The Gold Rush (United Artists) (1925)

Qeneral Exploitation and Prologue Suggestions ‘‘The Gold Rush’’ a Tremendous Magnet That Will Draw Dollars Into the Box-office Follow the rush to “The Gold Rush.” Mr. Exhibitor, here is the greatest gold field uncovered since the Klondike rush to Alaska in ’96. . You don’t have to trek across wastes of blinding snow and ice to tap the riches of this gold mine. Charlie Chaplin’s greatest comedy, “The Gold Rush” is a lodestone —a magnet which will bring prospectors in search of amusement right to your door. You, Mr. Exhibitor, know that you don’t have to struggle like those prospectors who fought their way to Alaska in order to find gold with a Charlie Chaplin comedy. And when you book Chaplin you don’t gam¬ ble on a claim that won’t “pan out.” Every Chaplin comedy you ever staked out has been a pay claim! 'You know that. Greatest Chaplin Comedy And now, in “The Gold, Rush,” you have the greatest comedy Charlie Chaplin has ever made. Critics are unanimous in declaring it so, and the results in cities where “The Gold Rush” is now being shown are proving overwhelmingly that the critics are right. For centuries scientists have been laboring in a fanatical effort to m.anufacture gold. It has remained for the inimitable Charlie to prove ^t alchemy is possible. In “The Gold Rush” Chaplin, by his comedy ^nius, will make gold for you, Mr. Exhibitor. He has done it often before, but never as handsomely as he will now—no matter what the cost is to you. Your box office window will show the benefit long after “The Gold Rush” has had its run. Charlie Chaplin spent nearly two years of tireless labor making “The Gold Rush” not only the supreme effort of his illustrious career—but THE GREATEST COMEDY EVER MADE. That he more than succeeded is evidenced by the verdict of author¬ ities in rating it on a par with the greatest films of any kind ever made, even comparing it favorably with “The Birth of a Nation.” > Public Everywhere Anxious - The public knows the verdict that critics have placed on “The Gold Rush.” The public that has waited for Charlie the weary months he spent in the absorption of this mighty effort, is anticipating the date of the opening at your theatre in order to start a gold rush for you, Mr. Ex¬ hibitor. Such a great comedy and great event as the coming of “The Gold Rush” to your theatre needs no strenuous exploiting. You do not need the laborious methods of the men who mush over the snowy wastes of Alaska to “moil for gold” in order to extract the pay ore. The mere fact that Charlie Chaplin is coming to your theatre in the greatest comedy ever filmed is an exploitation fact sufficient to draw you capacity houses throughout the run of “The Gold Rush.” But, in the spirit of the miner. United Artists Corporation exploita¬ tion department is including in this press book exploitation suggestions which will help you work your claim more efficiently. Exploitation Suggestions Don’t forget that Charlie Chaplin is the best loved friend of the children. Capitalize on this popularity. There is a new generation of youngsters to add to the past generation who have taken Charlie to their heart. The Chaplin walk, the Chaplin hat, shoes, cane, and costume should be restored in favor with the youngsters. In this press book will be found suggestions which will help you carry out this feature. You have the greatest box-office magent ever offered in “The Gold Rush.” Let your slogan be: “Follow the Rush to ‘The Gold Rush.’” .. Don’t overlook the chance “The Gold Rush” offers to tie-up with 3^ur local banks. The big savings banks advertise in newspapers. Pick out oUe that will cooperate with you. You might try this idea. Announce in your lobby that any child in your theatre neighborhood under ten years of age, whose parents take it to see Charlie Chaplin in “The Gold Rush,” will receive a ticket, which, when taken to a designated bank, or neighborhood branch, will entitle it to $1 credit toward the opening of a savings account. A bank which offers to open such accounts for children should be willing to make the offer through your theatre—as long as it gets the business. Another Bank Tie-up A “Gold Rush” window display would be an attractive and appro¬ priate window tie-up with banks. Supplementing stills from “The Gold Rush” and a large photograph of Charlie Chaplin should be posters em¬ phasizing the golden results of thrift and systematic savings. An example of a window card is the following: SEE Charlie Chaplin in his great comedy, “The Gold Rush” at the.Theatre this week, THINK of the gold-seekers who rush wildly from country to country at every report of a new gold discovery, only to return empty handed. SAVE yourself the empty-handedness of chasing a vain lure. By the slower but certain method of putting part of your earn¬ ings into a savings account you will be better provided for in old age than those who follow the lure of “The Gold Rush.” Description of Prologue Used by Sid Grauman for “The Gold Rush” Curtain rises on an Arctic scene. A panorama of gleaming hummocks of ice receding in notched tiers into a snowy mountainside. A few Eski¬ mo igloos huddled together. A couple of sea lions flounder about as the scene opens, then waddle slowly off. There is a flurry of snow, and out through the drift labors the figure of a man, in whose familiar walk and garb is an impersonation of Charlie. Picking out a convenient ice hummock, he stretches out and falls fast asleep. He dreams, and out of the vision of his slumber gorgeous female ap¬ paritions, clad in glistening silver, raiment of fantastic design, emerge beautiful and shimmering from a trap below stage. They represent the spirit of the North. They promenade around the stage until, at a signal, they vanish back into the trap. Following closely after comes a white clad solo dancer, pirouetting gracefully, and wafting an air ball through the maizes of a beautiful dance. The dancer gives way before a swarm of eighteen white fur-robed figures—six men and twelve girls^—who rush on and do a gay skating dance to waltz time. This number is especially well received by the audience. The scene then switches to an interior of an Alaskan saloon. The scene changes. The stage dims, and the Arctic exterior is blocked out by a black drop, the center of which is cut out. The center lights up to reveal a portion of the interior of an Alaskan saloon, in which is grouped typical characters of a gold rush camp. There are several songs here. The scene cuts back to the sleeping Charlie, alone on his ice hum¬ mock. It storms again, and through the drift pass a string of men, to pass in single file up the icy mountainside—the fortune hunters of the gold rush. Charlie awakes and waddles up the icy path to join them in a grand march as a finale. Then the picture. The Charlie Chaplin Walk The “Charlie Chaplin Walk” is still as provocative of laughter as ever. Besides, there is a newer generation coming up, and the Chaplin- esque antics have become a tradition which will survive with boydom like tops, marbles, etc. Stage a Charlie Chaplin walking contest for the kids in your neigh¬ borhood. The kids can dig up derbies, coats and pants discarded by their dads. Street Ballyhoo For a street ballyhoo, nothing can surpass a Chaplin imitation, playing pranks on passers-by, walking in the Chaplin manner, etc. A variation of this, based on “The Gold Rush” would be Charlie with a pack mule, carrying over the saddle bags signs announcing the showing of “The Gold Rush” at your theatre. Another Chaplin ballyhoo would be a person dressed like Charlie, with a pack on his back suspended from his cane, consisting of a sock, a tooth¬ brush and a handkerchief, with an announcement sign spread across his back. Road Mapping Idea Draw attention to the showing of “The Gold Rush” at your theatre by “road mapping.” At intervals on the streets which give on to that on which your house is located place tack cards with arrows pointing the way, under which should be printed: “Follow the arrow to Charlie Chaplin’s greatest comedy, ‘The Gold Rush,’ now showing at the . Theatre.” t^THE GOLD RUSH** Beautifully colored, handsomely made and attractively printed heralds on “The Gold Rush” can be obtained by exhibitors only from The LONGACRE PRESS, Inc. 427-431 WEST 42nd STREET NEW YORK, N. Y. The heralds Must Be Ordered Direct from Longacre Press. Do not order from United Artists Corporation Exchanges. The prices are as follows; I, 000 to 5,000 at $3.75 per M. 6,000 to 10,000 at $3.50 per M. II, 000 and over at $3.25 per M. Dating extra at $1.25 per M. Send Money Order or New York Draft Longacre Press will send parcel-post C.O.D charges col.