Moving Picture World (Aug 1920)

August 14, 1920 THE MOVING PICTURE WORLD 893 Big Advertising and Production Accessories for Fox 1 920-21 Output WILLIAM FOX posters will be popular among exhibitors before the Fall campaign is well under way. Exhibitors will realize the box office appeal of these new posters. They will hold the motion picture patron until he has read everything on them, has judged of their artistry and knows where the picture is being shown. Big propositions require big advertising. William Fox has engaged prominent artists to give the Fox exhibitors something extraordinary. He believes there is 100 per cent, more box office appeal in these posters than in any others he ever put out. The posters are for his fall productions. Among the posters for the early part of the season are those for the following special productions : Pearl White in “The White Moll,” the six-reel Sunshine comedy “Skirts,” William Farnum in “If I Were King” and “While New York Sleeps.” Posters for “White Moll.” For Pearl White in “The White Moll” there will be one twenty-four sheet stand; two styles six-sheet, three styles three sheet, three styles one-sheet, two styles window cards, one-half sheet snipes. The twenty-four sheet stand is a striking example of fine lithographic art work in multiple colors, depicting the head of Miss White as Rhoda, the White Moll, with a sinister face of Gypsy Nan alongside. The true showman will have this poster on every available space. The six-sheets, the three-sheets and the one-sheets all are built along the same attractive, box office lines. As regards “Skirts.” This is a big, riproaring six-reel comedy. It costs a large sum to make, but it will make big money for exhibitors, it is claimed by Fox corporation. Put these posters in every available place. They are artistic. They are decorative. They will add tone to a town. People will know the exhibitor is up to date. For “Skirts” there are one style twentyfour sheet; two styles six-sheet, three styles three-sheet, four styles one-sheet, two styles window card, one style cut-out. A Riot of Color. The twenty-four sheet, for instance, is a riot of color, the skirts of six girls blowing in the wind. One six-sheet shows the famous Singer Midgets, vaudeville’s great drawing card, with the “Old Lady Who Lived in a Shoe”; while the other is a Parisian creation showing a group of girls descending a flight of steps with the wind playing naughtily with their skirts. One three-sheet shows a Fox Sunshine comedian holding the entire troupe of Singer Midgets on a tray. This for the kiddies as well as for their mothers and fathers. Another three-sheet drawn by a wellknown French artist shows a bathing girl. Stunning. Beautiful. It is done in six colors. There is no use going into wordy detail about this one. When the exhibitor sees it he will have more and better things to say about it than will fill the walls of his lobby. Has Romantic Atmosphere. For William Farnum in “If I Were King,” the artists have cleverly captured the romantic atmosphere of Justin Huntly McCarthy’s brilliant story of that delightful vagabond poet, Francois Villon in the time of Louis the Eleventh of France. The twenty-four sheet is a masterly portrait of William Farnum in color, surrounded by four figures, also in color, of Farnum as Villon, and in rich silks and velvets as the Grand Constable of France. Because “While New York Sleeps” is an unusual picture, the moneymaking possibilities of which are unlimited, the Fox company has done an unusual thing. It has put out twenty-four sheet stands in addition to one style of six-sheet, two styles of three-sheet, three styles of one-sheet, two styles of window cards, and one-half sheet of snipe. One twenty-four sheet stand is divided into three scenes, just as “While New York Sleeps” is divided into three phases of New York life after dark. The central figure is that of a showgirl in a gorgeous gown. This showgirl symbolizes the Broadway night life, with its hectic lure and its joy minus foresight. On the right is shown high society, puffing its cigarette, while the bright lights sparkle over the scene. Then comes the life among the poor, where are both wickedness and goodness, where the joy of life is as keen as in the moneyed districts, and where tragedy, gaunt and persistent, is over stalking. Depicts River Fight. The other twenty-four sheet shows artistically a sensational fight on the river between police and river thieves, small lights showing the outline of the big bridge behind which the lights again give an outline of the city. One three-sheet has the dance of death. Another shows a worthless husband, thought dead, returning to blackmail his wife who has remarried. These posters give an indication of the picture. Everybody wants to see the sights of New York, and in “While New York Sleeps” they get these in overflowing abundance. Other Advertising Aids. In addition to this paper are exploitation campaign and press books, and some especially fine lobby display cards. Altogether the Fox company has supplied the exhibitor with material for big campaign on its early special productions. Similar expert attention has been paid to posters and campaign material on the William Farnum, Pearl White and Tom Mix series features, as well as on the Shirley Mason, William Russells, George Walsh, Buck Jones, Eileen Percy and Louise Lovely productions. A thirty-six page exploitation book has been printed for the Fox serial “Bride 13.” This is unique — the most complete ever issued on a serial. Mix Breaks Records for Big Thrills in Next Fox Picture TOM MIX, the popular western star of William Fox, who has just completed “The Untamed,” a story by Max Brand and directed by Emmett J. Flynn, at the West Coast studios, goes to unusual lengths to provide genuine thrills for the picture in which he appears. The star takes great pains and genuine pride in the fact that he breaks all horses which he uses himself, thus providing the realism which adds thrills and hair-raising stunts to productions in which he appears. In “The Untamed,” a wild horse was required in considerable of the action, and the star and his director felt that nothing but a real wild horse would do. Therefore a wild stallion was captured and taken to the star’s ranch at Mixville. Here the actor got busy and exercised some of his prowess as a cowpuncher which continued for several weeks. For hairraising thrillers, Mix has never made a production that even mildly approaches “The Untamed,” which will be released shortly. Pauline Starke, who plays opposite the star, contributes a delightful characterization in the role of a rugged western girl which will go far to strengthen her already large following, and adds greatly to the charm of the story. Farnum Special Booking Heavily Reports from exchange managers all over the country, received by Fox Film Corporation, indicate that exhibitors are booking the Fox special production, “If I Were King,” starring William Farnum, for early playing dates, and that it will be this star’s biggest box-office attraction. This is partly due to the fact that “If I Were King” is a screen adaptation of the celebrated novel and stage play of Justin Huntly McCarthy, also to the fact that it has in the leading role William Farnum, and third, because it has been sumptuously and lavishly produced. Exhibitors are realizing the big advertising and exploitation possibilities this production contains. It was directed by J. Gordon Edwards. Fox General Sales Manager Speaks on His Firm's Increased Distribution Facilities By Herman Robbins, General Sales Manager of^Fox Film Corporation IN keeping with the magnitude of Fox product to be released during the season 1920-1921, Fox Film Corporation has encompassed an extension of its distribution facilities in the United States which will permit of an even greater measure of service to Fox exhibitors than in the past. The unprecedentedly wide distribution which Fox attractions attained during the past season have pointed to the necessity for a very considerable, addition to the chain of our exchanges in this country. In order to maintain the high standard of service which we have hitherto given exhibitors, and to even better facilitate the handling of the Fox product, new Fox Exchanges will be in operation in Albany, New Haven, Oklahoma and Butte. The majority of these new branches have already been inaugurated; all will be in operation within a few weeks. “From a sales standpoint, the Fox organization faces the new season happy in the supreme confidence that it has the handling of a group of productions, the magnitude and attractiveness of which have never been equaled by the Fox output of any past year.”