Associated First National Franchise (1921)

8 First National Franchise Semi Monthly Setting at Capitol Theatre, St. Paul, Minnesota, for Norma Talmadge in "The Passion Flower." The lighting included violets, purples, blues and rose Scrambled Wives" Prologue Good KINEMA IN LOS ANGELES SCORES ANOTHER HIT WITH MARGUERITE CLARK A TTR ACTION A SONG and dance act, combined with a bit of vaudeville, dramatic and comic, comprised the prologue which served to introduce the Associated First National Pictures attraction "Scrambled Wives," starring Marguerite Clark, to the audiences at the Kinema Theatre, Los Angeles, a house of the West Coast Theatres, Inc., circuit. The Kinema is a first-run theatre seating about 2300 people, and its prices are 40, 50 and 75 cents. Wm. Newbury, managing the Kinema and the Ambassador, the latter also one of the Gore Brothers, Sol Lesser and Adolph Ramish string, has built up a reputation for prologues. A household argument between man and wife served to open the prologue which Mr. New Moore Turns "Donation" Into Work for "Peaceful Valley9 A committee visited George R. Moore, owner and manager of the Lion and Royal, Bellevue, Ohio, and solicited a donation. "Sure," said Mr. Moore, as he forked over a greenback. "And I'll tell you what I'll do," Mr. Moore continued. "I'm going to have Charles Ray at the Lion in 'Peaceful Valley' next Friday and Saturday nights. Here's a bunch of admission tickets. Give one to every person — man, woman or child — that contributes a dollar or more to the fund." The tickets were distributed among the members of the other committees through the general committee and the campaign was started with new pep. By the middle of the week there wasn't a person living within a dozen miles of Bellevue but that knew that Charles Ray would be at the Lion the coming Friday and Saturday nights in "Peaceful Valley." A great many of the knowing had their tickets safely tucked away, tickets that they had secured by donating to tiie fund. "You must have lost some money," remarked an observer discussing the "Peaceful Valley" engagement with Mr. Moore. "No," he said, "I didn't. I came out a little better than even, looking at the matter from a strictly financial standpoint. From another view, however, I'm way ahead, for I've got a lot of friends now whose friendship is going to be worth a whole lot to me and my enterprises." bury conceived for the presentation of Marguerite Clark's delightful comedy. Witty lines, really well said and put over with the proper spirit, caused the audience to lean back in their seats in an uproar of laughter. But just at the moment when they were doubled with mirth and unable to stand more, the argument broke into a duet and the act turned into a musical feature. Soloist of wide repute, Miss Stella Hymson, whose name is known all over the west coast, was the featured singer of the prologue, but she was not alone in carrying off the honors. There were two children singers and several grown-ups on the stage and all came in for their proper share of applause. The act, in its entirety, was made up of some nine characters, all singers. Opera, sonatas, folk songs, blues and modern jazz melodies were the order of the day and it is doubtful whether a more pleasing presentation could have been arranged. The picture, "Scrambled Wives," marking the return of Marguerite Clark to the screen, was a big success in Los Angeles and drew capacity houses throughout its run of one week. Friends of the favorite were glad to welcome her back to the screen once more. (< Old Swimmiri Hole" Novelty Scores in Wichita Stanley Chambers, manager of the Palace Theatre, Wichita, Kansas, set the local standards for art in motion picture presentation last week when he introduced a Broadway novelty in conjunction with "The Old Swimmin' Hole," starring Charles Ray and distributed by First National Exhibitors. Mr. Chambers' presentation was not intended as a prologue effort, but merely to supply the musical program. P. Hans Faith, the organist for the Palace, assembled ten local girls and women with musical talent. He found four saxophone players and a violinist among those he selected. The result was that a very suitable musical program was given. This sort of presentation novelty was something brand new for Wichita, and the enthusiastic way in which audiences received it gives good promise that Mr. Chambers has established a precedent which he, at least, will follow up. Busy for "The Kid Ramsey Mails Latchkey for "My Lady's Latchkey" Elmer Ramsey, manager of the Central Theatre, Fairbury, Illinois, scored a rather neat exploitation stroke recently when he included in his exploitation campaign for "My Lady's Latchkey," starring Katherine MacDonald, and distributed by Associated First National Pictures, Inc., the stunt of mailing a tiny cardboard replica of a latchkey bearing the name of the theatre and playing date to the various persons on his mailing list. The novel announcement is a good hunch for other exhibitors. A clever and unique stunt at the Rex Theatre, Eugene, Oregon, for "The Kid" First National Play Dates First Means Better Pictures at Less Cost By efficient advertising methods, Manager A. E. Bamberger, of the Bleich Theatre, Owensboro, Kentucky, drew capacity business on a two-day engagement of "The Kid." A trailer was used a week before the showing of "The Kid." Ten days before the showing a banner extending across the street was used. Extra advertising space with clever ads was used — 150 inches in each of the two leading daily newspapers. Special slides were put on a week ahead of the showing. On Sunday before the showing on Wednesday, a Chaplin contest for children was announced, and also slides were used at the shows, stating that the child giving the best impersonation of Chaplin was to receive a $5.00 cash prize. Much interest was aroused. The first day of the showing the contestants were to pass before the theatre between the hours of 1 and 5 in the afternoon. Of course, large crowds were drawn in this way.