Exhibitors Herald (Dec 1921 - Mar 1922)

February 25, 1922 EXHIBITORS HERALD 55 "Penrod" Sets New Mark In Chicago Exploitation Booth Tarkington's "Penrod," in the flesh of Wesley Barry and the film of Marshall Neilan, arrived in Chicago January 28 for a month stay at the four theatres of Balaban and Katz, First National franchise holders. Before Mayor Thompson of Chicago had made appreciable inroads upon the basket of oranges Barry delivered as a gift from Mayor Cryer of Los Angeles the youngster's name and fame were "all over the place." Pete Smith, Neilan's very ^'good man Friday" in affairs of the press, had spoken the magic "Open Sesame" in a score of places where it would do the most good. No picture ever came to a Chicago more assiduously prepared to welcome it. "Penrod's" guide and guardian arrived a week before the opening at the Chicago theatre. He'd been warned that several things commonly done in smaller cities could not be put over in a firstclass metropolis and estimated it would take about that long to puncture this superstition. Barry was met at the depot by twenty cameras and so many people that tripod J^cCLURG'S, probably Chicago's foremost exclusive book store, used cutouts and copies of the photoplay edition of "Penrod" in its display, "covering" the eastern extremity of the loop for the picture. ARSHAJLL FIELD'S retail store at the north1" em extremity of Chicago's loop district installed the book window shown above to advertise the photoplay edition of "Penrod" when the picture opened in Chicago. ROTHSCHILD'S department store, at the southern extremity of the loop, installed another book window, this one facing on Van Buren street, traversed daily by several thousand loop workers as well as the usual number of shoppers. X/T IDWAY between Fields and Rothschilds, on ^ State street, is located the Fair Store, in the very heart of the loop, where another window was arranged. Wesley Barry was present at the store in connection with special sales of the book. space was hard to find. A deputation from the city hall, a police guard and a platoon of Junior Naval Reserves escorted him, in the uniform of the latter organization, to the office of the mayor. Corporation Counsel Ettelson substituted for the chief executive, indisposed, in receiving a basket of oranges from the oldest tree in southern California, sent with a messaee by Mayor Cryer of Los Angeles. Lighting equipment installed by Watterson R. Rothacker of the Rothacker Film Manufacturing Company made it easy for the camera phalanx to get good pictures (see page 51) and the story broke on the -front page of every newspaper in the city with illustrations trailing singly, and in layouts. The Herald-Examiner announced a series of "Orange Recipes" contributed by Wesle' Barry through a tie-up with the Fruit Growers' association. The Daily News announced a children's scenario contest with Barry as judge. The Journal appointed him editor of its junior department for a week. The recruiting drive of the Junior Naval Reserves, headed by the star, was given big space in all the papers. Photoplay editors of each carried the personal appearance story and stretched space to accommodate photographs. A tour of the city schools was mapped out for Barry. He found time also to serve the Herald-Examiner at the annual skate races at Humboldt Park, appearing meanwhile three times daily at the Chicago theatre, where he broke into the picture with a monologue. Five of the loop window displays, based upon Grossett and Dunlap's photoplay edition of "Penrod," are shown herewith. Twelve were installed during the first week, with more in prospect throughout residential sections. At the Fair Store, Barry was present during widely-advertised sale hours and distributed autographed photo-postcards. In the lobby of the Sherman Hotel, during Auto Show Week, was installed an Ad-Photo-Scope (shown in Pictorial Section), exhibiting in constant repetition a 200-foot selection of scenes from the picture. Penrod suits, made by the Wiener Clothing Company of New York; Barry hats, 200 of which were donated to be given away at a special matinee to introduce the product for the Peckett Clothing Company, and Barry dolls, were among features reserved for the second and subsequent weeks of the campaign. These are highlights of a campaign that sets a new mark in Chicago exploitation, exploding restrictive superstition as to what may and may not be accomplished in a first-class city and provid'ng for the picture concerned a premiere that means something. (Other pictures on page 51) 11/OODWORTH'S, another book shop of prestige, managed its display in such manner as to associate it with the camera supplies which also form a part of its merchandise. Another unit in a window drive of consequence.