The Moving Picture World (Apr-Jun 1913)

THE MOVING PICTURE WORLD 155 Advertising' for Exhibitors Conducted by EPES WINTHROP SARGENT Send Out Checks. SENDING out a small check ostensibly to pay for time consumed in reading an advertisement, but in reality to attract attention, is no new scheme, but Taylor and Ford, of the Star Theater, Cripple Creek, Colorado, appear *o have been the first to apply this to photoplay. They sent out actual checks that were good for two cents each at the State Bank, the only difference being that these checks are void after thirty days; a detail that few of the recipients will notice. They write: The enclosed circular letter with bank check, is self-explanatory. We mailed out one thousand of these and results were highly satisfactory. Cripple Creek has a population of about 5,400, and we played to a total of 2,532 paid admissions for the three nights. To date, only 11 checks have been presented for payment, the actual cost being printing and stamped envelopes same as herewith. The scheme seems to be a good one in a small town, for it had everybody talking about the Star. We have a regular mailing list of 700 which we use once every six or seven weeks, always sealed with 2c stamp, and about 600 of same being addressed to women; find this a better business getter than three times same amount of money expended in hand-hills or dodgers. The letter read as follows: Enclosed please find our check in the sum of $.02 to your order to pay for two minutes of your time. We wish you to know that we are showing a better class of moving pictures— MORE REAL rEATURE PHOTOPLAYS— than ever before, while our vaudeville attractions are equal to, if not superior, to those of the past. Next Sunday, March 9, for three nights only, we are bringing here the celebrated two-reel FEATURE SUBJECT, "THE COWBOY MILLIONAIRE,'* and we particularly desire you to see it, and pass criticism on it. Thanking you for past patronage, we are, Very truly yours, TAYLOR & FORD, Star Theater. The letter is in typewriter type but printed with straight inking instead of through silk. The check will attract attention without too close an imitation of typing in the letter. The checks that were put through went through from curiosity and simply add to the value of the scheme since the recipient is generally careful to assure all her friends that the check was really good. We think that a more ornamental check would have been even better. We have two checks of The Great Lafayette, who was killed a couple of years ago in a theater fire, that brought him more advertising than his posted paper. Both are rather large and carry scenes from his magical act, his own portrait, the picture of his dog Beauty, and much extraneous advertising. Embossed checks would not have paid for this run of 1,000, but a half-tone of "The Cowboy Millionaire" on the back of the check would have attracted even more attention. A Cameraphone Idea. The most recent Cameraphone Bulletin to hand carries an interesting back page in which the result of a recent contest is given. It will interest other thinking managers: Two weeks ago we spoke of being curious to learn the impression made on the minds of many school boys and girls by their frequent visits to our theater. We offered three-months' passes to those who sent in the best letters. A number of them have been received, but we can only quote from most of them, on account of lack of space. However, we have decided to print in full one letter we consider especially good. It is from Mr. Russell Willison and reads as follows: "Moving pictures are a benefit, not only in the amusement which they afford, but also on account of their educational features. The habits of wild animals, the growing and development of plants, incidents in history, scenes from foreign countries, scenes of construction, such as the Panama Canal, and experiments of mechanics and science may all be seen by means of moving pictures, and often in no other way. Again, old masterpieces can be reproduced with more realistic settings than the original, and the current events are kept continually before one's eyes. "The most important element in regard to the educational side of the moving picture is the fact that these things when once seen are remembered much more easily than something that has merely been read or heard of. "Although there are some theaters which show only scenes of crime and excitement, and it is doubtful where there is any benefit to be derived from such, yet it is undoubtedly true that the higher grade theaters are of benefit to its patrons. Truly yours, "Russell Willison." Silas Adelsheim in his letter says: "They give you high ambitions and teach you to always do what is right. In different pictures you see the works of nature, the making of the products of the world and the different types of man and animal." So it looks to us that our policy of showing something of ar educational nature in each day's program was having the effect we are trying for. John F. Burke writes: "They have increased my Imagination, and a good imagination is very important in school work. They have given me valuable points in history, chemistry, geography and other studies which I would not have been able to get from books. They have shown means for preserving health which we would never hear of at school. They help in giving us an idea of the people and places outside our own city and country. Many places we would never be able to visit are made familiar to us by the moving pictures." Paul McNamara tells us: "They help me in my studies, especially the 'Current Events/ which help me in history; they instruct in matters concerning manufactures, and enlighten in the manners and customs of foreign countries." Mr. John Kleman says: "The industries of the United States and of foreign countries are educational and interesting. I like pictures like the tobacco industry, cotton industry and the rubber industry in India. The scenic and historic pictures are also interesting. The historic pictures help me a good deal in my studies, because it is easier to remember a picture when shown on a screen than to remember it from a book." There is more to the same effect, but enough is shown to prove? that such a contest can be used to offset any agitation against the picture, or, as in the case of the Cameraphone, to create an effect where there is no> such opposition. Another Scheme. Another Cameraphone scheme is the presentation of a lucky coin on » certain night, this being of composition metal. It will be accepted at * valuation of ten cents in payment for a dollar book of tickets, or may be carried as a pocket piece. Having several houses, the cost may be distributed among the group, but the coins themselves are inexpensive, once the dies are procured. More Verse. A correspondent from Union City, Pa., sends in an advertising card gotten out by the Cooper Opera House. The idea can be adapted to other places. There were two guys Who put two But it was me Who put the For Photoplays, best and new, I am nightly showing you They are a hit And certainly If it hurts you to grin, Bring your doctor Our new chairs, too, are it For a good comfortable If there's anything wreng Please "put me For I am the guy Who wants to know When looking for me Just ask lor Got Up Behind Them. Clean Wade Mount, of the Martz Theater Company, Tipton, Ind., sends the details of a scheme that can be worked to advantage in any town of ten or twelve thousand or under. We hope that he will send in the details of the coming contest he speaks of. This assuredly should be a businessgetter almost anywhere it is practicable to work it. We have just terminated a business-stimulating contest that, because of its success, we recommend to exhibitors in cities of 15,000 population and under. By the aid of a local photographer we had rear view snap shot pictures taken of thirty of our most prominent and well-known citizens, men and women, the subjects themselves not being aware of the fact that their pictures were taken. For two weeks prior to showing these pictures we kept throwing upon our screen the words "Who Are You?" also ran blackface 12-point locals in each of the papers. Curiosity was naturally aroused. We then announced that we had these pictures; that we would throw five of them on the screen each night until the full thirty had been shown, the one guessing nearest correctly who all of them were to receive $10 in gold; in case ^f tie, to be decided by lot. On next to the last night we announced the reproduction of the entire set for the following night, giving all an opportunity to make a guess. j I's In Union City C In Union City U In Union City IT In Union CITy IN In UnloN City CIT In Union CITy ON" In UniON City Y In Union CitT T. C. In Union Oily