Associated First National franchise (Nov 1921-Apr 1922)

April 1 , 1922 First National Franchise 23 Highlights From the Mountain of Clever Stunts com AL RjrtWUoriafi^ \ rniM' 'a*. Dobbin "pulling'' for Urst NationaTai the Isis, Aspen Colo. Ulr.ljrst national comes to lifeUnique Theater TYtpls. TYlinn. , m" FIRST .*3M _ NATIONAL j t ! MlPICTURESjB®// floats used by Charley JTlcTnanus at the ColoniaUTacoma W)ash. ( cost about $15.) CL couple of clou) ns for JYlolLy O' I sis -aspen, Colorado. n$fsAy LL NEXT Wll IRS7NA7. W££#t Two street stunts for the Forum, Hillsboro, O., run of “The Paleface” and a glimpse of the joint lobby display on the Keaton howl and “The Rosary” SSSSm but he had arranged a tie-up with the Rotary Club that increased attendance by 300 at least. The picture, “ Lessons in Love,” had an appeal for the Rotarians, who on that night were entertaining their wives at a banquet. McMahon arranged with the Rotarians to include a visit to his theatre in the evening’s program. The admission was assessed against each member as part of the cost of the evening’s entertainment. Another stunt which McMahon employed was a boy to walk through the streets on the evening of Saturday, February 18. with a sign on his back, reading as follows: “ There are 52 Weeks in the Year But Next Week is First National Week at the MARLOW ” McMahon, who found that his business for the week showed a real profit for the first time since last March, also is contemplating several “ First National Weeks ” in the near future. Wins Against Big Odds HE following letter, written by E. A. Keen, assistant manager of the Oxford and Criterion theatres, Oxford, 0., tells one of the most interesting stories of success against great obstacles that has come to light. It’s worth reading thoroughly : In a small town of only 2,000 inhabitants and a college town at that and no daily or weekly newspaper of any kind to help you out, an exhibitor has a hard time putting any week over. We have two small theatres here, “The Oxford” seating 350 and “ The Criterion ” seating 225. But we put First National Week over with all the competition we had. We were the first exhibitors in southern Ohio to sign up for First National Week. From that week on, on the bottom of our programs we reminded the public that February 18th to February 25th was to be First National Week all over the United States. Two weeks before the big celebration we told them what we had coming. Norma Talmadge in “ Love’s Redemption,” shall Neilan’s production, “ Bits of Life,” Sennett’s comedy “ Made in the Kitchen,” M. Stahl’s production, “ The Song of Life ’ Marshall Neilan’s production, “The Lotus Eater.” That is the week we found out that we had to hustle, for the college had put on an extra basket ball game for Wednesday, February 22nd, and another big basket ball game for Saturday night and on Friday night the boxing professor was going to put on ten boxing bouts and the Mother’s Club was going to put on a home talent play for two nights, so we were up against it for opposition. I do not think any exhibitor in the country had anything to buck like that. So we had to get real busy at once. We got heralds from the First National exchange, had our program printed on it and started a guessing contest among the college and public school. Also got plenty of paper from the exchange and covered our fronts with it. All the roads coming into town were so bad that machines could not travel, so we could not bill the country. I dug up an extra bunch of musicians and gave them something extra. So when the week was over, First National Week had been a success with all the competition. This is not the only First National Week we have. We have about twenty such weeks during the year. If all exhibitors would have more First National Weeks during the year, they would not be kicking about having to play pictures that are six or eight m on til s_ old. Then there would be a Franchise everywhere. Put that in your pipe and smoke it. It’s the best argument for keeping up on play dates that has come to our notice from any source. Forum Turned ’Em Away POR three days during First National Week George A. Rea, manager of the Forum Theatre, Hillsboro, Ohio, centered on “ The Rosary ” and Buster Keaton in “ The Paleface.” Aside from his newspaper advertising, Mr. Rea dressed up his lobby to impress his public. In the background between the entrance and exit of the theatre, he stretched a First National Week banner about which he grouped easels containing framed posters and stills advertising his feature and comedy. The front was transformed by a flowered trellis and another small trellis was placed before the box office. Cut-outs of the characters in “ The Rosary ” and of Buster Keaton were placed in the foreground ; at either side in front stood two typical Indian tepees, lending the proper atmosphere for the comedy. From the trellis work overhead he had suspended several Japanese lanterns. Three forms of street ballyhoo were used to exploit the program. A boy, dressed as an Indian chieftain rode through the streets on a pony; a MarMack John ’ and There's More Joy Than Gloom in the W ake of the Week