Exhibitors Herald (Dec 1921 - Mar 1922)

56 EXHIBITORS HERALD February 11, 1922 week. They are each placed in a frame, without glass, and I get them into exclusive windows where no other form of advertising would be tolerated. The original cost of the frames is 25 cents each and the cards cost to print $G. Each location gets a pass and, believe me, it is worth it. The frames are of wood, with a cardboard back. The cards are put in from the top, both sides of the frame having a little groove or slot. You may pass this idea along if you think it worth while. Very truly yours, FRANK L. BROWNE, Liberty Theatre, Long Beach, Cal. DEAR MR. BROWNE: It is passed along herewith, in your own words and in a reproduction of one of the cards. The "Two Minutes to Go" card is also reproduced, as it is certainly worthy of reproduction. Thanks for both. The window frames we know are profitable, having used a similar device some years ago when we were actually on the exploitation firing line. Ours was a lobby frame, specially made, to contain drawn one-sheets, which we managed to maintain in hotel lobbies. It took more than a single pass to keep them in prominence, but they made us much money that we would not have otherwise made. We counted the transient patronage pure velvet after we checked off the cost of the frames and cards. Ever try that? W. R. W. The C/tvs Leading Photoplay House Esusza WEEK o-f NOV. 27 POLA NEGRI "Gipsy Blood" STUPENDOUS IN STRENGTH Exqul»lte==Amazlng= Human SPECIAL ADDED FEATURE Larry Seivioim "The* Bellhop" THEATRE EDITOR, Exhibitors Herald, Chicago, III. Dear Sir : Enclosed you will find a clipping of a new "ad" on "Anatol." ' Put the arithmetic Foot Bali "The Fastest Game You Ever Saw BARKER STANLEY WITH CHARLES RAY PLAYING FOR BARKER The Big Match will be ployed at (he LIBERTY THEATRE WED., THUR., FRI. and SAT. DEC. 21-22-23-24 TWO MINUTES TO GO useful at not too frequent intervals in these days of mani-star productions. Others doubtlessly will follow your example. Glad to get your initial contributions to "What' the Picture Did for Me." That's the mark of the complete showman. Exhibitors Herald, W. R. W. * Chicago, 111. Dear Sir : Enclosed find a small photo of our lobby for "The Affairs of Anatol." It is the best picture of its kind that ever played Richmond. It caused more than usual com to them in place of dope about the picture. Figured that they were more or less familiar with it anyway. With best wishes for the continued success of your department and the Herald, I remain, Respectfully yours, R. A. GILL, Erie Theatre, Hugo, Okla. * DEAR MR. GILL: The arithmetic is good. Maybe you've noted that we've been using figures by way of illustration in some of our more extended discussions recently. Figures, used in moderation, certainly bring out points, in advertising or elsezvhere. Your "Anatol" display is reproduced herewith. We've an idea that it proved effective. Similar copy ought to be pretty ment and everyone was pleased. It drew the best people of the town. Sure, we have the music to put them over, a photoplayer which I just installed. It's the talk of the town. FOREST E. MILLS, Richmond Theatre, Richmond, Ind. * < DEAR MR. MILLS: Sorry the photograph of the lobby didn't make a better illustration, but your communication is sufficient unto itself. Glad to hear such good news about a picture which has been the subject of probably more conflicting reports titan any published this season. The comment about the photoplayer is also interesting, especially in view of the fact that we've seen demonstrations of the box office value of equipment frequently enough to understand inclusion of the matter in your report. Here's hoping the good results continue. W. R. W. ERIE THEATRE Svdney B. Dawson Organist TOMORROW AND TUESDAY* A return engagement of NORMA TALMADGE — IN— "THE MOTH" Th<5 thrilling tale of a 20th •Century Cleopatra. . i FRIDAY and SATURDAY TOM MIX — IN— "A ROUGH DIAMOND" ARITHMETIC! Ordinarily you pay 25c to sc* Wallace Reid or any of the twelve stars appearing, in "Anatol." If Wallace Reid alone is worth 25c -apd the other, stars are as good as he, then "Artatol" jiiu'st be a $:i,00 picture— But the ERIE price Is-SOc, a regular bargain sale where you save $2.50. Cecil B. DeMille's "The Affairs of Anatol" All in the Cast Wallace J}eid Elliott Dexter Monte Blue Theodore Roberts Theodore Kosloff Raymond Hatton Gloria Swanson Bebe Daniels Wanda Hawley Agnes Ayres Polly Moran Julia Faye WEDNESDAY AND THURSDAY Jan. 4th and 5th