Paramount Pep (1923)

Paramount Pep 7 John Kennebeck, Des Moines and Omaha, knocked ’em cuckoo in Council Bluffs, Iowa, on “The Old Homestead.’’ This after Mr. Exhibitor told him that if exploitation would help put over the Cruze picture in “such a hick town where the buckwheats picked up their sidewalks at 9 P. M. and the coppers played pingpong with the bootleggers,” Paramount Pictures would always be shown in his theatre. Among the many stunts John pulled was to place a genuine log cabin, which was a town landmark, in the theatre lobby. When he said farewell the exhib. acknowledged he was thoroughly sold on Paramount exploitation. Harry Swift, Cincinnati, is a valuable adjunct to the Exchange in the field of accessories sales. From every town he visits Harry brings in a large order and many of his customers have been exceedingly small buyers in the past. Last week he sold over $300 worth in the tiny towns, thereby enabling the exchange to go over its weekly quota. In Maysville, Ky., on “Manslaughter,” among other stunts, Harry got the newspaper to publish as a serial, “I’ve Been In Hell,” by Jeanie Macpherson, relating that celeb’s jail experiences to get “atmosphere” for the De Mille sensation. Bill Danziger, Chicago, had most every proud parent in Rochester, Ind., sending the bright sayings of their youngsters into the newspaper by way of exploiting “The Bachelor Daddy.” The stunt was tied up superbly with the picture and gained front page prominence. And all for a $2 prize! Bill, how could you? Kenneth Renaud, Salt Lake City, arrived at Idaho Falls, Idaho, the day before Xmas to exploit “If You Believe It, It’s So.” This town has felt the effects of crop failure to a marked degree. Renaud noticed a newspaper interview given by a merchandise salesman stating that Idaho Falls was “dead” and it looked unlikely that it would soon revive. Ken immediately secured a tremendous amount of good will for Paramount and the Colonial Theatre by being interviewed himself and he spread the gospel of optimism and the return of the good old times. In this he worked in “If You Believe It, It’s So,” to marked advantage. The business men placed Xmas trees along all the down-town streets and when the populace woke up next morning they found tissue Xmas bells on all of them, each bearing a tag reading “Merry Xmas — This Year — the Merriest of All — ‘If You Believe It, It's So.’ ” Five hundred of these were used and on some of the larger trees, big bells with large painted signs. Ken donned a St. Nick costume and for two davs paraded the streets giving candy to the children. The exploitation was inexpensive and the Colonial did $100 more business than the high average they had anticipated. A Coming Artist This is the three year old son of Saul Schiavone, who is a member of our Home Office Art Department. He never misses his daddy’s PEP brought home each week and insisted on posing with the magazine in his hands. Saul Scbiavone St. Louis Accessories Doings ( Continued from preceding page) from the back. Or the entire card can be lightly coated with crude oil or some similar substance so that the light will show thru it readily, giving the original effect. The outside of the case can be gilded or painted over so that the entire outfit is neat and attractive. How many exhibitors do you know who could make great use of something like this and how many locations can you name offhand where he could put them? We do not expect to sell the outfit but any enterprising exhibitor can be shown how to make it at very slight expense. Boys, these things are examples of what can be done by trying. Collins is putting in some conscientious hard work and the results have shown up on paper. Where there’s a will there’s a way.