Exhibitors Herald (Jul-Sep 1922)

September 30. 1922 EXHIBITORS HERALD 41 R. P. Whitfield, Majestic theatre, Austin, Tex., describes his campaign for Paramount's "Nice People" in the accompanying "Theatre Letter." The above is a reproduction of one of the window displays The Majestic lobby contained a papier-mache dragon and other colorful Oriental trappings. A story in the press book, Mr. Whitfield states, inspired the design. tion, for the reason that it conveyed the wrong impression of the picture. There isn't such a thing in the picture, and we shouldn't tell the wrong story with our fronts. The idea for this front was taken from the story in the press book describing the Japanese Garden in the Picture. We used six twenty-fours placed on all main streets leading to the down town district and on the way to the State University. Fifteen hundred heralds from Paramount Exchange were given out to patrons as they left the theatre three days in advance of showing. We aiso have 10 Insert frames located permanently in good windows down town which we used. Also 10 one sheet boards about town. Slides in advance of showing and 123 inches of newspaper space completed our campaign on this picture. R. P. WHITFIELD, Majestic theatre, Austin, Tex. DEAR MR. WHITEF1ELD: According to our count, you specifically name in your letter seven different means of attracting attention to "Sice People." While this may not be a record, though it may be, it most certainly is rousingly good enterprise. Sorry you didn't state Advertising Pays for Brooklyn House Organ An eight-page newspaper, small newspaper size and made up in modern newspaper style, is a theatre asset, especially if the advertising pays for it. The Brooklyn Strand has such a house organ. THEATRE EDITOR, ' ANNIVERSARY WEEK NUMBER" Exhibitors Herald: Dear Sir: You will find enclosed herewith, a copy of the Brooklyn Mark Strand theatre's •'Weekly Gossip." This theatrical newspaper is the most unique form of advertising that has come to light this year, and I believe you will be of the same opinion. I have twenty thousand copies printed each week of this exclusive Strand publication, ten thousand of which are distributed within the theatre proper and the remainder through a mailing list, unsolicited. The mailing list just accumulated, from letters written in from, patrons desiring a copy of the paper mailed to them weekly. The advertising we carry in this paper pays for the cost of printing it. Thus we have twenty thousand ads of best kind reposing in equally as many Brooklyn homes at absolutely no extra cost to the Strand" BENEDICT R. SOBLER. Mark-Strand theatre, Brooklyn, N. \. A NEW TYPE OF FILM COMEDIAN DEAR MR. SOBLER: _ Mat Your "Weekly Gossip" is undeniably a great sheet. Your front page is great, and your picture pages strike right into the present trend of the big dailies ewerywkere. The eight pages show a world of work, and also show that the work is thoroughly justified. _ _ . . Credit should be divided, we believe, between your editorial and your business genius. Your method of distribution is admirable Many showmen undoubtedly will follow the plan outlined in your letter in starting similar publications. We are sorry that we could not "Produce your entire paper for their guidance. — W. K. W. Front page of the Brooklyn Strand newspaper house organ, described in Benedict R. Sobler's letter, herewith. The paper is in eight pages and pays for itself with ads. what the box office results were, although it is apparent that they must have been good. Following a regular policy of covering every attraction as thoroughly, the coming season should be a brilliantly successful one for any exhibitor attempting it. We expect you to follow just that policy, and experience just that result. And we'll consider it a prizilege to chronicle your progress throughout the coming months. — W. R. W. "Theatre Letters' A STORM SIGNAL FOR "THE STORM." SLIDE EXPLOITATION SUGGESTIONS. COMPETING WITH THE COUNTY FAIR. These are subjects of letters by W. G. Sturdivant, Harry Van Noy and John W. Creamer, exhibitors whose previous contributions you have read and profited by, in the next issue of the "Herald." Don't miss them. They contain ideas and suggestions worth money to every showman. Apply them to your business and repay their donors in kind. WRITE A THEATRE LETTER TODAY. Is This The Pinnacle of Cooperation? The mail man has just delivered to us from just the man from whom such a thing might have been expected (if such a thing might have been expected) the advertisement of his competitor with the suggestion that we reproduce it. The suggestion will be acted upon next week. This is cooperation. Is it the pinnacle of cooperation? We doubt that on principle. Having watched the spread of the cooperative idea over a number of years we are convinced that it is destined to grow into a force of such power as to lead its adherents into even more marked unselfishness, even greater interest in the welfare of the many. This contribution is the first of the sort ever received. Undeniably, it marks an important precedent.