Sparrows (United Artists) (1926)

Some Suggestions About Broadcasting Material For Radio Talks Where the radio is available for discussion of motion pictures in your city, excerpts from the “Sparrows” press sheets are decidedly appropriate, since the press book contains much new and original matter about Mary Pickford, the star. Especially recommended is the biography, the two favorite recipes of the star, the Grace Gray impression of Miss Pickford, and the story Lady Mary Goes a-Shopping,” all on page 8 of the press book. Other interesting topics are the story about “Joe,” the macaw, by George H. Thomas, on page 9, and the Baby Louise Miller story on page 10. Many other items of broadcasting value may be found in the book, especially when one realizes that Mary Pickford is definitely a front page personality. Sparrow Tracks Campaign Have a stencil made representing enlarged tracks of birds. Before the picture is announced paint the paving of your streets with these tracks. Have them lead to your theatre. They will arouse much curiosity and speculation. Later, letter the paving near the tracks “SPARROWS.” Then for the last campaign as the picture opens, make the lettering: “SPARROWS” at the .. Theatre For Your Opening Make the opening night of "Sparrows” a real occasion. Invito-city and county officials, welfare workers and prominent citizens. Issue a special invitation to be mailed to a selected list reading: Mary Pickford and John James Manager of the.Theatre Invite you to attend the premier of Miss Pickford’s newest screen masterpiece, “Sparrows” Add details of date, ticket sale, and so forth. Arrange for flashlights in your lobby, and plant them in the local newspapers. You can get the pic¬ ture talked about widely by such an opening. Prizes At Fancy Balls Arrange with local dance halls and organizations for “Sparrows” dances when a prize will be given to the best raggedy costumes, similar to that worn by P Miss Pickford in “Sparrows.” Get pictures of the winners and have them published in the newspapers. If children’s parties can be arranged, follow the same plan. Give pnz to the child wearing the most suitable costume to illustrate Sparrows. A “Sparrows” Search This is a good one! , „ A Cut out about fifty sparrow-shaped cards of heavy pink: «rdboard a»d have vour men put them about town in trees just out of reach, aite vol hi™ proclaimed you are instituting a "Sparrows” search For each ‘^narrow” so returned, with your signature on it, reward the bringer Jj J- a ticket to the show. This stunt will cause a wonderful lot of talk abou^e theatre and the picture. Vehicle Ballyhoos Here is something for cities that are not inland. Featuring the speed boat chase in the melodramatic sequence of Spar rows,” an atfention compelling street display can be arranged by parading a speed boat about town on a truck, dressed with banners to explain the attraction Have this speed boat manned by men dressed in police uniforms. This wm put over the idea that there is an exciting police sequence in the P1CtU Another such display can be arranged by putting a small cabin cruiser on the truck and filling it with ragged children, the ‘Sparrows in their fl g In both cases the theatre can tie up with the dealer or manufacturer of the boats. • _ Big Pet Store Or Florist Display Imagine a big downtown window dressed up with a reproduction of a swamp with real huts, treelets, moss, water, fish and alhgatorsl Little cut-outs or figures of Mary Pickford and the nine orphans to dress uj. A sign, saying: “SPARROWS” ARE GOOD FOR ALLIGATORS BUT ALLIGATORS ARE NOT GOOD FOR “SPARROWS Why? See Mary Pickford at.-.. Any pet store will have on hand baby alligators to furnish ^be ‘Menace” <3S A Teaser Campaign Before your engagement on “Sparrows,” placard the town with signs reading: LOOK OUT FOR “SPARROWS” Follow this up with: LOOK OUT FOR “SPARROWS” Coming to the.Theatre Then the final bill: MARY PICKFORD in “SPARROWS” At the. Theatre now Mailing Campaigns A postcard campaign, mailing the card, to a .elected list, will cause talk about the engagement. Have your cards read: Dear Friend: You will he interested inknowing th« Mary Pickford is com- ing to our city in her latest screen drama, Sparrows . ti_ Theatre takes great pleasure in making this announce- ment," and hopes' 'that^yorT can! see* “The" World’s Sweetheart’ in tins great story of adventure The engagement opens. Very truly, Manager . Theatre The AD CUTS: Observe that the cover page of this Exhibitors’ Campaign Book carries a Four-Column Ad. cut (HHD-7) which can be adapted to a full page advertisement, or to any size of advertisement from Four Columns up. Mats only, of this cut, are prodded. Exhibitors who wish to have this drawing made in smaller sizes can use the cover design as copy for the engraver. Those who wish to pick up the "Sparrow,- border design can do so by getting a Mat of HHD-3, Two-column, and having cast from it as many sections of the border as may be needed.