Exhibitors Herald (Jul-Sep 1922)

July 8, 1922 EXHIBITORS HERALD 33 LEE BALSLY, Wichita theatre, Wichita, Kansas, produced an effective prologue for "School Days," Warner Brothers production, employing talented juveniles and providing the setting shown above. Mr. Balsly's letter gives program, lighting and mechanical details. you are keeping your theatre continually before them. The Ford dealers liked this picture so well that they purchased fifty tickets to be given to their prospects during the run of this production. This point alone was well worth the time and money spent in exploiting, but we did far more than these fiity tickets. We packed 'em in for two days. Thanking you for your past favors, I remain, Very truly yours. C. F. LEWIS, Lyric Theatre, Connersville, Ind. DEAR MR. LEWIS: Can't imagine how you got the impression that letters to this department were not wanted unless accompanied by photographs, but glad that you wrote in spile of that belief. As a matter of fact, we think photographs are very eloquent and facilitate adaptation of exploitation news, but zve by no means consider them essential. Never let the lack of photographs keep you from writing when you have anything like your "Across the Continent" campaign to tell us about. The picture has barely started its theatre career, and, unless we're mistaken, your method of exploiting it will be used by a great many readers. In which event, these readers will be indebted to you for a mighty profitable run. — W. R. W. A Pair of Good Precedents THEATRE EDITOR, Exhibitors Herald. Dear Sir: We are sending you photographs of our setting used for the presentation of "School The "Fascination Dance" Is a Thing of Beauty This pen skeUb, drawn by Henry Bonier from 8 Wkbita Studio portrait po*ed by WflCDe BnrfOrd, aolo dancer nt tbn Wicblto Tbenicr tbis we*k ■ — 0:45;. The eh awl 1s a pare Spanish hand work design owned by Dal*y Denton Millinery, valued nt 5SX>. The Uae Hurray <-ostume !■ valued at $."iOO. There will be lonr prologues Saiurday, S:4S — 4 JO— $:00— O .tZ: ' Trices: Kid<lies 10c, Adulta— Mat. 30c. Nile i . Tax. DOUBLE-COLUMN theatre publicity story obtained by Mr. Balsly during the "Fascination" run. Read the type matter to learn of a practicable and adaptable publicity stunt. Days." This production ran for six days, starting May 15th, and proved to be a very pleasing picture with a very attractive prologue. From the photograph you will note there were nine characters, eight pupils and a teacher. The prologue consisted of dialogue, comedy, dance and music, both song and instrumental, and recitation. We exerted some little effort in securing a diversified program. One was a typical bird imitator and whistler. Another little chap stopped the show with his stuttering recitations. Another little dancing artist gave a very pleasing dance, while a girl playing the part of Sis Hopkins sang "School Days." We showed to more than three thousand children. Along with them, of course, came a very substantial adult patronage. Our campaign started some weeks ahead, displaying lithographs, window cards, blotters, oil paintings, window tie-ups and heralds. We also gave away five thousand lollypops, taking them direct to the different schools. We did not undertake to give every pupil in every school in the city a lollypop, but a thousand at each school created the necessary amount of talk and comment. The Wichita theatre has already established quite a reputation for itself for giving these prologues. With rare exceptions we have succeeded in picking from good talent and with proper rehearsals have presented them in a most pleasing and satisfactory manner. Having played "Peacock Alley" with most excellent results from every angle, we presented "Fascination" and decided immediateiy upon giving it the same amount of advertising and if possible to improve upon its presentation. With this in view, we were fortunate in securing Helene Burford, a solo dancer of much renown, who not only had the technique but, after viewing the picture, interpreted the Fascination Dance, doing it identical with that of Mae Murrav in the picture. The entire costume, from shoes to horns, was a replica of the Mae Murray costume. The stage setting was animated, throwing from the booth a ripple water effect on the lower half and a volcano for the upper half. This formed the background. Mr. Stanton Fiedler, tenor soloist, sang "O Sole Mlo in a spot thrown from the wing. Immediately following, Miss Burford made her appearance in the back center stage, walkin° down the steps and giving the Dance Del Toro assisted by Mr. Fuller representing the Matador. In the end he carried her from the stage on his shoulder, winch gave it a very snappy climax. The music was compiled and arranged bv Arthur J. Babich, who directed the Wichita theatre orchestra, which consisted of twelve first-class musicians. lhe advertising campaign consisted of several merchant window tie-ups on the best streets and corner windows of the city, besides litho paper was used window cards, newspaper space, which seemed to have reached the people, because, in spite of the extreme hot weather, they came out in great numbers. In comparison "Peacock Alley" was more of a public picture. "Fascination" reached the high brow patronage but was not so much appreciated by the family trade. We TENOR soloist and dancer in the Wichita theatre prologue for "Fascination," Metro production featuring Mae Murray, described in a letter from the prologue producer. think this was due perhaps to the part of the story and the scene in the last portion. The prologues, like those used for "Foolish Wives," "Reported Missing" and "Turn to the Right," were produced by myself, LEE D. BALSLY, Wichita Theatre, Wichita, Kan. DEAR MR. BALSLY: In our ■ opinion your "Fascination" stuff is, as you hoped it would be, better than that you used for "Peacock Alley." And that was of the first water. If you keep going at the present pace Summer ought to hold no terrors for you. With "School Days," of course, you had the advantage of a well-known stage performance to work with, though this shouldn't detract from credit due you for capitalizing it in such excellent manner. And among the clippings we find one that stands way out above the mass of such material used. The sketch of Miss Burford as impersonating Mae Murray is that one. The tie-up with local dealers is exceptionally well made, and we take it that the newspaper shouldered the space expense.