Exhibitors Herald (Jan-Mar 1920)

66 EXHIBITORS HERALD March 13, 1920 Saenger' s "Every woman" Contest Has Double Publicity Advantage One of the attractive birthday advertisements used by Stanley Chambers for the Palace theatre, Wichita, Kans. His anniversary week, lavish as it was, doubtless netted him but a small financial return. But we are confident, knowing what we do of Mr. Chambers, that his intention was not simply to make money. We are satisfied that he went into the enterprise with the avowed intention of giving his patrons a week of the best entertainment available, with the thought that if the box office showed no actual loss he would be content. A week of this sort is good for any theatre. The theatre-goers'»of Wichita had supported the Palace staunchly for four years. To give them a week of practically complimentary entertainment is both good business policy and genuine citizenship. .We are quite confident that the people of Wichita rate Stanley Chambers high among the desirable citizens of the community. Type Type is the exhibitor advertisers' best friend. It can also be his worst enemy. The matter depends altogether upon the degree of care or lack of care exercised in its employment. Type, like all good friends, wears well. The first approach may not be altogether pleasant. The man who uses it for the first time seldom is greatly gratified with the result. It is a friendship that must be cultivated. But it is very much worth cultivating. ' The splendid type advertisements that are used by the exhibitors who have given the matter serious thought should serve as final proof of the statement which opens this discourse. H. L. Swain, Shreveport, manager for the Saenger Amusement Co., one of the most prominent chain theatre organizations in the South, following the practice that has become general in the exploitation 'of big pictures, added to the effectiveness of the double-page co-operative spread by an arrangement that merits the attention of all. The double page which was used is reproduced herewith in such proportion as is commensurate with the size of our page. Unfortunately, in this size it is impossible to read much of the smaller type appearing in the merchants' advertisements which make up the majority of the page. The double publicity value of the arrangement lies in the fact that the spread was used twice before the opening of the picture, once when the contest was announced and later when the winners of the larger prizes were listed. There is, in this arrangement, a distinct value. It marks a distinct advance over the somewhat set custom that has resulted because of the great success of the single entry, a comparatively recent enterprise which has been adopted by exhibitors throughout the nation. By the simplest of reasoning, by reference to the multiplication table, it is at once seen that double this value is possessed by the spread which appears twice. To this statement, naturally, some will take exception. But a little thought will doubtless remove the doubts that arise. Simply for its duplication of original copy, not considering the matter more deeply, it is obviously true that the second appearance will not be as profitable as the third. Many readers who did not read the original will read the second spread. And many who read the first will pass over the second. But the names of the winners, at least, will be read with interest. And it is absolutely certain that a renewal of the impression formed in the first reading will be deepened. Then there is the prestige that invariably comes to the man who does a thing better than it has been done before. This prestige cannot be overestimated. It is a thing of real value. It stamps the man as a progressive, a leader, and it is human for people to favor natural leaders. As has been observed, the contest presents more than the usual demand for effort on the part of the contestants. It is no easy matter to pick out of the mass of type contained in the layout the letters that may be used in the spelling of "everywoman." It is a task which many would not attempt. But in this case the reward offered — ten dollars in gold for the first prize and suitable prizes for the remaining contestants— is sufficient to tempt the reader to put forth that effort. Especially will the feminine portion of the population rise to the opportunity. They have the time in which to do the work required. Housewives, particularly, will seize upon the thing as an entertaining way to pass an afternoon and a possible way to add to the weekly budget. Those who have children will doubtless be forced to do the work by the pleas of the little ones, for contests make their strongest appeal to the young. Thus, there is a double angle, and doubtless a third and fourth could be discovered, to this enterprise conducted by Mr. Swain. It is an enterprise typical of the Saenger organization, an organization that has made its name famous. Signatures A certain member of the national House of Representatives, it is stated by one who receives his literature, signs every communication sent out or has it signed by persons trained in imitating his signature. He has held his seat a long time, and will doubtless hold it for a long time to come. Exhibitors who use mailing campaigns, and every exhibitor should use them, can readily see the great advertising merit in his system. Readers were invited to spell the title of the picture "Everywoman" as many times as possible from the text of the merchants' advertisements in this Saenger co-operative campaign. This from a double page spread