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Exhibitors iif.rald
December 25, 1920
Exhibitors' Exploitation Requirements Met By Robertson-Cole Production of "Kismet"
During 1920 it has become the general custom to estimate the trade merit of motion pictures quite as much by exploitation and presentation possibilities presented as by entertainment quality. And in 1920 has been published "Kismet," Robertson-Cole's picturization of Otis Skinner's famous stage play by Edward Knoblock, directed by Gasnier, a picture that meets every exploitation and presentation requirement of the motion picture exhibitor.
In stories and illustrations recently printed in this publication the advertising campaigns and presentation features used by Joseph Plunkett and Edward L. Hyman, managing directors of the New York and Brooklyn Strand theatres respectively, were described in detail. Yet so pregnant with exploitation promise is the attraction that other opportunities may be pointed out for the benefit of the exhibitor who contemplates running the picture.
Stills presented upon preceding pages give many suggestions.
The harem scenes, among the most elaborate sets ever provided for a motion picture, are obviously suitable for prologue use. With a setting fashioned after the stills the exhibitor need recognize no limitation in preparing his presentation. And a satisfactory setting of this nature can be obtained at comparatively little expense by cooperating with the merchants who have the required material in stock.
For street work alms beggars, dancing girls or palace attendants may be used, the choice of course depending upon local conditions. Distribution of literature following an attention-attracting stunt, or straight suspense — building unidentified appearance, either is suitable and should be universally efficient in inducing attendance.
The best stunt that may be used in this connection, perhaps, may be patterned after the superb floats used from time to time by R. S. Ballantyne of Omaha, Neb., whose work has set a precedent in this department of theatre advertising. A harem set on a float, open or partially concealed, with characteristic music provided, should reap sensational results.
But it is through the newspaper and the mails that the exhibitor must make his strongest drive. There is much information that qualifies as genuin'e news which should be given the most extensive circulation possible.
The excellent press book published by Robertson-Cole, marking an epoch for even this long dominant exhibitor-aid department, provides newspaper display advertising and stories that can be improved upon with difficulty if at all. For the newspaper this should be used intelligently over a long period preceding the opening of the engagement. And to heighten the effect of
the immense space which should be used the city should be blanketed with the many excellent paper stands provided.
The mailing campaign should be handled in distinctive manner. The letters sent out should he written by the exhibitor in accordance with his knowledge of existing conditions. Fie should use not only his mailing list but the available directories and seek to reach every family in the city and the head of the fam
Otis Skinner's first screen performance, in a play which has gained a national reputation, is known at least by hearsay in every village in the country, is a subject worthy of a personal letter. It will be given the attention of a personal letter by those addressed.
The engagement at any theatre is an event of genuine importance to the community. Any who miss attending will be keenly disap
pointed when the discussion the picture arouses reaches their ears. Avert that disappointment by giving every individual full information regarding the showing in ample time for him to attend.
For window purposes oil paintings have been prepared showing various scenes from the play. They are genuinely beautiful, colorful and of live interest because of the subject matter. In the various scenes and in the story of the play are presented scores of angles whereupon may be hung the argument necessary to effect arrangements with the proper merchants. A song of the same title has been published, with the picture of the star in character upon the cover, as well as the names of all sharing in the sponsoring of the production. The cover constitutes, in fact, a direct advertisement for the production, and provides the best possible opportunity for a cooperative window display.
The production merits, in short, exploitation in keeping with its importance. It should be studied carefully before the campaign is launched.
The picture is a work of art, but had it been made specially to meet exploitation and presentation requirements better results could not have been experienced.
It should be treated accordingly. Opportunities of this type are presented once or twice in a season. Give it the treatment it warrants.
"Most Stupendous Production in History of Motion Pictures1
It is seldom that the advertising exhibitor finds in the cast of a single production as many names with real box office value as are included in that of "Kismet," the exploitation merit of which is one of the strong points of what has been called "the most stupendous production in the history of motion pictures."
Hajj, the beggar Otis Skinner
Kut-Ul-Kulub Rosemary Theby
Marsinah Elinor Fair
Nargis Mme. Comont
lawan Herschel Mayall
Nasir Nicholas Duneaw
Caliph Abdullah Leon Bary
Zayd Fred Lancaster
Jester Sidney Smith
Gaoler Thomas Kennedy
Mansur Hamilton Revelle
Abu Bakr Emmett C. King
Amru Sam Kaufman
Gulnar Fanny Ferrari
Maid to Gulnar Emily Seville
Anne Paul Weigel