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December 16, 1922
EXHIBITORS HERALD
47
Reading clockwise: R. P. Whitfield's front for "To Have and to Hold," "The Ghost Breaker," a window for "The Cradle," a window and a lobby for "A Tailor Made Mart," and a lobby for "The Storm," all attractions played by Mr. Whitfield at the Majestic theatre, Austin, Tex., and described in his letter.
layout. Wonder if it wouldn't be a good idea to always plan layouts that way.
Thanks for letting us show your spread and your letter to the trade. And write often. — W. R. W.
Whitfield Bomb Of Exploitation Breaks Silence
R. P. Whitfield, pioneer among "Theatre Letter" writers, this week breaks a silence of many weeks duration with a veritable bombshell of exploitation.
His letter, constituting a practical exploitation guide for many exhibitors over a period of weeks to come, follows:
THEATRE EDITOR, Exhibitors Herald. Dear Sir:
I haven't been able to send material in with a letter recently because I have had so many big pictures, in the past few weeks, 1 haven't had time for anything except exploitation. Sorry I haven't photos on everything, but now that I have a moment I am sending a few that I have on hand.
For Charles Ray in "A Tailor Made Man" we made the front from a six sheet; we made the cutouts and used the rest of the six for the background, filling
in the space with paint where we cut out the figures. ihere is about four feet ot depth to this front, giving it the appearance 01 the interior of a tailor shop. You will note by the announcement on the card in the window display, that we pulled off a "Men's Fall Style Revue" in conjunction with Harrell's, a furnishing store, and used University students as models. It was quite a success. We also used the University Quartette as an added attraction, which went a long way towards putting it over, as men's styles might have gotten a bit tiresome with nothing else to keep up the interest.
Altogether, it was a big success; wc gave them a lot for their money, as we did not raise prices. We wanted to build good will, and we did, for the picture itself more than made good. In addition to this, we used libeial billboard and newspaper space, the stores tieing up in their ads. We also sent out 1,000 letters to a select list" and used a neat banner across the front of the theatre.
For "The Cradle," with Ethel Clayton, we created a lobby display representing a nursery, with a cradle, and cutouts from the paper. In addition, we arranged an essay contest with one of the papers, on the subject: "Why Does the Cradle Rule the World?" and the store gave a $10 article of baby clothing to the first prize winner. The theatre gave tickets to others having creditable
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