Exhibitors Herald (Jul-Sep 1922)

42 EXHIBITORS HERALD September 30, 1922 Browne Copy Sounds "One Clear Call" To Advertisers A new idea? A good idea? A sound idea? Here are three. In them, we believe, Mr. Frank L. Browne, manager of the Liberty theatre at Long Beach, Cal., and a contributor of many brilliant "Theatre Letters" to this department, reveals the policy responsible for his notable success. If you read nothing else this week, read the reproductions of Mr. Browne's advertisements and the story that explains them. AN OPEN LETTER Important! THOSE OF YOU WHO KNOW ME WILL BELIEVE ME wken I say thill "ONE CLEAR CALL," now showing at the LIBERTY THEATRE, i» a truly great photoplay. You've heard about there being "So much bad in the belt of Ul and so much good in the worst of us that it doesn't behoove any of us to talk about the rest of us," haven't you? Well that's the subject of our picture and a mr>n supposed to be very, very bad, and a doctor known to be very, very good; a lady of mystery and a bcaut:ful and tender homo woman;' a tiny boy and an adorable old couple act the story for the screen. Your appreciation of the film will depend so much upon NOT knowing what it's all about before you visit the theatre that I wouldn't be playing square with you to tell you of what transpires in the lives of the interesting characters portrayed by the wonderful cast headed by Henry B. Walthall, Claire Windsor, Milton Sills, Irene Rich and Joseph Dowllng. There are other attractions on the program also, including The Prizma Dance Film; the latest Kinogram News and a musical novelty by Frank Anderson at the Organ. Very truly yours, FRANK L. BROWNE, Manager Liberty Theatre. P. S.— Our phone 643-234. An open letter to the Long Beach public sponsoring First National's "One Clear Call" and incorporating copy from one of the picture's trade advertisements in this publication. In his advertising campaign for "One Clear Call" Mr. Browne very evidently proceeded with confidence horn of conviction. It is clear that he helieved "One Clear Call" to he ;m exceptional picture. Under similar circumstances many very good showmen would have proceeded to sound the loudest possible call through extravagant exploitation. No so Mr. Browne. To this competent advertiser the engagement was an occasion for dignified, forceful advertising, for personal endorsement. It is well known that personal endorsements, when justified by their subjects, reflect most creditably upon their employers. In making up his copy Mr. Browne used a portion of the copy composed by First National for its trade advertising of the picture in this publication. If you read adver SAY IT WITH WORK Reproduction of a card in red. black and blue, 51 2 inches wide, given out by the Liberty theatre and posted widely in offices. Read the very small type near the base line. tisements as carefully as does Mr. Browne you will experience no difficulty in identifying that part of the text previously published in Herald ad pages. * * * Another reproduction on this page shows the store card used for the .same attraction. Here, again, the Liberty manager departed from custom, featuring Long Beach merchants and thus assuring prominent and permanent display of his copy. The wisdom of this is apparent. The reproduction makes adaptation a simple matter. The smaller card shown in a third reproduction concerns itself with no motion picture but reflects additional credit upon its producer. This plain design, in simple color, was passed out among merchants and other employers some months ago. Their popularity was general and the majority of those distributed still occupy prominent places in offices and shops. The six point line naming the Liberty identifies that institution with the spirit expressed in the motto. Such identification is good for any institution. The three compositions are distinctly "out of the rut." All are fresh in conception, largely original. They typify the work of the man whose letters have been high points BOOST YOUR CITY! THIS IS ONE CLEAR CALL TO BUY FROM LONG BEACH MERCHANTS Long Beach Advance Club Frank L. Browne's original card for exploiting "One Clear Call" at the Liberty, Long Beach, mentioned in his "What the Picture Did For Me" report on the picture in this issue. in the steady progress of "Theatre Letters," the new and immensely popular exclusive feature of this department. * * * Exhibitors everywhere can apply Mr. Browne's "Say It With Work" idea without change. It is a foregone conclusion that its author will grant permission upon request. He is that sort of a showman. Exhibitors playing "One Clear Call" and sharing Mr. Browne's opinion of it as entertainment may profitably avail themselves of his example in exploiting that attraction also. The picture has been widely exploited, but never to our knowledge more effectively. Rain Checks Rain checks modeled after those used by the New York baseball team of the American League were distributed by the Sheridan theatre during the run of "The Storm." The reverse side of the check bore the message: "This Yankee rain check and 40 cents will admit you any evening to the Sheridan theatre to see 'The Storm,' America's greatest photoplay." A Good Sign A sign measuring 69 feet long by 11 feet wide, bearing letters 4 feet high and illuminated at night by 74 nitrogen lamps was used by the Grand theatre at Columbus, O., to advertise "Monte Cristo." Dropped from the roof of the building it extended over a stretch of five floors. Staple Stuff Fred V. Greene, Universal exploitation man, drove an ancient stage coach down Broadway, New York. A banner read, "Ask Your Local Theatre Manager When He Will Play 'In The Days of Buffalo Bill.' " This is staple stuff, the sort of thing professional exploitation men should do for exhibitors consistently. Its effect is general.