Exhibitors Herald (Dec 1921 - Mar 1922)

March 11. 1922 EXHIBITORS HERALD 55 «|^EEP Them Home" was the line effectively ^employed by the Fair Store, Flint, Mich., to identify its window display with "Why Girls Leave Home," exhibited at the Orpheum theatre. Business Benefits WHEN nine leading merchants of Flint, Mich., gave window space to displays advertising the Orpheum theatre run of the Warner Brothers production, "Why Girls Leave Home," Charles Garfield, manager of the Orpheum, was directly henefited. Further, each of the nine merchants were benefited. Most important of all, general business was benc•fited. Any enterprise which works a benefit ior individual business institutions contributes to the improvement of business conditions generally. Since a theatre may not exceed in prosperity the community which it serves it follows that all resources should be dedicated to the task of increasing the general prosperity of that community through whatever means is available. Two of the nine window displays obtained are pictorially represented herewith. They are not especially striking in themselves, but they point the important truth outlined above. "^NE of the windows obtained for Warner ~ Brothers' "Why Girls Leave Home" in Flint, lich., the song of the same title being placed n sale at Kresge's during the run. Motion Pictures Defeat Aaverti Stage In sing .Duel OASTELS of Helene Chadwick as she appears in "The Glorious Fool" were mounted in gold frames ^ and placed in the lobby of the California theatre, Los Angeles, during the premiere of that attraction. How a stage play in the city was used in advertising the picture is detailed in the accompanying story. X/T OTIOX PICTURES defeated the ■*■ stage in an exploitation duel of unique character when Goldwyn's "The < ilorious Fool" was pitted against a stage play by the same author, Mary Roberts Rinehart, in its engagement at the California theatre, Los Angeles. The victory is by no means unprecedented, but it may be of especial interest to a certain type of not overly confident showmen. One of Mrs. Rinehart's most successful >tage plays was enjoying capacity houses at one of the legitimate theatres, and newspapers were carrying the announcement that owing to public demand, the attraction would he held over for a second week, which coincided with the opening of "The Glorious Fool," at the California theatre. Although elaborate preparations were under way for the exploitation of Mrs. Rinehart's picture, and an extra appropriation set aside for advertising, Fred A. Miller, managing director, saw how he could make capital out of the legitimate theatre's exploitation. Cutting the advertising appropriation down to the usual weekly exploitation figures, he arranged to play heavily upon the success and popularity of Mrs. Rinehart as a writer and author, and use a generous amount of white space in his newspaper advertising so as to make her name stand out boltlly. With the exception of the 24 stieet, which was distinctly attractive, and printed by a local firm, the usual space was taken in newspapers and on billboards and the regular window display of framed stills adhered to; nothing of an unusual nature being attempted. The 24 sheet, however, a type stand, with four sheets of lithographic reproduction of a scene from the picture taken from the regular six sheet and stripped in the center of the twenty-four, was the most attractive billboard advertisement in the city. The 24-sheet carried its message in a few words, a line across the top giving the name of the theatre, date, etc., and one across the bottom reading "The Glorious Fool," both in blue. At the left of the pictorial four sheet — Mary Roberts Rinehart's funniest story — and on the right — with Helene Chadwick and Richard Dix — in red. The background of the 24-sheet was white. The News of the Week In Pictures Every Week in the HERALD