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DAILY
Sunday, July 21, 1918.
Play Up Star and Miss Nilsson and Emphasize Spy-Mystery Angle
The Box Office Analysis for the Exhibitor
Bert Lytell in
"NO MAN'S LAND"
Metro
This isn't the kind of a picture the title suggests, but it may get some business. It wasn't long ago that war stuff drove business away, but the tide has turned since America got into the scrap and the G. P. seems to be eating it up. However, the title, "No Man's Land," suggests actual war stuff on the other side, and this is purely a spy story, happening entirely in America, and contains no actual battle stuff. I would make this clear in my ads, because I think the spy-mystery meller will pull more business generally.
Although Bert Lytell has not yet established himself as a star to the point of a box-office value on his name, he has created quite a following in various productions in which he has appeared and certainly shows enough promise as a comer to warrant your making quite a little noise about him. He appeared in "Empty Pockets,"
and if you played that production, I would mention the fact in my ads, so that your folks will connect him with his previous work.
Anna Q. Nilsson also appears to excellent advantage in this, and she is a very good-looking "gel." Use her photos prominently.
You could use some catchlines like this : "Did you know that we had a 'No Man's Land' on this side? That's the name of an un-charted island where Bert Lytell routed a gang of German spies off the Pacific Coast."
Because of the fact that Bert is a good-looking feller, you might use a good cut of him in your ads with a caption : "This is Bert Lytell. He just came into prominence recently, but after you've seen him in 'No Man's Land,' you'll want to see him again."
Tell them that this contains no battle stuff, being a film showing the workings of German spies on the Pacific Coast, enacted by a likeable cast and containing some delightful comedy touches.
IT
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To The Buyer of
Foreign Rights
Offering the buyer ofjoreign rights, in addition to a catalogue of proven merit that intangible something so necessary to every successjul transaction — GOOD WILL. To buy through Robertson-Cole means that you are dealing with a house oj many years of Practical experience in the export field, whose financial standing is unquestioned and who maintain complete depart??ients for the projection, exploitation, sale, shipping, collecting, insurance, etc., of film — in fact a house whose duties barely commence when the sale is made — that 's Part of the SER VICE offered by
Robertson-Cole Co.
World Wide Film Distributors 1600 Broadway Film Department New York