Exhibitors Herald (Oct-Dec 1922)

December 16. 1922 EXHIBITORS HERALD 45 THE THEATRE A department of practical showmanship Market Notes Press time reports, too late to illustrate, on exploitation of the new attractions. A Better Theatre Platform "Trifling Women" CLEVELAND — The line, "What young woman in Cleveland has perfect lips?" was used by the Stillman theatre in a newspaper contest, winning columns of publicity, and many published photographs during the run of "Trifling Women." The lips of Barbara LaMarr, of the cast, were held as standard of perfection. "The Sin Flood" DETROIT— A sail boat float, with an occupant excitedly manipulating the sail, informed pedestrians that "The flood will sweep over you" when "The Sin Flood" was shown at the Broadway Strand. Phil Gleichman. manager, had the aid of John Wilstach, Goldwynner, in the undertaking. "In the Days of Buffalo Bill" ATLANTA— The Alpha theatre, which will give a "boy driven" automobile to some youngster for Christmas is experiencing remarkable business with "In the Days of Buffalo Bill." "Nero" INDIANAPOLIS— Twenty-five thousand booklets, twenty-four sheet stands and an intensive newspaper campaign got "Nero" off to a big opening at the Apollo. WICHITA FALLS, Tex.— "Firemen's Day," advocated by the Strand theatre, resulted in five trucks and the chief's machine appearing upon the streets with banners reading: "We Are Going to See 'Nero' and the Burning of Rome." VINCENNES, Ind. — A Friday screening of "Nero" at the Pantheon theatre for ministers, public officials, officers of the Rotarians, Kiwanis, school officials, Vincennes University Historical Society and others resulted in newspaper publication of opinions on Saturday. The picture opened Sunday. A newspaper-mail-billboard broadside supported the drive. "Brawn of the North" LOS ANGELES — Fifteen thousand copies of the advertisement on "Brawn of the North" in the Saturday Evening Post were mailed out on three mailing lists by the Kinema theatre prior to opening date. OKLAHOMA CITY— Tom Boland. Empress theatre, obtained a novel effect with an action cutout of Strongheart by using green lights for eyes and a red transparency for the tongue and connecting the whoie with a flasher, advertising "Brawn of the North." DETROIT — Two police dogs led by a man in a yellow jacket ballyhooed "Brawn oi the North" for the Capitol theatre, a tie-up with the Police Dog Kennels reducing expense to $4.50. "The Man Who Saw Tomorrow" CUMBERLAND. Md.— Leslie Whelan. Paramount exploiteer, wrote seven (Concluded on page 52) 2. Award of Authority. Quotes are increasingly popular with writers of motion picture advertising copy. Matter taken from trade and newspaper appraisals of attractions is in more general use currently than at any previous time.* Unfortunately, not all who essay its employment have mastered the simple technic governing its operation. The result is waste through nullification of space values. sit s *4 Plainly, the purpose of the advertiser using a quote is to set before his public the opinion of an established authority. Unless that authority be definitely identified the statement printed within the quote marks lacks conviction — is, in fact, less convincing than if presented as straight copy, the quote marks serving to puzzle the reader and, possibly, to create doubt as to the veracity of the advertiser. Despite the apparent simplicity of this logic, we regularly come upon such advertising as: " 'The best picture ever made.' — Mae Tinee," which means a great deal to readers who know that Mae Tinee represents the critical opinion of "The Chicago Tribune" and nothing whatever to readers who do not. In this shape the appeal of the advertisement is limited to the circle of a single critic's influence. With the addition of the three words required to identify the authority this appeal is extended to include all who know the newspaper, or practically everybody. £ £ 4 Through this common error, due to thoughtlessness rather than ignorance, the efficiency of the motion picture's advertising, considered in bulk, is impaired needlessly. The motion picture, peculiarly dependent upon its advertising, merits better and increasingly better treatment. Accreditment of authority, which costs nothing and is the vital factor in this type of advertising, is clearly an obligation. INTRODUCING "MARKET NOTES" On your left, this page. "The Theatre" this week introduces a new feature, "Market Notes," in which will be set down briefly hereafter first reports on the exploitation of new pictures. Bare ideas will be given and illustration will be sacrificed in the interest of speed. All readers of and contributors to this department are invited to submit reports suitable for the new column. PICTURE SETTINGS PROVIDED This week "Theatre Construction and Equipment." page 83. provides for exhibitors' use picture settings appropriate for the Yuletide. Cemplete instructions for their manufacture are given, illustrations indicating the completed effect. In the offerings this week the theatre without a stage is considered, no indenture being required for application of the suggestions. With this service, in addition to that offered for the stage theatre last week, no Herald subsuriber need present his holiday performances without appropriate background. PICTURES AND PURSES Six theatre fronts of widely varying type are presented on page 49 and discussed with reference to costs represented. The purse, all important in theatre undertakings of any sort, always has received too little consideration in the estimation of merit. Back of the purse, of course, the picture responsible for its condition looms prominently. We believe a big field for thought is opened up in the article. WONDERS NEVER CEASE The reply to the ancient query, "Will wonders never cease?" is negative. Witness men's fashion shows staged in Houston, Tex., Austin. Tex., and elsewhere for "A Tailor Made Man" with gratifying results. And vanity supposedly an exclusive attribute of the feminine sex. In the motion picture business, truly, wonders never cease. WANTED: A MIRACLE WORKER Probably the man to whom the theatre of tomorrow owes most will be the genius who evolves a workable plan for getting the entire audience in and seated before the beginning of the feature picture and a floor plan which will permit, without loss of capacity, of arrival and departure of patrons without interference with patrons watching the show. Everything, even the evolution of such plans, is possible. If there are constructive suggestions bearing upon the working out of such plans "The Theatre" invites them for publication.