Exhibitors Herald (Jul-Sep 1922)

34 EXHIBITORS HERALD July 22, 1922 R. J. MANNING, Saenger theatre, Monroe, La., used an elaborate prologue for "Way Down East," D. \V. Griffith's United Artists production. Photo shows stage setting and cast in costume. Mr. Manning's letter is presented herewith. Sidewalk to Screen With R. J. Manning THEATRE EDITOR, Exhibitors Herald. Dear Sir : Enclosed please find photographs of the exploitation on "The Three Musketeers" and "Way Down East" at the half-milliondollar Saenger theatre. The front and prologue on "Way Down East" were produced at very little cost. The figures in front are from the twenty-four-sheet and the background is hand painted. Results of "The Three Musketeers" campaign, front, school tickets, truck and street car advertising, very satisfactory business. At the presentation of this picture we used a singing prologue and novelty electrical effects. Yours verv trulv, R. J. MANNING, Saenger Theatre, Monroe, La. DEAR MR. MANNING: Very glad to receive your first contribution. The photographs speak for the merits of both campaigns. Don't let the first contribution be your last. We've always got room for one more progressive. — IV. R. IV. No Wonder You're Repeating It THEATRE EDITOR, Exhibitors Herald. Dear Sir : I went after "Smilin' Through" strong and got results. A truly great picture. Went over so big for a week that I am bringing it back. The following is the complete plan of the campaign : Slide used two weeks before play date. Trailer used one week before play date. Individual stills of Miss. Talmadge used in lobby for two weeks. Teaser ads from press book used four days. Five thousand poem cards distributed, 300 half-sheet window cards, 100 special window cards, ten 28-sheet stands, 100 circles for telephone' mouthpieces, 300 auto signs used with permission from Automobile Club and Telephone Company. Also used a double truck of co-operative ads, 32 individual frames with stills in 32 windows, special window in phonograph store, another in leading jewelry store, and had the song sung at the regular meeting of the Rotarians. I had the president of the Ebell Club see the picture as my guest and she made the statement at her meeting that it was the most beautiful picture she had ever seen and advised all the thousand members to see it. I invited the school heads and had them post an opinion and endorsement in the school bulletins. I used a special prelude to the picture which I termed "The Spirit Bride." A bride's head appeared and sang the song "Smilin' Through." A special score was arranged by my organist, Frank Anderson. Publicity stories ran every day. The regular critic's story was great. Very truly yours, FRANK L. BROWNE, Liberty Theatre, Long Beach, Cal. * DEAR MR. BROWNE: In view of the magnitude of your campaign, it is not strange that you are repeating the pictttre. Indeed, it is strange that you let it go. Obi'iously, the nuiss of patronage that such a campaign is calculated to draw could not be accommodated in a single week. W e trust the return will be as profitable as the first run. — IV. R. IV. But Why Cut the Prices? THEATRE EDITOR, Exhibitors Herald. Dear Sir : Enclosed find postcard photo of a summer stunt which we tried. The Ruggles truck was a new truck in town which he wished to introduce, so we got together with him and framed the following: We made arrangements with him to haul lots of kiddies to the Majestic, which introduced our summer prices, namely, five and ten cents. We had to cut prices here and go after them hard because we are in competition with river excursions, band concerts and hundreds of other outside doings. Yours truly, WILLIAM FREIZE. Majestic Theatre, La Crosse, Wis. DEAR MR. FREIZE: Competition is a powerful force at this season, ~fe know, but we wonder if your truck stunt wouldn't have drawn almost as many people to the Majestic if you hadn't cut the prices. And we wonder if you won't experience some difficulty when the summer competitors have ended their season and you try to reinstate the old price scale. Unfamiliar as we are zuith your exact problem, we undoubtedly underestimate the case in our above outlined wonderment. Don't take it as criticism. But we would like to hear the rest of the details. Why not drop us a line from time to time through the next two months and then let us know how' you bridge the jump into the Fall season.'— IV. R. W. "WAY DOWN EAST" was given frontal representation by R. J. Manning in keeping with the prologue produced and illustrated in another photographic reproduction presented in illustration of his "Theatre Letter." Mr. Manning's first contribution is excellent.