Exhibitors Herald (Dec 1924-Mar 1925)

36 EXHIBITORS HERALD January 31, 1925 A NEW COPPOCK PRESENTATION Script Runs in Herald’s New Section Albert B. Coppock’s fourth presentation, a St. VcJentine’s Day number, is presented this week in the “Better Theatres” section of the “Herald,” published this week for the first time under separate cover. Like the three preceding Coppock Presentations, published in this department, the current production can be staged by exhibitors direct from the printed page. Mr. Coppock’s series, the first of its kind ever offered by any publication, has attracted industry-wide interest. His treatment of the attendance frequency question, as well as the overseating problem, has been the subject of protracted conferences in the larger theatre organizations and throughout the trade. Stage producers have given utmost attention to the product of Mr. Coppock’s brush and pen. Many have availed themslves of his suggestions, his scenic designs and his scenarios, but prime interest has centered about the Coppock Scale of Emotions, by use of which it is not only possible but comparatively a simple matter to rid successive presentations of the monotonous effect which results in nullifyin"' the program value of the staged production. Many letters of endorsement have been received in connection with the Coppock series but perhaps the most significant of these is the one from J. W. Bettersworth, Istrione theatre, Jackson, Miss., who makes the Coppock series the subject of his first serious letter to this department. Mr. Bettersworth writes : “Some time ago, in the ‘Herald’ 1 noticed several very original ideas for theatre presentation by Mr. Albert Bernard Coppock. 1 do not hesitate to say that his work is of rare quality and that it ranks with the best I have seen. 1 have seen many of them. “In every industry there is a certain element that strives to break out of the shell of commonplace endeavors in search of achievements that will set a standard for the men who try to deliver the best. “Mr. Coppock has not only accomplished this but has opened a comparatively new field and has taken the lead by virtue of his craftsmanship and originality. For my own use his designs are of a much larger scale than I could possibly use, but 1 have found that they can be presented in a modified forrti with very pleasing results. “Mr. Coppock is to be congratulated on his priceless service to the exhibitor and it is a pleasure that this, my first serious letter to your department is dedicated with hearty congratulations to the fellow tradesman who has so unselfishly lent his talent to the upbuilding of the show business.’’ Mr. Coppock’s first three presentations were entitled, “The Spirit of the Lantern, “The Prisoner of Ginger Bread Town,’’ a holiday production, and “The Radio of Tomorrow.” HAT’S Being Done for the Pictures "SO BIG" San Antonio — Palace — Don Felice, musical director, composes original score for the picture and breaks into the newspapers with well illustrated story telling how he viewed the picture three times, etc., in preparing same. jK * * "WINE" Albany — Albany — Saloon tables, bottles, glasses, etc., placed in lobby with placard reading “Souvenirs of the Twelve Mile Limit Cafe that can be seen in the sensational picture playing this week at this theatre.” * * * "PETER PAN" Altoona — Capitol — Buttons supplied by Paramount linked with specially printed cards in formation of Peter Pan club. Bill Robson, exploiteer, expands idea throughout territory. * * * "THE SILENT ACCUSER" Long Beach, Cal. — Egyptian — H. D. McBride, exploiteer, distributes 1,000 balloons to children, each balloon bearing ad copy for picture and theatre. ^ ^ ^ “ABRAHAM LINCOLN" Ann Arbor — Arcade — Bank cooperates in supplying 3,000 Lincoln pennies which are attached to printed cards distributed advertising picture and bearing quotation, “That some are born rich, shows that others may become rich.” * * * "THE PHANTOM OF THE OPERA" New York — Universal erects on Broadway drawing 90 feet wide by 60 feet high representing half page of newspaper containing story about picture and predicting results of its exhibition. * * * “JANICE MEREDITH" Barberton, O. — Park — C. C. Deardourff, exploiteer, arranges with public library to install set of stills in connection with book display. * * * "THE SEA HAWK" Florence, S. C. — Opera House — Old seaman resident carves miniature boat in reproduction of ships used in picture and same is installed as novelty lobby display. * * * “THE FAST WORKER" Los Angeles — Grauman’s Rialto — Roland McCurdy, exploiteer, cooperates with Underwood Typewriter Agency in “Fast Worker Contest,” same being held in the agency’s store, advertising and publicity tying to picture. * * * "HUSBANDS AND LOVERS" Corpus Christi, Tex. — Amusu — Picture opens in cold weather with sign reading, “Come In. The Picture Is a Warm One and So Is the House.” * * * "MARRIED FLIRTS" Omaha — Sun — Attractive girl richly gowned, driven around town in PierceArrow limousine, flirting with pedestrians, followed by radio truck aboard which Buddy Hooton, exploiteer, does his stuff, gives radio concerts, announces showing, etc. House Organ Star Contest Yields Data Data relative to star popularity, theatre interest and house organ effectiveness may be obtciined readily by use of a stellar popularity contest. E. E. Meredith, House Orgzm Elxchange member and publisher of “The Movie News,” representing the Virginia theatre, Fairmont, W. Va., has accomplished these resHts with a contest now running into its sixth month. Mr. Meredith planned his contest on a basis of getting the utmost in useful information from the results. The response to the undertaking is of a character reflecting great credit upon the publisher and his work. Ballots were invited in either postcard or letter form and in more than 1,000 responses not a postcard was used. Ballots could be mailed in or left at the box office and only 28 were submitted in the latter manner. Voters were given privilege of changing their ballots while the contest is in progress and 200 have availed themselves of this provision. Voters were asked to indicate their hve favorite male stars and their five feminine favorites, standings being published in each issue of the paper. After considerable fluctuation, the contestants stood as follows on January 10 Harold Lloyd ’ qqo Milton Sills 940 Colleen Moore Gloria Swanson ^ 865 -Mary Pickford 864 Norma Talmadge 3^2 Thomas Meighan 860 Betty Compson 839 Pola Negri Rudolph Valentino «..827 Corinne GrifHth 816 Conrad Nagel 805 Conway Tearle 714 Monte Blue 732 Richard Barthelmess .689 Charles Chaplin 658 Barbara LaMarr 594 Ramon Novarro 587 Bebe Daniels 520 Florence Vidor 477 Lois Wilson ..476 J. Warren Kerrigan 471 Theodore Roberts 466 Jackie Coogan .* 380 Rod RaRoeque 379 Douglas MacLean 355 Tom Mix 346 Lillian Gish 332 Alice Terry 307 Wm. S. Hart 305 Elaine Hammerstein 301 Stars’ names are not entered in the Meredith paper until more than 300 votes have beefi received for them. “The contest will be continued,” Mr. Meredith states, “until we are convinced that all who wish to cast votes have done so.” House Organ Circle Accomplishes Aim Few organizations function so well as the House Organ Exchange. Introduced with a view to concentrating exhibitor attention upon the theatre publication proposition, it has not only raised the general standard of theatre papers through comparison and adaptation but has inspired many showmen to begin publication. In all cases results have been gratifying.