Motion Picture News (Sept-Oct 1921)

October 22, i <) 2 i 2181 Special Service Section on Ckarles (Ckic) Sale m ""His NiDS ««TTIS NIBS" is entertainment, JnL pure and simple. It is not handicapped by a theme nor does it pretend to preach a sermon. " Chic " Sale, vaudev ille headliner, known from coast to coast as a delineator of rural characters, is presented in seven roles, each one a destinct characterization. Other players well known to fans have parts, in the inserted picture which is a part of " His Nibs." Among these are Joseph Dowling, of " Miracle Man " fame. Colleen Moore, leading woman to a number of big stars, and Walt W hitman, equally famous. " His Nibs " is a play within a play. The idea on which the picture is built is novel and unique. It might be called " A Night in a Rural Theatre," for the picture begins with narrative scenes in which the star is presented in six of his parts : The proprietor of a rural theatre, a " Hi Holler " type who is general odd jobs man about the picture house, the theatre illustrated song artist and small town sport, the editor of the local paper who has constituted himself a local censor, the lady pianist of the theatre and the tovvn constable. After sequences in which all these characters are introduced as employees of the theatre or as members of the audience (editor and constable) what might have been a drama is presented as the picture being shown for the evening but with comedy titles interspersed with cutins of the audience, the star in his various roles and scenes of the projection booth showing Mr. Sale in his principal part, that of " His Nibs," proprietor and operator of the picture machine of the " Slippery Elm Picture Palace." Mr. Sale's seventh part is that of the hero of the film drama the " Palace " is showing. The story of this Description of the Roles Played by Mr. Sale FOLLOWING is a text description of the seven roles Charles (Chic) Sale plays in " His Nibs." The captions are taken from a special program and herald on the picture presented to the guests at the Hotel Astor trade showing. Thos. Bender — Proprietor, manager and operator of the "Slippery Elm Picture Palace"; better known as "His Nibs." Wally Craw — Local weather prophet who likes motion pictures but hates " playin' and bellerin'." Mr. Percifer — Editor of " The Weekly Bee " who appoints himself censor of pictures playing at the " Slippery Elm Palace " much to the annoyance of " His Nibs." Elmer Bender — Son of " His Nibs," crack marble player and general assistant to his father. Peelee Gear, Jr. — Boy tenor and wit of the community, who sings the illustrated songs at the theatre. Miss Dessie Teed — Village organist; a young lady of several summers who furnishes music at the " Palace." The Boy — Hero of " He Fooled 'Em All," the picture presented on this special occasion. part of the film concerns a country boy who goes to the city to seek his fortune only to be fleeced of his money but who finally turns the tables, etc. The whole production is joined together by clever titles which make a comedy of the drama part of the offering when they illustrate certain action of the narrative scenes mentioned. General Exploitation Suggestions <<I_IIS NIBS" is an exploitation ri picture and especially a picture where hokum exploitation can be used to advantage. It should have and without doubt will get from the live wire exhibitors the sort of publicity that " Down on the Farm " and " The County Fair " have received at the hands of the live wire managers. It is a picture for ballyhoos, stunts, lobby displays, novelty prologues, employees and orchestra dressed as " rubes " and all the rest of the tried and true but always reliable methods of selling a picture of the rural type. Besides being a picture for " hokum," " His Nibs " possesses other exploitation possibilities : These are to be found in the fame of the star in cities where he has played the local vaudeville theatres, in the seven roles he portrays, the other players appearing in the feature, named previously, the novelty of construction and the fact that the exhibitor may guarantee a fine piece of entertainment. Of the several points that of novelty is perhaps the least desirable. Billing a pic ture as a novelty is liable ti; lead prospective patrons to believe that its greatest qualification is that of a freak. It will probably be inadvisable to lay much stress on the fact that Mr. Dowling and the other players mentioned have parts, as the action of the insert picture is only incidental and cannot be taken seriously except to illustrate the titles. Individual Suggestions for Selling " His Nibs " A CAMPAIGN to sell " His Nibs" should begin with the identifying of "Chic" Sale as the star. Announcement of his name will no doubt be sufficient to do this so far as the regular attendant of vaudeville houses is concerned but for the picture fan a more thorough campaign may be necessary. Hammer home the fact that Sale is a headliner, by relating the merits of his vaudeville act, where he has played locally, his popularity in New York, where he has filled long engagements at the Winter Garden and other Broadway theatres, and then give your prospective patrons an idea of the parts he plays in the picture. To do this we would use eight fingernail cuts in display ads. one showing Mr. Sale without makeup and the other seven showing him in his seven roles of the picture. Each cut can be captioned to explain the character, perhaps giving the picture cast of characters name he uses and a few words relating to the part. For selling talk in ads tell the general idea of the construction of the picture; that it is a visit to a rural picture show, with sidelights on how " His Nibs " deleted the picture, eliminated the titles with his reasons therefor; and a description of the show given, announcer, illustrated song, piano This cut shows two views of the " lobby display " arranged for the trade showing of " His Nibs " at the Hotel Astor, New York, held Oct. 6. The display covered the walls of the hall leading from the Astor lobby to the grand ballroom where the picture was shown 1