Exhibitors Herald (Jul-Sep 1922)

36 EXHIBITORS HERALD July 22, 1922 Phillips Film Has Promise Walter F. Eberhardt, Associated First National Pictures exploitation department, contributes for the benefit of "Herald" readers exclusively the following suggestions for the exploitation and presentation of "Hurricane's Gal," forthcoming Dorothy Phillips vehicle. AS its title indicates, "Hurricane's Gal" is a virile sea story, a vivid melodrama of smugglers and piratical craft, artistically done. The stills that show the best exploitation angles, however, do not — with a possible exception or two — have a direct bearing upon the brine. We mention that it is a sea picture as it will occur in the suggestions later and we want to avoid the situation of a young journalist friend who received from a stage beauty by the name of Mason, a bunch of eugolistic clippings about a certain Miss Ham. "I'm very much interested," he replied, "but I'd be more interested in something about you." "I forgot to tell you," she answered. "My right name is Ham." here and look like this" (with an arrow pointing to the last of the three stills). It would be hard to conceive anything more incongruous than the quartet shown in the fourth still. Walalce Beery as the roughneck heavy with his feet plastered on the desk, Dorothy Phillips as the semiprimitive girl who is just commencing to feel the first call of civilization and the Chinaman bending over the baby crib. We suggest a title contest on this picture which can be obtained at any First National exchange and run in the local newspaper. Two animals — a goat and a monkey — Primarily there stands out among the exploitation possibilities the three stills of Dorothy Phillips, first as the water rat on the deck of the Tahiti Belle, with sweater, water proof shoes and corduroy trousers. The second still, with the star winding exquisite cloth around her body, shows too plainly for words the desire for becoming dresses. The third is Miss Phillips in real life. add an unusual comedy touch in the plot development, and the association makes them logical mediums for a street ballyhoo. Either one parading on the streets with signs: "You can see me in 'Hurricane's Gal' at the ," are promising outdoor stunts. been overworked. More appropriate is the scene of the old sea captain and the girl at the organ singing songs. Their faces bring to mind such melodies as: "Strolling by the Sea," "The Bounding Waves," "The Wearing of the Green," and similar ones; and it is not surprising to learn that serious and semi-serious songs actually form their selections in the picture. The figure of Dorothy Phillips in the Spanish costume of laces and frills brings to mind many possibilities in the way of tie-ups usherette costumes (although a sailor dress can be used for this also), and even for a prologue idea. Science's latest inventions — the radio and airplanes — figure conspicuously in the story. It is unfortunate that the still photographer failed to catch some of the wonderful shots that the motion picture camera caught from the wings of the plane and of the falling machine, or the splash of torpedoes and the flash of musketrv. They give all the elements of crashing action and afford another opportunity for dealer co-operation. Inasmuch as the radio and airplane involve a thrilling rescue at sea, in which the rescuers — Uncle Sam's greyhounds and air patrol — are summoned by radio, it might be a good bet to have your local station broadcast the message: "I am coming. Any desirable department store should be a legitimate tie up for this angle with the caption "Have your clothes made that the South Sea Island picture occupies a comparatively unimportant place in the film. However, it is an idea — if the South Sea Island atmosphere has not Coming fast, too. In 'Hurricane's Gal.' At the theatre. Dorothy Phillips." A tie up with a store dealing with radio apparatus is a logical angle of ex