Exhibitors Herald (Dec 1921 - Mar 1922)

February 18, 1922 EXHIBITORS HERALD 43 Exploitation Letters THEATRE EDITOR, Exhibitors Herald, Chicago, 111. Dear Sir : The enclosed photograph will perhaps be of some value to your department of practical showmanship and will give you a good idea as to the length we go in order to put over a picture. We have had photos of other displays but have neglected to send them in. If this is of value to you and your readers we will be glad to send others. The lighthouse and signs in windows were made by us. You will note that a lamp is burning on the lighthouse. This is a 60-watt lamp and was operated by a cheap flasher which screws into the lamp socket, the lamp then screwing into the socket of the flasher. The frame of the lighthouse, except top and bottom, is constructed of 1x2 lumber, covered with old banners. As for the float, or ship, we did not build this, as that would have been too expensive. We rented it from a local association that used it in a peace parade. We changed the name, etc., as you will notice, to suit our purpose. The name of the ship in "Partners of the Tide" is the same as used on the float. We kept the float moving on the street during the first two days' run of the feature, then left it in front of the theatre for the balance of the run. A 500 watt lamp was put on the mast at night to attract attention. A big local house seating 1,300 opened at 5 and 10 cents during the run of this picture, but our box office receipts were away above normal. Yes, it pays to exploit. We go after about three pictures a month, sometimes more, and can truthfully say it has worked wonders for us during this fighting period. Yours very truly, ROY T. McMINN, Capitol Theatre, Superior, W is. DEAR MR. McMINN: Your closing comments regarding the profit in exploitation constitute convincing proof of a fact which cannot be too firmly established in the eyes of the trade. In the present "fighting period" it is especially important that the true value of good advertising be clearly and repeatedly brought out. Your letter does that. Thanks. About those other photos, the ones yon didn't send. Suppose you shoot them along and let us look at them at least. Your "Partners of the Tide" campaign leads us to a firm belief thai we'll be able to find space for every one of them. That type of stuff is the money-making nezvs of the daw w. r. w: THEATRE EDITOR, Exhibitors Herald, Chicago, 111. Dear Sir: I am attaching a novel piece of exploitation which I believe merits space in your department. It was arranged by the Best theatre of Independence, Kan., and was EAD, if you want to know how really "going after" pictures pays, Roy T. McMinn's letter, presented herewith, describing his camoaign 'or th° H^dUinson feature. "Partners of the Tide," during its run at the Capitol theatre, Superior, Wis. The high points of the drive are shown above. R painted by T. O. Hudgins and William Wagner, the manager and suggestor of same. Mr. Wagner enjoyed an extraordinarily good run on this picture through the exploitation given. The theatre stage also carried a very appropriate prologue and special settings in keeping with the lobby. He has been using lobby displays of this kind for some time and business has increased wonderfully. Mr. Hugins is retained stead ily by the Best and Beldorf theatres as scenic artist. Trusting that the enclosed photograph will be of service to you, I am, Very truly yours, C. O. JONES, Kansas City, Mo. * DEAR MR. JONES: Mr. Wagner's lobby display, one of the best recently received, is reproduced herewith. In viezi.' of its general excellence it is [MERITED tribute is paid to the showmanship of William Wagner, Best theatre, Independence, Kan., who produced the above lobby display for United Artists' "Through the Back Door," in the accompanying letter from C. O. Jones. The lobby is easily among the best received in recent contributions to this department. 1