Moving Picture World (Nov-Dec 1923)

December 8, 1923 tC9 MOVING PICTURE WORLD Real Circus Days Helped in Canton Exploiting Circus Days is like putting over a western picture with a stage coach. It’s all right if you can get the outfit. J. D. Kessler, of the Alhambra Theatre, Canton, Ohio, could get the outfit and he made all the money his house would hold with Jackie Coogan. One of the smaller circuses has winter quarters in Canton. They had come in, but were not laid up for the Winter, so Kessler was able to hire the outfit for a small sum since it all represented velvet to the show people. He turned out a parade almost half a mile in length and got a free ride on the band wagon for himself. The initial parade did so well that it was repeated on the two days following, a different route being laid out each time, but invariably ending in the downtown section. Most of the menagerie wagons were parked in a garage at the rear of the theatre, and after the show you could visit the menagerie annex. The smaller cages were placed in the lobby and there was a small den on the sidewalk to steer them into the lobby. He was able to round up a clown band and all the trimmings, and he repainted all of the wagons with Kessler-Coogan Combined Shows. He also stabled a Shetland pony in the lobby which was given away to some child, and he tied the stores to circus displays in their windows. He gave a special matinee the Saturday before the Sunday opening, and had to give another morning performance on the closing day. It probably represented the peak of the exploitation on this picture, for few circuses can be hired even where there is a winter quarters in town, for usually the wagons are put into the paint shop and are not available for parade. Air. Kessler was fortunate in getting the picture before refurbishing commenced. Brightened Up Adapting an old stunt, Mrs. Frank Emmett, of the Colonial Theatre, Harrisburg, Pa., announced that any woman wearing a bright shawl would be admitted free to any performance of the Barthelmess play. Alanv of the shawls were loaned and did repeated service, but the bright spots they made in the lobby and the neighborhood talk the loaning of the shawls caused more than repaid the cost of the tickets. Few shawls failed to have an overcoat accompaniment and the overcoat paid admission to see The Bright Shawl. Christian Endeavor Exploited Picture Convincing the Christian Endeavor Society of Castalia, la., that Mighty Lak a Rose was a picture they could safely endorse, V. G. Bellman, of the Postville Theatre made a deal with them to give them one-third on all sales made by them and one-third on the gross if they sold more than two-thirds of the house. They did not make the grade because so many persons purchased tickets at the box office supposing that the society would get the commission anyhow, but appreciating this, the manager gave them more than their cut and they were abundantly satisfied. It not only sold this First National to unusual business, but it produced an effect that will help other pictures. It gives the endorsement of the society to the theatre as well as this particular title, and the added business was sufficient to pay what they received. There is nothing very new in this idea, but it goes to show that it can still be done, and always with success. Any connection with a local organization will not only bring in more money at the time but help business through the good will created. Work it often. A First National Release THESE STUNTS ARE EASY IF YOU HAPPEN TO HAVE A WINTER QUARTERS IN YOUR TOWN J. D. Kessler, of the Alhambra Theatre, Canton, Ohio, not only had a civcus hole-up, but he knew them all and was able to hire the outfit to popularize Circus Days when he ran that attraction for a week. The top row shows some of the kinkers and an animal cage in front of the house. Below are a pony rig and the downtown wagon working as perambulators.