Exhibitors Herald (Jul-Sep 1922)

September 30. 1922 EXHIBITORS HERALD 43 "Monte Cristo" Timely Film 'J* HE lobby of the Strand is loig and narrow and provides ample opportunity for unique and elaborate embellishment. So first of all the walls were painted a light ivory to lend spirit to the atmosphere. Then seventeen cne-sheet posters, hand painted and framed in antique ivory frames, were hung on the walls of the fore part of the entrance. They were separated by a distance of IS inches which was decorated with a triangular array of bunting the entire list of which showed the tri-colors of France where the setting of the story of "Monte Cristo" is laid. In long frames around the entire length of the lobby, placed directly under the large posters, were 57 stills each bearing a five to ten word caption descriptive of the scene. Persons brought into the lobby by the exterior decorations were bound to linger to read the little story beneath each still and gaze upon the elaborate paints. The clusters of light from the ceiling were also covered artistically with tri-color bunting and extra wctt lamps inserted to permit ample illumination. The rear section of the lcbby was adorned with large pesters bearing enticing pictures of coming attractions at the Strand. A long bunting, gath As is detailed upon the first page of this department, under the somewhat scmber heading, "Melancholy Days," it is very much to the exhibitor's interest to exhibit at this period such productions as may be lavishly exploited. The importance of making a strong bid for patronage at this time, when Winter habits are in the making, is apparent. "Monte Cristo," Fox feature, is such a picture, as the Cleveland campaign depicted on this page indicates. Its timeliness is a distinct asset. AS the illustrations here given, and the running description embracing them, detail, the Strand theatre was elaborately prepared for the run. In every department of the theatre, and in newspaper advertising as well, the ornate dominated. The spectacular reigned. The picture was forced upon public attention. It was made clear that the management believed the production an extraordinary one. Every means of impressing this point upon the public mind was employed. The result was exactly such a result as is to be desired as Summer outdoor entertainments lose their charm and the citizen remodels his amusement habits. * * * If enough pictures of this type are played by enough theatres in the next month and exploited in sufficiently spectacular manner, the theatre habit is going to be cultivated by a great proportion of the American public in a degree guaranteeing good business for the coming season, better business than the general prospect, promising as it is, leads the trade to expect. There are a number of attractions on the market at this time which share with "Monte Cristo" fitness for the period. There are more in prospect. Yet it must be noted as significant that the Fox organization provides this year as it has in years past the right sort of picture at the right time. Due credit must be accorded that concern for foresight consistently demonstrated. * * * The Cleveland campaign for '"Monte Cristo" is very apparently a splendid bit of showmanship. Yet it is of such character that adaptation of its general tone may be achieved by practically any theatre in the country. Good showmanship is always like that. ereG at regular intervals, was suspended from the ceiling and about the walls. The box-office — a station in the center of the entrance front was bedecked with cut-out ovals bearing the words "Monte Cristo." plush and velvet of royal purple was used on the inside of the glass. So much for the lobby. The marquee of the theatre was decked with newly constructed electric displays reading "Wm_ Fox presents 'Monte Cristo* the World is Mine." Facing the street and resting on the roof of the canopy was a cut-out frcm a 24-sheet showing the Count of Monte Cristo standing on the globe and with out-stretched arms announcing that the world is "his.** Tri-color bunting also hung from the nitrogen lamp-edged girders and was criss-cross underneath. The ushers and attendants used for the occasion were all women and each wore French court costumes to lend the presentation both character and distinction. White wigs were included in the girls' make-up. Spectacular newspaper advertising featured the run and announcements of 25 and 44 cents admission prices helped fill the house.