The Moving picture world (January 1924-February 1924)

January 19, 1924 MOVING PICTURE WORLD Harold Bell Writfifr 215 J//i$ Powerful Mb, POWERFUL NOVEL >jfi This Powerful Nove^ John Bowers Marguerite de la Motte Ibrrest Robinson Robert Frazer and Oeorgc Hackathornc WHEN A MAN S A MAN HAROLD BELL WRIGHT 7ir*t Hationat Attraction the main idea of a well-known story and famous author were emphasized by the size of type in which they appeared." The reduction of poster-making principles to definite, concrete rules is one of the most valuable pieces of information that has been given advertising men for a long while. Mr. Yearsley is working along these definite lines in the establishment of his own poster department which includes not only the production of all of First National's paper but also the building up of a new business enterprise. Jhis Powerful Nov^ 17/r* 3/>>c mifo&tttStlUrs Metro has just issued the press sheet on "Scaramouche." In this particular instance we are inclined to endorse the estimate of the campaign sent out by the press agent, who states: "It leaves nothing to be desired. It is most comprehensive and contains everything that the exhibitor could possibly need, including the finest of publicity stories, exploitation ideas and advertisements." Speaking generally, the press book consists of thirty-six pages packed with advertisements, publicity stories, exploitation material, cuts, cartoons, reviews, praise from notables, illustrations, etc. Any exhibitor in the world should be able to find in its pages just the sort of thing that would make the picture a success in his own particular locality. And to sew it all up, the press agent winds up his story with the statement that "Metro makes the announcement that every one of its exchanges and the home office are ready at all times to assist in any campaign on 'Scaramouche,' as they are ready to assist in the campaign on any other Metro picture." WE are in receipt of the following letter from E. N. Prescott, head of the Prescott circuit, and particularly head of the Town Hall, Union, Me. : "In a recent issue of Moving Picture World I was much interested in an article on advertising material and makeup, with a request to hear from big and little exhib itors and their idea as to what means of advertising brought best results. "I am setting forth this point as I see it from the little fellow's stand. I have small towns where the newspaper is not quite the proper thing at all times — not large enough to work a 'ballyhoo' — and so have to depend on a few boards or a herald or flyer. "Did the small town movie man ever pause to think of the gold dollars one of these inexpensive pieces of paper will bring him when gotten up with a snappy idea which at once creates a desire to see the show? The Proposition "Here is the proposition if you want this type of advertising on the average program feature: You order a given amount of this material from your exchange along with other advertising accessories, and word comes back, 'We do not carry heralds in stock.' While there are some exchanges that carry them on the Specials, they have none on the lowly program feature — which I suppose they think don't need to be advertised or isn't worth advertising. (If the latter be true, the exhibitor should never be asked to purchase pictures of such low quality.) "I know from experience that when 1 pack my houses there are always good, live heralds which have been faithfully delivered to every house in town. On occasion I have had to have my printer make heralds on regular program pictures — for the reason that the exchange did not furnish them and that heralds were the one lacking link in my advertising chain which would bring the. shining coins to my box office. Trouble Getting Cuts "Again I have often ordered a quarterpage scene cut which would make a wonderful circus herald — and the reply comes back, 'We do not carry anything larger than two-column cuts in stock.' "I claim the small town chap can increase his admission 50 per cent, by the use of a* good herald which shows some of the scenes from the picture and a good line of talk which honestly sells and not oversells the picture they expect to see. This builds confidence. Confidence plus exploitation and you have reached your cherished ideal — a well-filled theatre. "In closing, my one wish is for good heralds on any picture that is worth exploiting." WE sincerely ask every advertising man' in the business to read that closing, paragraph again — and again. Thanks. A FILM man of our acquaintance raked" us over the coals the other day for paying so much attention and giving somuch space to posters. He told us that,, after all, it was the picture that counted— and if a picture was good the accessories didn't make so much difference. Our only answer to him was the request that he stand on the sidelines in an exchanges.ome day, and listen to what exhibitors had to say about the quality of pictures — and posters. It's our own private opinion that as many ordinary pictures are booked on the strength of good posters as good pictures are booked.' on the quality of the pictures themselves.