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fanuary 21, 1922
EXHIBITORS HERALD
39
Exploitation Letters
One unit in the "Through The Back Door" lobby display produced by Manager Joseph A. Bradt of the People's theatre, Portland. Ore. The picture ran at S. R. O. for a week.
New costumes for the Peoples ushers were introduced during the exploitation of "What's Your 'Reputation Worth?" The coutout in the background gives the connecting link of the tieup.
A scene in "Behind Masks" was used as a model for the construction of the lobby display used during the six-day run of that feature. The photograph shows its effectiveness.
THEATRE EDITOR, Exhibitors Herald, Chicago. 111.
Dear Sir:
The first picture shows one side of the lobby display for "Through the Back Door." Although it had been shown in this city for two weeks at a vaudeville house, we ran it a week at S. R. O. Many people commented on the display, which we believe helped make the run a success. The capacity of the Peoples theatre is 1,000.
The second picture shows the lobby of the Peoples with the ushers in their new summer costumes in the foreground. In the back is a set advertising Corinne Griffith in What's Your Reputation Worth?", which we ran a week. Good business was enjoyed iluring the showing.
The lobby set for '"Behind Masks" was taken from one of the scenes in the picture. The picture ran six days.
Real coffee was boiling constantly in the fireplace of the lobby set used to put over "The Girl From Nowhere," a Select picture, for one week.
A prize of $25 was siven for the most realistic bunch of black roses • received during the run of a Robertson-C o 1 e picture, "Black Roses." The lobby set used aided in promoting the picture.
The last photograph shows part of the lobby and the long line-up at the end of a two weeks' run on "The Four Horsemen of the Apocalypse," which broke all records of the Peoples theatre, a Tensen-Y o n Herberg
Real coffee really boiled in the lobby set for "'The Girl From Nowhere," exhibited for a period of one week at the Peoples. You might call that "arcmatic exploitation." It is new.
A prize was given for the most realistic bunch of "Black Roses" contributed by pattons during the run of that production. The photograph shows the colorful front produced.
' The Four Horseman of the Apocalypse" were reproduced in effigy for the front. The photograph was taken at the end of the second week. The picture broke all previous records.