The Moving Picture Weekly (1920-1921)

-THE MOVING PICTURE WEEKLY -25 Putting "The Peddler of Lies" Over Exploitation Aids : The suggestions on this page are presented with the idea of supplying the Ejdiibitor, with a few novel ideas in the exploitation of "The Peddler of Lies." Efficient exploitation is the surest way of catching the public's of arousing the public's curiosity and of drawing patrons into your theatre. Newspaper Advertising Aids One column scene cut and mats. Two column scene cut and mats. Three column scene cut and mats. One column Ad. cut and mats. Two column Ad. cut and mats. Three column Ad. cut and mats. Display Lines One-sheet poster (two styles). Three-sheet poster (two styles). Six-sheet poster. One announcement slide. One set of eight gelatine lobby photos, 11x14 inches, including title card. One set of eight Black and White photos. 8x10 inches, including title card. One gelatine display scene, 22x28 inches. One four-page rotogravured herald. The Mysterious Peddler. "The Peddler of Lies" is built around a strange peddler, in outlandish garb, who drives a rickety truck filled with his wares. This peddler's outfit can be duplicated easily for exploitation purposes. An old motor-truck, the worse looking the better, hung with pots and pans and other junk, inside and out, and driven by a younjr fellow in britches, roll puttees, a loose jacket, a colored scarf and a toque-like hat, complete the picture. The truck should bear a sign something as follpws: "Clamp," the Peddler of Lies. It can be used for the distribution of heralds. The pans and other objects used in filming the truck can be given away to theatre patrons. Suggested Tie-Ups The stirring climax in "The Peddler of Lies" is the struggle in the surf betwen Clamp, the Peddler, and Patricia Melton, a beautiful society crook. Dagmar Godowsky, who plays the role of Patricia, wears a shimmering black one-piece bathing suit in the scene. This suggests an attractive window display of the latest dare in bathing suits. The plot of "The Peddler of Lies" revolves about the famous Sulta,na Diamond, a gem of priceless value and legendary lore. Its I-rotection against theft supplies the motif of the picture. Arrange for a display in a jeweler's window of the most bizarre gem or imitation gem that can be obtained. Station guards on the pavement outside of the window. Watch Out for the Gypsy Peddler In exploiting "The Peddler of Lies" considerable attention can be attracted by basing your advertising around the mysterious peddler in the following fashion : "Look out! Clamp, the mysterious gypsy peddler, is coming to town. Keep an eye on your children. Lock your doors. The fellow Clamp says he is a peddler. Some say he is a detective. Take no chances, however. The mystery surrounding him will not be solved until at the Theatre." • The Master Sleuth "The Peddler of Lies" is a story of clever detective work in the rounding up of a band of high-class international crooks. Every policeman and detective will be interested in it. Arrange for a special showing for police officials and get their recommendation of the detective work in the fihn. Since there is a clever twist to the story almost at the end of the film which keeps the whereabouts of the Sultana a secret almost to the very last moment — try showing the picture to the police and stopping short of the end. See if any detective present can guess the truth of the whereabouts of the famous gem, before seeing the end of the picture.