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February 11. 1922
EXHIBITORS HERALD
57
Easton Lollypop Matinee Launches "School Days"
The following report of the opening of "School Days" at the Third Street theatre, Easton, Pa., is substantiative of the exploitation review of that production published in this department at the time of its initial screening in Chicago. The Easton engagement establishes important precedent for theatremen who will use the attraction.
The first Wesley Barn, lollypop matinee brought thousands of school children to see the freckle-faced star, in the Warner Brothers' production. Gus Edwards' "School Days," at the Third Street theatre. Easton, Pa. The matinee was given at ten o'clock on a Saturday morning, and the lollypops were distributed after the entertainment was over.
In order to get maximum business results with the week's run of the Barry feature, Harlan E. Woehrle. manager of the Third Street theatre, sought the cooperation of his local school board and succeeded in proving to the school authorities that the general theme of the picture is the value of education and would prove both entertaining and profitable to the children. Mr. Woehrle then addressed a letter to every school teacher in the city, requesting that one of the pupils hand out a little herald as the scholars were dismissed, and con
cluded with the statement that the teacher would be admitted free to the matinee upon presenting the letter.
Long before the doors were opened thousands of kiddies swarmed in and about the doors of the theatre. According to Louis Marangella. of the Warner publicity staff, who made a special trip with the lollypops, the children were entertained not only by the picture but also by a dozen of the talented local boys and girls who furnished the prologue. The school davs revue was staged with great success under the personal supervision of Luther B. Anthony, the editor of a dramatic publication. Mr. and Mrs. Woehrle both donned a make-up and capably played the parts of the school deacon and the school teacher respectively.
What has been accomplished by Mr. Woehrle with "School Days" can also be duplicated by other enterprising showmen, for it is declared that this Warner production contains an irresistible appeal for young and old in that it captures the evanescent echoes of youth so dear to the hearts of humanity. Following the showing of the Barry attraction. Mr. Woehrle wired the Warner offices as follows : "Your picture 'School Days,' in conjunction with my home talent school day prologue, a riot. Heartiest congratulations,"
The Warner feature was produced by Harry Rapf, and directed by William Xigh. who also collaborated in the writing of the storv with Walter De Leon.
THIRD STREET 'THEATRE-.