Exhibitors Herald (Dec 1922 - Mar 1923)

52 E X H IB TTO.RS J I E R ALD February 3 1923 SHORT SUBJECTS CUTOUTS AND STILLS from "The Educator", Educational comedy, were used in the above manner by the Strand, Seattle, one of the scattered theatres where short subjects get their due. Wagner Letter Gives Views On Short Subjects; Argues For Thorough Exploitation C. F. Wagner, Bugg theatre, Chicago, advertises short subjects for what they are worth. His policy is one of thorough-going exploitation. In the following letter to "J. R. M." inspired by a note in the January issue of the "Herald" he outlines his method and gives sterling reasons therefor. He leaves no room for argument as to the soundness of his policy. "J. R. M.," Exhibitors Hkrald. Dear Sir: In your paper of the 27th I noticed a very neat little write-up in regard to "Rags to Riches" and "Mud and Sand." Here is the dope, right from the shoulder, and you can publish it if you wish. Most theatres have a four-line attraction board the same as I have, but instead of using all the space possible they seem to try to use as little as possible. Of course, most managers of theatres do not change their own attraction boards as I do. but I want the public passing my theatre to know just as much as I can tell them in electric lights. It doesn't cost any more to fill your board up with -letters that tell a story to the public than it does to fill up with spaces. It's just a matter of a little more work, and that is one thing that never bothers me, just as long as the public keeps coming. When it comes to telling the people what I have let me ask you this: How many theatres advertise on their boards when they have a '.ate news? I do, and our good friend Chick Kepler of Pathe can verify my statement. That attraction board is always as full of good news for the public as it will hold in letters. C. F. Wagner. Bugg theatre, Chicago. 111. "Fun From the Press" Regular Missouri Copy "Fun From the Press," Hodkinson's reel of humor from the Literary Digest, is a permanent feature of sign copy at the Missouri theatre. St. Louis. A photograph reproduced herewith shows the manner of billing. The Missouri is numbered among the nation's representative theatres in all modern lists. Its programs are comprehensive and high class, including staged features in themselves worthy of electric sign notation, as well as the big feature pictures of the day and an orchestra of numbers and accomplishments. The example of the Missouri is a meaningful one. a convincing testimonial to the profit in short subject exploitation. E ALL COMEDY BH.L jKfljfEL'IX THE CAT JnppfiN^FROM PRESS lk'-'SWIt|.|NUS BANDS 'FUN FROM THE PRESS," Hodkinson, is regularly advertised in lights by the Missouri theatre, St. Louis. "Educator" Is Seattle Strand Lobby Feature Lobby exploitation by stil! and cutout was accorded "The Educator," Educational Hamilton comedy featuring Lloyd Hamilton, by the Strand theatre. Seattle. In a close-up of the front received the short subject advertising all but obscures thf feature picture representation. \'ot many showmen go to the expense of making or buying' cutouts for short subjects. Xot many exhibitors make use of the stills supplied with the product. Practically none do both. The Strand is the exception explaining the "practically." The reproduction of the photograph is adequate description of the display. It sets up a high standard of short subject exploitation for other showmen to rival. First National Offers Mats on Short Subjects The First National press sheet for "The Balloonatic." Buster Keaton comedy, includes mats for newspaper advertising that reduce the matter of properly exploiting the attraction to utmost simplicity. Single and double column advertisements suitable for use in any newspaper are provided, as well as general