Exhibitor's Trade Review (1919)

1596 EXHIBITOR'S TRADE REVIEW Volume 5. Number 21, mmmmmm& YOUR THEATRE & THE OTHER MAN'S CONDUCTED BY R. W. BAREMORE Press-Book on Emerson — Loos New Feature "Oh, You Women" Carries Splendid Line of Advertising Helps Here. Many Special Features, With Valuable Suggestions Available for Showmen. Cuts, Lay-outB, Lobby Displays, Music, Snappy Catch Lines and Tenser Campaigns Included. FOR the special John EmersonAmi a Loos production, "Oh, You Women," starring Ernest Triicx and Louise Huff, the Paramount company have prepared a wonderfully fine press-book, considerably larger and containing much more material than their usual press-books. This expertly made up press-bpok of twenty-four pages contains about everything necessary for an exhibitor to put "Oh, You Women" over in such a way that the whole town will be talking about it, with the result that much extra money will come in through the box office. As a a matter of fact, it is one of the finest press-books ever issued and no exhibitor who intends to play \hh feature should begin to plan his publicity and advertising campaign without studying it carefully and thoughtfully. An idea of the value of this book may be gained through an explanation of just what it contains. On the inside cover page a neat, classy little folder is shown. It's a "teaser" bit of advertising matter that will attract attention, On page three will be found a full-page chat with exhibitors taking up in detail the best methods of exploiting "Oh, You Women." Then electros and mats are illustrated with captions for them, followed by an interesting story about John Emerson and Anita Loos. Other material of value to be found in the press-book is an article by Charles Frederick Carter, in which he interviews the authors of "Oh, You Women" on the achievements of women. This is the kind of an article that editors ought to be glad to get for Sunday supplements or special motion picture sections of the newspapers. Page eight of the press-book is given over to exploitation ideas and exhibitors helped, with brief biographies of the two stars, helpful hints and a list of the accessories. Page nine offers the full cast and a detailed synopsis of the story. Page ten offers more publicity suggestions, while page eleven has the sort of press stories that are read and which make an impression. Pages twelve, thirteen, fourteen, fifteen and sixteen are given over to advertising layouts. Page seventeen has a column of snappy catch lines. The music cue sheet will be found on page eighteen, which also offers some other good publicity stunts. Page nineteen shows a reproduction of the beautiful rotogravure one-sheet. Page twenty presents a very clever newspaper layout for which mats can be obtained. The mailing list campaign is outlined on page twenty-one, while page twenty-two offers a few other good publicity stunts. Page twenty-three shows the lobby display material and page twenty-four illustrates the Startling and artistic posters. From cover to cover this press-book on "Oh, You Women" is packed full of valuable data for you. The way in which Ascher Bros, played up "The Turn in the Road," released by Robertson-Cole through Exhibitors Mutual, in the lobby of their Chateau Theatre, in Chicago Many Full Week Runs for "The Turn in the Road" Stanley Corp. Books Robertson-Cole Feature for All Its 80 Theatres FULL week engagements for "The Turn in the Road," the Brentwood special released by Robertson-Cole through the Exhibitors' Mutual, appear to be the rule. In several cases the drama has been held over for a second week, as was true of the Rialto, San Francisco. This followed the picture's eight-week engagement at Quinn's, Los Angeles. Seattle played the production two weeks in John Hemmerick's house. The Stanley Booking Corporation has listed "The Turn in the Road" as a coming attraction in every one of its eighty houses throughout Pennsylvania. In West Philadelphia, the leading theatre of the section. The Nirdlinger, will house the picture for an entire week, while the Comerford at Scrantou will run it for an entire week. Does This Kind of Showmanship Appeal to You? It's Sure Fire and Usually Means Bloated Box Office Receipts and Satisfied Patrons HERE'S another clever bit of showmanship which Joseph Shaffer, publicity manager for Ascher Brothers, used to put over a feature at the Midway Theatre, Rockford, 111., and the crowds filling the house for every show of the three days the feature was running showed that he did put it over with a vengeance. The Metro production of "Out of {he Fog," featuring Nazimova, was the picture chosen for exploitation. Into the centre of the lobby projected a rocky promontory on the top of which stood a gray stone lighthouse. Life preservers were used to decorate the sides of the promontory and drawn up on one side of the rocks was a canoe. To further carry out the idea of the lighthouse standing guard over the rocks at the edge of the sea, on either side of the lobby waves were simulated with a long line of canoes drawn up on the beach in front of them. A prologue was staged before the showing of the picture. The stage was set with a sea scene showing the big waves and a shipwreck in the foreground. At one side was a lighthouse and the rays of light from its revolving lamp were thrown out over the audience. A sextet, of men and women sang during the showing of the prologue, which appeared to blend into the first scene of the picture. An extremely clever twenty-four sheet which Paramount is using in its exploitation of the John Emerson-Anita Loos production, "Ohl You Womenl"' Select Press Book Classed Among the Best Exhibitors Who Book "Bolshevism on Trial" Will Have Splendid Help. From Cover to Cover the Book Is Full of Advice and Aids. Music Cue Sheet and Score Has Been Added to the Document. ONE of the most complete exhibitor's press books and advertising aids ever distributed with any motion picture production is the sixteen-page magazine and music cue sheet which Select Pictures Corporation has published in connection with the exploitation of their spectacular and timely special attraction, "Bolshevism on ' Trial." This attractively edited magazine covers sixteen 9 x 12 pages. It is printed on heavy white stock and contains hundreds of valuable suggestions and aids for the exhibitor in successively advertising the big special. From cover to cover the information contained in the magazine includes, on page 2, a description of posters, cuts, mats, lobby display, and lantern slide. The third page is devoted to a resume of the story, illustrated with a scene from production. Page 4 contains advertising suggestions and thirteen sure-fire catch-lines, while on the fifth page are three synopses, two ready-to-clip press reviews and a box containing the billing and cast of characters. On page 7 there is a reproduction of a full-page copyrighted advertisement which appeared in the New York Herald of Monday, March 10th. The eighth page contains two sample advertisements, so constructed as to appeal to the average middle-sized town exhibitor who is his own advertising writer. Page 9 lists a series of advantages in store for the exhibitor who plays this production, and also contains a special suggestion on advertising possibilities. Re productions of elertros and mats are printed on page 11. A special electro and mat service has been prepared for this production, including two two-column, three three-column and two one-column. Page 12 contains reproductions of two threesheets, one twenty-four sheet, one six-sheet and two one-sheets. On page 13 the exhibitor has his choice of four ready-to-clip press items. These are so prepared that the exhibitor can clip them from the page and hand them to the motion picture editor of his local newspaper. The music cue sheet and score occupy pages 14 and 15. On page 14 is printed the score, while the opposite page holds the cue. The last page of the magazine, page 16, is devoted to a list of Select Branches in the United States and Canada. 4