The Moving picture world (July 1924-August 1924)

August 2, 1924 MOVING PICTURE WORLD 387 National Tie-ups and Live Advertising Make Warner Product a Current Event LEADS IN WARNER Monte Blue, Irene R IN announcing their plans for the season 1924-25, Warner Bros, direct attention to what they have done in previous seasons. Warner Bros, have been particularly strong for national advertising tie-ups — and most of these tie-ups have been made in the broadest possible way so that they, were effective, not only for a single picture, but for all Warner Bros, pictures, with the result that the producing and distributing firm has been building — and is continuing to build — a tie-up structure all ovei the country. Here are a few of the things which have been done, related not for the purpose of boasting of the past, but rather as helpful information for the exhibitor who books the 1924-25 and future Warner Bros, product — Through an arrangement with the manufacturers of Delta Pearls, Marie Prevost, Irene Rich and Louise Fazenda were photographed in many attractive poses wearing the company's attractive merchandise. Through an arrangement with the NuGrape Co. of Baltimore, Wesley Barry was hooked up with the product. Wesley Barry, Marie Prevost, and Irene Rich were photographed in many special poses with Hohner Harmonicas. Bruce Guerin and Priscilla Dean Moran loaned their popularity to Dr. Posner's Shoes for the purpose of a national advertising campaign. Wesley Barry had a lot of nice things to say, in pictures and text, about the United States Rubber Co.'s "Keds." The Aranes Merchandise Co. were permitted to make a very attractive toilet compact called the "Marie Prevost Compact," and bearing a picture of the popular Marie Prevost, the Warner Bros. star. A second compact by the same company has pictures of Miss Prevost, Irene Rich, Louise Fazenda and June Marlowe. Wesley Barry, Marie Prevost, Irene Rich, Bruce Guerin and Harry Myers were tied up with Ingersoll Pencils. Miss Prevost, Monte Blue, Miss Rich and Harry Myers made special phonograph records and were photographed in special poses in connection with the Victor Talking Machine Co.'s big campaign on their "Treasure Chests" of special phonograph selections. BROTHERS' PICTURES ich and Willard Louis. F. A. D. Andrea & Co., manufacturing "Fada" radio sets helped advertise Wesley Barry in Warner Bros, productions, as did the General Electric Co. in their campaign on Westinghouse Motors. The same popular Warner Bros. -Wesley Barry pictures were "plugged" in connection with the advertising of products made by the Walter Janvier Co., drugs; H-0 Oatmeal; Weiner Bros., who made a special "Penrod Sweater," and the Hamilton Watch Co. In connection with the "Beau Brummel" production, starring John Barrymore, the manufacturers of Young's Hats, operating stores all over the country, made up special "Beau Brummel" models for general sale and, as a novelty advertising piece for window display, a grey beaver, bell-shaped high hat in exact replica of the hat the original Beau Brummel wore during his days at the English Court in the days of George IV. In practically every case these tie-ups worked in about the same way. The manufacturer used the special photographic poses provided by Warner Bros, in all their various forms of national advertising. They made lithographic cut-outs which were shipped to their dealers everywhere — and, incidentally, placed at the disposal of motion picture ex hibitors through exchanges handled the Warner Bros, product. They sent out directly to their dealers special window displays and they used the same pictures and text in both national and local advertising campaigns. In addition to these national tie-ups, arranged directly by the producing and distributing company, there are other tie-ups with Fashionknit Neckwear, Personality Clothes, Sta-Shape Hats, Vivaudou Mavis Talc, Sampson's Dress, Mineralava, and the Glove Industries. Still further evidence of the value of Warner Bros, help to the exhibitor, is the record of success which has been made by some of the exploitation plans and ideas which are regularly incorporated in the Plan Book which the company gets out with every picture. The "Beau Brummel" Contest idea has worked triumphs. In Seattle, Wash., not long ago, the plan struck the local newspapers and general public so forcefully that the name of practically every notable in town was entered in the race to determine who the "Beau Brummel" of the big Washington city was — and when the honor fell to the Seattle Chief of Police, he was showered with enough prizes to start a gents' furnishing store. Another for Dog Star, Rin-Tin-Tin Ever since man succeeded in domesticating the wolf and making it man's noblest friend, there have been wonderful stories retailed about the intelligence and astuteness of this animal. But what dog of mythical past or of resent times can equal for sagacity the wonder dog, Rin-Tin-Tin? Warner Bros, have made arrangements with the dog's owner and trainer, Lee Duncan, for two pictures on the new season's schedule. The first is now in production, 'Find Your Man," and the Rin-Tin-Tin Company is now "somewhere in Oregon." Rin-Tin-Tin is a product of the World War, and saw fire at the age of two months. He is recognized as one of the most talented canine actors in the world. mm mm csol SUPPORTING PLAYERS IN WARNER BROTHERS* PICTURES Louise Fazenda, John Roche and June Marlowe.