Exhibitors Herald (Apr-Jun 1920)

56 EXHIBITORS HERALD April 3, 1920 Sanctions Church Use Of Griffith Feature Opposition from ecclesiastical sources has long concerned those who have at heart the best interests of the motion picture. The attempts made to bring church and theatre into accord have been as varied in nature as in measure of success. Such persons, and they make up the reading element of theatredom, will be interested in the following account. "Broken Blossoms," D. W. Griffith's United Artists' production, was recently exhibited at the Universalist church, Bridgeport, Conn., on Young People's Day. The event in itself is worthy of record. It marks the adoption by the clergy of a powerful sermon in film story form that was and is primarily a theatre production. Further interesting information has to do with the editorial comment made by the editor of the IVatcrbury Herald. The accompanying illustration shows the page upon which it appeared and the illustration used. The comment, in part, follows: "If Christ would come to Bridgeport tonight and sec the moving picture :n the Universalist church it seems to me that He would say, 'How I wish I might have had such a means to assist me *n preaching my sermon on the mount.' Do not worry or be shocked if modern churches are using moving pictures to drive home the teachings of Christ. "Christ Himself would be happy to know that moving pictures are being used to teach men to love their neighbors, not to bear false witness, not to murder, not to commit adultery nor to steal." There is little to be added, unless it be to say that the screen has gained l>y the editorial, as well as by the fact of the presentation. New Publicity Stunts Used for Sister Stars Publicity for screen stars is advertising for exhibitors. It is advertising of a nature which the individual exhibitor cannot obtain. And it is advertising which costs the exhibitor nothing in time or money. Those responsible for publicity of this sort should receive the commendation and co-operation of the exhibitor — the man in whose behalf the enterprise operates. A number of big publicity deals out of the usual run of routine advertising have just been put over for Norma and Constance Talmadge by the publicity department of the Talmadge Studios. As the newspapers and magazines have been used rather extensively in the past to advertise the Talmadge sisters, Jos. M. Schenck, president of both companies, is desirous of having his stars get a new kind of space — material out of the old beaten tracks. One of the stunts just put over is the reproduction of the beautiful painting of Norma Talmadge by the Japanese artist, Vargas, now on the cover of the February Theatre Magazine, as a one-sheet and a three-sheet on fifteen thousand stands erected along the most important railway routes by that publication, advertising their motion picture department. Hundreds of color reproductions of this cover are now "being distributed through the First National Exhibitors' Exchanges for extremely attractive displays in individual theatres, and smaller cight-by-ten black and white photographs are free to any exhibitor who cares to write for one to Beulah Livingstone, Publicity Representative, Talmadge Studios, 318 East Forty-eighth street, New York City. A beautiful full page in colors of Constance Talmadge. painted by the wellknown artist, Haskell Coffin, will appear This drawing of Norma Talmadge is being used extensively for publicity purposes. in the April issue of Pictorial Review, which will be on the stands March 20, and thousands of reproductions of this color plate will be distributed for lobby displays. ■ Two new songs have just made their appearance bearing Norma Talmadge covers, and dedicated to the star. One, "A Daughter of Two Worlds," is written by Paul Sarazan of First National, as a tribute to "the premier emotional star of the screen" in her recent picturization of Le Roy Scott's novel. The music is by M. K. Jerome and the song is now published by Waterson, Berlin & Snyder company. It will be used as part of the music cue sheet with "A Daughter of Two Worlds." The other song hearing a cover in colors of Norma is "Fairy Castles In the Sky," a waltz song, with both the lyrics and the music by Byron G. Whittier. It has just been published by the Metropolitan Music Publishing Corporation. Another deal for Talmadge publicity has just been closed with a big silver frame manufacturer, whereby a million Constance Talmadge autographed pictures and 500,000 Norma Talmadge pictures will be used in these frames as an advertising display in many big department stores from New York to the coast. Use The Phone Use of the telephone to inform steady patrons of a particularly noteworthy program has decreased in the last two or three years. The only legitimate reason for this is voiced by exhibitors in cities where the telephone company has forbidden the practice, and these are, of course, exempt. But the exhibitor who is confronted with no such lack of co-operation is missing a decidedly worth while opportunity when he neglects to carry out the work upon the ground that "It's too much bother." In every city department stores employ women to sit in their homes, call up selected numbers, and give information regarding current sales, bargains. Unlimited service phones are installed in these homes for this purpose and a suitable salary paid, the advertising value of the idea thoroughly justifying the expense. It is unnecessary to point out the good points of the telephonic advertisement. A reminder should be sufficient. t „,l i WATERMJRY HLRALD [ Christ *nd How/yr Pictures il-, nlvc u> I* ■ V. in. • Its el. .no ■ inn » r-/T» SERMONS CAN BE PICTURED AS WELL AS PREACHED A reprint from the Waterbury (Conn.) Herald, in which editorial sanction is given the fusion of interests by church and screen. "Broken Blossoms" was the play that called forth this comment.