The Moving Picture Weekly (1917-1919)

THE MOVING PICTURE WEEKLY ■37 puthk it over YOU can use this novel newspaper teaser campaign to good effect in connection with your showing of "WHO WAS THE OTHER MAN?" the Butterfly production, featuring Francis Ford. Insert the following advertisement in one or more of your local publications, four days before the showing of the picture : : TO J "WHO WAS THE OTHER MAN?" UNLESS YOU REVEAL HIS IDENTITY TO ME I SHALL PRESENT CERTAIN INFORMATION NOW IN MY POSSESSION TO THE AUTHORITIES. M L (Or exhibitor's initials) • On the following day, run this ad: T J G ! AGAIN I ASK "WHO WAS THE OTHER MAN?" ANSWER THIS QUESTION. YOUR LIBERTY— AND PERHAPS YOUR LIFE— DEPEND UPON YOUR ANSWER! Bluebird Ideas "T"RIUMPH," the Bluebird production featuring Dorothy Phillips, is the story of a stage-struck girl who learn that a dramatic career has its seemy side. Since every girl firmly believes that she possesses the stuff of which stage stars are made, appeal particularly to this trait in whatever advertising you do. The following idea would help you attract attention and arouse the interest of the stage-struck girls. Employ a couple of girls to distribute circulars containing copy reading: ARE YOU AMBITIOUS FOR A STAGE CAREER? THEN SEE "TRIUMPH." A BLUEBIRD PRODUCTION FEATURING DOROTHY PHILLIPS AT THE (name of theatre here). IT CONTAINS A MESSAGE OF TREMENDOUS IMPORTANCE TO YOU. You could make these girls' efforts particularly effective by having them distribute the circulars at night, and having them followed by an auto with its spotlight turned full on them. A colored lens should be used, since this would make them stand out more prominently. Get in touch with the woman on the staff of the local paper handling the I GIVE YOU UNTIL (date on which feature is to be shown) TO (Exhibitor's initials here) On the day after the above has appeared, insert this ad: TO J G ! FOR THE LAST TIME "WHO WAS THE OTHER MAN?" THE PERIOD OF GRACE ENDS TO-MORROW. THIS IS THE FINAL WARNING. UNLESS YOUR ANSWER APPEARS IN THIS SPACE TO-MORROW THE BLOW WILL FALL! ! ! (Exhibitor's initials here) On the day of the showing, insert SOLVED t • in Tomorrows "sob stuff" and have her write up a few articles on the value of the message contained in "TRIUMPH." This co-operation should be easy to obtain, if you are a user of newspaper advertising space. The "sob sisters" are always on the lookout for interesting ideas, and the one contained in this Bluebird production will be eagerly welcomed. Here is a variation of an idea that has never failed to attract attention. On the address side of a small envelope, imprint the words, "FOR GIRLS ONLY." Place in this envelope a card containing this message : ARE YOU EAGER TO SHINE ON THE STAGE? "TRIUMPH," THE BLUEBIRD PRODUCTION FEATURING DOROTHY PHILLIPS, CONTAINS A STORY OF SPECIAL INTEREST TO EVERY GIRL WHO LONGS FOR A DRAMATIC CAREER. SEE IT AT THE (name of this announcement: TO (EXHIBITOR'S INITIALS) I HAVE SEEN YOUR ANNOUNCEMENT AND THE THREATS THEY CONTAINED. I AM NOT AFRAID. TO THE PUBLIC TWICE HAS (Exhibitor's initials) DEMANDED THAT I ANSWER HIS QUESTION "WHO WAS THE OTHER MAN?" TO RAISE THE CLOUD OF SUSPICION THAT THE ANNOUNCEMENTS HAVE SPREAD OVER MY NAME I URGE YOU ALL TO ATTEND THE (Name here) THEATRE TO-DAY SO THAT I MAY REVEAL TO YOU THE REAL SOLUTION TO THIS MYSTERY. J L . To be 100 per cent, effective, the foregoing should be properly laid out and placed conspicuously. If you do not know how to lay out an advertisement, the advertising manager of the paper in which you advertise will be glad to do it for you. for "Triumph" theatre here) ON (day and date here) . Since curiosity is one of the strongest elements in the human make-up, the message on the envelope will not only cause girls to read its contents, but will instantly attract the attention of the male population of your community. Send the postal below to the people in your community. You can have it multigraphed or printed at a nominal cost. Your Bluebird exchange man will be glad to have it done for you, if it is not convenient for you to have this work done in your own cummunity. Dear Friend: Is there a girl in your immediate family whose ambition it is to shine upon the stage? Yes? Then by all means present her with a ticket of admission to the (name of theatre here) where "TRIUMPH" a Bluebird production featuring DOROTHY PHILLIPS, is to be shown on (date here). Better still, take her to see this picture. You will enjoy every moment as much as she will. And unless I miss my guess, you BOTH will thank me for suggesting that you see it. Sincerely, etc.