Exhibitors Herald (Apr-Jun 1922)

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lay 20, 1922 EXHIBITORS HERALD 57 tadio car used by Universal Chicago exchange exploiting "Foolish Wives." ■ t/" Radio Car Tours Chicago Ralph O. Proctor, Universal special .preservative, is creating much interest [ "Foolish Wives" in and around Chigo by use of his "radio car," an autoobile in which a two-step radiophone ceiving set with a short aerial has been Stalled. The illustration gives general Instruction details. The picture has been in exhibition in :ty theatres in and about Chicago silltaneously and a blanket campaign of ceptional vigor has been carried on in behalf. Prologue useJ for "Fool's Paradise" at opening of Fischer's Appleton theatre, Appleton, Wis. Brave Storm to Attend Opening It rained. It snowed. It sleeted. The Appleton theatre, Appleton, Wis., opened that night by Fischer's Theatres, was filled to capacity. The crowd waited. It has been said that "motion pictures are losing their grip." -obby close-up of crowd which saw ives" at Hammond, Ind. AT the bottom of this page photographs are reproduced showing the front of the theatre with the crowd standing in the downpour and. left, Fischer and Paramount representatives present at the opening. Above is shown the prologue to "Fool's Paradise," opening attraction, arranged by Louis St. Pierre, director of prologue presentation for Fischer's Theatres. It is reported that more than 1,500 people were turned away on the opening night and that the picture enjoyed capacity business throughout its engagement. None of this sounds as though there were truth in the occasionally voiced statement that "motion pictures are losing their grip." All of this, therefore, amounts to something more than interesting theatre news. The presence of two Paramount exploitation men, Dan Roche of the Chicago office, and Bob C. Gary, Milwaukee representative, is adequate assurance that the opening and the picture were dili gently and effectively exploited. Others present were Frank W. Fischer, director general of Fischer's Theatres, Mrs. Fischer, Mr. and Mrs. Louis St. Pierre, J. Shipley, Ray Felt, chief mechanic for the chain of houses, Harold Fachbach, chief auditor and George \Y. Jacobs, general manager of Fischer's securities department. A Good Name TH E Commodore theatre, neighborhood house, was opened in Chicago recently. We haven't seen it. We haven't talked with anyone who has seen it. But we have a mental picture of a splendidly constructed and altogether moderu playhouse quite on a par with the best we have seen. The name suggests that. Unless we're abnormal in our reaction to names it follows that a good name is a mighty good advertisement for a theatre, and "Commodore" is such a name. In attendance at the opening of the Appleton theatre were (left to right, row) Bob Gary, Paramount; F. W. Fischer, Mrs. Fischer, Mrs. Louis Pierre. Louis St. Pierre, director of presentation, (bottom row) J. Ship , Dan Roche, Paramount; Ray Felt. Harold Fachbach and George W. cobs. More than 1,500 people were turned away on the opening night, it is estimated, despite a rain, snow and sleet storm donated by the weather man. The picture reproduced atove shows the crowd waiting for the r.econd show of the evening. The picture was similarly attended through the entire engagement.