Exhibitors Herald (Jul-Sep 1922)

July 29, 1922 EXHIBITORS HERALD 49 and Life Now, Here, Yours and Mine. 7th — That the screen has never before had upon it so real, so genuine, so extraordinary a masterpiece of every day life. 8th — That I do wish honestly for the people of the Stanley Country to see this wonderful feature for its real worth rather than for any profit I may receive from it; in proof of this I am making the prices the lowest possible, and more, to every mother who has married children away from the old home and will cut this advertisement from this paper and present it at our box office, we will admit her free of charge TOM FOSTER, Mgr. Hope Stunt Most Daring Showmanship The most daring exploitation in recent theatre news is reported from the Hope theatre, Dallas, whence has come several "most" stories since the opening of that house by Laurence Stuart. Look at the photograph. Then you'll read the story. FIVE men employed by Mr. Stuart were attired to represent night riders and sent about the city bearing banners clearly setting forth the fact that they were advertising "One Clear Call," First National attraction, then in exhibition. The report omits mention of the stipend which induced the riders to undertake the journey, an important item. Stunt Is Daring In Texas, whence have come numerous newspaper stories of Klan activities, the stunt was clearly a daring undertaking. In any community it has a certain element of danger. Adaptors of the enterprise should not fail to note that the exploitation angle was prominently emblazoned. The report states quite simply that "the exploitation succeeded in its pur ]T\ARING complications of whatever character, five exploitation Klansmen informed Dallas that ^ "One Clear Call" was the current attraction at the Hope theatre. Note: In adapting stunt it is well to preserve prominence of banner display. pose," which was to attract attention and arouse interest. During a sultry week the Hope played to good business and the galloping pseudo-klansmen were partly responsible." That is quite easy to believe. Stuart Sets Record Mr. Stuart, in the brief period during which the Hope has been in operation, has set up a brilliant record for consistently progressive showmanship. He has produced more striking material in that time than has been received from any single quarter unless it be Hamilton, O., home of the wizard Meyer. The work of the two men is so dissimilar as to make comparison impossible. They would make a wonderful team. Lloyd Comedy Is Valued Stimulant To Exploitation The lobby display for "A Sailor Made Man" reproduced on this page is almost a counterpart of a dozen that have preceded it. That is why the photograph was reproduced and this story was written. HAROLD LLOYD'S Associated inhibitors comedy, "A Sailor Made Man," stands out against the background of recent comedy publication as especially notable for its stimulating effect upon exploitation. At its premiere stage the picture was well and widely exploited by means of comprehensive advertising. Almost every theatre using it installed a battleship front. The most recently reported exhibition of the comedy took place at the Colonial theatre, Camden, N. J., and here also a battle-ship display was made. The illustration shows the front in detail. In all, undoubtedly, several hundred showmen constructed special fronts in behalf of this comedy. A thing once done is easily done again. It follows that they will make other fronts for other comedies. That is a development that all should welcome. JJAROLD LLOYD'S comedy, "A Sailor Made Man," has been accorded dozens of battle-ship lobby displays since publication, showing contagious nature of a good idea. This display is from the U>lonial theatre at Camden, New Jersey, a recent engagement. Paramount Issues Star Photographs Star photographs for theatre patrons have been added to the list of Paramount accessories available at exchanges. The photographs are 6l/2 by 8J/2 inches, sepia prints, and are furnished in thousand lots. Eighteen stars are the subjects. Many obvious uses of them should make them valuable additions to exoloitation stock in the estimation of the advertising exhibitor.