Exhibitors Herald (Dec 1921 - Mar 1922)

February 11. 1922 EXHIBITORS HERALD 55 Exploitation Letters THEATRE EDITOR, Exhibitors Herald, IChicago, 111. |Dear Sir: I I am enclosing a photo of a window display which we arranged for with the FindI later Hardware Company during a showing of "Get-Rich-Quick Wallingford." Monday and Tuesday of this week. In spite of the fact that "Over the Hill" played the theatre | across the street on these days, we did good business and believe that our special ; exploitation saved the day. In addition to the window display I engaged a local jazz band at a small fee. They made up as a rube band (you will 1 remember the band in the picture that welcomed J. Rufus to Bartlesburg) and played on a truck, bannered for the purpose, which we drove through the streets led by my own car, which was also bannered. After parading for an hour we finished up at the high school and gave the students a concert while we handed out "Wallingt'ord" heralds. In addition to this we had our usual billboard display around town and plenty of newspaper space. I am also enclosing a copy of a letter and , a card which I sent out to 500 patrons advertising "What Do Men Want?" and the Wallingford picture. I believe this was also beneficial. Trusting this material may be of service to you and assuring you of my appreciation of the exploitation ideas given to exhibitors through your theatre department. I am, with best wishes, Cordially yours, R. P. WHITFIELD. Lyric Theatre. San Angelo. Tex. * DEAR MR. W HITFIELD: The bulk of exploitation precedent accumulated in the long history of "Over the HUT' is sufficient to give pause to most showmen opposing an exhibition of that attraction. In this instance it is the true nieasure of the merit of your campaign for "IVallingford." That you were able to improvise for an attraction with little theatre history devices responsible for a successful run against such formidable opposition is J'l eloquent tribute to your ability. The tack ■window in the hardware store is essentially in tune with the picture. And the band is certainly the best and most fitting ballyhoo that might be contrived. Many duplications of both should be re ported before." II allingford'' has completed its theatre career. Glad you appreciate the department. Want you to know that the department appreciates deeply your support of it. And returns vour best zi-ishes heartily. IV. R. W. * THEATRE EDITOR. Exhibitors Herald, Chicago. III. The following scheme may be of some value to your exhibitor readers who have an off night : Noting that Friday night was the lightest night of the week at our Olympic theatre, I hit upon the idea of making it a Family Night. This was an off night for the school children and likewise about the lightest night of the week of children admissions, so it was the children I must make a play for. To do this I started advertising : FRIDAY NIGHT IS FAMILY NIGHT AT THE OLYMPIC. Let There Be Nobodv Home But The Cat! NO CHARGE FOR CHILDREN UNDER 12 ACCOMPANIED BY PARENTS. My advertising campaign consisted of a slide on the screen ( which I run at every performance), a card in the lobby (which stays there) and about every other Thursday (we start a new picture on that day") I make a house to house distribution of cards or heralds calling attention to Familv Night. I have used the above copy on all ads until the "Nobody Home But the Cat" has become a by-word on the streets. As the result of it the opening Friday night we had 12 families, the following Friday 26, the next 52 and today, at the end of 8 weeks, it is right around the biggest night of the week at the Olympic. This has been done without noticeably detracting from any other night, as I have noticed the large majority of families who take advantage of it are new faces and are seen on that night only. Occasionally some one tries to slip one by us. For instance, last Friday night a lady (we admit them for either or both parents i came in with six boys, every one exactly the same size. I gave her a smile and a "Thank you" for her ticket the same as I did the others, for I ngure one who would do this would do a lot of knocking on the outside should I argue with her. Very truly yours, ROBERT SPARKS. Ovmpic Theatre, Wichita Falls. Tex. DEAR MR. SPARKS: Thanks for your contribution to the money-making literature of the day. There is little enough of it available at best, and the need for it was never greater. Vour Family Xight is directly in line with the policy of identifying the theatre ■with the intimate chic life of the nation which we belieze is the most constructive and, therefore, the most profitable work the theatrcman can enter into. Exhibitors everywhere can apply your example and make money. The purpose of this department is to tell exhibitors of stunts which will sen-e this end and we are not often able to tell them of one so universally adaptable. Thanks, again, for the letter. Let us hear from you again, and often. * W. R. W THEATRE EDITOR, Exhibitors Herald, Chicago, 111. Dear Sir : I want to thank you for your comment on my "Special Election" card on "Bits of Life" in your issue of January 14. Also for calling my attention to another card reproduced in the issue of January T. It is a very nice piece of work and the chances are that had it been published before I got mine out I might have copped an idea or two from it. I am sending under separate cover two half sheet cards, one on "Gypsy Blood" and the other on "Two Minutes To Go." They are not original : simply adaptations. The small 5x9 cards, however, are my own idea and I get out 100 of them every