Motion Picture News (Jul-Aug 1923)

August ii, 1923 bol How "Only 38" Has Been Put Over Campaigns that Have Stood Test JUDGING from reports coming into the Exhibitors' Service Bureau, " Only 38 " is one of the pictures receiving special exploitation effort at the present time. Below is presented a group of stunts and campaigns actually put into practice by live exhibitors, offering a wide variety of ideas for the use ot the exhibitor planning his exploitation for this picture. Manager H. B. Clarke, of the Garing theatre, Greenville, S. C, tied up with Gilmer's Department store on a 38-cent sale to good advantage. The store eo-operated still further by running large space, calling attention to the 38cent sale and tying up with the picture at Garing. The front of their store was also decorated with "only 38" pennants, and in their windows they displayed various articles of merchandise included in the sale, photographs and catch lines relative to the picture, theatre and playng dates. A double tie-up was gained by the display in the lobby of a showcase containing articles which Gilser had on sale for 38 cents. The showcase also contained photos, small cut-outs and cards tying up with the picture. The picture also had the endorsement of the Better Films Committee, and this was stressed in all newspaper advertising. Offer 38-Cent Specials A slightly different angle was given to this stunt by Manager A. R. Lynch, of the Lyric theatre, Jackson. Tenn., when he hooked it up with the co-operative ad stunt an entire page being obtained from leading merchants. Each one of these dealers offered some article as a special on a certain day, the price of the article being 38 cents. Window co-operation was also obtained, and stills were used on compo board for tie-ups on toilet goods, for instance. Five windows were given for five days in advance. 'flu 38 " in large caps the full length of the banner. I nder this was the slogan — " A Parabanner was silhouetted Large marquee display used by the Royal theatre, Kansas City, Mo., on " Doton to the Sea in Ships " The title was used as a teaser in advance, the sidewalks of all business streets being painted with simply the two words, " Only 38." Birthday Cake Idea Used The " Birthday Cake " stunt was used by Manager Albert Hill, of the Imperial theatre. Jacksonville, Fla., in exploiting " Only 38," and an immense cake 15 feet in diameter was built on top of the Imperial marquee and given just tiie proper slant to make the display effective, and to catch the eye quickly. This immense cake, which had 38 lighted candles on it. was fitted into a skeleton basket, the handles of which terminated in a 4 x 14 foot banner across the top. Each handle was electrically lighted and the banner read " Onlv mount Picture." in varied colors. The 38-cent sale was also used by Manager ('. YV. Irvin, of the Imperial theatre, Columbia, S. C in addition to which he put over a number of other ideas. Although Columbia has no public library, a Book Donation Matinee was worked in cooperation with the Rotary Club, who have just undertaken the enlargement of a small club library. When the plan was presented to them by Mr. Irvin, it was eagerly assented to by the leaders of the local Rotary Club. At the matinee, which was held on opening day, 250 books were received, which were presented to the Rotary Club Library. In return for the theatre's action in this respect, the club sponsored the matinee and gave valuable publicity to the fact. Also valuable word-of -mouth advertising resulted from this novel stunt, and Mr. Irvin states he benefited financially, as well as " institutionally." Mr. Irvin does not place his personal endorsement on every picture which he plays, so when he tells his patrons he has a good picture they take his word for it. In this instance he sent out 500 letters to his patrons, calling their attention to the fact that in 18 months he had personally endorsed only two other pictures, stressing the point that he did not make a practice of doing so on every attraction. Makes Tie-Up With Local Church It is not often that the churches will tie up directly with a picture, but Manager H. P. Kingsmore. of the Howard theatre, Atlanta, Ga., managed this on " Only 38 :" A co-operative deal was closed with Dr. Messinger, of the All-Saints Episcopal Church whereby members of his organization were to sell as many tickets as possible on a percentage basis, resulting in much publicity for the picture, as well as financial benefit. Lobby display on " The Abysmal Brute," using mounted cut-outs and large book, by Manager E. B. Roberts of the Majestic theatre, Austin, Texas