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E X H I B I T URS HERALD January 28, 1922
THE FIRST EXPLOITATION REPORT OF "MY BOY," FIRST NATIONAL attraction starring Jackie Coogan, comes from Jack Retlaw, managing director of the Bellvidere and American theatres, Pomona, Cal., who personally drew the frontal display reproduced herewith. The ushers were dressed in imitation of the boy star in the attire by which he is known to the public. A prologue was staged in which a boy and an aged sea captain figured. The simple devices used may be adopted, with the possible exception of the prologue, by all exhibitors using the picture. They are inexpensive and should be effective because of their novelty. And novel and effective exploitation is quite the most desirable type that may be offered showmen at this period. The Retlaw original permits of elaboration at the will of adaptors. The same primary stunts may be followed out in the details of a campaign which will include newspaper advertisingof like character, special billboard matter and placement of window and other representation in locations not ordinarily devoted to theatre advertising. If "Peck's Bad Boy" was previously shown at theatres using "My Boy" much useful history is available for reference purposes.
T 1 1 F FIRST ELECTRIC SIGN erected on the marquee of the Columbia theatre, Portland, Ore., was used to advertise "Molly O," a production given extraordinary exploitation by every showman reporting its exhibition to date. The normal attention drawing power of the new sign added to the efficacy of the campaign conducted for the picture, sharp emphasis being placed upon the title. The photograph gives a mid-evening view of the Columbia front, showing the waiting line held at the sidewalk edge in double column. When patrons are willing to undergo that ordeal to see a picture it is patent that their curiosity has been stimulated to a marked decree.
EIGHT WINDOW DISPLAYS SIMIlar to that shown in the illustration were obtained by the Rialto theatre, San Francisco, Cal., when "Queen of Sheba," Fox production, was shown. A magnavox was placed on a downtown building, with a triple amplifier, and through this announcements of the engagement were made prior to and during the run. Fifty 24-sheets were distributed throughout the city, smaller paper being used in proportion, and 50,000 circus heralds were left on residential doorsteps. Big space was taken in newspapers. The Rialto lobby was specially decorated. A new theatre was opened in competition and weather added to this counter force, but business was reported "better than ever before."