Exhibitors Herald (1927)

38 EXHIBITORS HERALD March 26, 1927 IN THE MAIL BAG IT’S G-M-G IN PARIS PARIS, FRANCE. — To the Theatre: {Illustration on page 39). I am forwarding herewith some photos showing publicity device provided for our exhibitors. An easel of mahogany, 120 by 60 cm., has a hole in the center lighted up in the interior, top and bottom. In the middle the easel bears the effigy of a GaumontMetro-Goldwyn artist moulded in unbreakable plaster. The advertisement at the top can be shifted with the help of a carved strip of wood. The name of the artist at the bottom can be shifted in the same manner. Mouldings can be transferred in a case. Exhibitors can hire or buy the easel and the effigy. The success of this publicity, which I have introduced in France, is considerable, as now ordinary posters are much neglected.— Lucien Dublon, director publicity service, Gaumont-Metro-Goldwyn, 35 Rue du Plateau, Paris, France. LOBBY DISPLAY FOR $6 WINSTON-SALEM, N. C.— To the Theatre; {Illustration on page 37). I am mailing you a picture of the lobby we used on “Man of the Forest.” I went to a wood yard and bought a cord of slabs. These slabs were nailed to our frames and around the marquee. The box office also was enclosed with slabs. The slabs cost $6 and the saws cost only a couple of passes. During the three days we played this picture we took in more than twice as much as usual. I might add that we were unable to seat the patrons for three nights. — J. B. Sams, Amuzu and Pilot theatres, Winston-Salem, N. C. BOOSTS “COLLEGE DAYS” NEW HAVEN, CONN.— To the Theatre: {Illustration on page 37). The enclosed picture will show you how I went after “College Days.” I made up a great display in the lobby with photos, stills, onesheets, banners from all the colleges, and also got a couple of the biggest windows in town and did the same thing. Went after this picture big and sure did the business. Would advise exhibitors to string college pennants in front of the theatre as I did. “College Days” is a very good picture and did a good Monday and Tuesday business for Lent. — Henry H. Cohen, Tremont theatre. New Haven, Conn. RIPPED BELPARK OPEN CHICAGO, ILL. — To the Theatre: {Illustration on page 44). Attached are sample ads on the Belpark campaign with the full page shot on Saturday and the news section which appeared in the Sunday paper, the first section of its kind to appear in a Sunday paper. — J. J. Hess, Lubliner & Trinz Theatres, Inc., 307 N. Michigan Ave., Chicago, 111. COUPON BOOKS SELL CUTHBERT, GA. — To the Theatre; I celebrated my ninth anniversary in Cuthbert, Ga., and Eufala, Ala., as per the program enclosed. I had been selling Christmas Books (or coupon books) for several years but could never get the people interested enough to buy, only a few in each town taking advantage of the $2.50 book for $2.25 (for the first book) and $2.00 for the second one. The backs have a coupon good for 25 cents toward the purchase of the next book. My regular price is 10 and 20 cents, with specials up to 50 cents. Well, to make a long story short, I bought 1,000 coupon books, then decided to set my opening sale on Monday, Feb. 26, and let it last until March 5, limiting one book to a customer, price $1 each for the $2.50 book. Oh Boy, how they did grab those books. I sold 1,100 before the time was out, ran out of books Saturday and accepted $1 deposit and promised delivery as soon as the printer could deliver. Some stunt, I think. — M. G. Lee, Lee theatres, Cuthbert, Ga., and Eufala, Ala. CONTEST RUNS 10 WEEKS CARTHAGE, MO. — To the Theatre: {Illustration on page 44). Attached find part of our campaign on “The Collegians.” This is not a popularity contest for one week, but the entire run of “The Collegians,” covering a period of 10 weeks. — J.\CK Gross, Crane and Royal theatres, Carthage, AIo. BUDDY’S ALWAYS BUSY TORONTO, CANADA.— To the Theatre: {Illustration on page 44). This is the story of the ’most interesting parts of the “Sorrows of Satan” campaign for its two-day reserved seat premiere in Canada at the Regent. Not an easy picture to put over, this. That is, not so easy to find the right material, but a little extra work and I feel sure that any manager will be more than satisfied with a film that is in photography, lighting and technique, a departure from anything as yet seen. 1. 75 24-sheets were used. 2. 20,000 heralds — distributed in downtown section. 3. Advance advertising started ten days ahead and a novel border idea worked out that is very adaptable and suitable for this film. Announcing BETTER EQUIPMENT MOVEMENT Invest in larger patronage by using modern equipment. Plan now for your requirements. Write us today for a list of the members of this Association. It includes manufacturers and dealers of known responsibility— those able to give you experienced service. THEATRE EQUIPMENT ASSOCIATION Headquarters Old Colony Building Chicago, III. BETTER EOUIPMENT EANS DETT^ BUSIIMES Adams Says It Roy W. ADAMS, Pastime theatre, Mason, Mich., told the whole story of “The Box Office Ticker” in that part of his letter (published last week) which reads: Your “Box Office Ticker’’ is the finest thing yet. Comparing it with other percentage ratings on the same pictures badly upsets the dope of these sharps who appraise a production according to their own personal ideas of what it might, could, would or should do, but accurate figures on actual performance, instead of potential possibilities, are what we want when buying pictures, just as we do in buying a car or anything else. 4. 20,000 specially printed blotters, especially addressed to the sixteen collegiates (you call them high schools in the old country, or U. S. A.). “To the Students of Jarvis Collegiate. We are presenting D. W. Griffith’s magnificent production, ‘The Sorrors of Satan’ from the famous English author series by Marie Correlli. Twice Daily — Mat. 2:30— Eve. 8:30 at the Regent theatre.” Now this blotter proved very effective, for remember that a blotter is something that anyone, more especially a student at school, will keep. They need and use them each and every day, and it is not too expensive either. Something that I recommend and that to my knowledge is not much used in exploiting a picture and it certainly helped in this case, so much so that I intend using them again. It was hard to get here. Ultra conservative they are, but finally with help of a few friends, especially Irvin Waterstreet, exploitation representative of Famous-Lasky Films (Paramount Pictures) in Canada and general press representative of the road shows of “Beau Geste,” which is now touring Canada at legit prices after its record run of seven weeks with us here at the Regent. Irvin again assisted with “Sorrows of Satan” and his assistance is valuable, believe me. Election night was the Saturday night before our opening on Monday (Ontario, of which Toronto is largest city, went wet again after ten years prohibition) so I wanted to tie up in some way with this big crowd that is always down town late at night for an election. Result: A special extra which is called “MorningEvening.” (Copy is attached hereto.) To distribute these a problem? Not so, for thirty newsboys covered all the big corners and yelled their heads off, “Free Extra, all about it and, etc.,” and the people went for them like hotcakes. It got a fine laugh and was a hit with the crowds and it’s the largest bunch of people I have seen in the city at one time at night. It cost money, is a big city stunt, but worth it. 25,000 of these papers printed. Distribution, 16,000 election night. 9,000 on downtown newsstands day of opening with a card on each stand. “Read the new paper, just out ‘MorningEvening’.” Cost of distribution $15 and some passes for the newsboys and stands. In getting up this special paper much credit is due Irvin Waterstreet of FamousLasky and Bill Hirst, who happened to be doing readers for me at the time, but who left our great industry to go into the sales game. I would also like to mention that this “Morning-Evening” was printed by Abe Lewis Dominion Printing Co. Thanks to a good printer, it was the talk of the town. I could keep rambling but I think this tells my story. — Laurence F. (“Buddy”) Stuart, Regent theatre, Toronto, Ont., Canada.