Associated First National Franchise (1921)

6 First National Franchise SemiMonthly "Passion" Argues for Quality Admissions Crandall Admits Mistake of Not Charging Enough — Opens In Harrisburg to $1 COINCIDENTAL with the announcement that "Passion" opened in Harrisburg, Pa., at the Orpheum Theatre on January 31 to $1 top admission, came a confession from Harry Crandall, of Washington, D. C, that he failed to raise his admission prices high enough for the engagement of "Passion" at the Metropolitan in the Capitol City when it played there for two weeks. This despite the fact that he did boost the box office price SO percent. The facts are another argument for quality admission prices for quality attractions. They speak for themselves. Mr. Crandall booked "Passion," the Big Five" production, starring Pola Negri, into the Metropolitan for the week of January 16. The regular scale of admissions at the Metropolitan is 20 cents and 25 cents for matinees, 25 cents (balcony) and 40 cents (main floor) for evening performances. The house record up to January 16 for one weeks business was $13,600. For the run of "PASSION," Mr. Crandall raised the matinee price to 55 cents for the entire house and to 80 cents for the evening. An increase of 140 percent. At the close of the last show Saturday night, January 22, the gross receipts for the week totalled $28,829.41. Not a single complaint was heard during the entire week about the advanced prices. O.i the contrary, many patrons of the Metropolitan made a point of stopping after the performance and declaring that they would have cheerfully paid $1.50 to see the picture and felt perfectly satisfied. "Our only mistake was that we did not charge seventy-five cents for the matinee and one dollar for every seat at the evening performance of the week," said Mr. Crandall. "This picture has passed my fondest hope. Without any doubt, this is the greatest box office record ever created in Washington, regardless of the price of admission. What America's Foremost Critics Say: NATIONAL BOARD of REVIEW of MOTION PICTURES: " 'Pa, »ion in its imagination and its dramatic vigor, and in the quality of its acting, must be regarded as a masterpiece. It is a screen spectacle of the first magnitude, and a work of true photod ramatic art. It should interest all love:, of the fine and unique in motion pictures." Milt Fay CarntU—Tituhtr, Dicialil Preparatory Coiltgt: "After seeing this film. I wish that every girl who longs for. a career on the Creat While Way.' might know the story of Jeanne du Barry." Dr. Frank Cranr—Aiiotiatr T.Mlor »/ llir Xric York "Glcbt," tajt: and remarkable production. It fairly took my breath i Dr. Glenn Frank — Editor "An arnazing picturel Wonderful reconstruction Crammed with hurr ,f the period." Dr. II. R. SUrk—PrriiJent »/ It, Inter., km eh Film Company "A great picture and a vivid and accurate portrayal of the time.." From /Vt-ev York Timet. HIGHEST EXCELLENCY "One of the preeminent' motion pictures of the present cinematographic age. "Few spectacles, if any. have surpassed the scenes of the •tree! crowd, and revolutionary mobs, which increase in number and importance as the story hurries to its final """Seldom has a photoplay been as excellently acted. First among the players is Pola Negri. Here is one of those rare persons with screen personality. She is lovely She is eipra.»ive That is her charm " 'Passion' may be written down as one of the preeminent pictures of the day. In 'Passion' the photoplay about reaches ,t. limit of excellence " Pola Negri The Wonder Woman POLA NEGRI, star of "Passion achieved fame as premiere da...*, of the Imperial Ballet at St. Petersburg During this stage of her career, she enjoyed an intimate friendship with the family of the late Czar Nicholas and the high favor, of European royalty Subsequently, Mis. Negri appeared on the concert stages of the Continent as a violinist of recognized talent. And now, as Europe*, most distinguished motion picture actress. Miss Negri and the genius that is hers is destined to command the admiration of the world What you will see in this wonderful Masterpiece : YOU'LL SEE POLA NEGRI. You'll feel he e \er fir.t as little Jeanm »ho tusgrrctiam. • S little Je.nn the country. mills! Pan You'll see '.er fi InendJes. Wait fro finds work in gay apprentice. You'll see her radiant beauty and audacity' carry her past the barrier, of poverty, jealousy and greed to the pinnacle of place and power, Tala 1* lb* .onm.i roana't of • -oodr ■«■!■. You'll w oaro (,*1„ ood 41* for ber. Lu ll i.u.h. ood it,., ii sad ... »'•» ao>. Passion may be written as one of the pre-eminent pictures of the day. In it the photoplay reaches its limit of excellence."A' The inside of the four-page herald supplied as part of the service to exhibitors who play "Passion r n. "It is true that we did advertise the picture well and exploit it properly. For this we spent $5300. The newspaper campaign started with very small ads and worked up to threequarter pages on Sunday. In addition to that, we got every one of the twenty-six twentyfour-sheet stands available in Washington, and we put one hundred 24's, 3's and 6's in surrounding towns within twenty miles of the capital. "We put out in Washington and surrounding towns, five thousand window cards and one Announcement Extraordinary ! 5 ^a^J\jk^> \\ A^VvvJJ^ \^iAJ2_. Direct from the World's Record -Breaking Presentation at the Capitol Theatre, New York tEpic. Took two years to produce Beautiful and powerful be' The romance of the world adventure... This i. the fascinating i a man whos, nd compare, most daring id darn.g than Cleopatra and love for her transcends death Pages 1 and 4 {right and left) of the "Passion'* herald sheets, fifteen hundred heralds and twenty thousand automobile throwaway cards. "We increased our orchestra from twentythree to thirty-five pieces — and even with the unusually increased expenses, the results were unusual." By way of backing up his satisfaction with the appeal of "PASSION" to Washingtonians, Mr. Crandall extended the run for a second week at the Metropolitan, predicting as he did so that the gross total for the two weeks would not be less than $50,000. As in the case of every other community in which "PASSION" has been shown, word-ofmouth advertising kept the production sailing along on a flood tide of attendance through to the end of the second week. "Conservative critics will agree," declared the Evening Star, "that with the possible exception of one or two American masterpieces, 'PASSION' is the highest example of screen art and screen drama ever seen in this city." "'PASSION' ranks beyond doubt with the greatest pictures that have ever been conceived and projected upon the silver sheet," said the Washington Herald. "The real appeal of the picture lies in the sweeping force of its wonderful story. It served to introduce a continental star in Pola Negri, a Polish actress with a command of screen powers that are a veritable revelation to those familiar with the limitations of some of our popular screen luminaries." "Few films combine the spectacular and the dramatic as effectively as the remarkable First National production, 'PASSION,'" is the opinion of the Post. "The showing of this great photoplay revealed new possibilities for the camera and demonstrated the high standard that the photoplay can be made to reach." Harry Crandall's achievement in Washington was built on the confidence he had in the attraction he was showing, and in the response of his public to unusual quality. The courageous showman can apply the same principle to a production of the same equality in his own town at any time. All he requires is the attraction and his own natural showmanship.