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February 11. 1922
EXHIBITORS HERALD
53
attraction during holiday week. The holiday atmosphere was obtained by use of moderate foliage above. It detracted in no way from the mass effect of the colorful general representation. It is doubtful if any lobby photograph ever received has shown the picture title and important data set forth in more places. But not only the frontal lobby is employed for exploitation purposes. The other illustrations show three phases of the inner lobby during the advertising of "R. S. V. P.," the Charles Ray production. Here a more moderate note is struck
and mass gives way to dignity and simple strength. The title, not at first glance one easily given to application, is well capitalized. Many other showmen undoubtedly will find Mr. Metzger's example of value in planning the advertising of the attraction. The four illustrations constitute a fair, not an exceptional, sample of the Rivoli type if advertising.
A SEATTLE MERCHANT TOOK FROM STOCK ONE OF THE more elaborate sets of structural equipment not disposed of during the holiday shopping season and provided the Winter Garden theatre with the material used in the display for United Artists' "The Iron Trail" which is shown in accompanying illustrations. A miniature train made regular trips across the bridge shown, whistle effects being operated from the box office. The picture reproduced above shows the installation in closeup. That presented below shows the street view of the Winter Garden lobby, certainly a fitting and attractive one. For the exploitation of this attraction the idea is adaptable as it stands. It follows that material of the same type may be utilized frequently in lobby decoration for other productions as well. Incidentally, the "advertisement" certainly should sell the structural set for the merchant who provides it.
THE MOST ELABORATE UNEMPLOYMENT PARADE YET reported is that used by J. L. Morrissey for the Aster theatre, St. Paul, Minn., when Mack Sennett's First National attraction, "Molly O," was in exhibition. Not one but many spellings of the title was made possible, the procession as it wound around corners and traversed intersections giving an enduring notification of the engagement to the populace. Incidentally, but very importantly, more idle men were given employment in this case than in any thus far reported. That in itself is a fact worthy of special mention. Not too much can be done in this direction by exhibitors or other business men.