Paramount Pep (1923)

Paramount Pep 3 “To Have and To Hold” Newspaper Tie-Up L. J. Bamberger’s idea for nationalizing newspaper copy for this production has already appeared in one hundred and two newspapers. Back in the later days of 1922 Leon J. Bamberger, Assistant to Claud Saunders, advanced the suggestion to executives in the Home Office regarding nationalizing copy for page tie-ups on any given production, and started the ball rolling by submitting a dummy on the particular production, “To Have and to Hold." The argument for this proposition is a most logical one, as it saves a great deal of trouble on the part of the eternal triangle, the exhibitor, newspaper men, and exploiteer. The idea in a nutshell is this, — the dummy is made up for a one-page newspaper layout with the name of the production and cast appearing prominently at the top of the page and flanked by various attractive layouts by other ads, copy of which is partially written, facilitating solicitations from the merchant in the particular town in which the production is about to run. For instance in one part of the page appears a photo of Betty Compson and the caption reads, “To Have and To Hold’’ a lovely complexion is the desire and right of every woman. As an aid to an excellent complexion, nothing excels — here a space is left for the name of any drug store or commercial house handling cosmetics in any form. Simplicity and attractiveness of the entire page naturally attract the merchant’s eye as well as the newspaper man himself, so there is nothing else for both of these parties to do but to insert the name of the establishment and any additional copy. Another big important feature is the fact that this page layout is in mat form and can be mailed to the newspaper, thereby eliminating extra work in the composing room of the newspaper and at the same time supplying the newspaper with a dummy to present to the merchants. Exploiteers are having great success with this nationalization scheme and Mr. Bamberger expects the number of newspapers using this ad to grow quickly. The Pied Piper When, the modern Paramount Pied Piper starts his little song and dance you can tell the world that exhibitors galore will follow the trail of the Super 39 — and why? Look at the notes that are flying from his flute. Pickett’s Pride Los Angeles has seen many masterful outdoor exploitation stunts but none that ever secured the amount of attention that was accorded Exploiteer Arthur G. Pickett’s mobile dinosaur for “Adam’s Rib” at Grauman’s Rialto. This dinosaur was one used in the making of the picture and weighed 2 tons. It was paraded for 25 miles through the business streets, and the route was so arranged to strike the most important corners when traffic was at its heaviest. The rubber-necking done by everyone onj the streets, on street cars, in autos, from office buildings, stores, etc., left no room for doubt that Pickett’s display had “hit.” It jammed the traffic everywhere, stalled everything and everybody, while the height of the monster (selected as the largest used in the picture) necessitated a man riding with the truck to push up the trolley and telephone wires encountered every few feet of the way, causing additional consternation. After covering the route, the dinosaur was parked for permanent display on one of the prominent intersections where it stands elevated on a mound which could not fit the display better were it actually arranged for it. At night a spot light illumines the huge animal causing consumers of bootleg liquor to swear off for all time. Another dinosaur is on display in the lobby of Grauman’s Hollywood Egyptian Theatre, and it, too, is attracting no end of attention. Mr. Pickett is on the left. Chorus Bring on the Injuns And the buffalo; Bring on the hosses And the rest of the show. Set fire to the prairies And burn up the grass; Shoot me if “The Covered Wagon” Ain’t the class ! RUSSELL HOLMAN, H ome Office Publicity Staff. Now some person please write a verse to this and make it complete.