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56
EXHIBITORS HERALD
March 7, 1925
SHORT SUBJECTS
MOVIES FOR TODAY AND THE COMING WEEK
Take a Good Look at It
Take a good look at the advertisement for Pathe’s “Idaho” reproduced in the next two columns. It’s a sight for sore eyes.
These things do happen. It is a long time between them. (Try to .remember the last one.) But they do happen and each time they mean something.
It wasn’t enough to reproduce the “Idaho” ad alone. The whole amusement section of the paper had to be reproduced to show just how big the serial ad really was.
The Missouri theatre, St. Louis, was a pioneer in short subject advertising. It always gives short subjects a good break, a better break than they often get, but this is exceptional even for the Missouri.
Take a good look at it, for it may be a long time before you see another like it.
Shimon Policy Consistent
Louis C. Shimon is consistent in his use of original posters advertising short subjects exhibited at the Milwaukee theatre, Milwaukee. A poster done for “Our Gang” was reproduced in a recent issue and this week a second poster on Mr. Shimon’s letter.
Mr. Shimon recently stated that exploitation of short subjects was just about as effective as any means he knows of getting patrons, young and old, into the habit of coming to a certain theatre. His points were well established, but his consistency is additional proof of them.
They Must Be Funny
Comedies must be funny. Clever isn’t enough. Nor novel. Even different. They must be funny, must make people laugh, or they don’t get by.
Read exhibitors’ reports under
“Short Subjects” any week and you can’t miss that point. When the audience laughs, the comedy’s good, and when it doesn’t laugh the comedy’s bad. That’s all there is to it. Exhibitors buy comedies to make audiences laugh and for no other purpose. They must be funny.
Storin His Own Editor
Harry F. Storin, Leroy theatre, Pawtucket, R. I., is his own newspicture editor when occasion demands. News that Floyd Collins had been found dead reached Pawtucket too late for the evening papers. Storin was running the International News showing rescurers at work. He made up a slide
telling of the finding, slipped it in just ahead of the cave scenes in the weekly and “beat” Pawtucket papers to the story.
It wasn’t a very complex operation, and perhaps no great return will come to Storin or the Leroy, but it was the thing to do! If everybody did the thing to do, newspictures would mean a lot more to theatregoers and, naturally, to the box office.
"ABRAHAM LINCOLN”
Chicago — Roosevelt — Kiwanis Club sponsors Boy Scout pilgrimage to tomb and home of Lincoln at Springfield. National as well as local publicity results. (By Ben Serkowich.)
* * *
"THE SNOB”
Akron — Allen — Banners on back of all busses. Man in opera hat on street carrying sign. Special lobby display. (By C. C. Deardourff.)