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38
EXHIBITORS HERALD
April 5, 1924
EXPLOITS "GOOD OLD DAYS"
Views of the Atlantic Garden lobby as furnished by Universal for exploitation of the world's premiere of "Fools Highway," the Universal-Jewel production of Bowery life thirty years ago.
the handling of this work, now is the time to make them. The work should be under way right now.
The first house to clean house stands the best chance of being the first house to clean up.
Let There Be Light
People aren't like moths and shouldn't be compared to them, but people do like light, lots of it, particularly when amusement bent, and the busy theatre is the well lighted one. Possibly the poorest economy is that which results in early extinguishment of the front lights.
Current doesn't cost so much that the small amount of money saved by permitting dingy corners here and there is worth saving. It's very bad business. Darkness and dirt go hand in hand, and nobody likes dirt, or even the suggestion of it.
Write It Today
No exhibitor can read the letters in this department this week without getting a profit out of them, and no exhibitor will argue that he caa't or shouldn't write a reciprocal letter.
Why not today?
Film of Wright'Novel
Subject of Campaign
"When a Man's' a" Man" to Have Elaborate Exploitation
(Special to Exhibitors Herald) NEW YORK, March 25. — A pretentious exploitation campaign is planned for the engagement of "When a Man's a Man," a Principal Pictures presentation, at Loew's Victoria.
Use Newspaper Tie-Ups
As a first step in the drive, which got under way last week, arrangements have been made with the leading community newspapers to run a series of articles titled, "Men Who Are Men in Harlem," with an introduction denoting that the series was suggested by the picture. Another newspaper tie-up was effected with the Monthly Magazine, published by the Harlem Board of Commerce, as to the community spirit of Harlem's prominent citizens. Personal letters are also being sent to members of the Board of Commerce.
Leading merchants along West 12'5th Street are using window displays, and billboard displays have been played up. The animated books, the colorful Texas ranger and the huge book on horseback will be other prominent features of the drive.
Announce Many Bookings
Principal announces that "When a Man's a Man" is having an unusual success in all parts of the country and is being eagerly sought by exhibitors everywhere. It is also announced that the feature "Beggars on Horseback" has been renamed "Daughters of Pleasure."
Navarro Back Again
LOS ANGELES, March 25.— Ramon Navarro is back at Metro, after the African trip with the Ingram company.