Exhibitors Herald (Dec 1921 - Mar 1922)

January 7. 1922 EXHIBITORS HERALD 41 Exploitation Letters 4 THE THEATRE EDITOR, Exhibitors Herald, Chicago, 111. Dear Sir: I am enclosing herewith photos on our lobby and entrance for "The Sheik." Also the sheik himself, who looks more like a bandit than anything else. Instead of a sign I had him hand out on the street heralds of the picture. His costume as well as the highly colored canvas in the lobby looks better than in the photos. We used the usual amount of paper, with big spreads in the newspapers. If you think the photos are O. K. would be glad to have you use them. Yours very truly, W. GRIFFITH .MITCHELL, Majestic Gardens. Kalamazoo, Mich. • DEAR MR. MITCHELL : Since the picture sheik was a bandit of a sort and the production was essentially colorful, your street man and your lobby register as just about JOO per cent appropriate. Your campaign is easily the best that has been reported to this department. It has the appearance of a costly enterprise. It also has the appearance of sure fire stuff. A large number of the showmen who will use the attraction should And your example of great practical value in arranging their exploitation. Thanks for enabling me to pass along the good word. Let's hear from you again. R w What Leading Citizens Say Regarding The Casino Theatre and "Over The Hill" MR. J. S. PARKER Mayor of Halifax "I had the pleasure of viewing "Over The Hill" at the Casino Theatre Saturday morning, and desire to express my deep appreciation of this masterpiece of Mother Love. I can assure every man, woman, or child, T hat. In this picture they will receive a two fold value ol.^ matte Interest, and human emotion seldom equalled. Congratulating you on the( good Judgment shown In your selection. • REV. OLCF T AVDBERG Pastor Church of the Redeemer I "Permit rr.e to thank you for the privilege of attend!.-^ the performance0??" "Over The HU1" thie momine? I expected a great entertainment and was not disappointed. It was. In truth, one of tire roost heart gripping Things I have witnessed in a. pLay. house, and I have seen much that Is good. •Hay I also express my appreciation of the fine qualities of the Casino entertainments On several occasions since my arrival tn Halifax it has been my privilege :o attend the moving pictures at the Casho. and I have invariably 'found them to be of the highest quality, both ethically *:.J aestetically." MR. GORDON ISN'OR Leading North End Merchant "Please "accept my thanks for your kind invitation to be present at the private screening of "Over The Hill" at your theatre on Saturday morning. 1 had the pleasure of seeing this "fine drama presented In Los Angeles. Calif., and believe It to be one of the finest I witnessed, it is a picture with a strong moral lesson, and should merit the support of every man in our city. I would like to compliment you. on the fine pictures you have alwai6 chosen for your theatre, and to congratulate you on securing "Over The Hill" for Halifax THE THEATRE EDITOR, Exhibitors Herald, Chicago, 111. Dear Sir : ■ Many thanks for the encouraging criticism in the Herald of December 17. I assure you that it is more than appreciated and will be an incentive for future work. I am enclosing herewith part of the campaign that I used for "Over the Hill." Yours very truly, THOMAS S. DALEY, Casino theatre, Halifax, N. S. ♦ DEAR MR. DALEY: Your "Over the Hill" stuff is great. The full pages are not only splendid examples of composition but reflect in the quotation of divers authorities more thorough and detailed study of the attraction than it is the custom of nwst exhibitors to undertake. That always shows through in advertising, and the public reacts to it precisely as it should. Believing your choice of local personages for quotation of opinions especially good I have reproduced that three column box. In text and set-up it is worthy of every showman's attention. There should be more advertising of this character in behalf of the theatre. jy r> iy * THE THEATRE EDITOR, Exhibitors Herald, Chicago, 111. Dear Sir : Enclosed you will find "special election" card that we used to good and profitable advantage on "Woman's Place." Made a city distribution and with the usual newspaper advertising the picture went over to good business. Thank you for the comment in the December 10* issue. Will try to get up something worth while and worth passing on. I am still "purloining" from the department, though. Respectfully vours. R. A. GILL, Erie theatre, Hugo, Okla. * DEAR MR. GILL : Glad to hear you're "still purloining" from this department. That is precisely what this department is for, and the more you purloin the more nearly satisfied is everyone concerned. It seems probable that a lot of showmen will purloin, as you put it, your special election card idea. The single advertisement on the back tltat paid for it makes it especially attractive at a time when exploitation expenses are being given serious scrutiny everywhere. W. R. IV. THE THEATRE EDITOR, Exhibitors Herald, Chicago. 111. Dear Sir : I am enclosing copy of two advertisements used at the Lubin theatre, Cincinnati, SPECIAL ELECTION! Vote Constance TALMADGE For Mayor She stands for taxes on Gloom She stand* for Joy for Everybody opens her campaign In Womans Place A <"~r>mic Comedy of Woman's Rights and Woman's Frights! ERIE THEATRE Thursday and .Friday DECEMBER 1st and 2nd Vote Early! Vote Early!