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December 25. 1920
EXHIBITORS HERALD
171
Gold wyn Pictures Ijiven
Wide Publicity in 1920
EXHIBITORS THROUGHOUT NATION PARTICIPATE IN STEADY MOVE FORWARD— "THE SILVER HORDE," REX BEACH PRODUCTION, AND '•MADAME X" BEST GOLDWYN EXHIBITOR-ADVERTISING ATTRACTIONS
Theatre Men Are Active
Theatre men distinguished themselves in 1920 by abandoning' the more or less marked apathy formerly decried by the more thoughtful in the industry and demonstrated to the satisfaction of all that they were capable of singling out the strongest advertising features of motion picture productions and basing thereupon expansive and productive exploitation campaigns. This development is strikingly shown in the treatment accorded two Goldwyn productions, "The Silver Horde-' and "Madame 3E," the former a picturization of a novel and the latter the adaptation of a stage success.
Photographs reproduced herewith show the methods by which the Alcazar theatre, Great Falls, Mont., advertised the Sex Beach production. The display is typical of the work done in its behalf in various sections of the country, the acknowledged popularity of the Northwest picture making especially advisable extensive exploitation for this type of play.
"Madame X," published more recently, has received what seems at the time to be even more striking exploitation. Scores of stunts have been employed in its behalf. Innumerable window tie-ups have been made, and a recent story detailed the manner in which an enterprising exhibitor "stole" the popularity of the Singling Brothers-Barnum 8t Bailey circus and a "Billy" Sunday revival meeting.
The pictures present different demands. They call for different methods of treatment, just as they appeal to different classes of patronage. The reading1 public is obviously the one to appeal to in behalf of the Bex Beach picturization. The play-going public has naturally the greatest interest in the Pauline Frederick vehicle.
In the fact that exhibitors have learned to thus analyze an attraction, settle upon the most promising of its qualities for exploitation purposes and t>lan and execute constructive campaigns upon that information, lies convincing proof of the genuine advance that has been made during the year.