Exhibitors Herald (Dec 1921 - Mar 1922)

February 4, 1922 EXHIBITORS HERALD 51 Exploitation Letters THE THEATRE EDITOR, Exhibitors Herald, Chicago, 111. Dear Sir : I am enclosing a photo of a recent window display I secured from the Crowther Hardware Company. On account bf reflection the photo is not as good as usual, but you will get the idea alright. I want to call your attention to the blurred object standing just in front of the small frame surrounded by flags. This is a small toy of Chaplin which was hooked up with motors so that Chaplin did his famous walking step and wiggled his cane all day long. The noise of the motors and the movement of the figure attracted a great deal of attention and comment. I had two other toys in the window and, as you will note by the card, these were given away Monday afternoon (opening day) to the boys who had the best Chaplin make-ups. I had 1,500 cheap dodgers printed announcing the Chaplin engagement and the contest at the Monday matinee, which were taken to all the schools in town. Those boys who appeared in Chaplin make-up were admitted free at the first afternoon matinee performance and the three toys were given to the three we considered the best impersonators of Chaplin. We used 5 twentyfours, 5 sixes, 8 threes and 21 ones around town and business was excellent, the best we have had in some time. I also secured a window on "The Sheik" from a local book store, but their books failed to arrive in time. However, they gave us the use of their window for our display and it did the work for the Lyric. The photo did not turn out well, so I am sending only our Sunday newspaper space. We used 3 twenty-fours. 7 sixes, 5 threes and 15 ones on "The Sheik" and we did splendid business. Note co-operative bookstore ad. R. P. WHITFIELD. Lyric theatre, San Angelo. Tex. DEAR MR. WHITFIELD: Too bad about the books not arriving. But the recovery was excellent. More likely than not, they sold like the traditional hot cakes when they did arrive. Did you write the bookstore's ad? It looks like theatre copy. . Your Chaplin window is a gem. If there aren't more like it reported in due time it will be because not everybody is as wide awake as everybody in the show business should be. And tlie idea is adaptable. "My Boy" and "Peck's Bad Boy," with Jackie Coogan dolls to work with, ought to work out nearly as well as the Chaplin picture. And if everybody really is as wide awake as everybody ought to be, there'll be Lloyd, Sernon, Keaton, Cook and other dolls on the market before very long. Particularly glad to hear of the good business on both pictures. It's a not inexplicable coincidence that showmen reporting real exploitation at this time nearly always report good business, while showmen rePorting bad business seldom mention their advertising. W. R. W. R. P. Whitfield, Lyric theatre, San Angelo, Tex., featured a Chaplin automaton in his window advertising for "The Idle Class." EEHEE 3 DAYS Lut Sbowinn TodiT THE YELLOW ABM* A Magnificent Pageant That Crystalizes the Story of WOMAN Since The Dawn of TimeDown Through the Ages * MIGHTY PANORAMA OF BEAUTY AND CORGEOUS SPECTACULAR1SX, 9 Ever-to-be Remembered Acts of Amazing Splendor THE POMP AND SPLENDOR OF CONSTANTWE'S COURT TERRIFIC BATTLE OF THE AMAZONS ROHAN ORGIES. BARBARIC DANCE? Cave man period when man riled BV BRl'TE FORCE MIDNIGHT REVELS OF MODERN MILLIONAIRES I F MAIDES .~l HARMORS BOLDE" 0( MEDIVAL DAYS TliOl SANDS or MEN. THOUSANDS OF WOMEN THOUSANDS OF HORSES AND WILD ANIMALS MONDAY TUESDAY WEDNESDAY Thomas Daly, advertising "Man — Woman — Marriage" for the Casino, Halifax, N. S., featured the HERALD review of that production in his copy.