Exhibitors Herald (Apr-Jun 1922)

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34 EXHIBITORS HERALD Press Book Should Crystallize Ideas Into Greenbacks Says VICTOR M. SHAPIRO Pathe Exploitation Manager Cites Purposes of Campaign Books in Talk Before A.M. P. A. (Special to Exhibitors Herald) NEW YORK, April 25. — On the advice of Victor M. Shapiro, exploitation manager of Pathe Exchange, Inc., we should cease to call a press book a press book. That is a misnomer. Because of the ever increasing demand for this type of literature the press book should be properly termed a "campaign book." N instructive paper on the campaign book and its purposes was read by Mr Shapiro before last week's meeting of the Associated Motion Picture Advertisers. Probably one of the paramount purposes of the campaign book, as Mr. Shapiro points but, is that it "should suggest, guide, vivify, ideafy and point the way for the exhibitor to visualize, vitalize and crystallize ideas on paper into greenbacks." But the one who prepares the campaign book has a secondary aim in view, and that is to make of it a silent salesman — "to bring action through the printed word and picture, instead of personality." Granting that the basic fundamental of the campaign book is to serve both the exhibitor and the company salesmen, the next question is: "What should it contain?" On this phase of the subject Mr. Shapiro dealt at length. His suggestions are embodied in the following: * * * 1. It should contain the highlights of the film — the focal points to play up, the angles to emphasize set in display. 2. It should state the star, the cast, the director, the description, locations and special points of interest in short summary form. 3. It should contain a fairly complete synopsis of about three sticks and a short synopsis which can be used either for programs or for quick perusal. 4. It should have reproductions of the lobby display photographs or stills in lay out form visualizing the high lights of the picture. 5. It should have a mail campaign which the exhibitor can use either in post card follow up or direct letter contact. C>. It should have suggestions for theatre program copy. 7. It should have exploitation ideas that tingle with distinctiveness. It should have illustrated exploitation ideas full of personality that can be put over at a low cost. They should be visualized for the exhibitor and explained to him with simple, succinct copyIn fact it is best to outline these stunts and then mention the calibre of house (first run — medium — transient) that would find th_greatest good in using same. "8. The campaign book should have some advrr tising catch lines, compact selling phrases usable on dodgers or sundry ballyhoo. 9. It should have reproductions of the news paper ads in various sizes with Statements that they can be obtained in cither cut 01 mat form at the exchange. 1. 2 and 3 column newspaper ads, a slug cut, together with a scene cut, are a fairly good array of material on the usual feature. Of course on super features the array would be augmented. Line cuts seem preferable because the houses whic'i prefer half tones can have these made from the black and whites. 14). The book should contain press stories, which should be, before playdate — stories durinq playdatc — criticisms, feature stories — short paragraphs — and short personality sketches so the exhibitors can use the local personal appeal. U. It should have reproductions of the posters slides, window cards, novelties, star and scene cuts, and how and where these can be best used. It has been found that the exhibitor wishes to see in the campaign bonk only the things which arc available to him. If thenare drawings and illustrations, cuts of which he can-not get, like any other human being he wants just those cuts and none others because they are not available. 12. Campaign book should also contain musical cue sheet and musical score which states the description of the music, the numbers suggested, the subtitle or the cue to the stock number or better still a short synopsis of the action covered by the music suggested. * * * If the campaign book is to function as a service organ this is about all it can and should contain, he said. Estate Directs Sale of Productions and Plant Of Late A. H. Fischer (Special to Exhibitors Herald) NEW YORK. April 25— Jans Production, Inc., has been directed by Arthur K. Deutsch, executor of the estate of the late A. H. Fischer, to sell for the best obtainable cash price, the two special productions, "Man and Woman" and "The Amazing Lovers," which were recently produced by A. H. Fischer Features, Inc. The Jans Productions, Inc., have also been empowered by the executor to rent the studio and sell the laboratory at New Rochelle, and also to dispose of the ten Robert W Chambers' stories, the motion picture rights of which Mr. Fischer owned. Returning from Hawaii (Special to Exhibitors Herald) LOS ANGELES, April 25. — A cablegram received here states that Mary Miles Minter is on her way back to Los Angeles from Hawaii. Pictures for Mothers Week The National Board of Review has selected the following feature photoplays as especially suitable for exhibition for Mothers Day and Mothers Week, beginning May 14: THE OLD NEST— Goldwyn. OVER THE HILL— Fox. CNE MAN IN A M1LLION-R-C Pictures. HU MORESQUE — Famous Playcrs1-asky . HCMESPUN FOLKS — Associated Producers-First National. CLD OAKEN BUCKET— Wid Gunninij. THE GOOD PROVIDER — Famous Play;rs-LasUy. YOUR BEST FRIEND— Warner Bros. TURN TO THE RIGHT— Metro. DEVOTION — Associated Producers. F'rst National. DOLLARS AND THE WOMAN V;»-<T.--h. MOTHER O" MINE — First National. SCRAP IRON— First National. HAIL THE WOMAN— First National. May 6, 1922 Neilan-Goldwyn Close Production Contract Plan May Not Affect Those Houses Playing Neilan Features (Special to Exhibitors Herald) NEW YORK. April 25.— Negotiations have been concluded whereby Marshall Neilan will make his future productions in conjunction with Goldwyn Pictures Corporation. Mr. Neilan has just completed his last picture for First National. Initial Film in Fall Neilan has ambitious plans for the pictures he will produce at the Goldwyn studios in Culver City, Cal., under the new agreement. The initial feature probably will be ready for fall distribution. Neilan, an assistant director, cameraman and staff are scheduled to sail for England on Saturday on the Homeric. Credited with Successes There are few directors who have as many successes credited to their nameas has Neilan. He was director or producer of the following pictures which have found favor in the theatres of the country: "The Unpardonable Sin." "Daddy Long Legs." "Her Kingdom of Dreams," "In Old Kentucky," "The River's End," "Go and Get It," "Dinty," "The Lotus Eater" and "Penrod." This new production arrangement undoubtedly will have no affect on exhibitors booking Neilan pictures, for everything indicates that an agreement will be reached whereby Goldwyn pictures will go through First National after August 1 Harmony Talks Hold Center of Stage (.Concluded from preceding page) is secured because the industry is practically united here tonight. The time leaders of the industry, Cohen, Hays ami Walker are here seated at the same table and all pledged for the same thing. Reviews Board Work "As an illustration of what cooperation can do let me cite some figures on the work of the joint board of arbitration on which the F. I. L. M. Club and the exhibitors of New York have equal representation. Since December 24, la>t vear, 752 cases have been tried. Of these 230 were brought by exhibitors who recovered $46,000. Five hundred anil twenty two cases were brought by exchangemen. A total amount of $256,000 was involved in these cases and all were settled amicably and without recourse to the courts. Why not a national committee of the same kind?" Among the other recipients of tokens of esteem were Treasurer S. G. Book. ( ha i U-s ' loldrey er and Samuel Sonin who were given watches. A handsome silver cigarette case was presented to President Landau. Senator Walker making neat and humorous addresses with each gift. Then the Senator was "called lo th' bar" and Mr. Brandt, on behalf <>f In' T. O. C. C. presented him with a solid silver ctgarette case.