Moving Picture World (Nov-Dec 1923)

nn^rv Wh the AdvepXising Brains The Unusual ,and Novel in promotion Aids UNIVERSAL always has had the reputation of giving the exhibitor just about everything he needed to put over a picture properly, and recent issues of Universal campaign books do nothing to impair that reputation. In fact, some of the books published in the past few months, especially those on Universal “Super-Jewels,” add further laurels to the crown of Universal showmanship. We have made an intensive and extensive study of press books, and it strikes us that the campaigns prepared by Universal are about as top-notch as any. Last week we stated that Goldwyn was the only company, to our knowledge, issuing a supplementary promotion book. The statement still stands, but we forget to mention that Universal publishes the Universal Weekly, in the pages of which are reproduced many of the stunts that have been tried and proved by exhibitors playing Universal pictures. But this periodical is mailed to all exhibitors, and deals with no picture in particular. The Universal Weekly carries advance promotional dope on all of Universal’s product, including short stuff. GETTING back to press books, let us consider those issued by Universal on “The Acquittal.” Here is a complete compendium of ideas that ought to furnish any exhibitor, small-town or big city, with enough material to help sell seats in a CONDUCTED BY BEN H. GRIMM The keynote of the whole campaign on “The Acquittal.” The elements of suspense and mystery have been retained in almost every piece of promotional matter. Good showman-psychology that should sell plenty of seats. thoroughly satisfactory manner. Not only is the general run of stuff practical, but also there is such a variety of ideas as to suit any showman. THE campaign is included in three parts. A four-page, two-color plan book, a section devoted to newspaper ads. and a publicity clip sheet. Each is separate from the other, but together they form a whole. THE front cover of the campaign book is a selling talk to exhibitors, and it contains a layout that might be adapted to a newspaper ad. Several of the cuts that form the layout are available at U exchanges — pictures of characters in the story. We might suggest here that it would have been a better plan to print this cover in red and black instead of blue and black, as has been done. The blue makes it more difficult to reproduce any of these illustrations direct from the press book. The inside pages of the campaign book contain information regarding the picture, as well as exploitation ideas and suggestions and reproduction of the heralds. Heralds on the “Acquittal” are made in three different styles — one a teaser “coming” throwaway, another a novelty “Injunction” ordering the recipient to “court,” and the third a four-page, two-color miniature newspaper. Incidentally, these miniature newspaper heralds seem to be growing in popularity. The back page contains two-color reproductions of the posters, lobby displays, etc. The line of paper includes one 24-sheet, two 6-sheets, three 3-sheets, three 1 -sheets and a window card. An unusual lobby-card idea is also presented, a sample of which is reproduced in these columns. As the press book says, “Order the whole set of 11x14s and use the six which show in the lower left hand corner inserts of the principal characters. “Get six pieces of compo or heavy matt board, one-sheet size (28x42). Make one opening for an 11x14 lobby card in each. Paint the whole board an even neutral background color for lettering, as shown in the illustration." Copy for each of the six lobby cards is embodied in the press sheet. This is a good idea, and helps carry out the Reproductions of rough sketches of the twenty-four and two of the three-sheets. Sketches not fully lettered, but posters are.. Twentyfour carries big display line at top, “Who killed Andred Prentice.” Entire line of paper stresses key note of mystery and should prove excellent helping to get customers for theatres that run the picture.