Exhibitors Herald (Dec 1924-Mar 1925)

January 10, 1925 EXHIBITORS HERALD 41 CARL F. MOCK’S miniature stage, used in the lobby of the 56th Street theatre, Philadelphia, for "America.” (See letter on this page.) CARL F. MOCK’S lobby piece for “America,” United Artists, discussed in his letter. Mock Mixes Good News With Bad ( Illustrated on Page 41 ) Carl F. Mock, 56th Street Theatre, Philadelphia, writes: “I am enclosing herewith two photos showing two particular ‘high lights’ in our campaign to put over ‘America.’ ‘“The first is an enlarged copy of a letter written by the Mayor of Philadelphia to D. W. Griffith (furnished to us by United Artists) and reproduced the size of a three-sheet. This proved to be a most exceptional piece of exploitation and created considerable interest. “The second is a reproduction of the miniature stage used in our lobby, showing Paul Revere’s ride. This display the writer used and exhibited in co-operation with the Bell Telephone of Pennsylvania, and realizing what this organization means in the way of ‘big business,’ I am particularly proud about getting this tie-up. The stage was nine feet wide and five feet high, and as perfect an example of stage craft and scene painters’ art as I have ever had the pleasure of seeing. It was extremely well lighted and the signal light from the church steeple flashed on and off. “Keep up the good work of ‘The Theatre’ department, for although I am going back to the distribution end shortly, I have a keen appreciation of what this department should mean to the average exhibitor.’’ * * * The “America” photos are reproduced, but the last paragraph of Mr. Mock’s letter is bad news. We need the help of showmen like him to “keep up the good work” he mentions. Think we’ll have to anange a system for fining contributors who break away from the theatre branch for other branches of the industry. Meantime— exhibition’s loss is distribution’s gain. Burns Models Souvenir Program After Payne* s (Illustrated on Page 34) Frank H. Burns, Orlando Enterprises, Inc., Orlando, Fla., writes : “I am enclosing a small Anniversary Week booklet which I got out here for our third birthday recently. “I desire to say that the idea for this magazine and some of the copy was taken from a similar anniversary booklet issued by Earle Hall Payne of the Kentucky Theatre, Lexington, and therefor do not claim that all the credit for this little affair should be mine. I must say that Mr. Payne had such a nice issue that I decided to follow his example, with the enclosed results. “Started advertising Anniversary Week well in advance with slides and advance copy in my weekly house organ. Gradually built up to a climax with small newspaper ads and quite a few special stories in the newspapers about the theatre and the fact that we were three years old. “Happened to have ‘North of 36’ booked for our feature, so advertised it heavily and then added quite a variety of added attractions, as listed in the booklet. A prologue, ‘The Dance of the Birthday Cake,’ included a stage setting of huge cakes with a little dancer who emerged from one of them and executed several numbers. A seven-piece orchestra, plus our organ, combined to render the overture and then later I used the orchestra in a special offering from the stage. The organ novelty was a composite of song slides by the organist, sung by a well known quartet, who later came on the stage and did several additional numbers. “In spite of the fact that it was but two weeks before Christmas, business was materially increased and proved a wonderful way to attract extra business at a time when most people are too busy shopping to bother about entertainment. “Happened to be passing one of the large department stores here one day and noticed that one of their best windows had a small display for Baby Peggy articles. A few minutes’ interview with the advertising man and the work was done. He said he had intended to take the display out after two days — but — if I had a Baby Peggy picture coming that was different. “I gave him some photos on 'Captain January’ and fixed him up a card about the picture coming to the theatre. He enlarged the display to fill the whole window, gave my advertising prominence, and then saw that the newspaper ads for the store carried notices about the show two days in succession. He also got a reader in the papers about the window display and many people came to see it, as he really arranged a neat and attractive display after I saw him and left the display in for a week. “MORALE — Even though the store beats you to it — see them anyway — and probably they’ll make it over for you — even better than it was before.” * ♦ * Six pages of Mr. Payne’s Anniversary Souvenir Program are reproduced. The cover, like Mr. Payne’s, after which it is closely modeled, could not be reproduced because of the color scheme. This is co-operation with a zest. Readers will recall Mr. Payne’s letter inviting requests for the 200 extra copies of his program which he had run off for purposes of exchange. Mr. Burns’ experience shows the practical value of such co-operation. Coming from a man who repeatedly has shown like willingness to co-operate with other showmen, it makes a just about perfect story. Olson to Make Puzzles Pay H. G. Olson, Orpheum Theatre, Proctor, Minn., writes: “I recently tried out the cross-word puzzle stunt in connection with my regular program and in the few days that it has been out the results are startling. It seems that everybody from baby to grandma are cross-word fans. “The next time I use this I am going to work in the names of two or three merchants and have them pay the printing bill. “I will be glad to have you pass this along if you see fit to do so.” * * * Woe is us. We are convinced that Mr. Olson sent a copy of his program but diligent search fails to unearth it. (May we blame the holiday mail crush?) At any rate, his plan of meeting the expenses involved is obviously an effective one and we hasten to pass it along. (May we have another copy of the program for reproduction?) EAD "What Showmen Are Doing" this week and try not to get an idea out of it. You can’t help but proGt by it. And that’s reason enough why you should write to the column next week. * * * TVfINETEEN TWENTY-FIVE is a 1 y Theatre year.”