Exhibitors Herald (Dec 1919)

EXHIBITORS HERALD Goldwyn Opens National Newspaper Advertising Campaign December 1 Twenty-Two Press and Service Representatives to Co-Operate in Drive Using Most Important Dailies Throughout Country Everything is set for Goldwyn's great national newspaper advertising campaign. The first gun will be fired on Monday, December 1, with display advertisements appearing in many of the country's leading newspapers. Thereafter Goldwyn copy will be kept constantly before the eyes of millions of readers. Details concerning Goldwyn's campaign in the most important daily publications in the principal cities and towns in all parts of America are particularly interesting. They reveal how far sound business methods have come to be applied to the motion picture industry, which too frequently heretofore has been haphazard in its advertising. Press Representatives Co-operate Genuine "service" advertising aimed to benefit every exhibitor showing Goldwyn Pictures, is the objective of the campaign, planned and executed by the Seaman Advertising Agency, Inc., and Ralph Block, director of advertising and publicity for Goldwyn. The plan, as it is being placed in operation, is made feasible through the co-operation of Goldwyn's twenty-two press and service representatives located in the various exchanges. These men will play an important part in the actual placing of the advertisements and in tieing them up with local exhibitors. Every exchange is supplied with a complete set of the electros prepared for all Goldwyn Pictures, and with a list of 'he newspapers selected by Goldwyn to carry to copy that in each instance advertises a Goldwyn star, a Goldwyn picture and leaves space for the insertion of the name of the theatre at which the film will be shown and the date of the presentation. When a production is booked in a certain town, the newspaper advertising will be launched at that time and in a way that will bring the greatest immediate benefit to the exhibitor showing the picture. Instead of confining the advertising to the paper that can be expected to reach only a part of the community, every important daily in that section will carry the display copy. Expect to Reach 30,000,000 The Goldwyn plan, that is unique and marks an important step forward in giving the theatre manager real co-operation in bringing his house to the attention of the public, has the great advantage of timeliness. The combined circulation of the newspapers on the list to carry the copy during coming months, indicates a reading public of over thirty million, and this audience will be told just where and when the Goldwyn pic tures being advertised may be seen. This is direct advertising in which there is no wasted appeal. Charles Irving Fletcher, known as a writer of forceful advertising is countrywide, has prepared distinctive copy, bringing out the salient points of each Goldwyn picture in a manner expected to catch the attention and arouse the interest of the average newspaper reader. The text and tone of the advertisements is in keeping with the aim of the Goldwyn Corporation to establish its product as typifying "the highest point in artistic photoplay production." "The Copperhead" With Barry more Completed The filming of "The Copperhead," adapted by Charles Maigne from the play by Augustus Thomas, with Lionel Barrymore in the stellar role, has been completed at the Fifty-sixth Street Studio of the Famous Lasky-Players Corporation. This is the biggest picture ev:r made in the East. At present the picture contains 400 scenes and when it is released as a Paramount-Artcraft special production, it will probably run eight reels. Mr. Maigne, who adapted and directed the production, is busy cutting it, after which he will go to California to film "The Fighting Chance," by Robert W. Chambers. BUCK JONES Who has been signed to star In n series of thrillers for Willinm Fox. Semon Comedy Shown At Capitol Theatre "The Head Waiter," the Vitagraph comedy starring Larry Semon, which is scheduled for publication early in December, was given a pre-publication showing at the Capitol theatre, New York, during the week of November 23. "Dew Drop Inn," Larry Semon's last previous contribution to the Vitagraph schedule, was used in like manner by the Rialto theatre, also on Broadway. Considerable gratification is felt by the sponsors for the comedies because of their use in these and other nationally prominent houses. 60 JOSIE SEDGWICK As Rose Hardy in the Goldwyn picture "Jubilo," featuring Will Rogers. Change in Mail Code To Benefit Industry National Association Sees Advantage in Proposed Amendments to Act The National Association of the Motion Picture Industry is in receipt of advices from its Washington representative to the effect that the Senate Post Office Committee has acted favorably upon the Steenerson bill, known as H. R. 6951, which authorizes the return to the sender, or the forwarding of undeIiverable second, third and fourth class mail matter. Congressman Explains Bill Congressman Halver Steenerson of the bill in the house, explained the bill in debate as follows: "There are two kinds of mail matter contemplated in the bill. The first is fourth-class matter of a perishable nature and of obvious value. It may be forwarded to another post office or, if undeliverable, returned to the sender, charged with the forwarding or return postage. "The second provision would cover second, third and fourth class matter, including catalogues, and authorizes the forwarding or return of such matter, charged with forwarding or return postage, provided the sender when he sent it originally placed on it a pledge to pay postage due in case it is forwarded or returned." Is Given Active Support The bill had the active support of Senator Charles E. Townsend of Michigan, the chairman, and Senator David I. Walsh of Massachusetts, a member of the Post Office Committee. It is obvious that under its first provision this bill will be of great benefit to motion picture companies. It is thought that its eventual enactment into law is assured by the action of the Committee on Post offices.