Paramount and Artcraft Press Books (1918)

ADVERTISING SUGGESTIONS FOR “ FLARE UP’ SAL.” LOBBY In the lithographs on “ ‘FLARE-UP’ SAL” you will find some splendid DISPLAY opportunities to make cut-outs of Dorothy Dalton, who made such a success in “The Flame of the Yukon,” and “The Price Mark.” This photoplay hinges on the experiences of Sallie Jo (Dorothy Dalton) who, in the mushroom towns of California, at the time of the discovery of gold, is won by a gambler, dances in a camp saloon, marries an outlaw who reforms while pretending to be a minister and carries the star away to a different life. It gives Miss Dalton an opportunity to display all of her charms under varying conditions from dance room to reception hall, and furnishes you with unlimited opportunity for Lobby Display; not only have you cut out 24’s and other lithographs, but a reproduction of the Redwood Forests in which this photoplay was taken. WINDOW Get your Department Stores, after they have read this Press Book through DISPLAY in order to get an idea of the story, to bestir themselves on the Window Display, which will either emphasize the Redwoods with suitable costumes for women or dancing costumes or ball room gowns. In the windows suggest that there be a cut out or a photograph or some picture (perhaps a 22 x 28 enlargement) of Dorothy Dalton herself. Give a prize for the best Window Display in your town, featuring this photoplay or Dorothy Dalton herself. NEWSPAPER Have a photograph taken of the Window Display which wins the ADVERTISING prize; have same reproduced in your newspaper advertising, together with a story about the contest, the prize winner, and, if possible, the window dresser who did the work. This will stimulate your window dressers in your town to further efforts on the next photoplay to come. STREET If you were to cut out some 24’s and some 6’s, two of each, placing these DISPLAY around a small automobile, illustrating the scenes in this photoplay, you might make of this perhaps as attractive a street float as through any other method. If you are living in a town where an old-fashioned coach and four are available, you could use this method of street display to advantage. The story has all the romance and color of the early days of ’49, so that any idea which will convey the psychology of this picture will be of advantage to you. CAR If possible, use the cut for your car cards that you use in your newspaper ad CARDS vertising so as to convey a double impression of the excellent window display which we trust you will be able to obtain through your local stores. Don’t let any meager success with your first attempts at this window display disappoint or discourage you, because as soon as you get your merchants to selling more and more goods through the display of scenes which are suggested of the photographs in your theatre, you will begin to find that the proposition is like a snowball, — it gathers weight and force with each revolution. THROW If the circumstances in your town permit, take the advertising from your A WAYS local newspaper, have this reproduced on slip sheets of varied color paper (bright colors particularly appeal) and have these distributed to the children at your schools as they come out at recess. We have seen a matinee increased 300 per cent through this very simply method, which will probably cost you less than a $5.00 bill. For Further Suggestions Write to THE EXHIBITORS’ SERVICE DEPARTMENT 485 Fifth Avenue, New York 7