Exhibitors Herald (Jan-Mar 1920)

68 EXHIBITORS II E R A L D March 20. 1920 Genuine Circus Features Employed For "Her Elephant Man" At Rivoli Exploitation of the highest order, in which genuine circus features were used to "circus" the attraction, were employed during the run of "Her Elephant Man," Shirley Mason's first Fox production, at the Rivoli theatre, Denver, Colo. And the features may be duplicated with hut slight variation by every exhibitor who plays the picture. As the accompanying photograph, taken during the run, will testify, the front of the Rivoli was dressed in such manner as to constitute an almost perfect representation of the typical circus tent. Inasmuch as the play is a story of circus life, practically all of the action taking place "under canvas," nothing more fitting co«ld have been contrived. There is a distinct value in productions that, by their very nature, thus invite, indeed inspire, presentation and exploitation measures of this type. The sight of the circus tent undoubtedly caused comment of the most favorable variety. In the first place, there is the publicity angle, one that cannot be measured in dollars and cents. And the word of mouth advertising that resulted from even so simple and expedient device as the tented lobby is of inestimable value. Then there was the parade. In the photograph four of the camels used are shown. In all cities it may not be possible to procure that number of dromedaries for parade purposes, but any animals that can be obtained can be used effectively. Motor trucks, or even drays, can be made over at little expense to pass for parade floats. And it is certain that a little ingenuity will produce a band wagon, which, with the musicians mounted upon its top and doing their part with proper enthusiasm, will draw more attention than many pages of newspaper advertising. In the Rivoli exploitation clowns appeared before the tent, giving their performances, playing their time-honored jokes upon one another, making as much noise as possible and serving as an unbeatable ballyhoo. in such manner as to make it one of the strongest possible boosts for the picture. The Rivoli managers, H. C. MacDonald and Charles H. Wuerz, were not content, however, to depend altogether upon the street exploitation to make the picture a success. They invaded the newspapers of Denver with half-page advertisements that carried with them the hearty spirit of the outdoor enterprises. One of thesehalf pages has been reproduced for purposes of illustration and is presented Willi^jTi Tbxs * LITTLE SUWMSE \ PAINTY n. Stapting . z Today" ^ Ji Ri.oJ. Cooccrl OrcWU/a OwIim*. "Amtrimt F*ou*« V.cl.» IWWt A pictorially attractive and well arranged half page advertisement used during the run of "Her Elephant Man " at William Fox's Rivoli theatre, Denver, Colo. There is no limit to the extent to which this method of imparting realism before the exhibition of the picture can be developed. It should not be beyond the means of the more advantageously situated exhibitors to conduct a sideshow in conjunction with the main event. Vaudeville acts that would fit well into the scheme of things can always be obtained. Their work could In supervised herewith. It is distinctly a "live" page. Its copy and its illustrations carry the spirit of the whole enterprise and bring the appeal of the circus to citizens who might, though it seems improbable, miss the parade and the ballyhoo. This is not the first Fox feature that has brought out exploitation measures of this nature. "Checkers" will go down in history as one of the greatest stimulants to theatre advertising and exploitation of all time. "Her Elephant Man," if the Rivoli example is followed out as it should be by other exhibitors who play the picture, should make for itself a like place. SHIRLEY MASON -ME* Elephan Ingenuity Wins Photograph taken in front of the Rivoli theatre, Denver, Colo., showing the manner in which the engagement of "Her Elephant Man" was exploited. Messrs. W'ahl and Worcester, managers of the Kil Rare theatre, Wood River, III., displayed remarkable ingenuity recently when the side-walk stencils widely used in advertising "Back to God's Country," a recent First National attraction, failed to arrive from the exchange because of an unexpected shortage. The management triumphed over the difficulty by affixing to a light board of appropriate size stuffed canvas pads, these being of such shape that when dipped in white-wash and pressed to the sidewalk a perfect imitation of a dog's track was obtained. Ingenuity is one of the most valuable, if not the most valuable, qualities that the exhibitor advertiser can possess. Here is an example of its working out that is seldom excelled.