Exhibitors Herald (Dec 1921 - Mar 1922)

February 18. 1922 EXHIBITORS HERALD 47 Duplicate Mardi Gras In "Theodora" Exploitation pORTY men and women were engaged to participate in a miniature Mardi Gras parade used in exploitation of "Theodora" by the Crown theatre at Mobile, Ala. W. R. Ferguson, of the Goldwyn organization, was in charge of the work, and a Mobile workman who constructs floats Probably the biggest street parade ever formed to exploit a motion picture was arranged by William R. Ferguson, Goldwyn service representative, in putting over "Theodora" to record breaking business at the Crown theatre at Mobile, Ala. Over forty men and women were costumed and placed on floats, in chariots and on horseback. The big king's float that trailed the parade was constructed especially for this occasion by J. W. Hincs, who has been in charge of construction work for the Mobile Mardi Gras parades for the past fifty years. The float was thirty feet long, eighteen feet wide and twenty feet high. The daughter of Chas. King, proprietor of the Crown, played the part of "Theodora" seated on a massive throne chair, under a gilded canopy. Two massive vases were placed at the bottom of the stairs leading from the throne. On these stairs several little girls were seated as pages. * * * Other features of the parade were the chariots with costumed drivers eight' Roman banner carriers following same. On each banner was a letter spelling "Theodora." Pre. ceding the parade was a bugler on horseback, giving loud trumpet calls that brought hundreds of people streaming out of the stores and houses. The procession traveled through all of the principal streets, which were lined with thousands of people. The parade was given both afternoon and evening. Red lights were used extensively with the night showings. A score of unemployed men were selected from hundreds who responded to classified ads to pass large circulars and other advertising matter about the city. The theatre lobby had real pulling power. On the marquise, dozens of lion cutouts from twenty-four sheets were placed in striking positions. A cut-out of "Theodora" was placed above them, and iron chains were extended from her hands to the lions, supposedly holding them in check. ■yHE role of "Theodora" was played by the daughter of Charles King, manager of the Crown theatre, Mobile. Read the accompanying story for details of one of the most thorough exploitation enterprises ever conducted for a single motion picture attraction. fcr the annual celebration prepared the equipment. The above illustration shows the manner in which the title of the picture was spelled out with period banners. The chief float is seen at the extreme right. In the presentation, Richmond Manning appeared as a Byzantine warrior, giving a short synopsis of the story, and, at the finish, pointed to a soloist appearing on a throne. At the end of her song, the warrior arose and announced the beginning of the story on the screen. The school children, on account of the educational value of the picture, were given special reduced rates which added greatly to the matinee receipts. It has been years, it is said, since the King Brothers have run a feature an entire week, but "Theodora" upheld their good judgment and was going stronger than ever at the close of this engagenu nt. * * * There is much valuable precedent in the Mobile campaign which other exhibitors using the production can adapt profitably. An outstanding suggestion is the possibility of executing miniature Mardi Gras parades in cities where this southern class:c is known only by renown. The pageant idea, new enough to serve, may be connected with the campaign and merchants may be persuaded to enter floats. In some instances, where relations with local business organizations are as cordial as in the case of Fred Meyer, of the Palace theatre at Hamilton, O., body support may be enlisted and great things accomplished: (We hope Mr. Meyer has booked the picture.) Volume exploitation is patently most desirable for a production essentially mas sive, as "Theodora." By such both theatre and co-operating business establishments profit in direct proportion to the magnitude of the work done. Much thorough-going showmanship should be reported in connection with the Goldwyn production in the course of its general circulation. Newspaper copy based upon the massiveness of the production was used effectively during the Chicago run of the picture at the Roosevelt theatre. One of the best advertisements used was reproduced in a recent issue of this publication.