Exhibitors Herald (Jan-Mar 1920)

March 20, 1920 EXHIBITORS HERALD 69 Jensen-von Herberg Ad Style Has Cash Value The most valuable sort of advertising that can be conducted at the present time is that which has a tendency to convince the public that motion picture entertainment is worth more than the admission price that has been charged. Whether or not a raise in admissions is contemplated, the advertisement which does this in any degree, is to be commended. The People's theatre. Portland. Ore., one of the Jensen-von Herberg theatres, used such an advertisement for "Pollyanna." Mary Pickford's first United Artists production, during the recent engagement at that playhouse. It is reproduced here that its attributes may be made familiar to all who read this department. It is in the composition of the whole, rather than in any specific detail, that the advertisement scores. It is a fine example of the results that may be obtained with comparatively commonplace working materials. The soft tone which characterized the printing of the original stamped it at once as "high class." The picture attraction itself was advertised to the public on a national scale as meriting that same adjective. People have learned, and cannot help but learn, in the ordinary course of living, that the high-class product costs more than the "every-day" variety. It is not known that the People's the.atre charged a higher admission for the picture. But it is certain that a higher than usual admission would have been as readily forthcoming as the established one. And it is certain that the public, whether or not it paid more to see "Pollyanna." will accept with better grace whatever increase may be made in the future. Unique stage set used by the Reviera theatre, Chicago, to put over "In Old Kentucky." The picture was stopped in the middle of the fifth reel to introduce the race track atmosphere. "In Old Kentucky" Receives Novel Presentation at Riviera Theatre A soft finish upon a design made up of artistic body content distinguishes this four column ad from the Peoples theatre, Portland. Ore. The Riviera theatre. Balaban and Katz's beautiful cinema palace and one of the largest and prettiest photoplay houses in the central west, has been the scene of many novelties in the way of unique and artistic stagings since its opening a little over a year ago. Through the extraordinary efforts put forth by the management the theatre has built up an immense clientele in Chicago's north side residential district and the popularity of the house has spread throughout the city. Each big feature that has occupied the Riviera's screen since its opening has been accompanied by a special setting appropriate to the particular picture on display. There are also vocal numbers— solos, duets and quartets — with male and female voices, by selected artists. These vocalists render appropriate numbers and are accompanied by the large orchestra which also has gained an enviable reputation among Riviera patrons. None of the various reatures played at this popular house, however, has excited the interest and brought forth the favorable comment that "In Old Kentucky" has which just closed a week's engagement there. This was due in a large measure to the unusual and very complete race track skit that was introduced during the picture's run and the unique manner in which it was used. As those who have seen the picture know the big "punch" of the play is the race which is won by "'Queen Bess" and ridden by "Madge" in the absence of the drunkea jockey. Interest in th< picture at this point is at fever heat, occurring as it does in the fifth reel. It was at this point the Riviera management brought in their novelty. The film was stopped, the screen raised and disclosed a corner of a typical Kentucky race course. Stable boys are lolling about, darkeys strumming on musical instruments sit beneath the trees while more energetic picaninnies are dancing in the dust. Off in one corner a crap game is in progress. The atmosphere of a hot summer day is conveyed to the spectator by the bright sunlight streaming down. The time arrives for the jockeys to "weigh-in." "Madge," impersonated by a young lady about the size and build of Anita Stewart, saddle in hand, dressed in the drunken jockey's riding sui:, arrives, accompanied by the Colonel and the caretaker of "Queen Bess." She is spirited to the stable and rides to the judge's stand with the rest of the field. The gong rings. All is activity. The dice and banjos are laid away and the race is on. As the excited crowd leans over the paddock fence cheering the riders on, the screen descends, the orchestra crashes into a lively air and the picture continues with one of the most realistic and breath taking races ever filmed. The whole is very neatly done and the management of the Riviera is to be congratulated upon its perfect synchronization. It is a stunt that can be effectively staged in any house and at little expense. The word of mouth advertising the Riviera received more than paid the firm of Balaban and Katz for their enterprise.