Exhibitor's Trade Review (Nov 1925 - Feb 1926)

Page 26 National Tie-Up and Exploitation Section Exhibitors Trade Review hake Hands an The Press Book OR in keeping with the theme of the picture, let's call it fTlHERE is a little story in the press book that tells about "Hands across the sea." The First National press the fact that every pound that Nita Naldi takes off in book on "Clothes Make the Pirate" is going to prove weight means added dollars to her salary. What a itself a real friend to you. There is nothing very elaborate corking idea for a publicity story, with a chance to interest in its makeup — but it sure has got the stuff in it. Six big the editor into getting up some sort of a reducing contest, newspaper pages of real, live, showmanship matter. Use Or perhaps you can work it out on a lobby idea, by putting it, exhibitors. Most of it was written and thought up with a free weight scale in your lobby, over which scale you can respect to the limited means of the majority of theatres in hang up a little placard with the copy as shown in the press handling their advertising and exploitation campaigns. book. Then there is the story on the new fad, The Pirate Wherever an opportunity presents . . hat, as introduced by Dorothy Gish. itself for you to get some free pub There is an opportunity for you to licity through tie-ups or through the ^am ^ Rork presents: break right into the woman's page in newspapers, it is a safe bet that the LEON FRROI with an^ °^ ^our ^ding newspapers, men who wrote this press book have M^LaKJL^ LJKKmWJ J_i Read through these newspaper called it to your attention. You'll nODOTUV /^"IQU • stories with an open mind. The find plenty of street stunts, ballyhoos U\JS\\J 1 11 I v»I»Jl"l m press book can't place them for you. of all kinds, lobby ideas, prologue ^^^^g All it can do is to give you the bare ideas, novelties — and most important -gg^ M^Oslp^it^^^^ facts in an interesting style. The of all, you'll get a fair idea of the g^^r*T^ -^'tf1* rest *s UP to y°u And you as a excellent line of newspaper ad mats (fp^M Wjm p f-jL -gffljf^i1 Pf^iW^' showman, ought to know how to and cuts that are available for use w^^Mm^^ WBfr^lll wSmM make the most use of them, on this picture. sSftiMl^ Y^9jmT*^~^^ Jl r> J AT AJ ™a andCapot fro gram Readers . Newspaper Ads ^H^m EL^l^ The Pr°eram readers are iust as It is probably hardly necessary to ""'T.'T important, especially if your theatre call to your attention the fact that Vf? to"h W p« Prmts a sort of a house organ, or fan you are entitled to get some free 11 \ /^^f 3\\ '^(,sh i"™p^ magazine (which, by the way is the publicity matter into the newspapers 8 A \\ f~y \k S3»piefc«fi3M greatest idea showmen ever adoptthat get your paid advertising copy. \\ wV ij «use oneSdaykLeon ^d) . Get the program shorts started Now, they are not coming around ^ifiL. frowned at it. just as soon as you book the pictures. your front doorstep to beg you for Vf^^^^I^Kj^v^ ffi&fa case -vou are 'ate *n &et^nS y°ur this free matter, You've got to call a J^w^rSwi^^^^^*^ mf\\^tei.MA Press book we are reprinting some of their attention to it— and make it J^':l¥^lW^^^m^^^^^ S«Lj^'«b the more pointed paragraphs, very clearly understood that you ex Start the ball arolling in a hurry! pect it. It pays. too. A column of 'mT)T^\}^^:Sk'^^^ fcdl T v , . . t. . free matter is of more value to you ^U*^ — ^(/^T^, „ „ tL , Leot *?ro\ ^°se* 7°-merdL antlcs have , r , i • ,1 A Tint notional Picture ^Sfe^ been the laugh hits of Ziegfeld stage pro than a column of ads, any day m the m'^VVV" u"nr m • ductions for years ha* finally been week— if the free matter is of an in Wlth Nlta Naldl> Tul,y Marshall, Geprge Marion draf ted as a sc^en ^ HJs fi/st star_ teresting nature. Adaptcd and m^ui by ring picture will be "Clothes Make, the That's another reason for reading marion Fairfax vmte, a side-splitting comedy of pirate thr nrPCc hr,nk pImqpW Tt rnntaint adventure just completed by Sam Rork the press book closely. It contains for First National It is booked for show. some very splendid newspaper read maurice tourneur inS at *e Theatre next er copy. The same applies to the Dorothy Gish plays oppo £or program reader3 1925's Comedy Supreme ™' — * Dorothy Gish has the leading feminine IK/f ~ L, „ T role in Leon Errol's first starring picture, IVlURe em l^UUgn ^ c * , "Clothes Make the Pirate," which is The line of nosters that are shown ^tte OUggCStS Another booked for the Theatre the line ot posters that are shown next Her role is that of a on the facing page are of a very in Here above is one of the many ads for shrewish New England housewife, and is teresting nature. There is a laugh newspaper use picked at random from the said to be the best Dorothy has ever done. in every one of them. They are the press book. Isn't it a corker? . . ' ' kind that will warm up your pros Do you realize that even if you were not to bifsam^FiS tltiaSTtZcZ pective aodience before they get to use the ad, the drawing and the copy matter "Clothes Make the Pirate," which is your theatre — and that's the greatest suggests some real exploitation ideas for your booked for the Theatre next thing that you can do. Get your use. Press book, or tieup section, every idea with Leon Errol, the audience into a receptive mood, and that is presented should suggest another to -1M£ staie T'u'^h ,f r"1 • , .,, u 4-u i • .j j , . fts with Dorothy Gish, Nita Naldi, and the picture will go over twice as big. that is presented should suggest another. other notables.