Exhibitors Herald (Dec 1921 - Mar 1922)

54 E X H I B ] T O RS HERALD March 11, 1922 Stunts Point Up St. Louis Drive On "Ten Nights" D EST exploitation of Arrow's "Ten Nights in a Barroom" to date is reported from St. Louis, where Harry Green man, manager of the Liberty theatre, conducted the campaign shown in the above illustration and another on this page and described in detail in the text. The above photograph shows the comic angle of the street representation. HARRY GREENMAN, of the William Fox Liberty theatre, St. Louis, combined stunts and the less spectacular type of advertising methods in his exploitation of the Arrow feature, "Ten Nights In a Barroom," contributing a model campaign for the guidance of showmen who will use the attraction. As is customary with motion pictures made from stage plays of great reputation, the history of the latter was relied upon to considerable extent. A week of capacity business is reported. The campaign opened in the newspapers. Copy was directed at persons interested in the prohibition question, if it may be called a question at this late date, and the proposition put up raised a point as to whether or not the present regulation is an infringement on personal liberty. The reader interest value of such an advertisement is apparent. This was set forth in the form of an open letter to prohibitionists. I t was followed by open letters to the clergy and to the chief of police. A humorous angle was introduced when a decrepit vehicle made its appearance upon the street with the trappings shown in the accompanying illustration. The white dove was intruded to represent the prohibition emblem. Automobile equipment was attached for humorous effect. Five unemployed ex-service men were employed to carry banners advertising the picture, the play dates and the theatre. The usual banner siting forth the information that the men were given occupation by the theatre was included, the single weak link in the campaign. In addition 25,000 teasers and 15,000 heralds were distributed, wide circulation attracting the attention of many whom the newspaper and stunt advertising might have missed. * The single weak link, as we have said, was the bannering of the fact that the exservice men were given employment when out of work by the theatre. We do not believe that this obviously worthy act should be emblazoned. We do not believe that its direct advertising reflects favorably upon the theatre concerned. In all other respects the St. Louis campaign is commendable. To other showmen who plan to exhibit the attraction it serves admirably as a guide. NIGHTS BApVoof I JNEMPLOYED ex-service men were given work by the Liberty management ns banner carriers. The photograph shows the banners used. For copy see story. "Ten Mights In a Barroom" is of a piece w i t h "East Lynne," "Way Down Last," "Shore Acres" and other picturiza t i o n s of famous stage plays in its exploitation possibilities. Much of the history established by these attractions in the COU r S e of their theatre careers is adaptable to the Arrow production. The long record of stage popularity enjoyed by the play is easily the most promising angle for direct to-patron communications, various forms of which arc advisable. This phase of exploitation, the capitalization of the stage history, is treated excellently in the press book supplied with the attraction. I "or additional detailed information relative to the advertising of the picture see the special section published in the Novem ber 5 issue of the Herald. As stated above, the picture is reported as playing to capacity business for a week. The report is wholly understandable in view of the campaign executed in its behalf. aJbl e s THE CAT AND THE MICE The mice were troubled by a cat Who feasted on them and grew fat; At last the mice said, getting sore, "We'll let that beast hang 'round our door While we will climb the roof and drop The chimney on her back, ker-flop!" Twas said, 'twas done! The ashman's dray Took one dead pussy-cat away Moral— In Union there is strength, „ Brains, and not brawn, win out at length! —/Esop..h. ^XT'Efc.KL.Y mat service to newspapers is being *" issued by Fables Pictures, Inc., in the interest of the Aesops Fables cartoons. The abov< is first of the series. Newspaper Publicity PROMINENT among present subject? engaging the attention of thinking theatremcn stands the so-called problem of newspaper publicity. The desirability of such publicity of the proper sort ma} not be questioned. The effort at this tirnt is to evolve effective methods of obtain ing it. In this connection the announce ment of Fables Pictures, Inc., producer! of Aesop's Film Fr.bles, distributed b\ Pathe, that a scries of mats is to be sup plied to newspapers everywhere is of ex' ceptional interest. The first of these matis shown herewith in reproduction. It i! more than probable that a great main newspapers will avail themselves of tni offer made. This is constructive effort in behalf Ol theatremcn, as well as the product itself This is making it easy for newspapers tc devote space to the type of theatre pub licity that the theatre needs. Undoubtedly many showmen will prolit through this service. There should b< more enterprise of this character. Exhibitorial encouragement of such endeavor will result naturally in additional work along this line