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January 21. 1922
EXHIBITORS HERALD
41
See "Face of the World" Through Lobby Telescope
A huge telescope was erected in the lobby of Clune's Broadway theatre, Los Angeles, during the run of Irvin Willat's Hodkinson production, and through it potential patrons peered at a revolving globe upon which were inscribed the words "If You Had The Chance Would You Change The Face of the World?" A steady line of people waited their turns to look through the eye-piece of the instrument.
There is real merit in the stunt that produces a line of people awaiting opportunity to peer through a tiny aperture at a revolving globe which unfolds a question answerable only through purchase of an admission ticket. That kind of a stunt is shown in the accompanying photograph of Clune's Broadway theattre, Los Angeles.
Those who looked through the eye-piece of the instrument saw a miniature world in motion and had their attention brought sharply to the title of the picture then in exhibition, "The Face of the World." It goes without saying that many of those who looked subsequently purchased tickets to the exhibition.
When vou exhibit this attraction it will be a sim
ple matter to duplicate the stunt. You can elaborate it by installing other telescopes at points of advantage in your radius. It is obviously a money-making idea.
With the market as well supplied as it is with pictures having "world" titles it is evident that the stunt may be adopted for the exploitation of other productions. Where emphasis is to be placed upon the stellar cast of a production it also will apply.
Telescopes have been used previously in exploitation. But none who have tried the stunt have used more effective or striking means of applying it. The Broadway management thought well enough of the enterprise to devote considerable money to its production. It is a stunt with real box office value and as such is worth real monev to anv showman.
Money
Making
Ideas
When all the surface considerations are disposed of, the outstanding need of the present day showman is for ideas that actually will make money through bringing people to the theatre. .A genuine "Money-Making Idea" is illustrated and described on this page. It is not possible to over-emphasize the importance of such a story.
If every exhibitor can b; informed of every profitable enterprise conducted by every other exhibitor it is obvious that every box office may be made to thrive as a result of this complete cooperation. It is the purpose of this department to facilitate such cooperation. Use it for this work.