Associated First National Franchise (1921)

THE p , Information ASSOCIATED FIRST NATIONAL 1 ersonahties 5 FRANCHISE F" FEB. 15, 1921 Try-out Proves Big Film s Real Worth "Man-Woman-Marriage" Put On "Cold" In Paterson Breaks Records Of FiveYear-Old Theatre IF the new mark established by "Man, Woman, Marriage" at the Regent Theatre in Paterson, N. J., six days of the week of January 24 can be used as a correct gauge of the motion picture industry, the Big Five series of Associated First National Pictures is the strongest array of box office attractions yet released to the public of this country. Although admittedly a try-out, as "Man-Woman-Marriage" is not yet on the release schedule, the Paterson engagement swept the fans of that city in such droves into the Regent Theatre that all records of the house, which is five years old, were broken. No attempt was made to exploit the production widely, as the try-out was made in the nature of an experiment to determine the real drawing power of an attraction listed in the Big Five. The week's attendance, for the six days, reached 31,702, which topped by more than 500 paid admission any previous week in the theatre's five years. NO BIG CAMPAIGN The biggest week the Regent had ever had, prior to "Man-Woman-Marriage," was that during which "Mickey" played to 31,200 people. Of course, for that engagement an elaborate campaign was mapped out and put over in advance, to get the public thoroughly aroused to "Mickey." In the case of the Holubar drama-eternal, none of this was done. The campaign was very modest, in fact it was designed on a basis that could be used in any part of the country and by any theatre playing the attraction. The fact that but $771 was spent, the majority of it in the newspapers, indicates that the attraction is strong enough to play any city or town and win out on its merits without the aid of a costly campaign. Naturally, theatres that can afford to put more money into the advance publicity should reap more solid returns in proportion, but the fact remains that Associated First National has solved the secret of box office success for exhibitors by supplying productions which sell themselves. In addition to being "put on cold," "ManWoman-Marriage" was tried out in a city of 125,000 people who derive their living chiefly from the silk mills. These silk mills were closed at the time, most of the people Woke Up the Editor THE engagement of "Man-WomanMarriage" in Paterson accomplished, among other things, the awakening of a newspaper editor to the fact that big pictures should be reviewed in the columns of the paper. The Morning Call had not previously given space to reviews of pictures, and the policy was that not until you died could you get your photo in. However, after the Holubar attraction opened, nearly a column of favorable review space was given to the picture. The writer concluded by saying: "It is not too much to say that the motion picture drama has been elevated by its conception." Trust Getting ready to spring the ttory were out of work, and the mills have not reopened. Yet "blue Monday," the opening day, brought out 5.205 people who paid to get in. The theatre seats close to 2,200 and three shows were given. The closing day, with continued cold weather, brought 7,259 paid admissions, indicating that the word-of-mouth advertising was responsible for the increase. "Man-Woman-Marriage" was the chief topic of conversation in Paterson the entire week, a state of affairs brought about entirely through the merit of the picture and not through sensational advertising or campaigns. PAPER NOT YET READY Probably the letter written to First National by Charles L. Dooley, general manager for Jacob Fabian, shows more clearly than anything the real strength behind the picture. It is as follows: "Nothing I can add will speak more forcibly than the drawing power this special has shown. It is in every way a special feature that any theatre on the First National Circuit can show to great financial returns. As you know, we played it without The Greatest Story of Motherhood Ever Seen by Human Eyes TeaaTr, actual size, for Paterson showing any of the regular paper or advertising matter being available, and it made good simply on its merits and through the word of mouth advertising it received from those who saw it. It has a wonderful appeal to the female sex, besides attracting men from all stations in life. It was praised by women's clubs, social workers, ministers and roughnecks, so you can judge that it has satisfied all classes that attend motion pictures. "I congratulate First National on having another winner to add to its numerous successes. We thought "Passion" was about the biggest thing we could possibly expect, but 'Man-Woman-Marriage' tops our list." The figures supplied by the Regent management show that the attendance was as follows: Monday, opening day, 5.205; Tuesday, very cold, 4,604; Wednesday, 5.260; Thursday, 4,678; Friday, 4,696, and Saturday, 7.259. or a total of 31,702. Previous record for a sixday week stand as follows at the Regent: "Mickey" 31.200 "My Four Years In Germany". .21.555 "The Miracle Man" 28,265 "Daddy Long Legs" 28,517 "Shoulder Arms" 28,464 "Humoresque" 29,181 "Polyanna" 24,108 "45 Minutes from Broadway" . .22,618 "Kismet" 18.575 "Male and Female" 17.480 All of the above productions were pushed to the limit before the engagement opened and after it started. Times were also better in Paterson when they played there. DETAILS OF ENGAGEMENT The details of the campaign on "ManWoman-Marriage" are very unpretentious. To begin with, $800 was appropriated for the try-out, but only $771 was used, aside from the expense of replacing two doors in the lobby which were broken in by the crowds surging into the theatre. Of the appropriation, most was used in the newspapers, beginning three days prior to the opening of the attraction. First of all Manager Dooley took ten 24 sheet stands in the most prominent positions in Paterson and covered them with a yellow (Continued on pagt 14)