The Moving Picture Weekly (1916-1917)

36 -THE MOVING PICTURE WEEKLY P«IHIICiIg¥HI A DEPARTMENT OF ADVERTISING SUGGESTIONS FOR THE BENEFIT OF ALL EXHIBITORS MEVER before has the Red Cross taken so firm and so tremendous a hold upon the public as has been the case since the commencement of the war. Every man, woman and child seems willing and eager to help this great and good organization. Why not link your theatre up with the Red Cross, using those hours that mean nothing to you at the present time? For instance, the title of the Butterfly feature, "THE MIDNIGHT MAN," suggests an idea. It's this: Get together with your local Red Cross organization and suggest the holding of a special MIDNIGHT MATINEE performance of "THE MIDNIGHT MAN," the total proceeds of which will be turned over to the Red Cross. Bluebird Ideas jriVE people crossing the Pacific, find the ordinary channels of their smooth careers altered when a U-boat sends their steamer to the bottom. At the same time, bear in mind the fact that while this Bluebird production has the war as a backgi-ound, there is nothing of blood and thunder in it. It's a story that every man, WOMAN and CHILD can see and ENJOY. A decidedly novel stunt to attract the attention of the public consists in building a raft over the body of a Ford. In the center of the raft, erect a mast, to which attach a piece of torn canvas. The latter is to serve as a square sail. Have a woman lying flat on the i-aft, and a man standing against the Tnast as though scanning the horizon for help. Scatter a water cask, tin biscuit can and a couple of life preservers about. On the surface of the sail, rudely letter this legend: "IF YOU WANT TO SEE WHAT CAUSED THIS, SEE "THE SHOWDOWN" AT THE (name of theatre) ON (day and date). If interest in U-boats is keen in your community, and you think it safe to do so without bringing unpleasant thoughts into the minds of the people likely to be aff'ected by the war, work in the U-boat interest in whatever newspaper advertising and publicity you do. At the same time, pear in mind that exhibitors are finding that ballyhoos and press dope full of blood and tales of horror, drive the public away rather than attract it. Now, while this may not bring you immediate financial returns, it WILL bring you considerable free advertising of the finest sort and, in addition, will win for your theatre the good will of the best people in town. If there is an organization that handles sawes in your community, get it to co-operate with you on the following float idea : Since "THE SHOW-DOWN" is a patriotic subject, get the patriotic organizations such as the National Guard outfits, the regular army men, naval recruiting parties, Red Cross bodies, etc., to work with you. Naval men in particular should be glad to help you, since the Navy plays a highly important part in the development of the story. Still another novel stunt that can be worked is to have two or three men wearing life preservers stroll through the streets bearing the legend: SEE "THE SHOW-DOWN" AT THE (name of theatre) ON (day and date). These men can also hand out circulars advertising this Bluebird production. MR. EXHIBITOR— Your Bluebird Exchange will be glad to do everything in its power to help you make your theatre a success. If there is anything you want to know about circulars, heralds, form letters, newspaper advertising, mailing lists, stunts, etc., ask the exchange manager to put his publicity man on the job. "THE MIDNIGHT MAN" is a burglar who is a marvel at opening safes. Have the safe organization loan you one of their trucks and safes. Naturally, the truck must be of the open-side variety. After loading the safe on the truck, borrow a dummy figure of a man and set it in a crouching figure as though it was attempting to open the receptacle. Around the sides of the truck fasten the following banner: THE (name of safe here) IS ONE SAFE THAT "THE MIDNIGHT MAN" CANNOT OPEN. SEE HIM AT THE (Name of theatre here) ON (day and date here) FOR THE "SHOW DOWN" Here's a letter that will bring business. Have it multigraphed and mail to all names on your mailing list. DEAR FRIEND— There were four men on an island. There was also a girl, the daughter of the leader of the little party. A U-boat that strayed into the Pacific Ocean — where it was least expected — had sunk the ship on which they were traveling. One of the men was a famous writer of blood and thunder tales, the "I-feed-on-raw-m e a t-a n d-1 o v ewild-nature" kind. Another was a man whose he^rt was supposed to be full of love and charity for all mankind. A third was the money king, who was popularly supposed to dine on at least three poor people at every meal. The fourth was a young lifeweary chap to whom death was merely a glorious adventure. Put four men on an island and leave them to shift for themselves, and a most amazing change in their natures is likelv to occur. The wonderful Bluebird feature, "THE SHOWDOWN," shows what happened in this instance. Lynn RejTiolds , the man responsible for some of the most notable Bluebird productions, directed this story. It's SO good that I'll gladly refund the mony to every man, woman or child who doesn't say it afforded them the best entertainment they've had in many a day. A fine program of shorter subjects and music in addition to this feature. Better come ! (Name of theatre here) Manager.