Canadian Moving Picture Digest (Apr 1923-Apr 1924)

Jackie in “Circus Days” Given Great Exploitation One of the biggest exploitation stunts ever put over in Toronto was engineered by N. K. Miller and Robert Knevels of Pantages ‘Theatre in association with Clare Appel of the First National Adverising and Publicity Department "for “Circus Days.” | A week in advance of the ballyhoo, cards were distributed in various sections of the city announcing cash prizes and compli.) ‘Mentary tickets to children dressed “) im the best clown costumes. The ) Dewspapers were another channel “used in giving publicity to the affair, Various parks and meetIng places were arranged on time » Schedule and the kiddies sure @ enough turned out by the hundreds, some in costumes, the rest just ‘| lig laving excitement. They didn’t ftteis Have to wait long and amid shouts jim “Of delight a regular circus wagon rim COMtaining a fifteen piece band in 7 i” ‘own costumes and make-up " § bulled up to entertain them with fil) ‘Popular airs and circus marches 7" while the judging of costumes and rl’! distribution of prizes, novelty but tons and circus hats took place. Following the band wagon came another ballyhoo with two sides showing the circus 24 sheet and front and back covered with sixes. | After a short stop the parade / Would move on to a different part ‘Ut the city, but not until the youngSters followed it for several blocks 6 laghing and shouting as they ran. aed 24-sheet stands were used is Apek I advance of the opening p f 1 the engagement along with th | Special lobby display. A heavy gil) T’WSpaper campaign was also used. Mr. Miller is to be complimented wa. US courage to put over Circus Days” in such a big if Way and, according to reports we we ave had on the picture, the enj) -Sagement cannot but prove suc ih : | “essful in view of the heavy i Publicity accorded it, f Important Theatre Deal all _ Transfers Hull House i, ike, Important theatre sale has ath €n place at Hull, Quebec, in the fy butchase of the Laurier Theatre, tl Panu Street, Hull, by Donat dans ae Owner of the Eden Theatre, | m7 tom Fred Leduc for $38,000. of h € Laurier Theatre is the largest y ouse in Hull, Mr. Paquin has f ae Operating moving picture | souls Mm Hull and other centres exhibin years, being a veteran itor. Both the Laurier and Eden Theattes are exclusive pic€ hoiises, Page Five CIVIC SUPPORT BEING FOSTERED BY FAMOUS PLAYERS DIRECTOR Harold B. Franklin Endeavoring to Build Up Good Will for Theatres by Community Service—Managers Taking Active Part in Civic Harold B. Franklin, director of theatres for Famous Players is working on a plan to build up the prestige of the Famous Players theatres throughout the United States according to a recent report in the Film Daily, by instructing the managers to take active part in the life of the various communities in which the houses are located. This excellent move on the part of the Famous players official was commented on, editorially in the Digest issue of July 21st. This action contains the ideas incorporated in the various Digest editorials, which we have placed before the Canadian exhibitor from time to time. The managers are being placed in various civic organizations; co-operation with better films committees is being urged and children’s matinees suggested to accomplish this. Just what Franklin expects to do is explained in a letter sent to the various managers. It follows in part: “Tt is our desire to operate all theatres upon a uniform plane of excellency which will enable the casual patron to recognize our theatres wherever they may be. We feel that certain policies, if adopted throughout the circuit, will do more to accomplish this end, than any other means which we might employ. “We know that no theatre of ours would subscribe to the old policy ‘the public be damned,’ but we are afraid that some managers forget that each individual with whom they come in contact is a part of the public, and that the manager’s attitude towards the public is reflected through the individuals whom he meets personally. Good will, rated by the big corporations of today as more vital than equipment, is.made for a theatre or a company by making a friend here and there, one at a time. Absolute courtesy to every individual is essential. “Following this thought a little further, we would like to make of each theatre a community institution. To do this, you must put the personal element into every operation of your theatre, you must make yourself and your theatre play a part in the life of the community outside of regular business channels. “We are going to a great deal of expense to place our managers in variuos civic organizations, and we cannot secure any rettirm on this money Organizations. unless each individual takes an active part in the organization of which he is a member; unless he seizes every opportunity, even outside of such organizations, to extend his acquaintanceship in the community. We do not mean that these efforts should be haphazzard and without purpore, but that they should be so directed as to count, and to ally the influential men and women and organizations with us. ._ “In this same connection, we would like every theatre to lend its fullest co-operation to Better Films Committees where they have been established, and we would like to see them established in the near future where they do not now exist. Whether the Boys’ and Girls’ Matinees are operated in the theatre under your management or in another in your community, we would like to see you render full cooperation to make them successful, as they give great promise of developing new patrons for the future and of creating good will in the present. _ In connection with the above policles, it is well to remember that women constitute 60 to 70 per cent. of our audiences, and that the friendship of the women’s organizations should be considered as an invaluable asset, even though the gaining of its friendship requires time and entails some trouble. “We do not wish you to misinterpret this letter to the extent of neglecting the management of your theatre for the matters which we have suggested for your consideration, but tather would we have you realize that it can be considered as part of each manager’s duties, and cannot be considered as apart or separate from the successful operation of your theatre.” Appointment of B. A. Gibbons Mr. B. A. Gibbons is the newly — appointed Vitagraph Divisional Manager, taking aver Mr. Balsdon’s former territory including Albany, Buffalo, Montreal and Toronto. Owing to a tremendous volume of business below the line Mr. Baldsdon, who has been a welcome visitor :to Canada, will be obliged to make his trips to the Dominion less frequent. The choice of Mr. Gibbons to succeed this very popular official is a happy one. — Before aibaPriQs$ Read The Digest Adveriising Pages ee ee ee ee t L