Associated First National Franchise (1921)

February I, I g 2 I First National Franchise 5 About People You Ought to Know Makes Big Picture COL. FRED LEVY, of Louisville, needs no introduction. He is recognized as the Associated First National speechmaker of the Blue Grass State and vicinity. His fame, in this instance, was thrust upon him and has secured such a strangle hold that the Colonel gathers speechmaking momentum as time goes forward. The Colonel's proclivities came to light about a year ago, at a First National dinner in New York, and have improved to the point where he is the chief speaker at openings of new theatres. Among his most recent appointments were the openings of the Bleich and Empress theatres in Owensboro, Ky., and the new Lawrence in Bedford, Ind. "Anyone could talk about the Franchise," declared the Colonel. "Even the Sphinx would open up and say a mouthful in praise of it if questioned on the subject." HERE'S the man who made "ManWoman-Marriage,'" creating it step by step with the same infinite care an artist uses on his canvas. The measure of his success is apparent in the fact that the drama-eternal has been named in the first group of the Big Five, and Allen Holubar is entitled to a similar place in the army of directors. Dorothy Phillips, the director's better half, is entitled to a share of the credit. First National exhibitors will find her acting in "Man Woman Marriage" a revelation ; something to base real advertising and exploitation on. And this gives us a chance to mention the press sheet on the attraction. The biggest favor we can do is to advise exhibitors to make use of the press sheet. It has a purpose — to help the box office. J J. ALLEN and his brothers are as • well known in Canada and parts of the United States as Smith Brothers are to people with a cough. But the Aliens are a lot more popular. They are THE Aliens, and the picture fans know that if they see it in an Allen theatre it MUST be good. One of the outstanding causes for the success of these progressive young men is System. They believe in it and practise it. System in advertising; in publicity; in exploitation and in presentation. And the most important system is the booking of pictures up to a standard. First National attractions have a firm footing at Allen theatres, where audiences are discriminating, but human. All this ha"s resulted in the lengthening of the Allen chain. They are building new theatres steadily. It is not a boom — it is system on a systematical basis. TWENTY-NINE theatres under the proprietorship of but one man is an accomplishment that should scare the pessimists and calamity howlers to the tall timber. Michael Switow, with headquarters at Louisville, last month opened his twentyninth and is figuring on his thirtieth. He declares his new house, the Lawrence, in Bedford, Ind., was built on a First National Franchise. He looks upon it as his greatest achievement, for he feels that his business foundation is solid all through. Robert Lieber, of Indianapolis, has referred to Exhibitor Switow as the daddy of the movies. In 1906 he was a confectioner, but when he saw some horses gallop across the screen he became interested, listened to the call of Opportunity — and there he is. RALPH WINSOR puts in his time as manager of the Star Theatre, Portland, Ore., and to say that he does a good job of it is merely speaking the obvious — if you know what we mean. The Star is under the Jensen and Von Herberg banner; is a regular theatre and plays regular pictures. The deposits at the bank are as regular as any part of the operation of the house. In the preceding issue of FRANCHISE we gave an inkling of how Manager Winsor magnetizes the lobby. We hope his methods can be used to advantage in some other territory, to make the lobby more than just a mere "come-in" place for the customers. Tell us what YOU have done. ANY aggregation of Southern gentlemen would be sadly lacking in something or other if Willard C. Patterson were absent. But why confine it to Southern? We admit the mistake, and include the Northerners as well. Exhibitor Patterson is manager of the Criterion Theatre in Atlanta, Ga., and answers to the title of President of the Southeastern Theatre Managers Association. He pleads guilty to being hard boiled on the subject of motion pictures, but can find lots of time to slip in a good word for First National attractions, which he plays across the board at the Criterion. He has a storehouse of ideas that would keep the exhibiting business going indefinitely — if the productions are of a standard to justify it. <There'll be a Franchise everywhere HS-Cr-Cr