Movie Age (1927)

DECEMBER 17, 1927. PAGE 19 Governor Helps Film Ballyhoo Governor Johnston, of Oklahoma, is being greeted by Manager M. K. Moore, of the Capitol Theatre, Oklahoma City, upon his arrival to attend a special showing of “Dress Parade.” The man with the dignity is the governor — with the smile, Manager Moore. and breadth of their own main street. If entertainment was all that the movie gave to the town it would be worth while, for there’s no record of any community emerging from isolation and obscurity to prosperity and con¬ tentment without wholesome and legiti¬ mate entertainment. It will be remem¬ bered that during the war motion pic¬ tures were listed as necessary industries. The local movie house in some instances has been taken over by the local bank, when there was a chance of it being closed, and operated mainly for the purpose of keeping the local residents from going elsewhere for their enter¬ tainment, and possibly to do their shop¬ ping. But the movie is more than just en¬ tertainment. It is often the magnet which draws people to the business dis¬ trict of the town where thev can see the d'splays that the merchant has so carefully laid out in his windows to lure the dollar from prospective customers. And often it actually sells merchandise for the retailer — EVEN BEFORE HE HAS IT IN STOCK. It’s because the film fans and flap¬ pers of both sexes, have seen Norma Shearer, or Marion Davies or John Gil¬ bert, or some other star wearing a cer¬ tain something that is new, that movie patron wants something like it, and won’t be happy till he or she gets it. The films to a large extent forecast the fashions today. Although styles may be created in Paris, the fashions ema¬ nate from Hollywood. And this is true of male as well as feminine attire. The motion pictures show the latest trend in shoes, suits, dresses, hats, lingerie — yes indeed, particularly lingerie. Why, the movies have broken down all sales resistence and especially male resistence on this item. Thanks to the movie, any man today knows what to ask for when he goes into a ladies specialty shop to purchase something for his wife, or somebody else’s wife. So for the Hank Smiths who are troubled with lack of co-operation in their towns, get your film exchange to send some facts to your local news¬ paper, showing what the movies have done nationally and internationally in the way of creating and stimulating re¬ tail sales for lines ranging all the way from “teddies” to tractors. Then if Sam H. Merchant is so hardboiled that he won’t co-operate with you, probably you are to blame yourself. Perhaps you’re crossed them or handed them some advertising that was misleading and you’re just reaping your harvest. There is at least one known instance where such a thing has happened. Such instances are rare enough today, thank Heaven. “Dress Parade,” Pathe’s special pro¬ duction, was given extraordinary ex¬ ploitation in Oklahoma City on the occa¬ sion of its presentation at the Capitol Theatre, whose attendance record for this year it shattered. The campaign was distinguished for its attention-com¬ pelling attributes, a notable feature be¬ ing a preview on the Thursday imme¬ diately preceding the Saturday opening at which Governor Johnson of Okla¬ homa, his entire military staff and a number of regular army officers were guests of honor. Naturally such a gathering got newspaper notices. A tie-up with the Reo Motor Car company resulted in a parade of twelve cars, all bannered and with two pseudo West Point cadets aboard, which trav¬ ersed the busiest streets at noon Satur¬ day. The same company ran 226 inches of newspaper display directly tying up with the picture and its showing, pub¬ lishing a series of 3 by 12 inch adver¬ tisements, and one special announcing that the first 500 children clipping and delivering the ad would be given a free ride in a new Reo truck and also tickets to the matinee. With the 500 kids re¬ sponding Reo trucks paraded just be¬ fore the show, attracting much atten¬ tion. The Capitol’s front showed cadet cut¬ outs, and it also had a special electric sign reading “Dress Parade” on the marquee. * Special one-sheets occupied all army “A” boards and the local re¬ cruiting station placed banners on all army trucks. The entire window space of the Reo company was devoted to the show, and fifteen other windows had displays. Twelve merchants went into a fullpage newspaper tie-up, each ad being headed “Dress Parade” and mentioning the Capitol’s showing. The same slo¬ gan was used in all “used car” adver¬ tisements, and there were free stories on the theatrical and automobile pages of the Sunday Oklahoman. A profusion of 22 by 28 cards and other poster stuff were used to good ad¬ vantage and an advance trailer was shown on the screen.