Motion Picture News (Sept-Oct 1916)

September 30, 1916 MOTION PICTURE NE WS 2007 Pathe Will Blanket Whole Country with Publicity Two Newspapers in Every Important City Will Carry " The Shielding Shadow " Advertising, Totaling 25,000,000 Readers a Week — In Addition to Advertising in the Dailies, Billhoards in Nineteen Cities and Painted Sign Boards Will Be in Use Gieater ^nTHilBOM CIAW ttMVU-ing 6RACE]>AItMO)II> Pathe's " 24 Sheet " for Their New Serial " The Shielding Shadow PATHE has instituted an advertising campaign on " The Shielding Shadow" which sets a new mark in the history of motion pictures, according to an announcement just issued by J. A. Berst, vice-president and general manager. " The Shielding Shadow " was produced by the Astra Film .Corporation, under the direction of Louis J. Gasnier and Donald ^lackenzie from the scenarios by George B. Seitz, author of " The Iron Claw." Two newspapers in every important city of the country will carry " The Shielding Shadow " advertising. Allowing three readers to each copy (newspapers generally claim four), this means that more than 25.000,000 people will read about "The Shielding Shadow " each week. In addition to newspaper advertising, there will be billboards in nineteen of the largest cities and painted sign boards in New York, St. Louis, Kansas City, Niagara Falls and Newark. The locations in New York were carefully selected by the secretary of the American Poster Company, -who is giving this campaign his personal attention. In other cities the locations were chosen by the exchange managers in accordance with the desires of the exhibitors from a carefully prepared list furnished by the American Poster Company. Among the newspapers already included in the campaign are : Atlanta Journal, Buffalo Times, Springfield Union, Cleveland Plain Dealer, Dallas Journal, Indianapolis Star, Jewish Daily Warheit, Philadelphia North American, Pittsburgh Press, Altoona Times, Baltimore American, Albany Times-Union. Boston Globe, Cincinnati Photoplay Journal, Louisville Herald, Columbus Monitor, Denver News, Kansas City Post, Minneapolis News, Newark Call, New Orleans Item. New York World, Omaha Bee, St. Louis Times, Salt Lake News. Fitchburg Sentinel, Greenfield Recorder, Trenton Times, Richmond Evening Journal, Worcester Post, Syrcause Journal, Syracuse Post Standard, Atlanta Constitution. Buffalo News, Boston Post, Dallas News, Charlotte Observer, Louisville Times, Cleveland Press, Houston Chronicle, Houston Post, Denver Post, Des Moines Tribune, Des Moines Capital, Kansas City Star, Minneapolis Tribune, Newark News, New Orleans Times-Picajoine, New York Journal, Omaha World-Herald, Philadelphia Evening Ledger, Philadelphia Bulletin, Pittsburgh Chronicle, St. Louis Globe-Democrat, Salt Lake Telegram, Seattle Times, Seattle Star, Washington Star, Washington Times, Baltimore News, Detroit News, Detroit Journal, Chicago Tribune and St. Paul Pioneer Press. List of Billboard Cities The cities in which there will be billboards are : Atlanta, Buffalo, Charlotte, Chicago, Dallas, Des Moines. Detroit, Los Angeles, San Francisco, Milwaukee, New York, Brooklyn, Omaha, Philadelphia, Pittsburgh, Portland, St. Louis, Washington, Baltimore. Billboards have been designed with a space for the name of the theatres and the dates they will show the picture. The newspaper advertising campaign has been prepared with the needs of the exhibitors and the tastes of the motion picture public uppermost in mind. G. A. Smith, serial publicity manager is in charge of the arrangements of the campaign with the special cooperation of J. A. Berst. Pathe's policy is to create business for its exhibitors. By means of newspapers, billboards and painted signs, it is doing so, reaching every resident and every visitor in all of the large cities. The exhibitor in the small town benefits by the prestige thus lent to the pictures which he presents. In addition, every possible advertising aid is furnished by the company. Experience has shown that window cards are great business getters, therefore, there