Exhibitors Herald (Sep-Dec 1923)

December 22, 1923 EXHIBITORS HERALD 37 LETTERS TO "THE THEATRE to Camden during the past few years, none of which appear on the official map. Enough maps could probably be sold in Camden to pay the expense of a new one. Wins Without Press Book Non-arrival of the accustomed press book doesn't greatly disturb the really well informed and capable theatreman, as witness the following letter from Frank H. Burns, Beacham theatre, Orlando, Fla., illustrated on pages 39 and 40. THEATRE EDITOR, Exhibitors Herald.— "Flaming Youth" was rushed to us at the last minute to take the place of a cancelled special production, and with only a couple of days' notice it was put over to one of the finest business engagements the Beacham has had this season. Without even a press book we advertised this picture. Of course. I had heard of the book and had a general idea as to the film, but nothing definite. The first thing done was to get a series of teaser slides all with different jazzy copy. Later, when the press books arrived I did this all over again with small teaser newspaper ads, using the same style as is illustrated in the press book. Using a mat from the press book and some good copy. I made up some special dodgers and covered the town thoroughly with them. This was in place of heralds, which we did not have time to secure. By Saturday night before the opening Monday we had everyone watching and waiting for "Flaming Youth," through the above mediums and what little billboard and regular advertising we had time to get out. Our lobby display was a knockout, as can be seen by the enclosed picture. Dressed in bright colors the lobby was an eye catcher if there ever was one. with girls in wine glasses, nude women enclosed with screens, and flashy lettering. "Flaming Youth" is a wonderful box office attraction if advertised truthfully. It is not as bad as the book but peoole think it is eoing to be, so advertise it that way and they will come and the picture is good enough to send them away satisfied.— Frank H. Burns. Beacham theatre, Orlando. Fla. Picture Week Gets Results Results, not of the money kind but of a kind that means money and many other desirable things in the end, were obtained by seven theatres in Hamilton, O., cooperating in a "Go To Movies Week" conducted the week of November 19th. The Eagle, Jefferson, Jewel, Lyric, Palace, Regent and Rialto theatres worked together in the project. Fred S. Meyer, chairman of the Theatre Owners of Butler County, writes briefly of the week, contributing, however, specimens of the advertising done which constitute a working model for others who may undertake similar endeavors. These are reproduced on pages 36 and 38. THEATRE EDITOR, Exhibitors Herald.— Under separate cover I am forwarding you a bunch of newspapers, sending them in their entirety so you can look them over. I've tried to mark the varous articles. Hamilton's first "Go to Movies Week," prompted by National Motion Picture Day, has now passed into oblivion. Financially it meant nothing. Morally I think it put the industry on a bigger, better and higher plane than anything ever done in this direction heretofore. The enclosed letter went out to every merchant in town. — Fred S. Meyer, Palace theatre, Hamilton, O., Chairman, Theatre Owners of Butler County, O. Garner Joins The Circle Leo G. Garner, Columbia theatre, Bristol, Tenn., this week joins the circle of contributors to this department. His first letter follows, illustration appearing on page 39. THEATRE EDITOR, Exhibitors Herald.— I am enclosing a program used at the big football event in Bristol Thanksgiving Day; that between King College, the team that has made such an enviable record this year and last year, and Carson-Xewman, their strongest competitors. We furnished 5,000 of these heralds to the faculty, free, reserving the privilege of utilizing a part for our Columbia theatre. This stunt has proven very profitable and is the talk of the section. The writer has been in charge of the Columbia here since October 8 and makes it a point to exploit everv worthwhile picture we show. From time to time I am going to send you samples of our tie-ups, etc. — Leo G. Garner, Columbia theatre, Bristol, Tenn. Builds Front of Autumn Leaves T. W. Young, Jr., Dyersburg theatre Co., Inc., Dyersburg, Tenn., is another newcomer to these columns this week. His letter, which follows, is illustrated on page 39. THEATRE EDITOR, Exhibitors Her: ald. — I hand you herewith photograph of my lobby on "The Silent Partner." a Paramount production. This display consists of cut-outs, half-sheets painted by my sign writer, and the background which brings out the effect was built from Autumn foliage, as you will observe from the photograph. For your information, the person on the right is myself, with cap on, and the other, my publicity man and assistant manager. — T. W. Young. Jr., General Manager, Dyersburg Theatre Co., Inc., Dyersburg, Tenn. Here's a Real Meal Ticket Dave Morrison, Rex theatre, Greeley, Colo., writes succinctly of his highly meritorious "meal ticket'' used to get business and to provide a mailing list of best patrons, but supplies adequate illustrations, reproduced upon page 39. THEATRE EDITOR. Exhibitors Herald.— Am enclosing copy of half-page ad in the Greeley Daily Tribune, also card that is self-explanatory. This little stunt attracted a large number and now we have a mailing list of our best customers. — Dave Morrison, Rex theatre. Greeley. Colo. Cloakey Sends Stunt Chart O. D. Cloakey, Regent theatre, Ottawa, Ont., Can., submits the following chart of his campaign for "Merry Go Round." Like his "Strangers of the Night" campaign, it consists of 33 units. No letter accompanies it. 1. Private screening for prominent citizens. Letter of endorsement from Mayer Plant. Excerpts used from this letter in special herald printed for mailing list. 2. Teaser ad campaign used 10 days in advance of showing. 3. Advance bill-board space used. 4. Several tie-ups arranged with merchants for window displays with cards and photographs. 5. Six thousand heralds; 3,000 distributed in residential section following letter herald. 6. Extra newspaper advertising used. 7. Arranged mechanical window display of merry-go-round, ferris wheel, and dancing dolls with midway background. 8. Mechanical display used two weeks in advance, placed in different windows for three days each. 9. Tie-up with electric store, who arranged lighting for mechanical window display, with ca;ds in their window stating "The Donnelly Electric Company supplied the special lighting equipment for the 'Merry-Go-Round' display for the Regent theatre." 10. Tie-up with toy shop, which advertised "Mechanical dolls and toys for 'Merry-GoRound' display loaned by Bruce & Graham, Ltd." 11. Fifty special hand lettered window cards in store windows. 12. Arranged mirror merry-go-round on top of theatre marquee, with spots playing on same which reflected on street as wheels revolved, drawing attention to cat-out placed back of same and illuminated electric sign. 13. Arranged with A. J. Freiman, Ltd.. for their . Santa Claus to come down special chimney built on top of theatre. 14. Arranged with Freiman, Ltd., to donate 1.600 bags of candies and toy balloons to children for Saturdav morning show. Military band to escort Santa in cutter with toys to theatre from store. Special musical program and sine-song in addition to extra showing of "Merry-Go-Round." 15. Police called to keep crowd in line watching chimney stunt : also for morning show. Hundreds of children were turned away. 16. Santa Claus stunt used to boost business latter part of week, as well as being first to pull the Santa idea this season, in addition to getting extra publicitv (Freiman. Ltd., supplying everything gratis). 17. Placed guide signs at all corners of roads leading into Ottawa, with arrow pointing to citv with sign reading "All roads lead to the 'Merry-Go-Round' at the Regent." 18. Cotton awning signs used on main streets, tacked on edge of awnings with arrow pointing toward theatre, reading "Straight ahead for the 'Merry Go Rou.id' at Regent." 20. Free readers secured in "Press" regarding Santa stunt and notice regarding picture, i No regular readers given here except in Saturday M. & D. page.) 21. Rotary Club co-ooerated to pick up poor children for morning show, using automobiles with stickers on windshields. "We are going to see Santa at the Regent." ??. Additional publicity in papers on stunt 21. 23. Free balloons given out to children to advertise next week's attraction, "The Light That Failed." 24. A. T. Freiman donated two front windows to Santa stunt, with cards and photographs on "Mcrry-Go-Round." 25. Cut5 of crowds watching Santa Claus published in papers gratis. 26. Three thousand doorknob tags distributed in residential section. 27. Parade of fire department, with children riding on reels to the Regent for the Special Santa Claus Show. 28. Cooperation of principal of the Ottawa School Board and teachers announcing special performance from class-rooms. Elgin School Choir of 30 children sang at special performance. 29. Arranged with Fire Chief Ross to have eight firemen on duty in theatre during show as precaution and protection of children during show. 30. Flash-light taken of crowd watching Santa coming down chimney and also of Santa on top of chimney. 31. Two hundred balloons let down from roof of theatre just as Santa appeared. 32. So many children turned away, stunt to be reneated the following week. 33. All traffic stopped for fifteen minutes while crowds of children watched Santa Claus. Twelve special police required to keep streets clear, but they failed to hold spectators back and street jammed, holding up street cars and vehicles.