Exhibitors Herald (Apr-Jun 1922)

92 EXHIBITORS HERALD June 24, 1922 most interesting of the industries. Good, is our opinion. And the window stuff — somebody will invent a motion-color photograph one of these days (anything is possible) and then it won't be necessary to write the brilliant descriptions you do. Until then, which will be quite some time, probably, don't stop the good work. You write them so well you leave us no room for comment. Which is as it should be r which explains the inauguration of "Theatre Letters" as a feature of this department.—W. R. W. THEATRE EDITOR, Exhibitors Herald. Dear Sir: 1 am enclosing three photographs of an exploitation stunt which I used on the Paramount picture, "Is -Matrimony a Failure?" This man is a professional in this line of work, taking parts of wax figures and mechanical men, working both in the lobby and on the street for this stunt. He does not work the theatres, but mostly windows of clothing stores. However, I found he was in town and had him do the mechanical man for the theatre. He had a couple of uniforms he used, one of them a clown suit which attracted more attention than the one he is wearing in the photo. One of the photos shows the large crowd that gathered in front and in the lobby during one of his performances. It was the first time that "the natives" of Connersville had ever seen anything of this kind and, to put it plain, he "knocked them off their feet." The crowds would gather across sidewalks and street. Of course this brought us added business and was the talk of the town — which is a great thing to have talking about your theatre. Very truly vours, C. F. LEWIS, Lyric theatre, Connersville, Ind. * * * DEAR MR. LEWIS: The "Herald" reviewer who reviewed "Is Matrimony a Failure '!1" seems to have hit it off pretty well as an exploitation picture. It's getting good treatment everywhere. A battery of window displays which ask the question and reply in the negative, incidentally advertising various products, is reproduced on another page of this department. Your appropriation of the professional gentleman's talents is up-to-lhe-minutr enterprise. That sort of thing invariably brings about the sort of results you mention. It is necessary to do two things well to succeed in this business — to thin I and to ivork. You've got the recipv. — W. R. W. 'Our Leading Citizen" (Continued from page 86) FOR THE LYRIC \ X *1 1 TURN f / m ' wi FOR THE QUEEN are hooked in right they ought to be willing to go in for the pee-rade. The Division of Exploitation suggests a lobby which should be easy to make. A speaker's stand is erected in the center, bannered to the effect that "Our Leading Citizen will speak tonight." If the manager wants to do something novel, he can invite some of the political candidates to make speeches about the time of the supper show. The candidate should talk around six o'clock and get the folks who are down on the streets. After he is through with his votepulling they will be left high and dry without any place to go. So chances are they will go inside the theatre. It would be unwise to let the speech-making go on during the eight and nine o'clock performances because it might spoil the audience's entertainment. But around supper time, it would prove a magnet for those hundreds and (.Concluded on page 109) "One Clear Call" (Continued from page 86) to be a sure appeal. The still of mother and child gives an inkling of the tenderness of this undercurrent in the plot. Such a still offers a commendable window display tie up for children's wear or for a special advertising appeal to mothers. Regarding still No. 5, the information doesn't even credit the ownership of the comely ankles, and it cannot, by any stretch of imagination be associated with an indispensable part of the plot. However, the idea of ankle straps, belts or bands (whatever their correct appellation may be), is one suggestive of a short skirted street stunt artist or a window tie up with stores dealing in the article. Provided the local atmosphere is propitious it might be interesting and exploiteeringly profitable to have local aspirants to fame photographed in simiiar manner and offer passes or prizes to the first person correctly identifying the owner of the ankles so photographed. * * * For the last exhibit there has (Concluded on page 109)