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December 25, 1920
EXHIBITORS HERALD
169
Leopard Lobby Induces Word-of-Mouth
Publicity for Louise Glaum Production
Advertising men who have voiced objection to exploitation based upon motion picture titles', should find cause for reflection in the above reproduction of a photograph showing the lobby display used by H. J. Smith, manager of the Palace theatre, Buffalo, N. Y., for the J. Parker Read, Jr., Associated Producers attraction, "The Leopard Woman," featuring Louise Glaum.
Though the application of the title is metaphorical, the display was none the less effective because it did not depict actual scenes from the picture.
Its chief strength lies in its direct appeal to passersby and the certain result of that appeal — word-of-mouth publicity.
Louis Glaum is not associated with animal pictures in the public mind. Her characteristic type of entertainment is well known. The animal phase of the display, provided in the stuffed leopards seen in the cage in the foreground, was correspondingly productive of discussion.
The Egyptian box office decoration is another intriguing touch. Together with the cage exhibit it sheds an attractive air of the mysterious over the whole that cannot have been without direct result in producing comment.
Among the first examples of exhibitor exploitation to be recorded in connection with the output of Associated Producers, Inc., the Buffalo display has a double claim upon the interest of the trade. The first exploitation of an individual attraction is always of direct value to exhibitors who will play that production.
In its application to the question of exploitation based upon titles it is of permanent worth to the advertising man.
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