The Moving picture world (October 1920)

938 ' MOVING PICTURE WORLD October 16, 1920 Try Pocket Blotters for a Change in Pace Arrow Bulletin Offers to Pay for Good Exploitation Photos Offering to pay for any photographs used in a national trade paper is one of the stunts by which the Arrow Film Corporation seeks to interest its clientele in exploitation promotion. Recognizing the value to the exhibitor and the concern itself of promotion stunts recorded in the trade press, Arrow expresses a willingness to pay for the photographs on any Arrow picture which a trade paper uses, and since all of the papers are eager for this material, it amounts to a guarantee of payment in practically all cases. It is a point well taken, and it will help the business materially, for good exploitation of any film not only booms that film to the exhibitors throughout the country, but it helps to sell the idea of exploitation and so build business generally. This offer is made in the double number of the Arrow Bulletin, a house organ enlarged for this special issue to 48 pages, packed with news about the corporation and its product. It corresponds closely to the catalogues used ten or twelve years ago, but, of course, is treated in a more modern fashion and the booklet is of genuine value to the exhibitor who uses or expects to use the Arrow product. It is a handbook of current releases which the Arrow exhibitor cannot well afford to be without, and there is no reason why he should lack one as all that is necesary is a postcard request in case a copy has not been received. Attic Box Office Windows to Rival the Log Cabins After log cabins for box offices comes the "Up in Mary's Attic" display with an attic on the ground floor. The Southern Enterprises has taken the film for its territory and is working the print hard. The cut shows the box office arranged for the Queen Theatre, Dallas. The regular booth was taken away and a beaver board attic made, with a snappy bathing girl perched, on the ticket ledge and tickets were sold through the attic window. The usual hook-ups were made, the chief being with Spaulding for a display of athletic goods, while a baby shop declared that the mysterious infant was outfitted there. The stunning paintings and the numerous hook-up angles make "Up in Mary's Attic" a fine subject for exploitation and the Lynch-Hulsey houses are going to it strongly. Gave Elephant a Ride to Tell of Tarzan's Charms C. S. Daffin, of the Daffin, Tallahassee, Florida, made a very simple float with an automobile and a twenty-four sheet for "Tarzan of the Apes," now being revived by the First National. As can be seen from the cut, this is merely a cutout mounted on stiff board and lashed to a delivery truck. This makes only a one-sided float, but it is a simple matter to similarly decorate the other side and the elephant will not object to riding backward. It is not always the elaborate care with which a float is done that brings in the money. The chief aim is to tell your possible patrons what you have and tell them in a way they cannot overlook. It seems that the old motorcycle trailer has been forgotten, though this was one of the simplest and best forms of a perambulator. This was merely a sheet mounted at right angles to an old buggy axle with wheels and drawn through the streets with a motorcycle. Some years ago these were widely used. Now they seem to have been forgotten. Get any pair of light wheels sufficiently far apart to give stability to the sign in the breeze and try it out. Pocket Blotters Stick Around. Sending in a blotter for Norma Talmadge, the Savini Films, of Atlanta, emphasize the fact that blotters small enough to be used in the pocket book are valuable in these days when every one makes notes with a fountain pen. The Savini blotters are 2J4 by 4 inches, and will fit the average note book, but a 2 by 4 inch blotter will be found even handier and will be carried for some time. It is not good advertising for a single film, but works for the house or for a serial. Try it some time. Don't feel you cannot do anything. You can.' Try it.'