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244 MOTION PICTURE THEATER MANAGEMENT
papers or magazines which use such illustrations. During the engagement he writes stories for the newspapers to maintain interest in the attraction.
Such a story may explain the experiences encountered in the taking of scenes of the motion picture being shown, or may relate to some important screen personality. The story should always be of interest, or else it will not be read. If it is uninteresting, it does not serve to make an impression on the reader, and no good can come of it. For example, in the making of "The Covered Wagon," it was necessary to establish what was virtually a town in the desert, with an electric plant, sanitation, policing, and quarters and provisions for over a thousand persons. On such information a story interesting to the public can be written. Another basis for a good story is an unusual circumstance, such as the one related by Mr. Jesse L. Lasky in the making of a motion picture picturing a strong personality. The player selected for an important role was suitable in every way excepting that he had what might be termed an inferiority complex. In order to overcome this deficiency, Mr. Lasky conducted an interesting experiment. He ordered the man clothed by the best tailors, and had him brought to the best clubs, where he could come in contact with persons of means and accomplishment. Within a month, the new environment brought to the man a confidence that was surprising. Of such material, splendid publicity stories are made.
The resourcefulness of the press representative commands the space he is able to secure in the newspapers. Newspaper editors look upon the press representative as a "necessary evil." Yet he and his material are always welcome if the stories have interest for their readers. If the stories have no interest, it could not do the theater much good to have them published.
The press representative of ability does not write stereotyped stories, nor does he send the same story to all newspapers. He attempts to prepare a special story for each journal which will have an appeal for the particular class of readers of that paper. The story meant for a tabloid newspaper,