Exhibitor's Trade Review (Dec 1923 - Feb 1924)

February 9, 1924 Page 33 SHOWMANSHIP Press Books Offer Variety of Direct-Mail Data This is the Third of a Series of Four Articles on the Form and Content of Letters to be Used With a Mailing List DISCOVERING the need of an unfilled want is one of the rare attributes of executive genius. Supplying that need efifectively and economically is what makes a great showman. Very often the thing most urgently needed lies close at hand, and to the exhibitor looking for material to be used in direct-mail advertising, the press book offers an apt illustration. Getting down to cases, the writer has a file which purports to contain practically every press sheet on current and recent productions. From these he will choose at randoiri several numbers just to show that even a cursory selection will bring a profitable reward in the matter of pithy, novel, strong selling copy, for each respective picture. Following this plan, we pick out "The Third Alarm." Under a column headed, "A Novel Letter for Your Mailing List," we find the following sample: Be sure to see that the edges of this letter are burned before it goes into the envelope. Dear Folks: — Excuse the burnt condition of this letter. As I write to you the flames are spreading around my machine. When I finish I will hurl it out of the window and hope that it is picked up and reaches you. I am going to make a dash for it but — Suppose you received a letter like the above, suppose you were trapped in a burning building and just as the last hope seemed to fade you heard a crash of glass, saw a rubber coated figure in the window frame and heard a cheery voice say: "Steady, partner, we'll soon be out of here." Then you were picked up and carried to safety. Would you appreciate the nobility, the courage, the bravery of the men who daily risk their lives that you may live? We refer, of cooirse, to the (town name) firemen. Wo are going to pay our respects to these brave firemen when we screen "The Third Alarm" at the (theatre name) on (dates of showing). No, it is not a fireman's picture. It is not propaganda! It's a thrilller of thrillers, a love story supteme and a romantic feature you'll never forget. Of course you'll be there — to miss it would be a misfortune ! Yours Very Truly. (Manager's Name) (Theatre Name) It is plain to see the above is a letter that could have been composed only by a writer having an intimate knowledge of the film, as well as all the essentials which make for the composition of successful selling copy. A combination of pre-requisites hard to beat, and as inexpensive as they are effective when culled from a source so available as the press sheet. Suppose you prefer the medium of a post card rather than a letter through which to broadcast your message to your listed patrons. Very well, we'll look through some other press sheets; ah, the second one, Selznick's exhibitor aid on "Woman to Woman," has a page devoted to direct-mail data, and among the various samples we find one suited to the post card, reading: Dear Patron (or Friend) : If you like the best in everything, even in yooir amusements, come to the 'Theatre between and and see Woman to Woman, the photodramatic sensation of the year. By MICHAEL L. SIMMONS Ever lovely Betty Compson stars in this magnificent production and proves once more that her acting is as perfect as her face and form. The story, which was adapted from Michael Morton's famous play, deals with the sacrifices a woman will gladly make for those she loves. Mr. Morton has given a new twist to the subject and one is carried away by his daring originality. Don't miss Woman to Woman! It is well woith the time of even the busiest man or woman. Very truly yours. Potential Ticket Sellers Suppose you intended getting out a letter which by its novelty, selling appeal, and word construction would be second to none — where would you go for the copy? Undoubtedly to a writer whose previous efforts showed a record of success in your own field. Now suppose you could get this same copy for nothing. Wow ! Line form on the right. Yet, press books render a service of just such letters, free. Each press sheet represents the work of specialists who have proved their ability to sell films through the appeal of the printed word. Theii genius is at your disposal. Read and decide for yourself why the letters submitted in the accompanying article are potential ticket sellers. SO much for the post card. Now for some more letters, keeping in mind of course, the touch that purports to stir human interest, the essence that makes a thing decidedly different. And, so the next press sheet on the perusal program is "The Man From Brodney's." The picture is all about a strange legacy concerning the disposal of a South Sea island, full of vast treasures and hostile natives. Here, an appropriate letter is offered, having a make-up as though the letter were coming from Sir John Brodney and Co., a law firm figuring prominently in the picture, and which reads as follows: Dear Sir : Respectfully we beg to call your attention to the fact that you are the recipient of a bequest under the will of the late John Skaggs, Esq. Under the provision of the will the award will be made providing you fulfill this stipulation— namely, that you and your friends visit the Island of Japat, the home of the late Mr. Skaggs, or in the event of your inablity toi do so you are instructed to pay your respects to his memory by visiting the Theatre on and see the motion pictures of his island home, which forms the background for the famous Vitagraph special production, •'The Man From Brodney's," with J. Warren Kerrigan, Alice Calhoun, Miss DuPont, Wanda Hawley, Pat O'Malley and Kathleen Key. Trusting you will see fit to fulfill these stipulations, we beg to remain Faithfully your most obedient servants, SIR JOHN BRODNEY & CO., Per Holling&worth Chase. To The Heirs of John Skaggs, Esq. For conveying the atmosphere of a picture, and thus stimulating the interest of the reader by endowing him with the desire to see what his senses have in part experienced. Lee Bradford's sheet on "Adventures in the Far North" succeeds admirably with this sample letter: Dear Friend: Nature's law, the survival of the fittest, applies also to motion pictures. And for that reason "Adventuresj in the Far North," to be shown at ort will outlast and be remembered long after most pictures will have been discarded and forgotten. Against a background seldom pictured by the camera, the frozen Arctic regions, absorbing scenes are enacted, replete wth drama, thrills and with amazing views of natural and animal life. In this ice-bound, mountain-encircled region anmals and humans struggled against each other, sometimesi aided, sometimes hindered by nature's forces. "The brown bear, the sea-lion, walrus, whale, silver fox and the Esquimaux play their parts with and against the cruising party. Even the most hardened picture goers will be fascinated by this remarkable presentation, the wondrous scenery, the thrilling episodes. "Adventures in the Far North" is the outstanding picture of the year, a spectacle that the whole family will enjoy. For those who believe in and can afford the follow-up system of letters, Metro's book on "Scaramouche" offers an instance in which first, about a week before the showing, this postal is sent: Dear Madam: We have the great pleasure to announce the engagement for the Theatre for .... days, starting of the greatest of all films, "Scaramouche," which has been unanimously accorded first honors by all the critics. About two days before the showing this letter is sent: Dear Madam: Again we vnsh to remind you that "Scaramouche," will begin a day engagement at the Theatre, beginning "The picture, which has played long runs in the larger cities at two-dollar prices, is the most thrilling romantic story ever filmed, dealing with the French Revolution, and tracing a group of characters through astounding adventures. The big point to remember in press sheet service is this. A letter stating that such and such a picture is coming to your theatre on such and such a date generally finds its way to the waste paper basket. But if you put snap and novelty into your letters you usually create an impression that results in selling tickets. Press books, products of experts engaged in nothing but the special task of selling the movies through the printed word. They have just such letters for your disposal. t