Exhibitors Herald (Oct-Dec 1922)

November 4. 1922 EXHIBITORS HERALD 53 "ETERNAL FLAME" B. O. HIT Talmadge Feature Actively Exploited for First Runs Ray Feature Timely Film For Theatre A contributor to "What The Picture Did For Me," in this issue, calls attention to "Two Minutes To Go," a Charles Ray feature, as a football story. At this season, and for the next month, football is prominent in the minds of the youthful. In any city where the picture has not been exploited to the full it is possible for exhibitors to promote a special engagement in co-operation with college or high school. The beneficial effect of such enterprise is well established. been done' — that have been used and found effective. The exploiteers always receive stories of the campaigns staged by their colleagues. "The same thing holds for the exhibitor. So the division of exploitation publishes 'The Paramount Exploiteer. an eight-page digest of the advertising to date on a certain picture. After the picture has been released about four weeks we accumulate enough data to show the rest of the exhibitors who play the picture just what 'has been done' to sell it to the public. We have obtained far better results from this system than by sitting at a desk and trying to 'dope' out campaigns." Original Dancer In Prologue for Dean Production Picture on Page 55) "Under Two Flags," Universal feature with Priscilla Dean, was presented by Joseph Plunkett, New York Strand, with Wilberta Babbidge, a dancer employed in the making of the picture, featured in the elaborate prologue. The photographs reproduced upon a succeeding page show scale of the presentation. The scene opened with a Whirling Dervish, followed by a dance by Miss Babbidge. A bit of pantomime came next, the prologue closing with a baritone solo. Piior to the engagement the Universal exchange sent Algerians in costume upon Arabian horses around the downtown streets. Guests of Capitol See "Remembrance" Picture on Page 54 Old people from the Home of the Daughters of Jacob were guests of the New York Capitol during the run of "Remembrance," Rupert Hughes' Goldwyn production. The conveyances which brought them to the theatre were bannered in the usual manner. Undoubtedly much of this will be done in connection with the picture in its exhibition over the country. "The Eternal Flame," first Norma Talmadge feature since the brilliantly exploited "Smilin' Through," gives promise in the four weeks of its first run history of rivalling that picture's theatre record. The following account of its exploitation in various parts of the country is compiled for the convenience of showmen who have its exhibition in prospect. Pictures on Page 54 Organ Solos Illustrated And Enacted "An Old Fashioned Girl in a Gingham Gown," organ solo used by Jesse Crawford at the Chicago theatre on the program with "The Eternal Flame," was illustrated by slides carrying the text and, on the last chorus, enacted by a young woman whose presence back of the translucent screen became evident only when deep red backlighting effaced the blue of the projected lyrics. Attired in a gingham dress, she posed upon a garden seat. The young woman employed at the Chicago had bobbed hair, unfortunately, and comment on same robbed the stunt of a degree of effectiveness. But the idea, the use of the translucent drop, is good and offers possibilities. Doubles Street Exploitation on "The Fast Mail" (Pictures on Page 55) Street exploitation was doubled by the Tower theatre, St. Paul, in the interests of "The Fast Mail," Fox production, two distinctly different types of ballyhoo being employed. The Owens Motor Sales Company, Ford agents, co-operated in producing the locomotive float, which was most picturesque. The directly informative display of the other vehicle was probably no less effective. A greater radius was covered by use of two floats, a greater number of potential clients reached, and since one was the result of co-operation, it is not likely that extra expense was incurred. The event may or may not be a record, probably is not, but it is first rate showmanship. A Chinese Herald A four-page herald, black on red, the front and back printed almost entirely in Chinese characters, advertised Pathe's "Speed" for the Golden Gate theatre. San Francisco, the inner pages being in English. The Branford theatre, Newark, working with The Newark Star-Eagle, staged an athletic meet participated in by more than 200 girls, including a holder of two world's records. Norma pearls were given as prizes in the meet and many window displays thus obtained. The newspaper featured the event in news stories on the first and sport pages. An audience of 10.000 was drawn to the field meet and the usual tie-ups with automobiles, etc., based on the presence of the feminine title-holder, were utilized to full advantage. Variety of Methods Used _ Ushers especially costumed by the Ivinema, Los Angeles, drew such attention that a merchant volunteered a window in which duplicates were displayed on wax models. A rickshaw ballyhoo was employed by the Olympia theatre. Boston, the vehicle serving when it was found impossible to obtain such a one as is found in the picture. Norma pearls were found helpful in getting windowdisplays for the Auditorium at WinstonSalem, N. C, the Colonial at Columbus, the Garrick at Duluth and elsewhere. A three-foot candle used in a restaurant by the New York Strand brought a request from the management for repetition in connection with another attraction. Edward L. Hyman of the Brooklyn Strand produced a brilliant prologue, his cyclorama costing more than $1,000. The illustration shows the setting completed. Joseph Suk's "Minuet" was played for the four couples whose dancing made up the prologue. Cooperation Is Forthcoming From every section of the country come reports revealing the suitability of the picture for exploitation and the readiness of business people to cooperate in its advertising. A good start toward the record of "Smilin' Through" has been made. Pathe Office Gets Window for Serial Picture on Page 54> Through co-operation with a dealer in Indian motorcycles, the Philadelphia branch of Pathe Exchange. Inc., obtained an effective window display based upon the use of that machine by Charles Hutchison in his serial, "Speed." The benefit of such a display is spread evenly over the many theatres which will exhibit the serial in the territorv. Issues Comedy Paper The Gerson Pictures Corporation have mailed to American theatre men a fourpage newspaper, done in semi-humorous style, giving synopsis of four of the Plum Center comedies made by that concern.