Exhibitors Herald (Mar-Jun 1924)

May 24, 192-1 EXHIBITORS HERALD 39 — , rn-. , ■ . . L ■ ■ F.'.I. . I ■ ■ ..1. . . 1 ■ ■ . L fTH E THEATRE] '.partment of Practical Showmanship Jt Filler Copy New Branch Of Service **Girl Shy” ^^Triumph” and ^*Boy of Flanders” Letters Promise Service Perfection This week The Theatre adds filler copy to its house organ service. This move is prompted by receipt of several good house organs wholly good in style and make-up but not of a character permitting use of the more comprehensive ad and editorial matter. It is the aim of The Theatre to provide in this service an adequate supply of ready-to-use copy for all exhibitors publishing house organs or programs. Showmen will help materially by submitting copies of their house publications regularly. Ad copy, a brief editorial, and a number of short lines for filler use, follow. Exhibitors are authorized to use any or all of this matter as best suits local requirements. OUR OPPOSITION Our opposition, or the opposition of any theatre, is a varied thing. There are winter pleasures and sports that take our patrons away from us. There are summer pursuits in even greater number. The warm months bring the theatre its severest test. We ask only that patrons bear in mind the fact that this theatre is a year-around institution of the community, contributing to the, common good, and that “our opposition” is transient. We ask only a proper share of your amusement support. VENI, VIDI, VICI “Veni, vidi, vici.” “I came, I saw, I conquered.” Thus spoke mighty Caesar after Gaul had fallen to his army. And Caesar attached most importance to his coming and conquering. If he had rated seeing most important, the empire he built might have endured. Arriving at a destination is an incident. Victory in a campaign is another. Both pass, leaving a definite but minor imprint upon the man. Observation is more than an incident. What a man sees goes into him, complements his mental make-up, combines with what he has seen before to make him the man he is to be. The management of this theatre does not make Caesar’s mistake. What you see in this theatre goes far toward making you what you are to be. You guard your mind when you are at work or in communion with your fellow men, but you open your mind to that which our screen offers when you seat yourself in our theatre. That which our screen of {Continued on following page) Last week— “GIRL SHY.” This week— “TRIUMPH” ... “A BOY OF FLANDERS.” No, not a theatre program, but The Theatre program, “booked” by contributors to this department and exhibited for the benefit of the American exhibitor. What of it? This: Promise of service perfection. If this goes on it is only a question of time until this service will rank second only to “What the Picture Did for Me” in box office importance. And it will go on if you who read these letters from showmen with the spirit of cooperation respond in kind. Address letters to “The Theatre, Exhibitors Herald, 407 South Dearborn St., Chicago, 111.” Letters of the week follow: Burns Tells of Success with S. V. Invitations THE THEATRE, Exhibitors Her.'\ld. — I am enclosing a couple of new lobby displays for your approval this week. “Triumph” and Jackie Coogan in “A Boy of Elanders.” The photos do not do them justice, as there was some splendid art work. How^ever, you can get a pretty good idea as to their general outline. The small card is an invitation which I broadcasted for “Triumph” and which worked very successfully in promoting advance interest. Especially the “R. S. A". P.,” which even caused some people to acknowledge the invitation. Needless to say we had splendid business on both attractions, and today r am hustling around taking care of the mobs who are storming the Beacham theatre to see Harold Lloyd in “Girl Shy.” Our three-day engagement is going to break all house records if today holds up as well as the last two days have. Any exhibitor can pile on to this picture. It’s a clean-up at very little exploitation expense. Fr.ank H. Burns, Beacham theatre, Orlando, Fla. Hinds Sends Suggestion for New Border on ^^Six Days^^ THE THEATRE, Exhibitors Herald. — Enclosing a few reports and an ordinary type ad. Nothing unusual about the latter except that the border might give some of the boys an idea with which to get away from stereotyped borders for “Six Days.” Fred Hinds, Cresco theatre, Cresco, la. Swanke Sends Lobby Display And Promises Visit Soon THE THEATRE, Exhibitors Herald. — The enclosed lobby, as you will see, was my latest effort to get some business for “Boy of Mine.” A mighty good picture, though I still think it fell short of “Penrod and Sam.’’ We did three good days at the Rialto and wish that we had a whole lot more on this order, because it pleases the masses. The lobby was done in flashy colors and made an eye-catching display. Instead of the usual one-sheet frames I made up my mind to match the