Exhibitors Herald (Dec 1921 - Mar 1922)

46 February 18, 1922 ONE of the double trucks composed of advertising and news comment based upon the campaign conducted to interest citizens in the theatre and the motion picture as institutions. Every theatre in the city using film was represented. ceding the week. All publications were liberal in comment regarding the event, the excellent institutional copy provided encouraging and meriting this treatment. Letters were sent to the Rotary and Kiwanis clubs and to the Young Business Men's Association, where they were read at general meetings, and the aid of these organizations were enlisted. A special window display was installed by the Herzog Studios, consisting of photographs of showmen prominent in the movement. Other merchants contributed special displays based upon the movement, all entering heartily into the spirit of the work. * * * Every school in the city became interested through a ticket contest in which awards were offered for the best essays on "The Necessity of the Theatre in Every Day Life," usual provision being made for equal awards in event of tie. Three divisions of students were made, according to grade. Accompanying illustrations show various phases of the campaign conducted and some of the showmen responsible for its success. These explain in some degree the following results: Despite the coldest weather of the season, the thermometer recording 8 degrees below zero on three days, business increased steadily from day to day. At the end of the week it was agreed that the "Go to Theatre Week" should be made an annual affair. These results, together with the facts responsible for them, complete the actual story of the event. It should not be necessary to point a moral. * * * By submerging individuality in group effort) by working together harmoniously for a single worthy purpose, theatre managers of Kockforcl concentrated attention upon the theatre as an institution, upon motion pictures as a medium, upon themselves as members of the community and representing one of the most important elements in the business and social life thereof. That is the kind of work the theatre needs. Public confidence, respect, good will, the eminently merited but not always enjoyed high regarrl of those upon whom it is dependent for support and who are dependent upon it for entertainment, can be obtained for the theatre only through DID YOU EVER I SEE A TOWN WITHOUT A THEATRE? IF YOU HAVE WHAT KIND OF A TOWN WAS IT? ENJOY YOURSELF! AT ALL RaCKFORD THEATRES "GO TO THEATRE WEEK" JAN. 23-28 D EAD the tack card copy used in the Rockford campaign to know one of the reasons for its success. unremitting effort of this character. To make such effort consistently, to establish it as the very basis of managerial policy, is the duty and the salvation of the motion picture exhibitor. New Theatre is Opened by Fitzpatrick-McElroy Fitzpatrick-McElroy Company has opened its new Liberty theatre at Benton Harbor. Michigan. Artistically engraved invitations were issued announcing the opening, with the result that a capacity attendance turned out to usher in Benton Harbor's newest playhouse, and the latest acquisition to the Fitzpatrick -\l ( Kirov chain of theatres. Exploitation Letters (Concluded from page 44) comments? Both are material of the sort we like to print. W. R. W. * THEATRE EDITOR. Exhibitors Herald, Chicago, 111. Dear Sir: I am sending under separate cover picture of a street stunt pulled on "The Queen of Sheba" which attracted considerable attention because of being very unusual. The center figure in the picture (the man), although it was not shown at the time the picture was taken, carried a long trumpet and marched ahead of the chariot blowing a weird call which brought attention to its coming. We may add that "Queen of Sheba" opened at our Sun theatre on Sunday to a record breaking business. It is now on the third day and apparently before the week is over a new record will be established for our house. The picture is booked lor two weeks. W ith kindest personal regards, I beg to remain, Very truly yours, N. N. FRUDENFELD, Sun, Moon and Muse Theatres, Omaha, Neb. * DEAR MR. FR U DEN FUELD: We're not quite clear as to just how it came about, but you've no doubt seen by this time the story on page 53 of our February I issue. Sorry we didn't have your letter to go with it, as the information regarding the drawing pozver of the picture and your exploitation for it was very pertinent to I hat story. There is not much to add, except that we're glad your letter substantiates so firmly our belief set forth in tluit advance account. The confidence we talked about very apparently was there. What do you think about writing us a story on the general subject of confidence in exploitation and pictures some time when you arc not busy? At any rate, thanks for the letter and the information. Let's hear from you again. W. R. IV. Jans Gets Climax Product for Northern New Jersey II. F. Jans, president of Jans Produclions, Jans Pictures, Jans Film Service and Jans Enterprises, has taken over the oroduct of Climax Film Corporation for distribution in northern New Jersey, Climax to retain the rights on these features, comedies and other pictures for New York. Pictures acquired by Jans are: "A Common Level," "Great White Trail," Love's Battle," "The Unfortunate Sex," "Way Men Love," "Luxury," "East Lynnc," "Every Man's Price," "Stranger in Canyon Valley," "The Road Arcady," the Muriel Ostrichc comedies and the serial, "The Great Reward." Farnum to Work in East According to announcement by Fox Film Corporation, William Farnum will continue to work at the New York studios, dispelling rumors that the Fox star would be sent to the West Coast for his future work.