Screenland (Apr–Sept 1923)

If you will notice the reproduced photograph of the theater you will see in the electrics over the front entrance—Valentino in "All Night." Now if you look closely you will find on the placards posted in the display cases to the right and left of the entrance that Valentino's name is exploited here in large painted letters over and beside the "action" stills of the photoplay. . That isn't all. On page 36 you will find reproduced an ad which was clipped from the city newspaper along with a criticism which reads in part: " he was then as now a goodlooking young man with poise, gracious manners, and lent to the picture in which he was appearing an unmistakably foreign atmosphere. "Since 'All Night' was intended to exploit the charms of Miss Myers rather than those of Mr. Valentino, there is little opportunity for him to distinguish himself in an histrionic way in the current picture at the theater. "It was a wise gamble on the part of the management to secure a reissue of this attraction, etc. " selling argument of every showman. If the criticism or "notice" which appeared with ad doesn't convince you that the management of this particular theater misrepresented the production he was offering, then carefully read the reproduction of the ad of the producer on page 36 over the caption of "The Right Wat to Advertise." Here, again, you will discover that "All Night" is a revival ; that new prints have been made of it ; the new accessories for exploiting purposes accompany the film, and that a brand new campaign book has been gotten out by the producer to help the exhibitor. Down at the very bottom of the ad which appeared in a daily trade paper for exhibitors, you will see that the producer tells the prospective showman-buyer to "See it at your Universal Exchange." That is the proper and the only way to advertise reissued photoplays. That is real truthful advertising. Every exhibitor is warned ENID BENNETT BOOTLEGGER'S DAUGHTER, Take look at of this again. another the ad theater Do you find any mention of a "reissued film" in it? No, of course you don't. What you do find is Valentino's name printed so large that you could read it at some little distance. What is the idea? To attract the attention of the people who hurriedly glance at the theater ads and get them to this particular theater. The management doesn't care much after the money is paid in at the boxoffice window, just what the patrons say. That kind of advertising is bad business and will eventually hurt the business of every palace of amusement. People will lose confidence in the Another ancient atrocity re-issued. This was made four or five years ago when there was a saloon on every corner and the word "bootlegger" had no particular standing in the commercial world. You will note no hint that this is an old film, re-titled. what he is getting and he "buys" the subject with his eyes wide open. The conscientious theater manager will take that warning seriously if he has the interest of his patrons at heart. He will use discretion in exploiting the names of the cast and be sure to place in all his advertising the word "revised" or "reissued" in good sized, readable letters. Another example of how some distributors and exhibitors play upon the good nature of the theatergoing jDublic is in the reissuance of a picture which is now called "The Bootlegger's Daughter" but which was made four and half years ago before bootleggers had any standing in the commercial world ; at a time when nearly every corner was decorated with a saloon. "The Bootlegger's Daughter", as it is now exploited, was Fred Niblo's first screen effort. He went to this certain studio to learn production methods. The producer asked him as a favor to play the part of a preacher in tins particular film and he consented. The picture on a whole is not worth the film it is printed on. Mr. Niblo, it is said, vouches for that. Anyway it is an old film and one that should have been thrown in the ashcan long ago. Carefully read the ad of the distributor which is reproduced on this page. Nothing about an old film in that is there. No doubt if you have seen the billboard advertisements you wondered when Fred Niblo started acting again or when he joined that particular company. I do not mean to say all exhib-" itors are selfish grafters, usin g their intimate knowledge of the film business to flim-flam the persons who patronize their theaters. I have inet many theater owners and managers on my trips of investigation for SCREENLAND who are just as anxious as anyone to put a stop to the "misrepresentation evil." I have also found many producers who are honestly trying to get to the public better and greater entertainment — trying to establish confidence — who are giving all their old films "the ax." New York houses another outfit which has purchased 12 old Charlie Chaplin subjects, 81 Mary Pickford photoplays, and over 150 other old (Continued on page 88) 37