Exhibitors Herald (Dec 1923 - Mar 1924)

March 8, 1924 EXHIBITORS HERALD 41 THE THEATRE Q^AjT)tpartmtnt of Practical Showmanship The News of The Week in The Theatre "How the Movie News Man Gets Pictures of World Events" is the title of an illustrated four-page story by Stu2u-t Mackenzie in the Janueiry issue of "The American Magazine," presented in the form of an interview with Emanuel Cohen, editor of Pathe News. Although Pathe Xews is preponderantly prominent in the story, the other newspictures are mentioned and named, Mr. Cohen's seniority of service being offered as explanation. .Altogether, the story is a splendid "ad'' for the newspicture institution. RADIO STUNT DRAWS As promised, be it chronicled that Ed Olmsted's radio exploitation for "Pied Piper Malone," described in this column last week, did, as anticipated, attract to McVickers portals an abundantly numerous clientele. The eyes of this column report the stunt an eagle. Another stunt was liberated on Wednesday night, when, after the fourth number of the semi-weekly McVickersKYW organ recital, '"Mac" announced that the theme song played for "Pied Piper Malone" would be given in response to a telephone request. Radio exploitation is getting on, especially Mr. Olmsted's. More about it, at intervals, iiere. NEW ONES REPORTED Undoubtedly you're planning campaigns for some of the new pictures reported this week in "What the Picture Did For Me" and what others who have played say about thein will be of interest to you. Among the new ones reported are: "Daddies." "Foolish Parents," "The Hoosier Schoolmaster," "H o o d m a n Blind," "Jack O' Clubs." "Ladies to Board." "The Love Bandit," "The Man from Wyoming," "Name the Man, "Not a Drum Was Heard," "The Old Fool," "Puritan Passions," "You Can't Get .Vway \\'ith It" and others. CRITICIZES THEATRES Although written speciticallv to exhibitors who report to "What the Picture Did For Me," Mr. Hugo Ballin's contribution to this issue, "What the Exhibitors Did to Me." a voluntary composition, will interest likewise those of you who devote time and money to the business of makmg the theatre a fit housing for the silent drama. Report Department Provides Showman's Key to Box Office THIS department, through the cooperation of its growing circle of contributors, provides a practical and useful key to the business of exploitation and advertising. It is most useful when used in connection with "What the Picture Did For Me," the report department providing the showman's key to the box office in up-to-the-minute reports on pictures. This week, for instance, that department presents reports on: Daddies Foolish Parents HoosiER Schoolmaster, The HooDMAN Blind Jack O' Clubs Ladies to Board Love Bandit Man From Wyoming, The Name the Man Not a Drum Was He.\rd Old Fool. The Puritan Passions You Can't Get Away With It All this is possible only as a result of the cooperative spirit which exists throughout the present day exhibitor body, a spirit which indubitably ranks 'with its most essential possessions. RYAN TRIES RADIO Charles H. Ryan, whose matinee plan was a feature of last week's issue, announces a "Radio Night With Radio Stars" for the Milford, Chicago, on the evening of February 28th. Harry Davis will sing "Nine o'CIock Sal," Radio Ray Noble will follow with "I Called You Sunshine." Tommy Green is billed next, to sing "A Picture I painted of You" and Walter Wilson, bedtime story teller, will add "Dream Daddy." There will be two other numbers and the radio stars will perform twice during the evening. This theatre presentation of radio talent is one of the things to be expected. The motion picture theatres might as well get the advantage of it as the vaudeville houses. If radio has cut into the receipts, this seems the best available means of getting back some of that money. Somebody's going to get it. Forwarding The Letters Of the Week (If you read the letters in this column you do so because they help you. It is possible to forward them in this manner only because those who write them possess the will to help. Because they do possess that will, and because their letters do help you — but the point is obvious.) Weld Talks to His Public (Mr. Weld's excellent advertisement is reproduced on the fifth page of this department.) THE THE.\TRE, Exhibitors Herald. — I am enclosing an ad in which I challenge the advocates of "cleaner pictures" to indicate their desires at the bo.x office. I believe those who squawk the loudest do not attend picture shows. — .Arthur E.Weld, Strand theatre, \\"aterloo, la. Meyer Trademarks Anniversary Copy (Mr. Meyer's trademarked anniversary ad copy is reproduced on the fourth page of this department, his style show window display upon the sixth.) THE THE.\TRE. E.XHiBiTOES Her.\ld. — Under separate cover we are forwarding you some newspaper clippings of ads and exploitation used during our Fourth .Anniversarycelebration. I am also forwarding you photograph of display used as an exploitation stunt with "Potash and Perlmutter." .As the style show appeared in the film, we cut into the picture and put on a miniature style show with four models and singer ?n our stage. The whole stunt lasted about si.x minutes and not only materially helped "Potash and Perlmutter" but brought us a great many favorable comments. — F. S. Mever. Palace theatre, Hamilton, O. George Rea Freezes Us (Mr. Rea's subzero photograph is reproduced on the sixth page of this department. Br-r-r-rrr!) THE THE.\TRE. Exhibitors Her.\lp. — Here are a few samples of ads used for Glorious Gloria's "The Humming Bird." .Am enclosing a "bird" of a window, a regular "hummer," and if it doesn't knock you Arthur E. Weld — R. B. Jones — George Rea — Arthur Swanke — Fred S. Meyer M. J. Clelland—J. W. Creamer— L. E. Gray—C. R. Miller— I. Stevens