Exhibitors Herald (Apr-Jun 1922)

52 KXHIRITORS HERALD May 20. 192; rjOMESTICITY was burlesqued and lobbied by R. P. Whitfield during the run of Goldwyn's "A Poo Relation" at the Queen theatre in Abilene, Texas. THEATRE EDITOR, Exhibitors Herald. Dear Sir: I am enclosing herewith photos of recent exploitation, which are marked on the backs. The only one needing explanation is that on "Iron to Gold," a Dustin Farnum picture, as it is a kodak and not clear. Wc strung money bags borrowed from the bank, stuffed with paper, across the entrance above the walk. We borrowed an iron chest from the express company, tilled it with rocks painted in gold, put a few stuffed money bags on top, with a 22x28 white card announcing the title and star of the picture resting on the lid of the chest. Also had two banners on the marquise. One of them may be seen in this picture. I want to mention that we had the lid of the washer open all day and evening C"OX'S "Iron to Gold" was strikingly exploited by Mr. Whitfield, as described in his letter herewith. and it was hooked up to our light circuit so that the motion of the forked dasher attracted considerable attention. Another picture enclosed is that of a small window used for May McAvoy in "Through a Glass Window." We sawe< off a two-by-four, about four feet of i being placed inside of the window, one enc resting against the plate glass of the win dow, the other short end, about six inches being glued on the outside to make it lool as though it were pushed through th window. The glass was streaked with whit to look like cracks and an electric bel (minus the bell) was placed inside the win dow to tap the glass. We used only a 22x28 inside for displax as the proprietor of the store changed hi mind about giving us the larger windox on the other side of the entrance, and w had a large refrigerator in the window, s> there was little room, but it was better thai nothing and helped us a great deal I be lieve. The job of streaking the windox should be more cleverly done and woul • make the display more effective. Cordially yours. R. P. Whitfield, Queen theatre, Abilene. Tex. * DEAR MR. WHITFIELD: Wc expected something like this live-WI stuff, showing that you'd gotten busy i stirring up Abilene, and you exceed ex peetations. How does Abilene respond I to treatment/ Our guess is that the Qucc is already recognized as "the'' theatre. The Realart ■window picture was toogoot according to your description, to miss MS body's attention, so we didn't make up th somewhat blotchy eat it would have modi We wanted everybody to read about it. l( real stuff and must hare carried a punch. Let us know how Abilene theatregoer like the real showmanship you're git'in them. And keep sendinq us the rccontf W. R. W. <pKACOCK ALLEY," Metro's extensively exploited Mae Murray vehicle, whk aIso windowed by Mr. Whitfield during a recent en gn gement. The picture gives it own details. Sob" Music Undoubtedly because professional rc formers have attacked "jazz" and attrih uted to its influence dire results, musi publishers are currently dashing out SO limes in pell mell frenzy. Few are gCKK As a class they mark a break in th supply of popular material. Wise showmen will observe audience closely and bi guided by public respons to such of this stuff as is used. If °u theatre observations in this connectio are accurate, extensive use ot the matte constitutes one excellent method of dnv ing young people from the box office t the " cafe, dance hall and \ aiulcvill theatre.