Exhibitors Herald (Oct-Dec 1920)

168 EXHIBITORS HERALD December 25, 1920 Denver "His Wife's Money" Campaign Best Stunt of Year With Selznick Film By CHARLES McCLINTOCK Selznick Pictures THERE is probably no better kind of exploitation for motion pictures than that which has its inception in the daily press of the country, in the shape of straight news matter. The reason is obvious. Everyone reads thepapers, and takes pride in keeping up with events through the columns of his favorite "sheet." For the above reason I believe that the exploitation campaign for "I lis Wife's Money," a Selznick picture, in Denver, Colo., in March of 1920 is the best exploitation stunt of the year, inasmuch as the opening shot was fired on the front page of the Denver Express for four consecutive days before the announcement was made that "His Wife's Money" was to play the Rivoli Theatre, one of the largest houses in the "mile high" town. The campaign opened with a news story on the front page, with the headline "Colorado Man Weds Heiress In New York," below which was the date line accompanied by Selznick Service. The "news" story was an outline of the theme of the story in which Eugene O'Brien was to appear at the Rivoli, but no tie-up was made in the paper. No advertising was placed until the fourth day, and the front page space was due mainly to the integrity of Lon Young, exploitation man, and to C. H. Wuerz, manager of the Rivoli theatre. * * * ON the second day the Denver Express carried a story under the headline "Bride's Wealth May Prove a Gold Barrier," with the subhead, "Husband Threatens to Throw Wife's Money From Airplane." The public was waking up in fine shape, and when this second day's story came out the streets of Denver were buzzing with the gossip. The third day's front-page story had the headline, "Romance Near Smash; Hubby Scorns Dowry." Reading further one found that the newly wedded pair had arrived in Denver, and that an open break seemed imminent. And the public was all primed for the smash, which came the next day. It was plastered across the The plane used in Denver, Colo., to exploit the Rivoli engage' ment of "His Wife's Money," the campaign being presented as the best of the year in behalf of a Selznick attraction. Street view of the Rivoli theatre, showing the crowds attracted by the plane and the exceptional publicity cooperation of a Denver newspaper. front page in scare type, "Throws 'His Wife's Money' From Plane," with the sub-head, "Selznick Aviator Opens Purse As He Hovers In the Clouds." The aviator was Lon Young, and his stock in trade to throw from the plane was several bundles of heralds announcing the presentation of the O'Brien picture at the Rivoli. As can readily be seen, the stunt went over with a bang, and everybody was happv. * * * ALTHOUGH the newspaper campaign was the chief interest-getter of the picture's run, it was by no means the only stunt used. In fact every known angle of exploitation was put to good usage by Manager Wuerz and Exploitation Representative Lon Young. The latter had been dispatched from Philadelphia to Denver for the express purpose of working on this picture and one to follow, "Footlights and Shadows." He jumped in with both feet and swept the town before him. Tie-ups with stores were ararnged for, the Woolworth store being one of the first. In this establishment a window was given over to a display showing a woman's hat trimmed with real money — $1 bills. A sign read : "Don't put all your money in trimmings, but buy at the millinery department." Eugene O'Brien's photographs were displayed in a sporting goods store window, together with stills from his newest pictures and the information that "His Wife's Money" would bring the star to Denver. A local jewelry store also helped out. The window display consisted of a large money bag labeled with the title of the picture. Above this on white cardboard were mounted cutouts of O'Brien and his leading woman. A silken cord ran from O'Brien to a wedding ring set well to the front of the window. A similar cord ran from the other cutout to an engagement ring. Between the figures was the wording, "Can Money Keep Them Apart?" Besides a large canvas sign over the lobby announcing the coming of the pictures, attractive three-sheet posters were placed in every available section of town. After the picture had played the Rivoli it was predicted that one out of every two persons in Denver had seen "His Wife's Money."