Motion Picture News (Sept-Oct 1918)

^°06 Motion Picture News Liberty Loan Unites Duty and Opportunity Patriotic Setting Such as This from Shea's Hippodrome, Buffalo, IVill Help in Boosting Subscriptions for the Fourth Liberty Loan Y~\ URIXG the past week the Liberty Loan *S pictures made by various stars for the purpose of aiding the government in the fourth campaign were shown in New York. Most of these were presented at the Rivoli theatre to an invited audience and the enthusiasm that they aroused was remarkable, especially when one considers that these different short subjects were presented in constant succession. In the opinion of the director of the Exhibitors' Service Bureau these are not only going to do a great deal of good in aiding the government to raise the fourth loan quickly, but they are going to give the public renewed faith in the motion picture. In that they constitute a real asset to the theatre and their showing at each house ought to be exploited in every way possible. The return to the government and to you is certain. There are thirty-seven of these pictures and they are to be distributed free of charge by the exchanges of the company that made them or regularly handles that company's product. Here is a full list of the pictures and the stars in them : List of the Pictures Metro Pictures Corporation — Harold Lockwood, in "Liberty Bond 'Jimmy"; Emily Stevens, assisted by King Baggot, in "Building for Democracy"; Edith Storey, in " Edith's Victory for Democracy," and Mme. Nazimova, " A Woman of France." Vitagraph — William Duncan, in " The Decision " ; Alice Joyce, in " The Choice " ; Harry T. Morey and Betty Blythe, in " The Grouch " ; Earl Williams, in " Bonds U. S. Bonds " ; Corrine Griffith, " A Wise Purchase," and Gladys Leslie, in " Sylvia's Last Pledge." Famous Players-Lasky Corporation — Douglas Fairbanks, " Sic 'Em Sam " ; Mary Pickford, in " 100 Per Cent. American " ; Marguerite Clark, " The Biggest and the Littlest Lady in the Land"; Wallace Reid, " His Extra Bit " ; Elsie Ferguson, " The Spirit That Wins " ; George M. Cohan, a Liberty Loan Appeal ; William S. Hart, " A Bullet for Berlin " ; George Beban, " When it Strikes Home"; Roscoe (Fatty) Arbuckle, a Liberty Loan Appeal ; Enid Bennett, Charles Ray and Dorothy Dalton, Ince stars, in Liberty Loan Appeals; Mack Sennett's company, " It's a Cinch," and William Faversham and Lillian Gish, in Liberty Loan Appeals. Select Pictures — Alice Brady and Norma Talmadge, in Liberty Loan Appeals. Goldwyn Pictures Corporation — Pauline Frederick, Mabel Normand, Mae Marsh, Madge Kennedy, Tom Moore, Matt Moore and others in an all-star film, " Stake Uncle Sam to Play Your Hand," and Geraldinc Farrar, " The Bonds That Tie." Fox Film Corporation — William Farnum. Universal Film Company — Mae Murray, in " The Taming of Kaiser Bull." Pathe — Frank Keenan. V. B. K. Film Corporation — Mr. and Mrs. Sidney Drew, " Financing the Fourth." First National — Charlie Chaplin, " The Bond." x Haworth Pictures — Sessuc Hayakawa, " Banzai." Sherman Pictures — Dustin Farnum, " Ready Money Ringfield." Kalem All-Star — " My Country." Duty to Perform Here If it is possible the Liberty Loan Committee hopes that each one of these pictures may be shown in every motion picture house in the country. The motion picture theatres have a duty to the country to perform here, but they have more than a duty because it is a real opportunity. Hundred per cent, co-operation with the government means not only an over-subscription of the loan, but it also means that any possible criticisms against motion pictures that exists will be removed. In some parts of the country there have been localized movements to keep people away from photoplay theatres on the ground that this small amount of money spent for amusement should go to War Savings Stamps. Here you have a chance to show the public that not only is the theatre not under the ban of any department of the government, but it is being used as one of the chief means of advertising the Liberty Loan. Every exhibitor should get in touch with the various exchanges and if possible get the bookings of the various pictures. And then he should proceed to advertise them as he shows them, just as he would advertise any other special production. That doesn't mean that you need exaggeration and buncombe, for the simple statement that William Farnum or Mae Marsh is to make a Liberty Loan appeal at your theatre on such and such a day will be sufficient. But there is much more to be done than that. Co-operation of Newspapers In the first place you ought to be able to get the co-operation of your local papers in calling attention to these productions. The papers know the position of the government fully and we believe that most of the newspapers will be willing to call attention editorially to the work that these players have done and the reliance that the government is placing in the pictures. Such an editorial will be worth more to you in raising the standard of photoplays among those who now look down on them than anything else that you could do. These newspapers will be likely to give you a little extra space on each showing, and at the same time you ought to use some extra space in announcing them. Why not show your interest right at the start by fitting up a special lobby display on the Liberty Loan. You can do this very easily by using photographs of the stars that are appearing in these pictures and with a little art work you can create a display that will have every one stopping in front of your house. Especially if you happen to be the one exhibitor in your community who is doing this, you are on the road to having your theatre talked about as THE house. The general public is very likely to conclude that the theatre that ties up completely with the government on such essential matters as the Liberty Loan is also giving attention to other things and that such a house is the one to patronize. Theatres that have the facilities to use special stage settings will find them valuable during the campaign and that they will set off the Loan pictures. If you are not able to have a special setting you can at least use a few flags in your theatre, and make it an occasion. These pictures are all very short and there will be no reason for extensive music scores. Patriotic selections can be used during these, together with marches and imitations of battle noises where they occur. In case of the comedies there should