Exhibitors Herald (Mar-Apr 1924)

April 5, 1924 EXHIBITORS HERALD 33 [THE THEATRE [GLs4j7)epartment of Practical Showmanship . , : . . ... .: ' r.. ,, ",, House Organ Progress Is Bright Sign Progress in the development of the theatre house organ is one of the bright signs of the moment. No department of theatre administration has shown such marked advance in the past season. There is great promise in the circumstance. In this issue, for instance, W. J. Van Straat replies to a recent request from George Starkey. published on this page, for assistance in planning a house organ which might be supported by merchant advertisements. Mr. Van Straat's letter and his program are presented in other columns. Harry Paul provides additional data. In this issue also is published Frank H. Burns' suggestion that this department act upon its recently printed offer to provide a series of progressive institutional ads for theatre house organs and the starting date is set. The purpose of this series, which will consist of copy suitable for use in advertisement or text set-up. is to bring into unity the wholesome individual efforts of exhibitor publishers. It is based upon the belief that the combined circulation of the many good house organs published is equal to that of many national magazines and that use of identical editorial copy in all of these will constitute a protheatre campaign national in scope. In the preparation of the copy, advice and suggestion from house organ publishers is invited in order that the points covered by successive units in the series may be those of greatest importance to the greatest number of exhibitors. Watch for the first of the series next week. Albright Gets His Due H. A. Albright, whose advertising and exploitation has been commented upon in this department at intervals over a period of several years, was rewarded by the T., D. & L. circuit for his January record at their Glendale house. "Exploitation and efficiency" is the basis of award, as the check states. It is reproduced upon another page. Stannard Report Is Illustrated Frank L. Stannard, directing the affairs of the Liberty theatre, Long Beach, Cal., reports to "What the Picture Did for Me" this week upon "Her Temporary Husband" and submits to this department photographs detailing the exploitation used and the effects thereof. The (Continued on page 35) Wants House Organ Ads: Series Starts In April 12 Issue THE THEATRE, "Exhibitors Herald." — Let's have that progressive series of institutional ads for our house organs which I see mentioned in your department the week of March 1st. I have been out of the city for several weeks and therefore have not had any material to send you. However, I think I am back to stay now and as soon as I get settled again you can be prepared for the worst. FRANK H. BURNS, Orlando Ent., Inc., Orlando, Fla. XOTE: The series will begin in the April 12 issue and continue indefinitely. Use of same by exhibitors is authorized herewith. — * W. R. W. Successful Exploitation As Practiced A few of the more successful exploitation campaigns which have helped put over recent pictures. "Tea With a Kick" W. T. Murray of the Rialto, Atlanta, Ga., distributed four thousand envelopes with the line "How to Make Tea With a Kick" on the outside. An insert referred the person opening it to a telephone for further particulars. The 'phone given was that of the theatre. "Rosita" The Howard theatre of Atlanta, Ga., inaugurated a Mary Pickford resemblance contest, and by means of a three-cornered tie-up with the local newspapers and a photographer, managed to get some real publicity at a very low figure. "When a Man's a Man" The Palace theatre, Wichita, Kas., effected a tie-up with the papers by calling for articles and everyone's idea of a perfect man. The response was heavy and, (Continued on page 34) Request in Herald Gets Quick Reply W. J. Van Straat, seeing the request of G. C. Starkey, printed in the March 15 issue of the Herald, for ideas on theatre programs, has sent in a copy of the program which he gets out weekly. The program is shown on a subsequent page. Mr. Van Straat's letter and other letters illustrated in this issue follow. THE THEATRE, Exhibitors Herald. — I see that Mr. G. C. Starkey is looking for ideas on programs. Enclosed find a program that I get out every week. I charge 25 cents for each ad. That pays for printing. I change their ad every week if they want it. — W. J. Van Straat. Rex theatre, Salmon, Idaho. Paul Also Sends Program Idea (Mr. Paul, whose letter is illustrated on page four, tells of substituting his program for the daily paper.) THE THEATRE, Exhibitors Herald. — Enclosed find weekly program which I use every week, as I have no daily paper. This program costs me nothing, as merchants of the town pay for ads on same. Please note advance on "Why Worry." — Harry M. P a u l, Dunlap theatre, Clarksville, Ark. Shows Effectiveness Of Window Display (Mr. Frudenfeld gives an interesting illustration of what a good window tieup will do in the way of attracting attention. His letter is illustrated on page two of this department.) THE THEATRE, Exhibitors Herald. — I am attaching herewith a photo that you may be able to use. It is a window display on Mary Pickford in "Rosita," showing her original costume worn in that production. This window was in one of the leading stores in Omaha and attracted considerable attention. In the background you will note the mammoth fan. It is a spread of sixteen feet and made in our own art department. To show what an attractive window pertaining to motion pictures will actually do for a department store, there is an incident connected with this special display that I would like to explain. The Omaha automobile show was in progress during the same week we had this window display and in a store a block away from this one that we had our tie-up