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EXHIBITORS HERALD
March 4, 1922
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BULK AND BEAUTY, seldom associated, distinguish the sidewalk display of the Majestic at Portland, Ore., during the advertising of "The Beautiful Liar," a First National attraction starring Katherine MacDonald. For several reasons, not the least of them being revealed in the photographic record, the arrangement is wort h y of attention. The star's beauty has been advertised more extensively, perhaps, than that of any other film actress. To take up that advertising and develop the individual attraction campaign from that point is to capitalize a vast fund of read y-made material. This has been done by the Majestic management effectively and at
little expense. Both bulk ~NE of the suggestions advanced by
and beauty are impreS ^ First National Pictures, Inc., for
J exhibitors advertising Louis B. Mayer
SIVC Stahl production, "The Song of Life.'
REALISM in wax work lobby displays constructed by Roy Tillson, Strand and Regent theatres, Lansing, Mich., solves the old problem of advertising one theatre within another without offense. The illustration shows a display advertising the Regent run of ''The Forbidden Thing," First National, in the lobby of the Strand theatre. Other displays previously published in these pages impart cumulative value to the present, emphasizing the practicability and enduring character of an a dvertising policy which man}' may adopt profitably.
Associated the use of s John M.
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THOS.H.INCE^ HAIL THE WOMAN'
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MAX I) PAINTED and obviously worth the expense and effort, the frontal display used for "Hail The Woman" by the Strand at Waco, Tex., made money for the house.
PICTURES WORTH REPEATING are pictuns worth advertising. The policy of the Thcatorium, Milwaukee, is wholly in line with that obvious conclusion. "Cabiria." recently revived by First National, was emblazoned to passersby in a tone and on. a scale leaving no chance of question as to the I management's esteem for the attraction. The photograph of the front is probably the most vivid description that can be presented.