Exhibitors Herald (Dec 1921 - Mar 1922)

March 4. 1922 EXHIBITORS HERALD 53 GEORGE ARUSS THE RULING PASSION" "Family Films" Prove Merit by Public Response p EDERAL, state and city health authorities cooperated with the Palace theatre, Dallas, Tex., in * the perfect baby campaign carried on as constructive exploitation in the interests of "The Child Thou Gavest Me." The photographs show some of the mothers and children and one of the street banners advertising the event. •"TEASER posters are introduced by United Artists, progressive in billboard advertising, with the publication of the George Arliss production, "The Ruling Passion." The United Artists record in paper designing is an enviable one. Billboard Psychology Billboard psychology, an intricate and forbidding name for a less complex but important factor in advertising, is thoroughly understood by the poster department of United Artists Corporation. From this quarter has come more constructive material than from any other single source in the field. 1 The United Artists paper prepared for "The Ruling Passion," a George Arliss feature, is of teaser nature. Less than the usual amount of pictured information 'is presented. More potent suggestion lis made. It will be interesting to watch ithe success of the material as the picture goes into general circulation. The 24-sheet merely gives the name of the star and the title. The picture content is a large figure of George Arliss in a pose from the picture. ' All is set against a rich blue background, in itself powerful in attention value, and a certain restraint exercised by the artist and visible in the product imparts an impression of dignity to the picture advertised. Paramount Increases Exploitation Service Paramount exploitation service has been extended to the Dominion of Canada and to the Portland. Me., territory, as the first two steps in the expansion of the department planned by S. R. Kent, general manager of distribution of Famous Players-Lasky Corporation. Leon J. Bamberger of the Minneapolis Paramount exchange will handle the work in Canada. Charles E. Raymond of the St. Louis exchange, was chosen to open the exploitation service in Maine. Baer Cartoons in Debut The first of a series of animated cartoons by "Bugs" Baer. prominent humorist, are being published by Envov Pictures Corporation. The initial reel was shown at the Rivoli theatre. Xew York City. "Family films," motion pictures with direct appeal to every member of every household, are in the ascendancy. Public response to advertising for this type of picture proves the point. From Dallas, Tex., and Louisville, Tenn., come in a single week stories of exceptional campaigns important also for the greater reason indicated. In Dallas a perfect baby contest endorsed by city, state and federal authorities was conducted in connection with the showing of "The Child Thou Gavest Me," at the Palace theatre. J. L. Johnson, manager, took his proposition first to the Dallas Council of Mothers. With the support of that body assured it was natural that the mayor should authorize use of the municipal auditorium for the event and street banner advertising. Leading physicians examined entrants, assisted by trained nurses; merchants donated prizes, including a life insurance policy; every standard feature of the regulation perfect baby contest was incorporated. More than 600 babies were brought to the examiners. Very naturally, the box office report of the picture's engagement is omitted from the report received as superfluous. * * * In Louisville J. J. Murdock. manager of the National theatre. Keith Circuit house, featured "My Boy" above the vaudeville element of the program and attempted to book it for a second week when a contest conducted with the Louisville Courier-Journal brought the picture into such popular favor that it was impossible to accommodate all who wanted to see it in the originally planned week of exhibition. The Louisville contest was simple in the extreme, an adaptation from a First National press book in which children selected objects the names of which begin with a given letter. * * * The campaigns point at least one moral pertinent to a department of this character. Attractions with a strong juvenile element, a prominent family interest, are in favor. They are easy to advertise and very much worth advertising. Citizens of anj community are disposed to go more than the conventional hilf way to help showmen, make the most of their advantages. "My B03-" and "The Child Thou Gavest Me" are good examples. There should be more productions with like qualifications. Company Issues Booklet The Newman Manufacturing Company of Cincinnati has issued an attractive illustrated folder showing exclusive marquee designs. The company has created twenty-eight marquise and sidewalk canopies which it is constructing in quantities. A NEWSPAPER-THEATRE puzzle test participated in by children succeeded so well for the ** National theatre, Louisville, Ky., that an attempt was made to retain "My Boy," the picture involved, for a second week. Pictures show an editorial room of the newspaper participating and some of the children who sent contributions.