Motography (Jul 1918)

July 13, 1918. MOTOGRAPHY 79 Clever Methods of Advertising PUBLICITY THAT MAKES FOR PROFITS Thrift Stamps for Admission, New Idea Georgia Exhibitor to Devote Day's Receipts on "For the Freedom of the World" to Uncle Sam COINS will not be accepted for admission to the Bonita Theatre, Canton, Georgia, on July 8, when J. B. Stone, the proprietor, will show "For the Freedom of the World." Every person, man, woman or child, who enters the theatre on that date will have to leave a 25-cent Thrift Stamp with the ticket-taker. Mr. Stone hit upon this scheme as the only advertising device worthy of a production that he believes will be hailed by his patrons as one of the best. "When I sat down to study out an exploitation plan for this production I found so many angles to be developed that I almost despaired of choosing one of dignity and strength sufficient to match the story," Mr. Stone writes to Goldwyn. "Then in a flash came the Thrift Stamp idea. Why not Thrift Stamps for the freedom of the world? That's the aim, isn't it? "The stunt means, of course, that I have promised' to devote what may be the largest day's receipts of the summer to Uncle Sam. But I'm glad to do it, because when I saw that picture in your Atlanta exchange I realized more vividly than ever before why this country is at war with the German kaiser. I wish I could run it a week and make the admission a $5 War Savings Stamp instead of a two-bit Thrift Stamp." Goldwyn reports that demands for repeat dates on "For the Freedom of the World" are becoming so widespread that it has been necessary in many instances to deny exhibitors the privilege of playing the picture until their competitors in adjoining territories have been served. Urges Persistent Advertising C. A. Metzger, manager of the Portland branch of Universal, doesn't intend to allow summer to interfere with business. A firm believer in the idea that business will come to him who goes after it hard enough. Metzger has been preaching this gospel in a letter to exhibitors. "Old Sol plus the gentle breezes of summer and good roads inviting everyone who owns or can borrow a car to stay outside, is a combination that the theatre man views with annual alarm," the letter says, "and usually the summer 'dull season,' so called, is accompanied by an outbreak of retrenchment. "Which may be well and good — but in a big percentage of the cases the retrenchment starts in on the advertising end of the budget, which is just where the pruning hook should be applied last of all. "If you want 'em inside, you've gotta convince 'em you have something there that out-lures the sun and the wind and the call of the outdoors; and you can't convince 'em by curtailing' your advertising. "The summer dull season doesn't have to be so all-fired dull, unless the exhibitor helps it along by lying down on his crowd-getting activities." Fine Oklahoma Theatre Opened The new Majestic Theatre, Tulsa, Oklahoma, one of the most beautiful playhouses in the Southwest, was formally opened last week with Mabel Normand in her new Goldwyn picture, "The Venus Afodel," as the first attraction. Due to the alert advertising and clever showmanship methods of B. F. Rothstein, energetic manager of the theatre, the first show brought out almost every "fan" in Tulsa, besides many from the small towns adjoining. Weeks in advance of the opening date, Manager Rothstein had a large force of bill posters at work plastering Tulsa and towns and villages within a radius of twenty-five miles with attractive 24sheets of "The Venus Model." And Mr. Rothstein was just as liberal with the two newspapers in Tulsa. For ten days preceding the opening, halfpage ads on the beauty of the new playhouse and the excellence of the initial attraction were given prominent positions in both papers. As a result the Majestic received very liberal publicity on the play and the star. Manager Rothstein also made the most of his exploitation possibilities. He engaged a beautiful girl to pose as "The Venus Model" on a float fitted up to represent a bathhouse at the beach. The float was stationed in the public square and was viewed by thousands for two days before and all during the engagement, which lasted four days. The lobby also was transformed into a scene of bathing beach splendor. Advertising novelty used by L. A. DeHoff of the Garden theatre at Baltimore to exploit "My Four Years in Germany." Mr. DeHoff reports that the stunt attracted large crowds and in spite of the extremely hot weather the picture smashed all house records. New Emmy Wehlen Film "His Bonded Wife," a five-act romance by Lois and Arthur Zellner, has been chosen by Maxwell Karger, Metro's manager of productions, as the next starring vehicle for Emmy Wehlen. Miss Wehlen recently completed "The House of Gold," by Katharine Kavanaugh. Charles J. Brabin will direct the new production, assisted by Alfred Raboch. June Mathis prepared the scenario. Miss Wehlen will play the part of a fashionable girl upon whom society has palled. She decides to go away somewhere and just be herself. Accordingly she sets out for a beach resort where persons not overburdened with wealth are accustomed to find amusement and relaxation. She finds both — and also a young man who means a great deal t© her future.