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Advertising Suggestions for “Stella Maris/'
FROM
EXHIBITORS' SERVICE DEPARTMENT 485 Fifth Avenue, New York
LOBBY DISPLAY:
You could have a cut-out of a castle on a high cliff, showing large expanse of water at the foot of the cliff, and in one of the windows have the face of Mary Pickford in the center of a star throwing reflection on the water, and a card reading:
•‘STELLA MARIS*’
STAR OF THE SEA
Or, you could have a cut-out representing a lighthouse with a large expanse of sea, and the light could be reflected from a star at the top of the lighthouse.
WINDOW-DISPLAY:
Have your local bookseller make up a window-display with all the W. J. Locke books. He could carry a card reading:
OUR STOCK OF W. J. LOCKE BOOKS IS RAPIDLY DISAPPEARING BECAUSE EVERYONE WANTS TO READ “STELLA MARIS” (STAR OF THE SEA) BEFORE GOING TO SEE MARY PICKFORD IN THIS PHOTOPLAY, AS WELL AS ALL THE OTHER FAMOUS NOVELS BY THIS AUTHOR.
Your Department Store could have a cut-out of a castle for a window-display, and could show appropriate gowns which might be worn by Mary Pickford in this picture. Below the castle could be a long stretch of ocean and underneath a card, reading:
LIKE UNCLE SAM’S SOLDIERS AND SAILORS MARY PICKFORD HAS TAKEN
TO THE DEEP. COME TO THE THEATRE ON
AND SEE “STELLA MARIS” (STAR OF THE SEA).
CAR CARDS:
NEWSPAPER ADVERTISING:
Take a photograph of the best window-display and have it reproduced on car cards, giving credit to the merchant who has shown the most progressiveness. This will give a local news flavor to the advertising.
Reproduce in your newspaper ads. a cut of the window which has the best display, and hook up your campaign with that of your merchant. You might use a line like this, with a flag reproduced:
IF THE STARS IN AMERICA’S STAR-SPANGLED BANNER REPRESENTED THE TALENTED YOUNG DAUGHTERS OF THE SCREEN AND STAGE, IT WOULD BE GENERALLY ACCEPTED THAT MARY PICKFORD IS “THE BRIGHT PARTICULAR STAR.”
NOT CONTENT WITH HER VICTORIES AT HOME ON LAND. SHE HAS TAKEN
TO THE SEA AND WILL APPEAR AT THE THEATRE ON
•' IN “STELLA MARIS” (STAR OF THE SEA).
CONTEST:
You could cut out a star and a large letter “C” (sea) in gilt, and offer two passes to the first one who guessed the riddle. (Answer: Mary Pickford in “Star of the Sea.”)
FOR FURTHER SUGGESTIONS KINDLY CONSULT
THE EXHIBITORS’ SERVICE DEPARTMENT 485 Fifth Avenue, New York
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