Exhibitors Herald (Dec 1921 - Mar 1922)

March 25, 1922 EXHIBITORS HERALD 53 easy matter from the viewpoint of one passing down the lobby. This method was also used in the decoration of what might have been considered waste space under the vamps leading to the balcony level. * * * The photographs show the application of the ideas more clearly than it may be shown in description. When it is recalled that this effort in behalf of the picture was begun four weeks prior to opening date it becomes apparent that the attraction must have been well attended at its premiere screening. The ideas are distinctly fresh. That means that they got business. Their very freshness is their guarantee of success. There is no better guarantee than that. Saunders Lays Feature Series Campaign Plan In an address delivered before a convention of district managers in Chicago recently Claud Saunders, director of Paramount exploitation, laid the ground work for an extensive campaign in the interests of "Mistress of the World," a twenty-reel production published in series form with five reels to a unit. The production is in some respects precedential. No exhibitor has been called upon previously to advertise an attraction of like character. Corresponding interest attaches to Mr. Saunders' address, which follows: GENTLEMEN: You have no doubt seen "The Mistress of the World." "1 would be futile for me te even attempt to enlarge upon its magnitude. Your own eyes and brain have told you it's about the biggest thing that's ever been screened. The next step is to apprise the public of this fact and ways and means must be devised to adequately express it> enormity and beauty, its thrills and its actual entertainment value. In the first place, let me say, here and now, that it must be circused. By that I mean no stone must be left unturned in billing and shouting from the housetops that "The Mistress of the World" is d je. * * * You have your regular line of paper and, in addition to this, there have been prepared two one-sheets, two threesheets and a window card, which should, by now, be in your exchange. They are designed, primarily as teasers. In other words, they fulfill two of the three fundamentals of advertising, and by fulfilling the first two we automatically create the third. The three fundamentals 1 refer to are: L To arrest attention. -'. To arouse curiosity. X To create desire. If you have seen this paper. 1 think that you will agree that they surely perform these functions. They are offered to the exhibitor virtually at cost, leaving little or nothing for the physical handling, and the salesman who fails to sell accessories including this paper, when signing a contract for "The Mistress of the World," has not performed his full duty. 1 believe that the sale of accessories on this subject is of as great importance as the sale of the picture itself, because we have set out to establish a precedent and we aren't eoing to do it if our work is {Concluded on Page 56) Elaborate Prologs? Sign "QUEEN of Sheba" was oresented with an elaborate prologue at the American theatre, Bellingham. Wash., and the fact was duly heralded in the electric sign, as shown in the photograph reproduced above. The street presentation used is also shown in the photograph. Wliat has become of the "elaborate prologue" controversy ? A few weeks ago it threatened to choke the mails with arguments for and against its elimination. Of late the general silence on the subject has been as impressive as the preceding din. And presentation again is rej>orted in the American theatre. Use of an elaborate prologue for the Fox production. "Queen of Sheba," was properly capitalized by the management of the \merican theatre, Bellingham. Wash., in electric sign and other advertising. Illustrations herewith showtheatre exterior and a close-up of the prologue, as well as the three horse chariot used for street representation. In this instance, it is evident, the opinion of this department as set forth during the controversy is shared by the theatre management. Prologues are regarded as exploitation, used when warranted and advertised at full value. The whole subject is considered one for theatre executive disposition, as it should have been apparent to all concerned that it should be. The controversy is all but forgotten save in quarters where program changes were made in accordance with opinions voiced. Here it will be forgotten also in due time. P"LEVEN persons participated in the American theatre prologue for the William Fox production "Queen of Sheba," the stage setting and cast of which are shown in tke photograph. It is apparent that elaborate presentation has not been discarded by this theatre as an exploitation asset.