Exhibitors Herald (Jul-Sep 1922)

44 EXHIBITORS HERALD September 30, 1922 "Still Ideas" on "Manslaughter" By LEON J. BAMBERGER Assistant Director of Paramount Exploitation "Manslaughter," forthcoming Cecil B. DeMille production, is generally looked forward to as the "Affairs of Anatol" of 1922. While the picture has not yet been screened for purposes of review, the Paramount division of exploitation offers the following outline of its exploitation possibilities exclusively to readers of this department. Its careful perusal unquestionably will facilitate accurate determination of the picture's box office value by exhibitors when it is projected for the trade. THE CHIEF FIGURES: — Cecil B. DeMille, Thomas Meighan and Leatrice Joy, the principal players. SOMETHING OF THE STORY:— A rich young woman believes that her position entitles her to break all laws. She is opposed by a steadfast young district attorney who believes in the equable enforcement of law. When the girl kills a policeman through careless driving, the young district attorney, although he loves her, sends her to prison, where she learns the lessons of life. The charge on which she is convicted is "Manslaughter." "Manslaughter" has an unusual variety of scenes. The story is set in modern times, however there is a prolonged allegory which hearkens back to the debauched days of the Roman Empire. It is slightly more difficult to sell a costume picture to the public than one of present-day characters. No matter how great, how fine, a costume picture is, it has to be sold on the story value to counter-act any possible prejudices. "Manslaughter" is altogether a modern story, and the stills showing the ancient episodes should be used only with adequate explanations. One of the best ballyhoos for "Man Still I. slaughter" is the simplest. Every high class automobile boasts of its ability to throttle down to five or six miles an hour. Get your Cadillac, Packard, Kissel, or Lincoln agencies to give you a spick and span machine with a liveried chauffeur or a beautiful girl for a driver. Make up a banner reading something like this: We Are Driving Slowly Careless Accidents Through Fast Driving May Lead to "Manslaughter" A Paramount Picture The Rivoli Theatre September 18th The Kissel Car Can Be Throttled Down to Five Miles An Hour The Central Automobile Co. 2116 Main St. Inasmuch as a man is killed in the picture through careless driving, the stunt is more than appropriate. The car should be driven close to the curb, and its creeping pace attract a lot of attention. * * * The police element in the picture suggests several heralds. First, you can get up a traffic summons like those tagged to steering wheels, for infractions of vehicle ordinances. These can "summon" the driver to see "Manslaughter" at the Palace Theatre, etc. You can rest assured that the driver returning to his wheel and seeing this ominous tag will read it. When he finds out that it is only advertising he will breathe a sigh of relief and feel very kindly toward the theatre. Another herald would be a copy of the summons or writ for trial. You can get a blank from the county clerk. Make up a herald in the same design, summoning the patron to be present at the theatre on such and such a date to answer for "Manslaughter," * * * The title has a good punch for a newspaper teaser campaign. Still 6. Suggested teasers are : Motorists Beware of "Manslaughter.' There will be "Manslaughter" in Kokomo on Wednesday, September 25. Warning! September 25. "Manslaughter.' Would You Commit "Manslaughter?' Fathers of Kokomo! Do You Know Your Daughters Might Commit "Manslaughter" Any Day. Be Prepared for "Manslaughter." To the Police. Look Out for "Manslaughter." Obvious tieups for the picture would be with book stores for a display of Alice Duer Miller's novel from which the picture was taken. Miss Miller writes for a number of popular magazines including "The Saturday Evening Post" and a magazine tieup should be possible. The stills are rich with photographs which can be worked into window displays: An oddity of the picture is the prizefight staged between two girls. Stills on (Concluded on page 8i) Still 2 Still 3. Still 4.