Sparrows (United Artists) (1926)

Three Good Ideas Relating to the Picture Newspaper As Host A splendid way to promote a fine piece of publicity is to give a special school teachers’ preview of Mary Pickford in “Sparrows.” A common mistake in arranging such a showing is the theatre’s under¬ taking to sponsor the showing. The right way to do this is to turn the stunt over to one newspaper— the newspaper to issue the invitations, the theatre to provide the show. Such co-operation gives the stunt prestige. The turn-out of teachers at special previews organized as outlined above, has invariably been over 80 per cent, of the entire teaching staff of a city. Remember, the newspaper invites them—not the theatre. And the newspaper publicizes the affair. The matter of admission is easily regulated. Each teacher simply pre¬ sents a card bearing her name and name of her school, signed by the prin¬ cipal, as a token of identification. The idea is presented to the teachers and to the newspaper respectively as a highly entertaining and humanizing motion picture and as a circula¬ tion and good will builder. The teachers are not to be asked to endorse or preach the picture to their pupils, but nature will take its course when everybody knows that they have been to see the picture in advance, and they will have to answer numberless inquiries about it. On The “Sparrows” Trail A “Sparrows” prize hunt can be conducted on a beach, playground or park. Have small throwaways printed, preferably on brightly colored paper, with the words: Mary Pickford in “Sparrows,” at the.Theatre Have these form the trail which is to be followed from a given point by contestants. At the trail’s end, the first comer will find a handsome reward. In order that all of the pieces of paper will be picked up and examined, arrange to have every hundredth clue marked good for one admission to the theatre. This “Sparrows” prize hunt should be worked up in advance in order to have a large crowd out for it. “Better Films” Tie-up The Better Film Boards of Women’s Clubs should endorse Mary Pick- ford’s “Sparrows” with enthusiasm, and in some sections this endorsement has been found to have high value. Arrange in your locality with the chairman of the Better Films Board, to have a letter sent out to all club members. Here is a letter such as was sent out on “Little Annie Rooney” in one of the big cities in the west. It went on club stationery and made a valuable tie-up. The letter haa been changed to refer to “Sparrows”, as follows: BETTER FILMS BOARD OF WOMEN’S COUNCIL OF . Dear Council Member: In order that the Better Films Board of the) Women’s Council of this city may not weaken in its activities by scattering its fire, the board considers in its objective two major premises: 1— THE PUBLIC WANTS GOOD PICTURES. 2— THE PRODUCER WANTS A PROFIT. The most sensitive nerve of the motion picture business is THE BOX OF¬ FICE. When a theatre proclaims good pictures, it should be rewarded. Commencing next . “Sparrows” with Mary Pickford will be filmed at the . Theatre. This is an ideal vehicle for this sweet and appealing star. Combining laughter and tears, comedy and drama, the picture visualizes the heroism of a little girl protecting nine fellow orphans in a swampland “baby farm”. We cannot close our eyes to the fact that even in this advanced day there are motherless children herded in out-of-the-way places under irresponsible and often neglectful and cruel guardians. We are reminded of this condition forcibly in the extremely sympathetic treatment given it by Mary Pickford in her new picture, a treatment that is primarily entertainment, but thoughtful and inspir¬ ing of pity for the waifs wnom she in her splendid role so tenderly mothers. Don’t miss this picture. Tell everyone about it. Cordially greeting you, Chairman riil-7—i leu lui. Scene Cul {Price 50c; Mat 10c) MAEV PICKFORD in 'SPARROWS'' HH-j—iwo Lin. scene Cat (Price 50c; Mat 10c) *