Exhibitors Herald (Dec 1923 - Mar 1924)

48 EXHIBITORS HERALD 26, 1924 LETTERS TO "THE THEATRE^^ What Did You Do Christmas? Everybody's glad, of course, that "Christmas comes but once a year," but the arrangement makes it difficult for a department of this character to render effective service in connection with the observation of that holiday. The news doesn't come in until the day is past, naturally, and it's a long time before the next one, so long a time that most of the news is forgotten in the interim. All of which is no reason why letter accounts of the Christmas exercises should not be written. John W. Creamer gives information worth remembering until next year in his illustrated letter this week. THEATRE EDITOR, Kxhihitok^ Herald. — Am enclosing photos of our stage for holiday week, and view of some of my inserts. Flanking both sides of the screen and angling thereto, I hung side tabs, and in these I cut an opening large enough to take a Christmas tree. The trees were decorated and set in the openings as shown, and above each tree there was a nitrogen sfxit. On one side 1 used red and on the other amber gelatine. To back each tree I used a wood wing. These trees were kept liglited thrttugbout all performances and made a very pretty effect with the picture running. We have a number of insert frames around town and I often have to make up a bunch of inserts on some big picture for which we cannot secure inserts. For "Six Days" I used a window card trimmed as shown, pasting same onto the blank insert stock, the rest being plain lettering. For "Penrod and Sam" 1 used the board fence idea with appropriate lettering. — John W. Creamer. W. P. Cuff Fuilerprises, Chillicothe. Mo. voices singing the carols unseen behind tiie stage, and away up high a lone star hung aloft with a baby blue spot on it. The stage itself wns decorated with holiday decorations, such as Christmas trees, tinsel and such. "Silent Night" was sung only by a lady, and at the beginning of "Oh Come, etc.," the stage lights went from blues and reds to "cut" and a huge "Merry Xmas" sign flashed forth from the center of the stage. It was only a shadow box with lights behind it, but it made a fine effect. Quick curtain. — Frank H. Burns. Beacham theatre, Orlando, Fla. Here's What Burns Did Frank H. Burns, who directs exploitation for the Beacham theatre, Orlando, Fla.» also tells this week of his holiday observances. His letter should be preserved for reference when it becomes necessary to make ready for the advent of the 1924 holidays. THEATRE EDITOR. Exhibitors Her.ald. — Realizing that business is at its worst just before Christmas, we decided that something out of the ordinary would lie necessary. Therefore, having one of the best organists in the state of Florida, we decided that we would feature him in something everyone likes to hear, and especially at Christmas time. Enclosed you will find a program of our Christmas Organ Recital. It features the organist chiefly, hin people like him and that gets the crowds. In the first place we had an excellent screen program, the best we could o])tain, and with the recital as an extra feature we actually iiad a packed house the night before Christmas, and of course Christmas Day was easj'. But the night before Christmas is the worst night in the year. The first two numbers of the recital were played by Mr. Siewert alone at the organ, with the stage lights off and tlie curtain lowered. At the beginning djf the carols 111', ro \'. -m a slow curtain, a quartette of Black and White Lobby Draws There is no denying the power of the livid coloration commonly employed in lobby dressing, but neither is there denying of the effectiveness occasionally accomplished by a sharp change to straight white and black. Arthur Swanke's letter and photograph illuminate the point. THEATRE EDITOR. Exhibitors IIkrald. — The enclosed photo shows my latest effort to create some business for us and so far so good. Mighty good picture, yet a little 'long. The lobby was in black and white, as you can see from the nice way it photographed. The enclosed ad was my opening gun on Mae Murray, showing you that there is no need of using a lot of space to tell your story in a headline way. — Arthur Sw.\nke. Rialto theatre, El Dorado, Ark. Cloakey Sets New Record (Concluded from piTccding page) Lions, Elks nights at theatre during run, each member bringing little brother. 13. Y. M. C. A. Boys Work Committee also co-operating, and spoke to 450 under-privileged boys at Y arranging for big parade Saturday, opening day of picture. Y. M. C. A. sending out cards by mail to citizens, urging them to be a big brother to some boy and bring him to see tne picture. 14. Ottawa Boys Association also endorsed plan, and are supplying 200 boys for Big Brother parade on Saturday. 15. Special invitations sent to different committees on Boys Work including committees of service clubs, ministers and prominent citizens. 16. Inter vei wed newly elected mayor, who gave me written cndur semen t on picture, and i:= acting as a Big Brother to 12 boys on Rotary night at the theatre. Story in press on this stunt. 17. Have personally adopted an underprivileged boy to act as Big Brother to him as long as I am in Ottawa. Story also in press on above, also photograph of the "Little Brother" and story. 18. Tress giving special notices to Big Brother Week, and covering special screening. 19. Arranged with Boy Scout Master, to have 200 boys act as Big Brothers for special show on Saturday morning for the underprivileged hoys, 1,000 of which I am entertaining at theatre. 20. Scout Master supplying bugle band to head parade from Y, RI. C. A. to theatre on Saturday morning. 21. One hundred signs made to be carried by boys for parade. 22. Police department aiding parade. 24. Large banner across street _ on "Big Brother Week" (special grant from city department). 25. Photograph taken of parade and boys lined up in front of theatre for newspaper cut. 26. Ottawa Boys Association sending out 10.000 circular letters on the Big Brother movement. 27. Arranged for four boys at Auditorium where hockey matches are played, with seating capacity of 8.000, boys climbed out on ice between periods and skated around in front of n.(^nf\ ^i.cctators with sign^. " BIG BROTHER WEEK" AT THE REGENT. STARTING SATI-RDAY.. JAN. UTH. WK WANT A BIG BROTTTER. This stunt wave me JO niinules nf publicity before 8.000 people during hockey match. 28. Ran special slides announcing Big Brother Week 10 days in advance, giving details of movement, and then followed with regular slide on picture. 29. Extra space used in newspapers in advance, and splash ad for Saturdav, with special stones in addition to regular reading matter cuts, etc. 30. Window tie-ups with clothiers on boys' outfits. Cards and photographs on picture. 31. Tie-up with sporting goods stores on boys* skales, skis, hockey sticks, etc. 32. Large window with special cards made up on "Big Brother Movement" and wax figure of man extending hand to small figure of boy in torn clothes. Cards and photos on picture used. 33. Cut-outs placed in Y. M. C. A. Ottawa Boys Association Club rooms, and Bov Scouts Drill hall and district huts. 34. Arranged with committees of service clubs to put on Big Brother dinner at Y. M. C. A., each member taking a boy. I am supplying the entertainment and special comedy films. 35. Many letters of congratulations received from prominent citizens on bringing picture to the Regent, and getting this important work in front of the people. Good for publicity matter during run of picture. 36. Elks Lodge, mailing out SCO cards to members with notices. 37. Arranged with several taxi cab companies to put Big Brother Week stickers on windshields during week. 38. Street car company carrying cards inside car gratis on Big Brother Week. 39. Large Banner inside of Auditorium during week (placed at end under score board where everybody is watching score of games from outside points). 40. Five thousand heralds given out to patrons upon leaving theatre (week prior to present ition of picure). 41. Announced at special children's performance the Saturday previous that next week was Big Brother Week. (1.200 children left theatre boosting idea.) 42. Illuminated shadow boxes in centra! window locations on picture. 43. News boys inserting cards in papers sold on street on Big Brother Week, 44. Tie-up with book stores on books for boys, photographs and cards on picture used. 45. Fifty special hand lettered cards placed in windows on main streets. 46. Committee being formed to entertain crippled children at home provided for them. (This is part of Rotary service program.) Films and eats will be provided. 47. Fire chief donated car to head Big Brother Parade, with NaTiners on side announcing Big Brother Week. 48. Billboards used with special one-sheet spot posted on Big Brother Week. 49. Special performances of "Big Brother" arranged to start at 4 l30 daily to catch the school children, and reduction in prices made for their benefit. 50. Letters written to principals of different schools calling attention to picture, with a request announcement made to pupils, urging them to see "Big Brother" at the Regent, also mention made of school children's show starting at 4:30 .nnd prices reduced. 51. One teacher of primary school reserved 150 seats for matinee on Tuesday, who is acting as a Big Brother to all his class. News story arranged for this stunt. 52. All service clubs advised they would run line on their weekly notices to members of "Big Brother Week." 53. Interviewed two local ministers who are giving instructions to their Sunday school teachers to give a short talk at Sunday school on the Big Brother idea. 54. Cards distributed in homes (5,000). 55. Local manufacturer of buttons donating 500 pins with "Big Brother Week" to be given bovs at theatre on Saturday. 56. Large "Big Brother Week" banner hung on side of theatre. 57. I^obby display of cut-outs, photographs, cards, etc. 58. Tie-up with music stores on musical instruments for the boys. 59. Boys attending the Saturdav morning show to parade Iiack to the Y. M. C. A. where games, swimming and gym will be turned over gratis for an hour. 60. General visits of the Boys Work Committees to the different boys clubs during Big Brother Week. 61. Arranged with Ottawa Radio Broadcasting Co.. station A. O., to broadcast short talk on Big Brother Week, including bed-time story of the Big Brother picture. This will be heard by hundreds of boys in Ottawa. Announcement in Radio News in daily papers to carry advance notice of above. 62. Stereoptican projecting Big Brother Slides from window of local photographer (upstairs) across street on sheet tacked on buiUling under construction. Using Radio slides with material furnished by Boys Work Committee of Lions Club. 63. Other general advertising used during week.