Exhibitors Herald (Apr-Jun 1922)

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June 24, 1922 EXHIBITORS HERALD 87 Application of Exploitation by tlie American Th eatre AN ILLUSTRATED DEMONSTRATION Tj ROFESSIONAL producers of exploitation Tor the American theatre proceed with confidence born of the knowledge that such exploitation as they offer will be applied by American showmen and, more encouraging, complemented by original endeavor. In the four pages of which this is the first application of both ready-made and original exploitation is graphically shown. Many exceptional ideas, worth much money to any box office, are included. Exhibitorial cooperation and professional initiative have made possible the splendid efficiency attained in the exploitation branch of the motion picture industry. THE GISH TWINS, in reality twin misses well known in Spokane, shopped endlessly in the stores of that city while "Orphans of the Storm" was in exhibition at the Clemmer theatre. The phaeton which bore them, attended by bewigged attendants, carried out the note of quaint dignity sounded by girls and costumes. The photographs merit detailed study. The United Artists production is reported as attracting capacity business throughout the run and proving "entirely satisfactory in every way." Xo more clean cut exploitation has been reported to date in connection with the widely exhibited attraction. A DIMINUTIVE DUSKY ROMEO sang a protracted "Serenade" to an equally dusky Juliet who listened on her very modern balcony prior to and during the run of that First National attraction at the Strand theatre, Creston, la. At night spotlights added a touch of very modern romantic atmosphere. It cost F. Metsger, manager, $10. It caused much laughter, comment and business.