Exhibitors Herald (Dec 1921 - Mar 1922)

January 14, 1922 EXHIBITORS HERALD 47 Exploitation Letters Ensemble photograph of the cast in S. Barret McCormick's December edition of "Jazz-a-Week," described in his letter presented on this page. "A Saturday Night of the Fauns," a bit of ridiculous satire figuring prominently in McCormick's presentation of Goldwyn's "Doubling for Romeo." 'The Trial of Mr. Jazz," opening incident in the second monthly "Jazz-a-Week" at the Allen theatre, Cleveland, O., a syncopated symphony. THE THEATRE EDITOR, Exhibitors Herald. Chicago. 111. Dear Sir: The annual holiday edition of Exhibitors Herald was indeed an interesting one. and your section of the paper particularly so, and I am indeed very glad that the pictures of our presentation features proved of interest and I must congratulate you upon the excellent treatment of this subject matter. I also note that you are using a story with pictures on the "Foolish Age" stuff which was the first of our monthly Jazz-A-Week features, which have become a real institution at the Allen and, from a box office standpoint, the biggest thing I think ever put into a picture theatre. We put on the Jazz-A-Week the first week in each month. Everything serious is taken off the program. The orchestral feature is a jazz symphony. The short subjects are made up of cartoons, novelties and stuff that we make ourselves. The big act has forty or fifty people in it. six or seven changes of scenery, beautiful costumes and a lot of fun. It is broad satire with beauty. I have mailed you this week photographs of our December edition. The new one goes on the week starting January 1st, and I wish that you could have the opportunity of coming down during that week. I think it would be interesting. Thank you for your interest in the stuff I sent you. and with compliments of the season. I am Sincerelv yours, S. BARRET McCORMICK, Allen theatre. Cleveland. O. DEAR MR. McCORMICK: The pictures of your December edition of Jass-A-Week are reproduced herewith in order that other exhibitors may appreciate the full significance of a stunt that is rather too big and consequential to fit that term. If your weekly feature has assured the Allen of oire big week in each month there is no apparent reason why adaptations of it commensurate with theatre limitations may not accomplish the same at this time highly desirable result for other showmen. The logic of the enterprise is eminently sound. Light entertainment was never in greater demand than now. Your experience is the ii)tal proof of that contention frequently stated in this department. And your splendid capitalization of the opportunity this public preference presents establishes an inspiring and dependable precedent for theatre men everywhere. The selection of Goldwyn's "Doubling For Romeo" was the crowning touch. It is easily the pick of the jazz pictures, in fact the first of the purely satirical school. It's not strange that it went over so well with Jazz-A-Week. The double New Years imposes a short week precluding the possibility of being present for the January edition, but thanks for the invitation. It certainly would be interesting. Thanks, also, for the present photographs and letter, as well as previous contributions. And don't forget to report the success of the January Jazz-A-Week W. R. W. THE THEATRE EDITOR. Exhibitors Herald, Chicago. 111. Dear Sir : Let me take this opportunity of thanking you for giving me such a splendid endorsement on the Thanksgiving stage setting used at this theatre, the photo of which I forwarded to you. I deeply appreciate such an endorsement coming as it does from you. Herewith you will find another special stage setting used in connection with "The Sheik." which we played here on its national release date and for an entire week. The scene, "Arabian Beggars." was so arranged that we could play a color mixture of six distinct combinations both in front of and at the rear of the set, operated as it was by three four-lever control dimmers. While these color changes were being effected I had a quartette dressed in fitting Arabian regalia sing several selected and appropriate numbers. It was very well received and commented upon. "The Sheik" played here to a week of very fine business. Wishing you the compliments of the season, I am Cordiallv vours, D. H. FINKE, Bellevue Theatre, Corp., Niagara Falls, N. Y. DEAR MR. FIXKE: When" Harry E. Xichols, the Herald's chief field representative, was at the home office a few weeks ago he spoke of visiting your theatre, your Thanksgiving photograph bringing up the subject. With your letter and his description of your house and performance