Associated First National Franchise (1921)

s First National Franchise Semi-Monthly Alpert's Campaign Suitable for Any Town IF there ever has been an exploitation drive in a town of less than 10,000 population that will rival in effectiveness and small cost the publicity campaign recently put over in Putnam, Connecticut, then, there are two campaigns that merit the attention of such showmen as are always ready to learn what to do to increase box office receipts. However, the "other" campaign has not as yet been brought to light. As a result Jacob Alpert's Victory Theatre campaign deserves the spot-light all by itself. Jacob Alpert is manager of the Victory Theatre at Putnam. And although manager Alpert modestly confesses that only a few of the devices he used to put over "Go and Get It," Marshall Neilan's second independent feature, distributed by Associated First National Pictures, Inc., were original, and that "the rest were culled from various sources," it is fitting and proper that he should be recognized for his showmanship in assembling the various stunts and putting them into one, big, record-breaking campaign. It is a matter of interest to note that all reference to '"Go and Get It" was kept from the lobby of the Victory until the production actually began its run. This is contrary to the policy of the Victory, since advertising in the form of posters and cut-outs is displayed in the lobby long before runs are definitely scheduled. In handling this newspaper display advertising, Mr. Alpert was forced to take into consideration the fact that the two newspapers in Putnam are weeklies, one being published on Wednesday and the other on Friday. Accordingly, the opening teaser ad for "Go and Get It" appeared in the Friday paper. The ad showed a line-cut of a railroad train going at mile-a minute speed. Only the. words "Go and Get It" completed the ad. Matters were left to rock along by themselves over Saturday and Sunday; but on Monday morning between midnight and 4 a. m., Mr. Alpert's men were on a secret mission in the business and residential district, slipping blue cards bearing the mysterious "Go and Get It" phrase under every door. Connecticut Exhibitor Dresses Up Old Ideas for {<Goand Get It," and Puts Attraction Over in Great Style This stunt had never before been done in Putnam. It started a flood of inquiries. Newspaper telephones began ringing, but the Observer and Patriot staffs were "in" on the stunt and revealed no information. Qn the Wednesday following the Monday morning on which the entire city found its official doorstep favored with a "Go and Get It" card, the Observer appeared with three teaser ads. One ad showed the snarling apeman and carried on the title of the picture for word matter. The other again showed the speeding railroad train. The other merely carried the title. The Observer commented editorially on Page One regarding the mystery. The next day, Mr. Alpert distributed 10,000 paper bags to his friends among the grocery store proprietors. The bags varied in sizes from a quarter-of-a-pound to two pounds. This was on Thursday and as' yet the mysterious "Go and Get It" had not been tied up with the theatre or identified in any manner whatsoever. To the Putnam Patriot which appeared the next day was accorded the honor of announcing what "Go and Get It" meant. This ad which set the puzzled minds of Putnam folk at rest was a three-column by eleven inch display which was entitled "If P. T. Barnum Were Advertising 'Go and Get It'." And the ad certainly was a glowing tribute to Mr. Barnum's use of the superlative. The Patriot also published a crackerjack news story on the opening of the production. The free paper bags kept the public informed with respect to "Go and Get It" during Saturday, and on Monday and Tuesday preceding the Wednesday and Thursday of the run of the picture. Mr. Alpert sent out a freckled faced lad carrying a sign which read: Wesley "Freckles" Barry The Wonder Kid Star In "GO AND GET IT" Has Nothing on me for Freckles There's a Free Pass at the Victory Waiting for any Kid that has as many Freckles as I have, so GO AND GET IT "In addition to other stunts, we placed fifty window cards and distributed heralds through the aid of the boys who carried the big-town Sunday newspapers," said Mr. Alpert. "I am perfectly free to admit that none of the stunts were original. We have Mr. Spragg of Gordon's New Haven Olympia to thank for the mysterious card idea. The rest of the stuff was culled from various trade journals sources. But inasmuch as the ideas are not copyrighted we feel free to adopt as many as seem suitable to us. "The local newspapers co-operated with us splendidly, being particularly generous with write-ups. "We do not exploit every picture. We do not believe in "roping in" our patrons. The patron must receive one hundred per cent, value for his money. Nor have we the time to exploit every picture with a four-a-week change. As a matter of fact, repeated big exploitation, even on every big special, once a week, in a small town, rapidly loses its novelty, force and value. The thing can be overdone, and money wasted foolishly. Too heavy exploitation on special productions often hurts the other days, so that the average gross for an extended period does not show any increase. But with careful, occasional campaigns, exploitation always pays. "We did as big as we could do, considering the fact that most of the mills in town are closed, some for over six months, and sixty per cent, of the population is not working. "Go and Get It" broke records and that tells the story." Gets Personal Touch To An Exploitation Idea E. G. Stellings, manager of the Grand Theatre, Wilmington, N. C., has evolved for feature pictures, an exploitation device which carries great weight with his patrons. This is in the nature of a letter from the star, and addressed to the manager of the Grand Theater. The letter usually states that the star thinks the picture showing is the best in his or her career and that the manager of the Grand can go the limit in recommending it to patrons. In exploiting "Forty-five Minutes from Broadway," starring Charles Ray and distributed by Associated First National Pictures, Inc., Mr. Stellings ran the following at the top of each of his ads: "New York City. Manager, Grand Theatre, Wilmington, N. C: I want you to know that you can personally guarantee my picture "Forty-five Minutes from Broadway," which I made from George M. Cohan's big stage success, and which you use Monday and Tuesday, as the BEST PICTURE I HAVE EVER MADE and one which will please everybody. Sincerely, CHARLES RAY." Also, inexploiting "Curtain," starring Katherine MacDonald and distributed by Associated First National Pictures, Inc., Mr. Stelling used the following letter from Katherine MacDonald: "Manager, Grand Theatre: You can safely say that my picture 'Curtain' is the best I have ever made with no exceptions. Wishing you every success. Sincerely, KATHERINE MacDONALD." Fox's Audubon Theatre in Washington Heights, New York, tried street stunts for "The Devil' s Garden.* ' Note the teaser electric sign on 4 'Passion" over the door