Exhibitors Herald (Apr-Jun 1922)

April 22, 1922 EXHIBITORS HERALD 53 "A Connecticut Yankee," on which we just finished a week's run. The writer has just taken charge of the above theatre and this is the first and start of a general wake-up for the city of Madison. The results of this frameup and exploitation were most satisfactory. Our house was absolutely packed at every performance and the people waited in line for two hours to gain admittance. Other big features are coming. Keep >our eye on the Parkway, Madison. With best wishes Sincerely, H. C. HOLAH, Parkway theatre, Madison, Wis. * DEAR MR. HOLAH: We would hazard a guess tliat Madison i>as at least sharply aroused by your inroductory stunt. If you didn't "wake up" ,he city with the parade and that front we are going to liave a lot of space to give \he campaign that does perform the trick. As a beginning, or as anything for that \natter, your "Connecticut Yankee" stuff Impresses us as A-i. Our best wishes for \he remainder of the long and successful undertaking your initial endeavor promises.—W. R. W. * * » Theatre editor, Exhibitors Herald. )ear Sir : ! You will find enclosed photograph of our irologue to "Fool's Paradise." We feaured the Sam Fox song, "Somewhere in l>'aples." The gondola shown in the photo:raph moved from right to left stage, sing blue lights with a spotlight of amber •n the principals. The scenic and lighting ffect was beautiful. We used a gauze overing the entire stage directly ahead of he footlights, which gave the set a soft ppearance. Foltowing the song number we closed in /ith a curtain, leaving the stage with a set 'f a Mexican street. The lighting effect n this scene was very pretty but did not botograph well. In the Music Shop, next door to the neatre, a window display was made, adversing "Fool's Paradise" and the song. Somewhere in Naples," with three live lligators (small) in the window to attract. This picture did not do quite as well as The Sheik" but was a very close second. Ve enjoyed a wonderful business, lining ie people down the street in a long line t every show with the exception of the pening one, which was at 11 a. m. "Fool's 'aradise" is one of the best attractions we ave ever shown from the standpoint of leasing the audience. The newspapers ave it a very good write-up. Our next production to prologue will be lae Murray in "Peacock Alley," and we ope to have some photographs to send ou and will tell you about it at that time. Yours very truly, RAY A. GROMBACHER. Liberty theatre, Spokane. Wash. * EAR MR. GROMBACHER: We believe your use of prologues as indiited in your letter definitely disposes of ,ie late lamented "elaborate presentation" ">gy. It is clear that you've rescued the 'ologue from the menacing doldrums of te habitual and imparted to it the endurg life of exploitation. While we do not now that you ever used it regularly, as a yrt of expected feature of the program, we 'lieve that the present manner of handling is the best that has been contrived to nte. Your description of the "Fool's Paradise" ■esentation is so complete as to make us miine our reply to the comment that it ust have been a winner in every sense the word, to which we add the request iat you do not ' fail to send along the CPEED characterizes the work of H. C. Holah, who took charge of the Parkway theatre, Madison, Wis., as managing director March 2. His first chance was a "Connecticut Yankee." The photo shows how he made good. DARADE for "The Connecticut Yankee" at Madison, Wis., arranged by H. C. Holah, manager of the Parkway theatre. (See "Pictorial Section" for attendance photograph.) EFFECTIVE use of a shadow box by Manager Holah of the Parkway, Madison, Wis., in advertising Irene Castle in "French Heels," Hodkip.son feature. On ribbons leading to the shadow box, containing silver cloth suppers, the words "Coming. Irene Castle in French Heels" was done with cutout of gold letters on old rose ribbon. The shadow box was lined with blue velvet and contained an orchestra shade lamp. The whole was very attractive and daily received comments from patrons.