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EXHIBITORS HERALD
July 8, 1922
Nanook of the North" Is Warm Weather Picture
nVT ANOOK of the North," Pathe pic1N ture, goes to the exhibitor at an opportune time. The photographs of the lobby appearance of the Capitol theatre, New York, during the run of the picture, show what can be done with it in exploitation. It is this sort of pictures that lingers pleasantly in the memory of theatre patrons in the heated period.
In the Capitol lobby a large collection of clothing and equipment of the type used in the North, which is the locale of the picture was exhibited. In any city similar materials may be obtained without great difficulty. Many showmen will see the advisability of preparing, also, special fronts pictorially suggesting the frozen North. Good results should attend all such efforts.
Canada Showman Relies Upon Size As Appeal Factor
BY sheer magnitude, impressive dimensions, the management of the Empress theatre, Lethbridge, Alberta, brings the attention of passersby to focus
upon its frontal representation for pictures exhibited. The accompanying illustration showing the front used for "The Prodigal Judge," Vitagraph feature, is typical.
Three large heads dominate the front. In their size, and in the manner of their placement, they challenge attention. The copy accompanying them imparts to the interested observer the selling arguments advanced. The principle is sound, obviously, and may be applied liberally regardless of existing frontal advertising policies.
Rothafel Scenic Display Reflects Credit to House
SL. ROTHAFEL, Capitol theatre, • New York, signed the still layout on "My Country," Bruce Scenic distributed by Educational, which is reproduced herewith. "It is one of the most beautiful motion pictures I have ever seen. Mr. Bruce must have been positively inspired when he made it," says the endorsement in part. And a good line runs beneath the photograph of Mr. Bruce, "The artist who uses a camera."
That's good advertising of the picture concerned. Further, it is good advertising of the Capitol as a progressive theatre dedicated to the best in pictures. (Scenics are generally regarded as of that rank, whether or not they are appreciated.) More showmen should follow that policy.
Mounted Cutouts Serve in Advance Billing Program
ADVANCE billing of striking effectiveness is employed consistently by Julian Solomon, exploitation manager of the Haring and Blumenthal interests, Jersey City. Cutouts are used almost exclusively in this work and excellent results are obtained.
The illustration shows the advance billing of "The Beauty Shop," a Paramount feature. The cutouts are mounted in relief. The general effect is that of a stage, surmounted by a flat announcement. The structure is placed in the lobby for a suitable period before the opening day of the picture.
Audibility
It is important that street exploitation be audible. Little of it is. In Augusta, Ga., P. J. Miller, Rialto theatre, used a two-horse float for "Pay Day." A bass drum and a cowbell were included in the equipment. Patrons not only saw the thing but heard it, which means that more saw it than would had it been silent. The ear, as well as the eye, gives access to the brain.