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EXHIBITORS HERALD
January 28, 1922
Big Pictures' Influence Increases Screen Public
Fox's "A Connecticut Yankee in King Arthur's Court" was exploited by extremely novel and effective stunts at the Majestic theatre, LaCrosse, Wis.
The big pictures of the current season have served invaluably in extending the appeal of the screen beyond limits previously regarded by many as unchangeable. The influence thus wielded will be more generally conceded when time has demonstrated in terms of new business for the theatre its far-reaching character.
To any individual sincerely interested in the future of the art-industry no accomplishment can appear as of greater importance than this. No progressive should permit himself to ignore the obvious lesson brought out.
The big pictures of the current season were problems for showmen. They were regarded by them first as unwieldy, second as expensive, third as meritorious. For the sake of the latter consideration, after some delay, it was generally decided to chance the possible loss involved and the possible establishment of awkward program precedent. The pictures were booked.
It then became necessary to apply exploitation on a scale that had not been attempted previously. Bigger
advertising space was used. All types of promotion were employed. Exhibitors entered upon publicity programs of a magnitude exceeding any in theatre history.
The direct result may or may not have been in every case gratifying, though it was in the majority of cases. Newspapers treated the advent of bigger productions as genuine news and gave cooperation of vital importance.
The indirect result has been the bringing of the motion picture to the attention of classes previously accustomed to hold it lightly in such manner as to make converts of many. If it were possible to check definitely upon the number or percentage of potential picture patrons actually made "fans" through the big pictures' influence an astounding figure would be disclosed.
Two views of the Alhambra theatre, Toledo, O., as bannered for "A Connecticut Yankee in King Arthur's Court" are shown in illustrations herewith.