Exhibitors Herald (Oct-Dec 1922)

November 11. 1922 EXHIBITORS HERALD 47 by Valentino's father-in-law displayed. We also tied up in the same manner with a book store. One of the local electric dealers conceived the idea of giving away a washing machine, and. tor the privilege of a display in our lobby, we were allowed to give it away. The second photograph shows what the lobby looked like. It proved to be very beneficial to us as well as to the dealer, and I hereby recommend it to other exhibitors as a sure fire tie-up. Fred S. Meyer, Palace theatre. Hamilton. O. DEAR MR. MEYER: As we're frequently stated, we think you hare redueed the cooperation matter to the lowest common denominator, as it were. Certainly, wlien you tie up with any institution the benefit derived is two-fold. That's as it should be. Of the two tie-ups you mention we like the second best. The father-in-law angle tiems a bit awkward. So such fault to find the electric dealer stunt. That seems to us all wool and the usual yard wide. The idea should take well. — IV. R. If ". Hand Painted DisplayDraws Nontheatregoers Nontheatregoers, making up that portion of the American public which for one reason or another does not attend the motion picture theatre, are growing fewer in number steadily. One of the reasons is contained in the following letter: THEATRE EDITOR. Exhibitors Herald. Dear Sir: Just a photograph of part of another business getter campaign I put over for the Paramount production. '"The Valley of Silent Men.'' On each side of the lobby I had those large paintings, and by the way they are real hand painted pictures, with those cut-outs from a three and a six-sheet pasted on. Looks as if they were real also. I only had the photographer take one side of the lobby, as it gives enough information. This lobby display drew many, many people who would have never paid a visit to the box office. In addition to the display I used the advertising boards on the front of all city street cars, sent postal cards on my mailing list and had several thousand heralds inserted in the Sunday papers, thereby getting them into the homes direct. C. F. Lewis. Criterion theatre. Evansville. Ind. DEAR MR. LEWIS: The snow stuff in "The Valley of Silent Men" impressed us deeply uheii we viewed jhe picture. You were wholly right in emphasizing it in your exploitation and we hare no doubt thai the many whom you state it drew zverc well pleased -with the entertainment. The splintered board sign bearing the title was an exceptionally good touch. li'e know from experience the value of the Sunday newspaper stunt. Used to use it regularly for distribution of house organs, giving news dealers a small ad in same for sen-ice. Ever try it out that way.' — II". R. W. How Milhon Prospers In City of Fifty-Six Who is the champion "small town exhibitor"? Is it E. J. Milhon, who operates the Cozy theatre at Hazelwood, Ind., a city of 56 souls? Read his letter and learn how he makes motion pictures pay a profit in that community. THEATRE EDITOR. Exhibitors Hf.rald. Dear Sir: Here is one from the smallest town in the state with a motion picture show. The actual population, including kids of all sizes, is fifty-six. and of these there are quite a few who are so good that they are pure. They would go straight to the devil if they entered or boosted a "movie." so you see putting over pictures here is a tough proposition. Nevertheless, by running good pictures, using plenty of advertising and teaser stunts. I have done so for the last two years. I think one of the best teasers I have ever used was on "Where Is My Wandering Boy Tonight?" After putting out my regular weekly dodgers I obtained a good cornet player and on the night before plav date we serenaded this town and the neighboring towns with "Where Is My Wandering Bov Tonight?" and it hit them where they lived. The next day it was street corner and telephone talk, and that night, with it pouring down rain, they came from far and near. I am sure if the weather (.Concluded on page S2) FOR SALE Admission to 'Black Beauty' The wor!d famous horse who for ever 40 years has .led all other*, a thoroughbred in every respect One of the biggot and bc>t photoplay > on the *-creen Filmed ai £normcHfc> cost with an all-star ca>t headed by JEAN PAIGE This special production is faithful . ortrayal of Arvr\<^ Sew ell's Famous story, filled with thrills suspense and exciting xQrrux B»g rire scene unique rate between horse and locomotive, a spectacular slot m It is th big picture of the year and one th*t will long be remembered SESTESCEV TO READ A BOOK CHICAGO <Xt T-A* ■ lw '-rtoud og of mm b«-ne4ik*a «iyn. J*ae)(J1ftwU fBwvteM -* • trtaiv row P*»j i-4*f »»*tlwft4 *-j J«4f Jobs r B»« to f**d B*k* fcfa»»tr * Tb* tv« .«.ntoMl >> EMb*4 « -m* e«;U Not *. »W tft*tfefeodaM mm* mmm ^uantnot na tb? acorr MM •Mem tte !M»t 1**1 tm t*_ Pi ■iwt.oi <* Qw^pB Am«iM tmntn* that rrimanM-. 3 fewe t*«« «*• 1 n iliKV 4 *M» P«B* »t*0 !( «*■ mJMtU* rrlfcj to IB* MM? dMrWt BLACK BE At TY will ap^ar ai the An entertainment that will be enioycd by the entire fajntIv Don't mi*s lb ' Reproduction of herald used by J. W. Baird for exploitation of Vita graph's "Black Beauty" and described in Mr. Baird's initial "Theatre Letter," in this issue. REWARD! FOR THE ARREST OF KEN THORTON Believed to have killed Sam McTurk in Virginia — Last seen in Kentucky — Thought to be headed this way — If seen REPORT AT ONCE SAT. Night 0CT.28 Reproduction of herald used by E. J. Milhon for Fox's "The Roof Tree." Mr. Milhon writes in this issue a "Theatre Letter" none should miss reading.