Exhibitors Herald (Jan-Mar 1920)

March 20, 1920 EXHIBITORS HERALD 67 u 'Home Folks" In Films Provide Unique Angle for Exploitation In a recent issue we called attention to the fact that nearly every city and town in the nation is represented by at least one person in motion pictures, pointing out the advantage of keeping in touch with such players, booking the pictures in which they appear, and making capital of the fact in advertising. Less than a month* had elapsed when two striking examples of the working out of -this idea, suggested with some hesitation, reached our office. Stanley Chambers, manager of the Palace theatre. Wichita, Kans.. and one of the most progressive advertising men in the industry, was the first to submit an example of the application of the idea. Marjorie Mahurin, who advertises for the Orpheum theatre, Fort Wayne. Ind.. mailed her specimen so that it arrived the following day. All of which is doubtless but coincidence, but strengthens our faith in the idea nevertheless. We have reproduced both the advertisements submitted, in order that other watchful exhibitors, when they are presented with a like opportunity, may have a working model to follow. We would doubtless have reproduced them anyway, for they are worthy of the light of print in themselves. It was in ''Greater Than Fame." a recent Selznick production starring Elaine Hammerstein. that Miss Mahurin saw her opportunity. Marie Centlivre. according to Miss Mahurin. is "a very promiennt Fort Wayne society girl." She played a small part in the picture, but Miss Mahurin saw the opportunity at hand and made the most of it. "We inquired of Select the full particulars of the part Miss Centlivre played." writes Miss Mahurin, "and as she is very well known locally we made the mdst of her first appearance in motion pictures, though not in any way attempting to conceal the fact that she had a very minor part. Marjorie Mahurin, advertising for the Orpheum theatre, Fort Wayne, Ind., took advantage of a local angle in remarkable manner. "We had tremendous crowds and long waiting lines every evening of the three day run of the picture, and felt well satisfied with the publicity we had given Miss Centlivre for praise for her work was forthcoming from everybody, whether personally acquainted with her or not. When a Wichita product was announced as star in "The Mystery Of The Yellow Room" Stanley Chambers did not fail to capitalize the fact. "You have been very kind heretofore to compliment me upon the use 1 have made of rules and stills, which is more or less of a necessity because of the limited material with which I have to work, but in this case we went to the expense of some additional art work. The picture of Miss Centlivre I had, although I touched up her features so they would print distinctly I drew the picture of Miss Hammerstein. using the press book cover as a model, and also did the printing" So runs Miss Mahurin's account ot her successful exploiting of the fact that a former Fort Wayne girl was to appear in a motion picture. The success of the enterprise is apparent from her mention of the business done during the engagement. Mr. Chambers went about the actual operation in somewhat different manner, in the typical Chambers manner. "The Mystery Of the Yellow Room." a recent Realart production was the picture with which Mr. Chambers put into operation the local angle. Lorin Rake, a former citizen of Wichita, appears in the picture and the manner in which Mr. Chambers capitalized the event is plainly seen in the accompanying reproduction of the striking display that was used in various sizes during the run. Mr. Chambers neglected to make a report of the business done during the engagement, but there is no reason to believe that it was unlike that experienced by Miss Mahurin. The psychology of the enterprises is the same. In both cases the work was done in high class manner. And no doubt the results were the same. The two events coming so close together, and following so closely upon the heels of the original suggestion, there is in it further evidence, if that were needed, that the readers of this department embrace the most progressive and enterprising advertisers in American theatredom. They are wide-awake, these readers, if they will permit the use of the bromide, the type of advertisers that are carrying the banner of theatre advertising rapidly to the front rank of American advertising. The business that engages workmen of this calibre can not "go back." It is certain to advance, and these people must be credited with the bulk of the advance made. Weekly Slogans When "Erstwhile Susan" and "The Fear Market." Realart productions starring Constance Binney and Alice Brady, respectively, were shown at the Hamilton theatre, Lancaster, Pa., the management inaugurated what was known as "LeaveYour-Heart-At-HomeWeek" to stimulate enthusiasm. Exceptional success is reported as having followed the enterprise. There is good reason to believe that a week thus distinguished by the use of a slogan, whatever line may be used, will stand out from the year in the columns of the ledger as well as in the memories of patrons. It is an easy matter to concoct slogans to suit the attractions of a given week. Try it out.. & 10' ST An attractive window display arranged by the Woolworth stores of Detroit to exploit "In Old Kentucky." starring Anita Stewart and distributed by First National Exhibitors' Circuit.