Exhibitors Herald (Dec 1921 - Mar 1922)

February 18, 1922 E X H I B I T O R S HERALD 49 Exploitation Men Carry Mark Twain Classic to Youth "Ever read Mark Twain?" Ask a dozen modern youths that and a majority will reply in the negative, adding that they have heard about him. If the test is applied in a city where the Fox production of "A Connecticut Yankee in KingArthur's Court" has been shown another majority will add that they have seen his "stuff" in pictures. The modern youth does most of his non-compulsory reading in the theatre. His voluntary perusal of the printed word, if any, doesn't include the classics in the bulk of cases. Despite which possibly lamentable state of affairs, Mark Twain's classic is one of the best sellers of the day. Exploitation is responsible. For the popularization of the Fox picturization of Mark Twain's story extreme methods have been resorted to in practically every city of its exhibition. The stunts used are varied as the cities themselves. r\ETRCIT citizens regarded with proper curiosity the ornately garbed solitary pedestrian identified only by postered banner with the Wash ngton theatre exhibition of the Fox special feature. His costume, unique though it is, may be duplicated or approximated by any resourceful showman. The result is patently worth the effort. DATERSON, N two types of horst men sent over the public highways in the interests of "A Connecticut Yankee," in exhibition at the American theatre. It [l probable that the attempts of those who saw both to reconcile the discrepancy of appearance operated stimulatively as regards word-ofmcuth publicity. but through all runs a certain similarity. Three of the stunts applied are pictured on this page, with explanatory captions. Two types of horsemen were sent about the streets of Paterson, N. J. A solitary pedestrian carried the message of the Twain classic to residents of Detroit. In Denver mailed motorcyclists sped industriously through city streets before and after the opening of the picture. Box office effects are reported excellent in each instance. That sort of report is more or less superfluous ]T>ENVER was treated to a sight of the mailed mf.orcyclists previously reported in connecticn with other exhibitions of "A Connecticut Yankee'* when the production was shown at the Strand theatre. Note in the second photograph, snapped the week before the opening, the billing for another Fox production, "Bucking the Line." in view of the photographs presented, but interestingly affirmative. An adverse report would more nearly approximate news. Such reports do not accompany good exploitation stories. There is something more than a money significance in .the theatre history of the Twain picturization. Exhibitors who have used the attraction have made more than a financial profit ; they have made genuine progress for the motion picture as an institution, carrying on a work commonly expected of schools and home training. It is important, though perhaps beside the point, to speculate as to the future in this connection. You may find food for thought in asking yourself, for instance : Will the screen supplant the printed page in instruction? Will the theatre surpass the library as the repository of good literature? Just toward what position is the theatre progressing ? Answers will vary with individuals. The common ground of agreement will be the opinion that the theatre really is progressing. Perhaps it is as well to set no definite goal and, perhaps, limit efforts being made in its behalf. This much is certain : There cannot be too many picturizations of such healthy classics as Mark Twain's "Connecticut Yankee." And there cannot be too much earnest endeavor on the part of showmen to give this type of production the widest possible publicity. This begets viewers. And viewers become helpers of the screen.