We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
Business-Getting Suggestions
rpHE SON OF DEMOCRACY,” remember, appeals to two classes — the regular “fan,” who A wants comedy and adventure and sentiment; and to the person who attends a motion picture theatre only at long intervals. Your appeal to the “regular” is by impressing him with the fact that “The Son of Democracy” is rattling good entertainment, not dry history.
The other class you reach by accentuating Benjamin Chapin’s Lincoln, the educational value, the patriotic appeal. Your general advertising should combine both ideas.
“The Son of Democracy” runs for ten weeks. If handled as directed in this press book, it will bring you hundreds of new patrons and hold them for ten weeks and more. In those ten weeks they will be converted into regular motion picture fans. “The Son of Democracy” is an enormous boon to the motion picture exhibitor in that it creates new “fans” and holds them.
The Remainder of Your Program
Be careful about your choice of the remainder of the program when you show “The Son of Democracy.” Don’t fill up with cheap stuff. When Sarah Bernhardt plays in a vaudeville theatre, the remainder of the bill always is made up of the highest class of acts that can be booked. It’s good business. Sarah Bernhardt brings into the theatre hundreds of persons who never before have patronized vaudeville houses. They see Sarah Bernhardt. And they also see other first class acts.
“I never had any idea that vaudeville was so interesting,” they say, and come back the next week. Soon they are regulars.
Put on a good, clean show along with “The Son of Democracy” and you’ll actually create and hold new business. The persons who, through ignorance, had scorned the motion picture theatre, will become its best friends.
Special Lincoln Displays
In your city the stores, schools and libraries will be preparing special Lincoln displays for Lincoln’s Birthday. Furnish them with pictures of Benjamin Chapin as Abraham Lincoln, get them to put up post cards containing your announcement of the showing of “The Son of Democracy.”
It will be easy to make a patriotic display in your lobby.
Special Performances
Give special performances in the morning for school children. Go to school superintendents, teachers and principals. Show them what noted persons have said about these pictures. You may be able to arrange to have schools dismissed for an hour in the morning so that the children can come and see the Lincoln pictures.
Make special rates to club women who come in bodies at matinees. Appeal to patriotic societies such as the D. A. R., etc.
8