Exhibitors Herald (Jul-Sep 1922)

July 22, 1922 EXHIBITORS HERALD 51 Publicity to Cover Entire U. S. Backed up by an elaborate and far-reaching publicity and exploitation campaign, Fox Film Corporation product will go to the exhibitors next season with a broadside of advertising that will cover the country from Coast to Coast. This net only will be done, but is being done right now and has been done from the time the big specials conceived by Fox were outlined in the program for 1922-23. So that the exhibitors who book the big specials, the star output, Fox News, or the comedies will have the benefit of an avalanche of advance publicity that has been put out since the first of this year. Publicity has not been confined to any cne line of publication, but has been so arranged that the exhibitor in the smallest hamlet will benefit as well as the first run houses in the large cities. While this publicity was started before the first of last January, it is just now that the department having this in charge is concentrating on its broadside for the opening of the season. In the first place Fox is using a special list of newspapers in the key cities of the United States. These are supplied with stories of the Fox activities and its output, personality stories of the stars, star portraits, and scenes from the big specials. This is followed up each week with the same line of publicity to 1,700 newspapers throughout the United States, which are not only receiving the publicity matter, but are using it as a checkup on clippings from the clipping bureaus show. Following up the newspaper campaign the Fox office again scores for the exhibitor with its campaign of personality matter in the fan magazines. In the newspapers hundreds of columns have appeared since the I first of the year concerning the Fox pictures and players. Page after page has also, appeared in the magazines with double and single page layouts of such productions as "Nero," "Monte Cristo,'* "A Fool There Was," etc. Then, too, Fox, as producer, gives the exhibitors the benefit of Broadway, New York, runs before publishing his pictures generally. All this is to be followed up with the general publication of the Fox production by national exploitation. Exploitation plans are about completed for a big campaign in the fall. Publication Dates Set on Star Films \T7 ILLIAM FOX has planned a sched» » ule of production for the coming season which excels in box office merit anything the company has offered in the past. These pictures either will star or feature such well known screen actors as Mary Carr, William Farnum, Tom Mix, Dustin Farnum, Shirley Mason. Charles Jones, William Russell, John Gilbert, Lupino Lane, Clyde Cook, Al St. John and the Lee Kids. William Farnum will appear in a series of stories of rugged out-door life. His first production of the 1922-23 season will be "Moonshine Valley," from the pen of Mary Murillo. The picture will be issued August 27. "Romance Land," a story by Kenneth Perkins, will be the first for Tom Mix. This will be followed by "Just Tony," the story of Mix's horse adapted from Max Brand's popular novel, "Alcatraz." The former will be published August 20, and the latter October 1. Charles Jones will be seen first in "West of Chicago," written by Charles Salzer and directed by Reeves Eason. It is set for publication September 3. John Gilbert will appear first in "Honor First." This was adapted from George Gibbs' romantic success, "The Splendid Outcast," and is to be issued August 27. The second picture is "In Calvert's Valley." The charming piquant Shirley Mason will start the season with "The New Teacher. August 20 is the publication day. "Oathbound" will be the first offering of Dustin Farnum. Thereafter he will appear in several stories by Richard Harding Davis. "Oathbound" will be issued August 13. William Russell will be shown in a series of unusually attractive plays, beginning the new season on September 10, with "The Crusader," to be followed by "Mixed Faces." Among the featured players in the Fox array is Mary Carr, who has attracted widespread attention in her appearance in "Over the Hill" and "Silver Wings," the Fox specials. She will appear later in the season in "Penzie." The new star in the constellation of comedies is Lupino Lane, who has long been a favorite in Great Britain and on the continent. He will soon amuse America with his antics in "The Reporter." Clyde Cook, eccentric comedian, whose first will be "The Eskimo." Al St. John's initial offering will be "All Wet." The Lee Kids, long popular in pictures and headliners in vaudeville, are offered in some more bits of frivolous frippery. The first two comedies will be "A Pair of Aces" and "Kids and Skids." Fox Films Score In Europe William Fox productions today cover the four corners of the habitable globe. First in the field at home, the endorsement of millions of American fans has been ratified by enthusiastic audiences in Europe, South Amercia and the Far East. With a home organization as nearly 100 per cent perfect as any huge organization can be in these changing times. Fox Film Corporation has established offices in the principal centers of Europe, South America and the Far East, forerunners of a vast chain organization which in time will encircle the whole civilized world. In the United Kingdom Fox Film Company, Ltd., with head offices at 13 Berners Street, London, W. I., directs the work of the branches Liverpool, Manchester, Newcastleon-Tyne, Leeds, Birmingham, Cardiff, in Wales, Glasgow, Scotland and Dublin, Ireland. Fox Film Corporation, Ltd., of Canada, has its head offices in Toronto, Ontario, with branch bureaus in Montreal. St. John, N. B., Calgary, Alberta. Vancouver, B. C, and Winnipeg, Manitoba. Sydney is the seat of the Fox Film Corporation (Australasia) Ltd.. while in Melbourne, Victoria and Brisbane branch offices also are maintained. From Wellington, New Zealand exhibitors are looked after by a Fox office in that city. Continental and Central Europe is cornered from the Paris office of Fox Film Societe Anonyme. Exchanges are maintained in Lulle. Bordeaux, Lyon, Marseilles and Strasbourg, Brussels, Algiers in Africa and Geneva, Switzerland. In South America Fox Film de la Argentina has its chief office in Buenos Aires, with a branch in Rasario and another in Monte Video, Uruguay. The head office of Fox Film Company, Brazil, is in Rio de I Janeiro while a second office has been flourishing in Sao Paulo. At present negotiations are under way for the incorporation of a company in Germany and in the Scandinavian countries. As a preliminary, offices have been opened in Berlin and Copenhagen. The foregoing are under the direct control of the home office. In the Balkan States, Egypt, Palestine, Syria, and in the Far East, Japan, China, Siam, Federated Malay States. Dutch East Indies and Strait Settlements Fox pictures are distributed through established agencies. A deal has just been closed with John Olson & Company, whereby they will handle all Fox productions in Norway, Sweden and Denmark, while the Societa Anonima Itahana Comercio Cinematografica, of Rome, will look after the distribution for all of Italy, the Balkan States. Egypt, Palestine and Syria.