Exhibitor's Trade Review (Dec 1923 - Feb 1924)

Page 36 Exhibitors Trade Review ^ried and Proved Pictures New Ideas for a New Year J^ID you ever see a picture that was a "flop" with you, go over big with some other exhibitor? You've wondered why ! Possibly you attributed it to the difference in the taste of the audiences, but probably the reason was one which you never suspected — he happened to hit on just the exploitation stunt that sold the picture. Now if you could get the "dope" on what idea the other fellow used and the results he obtained, you would consider that pretty valuable information, wouldn't you? Well, it can be gotten. The Tried And Proved Department of the Exhibitors Trade Review is the clearing house for this information. When a picture goes big with you write in and tell us about it. Other exhibitors will be doing the same thing on other pictures. This information will then appear in the editorial columns of the Tried and Proved Pictures department and you are at liberty to use it as you see fit. "Two minds are better than one." The saying holds true in the show business. For the one idea you might give the next fellow, you will get ten in return from this new co-operative plan. Tell the next fellow what you think of "Tried and Proved Pictures," through our editorial columns, and you will find him ready to return the service. 'Merry-Go-Round' Story of Nobilky Released by Universal BRIEF: An Austrian noble falls in love with a peasant but his position forces him to marry a countess. Then comes the war. Nobility disappears, the countess dies, and fate again throws the lovers together. Now it is possible for them to marry and they both find happiness together. 'T'HE picturesque scenes showing court hfe -■ before the war, the squalid environment of the Austrian peasantry, and a pure love which recognizes neither of these, make of this story one of unusual intensity and effectiveness. Moreover, its text suggests splendid fields of exploitation. If it is possible get a small truck and rigup a merry-go-round on it. Then have several men and women dressed in colorful peasant costumes, ride along on the truck. Provide them with tambourines, or if you can get it, a hurdy-gurdy, and let them go through the streets singing and laughing. The sides of the truck should be well placarded with advertisements for the showing at your theatre. The stunt is sure to attract attention and at the same time will create a desire to see the picture. A young hunchback is a prominent figure in the story. You might sign up with some c-ganization who does charitable work for cripples, to tie-up with you in a campaign to get funds for their work. You might be able to arrange for benefit performances for which they will sell a quantity of the tickets for which you will allow them a certain bonus. Posters which play up the scenes in which the cripple appears will make splendid advertising for their purposes. The lobby and marquee of your theatre should be colorfully decorated in. ribbons and banners, and perhaps a papier mache merry Shortage of Films! That the industry will suffer a shortage of new picture, is the opinion of Marcus Loew, who says: "The unsettled condition of the industry will result in an acute shortage of new pictures and many theatres will have to re-run photoplays already shown. "Production has not for many weeks been sufficient to supply the demands of exhibitors. The surplus of completed pictures now in the vaults will be ex. hausted by early spring and, in spite of the revival of production activity which will soon begin there will be a shortage of new films from February until April, for the new productions cannot be ready much before that date. go-round. A number of exhibitors have found this method of exploitation extremely valuable. If you use prologues, it would perhaps be interesting to arrange one featuring Austrian peasant songs and dances with original costumes. You might even elaborate on the idea and work up one of the street scenes which appear in the picture, into a stage set. It would certainly be efifective and would do much toward providing a very fitting introduction to the film. 'The Little Minister Romantic Love Released by Paramoii::r PR'i"I~: The daugbte" of an English niagislrate disguises herself as a gypsy and brings aid to the po.r >, e". In nn outbreak between the village folks and the nobiUty, she is accused of being a spy. io protect herself she begs. The Little Minister, to pretend she is his wife. In Scotland this constitutes marriage and so when things clear up the two, who really love each other, find they are legally married. 'T'HIS James Barrie story has become so famous through book and legitimate stage it needs little advertising to make it the screen success. It has been since its first appearance many months ago. And it is still splendid as a box-office drawing card. With some concentrated exploitation behind it the picture can easily duplicate on its second run, the success it had when it was first shown. The most widespreading angle of exploitation lies in the book tie-ups. The book merchant will find it profitable to hook-up with you not only on "The Little Minister" but on all Barrie's works. Any number of attractive window displays could be arranged using the posters and window cards together with stills from the picture. Moreover you might arrange for a table in the lobby with a selection of Barrie books for the inspection of patrons. A sign on the table would acquaint them with the fact that any or all of these are for sale at such a bookstore. If you are interested in arranging a good street bally you might dress a girl in a gypsy costume and a boy like "The Little Minister" and have them go through the streets together. Perhaps you might have the young man play a hand organ while the gypsy dances and shakes a tambourine. 'Rich Men's Wives' Society Drama Released by Preferred BRIEF: Neglected first by wealthy parents and later by her millionaire husband who is occupied with business, a gay young woman who loves pleasure, takes to flirting and almost ruins her own life and that of her husband. But she finally gets the opportunity to prove herself and happiness is restored. LJOUSE PETERS and Claire Windsor, -'--'-starred together in this drama of society life, make of the picture a very absorbing and plausible one, shading their action so that the small scene^ are almost as absorbing as the tense climax. Posters and cards, which picture some of these scenes make The Best Show in Town Back Home and Broke with Thomas Meighan. — Good picture. Played on Thanksgiving Day and did some business on this. This star is a sure bet. Most of our audience stayed to see this twice. I iciit ■ »e « — Georfre J. K-e=s Hudson theatre, Rochester, N. Y. — Neighborhood patronage. The Impossible Mrs. Bellew with Gloria Swanson. — A suitable Sunday picture. It is one of Swanson's best pictures. Those that saw it here liked it. Has beautiful settings and Miss Swanson has many beautiful gowns. It is a society drama, but yet very true to life, I think. Town of 450. — John Aden, Rialto theatre, Terril, Iowa. — General patronage. Experience with Richard Barthelmess.— One of the finest pictures. Dick gives his usual good performance. Pleased 100 per cent. Particularly attractive paper. A good lesson for the young and won't hurt the older ones. — C. F. Niemeyer, Cresbard theatre, Cresbard, S. D. General patronage. On the High Seas with Dorothy Dalton. — Had many favorable comments on this. A real good sea story. Storm scene very good. Good prints always on Paramount pictures. Six reels. — C. L. Brown, Paramount theatre, Ehzabeth, La. — Small community patronage. Blood and Sand with Rodolph Valentino. — Best Valentino picture shown here. Star does some real acting. Had a good attendance and many favorable comments. Ladies all like Valentino. The price was reasonable and made r'-.,e mnnev. t,ig:h reMs. — C. F. Niemeyer. Cresbard theatre, Cresbard, S. D. — General patronage. The Little Minister with Betty Compson. — Just about the best we ever ran here. Pleased every man, woman, boy and girl in the house. Even I would claim it to have rung the bell and b own the horn for lietty. We want more 1 ke this and more of Betty. Six reels. — T. J. Emoe, Y. M. C. A. theatre, Hitchins, ky. — Small community patronage. The Woman With Four Faces with Betty Gompson. — 100 per cent picture that pleased very good business. Seven • reels. — George Vaughan, Grand theatre, Dunnville, Ont., Can. — General patronage. (These opinions are from Exhibitor's Herald's "What the Picture Did for Me" and are here used by special permission.) ^ammount Qidures