Associated First National Franchise (1921)

June I j I 9 2 I First National Franchise 13 How Scollay Square Put On " Bob Hampton of Placer" A real ballyhoo lobby display that put a picture across and caused a city to talk was that presented in the lobby of Gordon's Scollay Square Theatre, Boston, Massachusetts, when Marshall Neilan's production, "Bob Hampton of Placer" was shown. The picture had previously been shown with success at Gordon's Old South Theatre, Boston. The frontier days character of the photoplay, "Bob Hampton of Placer," was capitalized in the unique lobby display. And the name Wesley "Freckles" Barry was prominently shown in all the huge printed placards. Across the archway entrance was shown an immense colored sign, announcing the production. Huge colored pictures of Indians on horseback and as sentinels on a cliff bordered the big colored lettering. Over and on both sides of the great sign were suspended the American flag and many other flags, and wide, striking streamers of ribbon. The manner in which the flags and ribbons were hung was very effective. Standing out in bold relief against the entire lobby display arrangement was a typical Indian tepee, stretched on rough poles, as the redmen pitch their tents. The columns of the lobby were covered with signs that were veritable eye-batters. Altogether the display was a screamer. First National Play Dates First Means Better Pictures at Less Cost Pittsburgh Sees Twenty -four Sheet Hang in Lobby The Centre Square Theatre at Pittsburgh, Pennsylvania, recently made use of a twentyfour-sheet advertising the Allen Holubar release through Associated First National Pictures, Inc., when that production played at the theatre. Instead of hanging the monster poster on a distant billboard, the Centre Square hung it from the top of the lobby, allowing it to drop half way down the distance of the opening arc. A high windstorm put the kibosh on the advertising novelty on the opening evening, when the huge poster was blown back against the box office and the base stick which held the poster in place shattered the glass in the ticket window. No particular damage was done, and the crowds that gathered in the lobby when the crash came more than made up for the pecuniary loss suffered by replacement of the broken box office window. Black feel Indians and ushers at Rialto Theatre, Omaha, Nebraska, for the run of * 'Bob Hampton of Placer' ' Omaha Fans Swamp "Bob Hampton9 ENGAGEMENT AT RIALTO SCORES BIG IN FACE OF RAIN AND FIERCE OPPOSITION IN the face of a driving rainstorm the first half of the week and the fiercest opposition ever encountered by a theatre in the history of theatricals in Omaha, the Rialto Theatre of Omaha played "Bob Hampton of Placer" to capacity business during the entire week. Practically every night they were compelled to close the doors to keep out the vast throngs that tried to get in. Manager Johnson exploited the picture heav ily, and plenty of newspaper space was used to let the people know that a tribe of Blackfeet Indians from Glacier National Park would be here in person in connection with the famous Neilan picture. Sunday opened with a heavy, downpour of rain which kept up until night,' making it impossible to place the Indians on the street and at the City Auditorium an Elks circus opened with an advance sale of over thirty thousand tickets. But in the face of all this, "Bob Hampton" holds the record of playing to the second largest Sunday business in the history of the Rialto Theatre. The lobby used in connection with the picture was the most elaborate that Mr. Bennett, the Rialto artist, ever painted. Over each of the three entrances to the theatre was a large panel taken from the famous Frederick Remington paintings. The ushers were all dressed in Indian and cowboy fashion to harmonize with the Blackfeet Indians. \ For a prologue a soloist was used; then each, of the Indians did a stunt such as dancing, speaking, etc., ending with a war dance by the entire tribe. Mr. Bennett had painted a special( scenic setting to be used with this prologue,^ and this, together with the special lighting effects, was the subject of much comment from the Rialto patrons. During the week the In dians were taken to the different public buildings, packing houses and other places of interest, which was not only a treat to them but was an excellent advertising medium. Taken all in all, the engagement of "Bob Hampton of Placer" was one of the most successful ever held at the Rialto Theatre. Beardsley Uses Mailing List for 'Week" Stunt "My town looks like First National had moved its headquarters here," wrote H. M. Beardsley, of the Beardsley Theatre, Red Oak, Iowa, telling about First National Week in Red Oak. He sent out 5,000 specially printed cards to a selected mailing list. The cards were eight by six inches in size, and by a striking arrangement of black and red print, illustrations and copy, they gave good advertisement of the three First National pictures, "Good References," "Sowing the Wind" and "Nineteen and Phyllis." which were at the Beardsley for the week. Special prices were charged for "Sowing the Wind." Every night saw big crowds, with an increasing attendance all week. Mr. Beardsley says his patrons are keen for a second First National Week. ~ ' Lobby of Gordon' s Scollay Square in Boston for "Bob Hampton of Placer" Wakes Pittsburgh Up Quarter-page special feature displays are rare articles in Pittsburgh, Pennsylvania, newspapers, but the Liberty Theatre during its recent campaign to put over "Bob Hampton of Placer," the special feature attraction of Marshall Neilan, distributed by Associated First National Pictures, broke the age-worn precedent of two-inch newspaper ads, and substituted quarter-page specimens that jarred exhibitors of the steel city. At the head of its first display launched in the campaign, and printed in every Pittsburgh newspaper, the Liberty makes use of the New York Morning Telegraph account of the production, quoting an excerpt from the dramatic review. The First National seal is prominently exhibited in each upper corner of the display. Does Exploitation Pay? Pages 7 to 16 Will Tell