Exhibitors Herald (Oct-Dec 1922)

48 EXHIBITORS HERALD December 16, 1922 papers in the contest. Photo of . the store's window herewith. Scarbrough's is the largest department store in town. On "The Storm" we built a stage effect as you can see in the photo of the lobby display, with cutout from a threesheet, and painted the fire scene in the background, red light in back of the cutout and white in front, all attached to the flasher on our sign, which created a good effect and certainly stopped 'em as they passed by. We also painted ten prominent windows about the business district in colors, using the storm flag, and " 'The Storm' with House Peters, Majestic Now." Liberal billboard and newspaper space was used. Banner on front of theatre. Used street ballyhoo. Trailer on screen week in advance. Advance ads in newspapers, starting off with teaser campaign two weeks in advance. We also used the storm story contest in the paper which was arranged by Paul Wakefield, Universal exploiteer in this territory, who arrived on the scene in time to put this over. For "The Ghost Breaker," with Wallace Reid, we got up a front, photo of which is enclosed. Used a six sheet for the cutout, which was placed half way between front and back of display. Usual liberal newspaper space and billboards. "To Have And To Hold-'' We enclose a photo oi that display. Used a cutout from a three sheet, the display being in box form, with enough space between front and back to give it distance, and the cutout mounted in the middle, half way down stage. On this picture we used an unusual amount of billboard space, heralds and other accessories, as well as liberal newspaper space. Also put over a co J5he Exhibitor Visitor By HARRY E. NICHOLS Field Representative, EXHIBITORS HERALD "One Week of Love" at the Apollo, Indianapolis. INDIANA, home of American letters, subject of innumerable popular songs, might be celebrated for its exhibitors as well. They are diligent, progressive showmen, alive to picture possibilities and modern in their treatment of them. Jimmie Kennedy, Apollo, Indianapolis, is an example. For the new Selznick picture, "One Week of Love,'' he engaged a street car, bannered it in the style shown in the picture I got of it and kept it on the go. It paid big, as Jimmie says advertising of this sort always pays. At Kokomo the Victory theatre practically duplicated the stunt for Paramount's "The Old Homestead," adding a deft touch in the sign which reads "Uncle Josh Rode in This Car Twenty Years Ago." I select these photos for this week from the bunch that I've collected for the purpose of showing the bulk of exploitation being done in Indiana. Either of the stunts stands as typical. It's all big time stuff, so far as I've observed, in keeping with a big time state. , RODE IN ,„ W TWENTY YEARS WO w THE OLD H0KEHEU 'The Old Homestead" at the Victory theatre, Kokomo, Ind. operative ad page in the morning paper. Had a nice window display on "Burning Sands," but photo turned out bad. Played these last two pictures three days each week of Nov. 13th, and did the biggest business of the season. R. P. Whitehead, Majestic theatre, Austin, Tex. DEAR MR. WHITFIELD: The weeks of silence have been busy ones, indeed, and productive, too, if we guess not amiss. We have not the courage to undertake remarks on individual phases of your letter, but the whole is a classic Many thanks. — W. R. W. Creamer Stage Feature Suits Many Pictures A stage feature suitable tor many current ana coming attractions is described herewith by Jotin W. Creamer, Strand theatre, Chilhcothe, who used, it on Armistice Day. The letter should be filed for ready reference, as occasion to use like material arises frequently. THEATRE EDITOR, Exhibitors Herald. Dear Sir: I have not been sending in any exploitation stunts lately, because I have been so awful busy, and also, I have been working on stage novelties for the past few weeks. So I thought that a description of them might be of interest to your readers. They are all fitted to the small town theatres. This time I will tell how we put over a novelty for Armistice Day, and will send in other descriptions from time to time. For Armistice Day I staged a five minute act that brought forth cheers and applause from our packed houses. Following is how we did it. Stage set with palace wings and background. Front hand curtain down, stage dark for opening. A soldier blows a bugle call. Curtain up quick. Soldier picked up with white spot. Walks to lett and stands at attention. Orchestra and soloist (who is backstage) at once swing into "Good Bye Broadway — Hello France," followed by "Over There," at the' beginning of whicii a sailor and a soldier, each carrying the national colors, walk from the wings and stand at attention. All red stage lights coming up. A large fan on either side, concealed in wings, keeps flags waving. Following in rapid sequence comes "Pack Up Your Troubles in Your Old Kit Bag," and "When You Come Back and You Will Come Back." Immediately soloist walks to center stage, singing "The Star Spangled Banner," all stage lights going out, flood from booth on, with colors from red to white, and to blue. On the last few bars, a large American flag is dropped behind soloists, white stage lights coming up for finale. Quick curtain and no encore. Two soldiers in uniform, carrying rifles, march across back stage, as if on sentry duty, during the act. This act is easy to stage and the American Legion boys should be glad to cooperate. It can be put on any time. Trusting that this can be used by many of your readers, and with l«-st personal regards, I am John W. Creamer, St randEmpire theatres. Chillicothc, Mo. DEAR MR. CREAMER: We think you have done considerably more I linn to describe an Armistice Day program. We think you've provided a workable plan for » stage feature which may be used with ny one of half a dozen pictures now in circulation. If we were to exhibit "Skin Deep," for instance, we would want nothing more suitable. Do, liy all means, keep us informed of what vou are doinn In this line— W. R. W.