Exhibitors Herald (Dec 1922 - Mar 1923)

February 3, 1923 EXHIBITORS HERALD 51 Organ Trailer "Sells" Music To the Public "Theatre Construction and Equipment" printed last week the story of a motion picture reel supplied to customers of the American Photo Player company for use 'in "selling" their musical accompaniment to the public. The stunt has been tried out in practical theatre operation with excellent results. The prestige value of the thing is apparent. The theatre organ is a little understood device and exposition of its intricacies serves less to simplify it for the public than to impress upon the public mind its magnitude. Therewith goes respect, which is another name for prestige. So much for the organ. It can be "sold'' very effectively by this means. But why stop with the organ. Why cannot the projection machine, the fly loft, the mechanical side of the theatre generally, as well as the drilling and training of the personnel, be exploited in precisely the same manner? It can. In all such undertakings the disclosures made should be of such character as to suggest rather than outline in detail the mass of matters complex to the lay mind. Thus is the imagination put to work, and the imagination is a prodigious builder. "Third Alarm" Measures Up to Campaign Book "The Third Alarm," F. B. O., lived up to promise made by the remarkable campaign book prepared by Nat G. Rothstein and discussed in this department some weeks ago in its performance at the Dixon theatre, Dixon, 111., where Louis Kremer, of the F. B. 0. exchange at Chicago, put the press book campaign into application with brilliant results. The Dixon Daily Telegraph gave the picture the first publicity and cooperation accorded a motion picture in 8 years; the Western Union Telegraph Company contributed a tie-up; the mayor and various clubs endorsed the picture; the fire department cooperated to the extent of giving sign space on every fire box, adopting "The Fire Laddy" as the official song at the fire chief's convention then in session and making two exhibition runs. The first run terminated at the theatre, where the firemen rushed to the top of the building by ladder and posted a special banner. The second run led the populace to the river bank, where another demonstration was made. Superintendents of the high buildings in the city gave space for banners, a great number of windows were dedicated to the purposes of the campaign and the picture was shown to the 500 fire chiefs attending the convention at a special screening. To advance the quality of short subjects, as of any other quantity, it is but necessary to buy the best. The cost of the implied encouragement is a good investment as well. Watch Your Saturday (paramount Q>vXuns Evening Po«t For Paramount'i Announcement of the Super 39 THE COLONIAL Just a Few of the Super 39 "When Knighthood Was In Flower" "My American Wife" •The Ne'er Do Well" "Adam's Rib" "The Trail of the Lonesome Pine" "Glympsea of the Moon" "Hollywood" SELECTED PHOTOPLAYS Where Paramount Picture* Prevail THIS IS THE BIG EVENT The management of the Colonial u proud of the fact that Washington Court House is the first dty in the world of it's size to see. "■When Knighthood Was In Flower" ALWAYS GLAD TO SEE YOU Just a few of the Paramount stars who will be presented In their new Paramount Productions at The Colonial: Gloria Swan: on Marioo Dav.es Jacqueline Logan UU Lee Bebe Daniels Nita Naidi Agnes Ayers Thomas Meighan Theodore Roberts Walter Heirs Elliott Dexter Jack Holt Conway Tearle Conrad Nagel Wondrous Music ^paramount Qiclures Wurlitzer Organ Great Stories, Great Books. Great Producers, Great Directors ARCADE See our 1923 Models at our Sales Room We also have BARGAINS USED CARS Johnson-Buick Co. FLOWERS Baking Company Sn7 /Too/ Sen l-ird Bra S^fir OH' HOW GOOD Zt.i~-, i -j-r: ■ -j' -t ■ Have you tried our Knighthood Rower Cakes? Just fine — Visit us. 0. S. TOBIN Tobin's Real 1 Ice Cream Tobin's lce_ Cream and "Ebb Tide" the talk of Court Street BROWN'S BENZOIN CREAM u trceOta pttoaiwrna tor BSSSSBrf itftU. roof b uuti coJd um aatf tttet Large Bottle 25c Brown's Drug Store Whan Ton Build Build Right Wbcs rn &JSJ.UJ— b»»'<d nrt" ■ppba not cwly t» jrovrbcexr i»i ilwio u>} SbMmc \\k«)«»«feo a itraanrc y» *» so *>th the itfca 'tut tiHMbe ■■■■■■■lit; iImi yam ma act ha** to r« tmii to Thca r» tS-JtjM to* ffwt ear* <h* ^Wtisoa ol roof bsnUtac «uie«a>i \cm ifcoaM w* itai jt» (tt tpnirti mtvt-ub — ttM-.iltr* m <fct tomd ito wtlt tustd rhr «i iw*r tod lb* eV— Oar t>s»il»«n TU'criih fc»>c f*c»«*d1 Waskoff toe C H btrSdrri to jan C*jr wit-nafe tare gut* ik* iflsR tfcil Ate Nimll; t«p*rt» Slagle Lumber Ccmpany' SEE THE FIGHT WITH THE OCTOPUS THE COLONIAL Sev(asonsthriUmgstor>ofth« l— «cd Eagacfct South Seas produced with all its | 4 DAYS ONLY 4 tingtig adventure, its colorful Wed. Thur, Fri, Sat love ; cenes— and look at the January 17. IS, 19, 20 marvelous cast. It is not often Deluxe Hasa fVrfersum* «t ODC lies Such B cast assembled * PrVti for **t Me rw tarto4*a ■ one photoplay. OTTIS T. STOOKEY JEWELER 126 N Fayette Street WATCHES CLOCKS JEWELRY Reapo-s all rralt m of watches PALMER'S REDUCED PRICES "~ OB Quality Merchandise for January 233 E. Court Street A Knighthood Flower Smile and a Good Cigar at JIMMIES Any 1-lb bjox of Candy for One Dollar Jimmie Miller PRICE ELECTRIC CO r-teae rtU' C effort Cw tod Mtta Sitmi Electric Wiring and , Contracting a Specialty Electric Estate Toasters American Beauty Iron Premier Electric Cleaner ABC Washing Machine Say h Electrically Bailey's /or Victrolas and Edison Phonographs Vkxm m W >:i; . Piuci tad P'jyrt Pi*ae* Bailey's Music Store THE PARAMOUNT 39 and "When Knighthood Was in Flower" were used by George Rea to produce the first cooperative page in the history of his theatre and to permanently sell the idea to a "hard" newspaper editor. Read his letter. J5he Theatre Visitor By HARRY E. NICHOLS Field Representative, EXHIBITORS HERALD '"PHIS is not a theatre visit, in the usual sense of the word, nor can I illustrate it, even with my reliable snapshooter. This is a blanket reply to the question I hear every day, East, West, South, North, wherever my service car takes me. "You get around a lot," remark exhibitors with striking uniformity, "You ought to know what the people want. Tell us." The simple answer is, "Good pictures," but it isn't as simple as it sounds. Everybody wants to know what kind of pictures, what type of stories, what amount of short subject support and what, if any, added attractions. If, as those who inquire seem to take for granted, a continuous tour of the country covering a period of years is indication of authority, then the fact must be that it doesn't make a great deal of difference what kind of pictures are shown, nor what proportion of the program is short subject nor what added attractions are included, though it is my belief that added attractions are in reality little more than added expense. There is just one point upon which the theatre patrons of the nation agree; and that point is that motion pictures must possess merit. The big successes that I have found among American theatres are what may be termed merit houses. They play the best pictures that can be bought, regardless of type. They are known as good picture theatres. They prosper evenly throughout the years. Such institutions are not touched by fads or momentary favoritisms. They are just what I have called them, good picture theatres, and in the end a good picture theatre is just what every exhibitor wants.