Exhibitors Herald (Dec 1924-Mar 1925)

56 EXHIBITORS HERALD January 3, 1925 Kettering of Jones, Linick and Schaefer in getting “Broken Laws” off on its world premier run at the Orpheum theatre. The campaign was made up of more units than can be detailed in the space at hand, but illustrations provided, plus ensuing paragraphs, convey vital suggestions to showmen who will exhibit the picture. Cooperation of the Illinois Federation of Women’s Clubs resulted in that body appointing a committee to ask the mayor to designate the week of December 14 “Law Observance Week.” The committee addressed letters to 110 civic and welfare organizations requesting their attendance at a mass meeting at Woods theatre. Chief of Police Morgan Collins delivered an address on the picture at the pre-screening and Mrs. George Thomas Palmer, president of the Federation, journeyed to Chicago from her home in Springfield to address the body. The story of the mass meeting was prominently displayed by all the newspapers. Mrs. Palmer followed it up with a radio address. Signs connecting the picture and the theatre with “Law Observance Week” were posted about the city. In addition to the type of ads shown in reproduction, a full page display put up in news story form was used in the HeraldExaminer. This was in the style of the heralds provided by the distributing company. Another stunt arranged for but not yet executed as this is written involves the sentencing of twenty-five offenders by the speeders’ court to see the picture at the Orpheum under police escort. Newspapers have promised to cover this and present it as a feature story. Me Vickers and “Trib” Stage Xmas Parly McVickers theatre and The Chicago Tribune are announcing through daily stories in that newspaper a giant Christmas party to be given for 11,000 kiddies at the Coliseum, Chicago’s largest auditorium, on Tuesday before Christmas. Betty Bronson, star of “Peter Pan,” is announced to preside at what is heralded as the first public exhibition of the picture in the world. Miss Bronson talked from WGN, the newspaper’s radio station, the preceding Saturday, telling about the party. Tickets are being issued to kiddies by the newspaper. A fleet of busses, trucks and street cars are to bring the youngsters to the Coliseum and 11,000 boxes of candy are to be distributed by “the biggest Santa Claus in the world.” A monster tree will be erected and H. Leopold Spitalny, director of the McVickers orchestra, will provide a musical program. One thousand Boy Scouts are to act as ushers. On the Sunday preceding, McVickers presented at noon an extraordinary program of added attractions, given with the complete regular program of the week without additional charge. Allan Dinehart and Claiborne Foster, stars of “Applesauce,” in engagement at the LaSalle theatre, presented a sketch entitled “The Meanest Man in the World.” Betty Bronson made her first public appearance on this <5ccasion. The Dennis Sisters, popular radio singers, Miss Huddie Johnson, pianiste, and Jack Chapman’s widely known radio dance orchestra also participated in the special performance. Crandall Stunts Get Hearty Responses (Illustrated on page 54) Milton D. Crandall, Rowland and Clark theatres, Pittsburgh, is author of a couple of stunts that are adaptable and got big responses, as shown in the illustrations. For “Hot Water” Mr. Crandall used a three-inch ad directed at those who resemble or think they resemble Harold Lloyd. A segment of the crowd that responded is shown. Crossword puzzles were run in the newspaper in connection with “Sundown” and “Captain Blood,” theatre tickets being given those who solved them. Members of the theatre staff are shown checking over the submitted solutions of the “Sundown” puzzle. Pratt Makes House Organ Pay Its Way A. Pratt, Dreamland theatre, Fennville, Mich., adds to box office reports published this week the following comment: “Reading of some exhibitors who get out programs, I will flatter them by saying I have copied and have also got twenty ads from the town merchants to cover the cost of printing.” * * * Mr. Pratt did not send a copy of his paper but we want to see it and so invite him herewith to provide a copy for reproduction. Fisher Gets ‘‘Peter Pan” Early Start (Illustrated on page 52) Eldrid Fisher, Strand theatre, Louisville, writes : “We have already started our campaign on ‘Peter Pan’ by placing posters in vacant store rooms and by obtaining the cooperation of local merchants handling goods bearing the name of Peter Pan. “The Lexington Public Library, for the first time in the memory of the writer, is tying up with a theatre. They are placing in each book withdrawn a locally printed Peter Pan bookmark, and prominently displayed on the desk are two volumes of the Barrie classic placed in a neat cardboard rack with a photograph and the copy : ‘Read James M. Barrie’s “Peter Pan,” then see the Paramount Picture coming to the Strand soon.’ For an oil painting substitute for this same picture we are using one-sheets mounted on Beaver-board, then shellaced, with a frame around each.” * * ♦ One of Mr. Fisher’s “Peter Pan” 'bookmarks is reproduced, as is also his ad for “His Hour,” a recent Strand attraction. (Let’s have all those “Peter Pan” campaigns right away.) Meyer Institutional Ad Is Model One (Illustrated on page 52) Fred S. AIeyer, Palace theatre, Hamilton, O., writes: “The enclosed ad may prove of interest to you. “We also enclose herein ‘Merton of the Movies’ contest as put on with our leading newspaper here in town. We certainly received a lot of nice free space and, whether the picture goes over or not, it proves that even hard boiled newspaper editors can be sold an idea once in a while.” * * The ad, an institutional one which anybody can revise to suit their own case by changing the name of theatre and city, is reproduced as a model. The “Merton” contest was based upon the “screen aspirations” angle and garnered droves of publicity. (Why not write us a lot of those ads some time?) Lewis Host at Holiday Party (Illustrated on page 52) Clife Lewis, Strand theatre, Syracuse, N. Y., writes : “From previous letters you no doubt have noticed that the one thing beyond all else we are after in this theatre is Good Will— and that in capital letters. “How much good will do you think we will receive (if it is within human power to measure this asset) for the Christmas showing which you can read all about in the enclosed papers? Take time and read it over, and then tell me your answer. “You will note from the third tear sheet that this newspaper don’t think much of us now. The picture of the ushers didn’t cost us a single yen.” 3*: * * The picture of the ushers is reproduced as clipped from the paper. There was somuch about the Christmas party that it was impossible to make representative reproduction in the space available, so we didn’t reproduce any of it. Our answer to the question is that if good will could be measured this stunt would run into bushels by bulk or miles by lineal gauge or the maximum unit by whatever standard might be chosen. Creamer Has Colorful “Beaucaire” Lobby (Illustrated on page 54) John W. Creamer, Strand-Empire theatres, Chillicothe, Mo., writes : “Here is the promised photo on Paramount’s ‘Alonsieur Beaucaire.’ “In one end of our lobby we have a large alcove under a stairway, and it was here that I built this display. The background was simply a large dark red drape fixed in cyke form. An eight foot piece of wallboard sawed through the center lengthwise made the top and bottom parts of the display, while lattice work painted with white enamel was used for the sides, and these also were used to carry the eleven by fourteens. “The coloring of the top of the display was a yellow field with blue curtains, while the bottom had a light blue background with railing effect painted in brown, with a one-sheet cutout of Valentino nailed on. On looking close you may notice that this cutout is out of proportion to the rest of the display, but this was the only paper suited to a cutout to work in his display, and on the whole this went over very good. “Back of the wallboard at the bottom were concealed strip lights of red. I used this display for two weeks in advance, and it attracted much attention from our patrons. “Trusting this will be of interest to our department and with best regards to the Herald — * * * The photograph, which is reproduced, assumes color when viewed while reading Mr. Creamer’s explicit description. (The same to you.) Spencer Tells Fourth Anniversary Campaign (Illustrated on pages 51-52-54) Perry Spencer, Howard theatre, Atlanta, . writes : “The week of December 8 Howard Price Kingsmore celebrated the Howard theatre fourth anniversary. All advertising carried^ the fourth anniversary celebration decorations. For the gala event ‘North of 36,’ an Emerson Hough Paramount production, was offered, meeting with great success{Continued on page 62)