Exhibitors Herald (Dec 1921 - Mar 1922)

40 EXHIBITORS HERALD January 21, 1922 house. J. A. BRADT, Peoples theatre, Portland, Ore. DEAR MR. BRADT: Your lobby photographs, indicating showmanship of a high order, are of exceptional interest at a time when this unqucsionally profitable form, of advertising is being relied upon by many exhibitors who have felt it necessary to eliminate certain exploitation features as not financially commensurate with present conditions. Thanks for the privilege of passing along some excellent examples. The pictures represented are attractions now being advertised by exhibitors everywhere. Unless precedent is less dependable than experience indicates many of your devices for advertising these will be approximated by showmen in various sections of the country. By the time this reaches you, you undoubtedly will have given other pictures exploitation of similar nature. Will you send along a letter or photographs showing "what you have done with them, for the benefit of this department and its readers? IV. R. W. ypur HfcJ)""1 ^l0m/"~3'wr WM^'"'''-" df Ikr i) m'^M Kivc Wen or at tyuy ar« THE THEATRE EDITOR, Exhibitors Herald, Chicago, 111. Dear Sir: We are sending you under separatecover a copy of the newspaper and two photographs showing the manner in which John YV. Anderson, Jr., of the American theatre, Roundup, Mont., put on a campaign in connection with the showing of "The Old Nest," tying up with his local newspaper and merchants and also putting on an elaborate display in his lobby. This, of course, is not unusual in a town of some size, but in a town of 2,000 people we think the manner in which this picture was exploited is worthy of mention and we sincerely hope that you can find room in your valuable periodical for showing same. It is needless to say that the exploitation served its purpose and "The Old Nest" played to capacity business during its run at this theatre, people coining from distances as far as 40 miles by automobile. Wishing you the season's greetings and continued prosperity throughout the New Year for your extremely valuable publication, beg to remain Yours very truly, J. D. SOLOMON, Goldwyn Pictures Corp., Salt l.nke City. Utah. "The Old Nest' A Story of "Mother Love" Divine, Opens Tuesday at the American Artistic Cleaners Presented Twice Dftily 9ukk Action Sale NEWTON HARDWARE CO. Mark D. Dearborn W]ONDER STORE 25* Reduction on .11 Doli WONDER STORE BLAIR'S TOY STORE The Grill Marshall's I Share Clothing Co DEAR MR. SOLOMON: Your letter, together with the reproductions presented herewith, depict Mr. Anderson's truly noteworthy accomplishment so completely that little remains to be said save by way of thanking you for the contribution and the appended good "wishes. Glad you think so well of the HERALD. W. R. W. THE THEATRE EDITOR, Exhibitors Herald, Chicago, 111. Dear Sir: Under separate cover I am sending you a copy of my advertising on "The Old Nest." You may not be interested in an ad that is set up in such a small town, but the point I want to bring to your attention is the invited guest idea. This was a winner for me and I think that if some of the other fellows would use this it would help business. I know it did for me. Every picture I play I have one guest to, but in the case of "The Old Nest" I invited the mothers of large families. Did they go out the next day and tell anyone that it was the best picture they had ever seen? Well, I'll say they did. And right here is where I want to boost for "The Old Nest." In my estimation it fills a place of great prominence in "Pictures Worth Playing." It pleased more people in my theatre than any show I have had in a great many moons. I played it at 50 cents and they were glad to pay it. The low price of corn kept a good many away, but there were several there who hadn't been in the place for a long, long time. I have a certain patronage that will not go unless the price is advanced. And I don't know how to overcome it. But when I can charge .r>0 cents for a picture and have them all satisfied, then most anyone can take the picture and clean up on it. Am using half page ads on my big pictures and quarter pages on my program pictures and it pays ! I note that people are greatly interested in "who goes to the Star this week free" and I want to thank the fellow who put that idea into my bead through the medium of the Herald. In fact I get many good and useful ideas mil of the columns of your good magazine and will continue to grab it out of the mail box and see "what's new." With all best wishes I remain Yours very trulv, W. F. HAYCOCK, Star theatre. Callaway. Nebr. DEAR MR. HAYCOCK: I'lease pardon the delay in replying to your letter. It was hoped that the paper you say you sent under separate cover would arrive, but to date it has not done so. Your letter is, however, sufficient unto itself. A great many readers will be intensely interested in your comment relative to increased admission prices, nothing like zvhich has been received in many months. You arc indeed fortunate to find conditions as you report them at this time. Don't believe that advertising from a small town is not interesting. It is from the lesser cities that the great bulk of new and practical ideas emanate, metropolitan exhibitors adhering for the most part to standardized methods. Possibly you've noted that circumstance. Let's hear from you again. W. R. W. Box Office Appeal In Gasnier Picture Rogers Says Feature Made With That Factor In Mind Exhibitors who have been clamoring for unusual productions with plenty of action and at least one big thrill that lends itself to exploitation will find R-C Pictures latest Gasnier special, "The Call of Home," up to specifications in every important detail, according to Charles R. Rogers, general manager of distribution. Flood Scene Spectacular "The Call of Home," a picturized version of George Agnew Chamberlain's novel "Home," has been produced with one thing uppermost, says Mr. Rogers, and that is its box office appeal. Besides unfolding a story of poignant dramatic interest that carries the beholder from the drowsy hills of New England, where the tale begins, to the distant wastelands of South America, "The Call of Home" depicts one of the most spectacular flood scenes ever converted to the screen, he says. The scenes were filmed in the Colorado river region. " 'The Call of Home' is unlike anything Mr. Gasnier has done for us in recent months," declares Mr. Rogers. "Heretofore he has specialized in dramatic subjects. This time he has laid great stress on his big, spectacular scenes, although not omitting a fine treatment of the dramatic elements in the love story which forms the basis of the production." Irene Rich in Cast Of further interest in connection with "The Call of Home" is the fact that it is based upon a notable story, "Home," which was written by George Agnew Chamberlain and published in the Century Magazine before its publication as a novel. Mr. Gasnicr's cast includes Irene Rich, Leon Bary, Ramsey Wallace, Johyna Ralston, Carl Stockdale, Sidney Franklin, Margaret Mann, Wadsworth Harris, Genevieve Blinn, James C. Barrows, Harry Lonsdale, Norma Nichols and Emmet King. Rudolph Cameron to Play Opposite Wife in Picture Rudolph Cameron. Anita Stewart's husband and manager, will be the star's leading man in "Rose o' the Sea," an adaptation of the Countess Barcynska novel which Fred Niblo will direct. This will be Mr. Cameron's first appearance on the screen since the Vitagraph days of five or six years ago when he was Miss Stewart's leading man. "Rose o' the Sea" will be presented by Louis B. Mayer through Kirst National.