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EXHIBITORS HERALD
February 4, 1922
Suggestions in the Stills
"My Boy"
Contributed by First National
Like "Peck's Bad Boy," the most widely exploited picture of 1921, "My Boy," Jackie Coogan's second starring venture, which is being distributed by First National, offers unlimited opportunities for the wide-awake exhibitor to create interest in the production. The accompanying stills suggest a number of obvious ideas' for exploiting the picture.
One of the big laughs in the picture comes when Jackie shimmies to the strains of a grind-organ. The best ballyhoo of all for the exhibitor would be to send a Coogan impersonator and an organgrinder, hired by the day, about the neighborhood, the former occasionally shimmying to the strains of the instrument and handing out the heralds and other advertising matter. On the organ., can be hung a card, reading: "My monkey sick, so I borrow Jackie Coogan from
Theatre just to help
me. He'll make you laugh worse than a monkey in 'My Boy.' "
Another street stunt would be to have a Coogan impersonator carrying a huge bundle, as illustrated.
A sign on the kid's back or the handing out of heralds would get over the idea. A variation of this would be to have a policeman follow the kid, continuously "shooing" him on.
One of the most effective stunts — from the juvenile viewpoint — would be to stage a "Tail the Donkey" party in the theatre, allowing the children in the audience to participate in the game of giving the donkey a tail, and awarding a prize of an admission ticket to the winner. This would not require much time, and therefore would not interfere with the showings. It would create considerable talk among the "kiddies" in the neighborhood, resulting in increased attendance.
In addition, the countless ideas conceived by the exhibitors who showed "Peck's Bad Boy" would stand repetition, and the files of the trade papers will supply more ammunition. This picture made such a wonderfully successful record because the exhibitors plunged in and exploited it for all it was worth.
NOTE: The first exploitation for "My Boy" was reported in the January 28 issue of the HERALD. Watch succeeding issues for applications of the suggestions made herewith, for which, on behalf of readers, we extend thanks herewith.