Exhibitors Herald (Apr-Jun 1922)

THE THEATRE ^PRACTICAL Advertises by Affidavit A FFI DAVIT advertising is introduced by Roy T. McMinn, Capitol theatre, Superior, Wis., in the accompanying important contribution to the widely discussed "honest advertising" series which has unfolded itself on this page in recent issues of the Herald. Mr. McMinn writes: THEATRE EDITOR, "Exhibitors Herald." Dear Sir: Enclosed find photograph and newspaper clippings showing campaign on "Tol'able David," also a cut which was used in one of the ads. This brought such great results that we wish to pass it along to others. The affidavit idea was taken from the First National press book on the attraction. The photograph was taken Sunday night, showing crowd waiting for seats. The advertisement taken from this cut was used in Monday's paper. The picture ran six days, five days to tremendous business. Trusting this will be of value to you, Yours very truly, ROY McMINN. The affidavit cut is shown on this page, the advertisement in which it appeared upon the page following. The photograph showing the crowd in front of the theatre is reproduced in the "Pictorial Section." gfitbatnt: C??t*t^+**solemnly and truly aeclare that no picture I have shown this year has had — — the dramatic suspense or vivid reality of the fight in "Tol'able David." — the true, lovable humanness of this story of a boy who wanted to be a man and got an opportunity of proving himself. — the sweetness of appeal that is in the mother-love of a mountain-mother for this boy. — the remarkable characterizations, the %\\\'grTA',nbe magnetic force which >adiates 4<\yVV ^ ffwdfipfto reel of this splendid picture. CO] /* recite $1 i ( r dtiH sdran e4nn% affirm thai in my op-inion, $)a%d" ranks -with the three of this ■ ^ (notary) w7rta^A'#ty?>?' MR. McMIXX, whose excellent theatre record is familiar to readers of this department, adds a natural unit to the normally developed series which began with publication in this space, February 4 issue, of "A Showman's Word of Honor." the story of Dwight Baker's publicly given pledge to citizens of Ottumwa, la., which drew business to the Circle theatre from the then strike-torn city. The second of this series was "An Honest Exhibitor," published in the issue of March 4, in which W. M. Hay and W. L. Nicholas, of the Strand at Fairmont, Minn., expressed surprise that Mr. Baker's frankness should seem to be considered unusual and sponsored republication of newspaper advertising used by them to tell the public that a certain attraction was below standard. The third unit, published in the April 1 issue, was headed "Reviews Pictures for Patrons." It set forth details of the program review service established by Fred S. Meyer, Palace theatre, Hamilton, THE ORIGINAL cut, not a copy of it, used by Roy McMinn, Capitol theatre, Superior, Wis., in his newspaper advertising on "Tol'able David." It is a reproduction of his affidavit, a complete discussion of which appears herewith. O., a service in which he gives frankly his well respected personal opinion sof pictures listed. ALL combine to emphasize the sterling business character of the men who have the direction of the national motion picture theatre in hand, the leading showmen of a progressive commercial period. All members of the industry are vitally concerned in this connection. It is not necessary to eulogize Mr. McMinn or those working along similar lines to a common goal. Their work pays them handsome tribute. Space may be utilized more purposefully, perhaps, in urging those who are not working zealously toward this end, the establishment of reader credit for motion picture advertising, to give eye to the record made and shape their courses accordingly.