., was conderable; but it didn't daunt Harry Van oy, manager. He ate most of it.
While that procedure isn't always racticable, Mr. Van Noy's letter is no ss interesting because of that fact.
HEATRE EDITOR. Exhibitors Herald. ear Sir:
.Under separate cover, photos oi ''The Id Homestead." Note the turkeys on ,e stumps on each side with hatchet j stump, also the cutout of Theodore oberts with lantern. Put electric light ;hind this lantern, shining through red ass, which made this show up fine. Dbby with pumpkins and corn shocks, ntern in place of lights. Am also enclosing the small house hich was on the sidewalk in front of .e theatre with cutout of Roberts with d letters on top reading "The Old omestead." This made them stop and ok. With the rail fence around the ses and house, this front was not very pensive, the only part that cost being e fence and turkeys. We will eat the turkeys, and then the ly cost will be the fence. We will n this fence later and so. all in all, we >t by with a grand business. A wonrful "picture to back up your exploita>n. Everyone liked this one.
Harry Van Xoy. Riviera theatre. Anderson. Ind.
+ + +
AR MR. VAX NOV:
A hen we stepped out of our accustomed sphere "tow "The Old Homestead" for this paper were quite sure we saw in it the great possi
lt,e*TOu worked upon, as well as the backing properties which you mention in your last line, went into extra space to inform the trade of picture s theatre fitness. It is accordingly
HARRY VAN NOY, Riviera theatre, Anderson, Ind., went to great expense in the exploitation of "The Old Homestead," as photographs show, but cut down the cost perceptibly by eating the most expensive items, the turkeys seen at either side of the lobby entrance. His letter givis details.
"THE OLD HOMESTEAD*' in miniature was placed at the curb line and fittingly framed in good old fashioned rail fence. The fence is mentioned in Mr. Van Noy's letter as the second most costly item, though he doesn't give the origin of the log cabin. The picture, he states, is an excellent one to back up its exploitation.