Exhibitors Herald (Jan-Mar 1920)

EXHIBITORS 1 1 K R A L D The mammoth horse-shoe, 18 feet in height, which formed the central figure in the extraordinary display used during the showing of "In Old Kentucky" at the New Lyric theatre, Minneapolis, Minn. Through the courtesy of the Liberty Taxicab Company the youngsters were brought to and taken from the show In style. This stunt alone resulted in a front-page story for "In Old Kentucky" in every Minneapolis newspaper. "I would advise other exhibitors to pay special attention to the stage and film version of this production," said Mr. Ablcson. "Usually the manager of a legitimate theatre is good for a story on how the original stage play was presented. This gives a good introduction to any exploitation campaign. With proper care to exploitation the picture looks to me like it will break records anywhere." Stillman Composition Attracts Better Class Stillman ">j -^Joddy asidM Meek MARY PICKFORD I ev : JOHN FOT JR. ='/ AUTHMOf ;.\ ~TH£Tfia/L ! OF THE j t-onesoni \i\ Heart of the Hills Mary Pickford in an entirely new role, ... a f§4 nam girl m Cod'.CreatOut.Of Doora. !M . The tame beloved Mary, with her /at=^' imilea and tear), her lovej and /, hatn, her whims and win* A" ning waya. /f A three column design used by Loew s Stillman theatre, Cleveland, which has the appearance and dignity of a framed portrait. There are none who will deny that pictures of a certain type please what is popularly known as the better class, that pictures of another type satisfy the natural opposite, and that the exhibition of a picture of the first type to an audience of the second class is not good judgment. But it is not always easy to predetermine the character of the audience which attends your theatre while a certain picture is upon exhibition. It can be done, however, and it is worth doing. I.oew's Stillman theatre, Cleveland. O., made sure that the better class of patronage would be attracted to that playhouse to see Mary Pickford in "Heart O* The Hills," her First National production. The advertisement which made certain that only the better class would be attracted is reproduced here. The original was three columns in width. Here is an example of what may be accomplished by a little thought in the matter of make-up. A shoddy setting would have ruined the effect of the most carefully written copy. This setting here employed would have given the desired effect to practically any copy that might have been contrived. Examine the finished product. It suggests nothing so much as the beaten silver photograph frame, an article which is not commonly found in the homes of the middle class. About the whole composition is thrown the air of the distinguished. 72 It is not necessary to go deeply into the psychological side of the advertisement. It tells its own story. Imperial Has New Use For Star Photographs The leaders of mankind, the giants of history, have been men who did new things. In proportion to the general value of the new methods that have been discovered their greatness is rated. Only the few at the top are written about and reproduced in bronze. But the man who does a single new thing, thus showing other men how to save themselves time and effort, is none the less a public benefactor. The advertising manager of the Imperial theatre, San Francisco, has done something new in this four-column advertisement for "Everywoman." He has used star portraits in an absolutely new and novel manner. Thus simply stated, it does not look like a great achievement. A little study will bring into prominence, however, the utility angle, which is the important one. Star portraits are plentiful. Exfiibitorial offices are notoriously cluttered with the things. They are one of the exhibitor's problems. Unless he can u»e them suitably in lobby displays they are worth but little to him. By simply framing them in tiers, as they have been framed by the Imperial advertising manager, an attractive and altogether novel advertisement is produced. Exhibitors can use that idea. The man who evolved it has rendered service. . ^ ... -ra. a,..*.*, flaw " I tmf i« m ■' ra. 4wt' <*. aarj * «_ _4 af v.r aatav ataftm <A" Simple but artistic display of the stars in "Everywoman," each identified with the character portrayed, make effective a four-column advertisement used by the Imperial theatre.