The Moving Picture Weekly (1920-1921)

18 The Moving Picture Weekly June 25, 1921 Exkititors Every wliere Are Makm Advertising "Outside The Law" at the Palace Theatre, an outskirt house of Madison, Wis. Indianapolis Tkeatre Exploits Dean Picture INDIANAPOLIS was highly amused and interested in a series of teaser ads and exploitation stunts recently used in that city in connection with the showing of "Outside the Law" at the Isis Theatre. Supplemented by a liberal newspaper and poster campaign, the combined efforts resulted in filled houses during the run of the Priscilla Dean special. Attention first was attracted by teaser ads in the "Star," "News," and "Times ," reading on successive days, as follows: "If You Roll African Marbles on Sunday or Any Other Day You Are OUTSIDE THE LAW. Another was : "If You Beat Your Wife, etc.," and, tying up with ^ local election — "If You Vote More Than Once in the Primaries," etc. There were six of these teaser ads in all. The teasers were followed by a "clean-up your back yard" post-card campaign, signed "P. D.," and which went into every home in Indianapolis. PmsciLLA Dean c^^^t^s^-^-ti. This broadside was followed by a quarter page ad demanding "Who is 'P. D.'? followed by other ads announcing that "P. D." was the electrifying, etc., Priscilla Dean, and anannouncing the showing of "Outside the Law" at the Isis Theatre. The campaign included several fi-uitful window display tie-ups. A personal letter of reco m m e n d ation was obtained from Miss Dean for Jack Rohr, one of the city's leading haberdashers, which he paste d on his w i n d o w, and backed up ^^^th six lobby display cards and a photograph of the star. A fi-uitful tieup was made with Leo Krauss, a prominent jeweler of Indianapolis, Ind. Kraus devoted one of his entire show windows to the display of "Outside the Law" lobby cards, pearl necklace around the neck. This tie-up followed the suggestion found in the picture, which features the quest of a valuable pearl necklace. Krause also gave away a pearl necklace on the last night of the showing. Springfield, 111., May 21st, 192L Universal Film Exchanges, Inc., St. Louis, Mo. "Outside The Law" is certainly a money-getter. It proved itself to be one of the greatest box-office attractions that has ever played my theatre, and I have shown nearly all the big films of the last few years. GREAT, would be the best word to describe the week's run "Outside The Law" had at the Princess. And this in spite of strong counter attractions and oppressive weather. I am certainly well pleased with the success of the picture, and I also want to thank you for the splendid co-operation you gave us in exploitation. Yours very truly, (Signed) W. W. WATTS, Princess Theatre. Albany, N. Y., April 11th, 1921. Universal Film Exchange, Inc., Buffalo, N. Y. I have just completed one week's run on "Outside The Law," and I wish to state that the picture has proven very satisfactory to my patrons, and also beneficial to me, as the abovenamed picture has broken all records at the Albany Theatre. I can recommend this production to any exhibitor looking for a good production and a good money-getter. I sincerely hope that the Universal Co. will produce more of that caliber of pictures which will do the business that "Outside The Law" has done for me. With best wishes, I beg to remain, THE ALBANY THEATRE. (Signed) S. Suckno, Manager. PRISCILLA DEAN By B. Harvey Garretson. Daring and dashing and dynamic Dean — Fiery, lovable silversheet queen. How my soul thrills to the spell of your art — How you have made yourself part of my heart! Vibrant and vivid and vigorous Dean — Beautiful, glittering star of the screen. How I succumb to the lure of your smile — Gosh, dear Priscilla, I love you a pile! — Film Stories.