We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
December 25, 1920
EXHIBITORS HERALD
163
Paramount
Exploitation
Staff
Aids Exhibit
:ors
The Ca use
Maintaining? a highly developed and smoothly functioning exhibitor exploitation organization which provides an experienced representative in every exchange point, the Famous Players-Lasky Corporation is responsible for some of the most intensive and spectacular theatre advertising done in 1920. Every exhibitor is more or less familiar with this department of the institution and cannot but have definitely formed impressions as to the value of the service.
Claud Saunders, head of this department of the Paramount organization, describes upon the opposite page a few of the more important exploitation achievements scored during the past year, giving also his views on the general subject of theatre advertising.
Interesting as is his discussion, it is in the daily news of exploitation done by Paramount representatives cooperating with exhibitors that the full significance of the work is brought out. The little things as well as the big impress the observer with the possibilities of development and consequently greater accomplishments promised by present and past performance,
The Effect
The cooperative advertising exhibits presented herewith are typical of the results produced by Paramount exploitation men. Above is shown an attractive window display obtained in Elmira, IT. Y., during the showing of â– Something to Think About" at the Regent theatre. Albert S. Nathan, exploitation representative at the Buffalo exchange, was responsible for it, the first cooperative window used by the M Doyle Marks music store.
The illustration at the left shows a prominent corner in Indianapolis, Ind., arranged by Oscar Kantner, the youngest member of the Paramount exploitation force, who obtained several similar displays and great newspaper publicity for the Ohio theatre showing of "Something to Think About" when he disclosed the fact that Monte Blue, who has a prominent role in the picture, was an Indianapolis boy.
The two enterprises typify the every-day cooperation accorded the exhibitor by the exchange exploitation men. In addition to the direct assistance given in behalf of Paramount pictures there in a not inconsiderable value In the sharing of interests in constructive, standard advertising. This is of permanent aid to the exhibitor.