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EXHIBITORS HERALD
October 2, 1920
Last Week —
Chicago exhibitors stressed in newspaper and other advertising the return of music to their theatres— many combining the announcement with explanation of a new admission scale.
Personal letters, written in longhand and mimeographed, were sent to men and women of Bartow, Fla., purporting to tell of the marriage of a friend who signed Christian name only. "Please Get Married," showing at the Orpheum theatre, was cleverly worked into the letter and the box office result was excellent.
A dog resembling that appearing in "Up in Mary's Attic," the Fine Arts Pictures, Inc., production, was planted in a home in Atlanta, Ga. Neighbors discovered that the canine did duty as "nurse" to a three-month old baby while its parents were away, rocking the crib, amusing the child and even playing the phonograph. When newspaper men made inquiry, the father stated that he got the idea from seeing the picture — and the news story which resulted had the desired effect.
H. E. Skinner, manager of the Alhambra theatre, Ogden, Utah, announced that the past summer has been the most successful in the history of the house, due to the consistent use of specially made motion pictures showing current events of interesting nature transpiring in Ogden and at neighboring summer resorts.
Frank Cook, manager of the Strand theatre, Milwaukee, Wis., made use of the "Just Married" automobile street exploitation for "Married Life," and the police department detailed two special officers to regulate the traffic, the men accompanying the expedition throughout the city.
The Strand theatre. New Brunswick, N. J., advertised, "Bring Your Own Music," adding explanation of a musicians' strike, and a hundred amateurs presented themselves at the door, anxious to try out their talent. An orchestra was made up of the players present and applause of the audience nominated winners in the contest.
Few productions contain presentation material so readily adaptable as that indicated in the above still from "Beverly's Balance,'' Wanda Hawley's forthcoming Realart publication. A tabloid musical comedy can be used to excellent advantage and the enterprise may be extended to include street exploitation and window work with little additional expense or difficulty.
Horsemen costumed in imitation of the riders that appear in "It's a Great Life," Goldwyn's picturization of Mary Roberts Rinehart's story, "Empire Builders," should create a stir when seen upon any city's streets. The same general note can be introduced in presentation, the horsemen doubling, if desirable.
'Kismet," the Robertson-Cole production featuring Otis Skinner in the role that he made famous upon the stage, presents an opportunity for lavish use of the Oriental type of exploitation and presentation. The still from the play shows characters which may be approximately duplicated with professional or amateur talent.