The Moving Picture Weekly (1916-1917)

34 -THE MOVING PICTURE WEEKLY PUTTHK IT OVER A DEPARTMENT OF ADVERTISING SUGGESTIONS FOR THE BENEFIT OF ALL EXHIBITORS OR some weeks past the Moving Picture Weekly lias been carrying this "Putting It Over" page. It consists of suggestions by advertising experts on the various features and single reels of the program. Wherever an opportunity occurs for clever street advertising, lobby display advertising, or newspaper advertising, it is incorporated in a suggestion and put on this page. This is one of the most important pages in the entire Moving Picture Weekly, and the editors wish to call your especial attention to it each week. A number of exhibitors are following these suggestions every week, and looking for them, and ask to have more like them. Some have suggestions of their own, inspired by local conditions which do not exist in other places. We have received several of these suggestions from exhibitors, and in each instance have heartily commended them for their enterprises, and for the energetic way in which they have adopted suggestions outlined in the "Putting It Over" page in the Weekly. If you have not already tried these suggestions, although it seems almost ridiculous to suppose that wide-awake exhibitors could have read them week after week without making an effort to cash in on them, will you do this: Try to put over one of these stunts from the "Putting It Over" page each week. You will be surprised at the result which will be achieved. One of these stunts a week would be sufficient to make your theatre the talk of the town, and that is exactly what you want it to be. No exhibitor can afford to ignore live, up-to-date suggestions such as these. If you have not tried them, try one today, and see what you have missed. HANKSGIVING WEEK, folks, and it is up to you to make the most of it. Don't forget that there are Thanksgiving vacations in many sections — possibly in yours, and prepare to get extra admissions from the children and the high school and college boys and girls who are looking for entertainment. Some of the special Thanksgiving releases are given in this week's stunt suggestions, and from them you can prepare for a well-decorated lobby that should attract the crowds for more than just your Thanksgiving Day performances. Go to it with the intention of doing more business than usual. Use the stunts as suggested and let us hear from you. 'J'HE Thanksgiving Day Special is called "The Mother Call," and is the story of the return to the farm of the two grown children, who have left the old home to make their way in the world. It would be effective to decorate the lobby for this picture with corn stalks, pumpkins, strings of corn ears, bright red apples, and the other things which are typical of such a scene as that of the picture. Special posters advertising the picture, which is one which makes a strong appeal to the Thanksgiving spirit, should be wreathed in colored autumn leaves, or evergreens. This may be done several days before the picture is run, and will surely be an attraction to your house. t^THE Last of the Morgans," the two-reel Laemmle drama for November 29th, is a Southern story. If Southern sentiment is strong in your community, it would be well to emphasize this picture by having two men in Confederate uniform parade the streets with the announcement of it. While the picture is being run, they may stand at attention on either side of the entrance to your theatre. ^^TTHE White Turkey" is the Nestor release for November 27th which is particularly appropriate to this week, with its Thanksgiving festival. If there is a local artist of whose services you can avail yourself, get him to draw a big turkey on cardboard. Then cut it out, and paste a standard on the back of it so that it will stand alone under the announcement of the picture. JF you are showing the Red Feather "Kinkaid, Gambler," you can attract a lot of attention by dressing a goodlooking chap to represent Kinkaid; ordinary business suit, flanne) shirt with flowing tie; heavy watch chain, and a big, gray or black sombrero. Hand cuff him, and have a pretty girl with a detective badge on her breast lead him around town. On the man's back have a placard announcing the play, date, etc. THERE'S a corking one-reel Joker released December 9, called "The Tramp Chef." Get a heavy-set guy and give him a tramp make-up. Have him wear a white coat, apron and cap, and carry in one hand a long butcher knife made of lath. On his back the usual placard. T^HERE'S a good racehorse picture on December 15, called "Scratched." Get a little fellow; put him in jockey costume, on a running horse, with regulation racing saddle, etc. Have a placard on the horse's blanket reading: "This is the horse that was "SCRATCHED." You can get the whole story at the Blank Theatre with date, etc. Let him keep on the streets until he has covered several times, the section from which you draw your patronage and you will add a lot of admissions that day.