Exhibitors Herald (Jan-Mar 1920)

March 27. 1920 EXHIBITORS HERALD 69 Select Press Book Has Staple Service Design The feeling of satisfaction that follows the doing of an original and unusual thing is pleasant, stimulating and conducive to extended effort. But in the majority of cases the unusual and original thing is not done daily. The feeling of security that goes with the knowledge that a necessary thing can be done in high grade manner at any time, and repeatedly, is less keen but more desirable. It is a valuable feeling for the advertiser to have. From the Select press book the Ottoway theatre. Charleston, S. C, made up this four column design The press books issued by the Select Pictures Corporation with their attractions remove from the exhibitor's mind any question as to the advertising of those attractions in acceptable and attractive manner. The single design, a staple design which may be used repeatedly without tiring the reader, that is reproduced herewith, this time in connection with "She Loves and Lies." which played recently at the Ottoway theatre, Charleston, S. C. is worth money to the exhibitor. When the picture is booked the exhibitor who does his own advertising, or the advertising man who does it for him, is assured that he will have the essential big advertisement upon which the campaign that is conducted will be hung. He is then at liberty to use his imagination freely upon the other units to be employed. Such service is remarkable and of inestimable value. So long as press books are to be published, and affairs have reached such a stage that the company which does not publish them can hardly expect to sell films, they should be practical. That adjective fitly describes the Select product. Butte Campaign Stamps Locklear Film as Exploitation Stimulant That "The Great Air Robbery," the Universal feature starring Lieut. Ormer Locklear, deserves a place alongside of "Better Times," 'Checkers," "The Miracle Man," "Broken Blossoms" and "Eyes of Youth," as especially valuable contributions to film history because of marked influence upon exhibitorial advertising is now an established fact, the account of the exploitation campaign condutced for the picture's engagement at the Ansonia theatre, Butte, Mont., serving as final proof. The campaign described in these columns last week, instituted during the run of the play at the Band Box theatre, Chicago, was the first really big enterprise of the sort to be conducted in connection with the feature. It stands out as one of the few really big exploitation campaigns of Chicago history. But Chicago is not Butte, Mont., and there was reason to doubt that the great success met with in the bigger city could be duplicated in the less thickly populated communities. Now from Butte arrives the information that all attendance records at the Ansonia theatre were broken when the picture was shown for four days. Accompanying that information comes photographs of some of the events that took place, mishandling in the mails unfortunately rendering some of them impossible of reproduction. The one that came through without damage, presented herewith, shows the exterior of the theatre and the streetwide sign that announced the attraction to all who passed that way. The intensive campaign which Paul DeMordaunt. manager of the Ansonia. put into operation is not fittingly mirrored by the single reproduction. Two aviators were present, taking turns in flying over the city and the surrounding country, as. well as neighboring communities from which patronage might be drawn. Flights were made almost continuously throughout the duration of the campaign, suitable literature being distributed liberally. The result was that mentioned above, the breaking of all records at the Ansonia. a theatre which, if this campaign may be taken as indicative of the general practice, advertises extensively and intelligently at all times. There is a distinctly beneficial effect which should be credited to the producers of pictures which allow of exploitation measures of this magnitude. It is a benefit that endures after the picture itself has become merely a memory. The Universal exploitation men throughout the country have evidenced their willingness to co-operate in work of this nature. With the backing of their organization they are in a position to render the exhibitor invaluable aid. The exhibitor who does not avail himself of the aid thus proffered is, to put it mildly, short sighted. He is refusing a helping hand that may not always be extended with the same hearty invitation to join in a concerted effort to make money. Following the publication and circulation of each picture of this nature exhibitor advertising as an institution shows unmistakable evidence of the influence wielded. There is a heightened confidence which leads to extended effort. And the extended effort invariably results in better advertising of every variety. "The Great Air Robbery," for the production of which the obvious exploitation possibilities was doubtless in a measure responsible, is a picture to be recorded in red letters in the advertiser's records. ROBBE fx Scene in front of the Ansonia theatre, Butte, Mont., where an unusual campaign was conducted for "The Great Air Robbery."