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Page 16
National Tie-Up and Exploitation Section
Exhibitors Trade Review
The Tie-Up Quartette
JT must be a quartette.
Otherwise it will fall flat. We here can deal only with the producer and the manufacturer. The producer gives us the idea when he shows us the picture, gives us the stills, and allows us all the press book ideas, etc. Then the manufacturer must be approached, and we get his cooperation through the many splendid window displays he will furnish to
Now, that's where you and the store keepers come in. The manufacturer would much rather send his display material right to the store keeper. It is the better arrangement for you, too.
See that quartette up above? It is no attempt to characterize the persons really meant — but just have been dressed up in pirates costume to keep in the spirit of things. At any rate, they can be called the exhibitor, the producer, the manufacturer and the store-keeper. Now read the story.
There is no reason why your theatre should be littered up with all sorts of window cards, paste-board boxes and empties.
You sell the store keeper on the idea. It's a cinch to do that. It means increased business for him. An unusual display always means increased business. Then you write us, and tell
us your theatre name and the address of the store that desires to make the display for you. And leave the rest to us. You see, although the exploiteer of Exhibitors Trade Review does not figure into the quartette at all, he sort of fills the bill of he sheet music.
Get that off, and you will have fallen in line with the ever increasing number of showmen that have come to recognize this form of exploitation — the Tie-up — as the greatest thing that ever hit the moion picure industry.
Exhibitors all over the country have recognized its full value.
Fixing A Window
YOU should, if the store keeper is a newcomer in the field of tieups, cooperate with him for the first window, There are several matters that are essential for both of you to get the best results out of what this paper arranges for you.
Take for example, this dummy window arranged, featuring the book tie-up on the story. Holman Day wrote the original novel, and the picture has kept the title that became so very popular all over the country.
Note that the card is not just put in bare into the window. There is a sufficient display of the books all
Just picture a display like this in a store window on a busy thoro-fare. Will people stop to look at it? And if your theatre was named at the bottom of... the poster, don't you honestly think that they would remember it? You bet
they would!
around the window, and at the same time some suggestive odds and ends of pieate life to add to the atmosphere of the tie-up. The cutlass and the flint-lock pistol, which can be borrowed from any antique shop add a great deal. The treasure chest, easily reconstructed from some dilapidated trunk, and the model of a three master all help to get the necessary effect.
np HIS is just one example. It is almost impossible to explain all the other windows in detail. But get on your thinking cap — get the showmanship a n g 1 e — and you've gotten something real.