Exhibitors Herald (Dec 1924-Mar 1925)

March 14, 1925 EXHIBITORS HERALD 41 fTHE THEATRE of Practical Showmanship SELLS ‘‘THE STREET OF GOOD CHEER’^ Copy Service For Exhibitor House Organs House organ or newspaper publication rights to this copy is granted exhibitors by the “Herald” herewith. WHAT SEATS ARE BEST? HEN you go to the theatre, where do you like to sit? Where, is the best seat, anyhow? In a legitimate house men prefer aisle seats, so they can go out during the intermission. But in a motion picture theatre it is different. The wise picture-goer gets to the theatre early and gets a seat, not on the aisle but in the center of the row. Why? Because when one sits in the middle of the row the late-comers do not disturb. There is no getting up to allow others to pass. There is no breaking of interest in the screen production. There is another belief that is being exploded also. Many people believe that the seats down front are not good. On the contrary, they are just as good as any other seat. In the old days of the “flickering tintypes” there was distortion of the picture when one sat in front or on the side. With the progress of motion picture projection, distortion has been conquered. The seats in front are far enough away from the screen that there is no eye strain. In this theatre the picture is especially brilliant and clear. Experts have declared that the projection in the T. & D. is the finest in the country. We don’t “race” the picture. It is always run at the speed intended by the producer. That is why we get such excellent results. (Above copy by Clem Pope, T & D theatre, Oakland, Cal.) OUR TRUE INTENT ILJ UNDREDS of thousands of dollars -*• have been expended in the erection of the Modjeska theatre with the determination of raising an edifice that would be the coziest and most beautiful in the State; no expense was spared to insure the degree of awe-inspiring perfection in architectural beauty and magnificence in interior decoration and luxurious comfort. In the keen realization that your comfort and pleasure is our success, the management of the Modjeska theatre has undertaken to embark upon a type of entertainment which measures up to the high standard that it has set for itself. The appellation “Temple of Motion {Concluded on page 43) 44 Business Men Buy Into Frank Space Martin J. Quigley’s “The Street of Good Cheer,” published in the Holiday Number of the HERALD , was featured by Alexander Frank in a six-page newspaper supplement marking the fifth anniversary of his Strand and Plaza theaatres, Waterloo, la. Forty-four Waterloo business men bought into the Frank section, identifying themselves as coresidents of “The Street.” Exhibitors were granted authority to use “The Street of Good Cheer” in any suitable manner for their own purposes and many instances of its reproduction in theatre publications and elsewhere have been reported in these pages, but Mr. Frank is the first to capitalize it in this fashion. Among the 44 advertisers sharing the space with Mr. Frank are included the leading business men of Waterloo. Aligning themselves thus definitely with the theatres, and paying well for the privilege of doing so, they utter eloquent tribute to the showman’s record in the community, a record unmistakably reflected in his consistent contributions to the HERALD. The first of the six pages making up the Frank supplement is reproduced herewith. I fifth ANNIVERSARY tmm |.| Xff \% 3 IVe Take Pleasure Endeavor and Service 1 in Extending BOOST Our Congratulations To Mr. Alexander Frank Upon the Occasion The Street of Good Cheer of His Fifth Anniversary in Waterloo The Hawkeye fpAOLfi^VtS £naz\\\ 14 Oil Co -r <1., Q b ' ^ First of six pages in special supplement marking Fifth Anniversary of Alexander Frank’s Plaza and Rialto theatres, Waterloo, la. “The Street of Good Cheer” was featured. What Showmen Are Doing to Get Business A phototype survey of current exhibitor business effort, with pictures upon the accompanying pages. Daley Sells Spread For ** Lincoln’^ THOMAS S. DALEY, Schine Theatrical Co., Inc., Gloversville, N. Y., writes: I am taking the liberty of sending you, herewith, the campaign which we used on “Abraham Lincoln” during its very successful run of four days here recently. You will note the “ad” tie-ups which we had with local merchants, which dominated the entire, issues of the local papers on the opening day. We had no assistance from the newspapers in putting this over, but had to prepare the copy and sell each individual merchant the idea. Other features of our campaign here included a special matinee for school children, ticket throw-aways of which you will find one attached. These tickets went into the homes, the children asking their parents to help them answer the questions, which in turn gave us additional publicity. Arrangements were made with the Supt. of Public Schools whereby he distributed complimentary tickets to each of the local school teachers for a special showing of “Abraham Lincoln” the opening day of the engagement. I figured that, on account of the great educational appeal which this production contained, the teachers would probably make mention of the fact in class, and that it would be the means of giving us a still further grip on the school children. We had several oil paintings on this production, two of which we placed very advantageously in a window tie-up with the leading book store of Gloversville. These oils were draped with American flags — and surrounded by -different books dealing with the life of Lincoln. All of our poster advertising, that is, special paintings, lobby displays, etc., featured the catch line “From Log Cabin to the White House” and were illustrated with pictures of same, which were descriptive of the production. Trailers on “Abraham Lincoln” were run in our other local houses in advance of the production, and much extra ef