Associated First National Franchise (1921)

First National Franchise Semi-Monthly 12 Big Teaser Campaign for "Dangerous Business" The readers of the newspapers in Lafayette, Indiana, a town of about twenty-five thousand inhabitants located on the historic banks of the Wabash river, had their curiosity keyed to a high pitch recently by an ominous half-page display which appeared every day in the newspapers throughout the week of January tenth, Monday to Saturday, inclusive, under the caption of "Dangerous Business." On Monday it read as follows : " 'Dangerous Business' — drinking moonshine ; it may contain wood alcohol." Tuesday — "Joy riding; you may wake up in a ditch." Wednesday — "Singing the 'Die Wacht am Rhine' ; you may be shot." Thursday — "Talking in your sleep ; you may be heard." Friday — "Guessing the answer to this ; you may be wrong." And then on Saturday, the bomb shell was exploded with the following full page display : " 'Dangerous Business' — pretending to be a bride when you are not. Constance Talmadge played with fire pretending to be married when she wasn't, and then her supposed husband dragged her to his home and — well, Connie recieved some shock that quite cured her of her fabrication. See what happened to her at the Luna Theatre, Monday, Tuesday and Wednesday, January 17th, 18th, and 19th." This clever exploitation of the Constance Talmadge picture "Dangerous Business" distributed by Associated First National Pictures, Inc., originated in the fertile mind of Herbert H. Johnson, manager of the Luna Theatre, the largest picture house in Lafayette, Indiana, seating eleven hundred people. The people were on their toes throughout the week, wondering what was going to be sprung and when the situation was unfolded before them they were eager and enthusiastic. Constance is about the biggest favorite in that town of Lafayette and the picture — it was exactly the kind in which Connie is known to shine. Some story, some star, some manager, some crowds. These tell their own story. More About Freckles Youthful enthusiasm! It can't be equalled. As evidence of this, we cite a recent happening at Lima, Ohio. R. M. Emig, manager of the Regent Theatre, was showing "Dinty," Marshall Neilan's latest feature through Associated First National Pictures, Inc. Among the several stunts that he had arranged, was one in which he wanted a Lima youth to impersonate "Dinty." A thorough search of the city revealed the startling fact that Lima did not boast of a very great number of freckled-faced boys, and those who did "sport" the sun spots, could not be induced to walk the city streets garbed as the Neilan hero. But it was an easy matter to manufacture freckles and that was what Emig was forced to do. And therein comes youthful enthusiasm to the fore. The lad was secured and his duties explained to him. He immediately entered into the spirit of the stunt with a will that only a ten-year-old ruddy-faced youngster can command. "But I don't like the freckles you given me" said the boy after Emig had dressed him up to impersonate "Dinty." "I'm goin' to get better ones." And he did. That night when the lad made his appearance, his features fairly glistened under a covering of freckles that would make Wesley Barry turn green with envy. "Huh, I told yer" chuckled the lad, "I've got freckles that look like freckles." At 8:30 that night it was an entirely different matter for when the boy tried to wash his freckles off, they refused to be washed. The youngster, in his eagerness to get "real freckles," had dotted his face with iodine. Part of the exploitation of the Barrymore attraction in Washington Heights, New York Unique Plan by Ainsworth to Exploit "Twin Beds" "Twin Beds," starring Mr. and Mrs. Carter De Haven and distributed by Associated First National Pictures, Inc., went over with a bang at the Orpheum Theatre, Fond du Lac, Wis., probably due to the jazzy line of copy put out by Manager A. S. Ainsworth. In case other exhibitors, who have yet to play "Twin Beds" want to see some of Mr. Ainsworth's ticket-selling copy, the following, which started in the newspapers a week in advance of the first showing is quoted : "This is the discreet young Blanch Who declared to Hubby There must be Two Twin Beds in their flat And this is Monti Wicked and wise Who longed for a look Of those lovelorn Eyes of Blanchies. Alabama Exhibitor Tries Big Week Idea and Puts It Over When Manager A. D. Butler of the Academy Theatre, Selma, Alabama, decided to pull a live stunt, he inaugurated a "Big Week" at his theatre, with special feature attractions for each day, he knew of no better way to insure success for the venture than to start off w'th "Go and Get It" Marshall Neilan's independent production distributed by Associated First National Pictures, Inc. Mr. Butler started motion picture fans talking from the jump, for along with the lavish use he made of billboards, and the distribution of neatly printed cards he enlisted the interest of the Selma Times-Journal in promoting a contest offering a prize for the best criticism of a picture shown in the seven-day period which made up "Big Week." Prizes were three passes to the Academy Theatre, the first good for six months, the second for three, and the third for one month. The judges consisted of the newspaper editorial staff. Daily signed stories in the Times-Journal called attention to the progress of the contest and reproduced some of the best criticisms sent in, arousing still further interest. Advertising in the press was heavy, a fourpage section of the paper being used Sunday, January 9th, and throughout the week big space was used. The words "Big Week" in box car letters greeted the eye on every hand, from billboards, and posters, and one of the big illuminated signboards in a central location in the city bore simply the words "The Big Week, January 10th15th, at the Academy Theatre." Suspended high above the main business street was a similar sign upon which a powerful searchlight, placed on the top of the Academy Theatre, played each night. Advertising qualities of the sign were as good by day. Attention to the Academy Theatre was also cleverly directed by an advertisement, inserted in the Sunday paper, in which Manager Butler sought to find one white person over the age of sixteen, in the city of Selma, who had never seen a motion picture. No contestant for the position coming forward a story was made on this subject later in the week. Lobby displays were attractive, but of no unusual character, but had there been any attempt at novelty, it would have been obscured by the crowds which nightly stood in line, waiting their chance to get into the theatre. Nightly the capacity of the Academy, which is 845 seats, was taxed. Twenty-five cents is charged for the entire lower floor, fifteen cents for the balcony and five and ten cents for the gallery. Programs are changed nightly. During "Big Week" only "Go and Get It" was shown twice, the management following its policy of changing daily. This is the stocking Of shimmering silk That Monti saw reeling Home with the milk At early morn This is the wine So rich and rare That jazzed the feet And ruffled the hair of Monti And here's the Window To which he scaled To enter the room Where Romance prevailed And this is the veil We have to draw Over the things That Monti Saw." Mr. Ainsworth started his newspaper campaign on Monday with a half-page splash. Among his best lines were : "Sheets of laughter — pillows full of 'Pep' — and nothing to blanket your fun." "If there is a single laugh left in you — this play will bring it out." "More than a mile of smiles, and a ton of laughs." A Big Tie Up for Constance Talmadge and "Dangerous Business" Rudolph Benson, publicity representative for the Lisbon Theatre, Cincinnati, Ohio, and W. A. Clark, exploitation man for the Associated First National Pictures, Inc., Exchange of Cincinnati, put over a neat bit of exploitation for Constance Talmadge and Associated First National when they arranged for a monster letter of congratulations to be sent to Miss Talmadge upon her marriage to John Pialoglou. The stunt was staged simultaneously with the showing of "Dangerous Business" at the Strand. It was the occasion of her first appearance in Cincinnati since her marriage in Greenwich, Conn. An artist was employed to sketch the letter in enlarged form. He occupied a conspicuous place in the lobby of the theatre during the entire week. A table, with pen and ink and a young lady attendant, made up the balance of this novel stunt. Over two thousand names were attached to the letter. His Honor, Mayor Galvin of Cincinnati, was the first to place his name on the list, the letter being taken to his office in the City Hall where newspaper photographers "snapped" the Queen City Mayor in the act of signing the missive. The Cincinnati dailies carried stories for several days on the stunt, also photos.