Studies in Visual Communication Volume 6 Issue 2 Summer 1980 Article 5 1980 The Campaign Book for Exhibitors Robert J. Flaherty Recommended Citation Flaherty, R. J. (1980). The Campaign Book for Exhibitors. 6 (2), 61-76. Retrieved from https://repository.upenn.edu/svc/vol6/iss2/5 This paper is posted at ScholarlyCommons. https://repository.upenn.edu/svc/vol6/iss2/5 For more information, please contact [email protected]. The Campaign Book for Exhibitors This contents is available in Studies in Visual Communication: https://repository.upenn.edu/svc/vol6/iss2/5 Campaign Book for Exhibitors 61 This Four-column Ad. Available in Cut or Mat P'ornt 62 studies in Visual Communication What to Play Up in Exploiting ''NANOOK of the NORTH'' .i4n Epic of the Sensational S1towlands Thrills The marvel drama of the Salmon Fishing! fearless, lovable happy-go­ Walrus Hunting! lucky Eskimo. Seal Catch! Igloo Building! The truest and most thrill­ Dog Fight! ing story of how they live, Icebergs! lo:ve, battle and dream at the Eskimo Kiss, top of the world. and Mother Love ! Novelty Spectacular Newer than New, Greater than Great, Pafueoicture More Dramatic than Drama, TAADO ® MAA~ Pafueoicture More Human than Humanity, UADO ® MAA~ More Spellbinding than Hypnotism, More Beautiful than Dream Paintings. Distinctive! Different! They'll see it again and again! They'll talk about it forever! Campaign Book for Exhibitors 63 Ideas, Stunts and Bally-hoo for ''NANOOK of the NORTH'' page advertising of these shops with your advertisement in the center. Sell the idea to the advertising manager of your local newspapers. Furs, rubbers, ice cream, ginger ale, re­ frigerators, sleds, snow shoes, thermos bottles, etc., are all prospects for this big drive. Thrills List your thrills and play them up. The ads contain the sensations. Intrigue them by stressing the fact that here are differ­ ent thrills, sensational and spectacular. Lobby Igloo and Atmosphere Lobby Use your poster cut-outs in your lobby. Street Dog-Sled Bally-hoo Get the Eskimo atmosphere. Build an LAY this up as a story of the ice­ igloo over your box-office. Hang cotton these cards, than in any way possible. P locked Arctic. Give attention to Na­ batting around to give the snow effect. (See page 6.) Use them in connection nook, the star-hero and hunter ex­ Get polar bear skins, sleds, snow shoes, with the window displays and co-operative traordinary. Emphasize the human angle, etc. to complete the idea. newspaper ads. life, love, battle, mother love and dreams. Street Bally-Hoo Make your big play on its distinctiveness, Exploitation Dress a man like an Eskimo-put a its novelty, its rare appeal, its vital throb, sled on wheels and have them go around Get the stories in the papers. Each one its sure-fire thrill and the fact that patrons town. A sign urging the town to see has an unique slant. Advertise in big will talk about it forever. "Nanook of the North" if placed on the space and use the four column ad of the Shop Tie-Ups sled or on the men, will bring the patrons front cover of the campaign book and re­ to your house. peat and repeat. Repetition makes repu­ Here's a big chance to get every shop tation. Put across one big stunt to get in town that sells goods either with an Special Window Card the town excited. Make your shop tie­ Eskimo trade mark or Arctic supplies, to The window card was especially de­ ups. Send out letters! Telephone! Tell bally-hoo your show. signed for this commercial tie-up. By add­ the world! Once they see this picture Suggest window displays with your the­ ing the local shop's sales talk, you can they'll talk about it forever. Get them atre displays. Suggest co-operative full get a wider and bigger distribution of coming! They'll do the talking! Window display fie-ups linked with co-operative newspaper advertisir.g [3] 64 studies in Visual Communication Snow/and Epic of Life and Love Genuine and Unique About R. J. Flaherty There is no film, anywhere in the world. Cast of Characters Mr. Flaherty, Fellow of the Royal Geo­ on any subject, so absolutely unique in By themselves: graphical Society, producer and photog­ several respects, as is "Nanook of the NANOOK, the Bear rapher of "Nanook of the North,'' led five North," produced for Revillon Freres by NYLA, the Smiling One William Mackenzie expeditions into North Robert J. Flaherty, F. R. G. S. ALLEE Hudson Bay regions. He discovered and CUNAYOU charted the Belcher Islands of Hudson First, its story is not the product of the CO MOCK Bay. fertile imagination of a scenaroist. It is Huskies, walruses, seals, life-stark and dramatic- as it is lived white foxes and salmon During the ten years covered by these day by day in a barren and uncivilized explorations, Mr. Flaherty lived in inti­ Produced by land. mate association with the small tribe of ROBERT J. FLAHERTY, F.R.G .S. Eskimos who inhabit the Ungava Penin­ Second, it was photographed entirely in Presented by sula, one of the regions least accessible the frozen North, 800 miles North of REVILLON FRERES to white men on the North American Con­ civilization's most northerly outposts, Distributed by tinent. where the sea is frozen and the land pro­ PATHE FILM ExCHANGE, INc. Length, Six Reels duces nothing; where the average temper­ Stars Famous Hunter ature is 35 degrees below zero! Nanook, the hero of the story, is a real­ Third, it was developed and printed in life hero. He is Chief of the "Itivimuits" Fourth, Mr. Flaherty shows us the Es­ the North, with the assistance of Eskimos, and famous through all Ungava as a great kimo, not as a freak or a curiosity, but who were taught how to develop. To do hunter. The score or so of native fam­ as a Superman-a man who has nothing; ilies constituting the tribe are peculiarly this, coal, costing $120 a ton had to be a man whose whole life is a struggle for isolated and therefore faithful to their brought over a thousand miles from a mere existence, and yet he is happy, racial traditions and mode of life, and en­ Winnipeg! content and peace-loving. tirely independent of civilization. Colored Nanook, Brother of the Bear,· and famed as a hunter. When a starving husky "scents" fresh Lobby REVILLON FRERES Display PrG>SQnt NANOOK OF Photos THE NORTH A STORY OF LIFE AND LOVE IN THE ACTUAL ARCTIC. "CCO. Set of P>ooducod by ROBERT J. FlAHEil.TY F.R.G.S.) ~IM~ture Eight llx14's A mother is a mother the world over. A dimpled bud of the frozen North. [4] Campaign Book for Exhibitors 65 Battle for Existence in Arctic Food Eskimo's Wealth Stark, Barren Winter Nanook, his wife and children, wear Synopsis Then comes Winter- long nights; their sole wardrobe on their back, carry Where food is to be found there goes short, bitter days; the mercury near bot­ Nanook and his family, from his wife all their belongings on a dog-sledge and to his naked little baby, carried in the tom and staying there for days and days! live wherever the search for food takes fur "parka" on .her shoulders. In Then Nanook has only the seal for food, them. Nanook's hunting ground is nearly summer they go down the river to the and his air hole in the ice is small and as large as England, yet it is occupied by salmon and walrus fishing grounds at hard to detect. When Nanook's sharp, sea. In winter they are ofttimes act­ less than three hundred souls. Through­ ually starving before they catch. a seal trained eyes do find it, spearing the out that Ungava region Nanook, the Bear, and appease their ·hunger on its raw "Ogjuk" is a task requiring skill and is famous as a great hunter. meat. strength. When night comes every member of Traveling first in his quaint and fragile In an hour Nanook, with the aid of his the family helps build the ice igloo. family and his ivory knife, cuts blocks of kyak, covered with sealskins, and then in In an hour it is ready for occupancy snow and erects his ice igloo, even put­ his omiak, of driftwood frame covered and they take off their fur clothes, use them for pillows and crawl under fur ting in an ice window. Within, where the with the hides of seal and walrus, in Sum­ robes. In the morning the Eskimo temperature must never be warmer than mer Nanook and his family go down the mother washes her baby, the dog freezing, a corner is built for the puppies. river, full of layers of ice floes, to the sledges are packed and they are off, Before bedtime Nanook teaches his little trade post of the white man and to the for the search for food furnishes the motive for everything they do and son how to use a bow and arrow, and the salmon and walrus fishing grounds at sea. necessitates their nomadic life. children slide down the ice hills on their little sleds of driftwood. Harpooning the Walrus When sleep cails them to rest they take excitement reigns, for a two-ton walrus off their fur clothes, roll them up for pil­ Nanook lures the salmon with two means a lot of food and therefore, to the lows, and a naked baby snuggled against pieces of ivory on a seal-hide line, then Eskimo, wealth.