Exhibitors Herald (Dec 1924-Mar 1925)

44 EXHIBITORS HERALD February 21, 1925 JOHN W. CREAMER, StrandEmpire theatres, Chillicothe, Mo., writes this week of his campaign for “The Sea Hawk,” First National, illustrating his letter with the photographs reproduced herewith. Above is shown a close-up of the sign displayed beneath the marquee. LEFT : Combination display board built by Mr. Creamer for use in his “Sea Hawk” campaign. BELOW: Photo of interior showing how space above screen was utilized in advance exploitation of “The Sea Hawk.” (Letter gives full details of construction and execution.) I have never heard of a stunt of this type being used before and it sure is the goods, and any exhibitor who has the space above his screen to use it should give it a tryout. If it is impossible to get a single lamp over the letters, try using a spotlight with a mask over the lens, with an opening just large enough to cover the letters. A color wheel will give it another touch of distinction. We certainly had everybody in town talking about “The Sea Hawk,” and with a DeMolay benefit for opposition, and with the Kiwanis Quartette added to bolster it up, we played to very fine business, and I might add we played this wonderful production at 25 cents increased admission. Three pictures illustrating Mr. Creamer’s description of his “Sea Hawk” campaign are reproduced herewith. Makes Photoplay to Exploit **Golden Bed*^ M. ROSENTHAL, Majestic theatre, Bridgeport, Coim., writes: I am enclosing clippings and photo of stunt created for “The Golden Bed.” It is a local moving picture affair in which we actually made a two-reel picture with local talent and showed it on our screen the following week. A complete story was filmed and the stage set was a replica of a studio with regulation lights, using a Pathe and Aikley camera to shoot the scenes. No shots of the audience were taken as the making of the picture was a legitimate effort, devoting about fifteen minutes at each show for shooting scenes. The result was a surprise to the natives, who expected to see another comedy with the talent looking foolish. The still I am enclosing will show you how the scenes were actually made. The photo enclosed by Mr. Rosenthal is reproduced on another page. Don’t miss it! Burns Busy But Not T oo Busy FRANK H. BURNS, Orlando Enterprises, Inc., Orlando, Fla., writes: Here’s an old one but maybe some of the boys have never used it. Could supply half a dozen more of a like nature if desired. Haven’t time now to send much stuff. We are fighting to get open on Sunday and if we don’t make the grade right now we will later, as only a small church minority is against us. Meanwhile, grabbed three big front windows in biggest department store for “Peter Pan,” also interior store tie-up and space in their ads. Also two windows in other big department stores. More later. The “old one” is reproduced in this issue and the other half a dozen are solicited. The old ones, whatever you happen to be talking about, usually are the best. Makes Permanent Thompson Lobby M. T. CRAIG, Majestic theatre, Dresden, Ont., Canada, writes: As I have started the Fred Thomson features, thought I could pass along the stunt I will use on all his features. My first picture was “The Silent Stranger,” but looking over the press sheet on “Mask of Lopez” I noticed an excellent one-sheet showing Fred on Silver King, who was standing on his hind legs.