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anuary 14. 1922
EXHIBITORS HERALD
45
Frank Hull, staff artist of the Strand at Lansing, Mich., constructed for Roy Tillson, manager, one of the best lobby pieces reported to date for First National's "The Golden Snare." It is economically advisable to stretch a point as concerns expenses in exploitation of this type of production. There is always another attraction in prospect for which portions of the material may be used. And patrons who like this class of entertainment should respond promptly to such obviously coherent notification of its exhibition.
Fifteen window cards advertising "Over the Hill" and products sold by certain merchants were ordered painted by S. Cornish, Sun theatre, Fairibault, M inn., and submitted to store men with the suggestion that windows suitably decorated be installed. Photographs reproduced at left, right and above show four of the windows thus made advertisements for the run of the Fox production. The same thorough methods were followed in the use of 24 sheets and smaller paper and a convincing newspaper campaign followed. It is reported that as a result of this exploitation the picture broke "all previous house records for receipts."
The photograph reproduced below shows the success of the "Grandmother's Day" observed by the State theatre at Scranton Pa., during the run of the same production. This stunt, if it may be called that, has been demonstrated one of the most effective used in behalf of the picture. It is especially valuable because founded in the best theatre principles and serves more than momentarily as a force for popularizing the motion picture playhouse.
In the exploitation of "Over the Hill" exhibitors have demonstrated showmanship ability of the highest order, the unusual length and great appeal of the picture having stimulative effect. The timely value of such a production is clearly evident to thinking theatre men.
Gowns of the period in which the story of United Artists' "Disraeli" is laid have been displayed profitably in store windows in every section of the country. The illustration shows such a window obtained in Harrisburg, Pa., when the picture was exhibited at the Colonial theatre. Due to the nature of the obviously proper display for the picture many newspapers consider the windows of general reader interest and accord it space in their columns. Highly successful business was experienced during the Colonial engagement.