Exhibitors Herald (Dec 1923 - Mar 1924)

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42 EXHIBITORS HERALD March 8, 1924 LETTERS TO "THE THEATRE" ■cold it can't be did.— George Rea, Colonial theatre, Washington C. H.. 0. Swanke Display Worth Saving (Mr. Swanke's display is reproduced upon the sixth page of this department.) THE THEATRE, Exhibitors Herald. — Enclosed find photo of my lobby display for "Enemies of Women," constructed so as to be used on any picture where a castle will suggest something in keeping with what's going on on the inside. This, as we all know, is a mighty fine picture and held up to fairly good business four days. Center piece seen in the entrance is an advance piece on Paramount's coming attractions. — Arthur Swanke, Mission theatre, El Dorado. .Ark. Jones Ads Reflect Theatre Prestige (Mr. Jones' ads» reflecting the prestige widely accorded the Howard theatre, are reproduced on the fourth page of this department.) THE THEATRE. Exhibitors Herald. — Am enclosing several copies and proofs of ads used by the Howard theatre covering a period of several weeks. Hope yon can find something in them worth while — Raymond B. Jones, Howard theatre, Atlanta, Ga. Creamer Betters Best Posters (Mr. Creamer's photographs are reproduced upon the sixth page of this department.) THE THEATRE. Exhibitors Herald. — Just finished my latest lobby piece, it being for Paramount's "Bluebeard's Eighth Wife." For this I used the idea of showing Bluebeard on the outside of a French window. The piece was composed of a window 27 in. X 67 in. built of three-quarter inch stuff. The side wings are supposed to be shutters and I made these in order tc carry selling talk. The six window panes are made by using white tissue paper pasted on from the back, the two center panes carrying the title and playing dates. At the foot of th^. window I arranged a one-slieet cutout. To get the Bluebeard effect I drew on newsprint stock, a large outline of a bearded man with a knife in his hand. This I cut Trademarked Copy Shown Valuable in Page of Reprints ON ANOTHER page various illustrations of letters published this week combine with a reproduction of the veteran of all individual picture trade marks to produce an unanswerable optical argument for the development of the trade mark in motion picture advertising copy. On that page are presented the Fourth Anniversary trademarks used by Fred S. Meyer, the Howard theatre trademark used by Raymond B. Jones, and the venerable circle that has heralded '*The Birth of a Nation" in all its countless exhibitions. An advertiser need no more than scan this page to obtain a fresh and accurate appraisal of the trademark as a fixture of motion picture advertising. out and pasted onto the back of the tissue paper windows. The complete piece I placed close to the wall in our lobby, concealing a green globe, on a flasher, at the top of the window in the back. When the lamp lights vou can see the silhouette of the man at the window, then, when the lamp is off, the figure is completely hidden. The figure cannot be made of beaverbcard and set back from the panes, but should be pasted directly onto the tissue paper, or else the figure will not have sharp outlines. The second photo shows a one-sheet display I used. Every once in a whole Paramount puts out a real one-sheet, and this one of Gloria was a beauty. — John W. CRF-A^rER. Strand-Empire, theatres, Chillicothe, Mo Stevens' Programs Create Demand (Pages 2 and 3 of Mr. Stevens' program are reproduced on the fifth page of this department.) THE THEATRE. Exhibitors Hf!;ald. — The enclosed program has been a great success. We get out one every month and the people come and ask for them. Give your patrons a little extra once in a while and don't raise your admission. I put on The Four Princes Royal Hawaiins for three days, did not advance price, and doubled the business every night. Get out extra bills and extra advertising. It will help you. The trouble is that when most every theatre puts on something extra they want to raise admissions. That is all wrong and will not create good feeling among patrons. — Ira Stevens, Whynot theatre. Greenfield, Ind. Miller Details "Fox Week" (Mr. Miller's letter is the promised follow-up on his initial Fox Week letter printed three weeks ago.) THE THEATRE, Exhibitors Heralp. — Now that the Fox Anniversary week is over, I will tell you just what my novelty ad on "The Village Blacksmith Preferred Honor First to a Snowdrift" that I mailed to you advertising these attractions did for me. It worked like a good tonic, because I had four good drawing cards and the people appreciated them, and my weekly attendance was almost as good as that of Christmas Week. Show business is fine in this country since the holidays and we are able to secure a little cash over our expenses, and it makes us feel good to know that we are in a better position to get what our audiences appreciate now than ever before in the history of motion pictures, at prices that ;-re within reach of every exhibitor, in other words, at live and let live prices. "The Village Blacksmith" was a wonderful drawing card which possessed some of the greatest appealing situations that I have ever seen. Have been told by fans that it was the greatest picture ever shown in this theatre and far superior to "The Old Nest" and "The Old Homestead." and that is saying a lot, for we have all seen both. "Boston Blackie" is the type of picture that suits all classes and William Russell and Eva Novak do exceptionally good work in it. while the supporting cast is fine. "Honor First," with John Gilbert, is great. The dual role which he plays makes this French story one of those mystifying pictures that keeps all guessing as to the outcome. "Snowdrift,' ' with Buck Jones, Irene Rich and Miss Manners, who do justice to the parts they portray, is one of those Northland pictures that has wonderful advertising paper and draws like a mustard DRAMA. Three scenes from Warner Brothers feature, "Beau Brummel." John Barrymore, Carmel Myers and Mary Astor are the principal players in this classic.