Exhibitors Herald (Jul-Sep 1922)

July 22, 1922 EXHIBITORS HERALD 35 J P. McCONVILLE, Paramount exploitation * man, gives details of this striking photo display system, produced by a woman, in the accompanying article. Miss Davidson, the producer, manages the advertising of three theatres in Brockton, Mass. Paramount Staff Exploiteer Lauds Woman Exhibitor By J. P. McCONVILLE (Paramount Exploiter at Boston) PRACTICALLY everybody in the show business in New England knows Miss Davidson of Brockton. Miss Davidson has been identified w'th Brockton theatres for — years; (we wouldn't dare to say how many) and now has full charge of all advertising and publicity for the Strand, City and Rialto theatres. She is full of ideas and she puts them into practice, always keeping pace with advancement in showmanship — even a bit ahead of the other "fellow." Lobbies Show Handiwork The lobbies of the Strand, Rialto and City theatres give evidence of her handiwork and everybody who visits these houses notes their attractiveness. Miss Davidson's latest wrinkle, which she originated, is the use of sets of frames made of cardboard, covered with cretonne. They are very attractive yet inexpensive and easy to make. They are particularly well adapted for display of black and white stills of scenes or stars, and as the cloth can be had in great variety of colors and patterns at any dry goods store, there is no end to the number of ways in which it can be used to advantage for lobby decorations. Uses Dozen Sets The accompanying photograph shows how Miss Davidson has made the Strand theatre lobby attractive by use of the covered frames. She has about a dozen sets of these and changes them for every picture. The set shown helped to put over Paramount's "Beyond The Rocks" at the Strand for a full week's run. Mere Duty Several reported instances of showmen booking reissues and revivals without plainly labeling same are at hand. For this neglect of mere duty, involving box office suicide, there is no alibi. WILLIAM FREIZE, Majestic, LaCrosse, Wis., used the above float to advertise First National's "Polly of the Follies." His letter gives full details. Most of Us Are Guilty Summer is the drifter's own season. Summer resorters row briskly enough to the lake's far reaches at early morn, but seek marginal shade as Old Sol goes into action. Golf is crowded into the cool hours less to escape the heat than to free the remainder of day for lolling about the veranda with icy concoction in easy reach. Ideally, not actually, the usual two weeks serve to cram into a fortnight the • whole of a man's loafing, returning him to work with vigor renewed and energy at high pitch. But the Summer vacation is a vastly over-rated institution. It doesn't operate as planned. More often its effect is exactly the reverse. One thing, intelligent understanding of its character, can be relied upon to defeat the drifting virus. Knowing it for what it is, showmen proceeding directly to the discharge of the special obligations imposed by the current climatic condition experience best results. This tendency to drift, incidentally, is one of the chief causes of the annual Summer slump. R-C Feature Has Loose Comment Prominent Stand "In The Name of the Law," R-C feature opening at the George M. Cohan theatre, New York, is represented by a huge hand-painted stand at Forty-third street and Broadway, one of the most advantageous advertising spots in the city. Credit for obtaining the position, won by very few advertisers since the days of Liberty Loan drives, is due Nat G. Rothstein, who predicts for the feature a brilliant exploitation record throughout the country. Naturally enough, the showman, always listened to with interest, occasionally is moved by the rapt attention paid him to continue when his store of information is exhausted into what he may or may not regard as safe generalities. The showman, also naturally enough, does not fully realize that he is a much quoted member of the community. This fact, true for whatever reasons, should serve as a brake upon eloquence. Just exactly the right declarations should be made by members of this business addressing non-members, and not one word more. LIVE HORSEMEN on the street and a "live" lobby display advertised Metro's The "Four Horsemen" for R. J. Manning, whose "Theatre Letter" is given in this issue.