Exhibitors Herald (Dec 1924-Mar 1925)

44 EXHIBITORS HERALD March 21, 1925 Down the Home Stretch ;,j000000COXV<CAX«>--'>>00M»C<<0^ I Yesterday The Crowds T I . Actually Stood Up ? jd and Cheered It— frank Keenan THE DIXIE HANDICAP Direct From a Sensational Run at the N. Y. Capitol tils DAYS STARTING TODAY NOftMA TALMaOGE I hippop'rowe' THE REEL NEWS Charles Ray in| .["Dynamite Smith’’ • COLMA> Meadows Master Washer '^AN Lr. Y: TOP: Ads concerned in Thomas S. Daley’s letter, printed in this issue. LOWER LEFT: Four ads mentioned by Cliff Lewis in his letter. RIGHT CENTER: Harold Barnes’ card for “The Lady’’ and complimentary ticket to Regun theater, Harlem, N. Y. LOWER RIGHT: E. S. Holland’s house organ, described in his letter. good advertising of attractions but it carried a message of educational value, the main emphasis on the duplicate picture screen : Presenting THE LEROY A Pawtucket Production thus showing that the “hometown boys” accomplished somethin, g. Will have to sign off now. First Friday of Lent and naturally am feeling “not so good” over the total tonight. The photograph of Mr. Storin’s remarkable window display is reproduced on another page. Bettersworth’s at It Again J. W. BETTERSWORTH, Istrione theatre, Jackson, Miss., writes: Fearing you would not have your usual run of bad luck on Friday (see date line) I have taken it tipon myself to aid the gods in dishing out a little of the same by writing you a letter. I know that you have been congratulating yourself, thinking me dead, but like the cat I always come back. I have always wanted to write a clever little play, and when I saw that nobody would stop me I set about turning out one that would startle the American public. The play, I think, is delightfully American and will be a great lesson in history to the vast army of foreigners that is now among us. Tell me candidly, do you think it is a masterpiece? I must say here that my success in this undertaking is due entirely to the inspiration that came upon me after reading several articles by Mr. Coppock. I think it is a great improvement upon the usual theatre presentation because it does away with the practice of giving away groceries. If you use this little one-act play don’t mention anything about Mr. Coppock’s former attempts, because I would not want to make him feel bad, Mr. Bettersworth’s play, which may be adapted for use in presentation of practically any Western production, is printed, with illustration, by the playwright, on another page. Holland Describes New House Organ Feature E. S. HOLLAND, Grand theatre, Lincoln, 111., writes: We publish a Reel News every week and have just added a column under the name of “For Your Information.” We secure news for this column from your “What the Picture Did For Me” department and newspaper opinions. We are wondering if you publish every so often a complete record of reports that you publish weekly under the above title. If you do this it will be fine for me and if you don’t I thought I would suggest it and it might be worth consideration. I am going to send you reports on all the pictures we play. Mr. Holland’s theatre paper is partially reproduced upon this page. Reports accompanying his letter will be published in the report department next week. Semi-annual republication of reports under the picture tit'e headings is made in “The Box Office Record,” the March edition of which is now in process of preparation. Dinsmore & Son Tell Policy DINSMORE & SON, Majestic theatre, Weiner, Ark., write: Our best move yet was in having complete monthly bulletins of our programs printed, giving name of feature and star with a comment pertinent to each subject, not forgetting to give the names of the short subjects and their stars. These are mailed, handed out and distributed by carrier and have met a popular approval. A request to “Please Keep for Reference” is at the top of each bulletin and we believe every home in our territory has one to refer to and we know it has helped business. One program each month is selected for extra exploitation and _we give it more room on the bulletin, and as we select one that we know will please the majority we ha\e a larger attendance that night. Dinsmore & Son’s bulletin is reproduced on another page. Lewis Exploits Via Ether CLIFF LEWIS, Strand theatre, Syracuse, N. Y., writes: Am enclosing more newspaper advertisements used by yours truly on two of our feature productions. The photo enclosed is Cliff — the Strand announcer. Oh yep, I, or rather we, the Strand, have gone into this radio broadcasting. We are on the air regularly, every Friday evening and Wednesday noon. In order to make our radio programs a real Strand feature we do our own announcing. Can’t everyone talk at once, so the boys wished the job on me. Our station is WFBL, the Onondaga Hotel, Syracuse. Mr. Lewis’ ads are reproduced upon this page and a photograph of Mr. Lewis addressing the microphone on another. (Anybody heard him?) Daley to Return to Old Neighborhood THOMAS S. DALEY, Schine Theatrical Co., Gloversville, N. Y., writes: I am sending herewith a few more samples of our newspaper ads, teasers, and a few heralds and throwaways that I have used recently. The herald on “The Dixie Handicap” was used as a house-to-house medium and also tucked in the various racing dope sheets on sale at the newsstands. This will probably be my last from this source that you will receive, as I am returning to Toronto to take over the Tivoli, a big downtown house. I will shoot you some stuff from there. Mr. Daley’s race herald and other exhibits are reproduced on this page. (Best of luck in the new connection.) Shimon Continues Copy Service LOUIS C. SHIMON, Milwaukee theatre, Milwaukee, writes: The Milwaukee theatre copy department