Exhibitors Herald (Dec 1921 - Mar 1922)

42 EXHIBITORS HERALD January 7, 1922 UUBIN THEATRE WeitSi Si. Ohio. Hope you will be able to print same in your magazine. Yours truly, RAYMOND G. FRANKEL, Manager. DEAR MR. FRANKEL: Your "Experience" advertisement is reproduced herewith. It shows clearly that you've had a lot of just ivlwt the picture title names and have reaped a goodly profit therefrom. The advertising of second runs is a not inconsiderable problem for a lot of showmen. I think your statement of policy, put up in just that manner, is exactly the type of stuff a good many exhibitors can use to excellent advantage at this period of the theatre's development. Thanks for sending in the samples. Let's have more. W. R. IV. THE THEATRE EDITOR, Exhibitors Herald, Chicago, III. Dear Sir : Am enclosing copy of local paper issued each week in this village and I think, considering the fact that I am in no way connected with the sheet other than as an advertiser, I have given some of the small town boys something to shoot at in the way of a free matter record. A perusal will show that I am on the front page six times, holding both feature positions, and throughout the eight pages, not counting my paid display matter, am in exactly ten times. Naturally I am a strong believer in newspaper advertising, and I am also a strong believer in making the paper get behind you, on the basis that all motion picture news interests at least ninety percent of the readers whether they are fans or not. What do you think? With all good wishes to the Herald. Sincerely, HOWARD WAUGH, Crescent theatre, Newark, N. Y. * DEAR MR. IV A UGH: You're entirely right about the general interest in neivs of motion pictures. And you seem to have convinced one editor that the policy you advocate is the proper one. When more theatre men accomplish the same end there'll be better times ahead for the box office generally and pictures as an institution. You're right, furthermore, tluit your record is something to shoot at. If anything as good or better comes to hand you'll be duly informed in this space. Meantime, the record stands unless you better it. And it's a real record. IV. R. IV. Sal aiesmans hi You'd buy a Ford for a ten dollar bill, whether you wanted it or not. That would be a bargain. And it wouldn't require an expensive advertising campaign and a silver-tongued salesman to sell it to you. But a good enough advertising campaign and a good enough salesman can sell you a Ford at a higher-than-list price, likewise whether you want it or not, by Vhe simple device of making you believe you want it. Good enough salesmanship will sell anything. Good enough salesmanship will sell your show at practically any figure you wish to ask for it. But it requires good salesmanship at this time. Due to various causes, the public has ceased to regard its purchase as a bargain. Here are sales arguments recently used by showmen who are selling their shows by salesmanship. Edward L. Hyman, Brooklyn Strand, whose forecast for 1922 is presented in this issue, offers books containing ten tickets good for admission to his theatre. It is argued that such a book is a suitable Christmas present and that holders of them need not stand in line awaiting admission to the theatre. If you were a casual patron of the Strand you'd probably buy a book, if only for your own convenience. A. G. Talbot, American theatre, Denver, influenced a newspaper to sell his show for him during "College Week," exhibition period of Charles Ray's football picture, "Two Minutes to Go." The newspaper announced free tickets for college football players who called for them, fathering the idea and devoting space and praise to the picture. Three jockies on properly accoutered mounts recently paraded the streets of Albany, N. Y. Signs they bore directed observers to the Clinton Square theatre, where a false front approximating the exterior of a race track announced "Thunderclap," on exhibition within. The stunts that made "Checkers" a box office prodigy two years ago are working out effectively for the later production. Exhibitors whose names and theatres we have not space to list have given special performances for mothers while playing "Over the Hill." The mothers sold the show for them subsequently. Exhibitors, likewise numerous, have practicallv duplicated the stunt with "The'Old Nest." Swashbuckling baritone musketeers have sung the praises of "The Three Musketeers" effectively in half a dozen cities, selling the picture to their hearers. the warning, "Dangerous Curve Ahead," in every section of the country. Newspaper advertising identified them, and sold the picture. At no place have four picturesque if gruesome horsemen advertised "The Four Horsemen" to pedestrians. But this will come. These and other stunts are nothing more nor less than sales arguments. You read of many, yet there are not enough. There must be new stuff. There must be better stuff. The selling epoch is here. To survive it opulently exhibitors must be salesmen of the first order. Thev are. hail™ OMAN JEWELS JEWELEI [SB CLOVES CLOVE STORE SUk Ho>ktt THOMAS H INCt S HAIL THE WOMAN j ^ j YOUR THEATM ID Lighten HER Burden* ELECT* IC EQUIPMENT, Sbe VICTROLA VICTOR DEALER SHOES MILADY Regulation traffic signs have given way to stanchions bearing THE cooperative newspaper advertising advantages of Thomas H. Ince's First National production, "Hail the Woman," are set forth in the sample display reproduced above. Practically every type of general merchant may be interested in the production of one or more pages hinging upon the title of the picture for significance and mass weight. The sample layout is of such character that it may be used as a model by the exhibitor approaching merchants with the proposition. No doubt future issues of American papers will carry many spreads of this nature.