Motion Picture News (Mar-Apr 1923)

1662 Motion Picture News First National Adopts New Policy Increased Service Contemplated in New Exploitation and Advertising " This unique campaign will be augmented from time to time by display advertisements on individual pictures. But the news advertising will be continuous — a feature of the Saturday Evening Post, a bulletin in the theatre lobby, a consistent business-builder for every house that runs First National pictures." HO. SCHWALBE, secretary-treasurer of Associated First National Pictures. Inc., in an interview this week, announces a new policy in advertising and exploitation that has been adopted by the executive committee of the company, the outstanding feature of which is the curtailment of the force of traveling exploitation men. and the material increase of service to exhibitors through national advertising and publicity of the type represented in Saturday Evening Post campaigns. To this end the advertising and publicity staffs at the home office have been augmented. Mr. Schwalbe's statement to the trade press follows : " Field exploitation has not been abandoned by First National. It will be continued wherever justified by results, but a close study of conditions over a period of months led to the conviction that much of the money expended on exploitation could be spent in other ways to better advantage. It has been found that most of the large First National theatres were little benefited by exploitation men, and that a more satisfactory service can be furnished small exhibitors through other channels. " An exploitation man can be in only one place at a time. First National plans to serve all its exhibitors all the time. Saturday Evening Post advertisements are to appear every other week and are to be directly tied up with local theatres. First National will have what is virtually an illustrated news page in the greatest advertising medium in the country." " Advertising dealing with but one picture and single pages of display are not to be used because "the greatest benefit from an advertisement could be reaped only by the exhibitors who happened to be playing that particular production near the date of the advertisement's appearance. " The style of copy to be used by First National is aimed to go further in creating personal interest in a number of productions that are current and will not permit a picture to be forgotten until the local exhibitor has played it. In explanation of how First National has planned to obtain this result, Mr. Schwalbe states: " It has been decided to publish a fortnightly illustrated news page, brightly written in fan style, so that it would be read because of its news and human interest, as are the pages of the fan magazines. A picture is to be heralded in advance, kept before the public as production progresses, emphasized on national release date and carried on for as many weeks after as conditions warrant. " Richard Walton Tully's production of 'Trilby,' James Young's first independent production, 'Wandering Daughters'; Frank Borzage's 'Sands of Time.' Gertrude Atherton's Black Oxen' and Booth Tarkington's 'The Adventures of Penrod' are a few of the subjects included in text and illustration on the initial page. By the time these pictures are released the curiosity of millions will have been aroused, their interest attracted and a large patronage assured. " The work does not end with the Post, however. Each page will be reproduced as a one-sheet for display in the theatre lobby, so that patrons will definitely associate the house with the Post advertising. These one-sheets will be supplied free to exhibitors. Mary Pick ford Loses in Music Suit The Court of Appeals in this city last Friday handed down a decision holding that Marv Pickford could not recover the sum of $2,803.82 from the Waterson, Berlin & Snyder Company, music publishers of New York City. This sum was claimed by Miss Pickford as royalties on the song " Daddy Long Legs " for the use of her picture and signature on the cover. Through the fact that another contract was signed by Miss Pickford covering the publication of the song " Dear Old Daddy Long Legs" by the Broadway Music Corporation, the Waterson company claimed violation of contract and the loss of sale on its publication. Changes Made in Southern Enterprises Managers A number of changes have been made by Southern Enterprises in theatre management. J. C. Duncan goes to the Strand, Asheville, from the Majestic, Asheville. Ray Beall goes to the Imperial, Asheville, from Spartanburg, where he is succeeded by Frank Strozier. C. D. Cooley has resigned the management of the Tampa theatre. R. C. Frost, his assistant, will be in charge of the Victory, Strand. Grand, Bonita and Princess. De Sales Harrison has resigned as manager of the Howard, but will remain with Southern Enterprises in another capacity. Gathering Data for Censorship Repeal in Ohio Indicating the imminent opening of a campaign to repeal political film censorship in Ohio, was the recent visit made to Hollywood studios by Mrs. Elmer G. Derr, of Cleveland. Mrs. Derr is a leader of anti-censorship forces in that state. She is chairman of the cinema section of the Ohio State Federation of Women's Clubs and president of the Cinema Club of Cleveland. Mrs. Derr's recent hurried trip to Hollywood was for the purpose of gathering data for a speaking tour through Ohio to unite isolated local anti-censorship bodies into a unified organization. A definite drive for the repeal of Ohio's censorship law is to be made at the next Ohio legislative session. Cleaner Houses Advocated by Portland Manager CM. HILL, branch manager of Famous Players-Lasky in Portland, • Oregon, is responsible for an idea that would react for the general good of the industry if carried out in alL parts of America. It advocates cleaner houses and was sent in the form of the following letter: "The other day I stood across the street from a certain theatre. Here is what I saw. "A dirty dilapidated house badly in need of paint. Dirty posters that had been used several times. Next to the theatre was a big sign with the word "THINK," and I thought — the picture shown by that house must be like the posters — old worn out prints in bad condition. If the outside of the house is dirty, the inside must be dirty. There is no desire on my part to spend my money to find out if this is true, when a gallon of white paint would have made a neat, attractive and inviting front. Nice clean posters would have created a desire on my part to see the show. I lost an evening's entertainment. The exhibitor lost the price of admission. How many other admissions are lost by this neglect?" Ghost Fails to Walk for Virginia Censors Members of Virginia's State Board of Moving Picture Censors have not drawn their salaries, due to a lack of funds, for more than a month, it was recently learned. The present revenue coming into the hands of the board is entirely inadequate to take care of the running expenses of the department, according to Chairman Evan R. Chesterman. The revenue received in Virginia is only half the amount collected in other states that maintain censor boards, and in some instances only one-third. The board now receives $1.00 for each film reviewed and the legislature will be asked to increase the revenue to $2.00 for each film. The bill will have the recommendation of Governor Trinkle and its passage in both houses of the Assembly is anticipated. Louis Burston Killed as Train Hits Auto Louis Burston, president of Burston Films, Inc., with offices in New York City, was instantly killed Sunday evening, according to advices received at the home office of the concern. The automobile in which Burston was riding was hit by a train east of Los Angeles. West Missouri Convention Date k Set The date of the semi-annual convention of the M. P. T. O. Western Missouri has been set for April 4 at Kansas City, according to Lawrence E. Goldman, counsel of the organization. President Sydney Cohen, William True, Michael O'Toole and other national and state officers will be present. Although the Missouri legislature will not adjourn for a week yet, virtually all legislation detrimental to the motion picture industry has been lost, despite last minute efforts of reformers to " railroad " a censorship bill through. Secret Wedding of Star and Producer Told Evelyn Brent, leading lady for Douglas Fairbanks, and B. P. Fineman, producer of pictures in Los Angeles, were married in New York City November 1, 1922, it has just been learned. The news comes as a surprise to the many friends of the couple. They had planned to keep the news secret until summer. The Fineman studios adjoin those of Fairbanks.