The Moving picture world (January 1926-February 1926)

January 16, 1926 MOVING PICTURE WORLD 215 Construe Texas Lifts Laugh Month from the Calendar to the Front Page IT may be ]nst January for some folks, but it is LAUGH "month for a lot more. Down in Texas, co-operation between EXHIBITORS and EXCHANGE MANAGERS has secured from Governor "Ma" Ferguson a Proclamation to the effect that January is LAUGH MONTH in Texas. Colonel H. A. Cole, president of the Texas M. P. T. O. A. and the Laugh Month Committee, consisting of P. K. Johnston, Fox Exchange Manager; Oscar A. Morgan, Pathe Exchange Manager; F. A. Tomes, Educational Exchange Manager, and R. C. Mcllheran, Universal Exchange Manager, working in complete HARMONY of effort, proved to the chief executive of the state that LAUGH MONTH was WORTHY of an official Proclamation. Governor "Ma" Ferguson merits the thanks of the industry. Colonel Cole and the Laugh Month Committee merit the sincerest kind of COMMENDATION for getting together on a big idea for their WELFARE and that of HUMANITY. ■ \ Enlarging a Ready-Made Audience WILLIAM FOX scored ANOTHER fine point in selecting stories when he closed for "Sandy," the charming love story by Eleanor Meherin which follows "Chickie." With more than ONE HUNDRED leading newspapers carrying this serial, millions of customers will be AWAITING the Fox screen version of "Sandy." It is most interesting to observe the attitude of James R. Grainger in this matter. The far-seeing head of the sales organization in the Fox galaxy has decided to throw open EVERY avenue of advertising, publicity and exploitation to help the EXHIBITORS. Grainger will, we believe, OUTDO the nation-wide exploitation ALREADY bestowed on "Sandy." ^_ A Healthy Letter IN a recent issue we published an EXCLUSIVE story dealing with the fact that the Associated Press has opened its service to MORE moving picture news. A letter, published in this issue, from K. A. Bickel, president of the United Press Associations, states that for years his organization, serving 900 newspapers," has given LEGITIMATE news of the moving picture industry the PROMINENCE it was ENTITLED to." Thank you, Mr. Bickel. AND keep it up. Hitching the Dodge Brdthers Qas Wagon to a Stat DODGE BROTHERS make GOOD automobiles. And through the George Harrison Phelps agency they ADVERTISE them WELL. Reproduced herewith is their latest full page piece of copy, taken from last week's Liberty. The reproduction scarcely does it justice. In it Dodge Brothers have HITCHED their GAS WAGON to a star — to the great active WORLD of public INTEREST in the moving picture. The subject matter, as treated by William Meade Prince, is especially TIMELY because of the wide DISTRIBUTION and POPULARITY of current screen epics of the WEST. Manufacturers and advertising agencies are becoming CONSCIOUS of the power of the motion picture tie-up. It will not be long before THEY will come in respectable numbers to the exploitation men of this business — instead of the exploitation men going to THEM. The tie-up idea has undergone a great CHANGE since the early days of its practice. Today it is a COMPLETE merchandising plan in itself. It stimulates INTEREST, creates DEMAND, provides the dealer with real sales support AT the point of sale. And, of course, for the producer and the exhibitor, the line-up is sound, sane, and productive. Dodge Brothers, Mr. Prince, and George Harrison Phelps are to be congratulated on MESHING IN with the vast publicity machinery of the picture industry. Next time, gentlemen, let the EXPLOITATION men in this business STEP IT UP for you before you SHOOT THE WORKS. @ DoD BE Brothers TYPe-A SeDAN A Dodge sedan projects ,*°"mi»i,'S'".£'«^iV"' itself into the artist's ii.,""",ro.Tmiio?^*""K,",:S ■' , bu»ines» ol evefy day picture. And more, into i.,rf»^,mu„.*.m^,.f..oa.ou. the vast, movie-accept lu depcndjbiitiy U valued by thOM wn» ing mind of the Ameri """ Z17,Z1.Z.7'..".'