Exhibitors Herald (Apr-Jun 1922)

52 EXHIBITORS HERALD April 22, 1922 i THEATRE EDITOR, Exhibitors Herald. Dear Sir : I am enclosing herewith a photo of our lobby on "Moran of the Lady Letty," which we played Monday and Tuesday of this week. We first used the ship on a float about town with a big bell to attract attention and, after the parade, placed it in our lobby. It created considerable comment. I am now using six 28-sheet stands, located on every main street leading to the center of town, and most of them within one or two blocKs of the downtown section. On each board I post a six-sheet of each attraction playing during the week (we have three changes a week) with a streamer date across the top reading "Week of March 27th : Mon.-Tues. ; Wed-Thurs. ; Fri.-Sat." There is a six-sheet under each date where it belongs, with plenty of blanked 3 Ifftbautt: l^/fey. & ~2?2<:7*l-<^~*4lcmnly and truly declare that no picture I have shown tins 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-Io*e of a mountain-mother for this boy. ' the remarkable characterizations, the ,utftr7pl'tjbe magnetic force which radiates *v*\ IfcMtw.V red of thu splendid picture. ■ 1 '" j/'./J/fs/ rank, with the three Here's THE Big Event! CAPITOL Starts TODAY 4— DAYS— 4 And what a picture — an epic of mountain mothers and mountain men ! And of a boy who leaps to manhood in life's greatest test? Usual Prices but— Come Early The Most Honest advertisement ever printed! On Oath, Manager of Capitol," Swears to power of "Tol'able David.'' READ HIS SWORN AFFIDAVIT: folfebleUavid Presented by Inspiration Picture*. Inc. Directed by Henry King. Adapted from Joseph Heroes heimec's famous Salurday Evening Post story. EXTRA — CHARLIE CHAPLIN IN "THE FIREMAN" AND LATEST NEWS DEPRODUCTION of the affidavit advertisement used by Roy T. McMinn in behalf of "Tol'able David," First National attraction, as described by Mr. McMinn in his letter on the preceding out white space all around. Our boards are close to the street and easily read, so they have proven very effective, and the cost of advertising the entire week's program isn't any more than the cost of one 24-sheet on each board which would boost only one attraction a week unless it were changed three times, which would cost too much both for posting and paper. Some other exhibitors in small towns may find this method of using 28-sheet stands profitable. "HE SHIP shown in the lobby of the Lyric th< which was paraded around town by R. P. Whi satre, San Angr-lo. Tex., was also used on a float tfirld, manager. After this week I will have two of my best boards electrically lighted. In addition to the above we used advance slides as usual, 12 one-sheet boards around the business section and in hotels, two sixsheet stands downtown, and our usual theatre front display of 2 sixes, 5 threes, photos, etc. With best wishes Yours verv trulv, R. P. WHITFIELD, Lyric theatre. San Angelo, Tex. DEAR MR. WHITFIELD: It is our belief tlu.it your explanation of the manner in which you successfully use 28-sheet boards will remove one of the barriers which have unwarrantably restricted poster advertising in the past. Volume expense has been considered disproportionately (treat by many showmen, with the result that the nation's billboards have not always carried their proper quota of theatre paper. You liave noted, perhaps, that Famous Players-Lasky is making a drive to interest exhibitors in accessories. Well worked out as is their campaign, we believe they owe you an intangible but important something for thus making clear to other showmen, in showman's language, one plan for using big paper representation which overcomes objections commonly registered. We arc (/lad to be able to pass your excellent idea along.— W. R. W. * * * THEATRE EDITOR, Exhihitors Herald.. Dear Sir : Herewith enclosed find photos, etc., on