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July 8, 1922
EXHIBITORS HERALD
31
"SCHOOL DAYS," Warner Brothers attraction, prompted Mr. Beckley to employ a brass band for street purposes, costuming the musicians in conformity with the rural phase of the picture. The stunt drew marked attention.
J. J. JACKSON, also of Marshalltown. manager of the Strand theatre, employed two high school girls to ride about the city in this conveyance advertising "Smilin' Through." The enterprise has the force of dignity and the appeal of the unique. It is good exploitation. I
"PAY-DAY," widely exploited, has been given no better representation than that accorded it by G. A. Rea, Forum theatre, Hillsboro, O. Just bricks, with cutouts from stock paper, were used. Consider expense involved and effect gained.
A BOXING RING, sure to catch the attention of any male passerby, was erected in the Forum lobby and surrounded by cutouts from stock paper when "The World's Champion," essentially a man's title, was advertised.
UNIVERSAL SHORT SUBJECTS were grouped by Mr. Rea on a recent bill and exploited in the flashy style shown in the photograph. A circus effect was sought, as proper with a varied program, and the picture shows the result.
CHICKEN FEED was advertised, quite suitably, in the window with which Mr. Rea simultaneously advertised the run of "A Game Chicken." Accurate identification of picture with representation medium is a characteristic of Mr. Rea's exploitation record.
"WAY DOWN EAST" was heralded at every intersection in Hillsboro, special cards setting forth detailed directions telling pedestrians at each point just how to reach the Forum theatre. The card copy is legible in the reproduction.
Many of the exhibitors whose work is described herewith are regular contributors to these columns. Those who are not are invited to cultivate the habit of photographing and reporting exploitation conducted by them. Upon the shoulders of these, and the host that conduct their undertakings in modest silence, rests a great part of the responsibility for the industry's commercial welfare and progress.
In the wake of the first run theatre much of the most important work done in connection with the publication of the modern motion picture takes place. It pays to watch it.