Associated First National Franchise (1921)

February i, 1921 First National Franchise 17 MerchantExhibitor Tie up That Helps Here's another method of cooperation which may be used to advantage by motion picture exhibitors. It is a merchant-exhibitor tie-up based on a theory that by advertising each other, both are helped. It may also be a solution of the use of advertising film to the exhibitor who finds himself in a quandry not wanting to run it but unable to convince merchants that his reason for not doing so is sound. This happened in Laredo, Texas. Leo M. Valdez, of the Royal Theatre, is the exhibitor. August C. Richter, owner of the One Price Department Store, is the merchant. The film which resulted in the tie-up was "DON'T EVER MARRY", produced by Marshall Neilan for distribution by Associated First National Pictures, Inc. Here's what the department store did for the theatre: 1. Arranged a window with three wax figures representing a bride, a groom, a minister. All were clothed in up-to-date style and the setting for the window was very nice. A typical poster from the production was used and the store figured in the advertising to the extent of the announcement: "This picture was made before Richter announced the b cut price sale. Now anyone can afford to marry." 2. In every other show window in the theatre, in display counters inside, and in every other way possible, attention was called to the window display. Even in the newspaper advertising of the store a paragraph war carried inviting the townspeople to see "DON'T EVER MARRY." In return, the theatre ran for six days a short commercial film prepared by a clothing manufacturer for which the store had an exclusive agency. The film told a little story as to how to select goods and was under the title of "Buying Daddy a Suit." That was the cooperation, although Mr. Valdez declares that the store tie-up made more effective another exploitation stunt he utilized, one that has been used other places to exploit the same production — a bride and groom riding around the town in an automobile carrying advertising posters. The tie-up with Jhe big store also helped in making up an advertising page taken bv the theatre and various other local merchants. All in all, the showing of the picture was one of the most successful ever held at the Royal Theatre. The spirit of helpfulness was inspired. The motion picture theatre was recognized as a business by the merchants and the cooperation was helpful around the whole circle. Complete Interior from the screen, Orpheum Theatre in Fond du Lac, vVi's. Saenger Interests All the Youngsters TRIES OUT STUNTS THAT BRING THE KIDDIES, WHO BRING THEIR PARENTS Manager Jackson Gets Women To Count Freckles Many beautiful Washington Heights women appeared without the slightest traces of powder or rouge on their attractive faces, as a result of an invitation issued by Manager Ben H. Jackson, of the William Fox Audubon Theatre, for all freckled-faced women, boys and girls to attend the Adubon as his guests. "Freckles Admit You Free" was the slogan of Manager Jackson and the beautiful ladies had to appear bare-faced to prove that they possessed freckles enough to permit them to go to the theatre on their faces, so to speak. The plan was devised to exploit Marshall Neilan's production, "Dinty," featuring Wesley Barry, "The Freckled-Faced Boy of the Screen." Women and boys and girls were quick to avail themselves of the privilege of seeing "Dinty," cm the strength of their freckled beauty, and many qualified. T^OR the purpose of motion picture exhibiting the old adage about taking care of the pennies and the dollars will look out for themselves, might be humanized and paraphrased to read "interest the kiddies and the adults will turn out for the show." Appeals to the youngsters have often been made and just as often have resulted in crowde_d houses for the theatres using them. The Saenger Amusement Company, New Orleans, who hold the franchise for Associated First National Pictures, Inc., for that territory, have originated two "kiddie" stunts which have been used with great success all over the territory by exhibitors in connection with showing of "DINTY," Marshall Neilan's latest production, starring Wesley Barry, and distributed by Associated First National Pictures, Inc. One of the novelties is in the shape of a Special Engagemr 11 1 FIVE DAYS. BEGINNING SUNDAY. JAN 111 The CoImsmiI Drama "PASSION" UtVI ■ ■ LAIC I PLAZA THEATRE DOUGLAS FAIRBANKS ... " I ME MARK OF ZORRO" »H>M.MlAY4TH|HMHY.JANUAKi !H ft 27 MAI RICE TOURNEUR'S "THE GREAT REDEEMER" tKlliAY .nJ MM KHAY. MM AKi :« >n.l VIOLA DANA in ■ I I N I) E R E I I. A • S I V I V .1... "Ulr VEILED MVSIEHV How the Plaza, New York, announced "Passion' a folder 10] _■ inches widr by 6 inches deep, folded into pages of 3* > inches wide throwaway. Across the top of the sheet is the question: "Well. Well, Who Have We Here?" Immediately, below the question is an apparently meaningless spread of 215 dots, each one of them numbered. Instructions are given on the sheet to start at dot No. 1, draw a straight line to dot No. 2, and then to dot No. 3, and so on, until the 215th dot has been reached, when the lines drawn take the form of the face of Wesley Barry, grin, cap, and all, as he appears on the one-sheet posters on "DINTY." At the bottom of the throwaways is the wording: "If you have been careful not to miss any of the dots you'll have a nice, cheerful, smiling picture of Dinty. What? You don't know Dinty? Then you better get acquainted. He will be at " And then space for the name of the theatre and the date. The proper tracing of the 215 dots is a pretty complicated task and usually as amusing to grownups as it is to the youngsters to whom the throwaways are distributed. It means that the circulars are taken home and the family knows about the attraction. The second novelty is a tie-up with local merchants in an award offering contest for the boy or girl under fourteen who has the most freckles. The judging takes place either in the theatre or privately, but the bestowal of the awards is always a public event on the stage and consequently a wide attentionattractor. The novelty of the freckles getting a person anything of value has appealed to a number of the newspapers in the southern territoo' as being interesting reading with the result that many of the contests have been accorded the best sort of publicity. In Shreveport, La., the Majestic Theatre succeeded in getting five merchants interested in the contest.