The Film Daily (1918)

32 ttfcjpt DAILY Sunday, July 14, 1918 Play Up Star and Exceptional Cast; Make It Plain That This Is Comedy The Box Office Analysis for the Exhibitor Viola Dana in "OPPORTUNITY" Metro This has been produced purely for laughing purposes and as such, it certainly ought to register big with audiences anywhere. Miss Dana has established quite a following in many communities and her work in this will surely captivate the most hardened fan. I would also make some noise about the supporting cast in this as several of them have been starred individually on the stage or in pictures in the past, and their names should pull business. I don't think the title will pull any business, because it does not suggest that this is a comedy. Metro certainly lost an opportunity when they pinned it on this for a title. To make up for the shortcomings of the title I would subordinate it with catchlines like these: "The laughable predicaments that befell a girl who dressed up like a man so she could attend a prize fight." "The embarrassing circumstances that confronted two men when they discovered that their adopted "pal" was a girl in boy's clothes." You might use some K. C. B. style of copy like this : VIOLA DANA didn't want to be a girl . . . BECAUSE GIRLS couldn't attend prize fights ... SO SHE appropriated brother's clothes . . . AND TWO well meaning men . . . TOOK HER to their apartment . . . AND TOLD the butler ... TO GIVE the "boy" a bath . . . AND EVERYTHING . . . AND THEN Viola knew . . . WHEN A feller needs a friend . . . BUT SHE wiggled out . . . WITHOUT RUINING her reputation ... OR ANYTHING . . . BUT SHE had her little difficulties . . . AND YOU'LL laugh at her predicament . . . WHEN YOU see her ... IN "OPPORTUNITY" . . . WE THANK YOU. Run this copy one line under another, a la Kenny Beaton. Why Keep on Kidding One Another? (Continued from Page 1) out. Far from the proper number of days have been signed and the personnel of the management in many ways has been a handicap. Mr. Berst came in quite late. Mr. Ochs haa too many enemies and when he continued on the job these persisted in refusing to tie in money with United. I am convinced that United cannot be put over without an "angel," and resorting to that method would not be playing fair with those who have put up coin for stock. There are troublesome days coming. Every exhibitor owes it to himself to do a lot of very tall thinking. He should investigate the situation carefully and then DO SOMETHING! So far as I can see the affiliated plan looks square and capable of real fulfillment. I am going to go into all the details of their plans this week and will tell you what I think next week. But if you can't get to Boston, don't lose any sleep about it. We will probably have the usual bunk with possibly more politics than usual, but it really doesn't matter much what any exhibitors' organization of a non-business character does. What you should be concerned in is what will happen to the United and the Affiliated. So far as I can see the Affiliated has all the best of it. Will tell you all about both next week. Meanwhile, if you have a vacation coming to you, chase along to Boston. You'll find a lot of regular fellers there and everybody always has a good time. You might even grab a few good ideas from all the chatter that will be spilled. Anyway, watch the indicator ! Delivery Delays Owing to the unprecedented conditions confronting the railroads and the confusion naturally following, from time to time your copy of "WID'S DAILY" may be a day or several days late. It is impossible to avoid this. Uncle Sam is doing his best, but delays, especially in the deliveries of printed matter, are impossible to avoid at this time. Be patient. If the delays become too irksome let us know. "WID'S DAILY."