Exhibitors Herald (Dec 1921 - Mar 1922)

Record Details:

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EXHIBITORS HERALD March 25, 1922 THE FIRST NAtional trade mark was used by the Circle in one of its street panels, a move prompted by the combination of First National Week and the "Penrod" engagement in a single exploitation campaign. A NEW USE FOR WINDOWS WAS discovered in the campaign for First National's "Penrod" when a miniature reproduction of the Circle theatre stage was mounted in a prominently located Indianapolis window, a drum mechanism operated by motor bringing scenes from the picture into view at intervals. Ralph Lieber, manager of the Circle, combined exploitation for the feature with his campaign for First National Week. Donn McElwaine, Circle publicity director, had active charge of the work. Other aspects of the campaign are shown on this page. ONE OF THE WINdow displays used in the interests of the Circle run of "Penrod." More than 10,000 folders advertising the book and the play were distributed by merchants co-operating with the Circle management. THE "FRKCKLES PARTY" GIVEN BY THE CIRCLE THEATRE COM PARES FAVORably with the best works of its kind in theatre history. More than 2,000 youngsters marched through the streets of Indianapolis carrying banners, as shown in the illustrations. Three private screenings of the picture were given. One was an invitation screening for Mr. and Mrs. Booth Tarkington and their friends. Another was for the Board of School Commissioners. The third was for the newspapers. The combined result was favorable publicity in such volume as to bring into use the S. R. O. sign. The theatre reports "more newspaper publicity and more word-of-mouth advertising than ever before in the history of the theatre." THIS IS NOT A LOP.BY DISPLAY FOR the Fox production. "A Virgin Paradise." It is, instead, a model for a lobby display for that picture, constructed in the office of Louis Roscnbluh, executive of the New York district for Fox, for the benefit of visiting theatremen. The practicability of Mr. Koscnbluh's demonstrated suggestion is apparent. The materials required are all such as may be obtained at Fox exchanges.