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Lpdl 29. 1922
EXHIBITORS HERALD
51
The following exploitation and prestation suggestions to exhibitors who ill use the forthcoming (Catherine Maconald feature, "The Infidel," are conibuted by Walter E. Eberhardt, now of ssociated First National Pictures, Inc., hose past writings for this page have aterially influenced the theatre hisry of numerous photoplays.
"The Infidel" is a picture for unbeliev
|s.
It is a seductive persuader of the power exploitation, prologues and stage setlgs for motion picture houses that will ake .exhibitors, who have never coniered such things worth the money, be■vers in their efficacy and drawing >wer.
In fact, it would be hard for any one oking at the beauteous visage of atherine MacDonald, not to be connced that she deserved the best kind of esentation.
As far as the stills are concerned, the eas they present are better adapted to e stage itself and to prologues than to tual outdoor exploitation; but there is least one scene that presents a new parture for exploitation experts at the me time that it endorses a new fad at has come into vogue. It is the still showing the wireless ierator at his instrument sending out i emergency call as the danger of the issionary band on the native island be•mes imminent.
There are countless ways by which is can be worked into practical form, ith hundreds of amateur receiving sta
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tions in every big city why not have a message sent out from a sending station that "The Infidel" is ready to receive all
believers in this message at the
Theatre on such a night. Or sell His Honor the Mayor on the idea of spreading this gospel of "The Infidel" himself?
If His Honor is adamant, deliver a radio message to his office extolling the picture and have the message run as part of the newspaper advertisement on the picture.
The gorgeous Oriental costume of the Prince and the stunning gowns worn by Katherine MacDonald in the picture are a certain guaranty of a window tie up with any department store that prides itself on originality and chicness of feminine apparel. The still of the star and the prince can be used as convincing argument of their attractiveness.
The scene on the gangplank is an appropriate idea for summertime and should furnish a source of tie ups with steamship companies, railroad agencies and travel agencies.
The two stills of Katherine MacDonald, one at the window and the other at the guitar, are suggestions appropriate, either for outdoor exploitation or stage prologues. The former especially can be counted on to draw if one visualizes the attractiveness of a sweet faced woman standing beside a tinted window so that the rays of light streaming through it lighten up her face with a soft colored hue. Either for a night time display in a department store window, with a sumptuous surrounding of gowns or for setting on the stage itself this should prove a sure-fire idea.
The still with a guitar is adaptable for music store exploitation; but it offers, in conjunction with the story around it, an even more unique suggestion for the stage. The idea of a woman of the world.
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