Disraeli (United Artists) (1921)

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In connection with this recent publication, the exhibitor will be gaining much publicity should he succeed in getting the editors of his newspapers to editorialize on this edition or to have the book reviewer of the newspaper discuss the book. If you have a college, university or other prominent educa¬ tional institution in your vicinity, one of the professors, prefer¬ ably the English teacher, may write a discourse on the book for you and the local newspaper. Getting into the editorial columns or in the book review department will mean a great deal to the exhibitor, for it will attract a new class of patrons. Along this line of "editorial co-operation" may we suggest that you talk to the editors of your local newspapers and have them write an editorial on the life or some phase of the life of the great statesman, Disraeli- The editor of the paper will certainly appreciate your suggestion for he will undoubtedly know of the qualities that made this man famous. Then too, don’t overlook the page of short epigrams from the philosophy of Disraeli that in in the press book. Show them to the editor and get him to run some of them each day in his editorial col¬ umns, as the Epigrammatical Philosophy of the Great English Statesman, Disraeli. This man and his life can be made the topic of an editorial, or a series of editorials, at any time. Dis¬ raeli and his achievements have had a direct bearing on the life and the times of today, and the editor may be trusted to make his own application of the statesman in framing an ed¬ itorial. Few motion pictures or the characters in them, lend themselves to editorials of a calibre such as "Disraeli” does, and it is a different type of exploitation for you to go after. Don’t overlook one big point. Disraeli was a Jew. He is considered to be one of the greatest Jews of all times. IF THERE IS A JEWISH NEWSPAPER IN YOUR TOWN, TELL THE EDITOR THAT WE WILL GIVE HIM A COPY OF A FICTIONIZED VERSION OF THE STORY OF DIS¬ RAELI TO RUN SERIALLY IN HIS PAPER AS A FEA¬ TURE. If he will do this, write to us and we will supply you with the material immediately. There is an opportunity of securing a certain amount of religious co-operation on this production. In Philadelphia one of the most prominent Rabbis in the country wrote a series of three articles on “Disraeli" which were published in all the newspapers. This can be done in your town if you will go after the right person. All such parallel publicity is indeed helpful. Get the women’s department of your leading newspaper to run a contest on “DO YOU TAKE A WOMAN’S NO AS FINAL?” having the paper offer a prize for the best answer. This can be tied up with the picture by reason of the fact that it is one of the questions that is asked by Disraeli in one of the strong scenes on the production. Tell them that Disraeli never took a No for an answer unless he was able to turn that no into a yes sometime later in the course of his dealings- If the newspaper will not run such a contest for you, do it your¬ self, and have the answers come to your theatre. There *is educational co-operation to be secured on this picture if it is properly gone after. Educators in all types of institutions may be prevailed upon to lend their co-operation through the medium of carefully prepared articles on "Dis¬ raeli," from any viewpoint the writer may care to select. Start your activities along lines like this far in advance of the open¬ ing of your show. In getting such articles printed in your news¬ papers, run a cut of Mr. Arliss, as Disraeli, and tell the people that he will be at your theatre. If there is a college or uni¬ versity in your town, run a contest for the best article on the life or any phase of the life of the statesman. Or it may be possible for you to have an afternoon set aside in the schools for the student body to consider the different phases of the life of Disraeli. At these meetings the teachers could deliver addresses, copies of which you should be sure to secure and see that they are printed in the newspapers. Such co-opera¬ tion from institutions and newspapers is invaluable. One of the most interesting phases of this picture, from the feminine angle, is the long list of splendid gowns worn by Miss Huff, Mrs. George Arliss, Margaret Dale and Grace Gris¬ wold, because they are "period” gowns in the strict keeping of the mid-Victorian fashions. Dainty Miss Huff has several gowns that seem charming enough to be worn by the prettiest of girls today, tomorrow or next year, for they have only the faintest suggestion of six¬ ty years ago. On the contrary, some of her more expensive gowns, especially one with a long train worn in the closing scenes, is almost too exquisite to talk about. Miss Dale wears copies of gowns she wore in the stage play and some of them are extremely fetching. Miss Dale was leading lady for a number of famous stage stars and she knows" how to wear dresses. These gowns could be talked about on the fashion page by the fashion editor- Shopkeepers would be glad to co¬ operate with you in pointing out to their shoppers the differ¬ ence between the gowns of those days and today. Look over the stills. Talk to the editors and the shopkeepers and get them to do something relative to the fashion co-operation on this picture. It is always beneficial to interest children in a forthcom¬ ing production. Here’s an idea. In the picture there are a number of peacocks used. This is a bird that most children hear about, seldom see and in fact know but little about. Have a contest for the children to write a short essay on the peacock and his habits, and get the leading newspaper to run the stor¬ ies of the three or five best. Give a nominal prize for the win¬ ning essays. This is a splendid opportunity for children to become familiar with one of the greatest characters in English history. The children could write essays on Disraeli, and if the teach¬ ers in the schools were properly approached there is no doubt but they would be only too glad to read to the students some interesting incidents of his life, for he is the great outstanding figure of the Victorian reign. Then too, see how many words the children can devise out of the letters DISRAELI. Exhibitors who make a practice of running teaser cam¬ paigns will find a number of excellent ideas in this picture to pull this kind of advertising. In one incident Disraeli is dis¬ cussing with Charles, Viscount Deeford, the purchase of the Suez Canal by England, and is interrupted by one of the spies hired by Russia. When Disraeli says, A ditch dug in the sanc J—” he believes that the word sand has been overheard by the spy; he hastens to add; "I was saying, sand, yes sand, makes the best bed for celery. The exhibitor could use the following lines on successive days in his advertising: “SAND- "SAND MAKES- “SAND MAKES THE BEST- "SAND MAKES THE BEST BED- "SAND MAKES THE BEST BED FOR- “SAND MAKES THE BEST BED FOR CELERY” Benjamin Disraeli, the great English statesman was the man who said “SAND MAKES THE BEST BED FOR CELERY. SEE "DISRAELI” AT THE BLANK THEATRE ON