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Page 26
Exhibitors Trade Review
HAVOC'!
CO
Fox's "Havoc" played havoc with orthodox exploitation ideas when it played St. Louis recently.
Big Idea for Small Theatres
AN outstanding, feature of the exploitation campaign that accompanied the St. Louis showing of "Havoc" was an auto parade that toured the streets for several days preceding the showing.
The auto parade was made possible by a tie-up arrangement with the Durant motor car company, who loaned fifteen new Star cars for the stunt. The cars bore large banners reading : "You
Won't Play Havoc If You Buy a Star," "Buy a Star and You Won't Play HAVOC With Your Bank Roll," etc. Other banners also carried the names of the cast, and play date.
Two laundry wagons, one car advertising a shock-absorber and two Chevrolets also took part in the turnout. The laundry wagons carried signs reading: "The National Laundrv Won't Play HAVOC with Your Wash," with
Have One on the House
Free Drinks on the House Assure Return Visits
It's one thing to "get 'em in": and it's another thing to make them come again. Manager Levy of the Wilmer and Vincent's "Capitol Theatre", the biggest picture house in Reading, Pa., found one way to make them come back, more than once, at that.
Levy realized that summer months are hot, and that although the average American does want to see pictures, he should like to get at least an even break insofar as the comfort of seeing it is concerned. And so Mr. Levy fitted up a little bar in the theatre, serving grape juice and soda pop, on the house. The bar lacks only the old-time footrest to suggest the preVolstead days.
The cost of this stunt was very moderate, for a manufacturer of soft drinks has realized the tremendous advertising value of it, and provides the stuff at a very large reduction.
THE BAR USED BY MANAGER LEVY
the car demonstrating the shock-absorber, and the Chevrolets carrying similar Havoc signs.
The great length of this stunt touring all the principal thoroughfares attracted great attention, and undoubtedly contributed largely to the successful engagements of "Havoc" at the Kings and Rivoli Theatres. The parade comprised the biggest film exploitation stunt ever seen on the streets of St. Louis, and reflects great credit on Al J. Marks the publicity man who staged it, in cooperation with the Fox exploitation department.
* * *
Circus Paper For Circus Pictures
The use of circus paper for circus pictures is good showmanship. This has been demonstrated time after time, for there is something about the circus that sends a reminiscent thrill to the hearts of old and young.
A rattling good herald on "He Who Gets Slapped" recently featured all the old sawdust stuff in great style. It mentioned the clowns, the man-eating lions, the fearless bare-back riders, and every other act we are used to seeing under the big top.
Next time you show a film redolent of three ring atmosphere, feed the town some of this sort of exploitation, and you'll have as big a crowd as though you were really the proprietor of one of the "greatest shows on earth."