Exhibitors Herald (Jan-Mar 1920)

EXHIBITORS HERALD First National Exploitation Man Blankets Opening of Ascot Races The opening of the Ascot races, after the event had been under the ban for several seasons, attracted great crowds. It was an event that tradition held in high esteem. It drew people to whom other forms of amusement present little or no appeal. Sweepstake Special Entries For Today 1 ANITA STEWART Thoroughbred and Favorite 2 "In Old Kentucky' Pride of the South 3 TALLY'S KINEMA A Good Bet an>time 4 JANUARY 11TH The Date of the Start 5 QUEEN BESS A Sure Winner 6 LOUIS B. MAYER He brings home the bacon 7 Marshall Neilan Always Reliable 8 THEGOODLUCK PICTURE OF 1920 If / Facsimile of a well-made-up "form sheet" which was distributed at the tracks by the jockey. A week after the opening of the races Anita Stewart's First National production, "In Old Kentucky," was to begin a run at the Kinema theatre, Los Angeles. A horse race plays an important part in the picture. The choice for a tie-up was obvious. . Accordingly, Ed Rosenbaum, Jr., was cimmissioned to act in behalf of Louis B. Mayer, producer of Anita Stewart productions, and Lawrence Weingarten, First National exploitation manager for the Los Angeles territory, in putting over a campaign which would bring the Kinema engagement and the picture to the attention of the thousands who gathered for the turf classic. We have reproduced two photograph? showing front and back views of the colored jockey who had the only grand stand concession granted during the week. The signs which were affixed to him are readable in the reproduction. We have reproduced also the form sheet which the man distributed. It is a clever bit of work, a few words, admirably arranged, that give at a glance the important fac s regarding the production. These were distributed with a free hand. Race courses are traditionally littered with material of the sort, but it is safe to assume that in this case the picture advertised got more publicity than the sales at the Los Angeles dry goods stores and such other events as were doubtless advertised. But the enterprise did not stop with these two notable steps. On Sunday the track officials were persuaded to admit Anita Stewart to the grand stand to act as honorary judge of the races. Here she was, obviously, in the spotlight of attention. All eyes are directed toward the judges' stand. The lady doubtless received her share of attention. That this share should be a big one, the day was called "Anita Stewart Day" and a huge banner across the park emblazoned the fact to the world. Just what effect the enterprise will have upon the engagement at the Kinema cannot be chronicled at present. No reports have been made to date. But there can be but one result. Thousands of people learned about the engagement that could not have known of it otherwise. Some of them will attend. Is the girl who sells your tickets cheerful and polite ? How about your ushers? Do you keep your theatre scrupulously clean? It is easy to lose a patron — and difficult to win one back. Pictures and music are not everything. Don't overlook the little things which make for contentment of the people who attend regularly. Above are three pertinent queries. There are a dozen or two more vou can ask vourself. An empty auditorium is deceptive. A thousand-seat house seems to have five times that capacity when the seats are empty. When the seats are all occupied it appears to accommodate even less than the actual count. People do not like to sit in a sparsely tilled auditorium. There are numberless cases on record where well-filled seats, rilled by whatever means, have drawn patronage and built business. An empty seat represents more than the loss of a single admission — it represents a menace to the future. This negro in jockey costume was a prominent figure at the Ascot running races, advertising the coming engagement of "In Old Kentucky" at the Kinema theatre, Los Angeles. 77