The Moving Picture Weekly (1919-1922)

Vjj. 15 APRIL 1, 1922 No. 7 LAEMMLE OFFERS PRIZES FOR BEST SERIAL EXPLOITATION THE latest step to be taken by Mr. Carl Laemmle, president of the Universal Film Manufacturing Company, in his campaign to make the chapterpicture a feature production, is a widespread plan to stimulate the exploitation of serials. He has just announced that he, personally, will give $50 to each of the four exhibitors each week during the next four months who put over the most effective and original exploitation for the new Universal serial, "The Adventures of Robinson Crusoe." Mr. Laemmle's offer also contemplates gifts of $450, $300 and $200 each month to the best three out of the sixteen exhibitors who have merited the $50 gifts for that month. The film magnate's offer, for the entire four months' period, totals $7,000, and will effect 64 exhibitors. <*T HAVE made a thorough study of the serial field durI ing the last twelve months and I am convinced that I am right when I say the serial soon will be as big a feature as any special production, and that it will be exploited with equal care," says Mr. Laemmle, explaining his offers to exhibitors of the "Robinson Crusoe" serial. "I know that in the making of 'The Adventures of Robinson Crusoe,' as much care is being taken in the costuming, in the settings, and in the customs of the period as ever has been taken in any feature. Also, Universale experience with its two previous high-class serials, 'Winners of the West' and 'With Stanley in Africa,' has absolutely proved there is a great demand for feature serials. The very people who formerly leveled the most criticism at the serial form of motion picture, have stood solidly behind Universal in the exploitation of our thrills-fromhistory chapter-pictures. I am referring to school superintendents, teachers, preachers, educators and parents. I 7ITH the awakening to a full recognition of the y y great educational as well as entertaining value of high-class serials, such as Universal is now making exclusively, there has come an increasing appreciation of the value of exploiting a serial properly. I have learned that many exhibitors got behind 'With Stanley in Africa' with the same zeal they put behind super-films. "By offering bonuses to exhibitors who go out of their way to put over 'The Adventures of Robinson Crusoe' I hope to stimulate interest in proper serial exploitation. 1 believe that it may help many exhibitors to learn how successfully a serial may be presented to the picture public. I mean that by properly exploiting a feature serial, business can be increased just as surely and as completely as by the exploitation of any picture. 66T WOULD like to convince many exhibitors that serial [_ exploitation is worth every cent they put into it. When one considers that the bulk of serial exploitation should come before the first episode, and that its effect runs over the entire showing, or eighteen weeks, the cost per episode of such exploitation is not large. "Because of this fact, serial exploitation really is more effective and gives better returns than exploitation given to regular features. This is the lesson I want to drive home to exhibitors. Exhibitors who balk at costly serial exploitation do not stop to realize that their outlay really is an investment — payable in weekly returns." Mr. Laemmle's offer is unlimited, it is explained by Universal. Any exhibitor booking "The Adventures of Robinson Crusoe" may receive one of the cash gifts. All he has to do is to send his name to the Contest Manager, Serial Department, Universal Film Manufacturing Company, and when he has put his exploitation over, he must send in a description of it, with a photograph of himself, and also of the exploitation, if possible. THE various exploitation results submitted will be judged by a committee of exploitation experts at the Universal home office, and the results announced in the Moving Picture Weekly. Four exhibitors will be selected each week to receive $50 each, judged by the effectiveness, originality and adaptability of their exploitation ideas. When sixteen have been selected for the month of April, the best three will receive additional cash gifts of $450, $300 and $200, respectively. Similar gifts will be distributed in May, June and July. This means that in each of the four months, one exhibitor is sure to receive $500, another $350, and a third $250, besides those who receive {Continued on Page 40) Sum of $7,000 to Go to 64 Exhibitors Who Use Effective and Original Ideas With "The Adventures of Robinson Crusoe"