Exhibitors Herald (Apr-Jun 1922)

58 E XHIBITORS HERALD April 15. 1922 C*ASHION show season is here. Suitable attractions are plentiful. The above illustration show* * the stage of the Rivoli theatre, LaCrosse, Wis., during the progress of the style exhibition staged in connection with the run of Paramount's "Fool's Paradise." The enterprise was conducted without expense of any kind to the theatre. Spring Fashions Build Patronage As Season Dawns — — J SPRING style shows, variously engineered, are making days and weeks profitable for showmen throughout the country who seize upon the obvious opportunity, book a suitable attraction and open the way for local merchants to do the heavy work. Cecil B. DeMille's Paramount production, "Fool's Paradise," an admirable selection for the purpose, is the first picture reported as used in this connection. pressed the object of the movement: "A united effort to give Seattle the cream of offerings. A banner week in theatrical history. The achievements of many weeks of planning." The Seattle Post-Intelligencer and the Times, both co-operated by extensive theatrical notices and streamers covering the width of the page. They also emphasized the fact that all previous bookings were cancelled in order to make the houses available for the very best the entertainment field had to offer during that week. Of all the exploitation, however, the stunt which made Seattle's "Go to Theatre" week an event entitled to nationwide prominence, was the parade Tuesday afternoon. Every theatre turned out at least one fioat, prizes were offered for the best costumes and stunts by amateurs, civic officials and organizations participated and a record crowd took in the proceedings from the sidewalks. The Wire Tells It PLAYERS a ppear.i n g in "Fool's Paradise" sent wires to "Mr. and Mrs. Detroit" which won enlarged reproduction in W estern Union windows and advertised strongly the showing that picture at the Broadway-Strand theatre. The copy savors markedly of Paramount "exploiteer" influence. THEODORE KOSLOFF, Dorothy Dalton and Mildred Harris are players whose names were affixed to the messages posted on cards costing $4 each in the prominently located windows of the telegraph company. The copy of the Dorothy Dalton wire, reproduced below, was as follows : THIS IS THE TENTH ANNIVERSARY OF PARAMOUNT PICTURES AND I AM TELEGRAPHING YOU TO THANK YOU FOR YOUR LOYAL SUPPORT OF MY PRODUCTIONS YOU WILL NOTICE THAT I TELEGRAPH AND DO NOT WRITE AND USE THE WESTERN UNION TO INSURE ACCURACY AND PROMPTNESS SEE ME AT THE BROADWAY STRAND IN FOOLS PARADISE ITS A REVELATION LOVE DOROTHY DALTON This is not the first, nor should it be the last, application of the stunt. TELEGRAPH CABLE \17IRE sent by Dorothy Dalton to "Mr. and " Mn. Drtrcit and Family," and enlarged for display purposes by Western Union while Paramount's Tenth Anniversary was being observed at the Broadway Strand theatre. William Frieze, Rivoli theatre, LaCrosse, Wis., booked the picture and informed Muchow Brothers and Preuss, department store owners, of its general character, suggesting a style show. The dry goods men promptly went to work upon the production of an elaborate style show and assumed full charge of details and responsibility. The photograph reproduced on thipage shows the Rivoli stage as it appeared with the performance in progress. In this case, as in all similar cases, presentation became exploitation and served its double purpose to the satisfaction of all concerned. A more elaborate prologue than might have been produced otherwise gave the picture suitable setting. And the nature of the prologue was such that it constituted in itself a powerful bid for attendance. Mr. Frieze did not spend a cent in the current enterprise, it is reported, but the Rivoli box office showed clearly the in* fluence of the added attraction, a strictly legitimate one. The LaCrosse fashion show is the first of a series that w ill be reported during coming weeks. Already reports of this character are increasing in volume. In future issues of this paper additional pictorial and word exposition of notable performances of the kind will be presented. Aside from the purely financial consideration involved, the basic idea is good. Tl-rongh relations with merchants established in this work firm foundations for future cooperative enterprise are laid. In view of the general benefits to be derived from cultivation of common communal interests it is clear that such effort should be encouraged at all times. Business BUSINESS in this country occupies place in the public mind second only to family and religious life. In the conduct of many it is clearly evident that business comes ahead of even these. Too frequently for general satis faction it is demonstrated that nationa' and personal honor have dropped far below their proper rank in the code o certain individuals. It is easy and mildly comforting to rail at the condition venomously at intervals. From this denunciation, publicly or privately uttered, a certain counterfeit contentment is derived. No good is ac compli, lied. To alter the condition, work dwarfing the justly celebrated labors of Hercules would be required. A better work and one in which all may participate is the improvement of business as an institution to a point in keeping with its accordc position. Men as scrupulous in business dealings as in the management of th home are outstanding figures in ever industrv. When their obvious object lesson is duly appreciated with natural results, there will be less cause for dissatisfaction with the noted scale of in UTl'sts.