Associated First National Franchise (1921)

February 15, 1 Q 2 1 First National Franchise 7 1.1 if* 1 High Lights of Exploitation 11 1st Takes a Page to Announce Sub-Franchise and Marriage WHEN it comes to putting his advertising before his patrons in a way that brings maximum results, Al Campbell, manager of the New Orpheum Theatre, Mexico, Mo., is blazing a trail of originality that is leading toward big business. Recently, Mr. Campbell made a visit to St. Louis. There, he was granted the sub-franchise for Mexico, Mo., in Associated First National Pictures, Inc. Also, Mr. Campbell was married on that visit. It was upon Mr. Campbell's return to Mexico that he took the greater part of a page in the Mexico Evening Ledger to publish an ad, the largest display type of which read : "1921 — At your Orpheum." When he returned from St. Louis Saturday, Al Campbell, manager of your New Orpheum not only brought back a new wife but some of the greatest picture contracts ever returned to a city of 6,000 inhabitants. Below are listed some of the stars and coming attractions which will make the 1921 program at this popular amusement house a most attractive and unusual one. "Your Orpheum Theatre has the exclusive rights for Associated First National Pictures in this city. These pictures feature such stars and authors as: James Oliver Curwood, Marshall Neilan, Norma Talmadge, Charles Ray, Katherine MacDonald, Sidney Franklin, Allen Holubar, Mildred Harris, King Vidor, Pola Negri, Lionel Barrymore. Constance Talmadge, Charles Chaplin, R. A. Walsh, Mr. and Mrs. Carter De Haven, Henry Lehrman, Whitman Bennett, Dorothy Phillips, Allan Dwan, Marguerite Clark and Wesley Barry." The ad created a great deal of comment in Mexico, where local residents are calling Mr. Campbell the "advertising genius of the age." "Dangerous Business99 Gets Longer Run in Portland One of the few pictures within the year to play longer than one week at the Majestic Theatre, Portland, Oregon, was "Dangerous Business," starring Constance Talmadge and distributed by Associated First National Pictures, Inc. One week is the usual picture run at the Majestic. "Dangerous Business" was scheduled for this period but business on the seventh day had grown to such proportions that the picture was held over until the end of the 10th day when it was taken off to give the Liberty a chance to readjust itself to its regular schedule. The Majestic Theatre prides itself on its record for having only pictures that will pull. Frank Lacey. manager of the Majestic Theatre, considered the drawing power of Miss Talmadge so strong that while he designed an exceedingly attractive lobby it was not one representing an unusual expenditure. Large cut-out figures of the star placed at the corner pilaster of the lobby were the only additional features other than the usual framed one and two-sheets. F. D. Bligh's lobby at the Liberty Theatre, Salem, Ore., for " Go and Get It. " It did. Devil's Garden" Creates New Fans YOUNG EXHIBITORS IN HARLAN, IOWA, WORK ON THE PUBLIC'S CURIOSITY AND SCORE THE success of "The Devil's Garden" in Harlan, Iowa, indicates that First National attractions are suitable to all sections of the country alike. Out in that city are two young men who always been termed live wire exhibitors. They operate the Lyric and Empress Theatres at that place and have built up a wonderful business by giving their patrons the very best to be had. These two showmen seeing the advantage of a First National Franchise were among the first in Iowa to seek and obtain one. Recently they played the Lionel Barrymore production "The Devil's Garden." Here was a picture these two exhibitors, Youngclaus and Latta, knew was good, but to let the public know this was a different proposition. About two weeks prior to the running of the picture they started their campaign. They placed teaser ads in the local paper, followed up by big ads. such as are provided in the press book. They used one sheets, six sheets, and twenty-fours. So far this was nothing out of the ordinary, as Youngclaus and Latta always advertise First National attractions with plenty of the attractive paper furnished by the exchange. But — here's where they started the town talking. A few days before the date of showing they placed a mammoth sign in front of their theatre stating that "No Child Under the Age of 16 Would be Admitted During the Run of the Picture." This was also carried in all their newspaper advertising. People were so interested that they would even call up the theatre to be sure of the correct dates of the showing. Then tinleading ministers of the city took it up and praised the management highly for placing an age limit on the picture. They thought it a very fine idea and could not say enough about it. They thought this method should be applied to certain pictures and praised the Harlan theatre men for being the first in the city to originate this idea. Then the, pastor of the First Congregational Church preached a sermon on the movies the Sunday before "The Devil's Garden" was run and this sermon caused a good number of church members to deposit some of their money in the theatre box office who had never done such a thing before. All this agitation caused the management to do a record breaking business and let it be said that the "Devil's Garden" not only got the money but lived up to the reputation of all First National Attractions, and left the patrons satisfied. After the show the pastor who had praised the picture from the pulpit said, "How many sermons do you suppose I would have to preach to bring out the lesson as clear as it was done in this picture. I consider it a wonderful picture and intend to use it for one of my sermons in the near future." WKen Is a Surprise Genuine? WKen It's In Old "Th H ole You'll Notice SOMETHING When You See "The Old Swimmin" Hole"