Exhibitors Herald (Jul-Sep 1921)

34 EXHIBITORS HERALD August 13, 1921 Exploitation Stories Recorded by the Lens Showing the Trend of Advertising Activity PASSENGERS alighting from Bayonne, N. J., busses in front of the Lyceum theatre stepped upon paper advertising Paramount's Cosmopolitan production, "The Wild Goose," placed in that unique position by Fred V. Green, Jr., Paramount exploitation man. It is reported that nothing save rain damages paper securely pasted in such a position and suggested that such placement need not be limited to the space in front of the theatre. kfcrpob MUCH SPEED," which promises to surpass A in exploitation records Paramount's earlier Reid vehicle, "What's Your Hurry?" has had its second big campaign. Des Moines, la., was the scene of the event and accompanying illustrations show the work done. The mayor of the city endorsed the campaign, his letter being carried in illustration of the general speed-warning story in Des Moines papers. Max Doolittle, Paramount representative, took over direct management of the campaign, co-operating with Arthur G. Stolte, managing director of the Des Moines theatre, where the picture was shown. Practically every stunt used at the picture's initial campaign in Philadelphia was duplicated, with sundry elaborations in accordance with local conditions. So well known are the methods by which "What's Your Hurry?" was NEWSPAPER advertising as well as the window display of the Adskin-Tilley Furniture Company, Holyoke, Mass., served as advertising for "The Inside of the Cup," Paramount production, when that attraction was shown at the Strand theatre. made one of the big exploitation pictures of film history thai description of work presently done in connection with "Too Much Speed" is not essential to the successful exploitation of the latter attraction by American exhibitors. The pictures are of sufficiently similar nature to admit of practically identical advertising.