The Moving picture world (January 1920-February 1920)

888 THE MOVING PICTURE WORLD February 7, 1920 See the Weather Man About Snow Plays Convenient Snow Storm Saved Bill For Salt for An Artificial Effect ANOTHER instance of the unlimited devices for the exploitation of special feature attractions is shown by a novelty introduced by the Regent Theatre, Kalamazoo, Mich., under the direction of Arthur A. Frudenfield, publicity director. Previous to the showing of "Back To God's Country," the Curwood-Carver attraction distributed by First National Exhibitors' Circuit, at the Regent Theatre, other houses in Michigan had specialized on the dog-tracks and the animal features of this production. A keen insight into the chances for exploitation showed Mr. Frudenfield that it was possible to link up a local coincident with some inexpensive exploitation and inject a new line of thought in the promotion for this picture. Had A Former Mounted! It happened that W. G. Mitchell, manager of the Majestic Gardens Theatre in Kalamazoo, had been a member of the Royal Mounted Police of Canada. .The Majestic Gardens Theatre is owned by the Butterfield interests, the same company which controls the destinies of the Regent. Mr. Frudenfield sensed the chance for a newspaper feature story built around the idea of a disclosure of Mr. Mitchell's experiences while a member of the Royal Mounted Police. The story appeared in a leading daily newspaper and considerable local interest was aroused in the subject of the Royal Mounted Police, and naturally there was a gratifying bit of mention made about "Back to God's Country," showing at the Regent. Seizing upon the idea that with local interest aroused in the Royal Mounted Police, there was a good opportunity to play strongly upon that idea in the presentation of the feature, Mr. Frudenfield arranged for the house attendants to dress as members of this Canadian force of law-enforcers. The girl ushers were dressed as maids of the great outdoors. The efTect stirred considerable local comment. Started With Ten. The newspaper display exploitation started eight days in advance of the first showing of the attraction when ten inches of advertising was used. The allotment of advertising was increased each day until the first showing of the picture when the ad of the Regent Theatre measured one hundred inches. All of the ads were bordered by tracks of a dog which bore the word matter, "follow the tracks of Wapi, the Killer." The arrangement of a musical score by Don Warren, leader of the Regent orchestra was a great factor in the success of the picture, according to Mr. Frudenfield. An attractive and inexpensive lobby arrangement was gained by collecting the branches of a number of fir trees and placing them artistically about the front of the house. It was intended that several buckets of salt would be sprinkled along the sidewalk to give the effect of snow but the night before the opening performance a heavy snow made this expense unnecessary. In addition to the use of window cards, a number of small cards picturing the various animals seen in "Back To God's Country," were attractively designed and distributed among the school children of Kalamazoo. The showing of "Back To God's Coun try," at the Regent represented a daring step for the Butterfield interests. This house is locally considered an exclusive "vodvil" house and whether the run of a motion picture could produce the profit of a "vodvil" show was a matter of doubtful interest to the management. That a motion picture did deliver the goods is shown by the fact that a return engagement of the same feature at the same house is now arranged. Put His Teasers on His Throwaways and Won Out TEASER campaigns suggest the use of newspapers, but Meyer Shine, of the Hippodrome, Gloversville, N. Y., used throwaways and found that this stunt worked just as well as the more expensive newspaper space. Just before New Year's the town was deluged with small bills reading: A Xew Year's SuKl^eatlon. If HlnKle ple:.\se: GET MARRIED. There was absolutely nothing else on the bill, and no quotation marks on the title. "The display was so lavish that it had everyone guessing for a couple of days, then the regular advertising was begun, and the throwaway hooked up to the full campaign with excellent results. It is too late to use the New Year angle, but "It's Leap Year, please get married" will do perhaps even better. Tried Medium to Exploit "The Thirteenth Chair" FIGHTING fire with fire finds its complement in advertising a mystery with a mystery worker. A number of odd exploitation stunts have been worked for "The Thirteenth Chair," but none has been better planned than that worked by Manager Rosen, of the New Unique, Minneapolis, who employed a local medium, Uro Nye, to appear in person with psychic manifestations similar to those accomplished in the film. This not only permitted double-barrelled advertising before the showing date, but it gave the personality touch to the showing of the feature, for it was advertised that what was shown in the picture would be accomplished in person by Mme. Nye. All of the posters were supplemented by special slips telling of the remarkable performances of the medium, hooking her appearance to that of the picture, and one and one, added together, made three in the minds of most patrons. For an attractor Mr. Rosen placed on the sidewalk a chair fifteen feet tall with the statement that this was the thirteenth chair. Decorations by Frudenfield and Nature How a Kalamazoo Manager saved on salt through a kindly snow storm. Don't worry about your opposition. Worry your opposition with advertising.