Exhibitors Herald (1926)

52 EXHIBITORS HERALD What Showmen Are Doing to Get Business A phototype survey of current exhibitor business effort, with pictures upon the accompany* ing pages. GROSS CONTRIBUTES “FIDDLERS” RULES The Theatre: Exhibitors Herald. I am enclosing a list of regulations governing an “Old Fiddlers Contest” I thought you may be interested in publishing as a benefit to exhibitors. We have run several contests with great success following the general rules outlined. JACK GROSS, Capitol’s Cartha.ce Theatre, Carthage, Mo. Y’WELCOME MR. MUNSON— WRITE US MORE OFTEN The Theatre: Exhibitors Herald. Thank you for covering my questions contained in my recent letter to your department, in the issue of March 27, which I have just finished reading. The ad reproduced very well on page 55, and I shall use your suggestion of making the heading smaller, allowing for more white space. Enclosed is copy of program printed on herald, also a “slip” program which we use at times. Imitation money was distributed over town on “Drusilla With A Million.” With kind regards and thanking you for your friendly interest, CLARK MUNSON, The Robey Theatres, Spencer, W. Va. Indianapolis News Aids “Barrier” Exploitation A ballyhoo on the streets and window displays were the basis of an exploitation campaign put on by Manager Koch of the Ohio theatre, Indianapolis, when the MetroGoldwyn-Mayer picture, “Tlie Barrier,” played there. The street ballyhoo -was a cheap but an effective one. A battered old Ford was loaded down with all sorts of mining implements, and a man made up as a miner with an Indian at his side sat on the front seat. Two banners on the side of the car read, “All the way from Alaska to see ‘The Barrier’ at the Ohio theatre.” This aroused talk and amusement and aided the picture materially in running up a fine box-office average. A window display also helped the film to crowd them into the theatre. This was with the Ayers department store, which gave the theatre one of its best windows tor a display of scene stills from the picture tied up to Rex Beach’s novel. An arrangement was made with the Exhibitors House Organ Exchange Entry of name ia this list signifies willingness to exchange theatre publications with other theatre publishers for mutual benefit. IIAIR, E. E., Palis theatre, Cuyahoga Falla, O. BENDER, A. R., Olimpia, Clevetand, Okla. BENTLEY. FLOYD E., Keieo Amuasment Co., Kelao, Wnah. BROWNELL, OSSIE, Carthage theatrea, Clovera. vSlie, N. Y. BROWNING, HARRY, Olimpia, New Bavea, Coein. BUBERT, E. H., MeiropaSiian, Morgemtows, W. Va. BURNS, FRANK H., Orlando EaiorprJaea, Or. iasda, Fla. CHRISTENSEN, C. R., Twin City, ChehaUa, Waah. COX, ED. F., Friaeess, Bristol, Colo. DALEY, THOMAS S., Sfihico Atnuaetneat Co., GloveravStie, N. Y. EVELAND, EARLE, Twin City Opera Houao, MeCoQtielsviUe, O, FAWKS, E. L., Photo Phoce, Graford, To*. GARDNER, HUGH T., Orpheum, Neosho, Mo. GAULT, 3 C., American, Oaklaad, Col. GILL, H. A. Strand, Honey Grove, Tex. GLASER, WILL J., Grand, Faribatilt, Minn. HAMBURGER, F, M., Circle, Portland, Ore. HARLEY. ALON2A, Voleaiiae, Deaa Ohio. JUDD, FORREST E., Proapoct, Kansas City, Mo. KOBLEN, M.. Scout. Oakdale, La. KRAMER, LOUIS P., Lubllner & Trin* Theatres. Inc., 307 North Michigan Ave., Chicago, LITTLE, T. L., Mojesile, Comden, S. C. LUKACHIE, A. J., Hauber. Camden. Ark. MacLEOD, M., Wolverine, Saginaw, Mich. MASSEY, EARL D., Texos. Killeen, Tex. MILLER, CARL F., Miller theatre, Fremi; Ohio. MOCK, CARL F., S6th Street, Pltiladelphia, Pa. MOSS, EDGAR A., Marion Theatre News, Glass Black, Marion, Ind. MURPHY, HAROLD S., Woodlnwn, Cbiecgo. NICHOLS, DON, Durham Amnsocaoiat Company, Durham, N. C. O’ROURKE, JACK, Laurel, Laurel Springs, N. J. OLSON, H. G., Msjeatie theatre, Reedsbnrg, OSTENBERC, J. H., Orpheum, ScottahlnlT, Neb. PAYNE, EARLE HALL, Kensaeky, Lerington . Kuaaky Theatrical Ent., PIERCE, HOWARD O., Detroit. Mich. POPE, CLEM. T. & D.. Oakland, Col. RANDALL, E. H., Liberty, Condon, Ore. RIVERS. EDWIN B., 1728 South Moin street, Royal Thootre, Los Anenlea, Cei. SACHS, S. M., Masonic, Clifton Forge, Va. SCHWIE, F. F.. Duluth. Duluth. Minn. SHARPE, PHILIP B., Strand Theatre Publishing Co., Portland, Me. SNYDER, E. A., Rtalto-VIrginSa, Chompaign, III. SOLOMON, H.. Strand, McComb. Miss. SORG, J. H., Jefferson, Fort Wayne, Ind. STIEFEL, S., Roxboro, Philadelphia, Pn. STILES, J. R., The Dalles Amusement Go., The Dalles. Ore. WALLACE, H. JIM, Lincoln 111. WEINBERG, !., New and Lyric, Lexington, Va. WHEELER, ED A., Ohio, Cleveland, O. WHITBEGK, FRANK, West Coast Theatres, !ne., 134 Leavenworth St., San Froneiseo, CcI. WILSON, T. S.. Soolyo, Abilene, Ken. WOODWARD, KENNETH V., Penn-Slate Amnsensent Co., Uniontown, Pa. 1 I (Exhibitor) I (Theatre) . ! (City) .... Slate. April 10, 1926 Indianapolis News to place art tieup cards and distribute 1,000 heralds through ten of their branches, in this way covering all of the city and reaching people that could not be gotten at, in any other way. “The Barrier” was adapted to the screen by Harvey Gates, and is a George Hill production directed by him. Norman Kerry, Henry B. Walthall, Lionel Barrymore, and Marceline Day are the featured players, and the cast includes Bert Woodruff, Geo. Cooper, Pat Harmon, Eleanor Lawson, Princess Neola, Mario Carillo and Shannon Day. “DeviFs Circus” Tied Up with Department Store The Tower theatre of St. Paul, Minn., tied up with Macey’s department store to run a fashion reviev/ during the showing of the Metro-Goldwyn-Mayer picture, "The Devil’s Circus,” starring Norma Shearer, and this stunt helped to pay for the large newspaper advertisements taken out for this splendid feature. The style show was in itself an elaborate affair. Twenty living models displayed the various spring garments offered for sale by the department store on the stage of the theatre, and in the ballroom owned by the Tower Amusement Company. This added attraction helped to put the picture over to a big attendance. A stunt and a ballyhoo were sufficient exploitation to put “The Devil’s (Circus" over to exceptionally fine business in the American theatre of Colorado Springs, Colo., against strong opposition from a musical comedy playing concurrently with the feature at another theatre. _An invitation was extended to those girls of the high school who still retained their long hair to be the guests of the rnanagement. The long hair gag being tied up to the fact that Norma Shearer is one of the few actresses who retain their long locks. The stunt got quite a bit of free publicity — and many a good laugh. A man in clown costume walked the streets and often stopped to look at window displays. His back bore a compo board circle which read, “See me and Norma Shearer in ‘The Devil’s Circus’ at the America.” Besides this three windov/ tieups were secured, with appropriate still displays of Norma Shearer, and a trailer was run for four days before the opening. It was a neat little campaign conducted by M-G-M Exploiteer Hal Elias and J. E. Tompkins, manager of the theatre, and it brought in a neat little sum into the box-office. “Patriots Week” Recalls U. S, Birthday — Fox Exploitation Tieup To assist exhibitors to take advantage of the 150th anniversary of the founding of the republic of the United States, the Chicago office of Fox Corporation sent a letter _ calling attention to the fact that the period between February 12 and February 22 was “Patriot's week.” The letter contained practical suggestions for tying up with schools and other local patriotic organizations during that week. Naturally, most of the suggestions were practical exploitation hints on “The Iron Horse,” “As No Man Has Loved,” “Havoc" and “The Golden Strain,” and called attention to the fact that these pictures had patriotic angles that would lend themselves easily to local exploitation.