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November 28, 1925
National Tie-Up and Exploitation Section
Page 19
AN EJ7ENTIAL PART
OF
MILADYlf DRE//
essential as Leon Crrols funny Clot~hes in
ClOIHES MAKE THE PIRATE
A LAUGH FROM START TO FINISH. All Week
STRAND
Clothes
for the Pirate
Jewels
for the Woma
COME IN AND VIEW OUR SELECTION --
|| Gentpare it with the Jewels of Mta Midi in u
CLOTHES MAKE THE PIRATE
AT THE STRAND ALL WEEK.
The Jeweler's Treasure Chest
Dig in Deep With a Merchandising Shovel and Scoop Out Bright, Shining Profits
]Y7 ita Naldi, bedecked in pearl necklaces and exquisitely i_\ wrought bracelets, adds a scintillating appeal to her appearance in "Clothes Make the Pirate." This should find ready favor in the eyes of the showman with the knowledge of exploitation values in these ornaments.
Take the subject of the pearls. The jeweler had learned by experience that the appearance of pearls in his window immediately draws the attention of feminine passersby to his wares. Pearls, since time began, have never failed to excite the feminine mind. There is a mystery and romance to their very appearance that is intriguing
Offer the jeweler an opportunity to augment this natural
T1 HESE axioms about the worm turning, and the long lane that has no turning, must have more than a grain Df truth to them, for they certainly work out with a vengeance in "Clothes Make the Pirate."
The photo to the right shows Leon Errol in the role of "Tremble-AtEvil." Tidd the man who was veritably afraid of his own shadow, finally rising to the aspired heights of a daring buccaneer of the Spanish Main. Furthermore, after defeating a naval ship to the best pirate's taste, among his prisoners he finds his own wife. The same, who only a few days before made life miserable for him in biting, hen-pecking fashion.
Then, there is the defeated commander's pretty lady, friend, who had previously made Tidd a laughing stock. Last, but
drawing power by allying the beautiful commodity to the figure of a well-known star, and you have a device infallible in its power for bringing store-keeper and exhibitor mutual profit.
THE women — and the men too — will immediately be ar rested by the sight of Nita Naldi's picture in the window. They've learned that her appearance anywhere is synonymous with interest, intriguing human interest. Get this over to the shop-keeper, to every shop-keeper who sells jewels, trinkets and other commodities that embellish the feminine appearance with exotic appeal, and you have a co-partner that will help measurably to sell your film.
not least, in the abject trio, is his own neice, whom he had tried to help in a marriage to his best friend, but which affair his wife spiked.
And now here were the three in his power, and, oh, but didn't he lord it over them. All of which preamble is a fine suggestion as to how these incidents might be capitalized in an exploitation way. Why not make a popular dscussion about the "Worm Turning." Why not, also, a prize essay contest, for men, in which the contestants tell what they would do were they in Tidd's place. An essay contest, with the subject, say: "How to Cure Henpeckers," would undoubtedly catch the public fancy, and offer some human interest material for the local paper to work on; ..