We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
46
EXHIBITORS HERALD
January 14, 1922
Suggestions in the Stills
Normal reaction from a protracted period of excessive emotional activity precipitated by this nation's entry into the world war has brought the drama based upon simple domesticity into bold prominence as a box office attraction. "Over The Hill" and "The Old Nest" are productions providing conclusive proof tbat the national picture public is well disposed to stories of family life at this period.
It follows that wise showmen are taking this condition into consideration in their booking plans. Diligent search of the market is being made to locate pictures of this type. Corresponding importance attaches to each photoplay of domestic affairs that is made available.
Stills that indicate two recently announced .attractions
Stills from the Fox production "Any Wife" indicate that the story is of the domestic type in great demand at this time. In the stills of newly announced productions exhibitors may find guidance at this or any time to box office bookings of timely advantage.
possess this quality are presented herewith. Fox's "Any Wife" is represented above. Hodkinson's "The Rise of Roscoe Paine" is represented in the stills below. Both would seem to qualify as "home pictures," and are selected for this page as a consequence thereof.
As a class these attractions permit of certain established forms of exploitation. Lobby displays representing home interiors, stage settings of the same character, newspaper copy directed to the parent and incidentally to family members, all these are well established devices that may be used almost as well for one such picture as another.
Each offers, of course, individual phases which merit special emphasis. And variation of style is as important in ex
That the forthcoming Hodkinson attraction, "The Rise of Roscoe Paine," contains the family element currently popular is indicated in the stills presented herewith. It follows that the picture may be exploited along lines well established as profitable in recent months.
ploitation as in any other theatre work or in picture production. A view of any such picture offered will disclose its especially promising angles.
The existence of a popular demand for pictures of this type at this time is the important fact, although second in importance only to the fact that producers are not unmindful of the situation and are active in seeking to provide the proper material.
Just as too many quails wreck digestive apparatus, so will too many productions of this character defeat the purpose of the class. But it is not yet time to become concerned with that possibility. The immediate satisfaction of a demand that means money to the box office is the essential concern of the moment.