Exhibitors Herald (Jan-Mar 1920)

66 EXHIBITORS HERALD March 20. 1020 THE exploitation campaign conducted for "The Great Air Robbery," the Universal production starring Lieut. Ormer Locklear, during its run at the Band Box theatre, Chicago, was one of the most intensive and comprehensive in Chicago film history. The star made flights over the city, the newspapers cooperated in giving the affair unusual publicity, and Morris & Company, pack Locklear9 s Spectacular Flying Aids" U" Feature's Chicago Run What is probably the most comprehensive exploitation campaign that has been conducted for a motion picture engagement in Chicago, a city where possibilities for this sort of advertising are unlimited, a campaign in which the Band Box theatre, the Universal exchange staff, the Chicago Evening American, Morris & Co., packers, and the Curtiss Aeroplane Agency participated, was that recently executed in behalf of the Universal feature, "The Great Air Robbery," which opened at the Band Box, a loop theatre, on February 21. Lieut. Ormer Locklear, star of the production, was in the city for the occasion, and his flights along the lake front and throughout the neighborhood districts served as the foundation for a campaign which has seldom been equalled for thoroughness and detail. Two days before the opening of the picture full-page, half-page and quarterpages were used in various newspapers. In these the many angles of the co-operative campaign that was to be conducted were introduced to the public. With the way thus prepared, Lieut. Locklear took the air from Grant Park, drew the attention of all to his remarkable stunts while in mid-air, and then commenced the distribution of literature of different varieties. One hundred thousand circulars advertising Morris & Co.'s Supreme Hams, several of which bore coupons redeemable at the office of the Chicago Evening American and good for one ham. were first distributed. Accompanying photographs show the distribution of hams to certain of the lucky coupon finders. Following the presentation of each coupon and the claiming of the ham or bacon, the newspapers printed photographs of the winner, with stories espe cially written for the occasion. In each of these the tie-up with the theatre and the feature was so clear as to have a direct effect upon the Band Box box office receipts. During the enterprise the packing company mounted one of its prize cows upon a great wagon, hitched its prize six-horse team to the same and paraded the streets. Upon the wagon was displayed a different sign every day, each of them bearing copy hinging upon the phrase, "This is no bull." The sight of a six-horse team upon Chicago streets is one sufficiently unusual to draw keen attention, and the theatre in this found another source of profit. Not content with covering Chicago in the campaign, the plane flew to Aurora, Elgin, Wheaton. Gary, Joliet, Hammond. East Chicago. South Chicago. Chicago Heights. Blue Island and numerous other suburbs. In each of these communities heralds announcing the Band Box engagement, together with a certain number of free tickets to the showing, were distributed. At the Band Box a lobby display in which a toy plane activated by a motor was the central figure was prepared especially for the occasion. As this is written the picture is nearing the close of the third week of its engagement. And engagements of that length in Chicago's loop are events in local theatre history. All of which but points out the great merit of this type of exploitation. I. L. Lesserman, manager of the Universal exchange in Chicago, and Harry Rice, director of publicity, are to be congratulated upon the excellent work done. The initial expense of enterprises of this scope is great enough to give pause to any but the most progressive advertiser. It is largely because of this ex ers, donated hams and bacons as prizes, also using their prize six-horse team and a float for street display purposes. pense, and because comparatively few of the motion picture advertisers of the nation realize how great arc the returns that may be derived from it, that exploitation is not nationally conducted on this scale. Chicago, when its size is considered, has not been as progressive in this field as conditions would seem to warrant. There will doubtless be noteworthy advance made during the coming year. The "Great Air Robbery" exploitation campaign establishes an excellent record for competing organizations to shoot at. Music Again With the great development seen in musical accompaniment for motion pictures during the past year, the enlarging of orchestras, the employment of talented vocalists and soloists, there has arisen a ghost of doubt as to which is the more important, the picture or the music. Lest there be some, influenced by the compliments passed by patrons upon the music offered, who believe that it doesn't matter what sort of pictures are shown, as the people are drawn primarily by the music, it may be well to mention that the self-supporting institutions where music is the sole entertainment in this country can be numbered upon one's fingers. The pictures, let it not be forgotten, made the music possible. Music was an art before the motion picture was invented. The exhibitor who permits his picture program to become subordinated to his music is paving the way for disaster. Good music is undeniably desirable. _ It has reached the estate of a necessity. But it is still and will always remain an "added attraction."