Exhibitor's Trade Review (Nov 1925 - Feb 1926)

November 21, 1925 Page 31 XPLOITATI A Section of Ideas for Big and Little Exhibitors SELLING THE PICTURE By HANK LINET With the National Laff Month in the offing, the committee in charge have gotten their idea getters together with the result that a lot of familiar slogans were adapted' — -with some changes and reservations — to meet the new needs. Here are a few in their new form : "I walk a mile for a guffaw." "A laugh a day will keep worries away." "What a whale of a difference a few laughs will make." "Say it with laughter." "9.44 per cent pure laughs." "Have you had your laugh today?" Exhibitors are urged to get a local contest on such slogans working in their own immediate neighborhoods. It is one way of starting the ball arolling all over the country and assuring the industry that when the month is over, the laughter will be well warranted by increases in the box-office receipts. (From Exhibitors DAILY REVIEW) Window Demonstration On "Slave of Fashion" The idea of exploiting a picture by having an attractive young woman demonstrate cosmetics in a window has proved its worth again in Zanesville, O., where C. C. Deardourff, Metro-Goldwyn exploiteer, used it recently in connection with a showing of "A Slave of Fashion," starring Norma Shearer, at the Liberty. In this case a colored maid in attendance upon the young lady demonstrating the cosmetics paused at brief intervals to hold up a card reading "Norma Shearer, photoplay star of 'A Slave of Fashion' at the Liberty Theatre, uses and praises the exquisite quality of Mello Glo toilet requisites." Large crowds gathered about the display at every demonstration. Cards were carried by street cars, and the store demonstrating the cosmetics carried special display ads in the local papers tying up various items with the showing. Three special write-ups on the cosmetics demonstration achieved space in the dailies, and heralds were distributed plentifully. In addition a trailer was brought into play at theatre. The new idea in posters seems to be to allow the illustration to do the talking. "Billboards," as such, are passe. As for example, this poster on M-G-M's "Midshipman." 1 Exploiteers Exploit Exploitation SO ELABORATE have been some of the reproductions of old-fashioned locomotives constructed to ballyhoo first runs of "The Iron Horse," that m many sections of the states and Canada, these engines are being loaned out on a rental basis for subsequent engagements. The Canadian "Iron Horse" ballyhoo which was constructed as an exact replica of "The Lucy Dalton," is perhaps the most faithfully reproduced in the vast army of exploitation engines. The engine which is a huge affair, mounted on a large auto truck, with old time diamond smoke-stack, is so constructed that when operating, its funnel belches black smoke, its headlight is electrically lighted, and its bell rings automatically. The appearance of this engine on Canadian streets, has always provided a thrill for pedestrians, particularly when the big "choo choo" does its proselyting on narrow thoroughfares. Exhibitors throughout Canada who have not as yet played the Fox picture are being circularized by the Canadian exploitation force, with illustrated data on the device, and a special booking department has been installed in Canadian exchanges to supervise "Lucy's" dates. Napkins Ballyhoo For "Charley's Aunt" Something decidedly new yet simple, inexpensive and remarkably effective in the way of exploitation was put over last week, by the Isis Theatre in Topeka, Kansas, for their showing of the Al. Christie success, "Charley's Aunt." In a special arrangement with all of the big popular downtown restaurants, the theatre management furnished their week's supply of crepe paper napkins in the center of which was a regular advertisement for "Charley's Aunt" printed in blue ink, in newspaper style. This big idea may be duplicated anywhere as the restaurant managers will be glad to get a supply of napkins free of charge. CREAMER'S "28" Creamer's 28 ways in which he put over "The Ten Commandments" reached us too late for publication. But it is good enough to call every one's attention to its appearance next week. Watch for it.