Associated First National Franchise (1921)

8 I i r s t National V r a n c h i s e S e m i M o n t h I y A fashion show fits in with most any attraction. Here's one used by the Strand, Albany, N. Y. , with "Jim the Penman" First National Week Pays Maurer LOUISVILLE FANS ENDORSE SATISFYING QUALITIES OF PROGRAMS AND SWAMP BOX OFFICE THE Strand Theatre, Louisville, Ky., ran a "First National Week" recently and George J. Maurer, manager of the house, is still congratulating himself on the results of it. An indication of how well Louisvillians took to the idea may be gathered from the fact that Mr. Maurer was .obliged to dispense with his usual line of mounted cut-outs in the lobby of the Strand, on account of the size of the crowds at most of the performances. "Twin Beds." the Carter DeHaven farce comedy, opened the week and drew the opinion from those who saw it that DeHaven's portrayal outranked that in the stage play from which the picture was taken. Lionel Barrymore in "The Devil's Garden" closed the week, and along with the feature "The Toonerville Trolley" was used to balance the program. Fontaine Fox, the creator of the "Toonerville" series cf cartoons, is a Louisville boy, and his first cartoons were published in the Louisville newspapers. This Mr. Maurer proceeded to capitalize in all his advertising, and carried special four column-layouts, featuring the engagement of the Toonervilles. The first performance at which they were shown was a complete surprise to those who had expected to see animated cartoons. Thereafter the theatre was crowded at every show and patrons leaving the house commented on the program as one of the most enjoyable the Strand had presented for many weeks. Barrymore in "The Devil's Garden" was voted a genuine treat. An added attraction was the special 300 feet "little journey" to the homes and studios of the stars and producers who make pictures for Associated First National. This includes intimate glimpses of Marshall Neilan leaving for location in his pony "blimp," Allen Holubar directing the prehistoric scenes for "ManWoman-Marriage," Anita Stewart, The Barnmores, Katherine MacDonald, Charles Ray and Norma and Constance Talmadge. A newspaper advertising campaign was employed by Mr. Maurer to stimulate the success of "First National Week." Four hundred lines of advertising was used in each of the four Louisville newspapers, for each change of program, and all the resources of the Strand lobby, considered the best in the city for display purposes, were called into play to swell the attendance during the week. Brooklyn Uses Prologue In Advance ELABORATES ON TRAILER IDEA AND GETS OVER GOOD WORK FOR "THE KID" SHOWING ANEW idea in advertising a coming attraction within the theatre had a tryout recently in the Brooklyn Mark Strand Theatre when a prologue based on Charlie Chaplin's "The Kid" was put on in advance of the showing of the picture. It was a departure from the usual trailer announcement although a trailer followed the prologue announcing that Chaplin would begin a six-day engagement in "The Kid" the next day, Monday. Thus "The Kid" received advance inside-the-house advertising from both a prologue novelty and a trailer. How she can love — How she loves! "The PASSION FLOWER'' When the audiences on Sunday saw the curtain rise on the advance Chaplin prplogue, they saw a dancer, a woman, too, attifed a-la Chaplin putting on a burlesque Chaplin dance number. The prologue was divided into two parts, the last bit being given to the Chaplin eccentric dance entirely. The dancer imitated Chaplin without overdoing it. As she concluded a screen announcement stated that Chaplin would be seen on the screen tomorrow in "The Kid." '->*» The first part of the prologue was based on Lionel Barrymore's film "Jim the Penman," which was on the bill beginning Sunday and accompanying Chaplin through the week. The scenic set was that of a drab city alley, possibly New York's old Bowery, with sickly night lights blowing in a breeze. At the head of the Alley the Strand Male Quartette, wearing the sport clothing of habitues of such a section, sang the old and famous "Sally in Our Alley" number. The originality of the Brooklyn Strand is entirely in keeping with the modernity of the entire organization. Much comment has been heard on the progressive advertising the theatre is doing. The design of its newspaper and program ads indicate that much thought and time are put into this phase of the work. Accessories Put Over Two Big Five Attractions The results of consistent newspaper and billhoard advertising boosted along by a judicious use of poster cards were demonstrated by the showings of two Associated First National releases, "Passion" on February 21, 22 and 23, and of "The Kid," for the whole week of February 28 to March 5, at the Trenton Theatre. Lynchburg, Virginia. Manager J. B. Trent started his campaign for both pictures a month before they were shown. Starting in January, each of his advertisements for other pictures were separated from the other reading matter by a single line in bold face type, "Coming 'Passion,' the year's greatest production." A week before the presentation of the production a series of ads began to appear both in the regular theatrical columns as well as in other parts of the paper. The Sunday before the showing, a full page was used on the last sheet of the paper with a big cut of the star. Reading notices were also used during the three days the picture was run. But three days intervened between the showings of the two features. Mr. Trent did not begin his intensive campaign for "The Kid" until "Passion" had completed its run. Then he covered the city with Chaplin cards and filled the papers with Chaplin ads. On the larger billboards were the big Chaplin twenty-four sheet posters. Each smaller board was covered with Chaplin cards, which were put up in places where cards had never been seen before. The campaign was short, but intensive, and it got results. Potato Matinee Scores for "Nomads of North" The "potato matinee" as an exploitation stunt was used by J. R. Lynch, manager of the Empress Theatre, Laramie, Wyoming, in connection with "Nomads of the North," James Oliver Curwood's latest release through Associated First National Pictures, Inc. Knowing that "Nomads of the North," was a dandy picture for children, on account of the wide variety of animals shown, and feeling sure that the kids could be relied upon to spread the merits of the picture among the grown-ups, Mr. Lynch made it known that two potatoes and two cents would admit any child in Laramie to see "Nomads of the North," at the special "potato matinee." The potatoes, it was announced, were all to be delivered to the Cathedral Home for children which was at that time in need of a good supply of spuds. The orphan kids got plenty of potatoes, and Mr. Lynch got plenty of advertising for "Nomads of the North" by this novel campaign. It seemed that almost every kid in town could raise a couple of potatoes and two pennies, and they all saw "Nomads of the North."