Motion Picture News (Sept-Oct 1921)

October 2p , i p ^ i 2279 Siiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiuiiiiiiiiiiiiiniiiiiiiiiiiiiiiiuiiiiiiiiiii iiiiiiiiiiiiiiiiuiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiitiiiiiiiiiiMiiiiiiiiiiiiiiiiiiiiiuiiiiiii^^ I The Trade Paper vs. the Press Sheet j I By Wm. M. Strong of Rialto and Emery Theatres, Providence, R. I. | li iiiiniiiiiiiiiiiiiiiiiiiiiiiiiniiinniiiiiiiimiiiuiiiiiiiiiiniiiiiiiiiiiiininiiiiiiiiiiiiiiiifflm TO what uses can a press agent put the Motion Picture News? In this magazine, as in some one or two others, lie untold treasures for the press agent who wants to put over his show to the best advantage and doll his advertising up so that newspaper readers will ask "Who does the advertising for such-and-such a house?" "Necessity is the mother of invention" was evolved by some guy who was perhaps once placed in the same predicament a press agent is, who is forced to confine his advertising campaigns to press sheets furnished by men who have graduated from the newspaper class to high salaried jobs, and many of whom "ought to knowbetter." It was months after handling the press work for the Rialto and Emery in Providence, that I formed the definite opinion that every picture I handled for the houses was "The Greatest Picture of the Year, or the Greatest screen success Miss Stickfurd ever dared essay a role in," and other like superlative expressions. .Vnd it was such characterizations that drove me into the motion picture magazines for real dope on the pictures. I ransacked my files and discovered not only criticisms and advance reading dope, but designs in the advertising sections that I could use in my displays. I discovered that "all was not gold that glittered." I found that somebody had been telling some "awful lies." Then I started my clipping bureau. I must do something to offset the inconsistencies I found in the press sheets. One can't go on day in and day out and class a picture as the greatest thing ever concocted by mortal man, without getting himself in bad. But he can read up all sides of the picture, and then arrange his campaign so that he has perhaps conveyed the idea he has got the greatest thing that ever happened, but the press agent hasn't said so. That is to say — An advertisement may be arranged attractively, readers may "C ami He" with Nazimova tns on Broadway Opei A MODERNIZED screen version of " Camille," with Nazimova in the title role, opened on Sunday, October 16th, at the Rivoli, New York City. The picture is booked for a two weeks' showing at the Broadway house. Reports from the Metro offices declare that the attendance at the Rivoli for the past week demonstrates that this production is " undoubtedly the most distinctive production " of the Russian star. The press comments appearing in the New York dailies during the week have been unusually favorable, both Nazimova and her leading man. Rudolph Valentino, winning high praise for their acting. The photography and artistic quality of the settings have also attracted much favorable atttention. Handy Time-Saving Comprehensive PLANNEX) TO MEET YOUR EVERY REQUIREMENT THE NEW RELEASE CHART Turn to page 2341 be told in such an interesting vein that the pi^oper atmosphere is created for the exploitation of a picture, without the press agent misrepresenting it. One may find by reading the magazines that the trade writers are not fearful about calling a spade a spade. This I find to be true when looking over the criticisms. In one section we may find stories that say such-and-such a picture is rotten, in another section we find descriptions of what it is, while still in another section there arc well conceived advertisements for the benefit of the exhibitor. There are also found designs" in lettering and the like, which are mosi delightful to the eye. Now then, establishing the fact that the magazines devoted to the trade carry these ideas, I get down to the brass tacks of how to use them. Taking as an illustration a prominent feature the press sheet from which I would have been unable to have conducted successfully a six weeks' campaign, I clipped everything from the trade papers I could find upon it — advertising, reviews, stories, and the like. These were indexed as I found them, with the result that as soon as announcement was made that the picture was going to be shown I was prepared. I used the official press sheet to open the first week, and then threw it away. I found my clipping bureau of inestimable value to me. You will note that press sheets have advance stories, day of opening, reviews and the like. You will note that the authors say "Clip these ready written notices out and hand them to your editor. You will probably tickle him to death or something of the sort, with this finely prepared material." Speaking from 20 years of practical experience on newspapers, I have never yet seen an editor tickled to death with such material handed him. On the other hand I should say that his wrath at such damfoolishness had been bitterly aroused. It means lots of work to the editor, because he has got to use his blue pencil, and when he gets through with the "stuff" there is nothing left but a bare an nouncement. These men want all superlatives cut out. You jniblicity directors may say you have the greatest picture ever produced, but the editor says "That's what they all say." I have read many of the Metropolitan papers, and find that most of them eliminate all the bull, and when a profuse bull writer turns in his yarn, he wonders why he doesn't get better notices. I believe in telling the patrons of my houses what we are going to have before it hits town so far as is possible. 1 f one was to buy a suit of clothes he wouldn't buy it "sight unseen." The critical motion picture patron to-day feels the same w-ay about pictures. And— some press sheets don't give you an idea even of what it's all about. Readers can be fixed up from your clipping bureau, so that by the time your newspaper readers have read your stor^', they know just what you have got, and, presented in a proper manner, you won't have much trouble about bringing the patrons into your house. Press sheets are all O. K. so far as they go, but they fall a long way off from the home plate. The clipping bureau, I find is the good old three-bagger that wins the game in the long run. New York Commission to Open Albany Office November ist will mark the opening of the Albany office of the New York State Motion Picture Commission. This will really be the headquarters of the commission. It will have its offices in the State Capital Building. Ansel W. Brown, of Pulaski, N. Y., will be in charge at a salary of $3,000 per \ear. Ayer & Son Will Handle R-C Advertising AN occurrence of more than usu'al interest to the motion picture industry is the announcement by R. S. Cole, president of the R-C Pictures Corporation of the selection of N. W. Ayer & Son as their advertising counsel. R-C Pictures have gone as high as they could in their choice. Their decision to place their whole account in the hands of the largest and oldest advertising agency in the country is in accord with policies that are operating towards bringing the R-C Pictures Corporation to the forefront of progressive American moving picture producers. For fifty-two years N. W. Ayer & Son has been directing the advertising of the country's greatest industries and service organizations. It is announced that there will be no break in the schedule of advertising that has been running ip the national and regional trade papers. As has been the rule heretofore, this series will remain black and white in their composition.