Exhibitors Herald (Apr-Jun 1922)

62 EXHIBITORS HERALD April 8. 1922 Argentina Knows Paramount Films By Exploitation Exploitation, modern business miracle worker, is being employed by Max Glucksmann, theatre and exchange executive of Buenos Aires, Argentina, to introduce Paramount pictures by brand name to his vast public. Mr. Glucksmann has acquired distribution rights for Paramount pictures in Argentina, Uraguay, Paraguay, Chile, Peru and Bolivia. PICTURES published since May, 1921, are included in the contract signed with E. E. Shauer, director of the foreign department of Famous PlayersLasky. Among the first productions to be offered South American theatre patrons are "The Affairs of Anatol" and "The Sheik." Mr. Glucksmann has launched one of the biggest exploitation campaigns ever reported from a foreign country for the introduction of Paramount pictures, which he carefully designates by brand name, in his more than a score of theatres in Buenos Aires. He publishes the details of his contract in his advertising copy, which is in Spanish. Translated, it reads, "Paramount Pictures, all the films produced by the great American concern from May 1, 1921, will be shown exclusively in this theatre and in all the moving picture houses showing the Max Glucksmann program." It is interesting to note that in introducing an American product Mr. Glucksmann also has introduced American exploitation methods, his general campaign and the campaigns for individual pictures following closely the lines established by advertisers of the same products in this country. Photographs reproduced herewith show phases of the introductory campaign. The twenty-four sheet stands are handled as in the United States, but in utilizing the base of his screen for copy purposes Mr. Glucksmann strikes a purely native note. Although this idea probably would not be found satisfactory in application to American theatre needs, it undoubtedly will operate beneficially in Buenos Aires. The spread of American exploitation methods is a notable development. It should be encouraged. APPROACH to the Palace theatre, Buenos Aires, showing advertising for Paramount pictures maintained by Max Glucksmann, owner and manager. // Wasn't Joe — // Was Richard With this issue a cherished record of accuracy dating from the inception of this department is punctuated by introduction of an unlovely but honorable journalistic adjunct. The correction follows: ON page 47 of the April 1 issue an elaborate telephone campaign conducted for the Newburgh, N. Y., run of Arrow's "Ten Nights in a Barroom" was set down in the words of Richard Weil, aiding in publicity and advertising for Arrow Film Corporation. Through confusion no less inexcusable because understandable the name of Joe Weil, of the Export and Import film company, was printed in the headline and introduction. Our apologies to both eentlemen and to our readers herewith.— W. R. W. U1 "A Sailor Made Man," Associated Exhibitors Harold Lloyd comedy, broke attendance records at the Washington theatre, Chester, Pa., during a week's run marked especially by uniform attendance at performances. "NIFORM draught is a valuable and infrequently observed quality of certain good box office attractions. Although it is probably not possible to evolve a formula by which this attribute may be assured to pictures in production it is nevertheless interesting to give thought to the matter with a view to correctly appraising attractions known to possess it. In a seven weeks' run at the Symphony theatre, Los Angeles, "A Sailor Made Man" was reported also as being attended evenly at its fifty performances. No reason for this circumstance is ad CCREEN base at the Grand Splendid theatre, Buenos Aires, advertising Paramount pictures. Translated, it reads, "All the films produced by the great American concern from May 1, 1921, will be shown in this theatre and in all moving picture houses showing the Max Glucksmann' program." THE battle-ship lobby display for "A Sailor * Made Man" at the Washington theatre, Chester, Pa., where the picture established a house record. vanced, as it is improbable that observation revealed such a reason. The box office advantage of the attraction which draws evenly, consistently throughout its run is apparent. It is not necessary with such a picture to struggle for that first huge attendance generally calculated to make up for subsequent lighter attendance. Nor is it difficult to learn from observation of the box office the exact time at which the picture should he taken off. There are a number of advantages which it is not necessary t<9 point out to practical showmen. If this is not a matter of accident or coincidence, if the comedy in question actually possesses a certain quality which insures steady draught during Its run, certainly all who make or exhibit motion pictures should give it their attention.