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EXHIBITORS HERALD
July 8, 1922
the national theatre more truly than it may be known through normal observation of its highlights.
The first run exhibitor operates with a new and untried product. He must rely upon his judgment for selection of program and manner of treatment. His experience with the attraction relieves the subsequent exhibitor of this necessity, freeing him to work out individual methods of especial effectiveness in his community.
Both work out the financial salvation of the motion picture. A closer cooperation than has existed to date should be established. It is in the interests of promoting such cooperation that this article is written.
STREET FIGURES of distinct individuality were used to advertise "Molly O" and "My Boy," First National attractions, by H. E. Swan and G. A. Rea, of the Empress theatre at Kearney, Neb., and the Forum at Hillsboro, O., respectively. The photographs tell their stories quite effectively and give details essential to adaptation of the ideas.
AT RECESS Mr. Swan's Chaplin imitator effectively informed students that "The Idle Class" was to be seen at the Empress. The intimacy which is a distinguishing characteristic of exploitation in the smaller cities is clearly shown in the photograph.
"FOOL'S PARADISE," Paramount production, was exploited at Kearney by a circus wagon (improvised) calculated to excite the envy of many showmen in communities of vastly greater magnitude. The conversion of the truck was effected with consummate skill.
DOUBLE FORCE was obtained by Mr. Swan through use of different 24-sheets on the two sides of the truck, as the reverse view shows. And the campaign was carried on to include billboards. Note third 24-sheet in the background.
4,500 PERSONS constitute the population of Platteville, Wis., and Bill Tracy, manager of the Gem theatre, finds that such exploitation as he used for "The Sheik" is profitable. To gauge importance of the fact, compare his stunt with those used by showmeji in the leading cities of the nation.
W. B. BECKLEY, Casino theatre, Marshalltown, la., uses the upper portion of his foyer to advertise coming attractions. The photo shows his admirably composed setting for United Artists' "Little Lord Fauntleroy."
"A MAN'S HOME," Selznick feature, also was accorded a lobby setting by Mr. Beckley. The set was in four depths and illumination was calculated to bring out the mass effect as well as the detail. The force of the display carries through the photograph.