The Moving Picture Weekly (1920-1921)

-THE MOVING PICTURE WEEKLY ■33 Milkman Exploits Jewel Film m Okio Territory •pHE milkman was used to acquaint the residents of many Ohio cities that "Outside The Law," the Universal-Jewel photoplay was coming to town. Lowell Cash, Universal's exploitation man in the Ohio territory arranged for "Outside The Law" advertising matter to go into the homes with the milkman every morning. The stunt was first worked in Lima, Ohio, where "Outside The Law," Priscilla Dean's new Universal-Jewel was shown at the Lyric Theatre. Cash had a run of hand-bills printed, worded somewhat as follows: If you do not drink fresh milk daily you are OUTSIDE THE LAW Of Good Health For Health— The White Mountain Dairy Company For Recreation — See Priscilla Dean In "Outside The Law" at the Lyric Theatre These handbills were distributed by the milkmen on the various routes of the dairy company, and proved an innovation in advertising in the Ohio city. S ince then, Cash has duplicated the stunt in Elyria, 0., for the American Theatre, and for the Lyric Theatre in Mt. Clemens, Mich., and the Wallace Theatre. Wooster, 0. Reports from the American Theatre indicate the picture went over bier in that city, and that it was greatly helped by exploitation. Besides the milk-bottle stunt, the Elyria Chronicle-Telegraph ran the Priscilla Dean tam-o-shanter contest used so successfully in other cities with "Outside The Law." Together with the theatre management, Cash made a drive for window-displays, and obtained many valuable locations, tying up the name of the picture with advertising lines for the various stores. The Biggest and Best Show the Kinema has Presented so fat All Brand New Today Lor CMney r/nBiiiiivwk\i 1 1 This ad was used in the Salt Lake City Telegram by the Kinema theatre and proved to be effective in announcing the coming of the Universal-Jewel starring Priscilla Dean. Priscilla Dean Xam Stunt Put Over by Toledo Paper 'J'HE Priscilla Dean Tam contest was successfully used by the Lhna Daily Neavs as a circulation booster in connection with the showing of "Outside The Law" in Lima, Ohio. The Toledo Daily Blade accompanied the showing of the picture at the Alhambra Theatre, Toledo, by an illustrated serial story of the picture, running six days, from copy and mats supplied by the Universal home office. In addition to running the serial the Blade had a young woman impersonate J "^^^^ Moll" and appear on the streets DeS5'^ of that city wearing one of the Priscilla Dean Tams. Each day the reporter ran an account of her experiences with the eager women film fans who were looking for her with the mystic formula ready for instant use. This publicity and the local exploitation stunts caused all theatre records to be broken in those two cities,. Brooklyn, N. Y. March 3, 1921. Big U Film Exchange, Inc., 1600 Broadway, New York. No doubt you are interested to know how your production "OUTSIDE THE LAW" has gone over. All we can say is, that it opened up with a BANG. We are glad to report that the opening day, Sunday, February 27th, has positively broken all records at our Stone Theatre notwithstanding the inclement weather. We also beg to advise that we tried a novelty at our theatre of starting a midnight performance, and while it was doubtful in my mind as to the possibilities of it's being a success, yet to my surprise we had to stop selling tickets at this midnight performance. Today is the fifth day we are playing this picture and it is still going strong. We have two more days to play same and are confident from appearances that the other two days will come up to expectations. This production has been acknowledged by our patrons as being one of the best seen by them for a long time. Wishing you success with this production and hoping for a continuance of more like this one, we are Universally yours, STONE THEATRE, Samuel Ruizler, General Manager.