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anuary 28. 1922
EXHIB
ITORS HERALD
57
HELD OYER FOR A SECOND WEEK ) accommodate overflow business. "Little .ord Fauntleroy" duplicated its first week's ecord at the Goodwin theatre. Xewark, X. [. leal exploitation made the extra booking ecessary. F. C. Cross, manager, told the uperintendent of schools about the United irtists production and perfected an arrangelent for notifying every school child of the ngagement. Principals distributed tickets, v Christmas party was held for prize winners n a newspaper question and answer contest >ased on the picture. The children's page jarried the campaign and the story of the !>arty. When the second week was decided upon a New Year's Eve performance was announced. A big newspaper campaign covering i radius of 20 miles also was used.
A CHRISTIE :omedy distributed jy Educational was idled on a par with the Realart feature used by the Royal theatre, one of the first run houses in Kansas City, during a recent engagement. The illustration shows a close-up view of the lobby. An electric sign mounted a hundred feet above the sidewalk likewise carried the dual an
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nouncement. The method employed is of especial interest as indicative of the growing tendency to exploit short subjects, particularly of humorous nature. Showmen reporting to this paper state that the public both needs and demands humorous entertainment at this time. To advertise such strongly is obviouslv advisable.
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INSIDE ADVANCE EXPLOITAtion for "A Sailor-Made Man,'' Associated Exhibitors' Harold Lloyd comedy, was staged at the Brooklyn Strand in the form of a brief stage version of Gilbert and Sullivan's old favorite, "H. M. S. Pinafore," the week preceding the showing. The better known musical numbers from the light opera were used in the stage feature, at the immediate conclusion of which the title and nature of the Lloyd comedy was announced upon the screen. E. L. Hyman, managing director, who believes presentation will solve many 1922 problems, used the ship setting shown in the illustration, thus converting presentation into exploitation.