Motion Picture News (Nov-Dec 1922)

3348 Motion Picture News THE EXPLOITEERS AND THEIR BOSSES THE BOSSES CLAUD SAUNDERS WHEN the history of exploitation is written, the name of Claud Saunders must stand as the pioneer exponent of its application on a national scale. Four years ago he conceived the idea of an exploitation department operated by a distributing organization, actively aiding exhibitors in putting over their pictures. The idea met with little favor, at first, and it took him some time to “ sell ’ the idea. He finally persuaded the executives of Famous Players-Lasky that the plan was workable, and they gave him eight men to exploit 44 The Miracle Man.” The results were so startling that he was shortly after given a staff of 30 men. His department will celebrate its fourth birthday on July 10, 1923. Its campaigns on 44 The Old Homestead, 44 Blood and Sand ” and others have been notable. Mr. Saunders’ assistant is Leon j. Bamberger. It is the policy of the department to give all stunts a practical try-out. Then, if it proves workable and gets results, it is broadcasted through 44 The Exploiteer,” and is applied nationally. Such an idea, for instance, was the fake bull fight stunt used in connection with 44 Blood and Sand,” in which the billing of a bull fight was used to stir up advance excitement. NED HOLMES THE name 44 Ned Holmes ” is synonymous with 44 exploitation ” in the minds of First National franchise and sub-franchise holders, for he has been at the head of this department since its inception. Consistent, practical exploitation has been the keynote of the department’s work, and a high type of service has been rend e r e d to exhibitors from the exchange centres. One hears very little of the work of the department, but the many exhibitors who have been aided by it know that it has fulfilled its function admirably. The Norma pearls tie-up which Mr. Holmes’ department arranged was one of the most widely used stunts of the year, and the new 44 wink and win ” contest on 44 East Is West ” bids fair to rival it in widespread application. The Norma pearls tie-up is one of the most thorough mercantile tie-ups on record and was taken part in by Lichtenstein Bros., manufacturers of the pearls, on a large scale. Since this tie-up directly benefitted the merchant as well as the theatre, it was used in a very large number of cities, and is still being used. More recently this department engineered tieups with the National Biscuit Company, M. Witmark & Sons, Milton Bradley & Co., and others, for high grade 44 Lorna Doone ” hook-ups. EDWARD BONNS COMING from Warner Brothers only a few months ago, Edward Bonns has already built up in Goldwyn’s force of Goldwynners a highly efficient body of exploitation men. The stunt which was engineered in New York, in which the incorporation of an association of “Brothers Under the Skin ” obtained columns of publicity in the leading newspapers of the country, was one of the outstanding bits of press-agentry of the year. The department has also been active on many other productions, however, including the great variety of tie-ups arranged on 44 Remembrance,” the various teaser stunts worked on 44 Sherlock Holmes,” and, more recently, the campaigns on 44 Hungry Hearts.” All of these campaigns have been marked by unusual thoroughness and originality. RAYMOND CAYANAGH UNDER the direction of Raymond Cavanagh, Universal’s force of exploitation men have made the phrase 44 The Storm Is Coming ” almost as famous as the U. S. Weather Bureau. Which is another way of saying that the campaigns staged all over the country on 44 The Storm ” have been among the most successful of the year. Every possible angle has been seized upon in these campaigns and they have been models of live-wire exploitation. Other activities of the department have included 44 Under Two Flags,” in which street ballylioos and elaborate fronts have been a feature, and 44 Human Hearts,” in which cut-out hearts of every nature, contests, lobby displays and tie-ups have been employed. Mr. Cavanagh is assisted by Marc Lachmann. NAT G. ROTHSTEIN ALTHOUGH the exploitation department of Film Booking Offices is one of the youngest, it has already distinguished itself under the leadership of Nat G. Rothstein. Exploitation history has been written by its campaigns on 44 In the Name of the Law,” which has been tied up with police departm ents everywhere. This tie-up has made it possible to obtain all manner of special privileges in various cities, the results of which have been a tribute to the power of organized, intensive exploitation. The department has by no means confined its activities to this one picture, and since the policy of this company is to make pictures with definite exploitation angles, much may be expected. Mr. Rothstein is assisted by A1 Boasberg, Home Office Representative. THE EXPLOITEERS ALBANY, N. Y., EXCHANGE Famous Players-Lasky — Clifton F. Lewis First National — A. L. Burks ATLANTA, GA„ EXCHANGE Film Booking Offices — Lawrence Smith First National Hugh Cardoza Goldwyn — James A. Carrier Consolidated Film (Universal) — Charles Simpson. BOSTON, MASS., EXCHANGE Famous Players-Lasky — John P. McConv ille First National — Hal Olver Goldwyn — Charles Winston American Feature Film (Universal) — Phil Kahn CHICAGO, ILL., EXCHANGE Famous Players-Lasky — Dan Roche. William E. Danziger Film Booking Offices — Louis P. Kramer First National — A1 Sobler Goldwyn — Walter D. Nealand Universal — W. L. Hill CINCINNATI, 0.. EXCHANGE Famous Players-Lasky — Harry Swift Film Booking Offices — George V. Smith First National — Roe S. Eastman Goldwyn — H. T. Snowden t niversal — Charles Loewenberg CLEVELAND. O.. EXCHANGE Famous Players-Lasky — Spencer G. Sladdin Film Booking Offices — Harold Wendt First National — J. S. Toland