Exhibitors Herald (Dec 1921 - Mar 1922)

52 EXHIBITORS HERALD March 11, 1922 Suggestions in the Stills "The Barnstormer Many things done in the theatre in the past six months, year, two years or whatever period may be chosen, would have been considered impracticable theretofore. The unexpectedness of theatre development is not its least arresting aspect. Many things not yet done will be done, and the men who do them will make money and win renown. Every picture published presents an opportunity. "Y/TANY opportunities are pre'L *■ sented with "The Barnstormer," Charles Ray's new First National attraction, stills from which are presented herewith. These stills, unique even among comedy stills, are strong in suggestion value. A comedy theatre front is shown in the first still, players in exaggerated costumes enacting a sequence in the lobby. A similarly grotesque front, with similarly attired attendants or employes similarly occupied, may be used effectively. (If your reaction to that suggestion is to the effect that it "hasn't been done" reflect that nobody used a chariot for street work until 1921.) * THE second still suggests an A "Amateur Night." But that's old stuff, however dependable. The modern method is to cooperate with local dramatic clubs, which is better but not new. For the sake of originality the orchestra may be pressed into service, humorous dialogue serving to take them over the footlights and into costume. Local conditions will govern the character of such a stunt and the performance given. If there's a particularly popular member of the orchestra the thing is ready-made. (Should this admittedly new idea impress you as revolutionary recall that nobody produced a miniature Mardi Gras for exploitation purposes until 1922.) ALTHOUGH the third still does not represent it, there is a sequence in which the audi 1 n 3 fi 8 .. v 1 0 Ml ence is held up at the point of a gun by a masked man who turns out to be the star of the company. In this footage Ray. cast as pianist and super, is forced to pass through the auditorium collecting valuables. The obvious suggestion is not the one to be taken seriously in this day of theatre calamities. Yet even this material may be capitalized in the planting of a purely hokum press story or through advertisements based upon the hold-up angle and written in teaser style. (If this doesn't appeal as practicably consider the Chicago dancing company which recently broadcasted a weather warning poster which set the city talking. But don't use the weather poster, as such use is prohibited.) * CTILL another false front is ^ suggested by the last still It shows the rear of the theatre in which the action takes place and again semi-burlesque char acters are represented. To ap ply the suggestion announce ir advance that on playing date; of this picture the theatre wil be turned around. Then instal the false front indicated. In this case much word-of mouth publicity may be createc and a novel effect gained. (Foi precedent in this instance refei to the "back door" fronts use(j by several showmen foi "Through the Back Door." Thi; suggestion has the additiona value of being also a publicity stunt.) * A LL or none of these sugges tions may be of money valui to showmen. All or any ma\ or may not be used. But all an new in whole or in part, and to gcther they serve to show tha there are things that can b< done with a theatre that no body has done to date. A littli study brings them to light. Possibly one out of a thou sand ideas which occur to show men are developed into practi c al usefulness and become a par of standardized theatricals. Thi detracts in no degree from th< value of ideas.