Exhibitors Herald (Mar-Jun 1924)

56 EXHIBITORS HERALD May 3, 1924 ■frrmxotm. Mm t PICIRE SALE Eeaciuun Theatre Prices The Beacham and Phillips Theatres Offer for Your Approval Phillips' Theatre Prices MATINEE EVENING A BIG BARGAIN MONTH \t l^ra — 0not < Our First Annual Clearance Sale EVERYTHING MTIST BE mDI The prte^ pn^TyruceieT^t^Jerea far U bouJ ya4iT ahacel ’em ant half, u Frmatnhtr, thia aala The Greatest Month of Pictures Ever Offered in Orlando Pictures Coming to the Phillips Theatre u SbaotOig ai Daj\ MH Sale Lasts 30 Days Come One! Come All! And G*t Your Itdon^s Worth In Good Entfrtainmont LET^S GO! I^ctur^ Coming to the Beacham Theatre Mat's sMer* ^ ’Thraa Watke •Tha Saf> af SeSfira* Bang! Bang! BANG! Wm Ring Ih, aa cn Itt MimtM FRANK H. BURNS adapted George H. Klock’s picture bargain sale stunt, recently described by Mr. Klock in this department, as shown above at left. Mr. Burns expanded the stunt to cover a month’s attractions. He tells results in his letter. At right above is shown his cooperative page on “The Enchanted Cottage,’’ a page far and away superior to the run of cooperative efforts. The page also is discussed in his letter this week, beginning upon a preceding page. ideas, which are no late models, but, inasmuch as they have never been used in this city before, were productive of great results. I believe the classified ad stunt is one every exhibitor should use. It is good because for the main reason, it is gratis. This ad ran for two days, and one of those days, Sunday, in our local Hearst paper. The Novarro calling card was given to all hotels — the cards were placed in all room boxes at the clerk’s desk and were given to the guests as they turned in their keys in the morning; 3,000 were distributed in as many homes, being pushed under the doors. The “No Parking’’ tags were very effective. The mayor has a law pas.sed which prohibits cars from being parked on any of the main streets at all during the day. The merchants and car drivers have just about told him to “jump in the lake, with the results that for the past three weeks all the papers are full of “No Parking Laws.” These three words are prevalent in every motorist, merchant and every citizen’s thoughts. So, knowing this, I had this’ tag printed, with the result that it was the most talked of advertising thing ever done in this city, as far as novelties are concerned. The post card for “The Love Master”, and the personal appearance of the dog was very effective. People wondered how on earth we knew they had a dog. We went to the city clerk and obtained the names of the dog owners, people who had purchased dog tags, and licenses. The writing is an engraving. I think this lends a more personal touch to the cards than does printed matter. I hope I haven’t pestered you too much with this lengthy epistle, and that you may consider some of the enclosed worthy of being passed along “for better or for worse”. — Cliff Lewis, Mark Strand theatre, Syracuse, N. Y. Unfortunately, the classified advertising stunt cannot be reproduced. Mr. Lewis, one of the “old guard’’ of Theatre Letter writers, has affiliated with the Mark Strand theatre at the Syracuse house of that concern, of which Walter McDowell is managing director. Welcome back. — W.R.W. No man knows a story so well as its chief character. No reporter could describe so well the money-making methods set forth in the letters this week as the writers of the letters. “The Theatre” is grateful for the privilege of publishing these stories. Frank H. Bums’ remarkably comprehensive letter is additionally illustrated on the “Short Subjects” page. NO YOU WILL NOT BE HINDERED FROM PARKING YOUR AUTO After 6PM WHEN YOU ATTEND THE STRAND TO SEE “THY NAME IS WOMAN” WITH RAMON ..OVARRO and BARBARA LaMARR •THE PERFECT LOVERS” Entire Week Starting SAT., APRIL 5th CUFF LEWIS’ tag for **rky Nam® is Wcsmaiv” Metro, prompted by a local conditicm in His letter.