Exhibitors Herald (Mar-Jun 1924)

May 10, 1924 EXHIBITORS HERALD Da THE THEATRE Q.Aj)epartmtnt of Practical Showmanship Tested Copy Offered For House Organ Only tested copy is offered exhibitor publishers in The Theatre’s institutional ad and editorial series this week. The ad copy (see adjoining column) was originally published in this department of the “Herald” for May 19, 1923, as was the editorial copy, which follows. Both were extensively used by showmen last Summer. Here is the editorial: AN EQUALIZING INFLUENCE ( This is the fifth unit in The Theatre's series of institutional adz'ertisernents for theatre publications. Authority to use same as desired is granted exhibitors herewith.) POSSIBLY you haven’t thought about the matter, but when you buy a ticket to the (theatre name) you pay a portion of the theatre advertising bill. What you really pay for is an amusement information service, for the whole function of (theatre name) advertisements is to keep you informed of our current and coming attractions. We owe you that service. Of course you pay for the advertising done by the grocer, the butcher, the baker, etc., but that is a little different. You go to those places when occasion demands, but you come to the (theatre name) only when we have a picture that you particularly want to see. The (theatre name) writes its advertisements with this idea in mind. Our advertisements are intended primarily to inform you of the amusement offered at the theatre we have come to regard as your theatre because your consistent attendance convinces us you regard it so. This is one of your ads. "D OME fell when knowledge and power became restricted to the chosen few. Centuries later the French Revolution grew out of the same condition. All history proves the enduringly successful nation to be that one in which knowledge is most evenly shared by citizens. That is the bedrock foundation of Americanism. Palmer, Meyer, Hoffman, Ryan, Burk Letters Tell Methods That Made Money Speaking in action, the universal tongue, the motion picture goes far toward unifying American thought and ideals. Not even the greatest newspaper reaches every American city, but the motion picture brings its message identically to every nook and cranny of the nation. No institution plays a more important part in safeguarding the welfare of the country. No force, certainly no entertainment, more justly deserves support than the motion picture — an equalizing influence. Burns Alters House Organ Ftrank H. Burns, Orlando Theatre Enterprises, Orlando, Fla., has abandoned his original style of house organ for the four-page, 8x11 model. The result is a publication somewhat resembling Len S. Brown’s Astor theatre magazine. The first page of the first edition is given over to a big picture of Gloria Swanson and a story about her coming to the Beacham in “A Society Scandal.” The second page carries an editorial by H. B. Vincent, manager of theatres, news items, the Phillips theatre program and advertisements. The third page has additional news items, the Beacham theatre program, and more ads. Advertisers take most of the last page, a story on “The Next Corner” being featured with a picture of Conway Tearle. The change has resulted in some loss of space and facility, but has efifected also {Continued on following page) Advertising and editorial copy for exhibitors’ use in house organs or otherwise is published on this page. This series started five weeks ago. Advertising copy has appeared each week. The first editorial copy was provided last week. Last week exhibitors gave the trade through this department “enough sure fire ideas to run any house in America for a month.” (The words are those of an office visitor who cannot be named. ) This week other exhibitors do likewise. Their letters follow, with illustrations throughout the department. Palmer Lets Local Talent Sell ‘‘The Hoosier Schoolmaster^^ (ILLUSTRATED ON SUBSEQUENT PAGES) THE THEATRE, Exhibitors Herald. — Under separate cover we are submitting photos of a special exploitation stunt we pulled during the run of “The Hoosier Schoolmaster” in our theatre. We made a tie-up with the local schools and secured all the talent in this prologue and bally from the High School of this city. Tickets were sold by the schools, a percentage of sales going to the schools. With this plan we secured the dismissal of the various schools for the afternoon shows. The second afternoon of the run of the film was celebrated as High School Day and on that afternoon the school prologue was presented in the presence of the high school pupils. The prologue was also presented each evening. The results were very gratifying, for in addition to turning over to the schools a neat sum for their efforts in selling tickets, we also made many new