Exhibitor's Trade Review (Mar-May 1924)

52 Exhibitors Trade Beview TRIED AND PROVED PICTURES 'The Flame of Life' Mine Tragedy Released by Universal BRIE'F: Fighting against her environment, and seeking to place hereself on a higher plane, the delicately sensitive girl who toils daily in the coal mines, finds life almost unbearable. She finally proves a real heroine, when she does some brilliant rescue work when the mine blows up. Among those she saves, is an overseer whom she loves and nraally marries. 'THE purpose of producing this story was to provide the rather jaded fan with a real thrill, a satisfying love theme, and a heartfelt pathos. In none of these details has the film fallen short. Time has proven that the story, complete as it is in every detail, has a wide appeal and a satisfying interest. CERTIFIED, DEMONSTRATED, SURE-FIRE, BOX-OFFICE WINNERS. The Talmadge Revivals Procurable at — Live-and-let-live Prices Book pictures which leave something in the till after deducting your film rental and overhead. Ask any SELZNICK EXCHANGE and that it has by no means exhausted its drawing power as yet. Priscilla Dean probably does some of the finest work of her career in these few reels, and the public is dully appreciative of this fact. Hence the continued interest in a film that has been on the market a considerable length of time. And it still presents a wealth of new exploitation stunts which serve to give the picture a new aspect. Merely using the title as a catch line you should be able to effect a number of clever stunts. Arrange with the city or town officials to allow you to place on every traffic sign or at each street crossing", a sign which reads: "Drive carefully. The 'Flame of Life is a privilege bestowed upon pedestrians as well as autoists. Give the man on foot a chance." If any charitable organization is making a drive at this time, and there. is one such at all times, you could give these organizations ideas for ads like this : " 'The Flame of Life' is a precious thing. Help us to sustain it, and make life more livable for the less fortunate who are finding life almost too hard to bear, by contributing to the. . . .fund." Then, too, there is this rather unique scheme which should certainly attract attention to your showing. Costume a man in a uniform fashioned after the one worn by employees of the gas company. Have the words "Gas Tester" on his sleeve and his cap. Let him go from door to door and as each doorbell is answered have him ask how the gas is working. In most cases he will probably receive complaints on how the bills are over-large for the service received. Then hand the person an envelop in which is contained a facsimile gas bill on which is printed: "This is not a gas bill. It is an announcement that 'The Flame of Life' opens at the Theatre (date)." This stunt is sure to get the housewives talking, which means the whole town will soon know of the coming attraction. To attract attention to the theatre at the time the picture is running it is a good idea to burn vari-colored street torches, such as are used for political campaigns. These flares are visible for great distances and will bring a large number of persons to your door. Once you have them there it is comparatively simple to get them. K D K A BROADCASTING "See Motion Pictures of this great Radio Station at all leading theatres showing International News." That's what the Westinghouse Announcer at KDKA, Pittsburgh, is telling millions this week! The Pictures Appear in INTERNATIONAL NEWS NO. 23 Great Publicity for You and International News Made by Released by International Universal 'The Man Unconquerable' South Sea Drama Released by Paramount BREF: Robert Kendall 15 left a heritage of a pearl _ fisheries in Frenchman's Island. The property is being: managed by Nilsson an unscrupulous rascal who, in league with several others, is stealing the pearls. Kendall is in love with a girl whom he meets on the island, but before he can win her he is forced to kill two of the gang that has been trying to ruin him. He thus rids himself of his oppressors and slecures happiness for himself. 'T' HE virile, red blooded type of picture which incorporates one or more hard hand-to-hand tussels, almost invariably gets across with the average audience. Add to that a bit of romance, a smattering of mystery, appealing scenery of the South Sea variety, and you have all the elements for a strongly appealing photoplay. Since all of these are so inherently a part of this picture, all molded and seasoned together with an unusually fine direction, it is not at all surprising that it is numbered among the big successes. And it has proven its right among this class by its record at the box office. It has been a real money maker for so many exhibitors there is every reason to believe that it will pull well not only for a first showing but for a repeated showing. Moreover, there are splendid possibilities in connection with this film for some fine exploitation tie-ups. In the first place it is essential to get the atmosphere of the picture across to the public. This can be readily done by means of fitting decoration of the lobby. Decorate the entrance with tall palms, and if possible, representations of cocoanut palms with real nuts. The box office may be made to represent a thatched hut and you might be able to induce the ticket seller to wear a headdress suggestive of the South Seas. ■ If someone in your vicinity has in his possession, some spears and knoberries, or perhaps a model of an outrigger canoe such as is used in the Southern Pacific, and he will lend them to you they will greatly help to create a wonderful lobby atmosphere. If there is a health society near you there is a ripe opportunity of a tie-up with them on a campaign for better manhood. The title of the picture would make a splendid name title' for the perfect physical man, while stills from the picture in which two or more of the actors are seen in a hand-to-hand encounter, would make splendid material for the society's ads. If you stage prologues you might fittingly arrange for a Hula Hula dance or a small band of Hawaiian steel guitar players who will appear on a stage that has been decorated in a style suggestive of the South Seas. For this purpose you should use green material to decorate the entire stage which will also have the effect of making your screen stand out whiter in relief. The title of this film is also valuable for a tie-up with the local gymnasium or Y. M. C. A. It carries with it the implication that if a man is physically fit he is "The Man Unconquerable." This can be further elaborated upon by the various types of ads in which the title of the picture is liberally used, and which mentions the play dates and the name of the theatre at which it will appear. WHEN YOUR FEATURE FAILS, , WHAT THEN ? "THE SPICE OF IHE PROGRAxM"