Moving Picture World (Nov-Dec 1923)

December 1, 1923 MOVING PICTURE WORLD 491 Famous Stars Tell TV ho Is The Meanest Man They Know Reproduction of the newspaper feature story in the “Meanest Man” p^ess sheet. An idea carried out by First National on every release. Good newspaper stuff, say we — the sort that should get lots of free space. the fact that the press book was completed before the decision to release with an option of title was reached. AND in passing we might mention that the press book prepared on “Lucretia Lombard” is fairly comprehensive. It includes the usual highclass line-up of aids furnished by Warner Brothers, among which are one or two clever novelties and exploitation ideas. We also have on our desk one of the de luxe books issued on this subject. It fully lives up to the reputation set by its predecessors, and has some particularly striking dramatic stills. Speaking of stills reminds us of the news item this week to the effect that Eric Von Stroheim has “shot” exactly 648 stills on his forthcoming Goldwyn production, “Greed.” Of course this is an extraordinary number of stills to “shoot” on any picture, but it recalls to our mind the fact that stills have not improved much lately. There are only comparatively few directors in the business who realize the value of stills — who realize that a good set of stills often means considerable added money in the gross of a picture. Some of the best stills for advertising purposes come out of Universal City, where, we understand, a certain number of stills, especially on big productions, are “shot” solely for the use of the advertising department — stills that by virtue of composition and subject matter particularly lend themselves to advertising and poster layouts, as well as to box office angles that help sell theatre seats. THE Independents seem to be right up with the pace-makers when it comes to press books and advertising aids on pictures. We have on our desk a press book issued by Monogram Pictures Corporation on “The Mask of Lopez.” The work of Tom North, the book shows a keen sense of showmanship on the part of its maker, and we know of few Westerns that have received a better promotional send-off than is given this initial Monogram release. Newspaper ads, posters, slides, oil paintings (of which there are eight), etc., are of high calibre, and the exploitation suggestions can hold their own with the best of them. A RATHER unique exploitation bulletin has been issued by First National on “The Meanest Man in the World.” It is in the form of a sixteenpage booket, and is sent out under the signature of Sol Lesser, of West Coast Theatres, Inc., who tells “How I Am Going to Put Over ‘The Meanest Man in the World’.” In the pages of the booklet Mr. Lesser reviews virtually the entire campaign prepared by First National, with a few additions of his own. He goes into extreme detail, explaining the use of every aid. Reproductions of posters, ads, etc., are contained in the pamphlet, and the personal note of from-exhibitor-to-exhibitor helps make it sound sincere. HINKING of First National reminds us of two outstanding items issued as part of their regular work. One is a feature story which is a part of every press sheet. This feature story is unusual in that it is a real newspaper feature story, and has not the usual strong taint of press agentry. The other item is a syndicate service of paragraphs written by Matt Taylor, which include items on stars of other companies as well as on First National stars. ffiaturffig' IRENE Rl(H.MONT£BlUE Marc McDermott. Alec Francis*-. Norma Sh^iki-u aHARRYRAPfI PRODUCTION * » # n WARNER BROC * Classics 'if itv* v m/m THE FAMOUS NOVEL LUCRETIA LOMBARD' KATHLEEN NORRIS MONTE BLUE 'IRENE RICH Dire:!-,, JACK CQNWAY MARC MCDERMOTT, ALEC FRANCIS NORMA SHEARER Warner Brothers’ last-minute decision to give the exhibitor the option of presenting the picturisation of Kathleen Norris’ novel either as “Lucretia Lombard” or “Flaming Passion” resulted in the preparation of optional twenty-four sheets, which are reproduced herewith. There are also available a “Flaming Passion” six-sheet, three-sheet, one-sheet and trailer. These are not mentioned or illustrated in the press sheet. pRNERim Classics of the Screen. ^ HARRY RAPF Production . JACK CONWAY