We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
54
EXHIBITORS HERALD
February 11, 1922
Suggestions in the Stills
This is not a suggestion from a still. It is a stunt from a suggestion. It is the camera record of the best application made of that suggestion.
At the time the Fox announcement of twelve special productions for the present season was made a page in this department was given over to discussion of the theatre possibilities of "Queen of Sheba," screened for the purposes of that article. The chariot exploitation stunt was one of the more obvious suggestions included, a suggestion which must have occurred to any who viewed the picture.
From every section of the country have come photographs showing the application of this idea. Here is set forth the best application yet reported, used by the Alhambra theatre, Los Angeles, one of the West Coast Theatres, Inc., chain, during a four weeks' run of the production.
For attention to detail, perfection of theatrical effect and semblance of authenticity the Alhambra chariot
far outstrips any that has been seen. It is a work of exploitation art, possibly the most creditable street representation unit that has been reported.
The report from the Alhambra which accompanies the photograph states that a definite check was made at the box office when the chariot was in use and "it was found through a careful survey of box office records that an immediate run on the theatre was effected."
Such a report from Los Angeles, where exploitation competition is especially keen, is significant. It is the ultimate mark of approval upon a stunt which has been reported unfavorably in none of its scores of adaptations.
Study the photograph for details. It is made large in order that its object lesson may be forcefully imparted. The care that was exercised in the production of the equipage is of that high order which should obtain in every similar work.
Read this page next week for detailed suggestions for the exploitation and exhi^ ^£ bition of the most promising series of attractions recently offered to bookers. Adopt them and assure your box office of at least one big night each week for three months. Read this page each week for advance information that means money in your pocket, V V CvJ\. the only advance exploitation material published in any trade paper.