Paramount and Artcraft Press Books (1917)

ADVERTISING SUGGESTIONS FROM THE EXHIBITORS’ SERVICE DEPARTMENT ON ‘‘THE ETERNAL TEMPTRESS’’ LOBBY “THE ETERNAL TEMPTRESS” deals with Mme. Lina Cavalieri as a DISPLAY modern siren. It also has to do with a pearl necklace of fabulous worth. In || this thrilling story Mme. Cavalieri will wear her pearls which are famous all the world over and also some gorgeous gowns. With these ideas as a basis, it is possible for you either to have a display of pearl necklaces in your lobby, through arrangement with your local jeweler, or to have your lobby display artist get up a very entrancing siren scene based upon the paper which we issue on this subject. ^ The catch line — “If you were a modern siren and your sweetheart had stolen a State paper so as to earn money to shower you with jewels, would you have made the supreme sacrifice made by Lina Cavalieri in 'THE ETERNAL TEMPTRESS’?” WINDOW For gorgeous gowns and precious jewels, it is doubtful whether any photoplay DISPLAY has ever attempted to surpass the display in “THE ETERNAL TEMPTRESS.” This should give you plenty of opportunity to co-operate with your dry goods, dress goods and jewelry stores in advertising Mme. Cavalieri. A sign in the dress goods window in connection with the display of some noted beauty around town, if you can secure one, saying “this is not Lina Cavalieri, nor is it the gown she will wear in “THE ETERNAL TEMPTRESS,” but it is a creation of , directly imported from , showing, as does Mme. Cavalieri, the very latest styles in evening gowns. CAR CARD Have a photograph made of the best window display in your town which DISPLAY relates to “THE ETERNAL TEMPTRESS” in your theatre. Reproduce this cut on your car card, with credit to the local merchant, — in addition to announcing the name of the photoplay and the date it will be shown in your theatre. Do not overlook the value to you of these car cards. The very fact that you advertise in the street cars of your town stamps your theatre as the progressive house of your district. STREET A beautiful young woman dressed up to represent Lina Cavalieri in a DISPLAYS magnificent evening gown driving through your streets in an automobile with a banner on both sides of the car stating that “THE ETERNAL TEMPTRESS” will be seen in your theatre will probably be as good an advertisement of the show as anything. We should be pleased to hear from you as to the street display you put on for “THE ETERNAL TEMPTRESS” so that we may help others through your ideas — and in turn help you through the ideas of others. NEWSPAPER Utilize the same cut that you have worked in connection with your ADVERTISING car card advertising to advertise the local merchant who has helped you with his lobby display, with a line of credit to him in your newspaper copy. You might alternate this advertising with a copy of the letters you are sending out to housewives in your locality, using a line something like this: “To all of our patrons: Did you receive the letter on ‘THE ETERNAL TEMPTRESS’? There was a misspelled word in that letter and the first one who can find out which word it was that was misspelled will be entitled to a prize at the manager’s office. Bring the letter with you and see the manager as to the terms of the award.” FORf ADDITIONAL SUGGESTIONS WRITE TO THE EXHIBITORS’ SERVICE DEPARTMENT 485 Fifth Avenue, New York City 4