Associated First National franchise (Nov 1921-Apr 1922)

24 First National Franchise Semi-Monthly Not a Franchise Holder, But — "Fire’s Out,” But Not Moore Mr. albert stal DER, manager of the Spicer Theatre, Akron, Ohio, is one of the most enthusiastic exhibitors of Associated First National Pictures you’d find in a day’s hunt among the Rubber city photo-play theater managers. And this, notwithstanding the fact that he is NOT a Franchise holder. Stalder says he was mighty glad to climb on board the bandwagon for a First National week, as you can plainly see in the accompanying photograph. But let him tell you his story: I showed a solid week of 'em ; truth of the matter is, I have been playing First Nationals ALMOST exclusively for some little time past. In the first place, they are the squarest bunch of men I’ve ever found in the motion picture business, and I’ve dealt with most of ’em. We are always treated with the most courteous attention every time we motor to Cleveland for bookings. Although we are only operating a neighborhood house, running second run pictures, we are just as welcome and our business is just as much appreciated as though we were running the largest down-town theatre. That’s what I call square dealing. Then take the pictures we buy; unquestionably First National has as many real, high-class productions as any other organization in the distributing game today, this last conclusion being reached after a long and determined effort on my part to do business with another organization. Take it from one who has been threatened, brow-beaten and bullied, that I was mighty glad to find an organization composed of men running a business free from the policy of grasping for every dollar there is in the universe. IF the people living in and within a radius of ten miles of the town of Bellevue, O., were unaware of the fact that the week of Feb. 18-25 was “ First National Week,” it wasn’t the fault of George R. Moore, manager of Lion and Royal, Bellevue’s two picture theatres. In addition to announcing “ First National Week ” in Bellevue’s one newspaper a week in advance, and carrying a line accordingly at the top of his advertising matter through the week, Moore personally saw that the town and surrounding country were well plastered with “ First National Week ” posters. Barns, fences, telegraph and telephone poles along the roads leading to Bellevue were placarded. From trains and trolley cars as well as from motor-driven and horse-drawn vehicles one had his or her attention to “ First National Week ” and the fact that it was to be observed in Bellevue, long before Bellevue was reached. Right at the left of the entrance to the town’s biggest garage there wasa big “ First National Week ” poster that any ordinary eye could not help seeing. On the way to church and Sunday school, to the public and parochiel schools, to the graveyard — in fact every place in Bellevue and outside, “ First National Week ” posters greeted the vision. There had been a fire in Bellevue. Moore was on the job. Those who dropped around to view the ruins had their attention directed to the fact that the week of Feb. 18-25 was “First National Week.” Posters had been placed to good advantage, as shown in the cut at the right. “ First National Week ” was a week that Bellevue will not soon forget, Moore offered First National pictures at both the Lion and Royal theatres. “ It sure was some week,” says Moore. mimmmmm mmmmmmmm ihhhhhhihhhhi hhhhhihi I. iiihhhhii uiiiniimiiiHuuiuiuiiiiiiiiiiiimimiiiiiiii uiimn iimmiiniiiimiiiHHiHiuiiiiilHIiiiinniiim imimmmm. minimum mi hiihhihhihihhhihihiiiiiihih hhhhihhihh uhhhihh mi mini huge cutout of Buster Keaton was attached to the radiator of an automobile and driven through the streets and both the comedy and feature were advertised in a wagon perambulator which contained large bills announcing the show. First National Week and the special program which began on Washington’s Birthday were given exceptional publicity in a neat program which was distributed to patrons at the beginning of the week and sent out to a large mailing list. The results of this exploitation were apparent at the first showing on Washington’s Birthday .matinee. After this showing Rea wired to Roy H. Haines, manager of First National office in Cincinnati: “One of the season’s biggest matinees. Pleased one hundred per cent.” The next day his message was even more enthusiastic, and was as follows: Usherettes of the Strand, Waterloo, la., all bannered up for First National Week “Wonderful. Lobby jammed; sidewalk blocked; turned crowds away.” * * * Weld’s Triple Header A RTHUR E. WELD, general manager of the Strand, Palace and Crystal theatres in Waterloo, Iowa, conducted a triple campaign which he summarizes briefly and well, as follows: — ADVANCE WORK Mailed 5,000 First National pamphlets to selected list, one page of which was devoted to attractions playing each theatre: Strand — Norma Talmadge in “Love’s Redemption” Crystal — Pola Negri in “Gypsy Blood” Palace — Strongheart in “The Silent Call” Dressed foyer week in advance with streamers, banners and cut-outs of First National stars, stills of Talmadge and scenes from production. Two days before opening carried 54 inches of teaser ads in one paper. Used slides, trailers, etc. Everyone knew something unusual was coming. CURRENT WORK Believing Norma Talmadge strong enough to carry her own publicity, confined efforts to exploiting First National Week in lobby. Streamers and banners used in profusion. Heads of artists cut from 24-sheet mounted on compo board were suspended from ceiling. Usherettes were dressed in First National paper streamers with headgear to match. Palms and greenery lent atmosphere to southern scenes in “ Love’s Redemption.” Used full page in one paper with a quarter page of reading notices, explanation of First National Week, etc. Used 90 inches display and readers in another paper with cuts, etc. Flashlight photo caught three employees with eyes closed. This was not due to lack of business which permitted them to sleep, but indicates their worn out condition after handling the immense crowds. They just HAD to have a moment s respite. COST Two sheets compo board, wire, hooks, pins, paste and twine $4.85 * * * Fine Campaign in Tacoma CHARLES F. McMANUS, manager of the Colonial in Tacoma, went about his work with the thoroughness and skill characteristic, of his efforts at all times. For instance, he divided his campaign into two parts— exploitation and advertising. In the former classification, he used seven separate angles. These were: — A special front built for the week. Had patrons sign their names in the autograph album designed for presentation to the Independent Screen Artists Guild. Had ushers specially costumed, wearing First National week ensigns. Used two aoats on the street, one advertising the attraction, the other First National Week. Erected a special stage set exploiting “Stardust.” Used three special displays on “ Stardust ” in foyer and two in advance frames in conjunction with the First National Week posters. Gave out five thousand heralds and ran the “ Stardust ’’ trailer. Advertising campaign totaled more than 150 inches of free readers and 375 inches of paid display. * * * Go-to-Theatre Week in Town with 800 RJ. MORRISON, manager and owner of the • Isis, in Aspen, Colorado, figures there are not more than 800 people in his town, despite the 1920 census figure of 1,163. Yet he staged a “GoTo-Theatre-Week ” there during First National IIHHIHIHIHHIHHIIIHHIHHIHIHHIlHHIIIHIIIHIHIIIIItlliniHIHHIHHIlHIHHIHHIHHIHHIHIHHIIIIIHIIHHIHIHIIIIIIIIIIIMMU* McManus’ s “ Stardust ” stage setting, part of the big campaign noted elsewhere on this production Telegram for Mr. Franchise Holder — Call at Page 33