Motion Picture News (Sept-Oct 1921)

October 2g , 1^21 Brown's Campaign for "Anatol" Extends Six Weeks Cl. E. Brown, recently made managing director of Loew's Palace, the biggest motion picture theatre in Memphis, and which is now operated under the direction of The Consolidated Enterprises, Inc., upset all house records, advertising precedents and space getting records when he put over " The Affairs of Anatol." ISelieving that the early bird gets the worm, Mr. Brown started his publicity campaign for " Anatol " six weeks ahead of the picture. Short feature stories were the first inkling given to the public that the picture would show in Memphis. A psychological fact was kept in mind in all the advance notices of the picture and the exact date of the showing was at all times kept a secret. The result of ronItinued announcements, feature stories, teaser ads and tie-ups was that every one in Memphis w-as talking about " Anatol " and asking every one else when it was o;()ing to show. Then came the week before the opening. Truck pages with cast identification for curiosity arousers, a 4,cxx) word novelization of " The Affairs of Anatol " illustrated in the leading afternoon paper and big advertising and free publicity displays on the day before and on opening iay, brought the picture fans out in [housands. A line was before the box Dfhce all day Sunday and continued afterloons and nights throughout the run. Mr. Brown estimated his free publicity It more than 30 columns ; and the picure set up new records for the Palace to >hoot at in the weeks to come. This is the rig that n't>rcsciitrd the Metropolitan theatre, loiva Falls, lon'a, in a parade, as told in the accompanying story Iowa Falls Theatre Grabs Place in Local Parade One of the features of a two day Fall Festival at Iowa Falls, Iowa, on Octobe'" 5th and 6th, w^as a merchant's parade, and one of the features of this parade was the Metropolitan theatre's entry, a rarus avis in the nature of an automobile of the vintage of 1902, which pulled down one of the prizes offered. The entry also served to advertise " After Your Own Heart," which was being shown at the Metropolitan during the festival. '^-j PRISCILLA DEAN-"REPUTATIONr!L / Reputation " was originated by K. F. Kerby, manager of the Regent theatre, Calgary, Canada Grand Theatre Issues Novel Introductory Folder One of the most effective mailing cards that have been sent to active and prospective patrons is that which is being sent out by E. G. Stellings, manager of the Grand theatre, Wilmington, N. C., announcing the six Realart stars in the current season's productions. < f ■ • On the face of it appears the address, with this clever announcement in the upper comer : "Introducing to Wilmington six beautiful girls who will make their home here — sounds as though the Chamber of Commerce has made another scoop !" The card consists of seven pages, about 3^ in. x 4 in.," which fold together. Opening the first fold reveals a halftone cut of Mary Miles Minter, with a brief write-up on the left with an announcement of "Her Winning Way " on the opposite page ; the next fold reveals Bebe Daniels and " The March Hare " ; the next Alice Brady and " Little Italy " ; then Constance Binney and " Room and Board "; fifth, ^lay McAvoy and " Everything for Sale " ; and last, Wanda Hawley and " Her Sturdy Oak." The last page also contains this special ticket offer, " for patrons seeing the first six of these pictures." " Every time you come to see one of these six pictures listed in this folder, bring the folder and a mark will be made on it ; then after you have seen all the first six pictures, you are to bring the folder to me and I will give you a pass good for the next six pictures in which these stars appear. This means that you will see the first two pictures of these six stars for less than ten cents for each picture — and they're some pictures, too! Bring this folder and take advantage of this offer. — E. G. Stellings, Mgr. Grand Theatre."