Exhibitors Herald (Apr-Jun 1922)

50 EXHIBITORS HERALD April 29, 1922 THEATRE EDITOR, Exhibitors Herald. Dear Sir : I am enclosing an ad on "Man-WomanMarriage" that proved very successful in our recent advertising campaign on this picture. I made friends with the printer that sets our ads and find that it pays. As a rule, he gives us more time and attention than some of his other work. I am also sending you a clipping that the editor of The News published of his own free will without any solicitation on our part. I think he gives the people who knock the picture industry in this town "Something to Think About," and I consider him something of a "Miracle Man," although he ran all the Taylor and Arbuckle news stories (that was news) but did not play them up in a sensational manner that was so prevalent at the time. I almost forgot about this. I promoted a "Style Pageant" with very small effort on my part recently. Spoke kind words into one merchant's ear about putting on a show for the spring fashions, put the proposition before the local Retailers' Association, all the dry goods merchants "formed a combine" and we sold the house to them for a good figure that flay and had a real fashion show. The seating capacity of this theatre One Look Will Convince You of the Difference. For the benefit of our patrons and the betterment of our projection department we have installed a new $500.00 WAGNER ROTARY CONVERTER. The purpose of this is to continue with the policy of giving our patrons the very best. The converter maintains a steady brilliant light that projects a picture upon our aeneen that is a dehght to the eye— and we are safe that it will meet v.-'th your approval. Showing 'TJoalrtr Pictur with "Perfect Projection" ERIE merits and apprecm your patronage. Wednesday and Thursday BETTY COMPSON "THE END OF THE WORLD" ERIE THEATRE "Hub" V.' Southeastern Oklaho The Greatest Attraction In Hugo Since Vice-President Marshall Came To Town!! AUen Holubar Presents DOROTHY PHILLIPS Tomorrow and Tuesday In the Drama Eternal "Man Woman Marriage" WHAT YOU'LL SEE The screen's newest marvel— a wonderful romance of mother-right — The love of a woman endure through the ages., while the love of a man is reckoned only in hours. You'll see thousands of w.imen riding ■rareback into battle, clad as only the Amalon, of old. You'll see the barbani beauties of pagan courts, and the life of the men and women who rule today. You'll see thousands of players in riots of splendor and beauty, love, life. hate, trampling but never crushing the love-power cf Mother-right SOMETHING TOO GREAT FOR COMPARISON WITH ANYTHING THATS GONE BEFORE Lower Floor 30c Balcony 20c Children 10c ORIGINALITY of copy and business-like construction distinguish the newspaper advertisements used by R. A. Gill, Erie theatre, Hugo, Okla., whose letter is reproduced herewith. is 700 and in two shows I estimate that there were about 1,600 people present. The result was that everyone was well pleased and they are already talking of putting on another this fall. I personally prefer your department and the editorial department above the others. For my part, I would like to see you give more space to newspaper advertising, as I believe that is the greatest factor in drawing the people to the theatre. Sincerely yours, R. A. GILL, Erie theatre, Hugo, Okla. * DEAR MR. GILL: The ad shows clearly that your printer is taking pains with your copy. Very glad the plan icorked out so well. And the ad shoivs, also, a keen appreciation of the value of good equipment. Queerly enough, that box pulled us away from the excellent original picture copy. Altogether good is our summed up estimate of the layout. As to the style show, we take it that you rented the theatre at a figure large enough to make considerable money out of the transaction. In viezv of the great promise of goodly returns in a profit-sharing arrangement of the sort commonly used, we are certain that you took the best course. It occurs to us that a showman who advertises his equipment certainly must appreciate the value of the Newspictures advertisements appearing in series upon another page of this paper, slmong the things we hope our mail will bring us in the near future are clippings showing that you have used some of this copy. We'd appreciate your opinion of it, anyway, and suggest that you include same in your next letter.— W. R. W. * * * THEATRE EDITOR, ExHiniTORS Herald. Dear Sir: I am sending under separate cover three photographs of different lobby displays which I have used at the Lyric. I have been in this said "theatre game" for the last six years and must say that it is the best "game" of all. This is my first try at the small town theatre, and although lots of the boys are howling about hard times I find that the business is here but you must "go after it," and after you get it, keep it coming. I find that lobby displays are one of the best business-getters and with certain types of pictures, such as "Love's Boomerang" and "Back Pay" and productions where you have no certain star or famous director to advertise, that they are the "best" business getters. These are my first photographs sent t< your magazine and I hope they are worth;, of being inserted in your publication Thanking you in advance and hoping to set these photographs soon, I beg to remain, Very truly yours, C. F. LEWIS, Lyric theatre, Connersville, Ind. * DEAR MR. LEWIS: We're glad to hear you align yourscl) {Concluded on page 66] CF. LEWIS, Lyric theatre, Conner.ville. Ind.. produced the two frontal displays shown above for "Forever" and "Love's Boomerang." P"r*!"°u' • pictures. Another Lewis display is reproduced in the "Theatre Graphic" and his letter, carrying a vital message of box office imporran nppesnrs herewith.