Exhibitors Herald (Dec 1921 - Mar 1922)

52 EXHIBITORS HERALD March 4. 1922 Business Houses Back Opening of Gunning Feature San Francisco business houses swung into unified support of the Granada theatre during the recent campaign for the world premier of "White Hands," Wid Gunning, Inc., production, and made possible one of the most successful advertising drives in the theatrical history of that city. "White Hands" was produced in San Francisco. Its success is a matter of local pride. In the campaign conducted for the Gunning feature several adaptable stunts were evolved. Accompanying illustrations show three of these. The Western Union Telegraph Company was interested through an arrangement which may be effected by any exhibitor in the exploitation of any picture. Messages were sent to prominent citizens inviting them to attend the opening of the picture. These were combined into a display and placed in the Western Union window. The beneficial effect of that display upon observers is readily estimated. Exceptional soft-tone stills, some of which were presented in a recent issue of the Herald, were made for the picture and used effectively in the windows of stores dealing in photographic supplies. * * * Many drug store windows were based directly upon the title of the picture, advertising the attraction in connection with toilet preparations intended to improve cuticle texture. The San Francisco Examiner also based a contest on this angle, awards being offered with the customary provisions to the possessor of prize-winning hands. In all phases of the advertising the ANK of twenty drug storm in San Francisco " which devoted window displays to the advertising of the Wid Gunning. Inc., production, "Whit© Hands," during its run at the GranadA theatre. "wESTER^ UNION T"\ISPLAY of telegrams sent to prominent citizens asking them to attend the premiere of "White Hands" was made by the Western Union Telegraph office in the window shown above. "Boost San Francisco" element figured prominently. It was included in the enterprises conducted by individual business houses in connection with the theatre and civic bodies interested in the movement gave out statements and by other means made possible the obtaining of much newspaper publicity. * * * Showmen in every community can utilize the more adaptable features of the ARTISTIC soft-tone stills from the picture, some of which were reproduced in this department recently, led to the installation of general displays in stores dealing in photographic supplies. San Francisco campaign. As a model it is valuable. As indicative of the results to be gained by obtaining the support of the general business body it is even more important. Two Films on Schedule of New Producing Unit Two productions are on the schedule of the newly-organized Roy H. Klumb Productions Company on the West Coast, whose offices have been established at .-.l<>7 Hollywood boulevard. One of these will be a seven-reel adaptation of the story, "The Desert of the Damned," by Bert D. Essex, which will soon appear in book form. HEX1 tTU'INDOW pieces of design calculated to env courage merchant cooperation were made up by the Strand theatre, Steubenville, O., for the advertising drive on "A Connecticut Yankee." The story below gives construction details. Arguments That Win Arguments that win for theatre advertisers the cooperation of fellow business men are perennially valuable. For the successful marketing of his pictures he is as dependent upon them as he is upon his program itself. Each new idea in this connection is worthy of attention. The argument by which A. Constant, manager of the Strand theatre in Steubenville, O., obtains the cooperation of merchants in the arranging of window displays for current attractions is as simple as it is effective. One instance of its successful application is shown in an accompanying illustration. When Mr. Constant exhibited "A Connecticut Yankee in King Arthur's Court" he used cutouts of posters supplied by the Fox production to make up masks which fit nicely into the windows desired. A stage effect was gained and the arrangement permitted ample room for the display of the merchant's goods within the window. There is no occasion for elaboration. Any exhibitor can use the same idea with any attraction. This is the hall mark of a good idea. Supplies for Exploiting "The Offender" Finished Complete exploitation tieups and advertising aids have been completed by Russell Clark Productions, Inc., for "The Offender," first of the four Margery Wilson productions being presented by Fenwicke L. Holmes and being published for the independent field. A sketch of the star's career is one of the features. The story is from the pen of Katherine Eggleston. Rights to "The Offender," as well as the three succeeding pictures of the series, have been acquired by First National Exchanges for New York state and Greater New York, and for California by Turner and Dahnken.