Exhibitors Herald (1926)

50 EXHIBITORS HERALD November 13, 1926 performances. The orchestra pit has been enlarged; the staff of ushers has been increased from the former number of "J2 to ioo. * * S. G. Ihde, manager of the Photoplay theatre, Ashland, Kan., tries an old stunt with a couple of pieces of chewing gum. There’s no reason for the stunt not working as well now as it did for us ten years ago unless it has been worked to death in recent weeks. A dollar buys enough of the Wrigley stuff to fill 100 envelopes that in his case are labeled “Adventures of Mazie. Have a chew on Mazie. Her jaw never missed a beat. This is Mazie Stickaway, the nonswallowable gum.” ^ ^ Harold Franklin talks briefly on advertising in the recent issue of The Closeup. His words come as nearly as any words could possibly come to a definite guide to the advertising man in the Theatre. No advertising, he says, can be effective or efficient if there is waste. “It is always good to write as you would talk and a little humor now and then will help to put the reader in a receptive mood when the subject advertised lends itself to this treatment. High fallutin’ language just doesn’t belong. “An illustration goes far to adorn a tale. “Publicity is a weapon that must be sharpened continuously and wielded incessantly.” ^ ^ Just as America leads the world with its advertising and publicity ideas so does the motion picture industry lead America in that line of endeavor. Nevertheless other parts of the world are showing a sudden burst of speed in publicity stunts and one of them will no doubt someday make America’s greatest enterprise look like an ant hill on a mountain. The mail from Europe’s exploiters grows every week. Last week Lucien Doublon outlined his exploitation for “The Merry Widow” in Paris. His letter was in French but it was well written and not difficult therefore to translate. It’s in the blood of the Continental peoples to frame publicity stunts. Their an cestors were great press agents. Look at Napoleon! The first half of his military campaign was successful subsequent to the world’s hearing of his exploits. Caesar walked deliberately through dozens of Gallic provinces aided substantially by the fear publicity about him had instilled in the natives. And as for a press agent Henry the Eighth was no slouch. We’re still hearing about him. — D. H. * * Munson’s G. M. S. Is “Better Late Than Ever” Clark Munson’s effort to observe Greater Movie Season was blocked by the fact that the Spencer, West Virginia, theatre he represents was in the course of construction at the time of the opening of G. M. S. Munson waited until the house was ready to open and held a Greater Movie Season for Spencer two weeks ago. He ran a big newspaper campaign in which he made good use of the names Jim Campbell and Bert Thompson, champion “Moviegoers” of the world. DeHaven Now Director in Regional Houses A. Milo De Haven has joined the Regional Chain of Theatres, Inc., with headquarters in Boston as general field busi * ness building director. De Haven was formerly managing director for various Publix houses in the New England division. ^ Jjc Plainview Program for November Out The November program for the Plainview theatre, Plainview, Neb., is out and announces bookings made by J. J. Hoffman, manager, for the 30 days. Stock is of a deep red, heavy paper which could not be reproduced because of coloring. Marmont to Freelance ; Leaves Paramount Fold (Special to the Herald) HOLLYWOOD, Nov. 9. — Percy Marmont has severed connections with Famous and will freelance. He was to have appeared in “Sorrell and Son” after having made five for Paramount. What Showmen Are Doing to Get Business A phototype survey of current exhibitor business effort, with pictures upon the accompanying pages. ANOTHER GOOD IDEA OFFERED BY SHIMON The Theatre, Exhibitors Herald. Are you ready for another idea? Why not a column or listing for seasonal pictures? For example, I’ve been hunting through all my files for a Christmas picture for Dec. 25th. Pathe has an “Our Gang” comedy, “Good Cheer,” that is appropriate for Christmas. There are many short subjects and many features that are specially fitting for particular seasons of the year. The heading could read — “Shorts and features suitable for Christmas — Shorts and features suitable for Thanksgiving.” This idea is submitted only with the thought that it may help other exhibitors. — Uptown theatre, Louis C. Shimon, manager. Mr. Shimon’s idea is well worth trying. If there are other exhibitors who will suggest subjects for special occasions send them in and they will be printed in this space. — D. H. JACK EATON WILL EXCHANGE WITH YOU ALL Gentlemen : Enclosed you will find our entry in the Exhibitors House Organ Exchange. I am particularly interested in those who are putting their organs out in newspaper form. For the booklets of course Fred Meyer of Hamilton, O., has them all beat. I will not start ours until the week of the first but will then reciprocate with the ones mailing to us. I have previously run seven column paper up to 14 pages to the issue on a town of 12,000, Greeley, Col. In giving so much space to House Organ material you are looking after a growing department that no other trade journal is attempting to cover. I think you could well give more space to it in the way of reproducing original matter that is sent in. — Tack Eaton, Legion theatre, Alamosa, Col. Nelson Proves Film’s Quality by Reference to Its Chicago Showing A. J. Nelson, the young man who aids in the management of the Lorraine theatre, Hoopeston, 111., and who recently distinguished himself in the advertising field with his theatre copy, continues to write ad copy that displays the unusual in a picture. We have noted an interesting line in his ad for “The Campus Flirt” that may serve any number of others for any number of pictures. It is “Recently at the Beautiful Chicago Theatre”; which to a great host of picture fans is an endorsement for a picture. In line with lobby displays the above First National setup is almost unique. Daddies” is the name of the picture publicized. ‘Sweet