Exhibitors Herald (Oct-Dec 1920)

166 EXHIBITORS HERALD December 25, 1920 Success in Exploitation Depends Upon Use of "The Different," Says Shapiro By VICTOR M. SHAPIRO Exploitation Manager, Pathe Exchange, Inc. STRIDES in theatre exploitation during the last year have been remarkable. Showmen of the country have found out that the flare of the circus and the old time bally-hoo have a definite application to their theatres. They are realizing that their exploitation reflects the personality of the man back of the theatre, just as strongly as do the courtesy and efficiency or musical interpretation inside the theatre. Perhaps the most striking example of exploitation of this calibre with the circus touch and radiating dynamic personality is presented by those houses which have taken pictures of real merit, not necessarily the so-called superproductions, and by consistent and persistent exploitation won for their houses the reputation of being alive, alert and keen to do things in a daring, distinctive and original manner. Exhibitors have become more courageous ; the audacious has made its appeal ; the "different" has been sought after and attained. It required courage to imbue patrons with the tremendous value of Harold Lloyd as a stupendous box-office bet. It required brains to exploit Harold Lloyd in full page spreads above the feature attraction. Many theatres throughout the land have done it and just as many have followed suit. IT REQUIRED courage for a small town theatre to take features like "One Hour Before Dawn," "PassersBy" and "The Broadway Cowboy," and on the strength of their key city exploitation to pay a real price for the feature and rely on their own individuality to put them over in compelling style that resulted in box office success. And above all else the forward looking showman has discovered his "lobby." Showmen who have been in commercial lines know that the lobby displays are the eyes of the theatre. And eyes attract. Particularly in localities where transient trade is large, the lobby shopper is the one to whom the direct appeal has been made. * * * A PARTICULAR bit of advertising psychology has been unearthed in the fact that these passers-by will read long articles, newspaper clippings and extensive descriptions of the picture playing or to be played, particularly if it contains the spark of human appeal and sparkles with out-of-the-ordinary interest. Dovetailing with this line of box office stimulation, the question form of advertising on highly dramatic pictures has become a valuable aid for use either in conjunctiftn with the colored display photographs or the black and whites in the lobby. Every class of house has found these effective. In Canada "Man and His Woman," which played at the Auditorium, used these questions to such an advantage that the records of the theatre held by "Male and Female" went by the boards. Perhaps the questions reproduced herewith will give the answer. * * * THE SOUL OR THE BODY? THESE ARE THE QUESTIONS CAN THERE BE REAL LOVE WITHOUT THE SOUL? DOES MAN LOVE WOMAN FOR HER BODY OR HER SOUL? IS "SEX HUNGER" OR "CURIOSITY" THE REASON FOR PROGRESS? WHY IS LOVE OF WOMAN THE GREATEST AND WORST THING IN THE WORLD? IS SEX ALONE THE BASIS OF MARRIAGE? WHAT IS MAN'S CLAIM ON WOMAN? CAN A FOOLISH LOVE AFFAIR BLAST A MAN'S LIFE? WHY DOES PASSION BLIND MAN TO WOMAN, AND WOMAN TO MAN? DOES MAN OR WOMAN EXERT THE GREATEST INFLUENCE IN MARRIAGE? WHAT DOES WOMAN GIVE IN MARRIAGE? WHEN TWO DIFFERENT KINDS OF WOMEN LOVE ONE MAN, WHICH DOES HE CHOOSE? WHY DO SOME WOMEN LOVE WEAK-WILLED MEN WITHOUT CHARACTER? WHEN IS A WIFE A NOVELTY? * * * JUST as effective a display for lobby shoppers is contained in the rotogravure one sheet which is brightened by dramatic "stills" with captions and heightened in interest by selling talk with the throb and thrill of "heart-high" copy. Another phase of unique lobby display activity which has sprung to the front is the enticing poster cut-outs mounted on cardboard and hung in a compelling position either outside or inside of the lobby. While the big theatres have had their own artists to create these — the medium-sized house has found the regular run of posters to be of sterling value. Furthermore, the wise showman, knowing that action for the lobby will attract quicker than mere still life pictures, has hit upon the idea of either hanging an electric light behind these cut-outs which blink and light alternately or by a mechanical contrivance to have the poster move and sway in keeping with the action of the drawing. * * * ASIDE from the fact that beautiful women always attract, as the case of the Harold Lloyd 24-sheet, the electric light used in conjunction with the 24sheet of "One Hour Before Dawn" and the bucking bronco used with "A Broadway Cowboy" were as distinctive and effective bits of exploitation as were conceived for any showman's lobby. Particularly with serials, the lobby display »hat carried the atmosphere of each episode has been found to be an exceptional attention getter and business stimulator. For instance, in "Ruth of the Rockies," where the atmosphere of the episode was in Chinatown, the alert showman who had a Chinese lobby and a Chinese stage setting created a sympathetic mental attitude before the episode was screened. Western atmosphere has been transmitted in the same manner. » • * ^qrilE THIRD EYE" offered to the A Muse theatre of Omaha an opportunity to supply all of the children of the neighborhood with paper eyes which could be stuck on their foreheads to represent "The Third Eye." Inasmuch as serials draw greatest from the child patronage, this showman profited by the child psychology which tied up this serial with the novelty idea. And even a one-reel subject, like the Pathe News, the first news reel, the real news first, has come in for its share of attention by showmen who recognize the service this unique film renders. In conjunction with the tenth anniversary of this news reel, showmen are having the enviable opportunity to advertise local scoops, to use their lobby in notifying their patrons of immortal events of the last decade along with international scoops and help celebrate their success of the last ten years with Pathe News. The lobby of a theatre can be reserved and quiet; it can be compelling and forceful; it can whisper its message or shout its story — it all depends on the personality of the theatre which reflects the individuality of the man behind the theatre. * * * IN THIS short article space does not permit the writer to touch on the high powered value of newspaper advertising, or the tie-ups with commercial enterprises, or the "stunt," street bally-ho», or the varied ramifications which beckon the exhibitor in his business building enthusiasm. But a greater percentage of showmen have "found" their lobby and are reaping the rewards that come from intensive thought along trails newly blazed, and are grasping the opportunity close to their doorstep and creating a magnetic, attractive and sales packed display. Judging from the way the wind is blowing, there is a renaissance in the mental attitude of the shownman, and where courage was needed before and where courage is demanded today the live wire is supplying it, adding his touch of distinctiveness and putting in that something which differentiates the mediocre from the real and acknowledged success. The showman is going forward and with due humility we feel that Pathe, with its complete program, is helping in the constructive work.