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March 11. 1922
EXHIBITORS HERALD
51
TXfrEN'SIVE EFFORT IX BEHALF 1 of two theatres exhibiting "Theodora" n Utica, X. Y., produced valuable result-. >ictured in this column. The above >hotograph shows the iptcrior of the Robert Fraser department store with :mployes holding some of the cards with ^vhich the store was practically lined. On [■very counter, at every elevator door on tvery floor and at all entrances to the [tore cards were displayed.
"~\ N E OF THE MILLINERY WIXJ dow displays obtained for "Theoora" in Utica is shown above. The !iotograph is reproduced on a small rale because it is not necessary to bring 'Jt the card copy used. There is no atmpt made to associate hats with the dure. Stills artistically mounted preiminate. The card copy simply sets •rth the title and a brief description of ie picture with exhibition dates and
IMILAR DESCRIPTIOX SERVES I for the clock display shown here' h. Here, again, no tie-up between ' rchant and theatre product is at•kipted. It becomes apparent that the ljture itself was "sold" to the merchant ■ iy so effectively that a desire to beMne associated with it was inculcated.
ndow space and general cooperation *re forthcoming naturally. Although 1 st difficult, that method of obtaining c >peration is by all standards best. One « " a natural desire to be associated with t theatre for its own sake will be proc"ed. Until then this means, which 1 Ids for its success, is finest.
THE ARTISTIC SEXSE THAT A guided the management of the Strand theatre, Des Moines, in the production of a suitable street representation for "Queen of Sheba" is also responsible, no doubt, for the posing of this representation against an eminently fitting background for the purposes of the above photograph. As far as appearances are concerned the building in the background, probably a church, might be the castle
of King Solomon in the picture.
The chariot and costumes of the charioteers show the same influence. The former is economically but artistically constructed. It serves its purpose admirably. The same is true of the costumes.
Space is given to the latest application of a widely used and often described stunt because of the importance of doing this sort of thing in the finished manner shown. If a stunt is worth doing it is worth doing right. Everybody does not but should realize that.
JOE BRADT, PEOPLES THEATRE, Portland, Ore., continues his series of exceptional frontal displays and contributes a "best" in the above display for the revived "Cabiria." Mr. Bradt has won in recent weeks to front rank among lobby advertisers, several of his accomplishments being recorded in these pages.
The "Cabiria" display requires no description other than that provided in the photograph. The set is at once picturesque and effective. Yet its cost probably
was not great, certainly not prohibitive in view of the results it must have brought.
The upright banners are unique, setting forth interesting copy in markedly legible form. Examine the illustration to grasp fully the several good ideas embodied. Then compare this example of Mr. Bradt's showmanship with others previously presented in this department and observe the steady, consistent progress being made.