Exhibitor's Trade Review (Mar-May 1924)

50 Exhibitors Trade Review Youth ! Give 'em Youth! Eternal Vivid Flaming Youth! Average Woman with PAULINE GARON HARRISON FORD DAVID POWELL DE SACIA MOOERS BURR McINTOSH RUSSELL GRIFFIN The "World" Says: " 'Give 'em a theme to exploit and advertise' must be C. C. Burr's first rule. The second is 'Give 'em a cast.' On both points he has succeeded in his latest offering for the state rights market." The "Trade Review" Says : "This Burr production stands well above the average picture in point of entertaining values." "Danny" Says: "Should get over mighty well where they like 'Flaming Youth.' " and soon theyHl all say: Where can we book this colorful, vivid, beautifully produced comedy drama? The answer is: At all first-class Independent Exchanges where they give "an extra measure of service." BURR PICTURES, Inc. 135 West 44th Street New York City Have You Played the Burr Specials? "THREE O'CLOCK IN THE MORNING" "THE NEW SCHOOL TEACHER" TRIED AND PROVED PICTURES 'The Veiled Adventure' Mar riaye Satire Released by Selsnick BRIEF: Geraldine Barker, for a lark, decides to upset her brother's friend's ,code of principles. He says he would hate a woman who either lies or steals aiid would never elope with any g-irl. By a well laid plot Geraldine arranges to have him find her stealing, lies to him, and finally gets him to propose elopemi^nt with her. But it all turns out all right because the two find they really love each other and are married. pONSTANCE TALMADGE demonstrates ^ her remarkable capacities as a superb screen comedian, which is one of the basic reasons why this picture, originally released in December, 1922, is still so fertile as an unusual drawing attraction. It is a good, clean, wholesome comedy, full of life and romance whose charm it is hard to resist. It is, in short, the sort of entertainment that will find a ready reception i^ith both sophisticated and simple audiences, because Constance Talmadge has the sort of appealing charm that captivates. All that is necessary to make the picture a real money grabber is a strong exploitation shove. The big merchant tie-up is suggested in the story itself. Geraldine begins to doubt the man she is engaged to when she finds a veil in her pocket which she knows does not belong to her. Any department store or ladies' outfitter will probably immediately see the advantages of a window display in which there are featured a line of veils in conjunction with a series of stills from the picture which will supply the necessary background. Another angle of attack is a tie-up with a beauty parlor in the neighborhood of the theatre. The veil that 's found in Reggie's pocket is the propertj^ of a manicurist with whom he is carrying on a flirtation. Stills showing Harrison Ford seated at the manicurist's table have been incorporated into an attractive poster. Arrange to have several of these put in the window and then offer free admission tickets to all the manicurists in the shop for their cooperation in calling attention to the picture, by attacking it as a subject of conversation with customers. You should invite them to attend the opening performance so that they will be in a position to talk inteiligentlv about the picture and can boost it with their customers for the other showings. * * * 'What's Your Hurrv?' Auto Picture Released by Paramount BRIEF: Dusty Rhoades, a racing driver, loves the daughter of an auto truck manufacturer, but her father will not consent to the marriage becaus" he doos no hke racing cars nor racing drivers. Finally, however, Rhoades, with a fleet of trulcks arrives just in time to rescue the girl and her father from destruction through a flood. This act not only wins publicity for the trucks, but the hand of the girl he loves, and a job as gfjneral manager for the father's factory. HE humorous suggestion contained in the title and the fact that Wallace Reid is featured in the stellar role are two of the reasons why this picture has met with unusual box office success. The scene in which Rhoades rushes the trucks' to the scene of disaster and saves the day by his heroism. Is a humdinger. It is the sort of thing that gets audiences standing on their toes, and sees them leaving the theatre well pleased with the evening's entertainment. That's the reason for the long life of this film. It has crowded many a house to capacity and is no where near the end of its rope yet. As a matter of fact it is perhaps more in demand now than ever before since it remains as one of Wallace Reid's best. And the title ! No one could ask for a rnore pertinent title for wide spread exploitation. In the first place it will stop anyone, anywhere by its very tore. Before you realize you have stopped you are actually reading the ad. Imagine the effect of placarding an entire town or community with signs which compel attention by a glaring "What's Your Hurry?" Think of the great tie-up with the city, on a safety slogan, "What Your Hurry?" Why, you couldn't hope for better. Any group of city officials could appreciate the value of "What's Your Hurry?" signs at every street crossing and should readily consent to you placing them there. The signs should also bear the name of your theatre and the date of showing. It matters little that this is in smaller type since it is the effect ■ of the unusual name that you want to get across. That will attract the eye and impress itself on the minds of the passersby. You can stop them right at the entrance of your theatre with some such device as this. Get a twentj'-four sheet and cut out the figure of Wallace Reid. Cut off the right arm and mount the figure on cardboard. The arm should then be replaced by a very long one set on so that it will move up and down by a string. This string can easily be worked by the man at the door or the ticket seller. In the hand should be a large sign on which is printed: "What's Your Hurry?' If the figure is placed just m front of the theatre, it can be manipulated so that the sign will spring out to meet the people as they pass by. This will not only amuse, but will undeniably center attention on your showing. 'A Lady's Name' Love Comedy Released by Selsnick BRIEF: A young authoress, a bit fei up with the routine of affairs, advertises for a husband. One of the candidates is a disgu'sed butler who invites her the next day to tea. During the repast the master walks in. She caps the climax by marrying the master. HERE is another Norma Talmadge picture with a title that is easy to exploit. Crowd in the name of Norma Talmadge wherever you can. Especially now that her latest picture has already become tremendously popular, it is a good time to show any of her pictures, since the public is keen to see her. For this type of picture, which is comic in its make-up and whose name is interest arousing, the teaser ad is the best bet. Just get a good number of signs made such as these: "'A Lady's Name' is her fortune"; "The most sacred possession of all — 'A Lady's Name" ; " 'A Lady's Name' has wrecked many a home. " These should be widely distributed in the neighborhood several_ days or even a week in advance of the showing. You might also be able to arrange a tie-up with the local engraver, whereby for the added advertising which you will give him by means of the scheme, he will consent to. make visiting cards for a reduced rate. Then you can arrange with him to send out form_ letters to women on your mailing list announcing that they can have cards made at . .'s shop at a reduced price during the showing of "A Lady's Name" at the Theatre. The merchant tie-ups may also be profitably worked in connection with some special window displays. The scene in the home of the man who finally becomes Norma's husband, shows a beautifully furnished drawing room. Stills from this scene would make splendid material for a background in a furniture \\rindow. You should have no difficulty . in arranging this type of tie-up. You might also try the stunt of sending out letters to the men on your mailing list, asking them to take the undersigned out on such and such a night. The place of meeting should be designed as your theatre, and the letter should be signed with a fictitious name. The men will probably soon start comparing notes, and what's more, some of the wives will undoubtedly get hold of these and that will start tongues wagging. The result will probably be increased business.