Exhibitors Herald (Apr-Jun 1922)

52 EXHIBITORS HERALD April 29, 1922 j 1 nn nine < ■ 9bh if . i ■ Ma CAPACITY business marked the opening of D. W. Griffith's "Orphans of the Storm" at Moore's Rialto theatre, Washington, D. C. Papers Praise Griffith Film "With personal appearances by D. W. Griffith and the Misses Lillian and Dorothy Gish as added attractions, 'Orphans of the Storm,' Mr. Griffith's adaptation of 'The Two Orphans' opened to capacity business at Moore's Rialto theatre, Washington, D. C., won the unanimous approval of the newspaper reviewers and kept right on drawing capacity crowds during its first two weeks' run." The above is an exact transcription of a report to which is appended portions of three enthusiastic reviews which appeared in Washington newspapers. Both the report and the reviews are typical of those that have been received following the opening of the picture in large cities throughout the country. Showmen concerned with what some have been pleased to term the "personal appearance problem" undoubtedly will attach significance to the theatre record of this production and the reception accorded its chief figures where they have appeared. NEWSPICTURES PERFECT THE SERVICE OF THE PRESS WHAT you read in newspapers makes up the bulk of your general knowledge. WHERE the newspaper leaves off, with word description and still camera illustration, the screen begins. NEWSPICTURES perfect the vital service of the printing press to civilization by "showing you" what the newspaper "tells you about." SEE the news at — THE PALACE pDUCATIONAL'S excellent exploitation suggestion for "How to Grow Thin" as adopted by the Strand theatre, Milwaukee, Wis. Short Subject Exploits Self CJOMETHING to exploit, a vital ^ box office factor not contained in all otherwise excellent feature-length productions, is available to showmen in Educational's special short subject, "How to Grow Thin." The extraordinarily effective and essentially simple stunt suggested by Educational was used by the Strand theatre, Milwaukee, as shown above. Copy on the face of the scales reads: "Do you weigh more than 225 pounds, without your top coat? If you do, you will be admitted free to learn how to grow thin. Actually shows how to reduce eight pounds a month." NEWSPICTURES PERFORM THE SERVICE OF TRAVEL ALWAYS wise men have considered travel the greatest broadening influence, completing book knowledge by adding perspective to detail. YESTERDAY only the favored of Fortune could avail themselves of its treasures. TODAY the whole of the worthwhile world lies at the feet of every individual, brought intact to every neighborhood by the magic of the newsnlm. SEE the world at — THE PALACE A 100 per cent Fox billing in day-and-night letters installed for "Thunderclap** by the Lyric theatre at Cincinnati, Ohio. Read Fox Copy Day and Night Fox pictures, a special production, a comedy and a newspicture, were represented by copy displayed in a blanket broadside in the day-and-night signs on the front of the Lyric theatre, Cincinatti, Ohio, during the run of "Thunderclap," racing drama featuring Mary Carr, star of "Over the Hill." The photograph shows the appearance of the Lyric front during the engagement. The above photograph is reproduced m this space and the above facts are listed because of the sheer thoroughness with which the Lyric management proceeded in the billing of the program in its excellent sign equipment. No phase of the program was neglected. Even the exhibition hours were indicated clearly. Perhaps this should be an equipment story. Yet since equipment is, in a sense, advertising, it is not out of place to call attention in this department to the splendid results that can be accomplished with the comprehensive system of lettering possessed by the Lyric. NEWSPICTURES PUT PEP AND ROMANCE IN DULL FACT HISTORY, frowsy with dates and data, vital facts you always intend to learn but "never get around SCIENCE, invention, discovery, things you intend to read about but "can't get time to study " CIVILIZATION'S matchless epic, mankind's story, is unfolded to you in the swift, wordless eloquence of the action camera by the newspicture — DAILY at THE PALACE The first three units in the educational advertising campaign offered "Herald" subscribers by the "Newspicturcs" department arc reproduced abov« for the convenience of showmen who did not Launch their campaigns coincidentally with publication of the first advertisement. ■ mm