Exhibitors Herald (Jul-Sep 1922)

32 EXHIBITORS HERALD July 8, 1922 A Good Printer Is a Big Help THEATRE EDITOR, Exhibitors Herald. Dear Sir: Here is a full page tie-up I put over for "Turn to the Right" and also a proof of the ad that I used for "Salvation Nell." I am also enclosing an ad for "The Leather Pushers." Please note the "ring" effect MONDAY and H LSD AY |~ CHAPLIN " PAY DAY " COMING "The Leather Pushers" MR. DALEY'S upright display for First National's "Salvation Nell," carrying quotations from trade paper reviews. Mr. Daley is a leader in this direction. A "KNOCK-OUT' HOLIDAY PROGRAMME! TOMORROW and THURSDAY 9Ae Rough Diamond A CYCLONE OF THRILLS AND LAUGHS From a Humble Cow Puncher to Lord High Everything Else in the Republic of Bargravia is Some Rise in Life! See Tom Mix Accomplish This in a Fox Film Which Hasn't a Quiet Moment From Beginning to End. n IS" H. C. WHerr famous "Colliers Weekly" etories on the screen— Remarkable pictures of a college youth's experience la the prize ring, filmed Id 6 rounds — each round & complete story of— Romance, Adventure and Conflict. TODAY — "SALVATION NELL" The picture yotir Mends are MMag r?out. IT A 5 1 N □ g gl,IT£ PWOTOpt»v WQUSt, II llll BOUTS ro MORROW (VICTORIA. DAT) STOCK rules were used by Thomas S. Daley, Casino theatre, Halifax, to produce the ring effect in his display for the Universal series, "The Leather Pushers." Mr. Daley's letter is given herewith, a brief but instructive exploitation document. that I tried to get in "The Leather Pushers" display. This is constructed mostly of rules and you can imagine what the ad setter said when he got that copy. Yours very truly, THOMAS S. DALEY, Casino Theatre, Halifax, N. S. DEAR MR. DALEY: Don't wonder that you didn't quote the add setter. Unless he was patient beyond the degree commonly expected of them, he undoubtedly said plenty and said it with embellishment. But when the thing was finished he undoubtedly carried it around the shop, showed it' to his friends and put it in his scrap book. It's unique and effective. You both deserve credit. The other displays are at once superior and inferior to those we had from you last. In text they are better. In composition they arc a little less striking, although good. Quotations from the trade press unquestionably mean more than newspaper rcvieivs. Your consistent use of them from time to time cannot but lead other showmen to consider the proposition seriously. When this study has continued for some time it is inevitable that the practice will become general. And theatre advertising needs it.— IV. R. W. theatre, large or small. You will note the space across the top and down the side. This is all gratis. In addition to this page the following was used with much comment and business. I had several Fords parade the streets and the small towns around the city with banners on each side reading, "Ford Wins Again. See it in 'Across the Continent' at the Lyric theatre. Now Playing." These were all furnished by the local Ford dealers. I also had a new, shiny, bright looking Ford coupe driven up into our lobby with the above banner on it. This attracted considerable attention to our theatre. It is a great point in the exhibitor's favor if he can arrange stunts and displays that attract people to his theatre lobby. You may not get them all into the theatre, but "ACROSS THE CONTINENT" All Ford Dealers Should Do as Much THEATRE EDITOR, Exhibitors Herald. Dear Sir : I am sending something a little different than the photos I have previously sent, just a letter and the page of advertising, but this picture was such a success that I feel this letter will be just as good as photos. This is not the first time I have used these cooperative advertisements, but I know it is the most successful one I ever used. One good point for exhibitors on an ad of this kind is the fact that you get a lot of free space, which means much to any WALLACE REID "flcnost The Continent* THE FORD WINS AGAIN "ACROSS THE COKmNENT' Coupe FTTTi Coupe $580 -j£TT ^ $580 FECHTMAN & COOLEY Tie Hjdre-Bectric The Tim Ud h, Wilhce bid -ACROSS THE COMTTNCKT' Tt* GATES TIRES 15% a^"™ Across the Continent Hot? My, No! Electricity Keep* Me Cool Weiling ho uj* Electric Full SMMM ■ mm ~C ORD dealers gave valuable assistance ■T to C. F. Lewis in his campaign for Paramount's "Across the Continent." Read his letter carefully if you are to play the picture.