Motion Picture News (Dec 1920-Feb 1921)

January 22, 1^21 875 Effective Stunt by Universal Photographs taken of the teaser 24 sheets with zvhicli Universal is arousing the curiosity of all New York in connection ivith Priscilla Dean's new starring vehicle, "Outside the Lazv" Educational Bookings on the Increase One of the strong points cited by Educational is that the same theatres which have been showing the two-reel Educationals are contracting for the greater portion of the single reelers, and are employing these when the length of the feature calls for a shorter fun film. Where there are two or three houses under the same ownership, Educational reports that in a greater portion of the cities its entire product, both one and two-reelers, are being booked by the same circuits and given a first showing at one of the houses in competition with the longer pictures. Production of these pictures is well ahead of schedule, and prints of the various pictures are in all of the exchanges, so that exhibitors can see a number of them before contracting for either of the series, which alternate in weekly release. The Vanitj'S which are available include " Tea For Two," " Without a Wife," " His Four Fathers," " Mind Your Business" and " Ouija Did It." Among the first Gaietys are " Ain't Love Grand," " Sand Witches," " Rest in Peace " and " Blondes." "Partners of the Tide" Prints in East Irvin Willat has shipped to the W. W. Hodkinson Corporation from the West Coast the completed print on " Partners of the Tide," his second independent release. It is claimed that " Behind the Door " and " Below the Surface," two of his greatest successes of the past, have been far outdone in this new production. 'In the ihadow of the Doitie"^ A David 'G. Fischer Production UNIVERSAL has scored again with an opportune and effective exploitation stunt. It is being used to exploit "Outside the Law," the big new underworld piclure starring Priscilla Dean. It consists of an unusual and timely teaser poster campaign. One morning, several weeks ago, a short time after the Blue Law Sunday advocates had been heralded in the press and answered by charge and countercharge. New York awoke to find a big smashing twenty four sheet staring from every billboard stand. "Do You Motor on Sunday? You Are Outside the Law ! " was the flaring admonition that confronted New Yorkers in letters four feet high. There were four different styles of these posters. On some the caption read : " Do You Work on Sunday?" On others: "Do You Dance on Sunday?" and " Do You Play Cards on Sunday? " On each poster was a black shield, not unlike a policeman's shield, bearing the cryptic initials " P. D." This was taken by many to stand for " Police Department." 'New Yo/k was astonished. New York was shocked. New York was indignant. " These Blue Law advocates certainly have their crust!" was the wail heard on all sides. Outraged citizens wrote letters to the newspapers, denouncing the Blue Law propagandists for the pesters. The Blue Law people alleged the poster campaign was launched by their enemies, to throw the Blue Law movement into disfavor. Hardly had the Metropolitan district recovered from its first shock, when a new set of posters appeared. The old ones still remained, and in many cases the new ones appeared opposite the former ones. On the new ones was the following advice : " Do Not Be Misled By Malicious Propaganda — You Are Not Outside of the Law — If You Dance on Sunday." If New Yorkers were interested before, they were enthusiastic now. Even a dog-fight will stop traffic in the metropolis, and here was a new kind of fight — a billboard fight. More and more attention was paid to the mysterious posters by the daily press. Pictures of the posters were reproduced and various sources attributed to them. Columnists picked up the slogan, " Outside the Law." Some took it Links Drive for "Outside the Law " With Blue Sunday Move seriously. Others treated it humorously. Vaudeville teams used it, cartoonists used it, and soon New York had made it a household phrase. During the fifth week after the first " You Are Outside the Law " posters appeared, the teaser posters were replaced by a third stand, with the same design and the same block lettering, announcing the picture. The mysterious shield with the P D evolved into a vignette for Priscilla Dean's initials. This was followed by two more stands of the colored 24 sheets advertising the picture. By this time, exhibitors all over the country had heard of the campaign and inquiries started coming in relative to the stunt, announces Universal. A similar poster -campaign was started in Chicago, Milwaukee, Pittsburgh, and in other cities, and many exhibitors started the same campaign six weeks in advance of their play dates. Godless Men" for Capitol Due at Big Theatre Week of Jan. 30; Also Booked in 39 Key Cities Go L D W Y N ' S production of "Godless Men," from Ben Ames Williams' sea story of "Black Pawl," a Reginald Barker all-star production, has been booked for early showing in thirty-nine key cities and at the Capitol theatre. New York, where it will be screened the week of January 30. " Godless Men" is the production singled out by the National Board of Review of Motion Pictures for first place in the four photoplays selected from current releases in its first bulletin of critique, exceptional photoplays. It has already been seen in Los Angeles where it attracted such turn-away attendance at the California theatre and aroused so much favorable comment that it was transferred to Miller's theatre for another week. The cast which interprets this tale of human passions and virtues is considered by Goldwyn officials to be one of the greatest ever assembled for one photoplay by Goldwyn. Russell Simpson has the role of Black Pawl, James Mason that of Red Pawl, his son; Helene Chadwick is the girl, Alec B. Francis the returning missionary, Robert Kortman the tool of Red Pawl, and John Bowers the first mate. The action all takes place on board a schooner in the Pacific Ocean, and there is much beautiful photography in the picture. " Godless Men " has already been booked at the following theatres in key cities: Loew's Vendome theatre, Nashville, Tenn. ; Republic theatre, Jacksonville, Fla. ; Odeon, Savannah, Ga. ; Criterion, Chattanooga, Tenn. ; New Empire, Montgomery, Ala. ; Avon, Utica, N. Y. ; Gaiety, Springfield, 111. ; Capitol, Davenport, la.; Gifts, Cincinnati, Ohio; Pantheon, Toledo, Ohio ; Liberty, Youngstown, Ohio; Alhambra, Canton, Ohio; Old Min, Dallas, Texas; Empire, San Antonio, Texas; Queen, Houston, Texas; Hippodrome, Ft. Worth, Texas; Empress, Oklahoma City, Okla. ; Grecian, El Paso, Texas; Gem, Little Rock, Ark.; Broadway, Muskogee, Okla. ; Dixie, Galveston, Tex. ; Idle Hour, Kansas City, Kans. ; Majestic, Tulsa, Okla. ; California, Los Angeles, Cal. ; Regent, Paterson, N. J. and Strand, Albany, N. Y. Tom Gallery Is Engaged for Viola Dana Cast Tom Gallery has been selected by Metro to play the leading male role in Viola Dana's new special production, " Home Stuff."