Exhibitors Herald (Dec 1919)

EXHIBITORS HERALD Butte, Mont., Exhibitor Accuses Opposition of Unfair Advertising The following letter from H. A. Albright, proprietor of the American theatre, Butte, Mont., Iiere reproduced verbatim, reveals advertising tactics which, if practiced as claimed, should be combated zvith the most stringent measures by the industry and every member thereof. Such methods certainly cannot be called showmanship. Sharp practice is a more fitting term. We have been unable to thoroughly investigate the charges made, for various reasons, chief among them the nature of the whole affair, which renders investigation especially difficult. But the fact that Mr. Albright requests that his letter be reproduced in its entirety seems to argue its authenticity. It is but fair, however, that we invite a communication from the Jensen-von Herberg organisation, the same to be published, as is this, unchanged. That zve do herewith. Exhibitors Herald Chicago, 111. Gentlemen: I am writing you of the happenings of the last week which, I am sure, will make interesting reading and at the A TIP TO THE WISE1 Oonf nn/llM aeOROC LOANE TUCKERS PARAMOUNTARTCRAFT SPECIAL production. "THE MIRACLE MAN" tuteung at the AMERICAN theater Nov. 17th.), with any inferior picture bearing a title FIXED to resemble it' WAIT TOR THE GENUINE! — Par' -tount Artcraft Picture Corp. RANK AND R-RANK When GEORGE LOANE TUCKER produced his PARAMOUNT ARTCRAFT SPECIAL, "THE MIRACLE MAN (to be shown at the AMERICAN starting Nov 17th ), he created a motion picture of the highest possible RANK— but— suppose some local ex hibitor, envious of "THE MIRACLE MAN"— of its greatness, should pop up mid say — "Why not change the name of the in ferior feature that I sham next Sunday— make the title resemble closely the genuine production, "THE MIRACLE MAN." and reap a quick harvest from the unsuspecting public?" That is ' RANK' mth the DOUBLE "R"! MORAL— P. T Barnam teas WRONG! BULLS-EYE VS. BULLS YOU When CEORCE LOANE TUCKER produced hi i PARAMOUNT ARTCRAFT SPECIAL . "The MIRACLE MAN" (It be shown at the AMERICAN theater starting Nov. 17th). he scored the high est point in motion picture perfection— thus hitting the BULLS EYE BUT— suppose some local exhibitor pops un and soys. "Why not lead the people to believe thai the inferior pit lure that I show Sunday is this great production. THE MIRACLE MAN?" 'How can I do it '—simple enough— instead of tut: erlising my picture by it's RIGHT name. I ll manufacture a name that will closely resemble the genuine.' I believe what P. T Barnum said'" MORAL— This exhibitor tuts NO Hulls eye— he Simply-JULLS YOU! Three of the boxes which H. A. Albright, proprietor of the American theatre, Butte, Mont, appended to his regular three-column advertisements to guard against the possibility of "The Miracle Man" being popularly confused with an opposition attraction. same time drive home a moral. This story might be called, "The Theatre vs. the Circus." First of all the facts in the matter. Our year of solid Paramount-Artcraft booking includes, of course, George Tucker's Special, "The Miracle Man." This production to be shown at our theatre, Monday, Nov. 17. Our opposition, The Jensen-Von Herberg Co., quickly realizing the established value of the title, "The Miracle Man," decided to beat us to it and make it work for them. Immediately they dug up a picture starring a chap that rares around and, in their eyes, DOES MIRACLES. This was a Universal production, "The Brute Breaker." In order show their crafty showmanship they manufactured a name of their own, "A Miracle Man" or "The Brute Breaker." Of course we heard of this almost as quickly as the plan was hatched and doped out our campaign of defense. The moment their first bit of advertising appeared on "A Miracle Man" I shot the scatter ads, four at a time and three times a day was the dose. In addition to this I administered a single pill at the conclusion of my regular ad; the first day I called this pill, "A tip to the wise." The second day, "Rank vs. R-Rank," the third, "Bulls-Eye vs. Bulls You." All the while we ran slides on our screen, nicely worded, but a direct expose of the deception. At ten o'clock Friday night we were surprised and pleased to greet Mr. C. L. Winston of Famous Players-Lasky's field force. Mr. Winston immediately picked up the phone and got busy with long distance. Now and then he spoke the words, "New York" and "try his residence," and I think I caught the name "Zukor," too. The following day we scoured the town for signs of advertising for "A Miracle Man," but all evidence HAD WENT. Neither were there any advance ads in the papers, on their screen, or in their lobby. INSTEAD, their big opening ad for the picture bore the unmistakable traces of the routing machine and, inserted therein was the true title, "The Brute Breaker." They had backed down entirely! Better publicity than this for a picture, I beleive, would be hard to get. For, something worth taking such a chance to steal surely must be good. And, I'm sure, Butte people appreciate this fact, judging from the comments and congratulations. Even the news kids on the street are talking about " 'Da Miracle Man,' 'Da REAL one." Thank you for the stories you have given my ads. I've been so busy that I haven't written my appreciation as each one appeared. By the way, I have another nice assortment that I will inclose. I'm sure glad to see the Herald forging ahead as it is. More power. Yours for more success. (Signed) H. A. Albright. 87 ********** An excellent stock border to have on hand for emergencies. Mats or zincs of any size may be made from this print. Convertible Ad Border From Vaudeville House Men who inherit fortunes seldom spend great sums in investigating the sources from which said legacies come. The fortune is the thing. Few human beings are seriously concerned as to right of possession. The fact is usually regarded as sufficient. It is not the duty of the exhibitor, then, to reject the very excellent stock border which is offered herewith because the Empress theatre, Denver, Colo., a vaudeville house, was first to use it. This organization, of course, deserves a certain thanks for the unwitting contribution. That is accorded herewith, for Exhibitors Herald and its subscribers. As the border appeared in a Denver newspaper of recent date it measured four columns in width. It is here reproduced in reduced size because the advertiser who wishes to adopt it can have his block or mat made from it as easily as from a larger reproduction. There are a good many reasons why every exhibitor should have a cut or mat of this style in stock. In the first place, it is a thoroughly worth while advertisement as it stands, with the insertion of house copy carrying the message you wish to deliver. "Where shall I take her tonight?" is a question that presents itself directly to the man but quite as strongly, though indirectly, to the woman. Both are interested, by force of natural circumstance, in the answer which, it is apparent at first sight, is suggested below the heading. Secondly, the ever-recurring emergency is readily met by use of the design. When, for any reason, there has not been time to plan your advertising campaign for a certain attraction, no better device can be found than a design of this nature, into which may be