Exhibitor's Trade Review (1919)

SPECIAL SERVICE DEPARTMENT EXHIBITOR'S TRADE REVIEW DIRECT TO THE PUBLIC ADVERTISING CAMPAIGN FOR, TOUR WIFE AND MINE" (Tyrad) R. W. BAREMORE, Editor, Special Service Department SPECIAL SERVICE t ■ TlTH 'Tour Wife and Mine" you Wl have the sort of a picture that is quite a bit out of the ordinary, a melodrama that can be depended upon to arouse the interest of film fans the country over and with a title that can be made to get you a whole lot of publicity and which can be used for the kind of advertising that arouses curiosity. The releasing company, Tyrad Pictures, Inc., have prepared a good line of advertising material for the production, material that you can use to decided advantage and which, coupled with the suggestion and ideas outlined on this page, should enable you to put over the kind of a campaign that will get you big business. Owing to the fact that the picture is laid in France and England, there is no big star, that is one who is well known in this country, for you to feature, but Eve Dorrington, who plays the leading role, is an actress that ivill please your patrons and one who does excellent acting as well as putting over a number of thrills that will make any audience sit up and take notice. It would be worth while to play up this actress and tell your patrons a good deal about her. Possibly your best plan in bringing this picture to the attention of your public is to go after them with the promise that in "Your Wife and Mine" they will see a real melodrama, one of the old school sort, the kind that have always thrilled theatre goers and which have been popular ever since the stage has been known. Without much doubt you can get the public coming to your theatre if you play "Your Wife and Mine" up in this way. Don't go easy on the thrills and tense scenes, boost them for all you are worth. You will find some suggestions along these line in another column on this page. As with all pictures that you put on as special features, this one should be advertised and given publicity in a big way. That's the only plan to follow out when you want to get extra business and put more money into the box office. If a picture isn't worth going after in a big way, it isn't worth while boosting as a feature. "Your Wife and Mine" is thoroughly worth while and it therefore deserves big advertising, the real showman sort of publicity. Go after it and clean up. High Lights to Play Up Among the many thrilling acenea and •tuntt that can be played up heavily in all your advertising and publicity matter are the following: The high dive, made from an upper •tory window of a house, by the heroine to escape from the villaini. The thrilling retcue of the child from the railroad traeki aa the express train rapidly ■pproaehei, Thlt rescue it performed by the dog. The feata of strength performed by the strong man who picki up people, throwa them about; breaks through doors with =eae, eatchea people aa they fall from building" and does other atuff on the order of Maciate. What Your Patrons Should Know About "Your Wife and Mine" 1. It is a six-part special feature supervised by Winifred Dunn. 2. The star, Eve Dorrington, is an English actress who "ill astonish film fans with her ability to inject thrills into a story. 3 It is a melodrama packed full of Btunts and thrills From heginning to end. 4 The story it tells is of love and intrigue with a wonderful blending of heart interest. 5. You will be delighted by the noting of n homely little dog that plays an important role with intelligence. 6. The locale of the story is laid in France and England, and some very beautiful locations are disclosed. 7. The supporting cast bus been well chosen anil includes a strong man who performs many remarkable feats. 8. Every reel is full of punch and pep of the sort that will hold the undivided attention of any audience. 9. The story is clean throughout with nothing presented that will offend in any way. 10. It is a feature with a universal appeal, the Hort of story that will interest both young and old, men and women. fully the specially prepared muaic cue ■hoot that has been made up for thia picture. For Your Lobby Carrying out the idea of playing thin tip iin a regular melodrama it would be well to display in the lobby framei scene ntilU of the big thrill" in the picture. In addition to thin you ihould UIQ a : 1 number "I photograph! of Eve D erring lull niul ii ]Min»il)li .i . ill nut or two made from the posters. Punch Paragraphs "To escape the from the top atoi tutiately ihe. landei man and wai thus in only one of the i Wife and Mine.' th picture now being lllain the t of D bi woman dived Iding. I' or in the arm! of a itrong inved From injury. Thin ? nix pari ■pedal Tyrail shown at the The thrilling fire scenes when the villain sets fire to the country house to destroy the heir to the fortune. The suspense when the strong man threatens to let a girl slide into the street from the top of a building into the heavy traffic below, in order to make her confess where the child is hidden. The placing of the bomb on the yncht and the exciting motor boat chase to prevent a disaster. The plotting of the villain and villainness to gain control of the family fortnue. Paper and Other Helps Some very good material is available for exhibitors on this feature. All of it can be used to decided advantage. The list includes well made up one, three and six sheet posters of fine design and execution, the kind that will get business if posted properly. There are three sets of photographs, 8 x 10. II x 14 and 22 x 23, five large lobby display frames, oil paint ing! 3 14 feet by 5 feet. One, two and three column cuta are also available. The press sheet consists of four puges detailing the merits of the picture nnd giving information about the star and supporting cast. Suggestions for the Balance of the Program 1. Overture by Organ or Orchestra. 2. News Reel, Scenic or Educational. 3. Song or Musical Number. 4. "Yflur Wife and Mine." 5. Musical or Song Selection. 6. Comedy. It would be well to run a good, fast moving, slap stick comedy with this feature. In booking the balance of your program bear in mind that the feature ia in six reels. It would be well to avoid foreign acenes or educational. Something of a domestic nature ahould be uaed. In presenting the feature see to it that your organist or orchestra leader follows cure the thing that 10. What Was the nd send the See It affects YOU— FRIEND HUSBAND, AND YOU, FRIEND WIFE— U Your Wife and Mine" The Photoplay of the Day Presented by Tyrad Pictures, Inc. A Cinema Production You Will Never Forget at the SYMPHONY THEATRE NEXT WEEK Sample two column newspaper ad (ADVERTISEMENT) Theatre. If you like regular melodrama don'l mill this picture." "Good old fashioned melodrama ■ the kind that offers thrills and feat I of strength that will make you gasp. That's the sort of entertainment you want. Thorn never was a feature film no full of thrills and punch ns 'Your Wife and Mine,' featuring the great English actress, Eve Dorrington. Seo it at the Theatre to day." "The time bomb was net to explode when the yacht was out at nea. It placed in the hold and villain hoped to destroy I stood between him and fortu do you lUppoie happened? bomb found or did it explode yncht to the bottom of the o< 'Your Wife nnd Mine" at the ■ ■ Theatre," "Ho took her child away from her, tied the woman up in a deserted house nnd ' then set fire to the place. This in one of tho exciting scenes in "Your Wife nnd Mine,' the npocinl six part feature that in Jffnow the attraction at the ■■ — Theatre, There are ninny other thrills and tense scenes too numerous to mention. See this great picture if you appreciate real melodrama. " "Twd villainous cousins net out to gain control of the family fortune. They determined to stop ot nothing, not even the destruction of the rightful heirs. The attempts they made, the thrilling escapes of their intended victims and the work of a strong man. forma the basis of the plot of 'Your Wife and Mine,' the thrillieit meladrama you ever bow. See it at the Theatre," "Do you love animals? In 'Your Wife and Mine* a homely but exceedingly clever little dog plays an important role. He ts the central figure in one of the biggest thrills of the big melodrama. Here is a picture packed full of thrills, tenae dramatic icenea and punchea that will make you ait up and take notice. 'Your Wife and Mine' is now being exhibited at the Theatre." Headlines That Tell a Story "Woman jumpa from top atory of building to escape villain." "Child tied to railroad track aa fast express train approachea." "Bomb placed in hold of yacht aa it atarts out to aea." "Two people, a man and woman, try to get control of vaat family fortune." "Girl threatened with deatructlon to make her confeas hiding place of heir to big fortune." "Rightful owner thought dead, villain! conspire to get big fortune," "Packed with Punch, Pep and Pith." "A Regular melodrama that will make you gaap with excitement." "Will keep you deeply absorbed throughout the alx reela." "Six reels of thritla, atunta, heart interest and tenae drama." "Man badly injured in mad race of speeding automobiles."