Exhibitors Herald (Jul-Sep 1922)

38 EXHIBITORS HERALD July 22, 1922 Lobby display for Arrow's "Ten Nights in a Barroom" used by Thomas G. Coleman, Strand theatre, Memphis, Tenn. Barroom Display Attracts Antis And Pros Alike OF THE numerous good lobby displays used by American showmen exhibiting Arrow's "Ten Nights in a Barroom," that erected by Thomas G. Coleman, Strand theatre, .Memphis, Tenn.. is selected for reproduction as emphasizing a notable point. Individuals for and against prohibition are attracted with like certainty by such a display. The Coleman layout is very colorful. Even in the days when liquor was sold publicly such a front would have attracted wide attention. With the interest of the public aroused by the addition of the latest amendment it has, of course, even greater value. This duality of appeal is the fortunate property of exploitation which connects in any way with a topic in general prom inence. Happily, the theatre is not commonly called upon to take sides in questions of this character. The wise showman does not wittingly forsake that freedom. Trap" Is Best Drawing Feature In Two Seasons nTHE TRAP." Universal-Jewel pro*■ duction starring Lon Chaney, played 14 days at the Casino theatre, Chicago. Ralph Tippett, manager, states that this is the first feature that has accomplished that performance in approximately two years. The accompanying illustration shows one good reason. To obtain the pelts used in the lobby display for the run Mr. Tippett made a personal visit to the West Side hide houses and selected the best available material. The effect of this layout, breathing the cool freshness of the North, upon passersby in busy downtown Chicago during warm weather is not difficult to estimate. The Casino, catering to a street public, constitutes a good test of pictures and showmanship. Mr. Tippett's ability is well established through a long period of productive endeavor. The performance of "The Trap" is correspondingly notable. Night view of lobby display for Universale "The Trap" at the Casino theatre, Chicago. Title Chosen for First Madge Kennedy Picture •The Kenma Corporation, organized to star Madge Kennedy, announces the title of "The Purple Highway" for the first Madge Kennedy special production. Arrangements have been made for its screening at a Broadway theatre. The picture is adapted from the John Golden stage play "Dear Me." In the cast are Monte Blue, Dore Davidson, Pedro Cordoba, Emily Fitzroy and others. Henry Kolker is directing it. Adopt Newspaper Style in Maying New Press Sheet WI 'TH the issuance of the press sheet v' on Marion Davies in the Cosmopolitan production, "The Young Diana," which is scheduled for August 7, Paramount has inaugurated a new style in its press books. From now on, the book on each production will be of full newspaper size, printed in newspaper style on a fine, heavy grade of news stock. * * * The press book, or "Paramount Press Sheet," as it is called, is the result of hnany requests from exhibitors and theatre advertising managers for a simpler and more easily handled sheet than the book form afforded, its sponsors state. The usual size of the sheet will be four pages, and in the case of some of the super-specials this will be enlarged to eight. The first page is devoted to general editorial matter on the production, exploitation suggestions, rotes for theatre programs, etc. The second contains reproductions of the newspaper ad and publicity mats, the third is given over to the advance stories and reviews for the newspapers and the fourth carries reproductions and descriptive matter on the pasters and other accessories. * * * By this arrangement, the text pages are backed by the reproductions of the advertising material which is ordered in advance by key number, making it possible to clip editorial matter when the time arrives for its use without cutting into usable material on the other side. The fact that the copy of both advertising and publicity is printed on news stock and in newspaper style is also of considerable assistance to the exhibitor as it gives him an exact idea of just how his advertisement or publicity story will look in a well-printed newspaper. Charles Kenmore Ulrjch is the editor of the press sheet, Russell Holman designs and writes the copy for the advertising, Vincent Trotta is in charge of the art work and A. M. Deane is assistant editor, all under the supervision of A. M. Botsford, advertising manager. Sign Language Dictates Truth Sign language of the American theatre, ruled by the number of letters a sign will accommodate, merits study. In Chicago many showmen using old pictures utilize its limitations to perpetrate a semi-deception, booking a long feature and a dramatic two-reeler and listing the prominent names involved without explanation. Lured by a formidable list thus obtained, we recently visited a prominent neighborhood house, discovering that we had been taken in and determining that it shouldn't occur again. We doubt very much if the 28 cents the management took from us will compensate for our customary weekly deposits. And we doubt if we are much different in our reaction to the others present on that occasion. Much can be said, truthfully, in the terse phraseology of sign language. The art of saying it is not the least important side of theatre management.