Associated First National franchise (Nov 1921-Apr 1922)

April 1 , 19 2 2 First National Franchise 25 iiMiiHiiiiiMtiiinniiiiMiiiiiiiiiiiuiiniinMiiiiiuniiiiiiiiiiiiiiiiiiiiaiiMiiiniiiiiiiiiiiiiiiiiiiiiiiiMiiiiiiiiniuiiMiiiiiiiiiiiiiiHiiiMiiiiiiiiiMinniiiinuiiinMiiiiniiiiniiiiiiniiMiiiiiiMiiiMiiiMiiiiniiniiiiiiiiiiiiitiMiiuiiiiiiniiniiiiiiMiiiiMiiiiiiniiiiiMiiiiniiiiiu That One-Armed Paper Hanger had Nothing on E. G. Henson, Pooh-Bah of Pictures .iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiijiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiitiiiiiiiiiiiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitiiiiiiiuiiiiitiiiiiiiiiniiiMiiiMtiiiiiiiiiiiiiiiimiiiiiiiMiiniiiiiiiiiiititiiiiiiiiiiiiiiiiinnnlS Sole Owner Manager Treasurer Press Agent Electrician Musical Director Head Usher Bill Poster JANITOR >fE. G. Henson o<| Nnu ©pmi Bmtae |>o CHARLES TOWN. W. VA. .1 92<L Tj'DDIE FRANCHISE only made the acquaintance of E. G. Henson, of the New Opera House, Charles Town, W. V a., through a letter telling of his activities during First National Week. That letter-head of his is a sermon in itself, and is reprinted for the benefit of those exhibitors who feel that they are overworked when they have to dust off the S. R. 0. sign. Henson tells it clear he is a worker and “the works” of his house. He used his band, made up of himself and house employees, to put over the Week. Week, and conducted one of the most extensive campaigns recorded in the contest. He began with a teaser ad campaign Feb. 6, and later got out a full-size newspaper which he distributed to 700 people. He also paid for front page display and front page readers in the local paper, the former being 4 x 17 inches. He mailed 250 heralds with his week’s program. He cut in on a masquerade ball by having two of the maskers wear Isis placards. Had the local grocer banner his sleigh horse. Used one 24-sheet, various other posters, lobby photos, slides, cuts and mounted six sheets. Used cutout of Strongheart under his electric sign, with flashing red eyes fixed in the dog’s head as a ballyhoo for “ The Silent Call.” Tied up with music store on Holly O song and records, had singer render song and also played it on Grafanola in theatre. * * * Another Georgia Star «<TF you have any one in a 2,000 town and a 200-seat house that can beat this one, let me see the results,” wrote W. G. Shaefer, of the Vaudette, West Point, Ga. He was referring to the following campaign: Started by running trailer about ten days prior to beginning of week. Then we began using the First National week paper, lobby, in drug stores, and other important places about town, also used two 24s on specially built boards in the business part of town. Used the banner over entrance to theatre. On “ Cabiria,” had two sixes on the main street, besides 24 and six ones, on specially built boards, and all placed in the business section. This also was to “ Lying Lips.” Used paper and photos in the lobby of all productions, with the First National Week paper. Ad 10 x 4 making 400 inches was used in local weekly paper, also specially prepared reader for First National Week. Program mailed, with announcement of First National Week coming. Specially prepared program on First National Week, with folders bought specially for this campaign. Contest run on First National stars. Am enclosing blank, which is self explanatory. These were mailed with programs and given away at school house. During the showing of “ Lying Lips,” had the best singer in town to sing “ The Rosary ” during the wedding scene, and timed for her to stop abrupt, when she declares that in “ sight of God she is another man’s wife,” and then began again after a brief pause. This had wonderful effect upon the audience. SPECIAL STUNT — During a basket ball game on Friday night in which the local high school team was playing, he got up a team composed of ushers, poster boys and operators, who were working and had previouly worked here, and the team was called “SHAEFER’S FIRST NATIONAL STARS,” with FIRST NATIONAL on their shirts. These letters were made by his wife and sewed on athletic shirts. During the game he posted a sign stating that he would run a full show after the game. Also had the referee to announce show. Gave away coupons, and on Friday night, after the game gave away an Electrolier, which was called a BABY VAMP DOLL LAMP, as a souvenir for First National Week. Every day during the week, he had a sign boy put the program for the day on the sidewalks all over the business part of town. Metzger’s Tough Luck ONE of the judges in the contest had Gus Metzger, of the Rivoli, Portland, down as a winner when the decisions were being made, but he was outvoted 4 to 1. He had been impressed by the splendid play he made on “ Stardust,” pictures of which were published in the last issue of Franchise. Metzger, it will be recalled, began his exploitation of the pictures five weeks in advance, with a 7-foot replica of the book; then he had a magnificent display of painted blue banners, cutouts of the star, etc., built in the foyer of the theatre. Later the same display was moved into the lobby, thus doing double service. It was Metzger’s ingenuity that made a hit with the judge. Reviews of additional contest campaigns will be published in the next issue of FRANCHISE. llllllllll■IIIIIIIIllllllllllllllllllllltlMIIIIIMIIIII(lll■lllilllllll■■l■l■lll•IIIIIIIMII■llllllnlll■llllll■■l■IIMIIII■lllll■llll■lllll<l)lt■IIIIIMII•lll1llll■l4l■l■llllllllUnlllllMIIIIIIIIMIIIIIIIIIIIIIIIIIIIlnllllllll■IIIMIIIIIII■l■IIIIIIIIUIUI■llll■IIIIIIIMItlllllUIIIIIIIIIMMIII^ METZGER PLAYS UP TO " FRIEND WIFE ” IN CRESTON EXPLOITATION METZGER, of the Creston, la., Strand, cen• tered his First National Week effort chiefly on “ My Lady Friends ” and played up to the women. He began a week in advance with teaser want ads and supplemented this with the trick card and envelope illustrated here. Then he had a car decorated with ribbons and signs, filled it with girls, and sent it prowling the town. He also used a girl with a rolling pin as a street stunt. He used cutouts and First National Week accesories to decorate his lobby. iiniiiiiiiiiiiiiiiiiiniiiiiiHiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiimiimiiiiiiiiiiitiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiimniii A tabloid repro of Jimmy Field’s ad for the Neptune, Seattle, Wash. iiiiiiiHiiiHiiHiiiimMiiiiiiiiiiiiiiiiitiiiiiiiiiiiMiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiii HiiiiiiiiMtiiiiiiiiiiiiiiimiiiitiiiiiimniiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitiiiiiiiniiiiiiinniniiiiiiiiiniiiiiiiiii “Smilin' Through”— It’s All the Screen Can Give