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EXHIBITORS HERALD
January 14, 1922
Profitable Economy
Economy that is not only compatible with exploitation but profitable in the genuine sense of that term is disclosed in the accompanying photographs showing the front of the Star theatre, Portland, Ore., as decorated for two James Oliver Curwood First National productions in the James Oliver Curwood Week recently promoted by Milton Crostien, manager of the star. Any exhibitor should be able to dupli
cate Mr. Crostien's accomplishment.
"Nomads of the North" and "The Golden Snare" were selected as the attractions for the special week, announced by the Star management as an event of special importance. The original lobby expense was approximately $10, much stock stuff being combined with special material in such manner as to keep cost down but promote exceptional attraction power. Practically no
expense was involved in the revising of this display to suit the second attraction.
Mr. Crostien was so well satisfied with the results of the week that he has signified his intention of repeating the stunt with several stars whose productions he has exhibited, returning the pictures to exhibition in connection with a new attraction during the week.
Here is real economy in exploitation and real profit at the box office as a result of it.
It is this type of showmanship that dissipates slump gossip and the fears of the timorous as regards box office futures.
The ExhibitorDirector Tangle
(Concluded from page 43)
been arbitrarily subordinated to vaudeville and other extraneous entertainment will add individual comments to the official statement of their organization.
In our belief the exact but at this time obscured opinion's of both exhibitors and directors on the whole subject of presentation are summed up in the following-, reprinted from the page introducing this department in the August 21, 1920, issue of the Herald:
"The sole purpose of presentation is and should be to deepen and strengthen public interest in the screen by emphasizing as impressively as possible the merits of the individual attraction. Constructive presentation must have a distinct bearing upon the picture it presents. Mere added attractions are no more profitable than the souvenirs of olden days and much more costly." * * *
Daily correspondence with exhibitors in every section of the nation convinces us that no exhibitor esteems any entertainment above the motion picture. Certainly directors do not. It follows that much good for all can result from a dispassionate and unselfish interchange of views and information.