The Moving Picture Weekly (1916-1917)

-THE MOVING PICTURE WEEKLY -37 g|inilClfC¥B A DEPARTMENT OF ADVERTISING SUGGESTIONS FOR THE BENEFIT OF ALL EXHIBITORS ^HE LAIR OF THE WOLF," the new Butterfly feature, offers an excellent opportunity for teaser advertising. Hire a njan to paint the imprint of the sole of a shoe along the sidewalk for the radius of about a block or two on either side of your theatre. At regrular intervals along the imprints, the following words are to be painted: "Follow — the — footprints —to— 'The Lair of the Wolf.' " The footprints should cease about twenty yards on either side of your theatre, until the day on which the Butterfly production is presented. Then they are to lead right into your house. A variation of this idea, one that would attract considerable attention Bluebird Ideas UJlN "Mr. Opp," Alice Hegan Rice, 11^ mi author of "Mrs. Wiggs of the Cabbage Patch," wrote one of her most popular stories. In screening it. Bluebird has made full use of the wonderful material it contains. Therefore the exhibitor who advertises it properly is sure to get the double benefit of the publicity value of the Bluebird reputation and Mrs. Rice's name. Your newspaper ads, providing you use more than a mere day-and-date announcement, should dwell upon the faft that "Mr. Opp" is the story of a successful failure — that is an inspiration to those people for whom luck has never broken properly, and a source of genuine entertainment and amusement for folks in general. The fact that the story is so popular in book form will help you. Call on the local book dealers and urge them to arrange window displays of the book. It would be worth your while to present the book merchants with one-sheet posters and photographs, for window display, since these would call t/ie public's attention to the fact that you are showing the production at your theatre. Also get in touch with the local librarians. You could easily arrange to have them prut up a little card in the reading-room telling that "Mr. Opp" is to be shown at your theatre. For that matter, you can clinch this by inviting the library attaches to attend the showing »s your guests. This would assure you of future cooperation. Get hold of a short, slim man and to your poster advertising, would be to have the footprints and the legend commence about 200 feet away from your billboards and then lead right up to them. If you do much billboard advertising, this stunt will enable your boards to get more attention than would otherwise be the case. If you are battling against considerable competition, the following idea would help you get the crowd a-coming to your theatre and impress the folks with your desire to please. Hire a Ford bus, and along the dress him in neat, but shabby, clothes. Instruct him to strut through the streets in a self-important manner. Have him stop every person he meets and hand out a business card, reading as follows: "MR. OPP" Journalist, Real Estate Promoter, Insurance, Ladies' Shoes Can be seen at the (name) Theatre on (day and date). Mr. Exhibitor — The letter below, multigraphed and mailed to the people in your community, will help you create interest in this Bluebird production. You can also use it on ordinary circulars, or, if newspaper space is cheap in your community, in your newspaper ads. Your Bluebird exchange will be glad to give you the fullest co-operation in putting "Mr. Opp" over. BLUEBIRD PHOTOPLAYS, Inc. Dear Friend — Some men spend sides fasten banners containing the legend "Free ride to 'The Lair of the Wolf,' wonderful Butterfly Feature at the (name of your theatre)." Put a gong on the bus and then have the chauffeur slowly drive all through the neighborhood. The bus could also be made to do good work in the territory which you have regarded as being just a little too far away from your theatre. Joseph Girard, the star who scored so pronounced a success in "The Voice on the Wire," and Gretchen Lederer, one of the most beautiful stars in filmdom, are featured in this production. Mention these players prominently in your advertising and get the benefit of their popularity. for "Mr. Opp" their lives in the valley, and some are bom and die on the heights. It was Mr. Opp's fate to climb from the valley to his own little mountain top of prosperity, only to have to climb down on the other side. This is how the principal character in the wonderful Bluebird Photoplay, "Mr. Opp" is introduced, and the moment his face appears on the screen, you'll say to yourself, "Why, I know Mr. Opp." Every one of us knows him. Many of us have him right in our families. He's good-natured, cheery, optimistic, with a heart of pure gold. There's only one thing wrong with Mr. Opp, and that's his luck. You've seen it at work. No matter what he attempts, proves a failure. Things simply insist in turning out wrong. Try as he will, misfortune and blunders follow in his wake. In "Mr. Opp," which is to be shown at this theatre on (day and date here) Bluebird has screened a story of plain folks like you and me. It's human — and therefore supremely interesting. In addition to recognizing Opp himself, you're going to know Jimmy Fallows, the Widow Gusty, her daughter Guinevere, and poor little Kippy. See this picture and live with the characters in the story. Your heart will beat with sympathy for Opp, your eyes will dim because of Kippy and your whole being will feel the thrill of delight that the unexpectedly happy ending causes. Come and bring the folks with you. Sincerely (Manager).