Exhibitors Herald (Dec 1919)

EXHIBITORS HERALD 0flBHiuiiiunuiiiiiiiiiiiiiiiiiiiiiiM iiiimiiiimuiiuiiiiiiBi^ | TEASER CAMPAIGN SUCCESSFUL j W. C. Watson, Bay City, Mich., Exhibitor, Gives Excellent Illustration of How to Use Novel Method of Drawing Attention to His Shows ^^miiiij iiiiim ■ itiitiiiniiiiiiiiiii in ■ ■ 1 1 mil ■ mi iiiiiiim Jiiiiimiiii mi ■ 11 uhui ■ inn iniiti ■ niui ■ nni iiiiiiimiiinHiiiiui iiitiiiiiiiiiifAniiitii i uti ui iiuirh inn mil 11 n tui ■ iin 1 1 1 itiiu mini ■ mi iimiti ■ mi ■ u m u iimtnnuiiiiiii *uiiiiniiitiifS Casting a new light on the question of how long an exhibitor can make a teaser campaign tease, W. C. Watson, manager of the Washington Strand Theatre, Bay City, Mich., has successfully completed an exploitation campaign that brought forth the greatest business in the history of his house. An exhibitor principle was more at stake by far than the immediate success of a special feature attraction when Mr. Watson laid out his teaser campaign. Since the time when exploitation has worked itself into the most fundamental ethics of showmanship exhibitors have continued to debate the intrinsic value of the teaser campaign, how long it can keep up its appeal, at what point popular interest is aroused to the highest pitch and whether the teaser campaign with its reduced cost in comparison with the "smash" type ad justifies the reduction in exploitation cost from a box office standpoint. Uses First National Film Mr. Watson applied the acid test to the teaser proposition. And the teaser campaign turned out true blue — which is correct for a litmus paper test. Activity on the part of the Washington Strand started six days in advance of the showing of "Back to God's Country," the First National attraction featuring Nell Shipman, six days before the first showing. The tracks of a dog, represented by a series of paws, first appeared in a single column, ten-inch advertisement. Little wording matter save a request to follow the tracks of Wapi, the Killer, was used in the advertisement. Curiosity as to whether the advertisement was propaganda for a new form of ARTHUR JAMES Publicist of the Fox Film Corporation, whose recent work has added new laurels to his record. cigarette or a Bolsheviki movement was openly expressed. A second day, and the tracks continued, growing larger. As the end of the six days was approaching, the public was informed that the trail was nearing its end. Finally the day before the first presentation, announcement was made that the trail ended at the Washington Strand and that "Back to God's Country" would be shown. Lovers of nature were soon informed through Mr. Watson's exploitation that sixteen different kinds of animal actors had parts in the production. Novelty lovers were told that "Back to God's Country" was taken further north than any other motion picture, that a race across the barren lands was to be seen — the land of the Midnight Sun was at last in pictures! Asks "Is the Nude Rude?" Devotees of the swimming art — and there are many in Bay City — were informed of the remarkable demonstration given by Nell Shipman in her rescue of her film father in the Canadian mountain rapids. A smashing ad asking "Is the nude rude?" and depicting a nude girl saved from an attack by a mountain bear, aroused more interest. "The Teaser ads," said Mr. Watson, "brought the business. The idea of following a trail 'Back to God's Country' had a great appeal. We used the other larger advertisement during the run of the picture for the reason that we had in opposition one of the most heavily advertised films ever produced. Despite this fact we broke all records for runs of equal length in the history of the Washington Strand. "James Oliver Curwood, the author, makes his home near enough to Bay City to make this a factor in our success. "Aside from breaking our box office records, 'Back to God's Country' conclusively proved that the teaser campaign, properly conducted, is a most expedient method of exploitation and can be relied upon to bring business." American Ace Making Scenic-Historic Film Roy Buckley, American ace with a record of many remarkable achievements in France and Germany, escaping from German imprisonment in manner so spectacular as to win him the French Medaile Mil lit aire, is in Chattanooga, Tenn., making scenes for "From Chattanooga To The Sea," a reel of scenic and historic interest which will be distributed by the Greiver Distributing Corp., Chicago. The films will lie taken from Chattanooga to Savannah, and the reel will be entitled "From Chattanooga to the Sea." It is planned to show the pictures in 2,500 motion picture theatres over the country, thus giving a big boost to the scenic and historic spots of Tennessee and Georgia. In addition to Buckley, who will drive a car over the route, are C. E. Ashley, the director: R. G. Ganstrom and Harry Peterson, cameraman. MYRON SELZNICK Head of Selznick Pictures Corporation, which is erecting one of the largest studios in the world. "Everybody's Business1 ' Reported Popular Film Favorable reports, it is claimed, are being received daily at the offices of the W. H. Productions Co. on the showings of their six reel feature, "Everybody's Business," now being sold on the State Right market. There is said to be an absorbing love story throughout, a great deal of human interest, humor and pathos, and dominating all an underlying, worth-while note that will appeal to every true American heart. Its great breadth of appeal is, according to report, emphasized clearly by the great success with which this production is meeting in every section of the country. Percentage Plan for New Stewart Feature "In Old Kentucky," Anita Stewart's coming First National production, will be available only upon a percentage basis, according to the decision made by Louis B. Mayer, president of Louis B. Mayer Productions. Regarding bookings upon the feature, the New York office is said to have received the following wire from Mr. Mayer in Los Angeles: "Positively accept no contracts on Tn Old Kentucky' except on percentage basis. Disregard all offers of rental, even though they be the higest on record. Notify exhibitors my confidence in the production is absolute, and I desire to share both in the gamble and in the rewards." Binney on Broadway Constance Binney, star of "Erstwhile Susan," her first Realart production, which was the attraction at the Rialto, New York, the week of December 8, was also on the screen at the Capitol in "Tom's Little Star," a short subject made some time ago for the benefit of the Stage Women's War Relief. 112