Exhibitors Herald (Apr-Jun 1922)

56 EXHIBITORS HERALD April 15, 1922 "ANY OLD PORT," in which Xeal Burns, Josephine Hill and Alice Maison appear, demonstrates the comic potentialities of a trick steamship set which may be approximated in a stage setting used during the run of the comedy. A maritime quartette or chorus may be engaged reasonably through cooperation with an amateur or professional dramatic school or musical organization. It is customary to use such a feature at frequent intervals in the majority of theatres without due justification. In this case such a stunt has a cash value. "OH PROMISE ME" presents Neal Burns and Alice Maison in the above scene, among others. The title suggestion is direct. Where musical specialties are program fixtures, or occasional interpolations, the point before the screening of the comedy is obviously suitable for serious rendition of the old classic. Novelty and a certain surprise will mark the mergence from the sublime to the ridiculous as the title is flashed upon the screen as the final notes of the solo die away. "'TIS THE BULL," featuring Bobbj Vernon, gives direct suggestions for exploitation and presentation. Two street figures arc shown above. The chase idea is always good and in this instance the comedy touch adds merit. In the still reproduced at the top of the adjoining column a direct prologue suggestion is made. Dancers of sufficient talent to perform the suitable fandango should be obtainable with no difficulty and at slight expense in any locality. S I T D I E L A Make the Margin On the Comedies THE comedy subject merits especial attention at this time in view of the well established fact that a slight selling advantage, a little extra effort, is commonly regarded as necessary to the satisfactory sale of theatre entertainment. For several reasons the comedy picture is especially valuable in this connection. Comedies, in the majority of cases, are produced with the same consideration of box office demands as are the best feature lengtfa productions. It is apparent that showmen who do not similarly capitalize this asset neglect a promising opportunity. The thin margin of profit overlapping overhead in many presentday theatres must be made up by extra effort of one kind or another. Comedies merit the effort. Accompanying illustrations are from new ( liristic Kducational comedies. Sukgestions under each are written with the above points in mind. "FAIR ENOUGH" has a ballroom scene in which a hold-up is interjected with humorous complications. The still shows the high point of tension. The incident suggests a hokum newspaper story which is probably less worthy of consideration than a feature series in the motion picture column or elsewhere based upon the title. "Fair Enough" offers ad writers ample opportunity to exercise their genius in the composition of competitive copy for mass publication in a page layout or double truck founded upon the title of the comedy. THE STAGE WEDDING, a veteran stunt among stage and vaudeville showmen, has not been adopted by picture exhibitors to date, so far as is known. Like most of the elder theatre's devices, it should be polished up and remodeled for screen application. "Oh Promise Me," from which the above is a still, offers an opportunity. If the affair can be managed in extremely novel or decorous manner, there is no apparent reason why it should not be found as productive of publicity and comment as it has been in the past. STREET STUNTS involving convicts! have been demonstrated effective in the exploitation of a score of pictures. The enterprise is one which may be revamped from time to time with good results, and I "Fair Enough" contains the above scene, to justify its 'use in this connection. In this instance the "convicts" are girls, a point worth remembering. A simple lock step procession to the theatre through prominent streets at proper interval* should stimulate comment and interest.