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THE THEATRE
SLPJWTICAi^
Tlie Production o f Expl oitation for the American eatre
A DEMONSTRATED ANALYSIS
rj~iHE production of exploiJ tat ion ror the American theatre is a curiously common sense business. From week to week, year to year, it goes on uninterruptedly, quietly, barely r.oted in an industry where the notable is ordinary, where systematic precision is preached by all and practiced by a saving minority. Because it seldom exhibits the inefficiency in conception or operation which is basis for nine-tenths of motion picture trade conversation, it is discussed infrequently where film people commune.
It is really a very well developed business.
A picture is made, described, published. Another follow a close upon its heels. Each must be sold to the public by the ex
"Our Leading Citizen "
CONTRIBUTED BY THE DIVISION OF EXPLOITATION. FAMOUS PLAYERS-LASKY CORPORATION.
,l_ R Leading Citizen." starring Thomas Meighan. is a political story, and will be is^red around the time
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hibitor. An imposing proposition, but none worry about it. Professional producers of exploitation reduce it almost to arithmetical simplicity.
/T is entirely possible for the theatre man so disposed to sell successive attractions to his public with consistent results if the matter of exploitation is left wholly in the hands of its professional exponents. His success in the majority oi instances will be greater, of course, if he adds to their general marketing plans original methods especially effective locally. This, like the business of exploitation production, is essentially a common sense matter.
To the organizations responsible for this comfortable condition Tew give deep consideration. A campaign book containing more or less useful material comes to hand. Posters, stills, form letters, newspaper copy, something to meet practically every selling demand, is expected when the picture is contracted for. It is provided. .Xo more is thought about it.
Yet these organizations are highly interesting.
J T XDER the able direction C_y of Mr. Claud Saunders, the Famous Players-Lasky division oi exploitation proceeds steadily from one Paramount picture to the next, equipping each with adequate sales mechanism and demonstrating the efficiency of that mechanism in practice. Under the competent leadership of Mr. .Xed
Holmes, the Associated First Xational exploitation department functions similarly, developing exploitation precedent for each attraction in the order of publication, following through from studio to screen. Similar organizations deal in similar manner with the pictures of other leading producing and distributing organizations.
All help showmen.
ON this page a graphic analysis of the method by which the production of exploitation is accomplished is begun. Parallel demonstrations contributed by the two organizations first mentioned above are presented as prepared especially for this department.
"One Clear Call"
CONTRIBUTED BY THE EXPLOITATION DEPARTMENT, ASSOCIATED FIRST NATIONAL PICTURES. INC.
SUGGESTING exploitation ideas for the entire country is the same hazard as recommending men"; styles of goods.
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