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ADVERTISING
251
Of course such devices are not resorted to in theaters of the highest class. Such exploitation properly comes under the category of the "Ballyhoo" front. As an extreme of this idea, an enterprising exploiter caused a foreign-looking gentleman to register at an important hotel, accompanied by a large box which was brought up to his rooms with great difficulty. Afterwards, a lion emerged from the box into the hallways, causing considerable confusion, and resulting in much difficulty for the exploiter, because the authorities took a hand. The object of the exploiter was to secure large newspaper space in advertising an animal motion picture. It is well to note, however, that exploitation standards have reached a much higher level at the present time, and that most managements do not encourage stunts that are likely to be distasteful.
Another unique idea of exploitation was employed in presenting a picture called "The Fire Brigade." In this instance the members of the orchestra were equipped with firemen's helmets, and a quartette clothed in regulation firemen's uniforms was used as a presentation. Such a presentation would not do for the de luxe type of operation, but is likely to make an impression with a lesser grade of audience. To give another instance: A splendid example of fine exploitation was introduced in the original showing of "The Covered Wagon" in New York. About two weeks prior to the opening of this fine production, the exploiter caused to be published a series of newspaper ads, printed daily in the form of telegrams from him, in which his progress to New York with the print of "The Covered Wagon" was told, over the very trail on which the original covered wagon passed. (See Figure 25).
Unusual electric signs also come under the department of exploitation. It is not exceptional to build a special electric sign for an attraction. For "The Covered Wagon" engagement in New York, there was erected a sign over sixty feet in height and one hundred feet in width, representing a covered wagon fording a river. A battery of stereopticon machines projected a very realistic moving water on the lower portion of the sign. Even blase Broadway gaped at this sign. In addition, a group of Indians camped in the grounds of Central