Associated First National Franchise (1921-1922)

Home , Anita Stewart, Bits of Life, Bob Hampton of Placer, Go and Get It, In The Heart of a Fool, Marshall Neilan

NOVEMBER 15, 1921 THE VOLUME 1. No. 21 ASSOCIATED FIRST NATIONAL FRANCHISE

Champion police A You’ll See Him dog, a prize winner in H. 0. Davis’ that will fill your 44 THE SILENT CALL” theatre. See page 8. An Extraordinary Picture

$10 REWARD FOR ANY LIE OR MISSTATEMENT FOUND IN FRANCHISE Franchise Has a Guaranteed Circulation in Excess of 10,000 Theatres This Sounds Like a Fairy Tale

But It’s The Gospel Truth!

A certain amateur film enthusiast, who as yet prefers to remain unknown, decided to take a flier in the picture business on his own account.

He is an ardent movie fan, he thought he knew how pictures should be made and was willing to back his judgment at no matter what cost.

By an arrangement with us he engaged Marshall Neilan to direct the picture between his regular First National releases.

As money didn't matter, he engaged John Barrymore to play the leading role. Neilan had a free hand on the production. He assembled a fine cast, including Wesley Barry, Anna Q. Nilsson, Coleen Moore, J. Barney Sherry and other well known film players.

The vehicle selected was Albert Payson Terhune's story, "THE LOTUS EATER," the tale of a young man of twenty-five who saw a woman for the first time when he stepped off the palatial yacht upon which his millionaire father's will had held him prisoner.

In our opinion the picture is one of the most dramatic, most beautiful, and altogether most perfect productions yet made.

Associated First National Pictures, Inc. (Signed by) J. D. WILLIAMS, Manager : .

November 15, 1921 First National Franchise 3 M. F. Baker tells how to reduce prices on First National Pictures

His plan is practical and will bring definite results

November 1, 1921 Associated First National Pictures, 6 West 48th Street, New York City. Gentlemen

The writer has returned from the Chicago Convention more thoroughly certain than ever, if possible, that the basic principles of the First National idea are good and will endure. Two unfavorable situations were mentioned there that I believe can be remedied. I refer to the claims that about 35$ of the franchises over the entire country remain unsold and that in many small towns the exhibitors, whether franchise holders or not, are passing up First National for the lower- priced pictures. The two points are related in the effect that they are causing our revenue to be a great deal less than it should be and that if we could secure this new business it could be handled with probably only a small increase in our overhead. Naturally, the result of more business would be lower exhibition values, which seems to be the uppermost thought in the minds of exhibitors.

As a possibility of getting some of the business above referred to I would suggest that the New York Office call on the loyal franchise exhibitors over the entire country to go after these small town exhibitors. Let us be informed of the ones in our territory who are not franchise holders and we will try and get them in. Our faith in the project should be a help to influence the doubtful ones. Perhaps a few personal letters from us would help, or, if our standing in our community as successful exhibitors amounts to anything, let us take a few days occasionally to call on the small towns around us to help influence them, making the trip alone or with the company salesman. Many of us have cars, so that this could be easily done.

If thi idea impress es you as practicable I am glad to volunteer now to work on it in this neighborhood

Judging the enthus iasm shown at Chicago the other exhibitors would do the same Very truly yours,

Baker-Dodge Theatres, Inc. (Signed) M. F. Baker

The 100% Sale of Franchises will greatly reduce overhead

Once More—Lest You Forget—Anniversary Week is Feb. 18-25 : ;

First National Franchise Semi-Monthly

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George J. Schade, Sandusky Franchise Holder Elected City Commissioner

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A. B. C. CIRCULATION FINAL Circulation Isg indl(«

Soldiers’ Bonus Goes Overfc'^ifLl”!!.In Commission Other Proposed elected city commissioners Election Race

Freitas, High Candidate in 26 of 30 Pre- Amendments Are cincts; Strobel and Mrs. Ward Win For School Board; Judge Clark Re-Elected. Lost In Count MUNICIPAL ELECTION RESULTS COMMISSIONER—George F. Freitas, 2,911 (elected) George J. Schade, 2,266 (elected) ; Charles F. Miller. 2,136 (elected); Clement Predict Majority of at Least 400,000 For Clark, 1,366; R. D. Mitchell._4.325; A. L. Sturzinger, 1,218; John A. Himmelein, 1,205; Osca. Veterans’ Compensation Provision. Poll Schmid, 1,104; Mrs. Alice K. Hertlein, 1,043.- BOARD OF EDUCATION J. Lose. —C. Strobel, 2.591 (elect- Tax, Redistricting, ed) ; Mrs. Alice Ward, 2,524. (elected) ; W. H. DiJgart 2,465; John Knauer, 1,773. * COLUMBUS. O., Nov. 8.-Ûnofficial returns from to- MUNICIPAL JUDGE—Judge C. B. Clnrk, 3,092 (elect- approximately one-fifth of the day’s elections in Ohio from ed) ; George A. Beis, 2,066. total precincts in the 6tate at 11 o’clock tonight showed George F. Freitas has been re-elected the soldiers’ bonus amendment leading by almost three to os member of the dry commission and George J. Schade and Charles F. MUiCr one. hate been swept Into office da members of the commtelon same precincts reported a vote of almost three to by a tremendous The vote, complete retnms from all city precinct* and vote of hot quite at 10 o’clock last night one against the poll tax amendment a showed. one against the senatorial redistricting proposal. two to O. J. Strobel has been re-electcd a member of the board or edu- 1,392 precincts showed the follow- Tabulated returns from cation and Mm. Alice W»nl, poling sccOnd high vote In the school ing vote: board contest, becomes a nok member of that body. W. H. DUgart, For soldiers’ bonus, 143,529; against, 50,141. present member of the board ho* been defeated In a clcfce contest 36,755 against, 105,187. Judge Cart B. Clark la re-elect, a lo his place on the For poll tax, ; KOHLER IS municipal For redistricting. 49,465; against, 74,493. bench by a majority In excess of 1,000 over George A. Beta. - The outstanding - feature of# ______return* recelv On the basis of Tuesday's election was the tre- "Today's verdict ought Sec. at his offleo at 10 o'clock. NEW YORK mendous vote polled by City sufficient proof for anyone that the Smith estimated Commissioner Freitas who has re- people of Our city Insist upon ©f State Harvey WINNER IN a square considerably bonus propoaal ceived 2.911 votes, deal' and thm that the soldiers' OHIO MAYORS more than a majority of the total iiwvbi would- carry by at leant 400.000 (St r*. r>fi dumber of ballots cast in the city. Berlin Heights: E R. Hill, majority, wbll* the poll lax and RE-ELECTS The total of all vote* cast In San- ln a Issued (re-elected,) Only once before he cam al n redlslrtctin* proposals dueky was 6,302. P * I have been sanatoria! Huron 8. A. Cunningham. 1 1 . CLEVELAND in a city commkwlonerehlp contest *. M a public servant up 260.000 EfTvf9 ? would b« defeated by from Cuyahoga Falls. Geo. Herd- major- tlmo - 1 am sure, has a candidate received a :? . , however. K. Martin, man (citizens.) 1 f ter the Ifrst of the to 900.000 volaa. Hugh ity of the votes cast. m year I American Glenwillow: .W O. Avery. Tho great rune rnido by George will bo able to present the cause •tate adjutant of the Predict Plurality of * h Rep. F. HYLAN Charles F. Miller, ° People from time to J. J. Sohade and time a formal Legion, of Ohio. Iseued Kenton: W. J Ochs. Dem. too. were high lights In the Tues- ny new »nd that rJii! , Ex-Chief “ wl, ‘ r*ce,v * th Kent: W. O. Hollister. Dem. 10,000 For . « •late men l concerning the appar- day balloting.u—.ov.o*. These — candl- !k eonsidera- Cadiz: J. Huntsman, Plurality Freitas. ôa^'bat only those ent victory of the eoldiera' bonus M. Estimate datem with Commissioner matters i ( " * feettng"" closely declaring the '“people of Ohio Dem. Police. completely distanced the i \ MjjMallied Interests has 400,000. Dems been receiving. have not forgotten" and that to- Cambridge: J- B. Stewart. At tho field of candidates. The re- t Sr h* rrtti] “Again great credit Dem. tho first five precincts 1 want to say that I am d»y» vole "reflect* J. SCHADE. turns on CLEVELAND, Nov. 8—Fred GFORGE Make Clean Sweep of thefe deeply grateful and I take upon the fair mind* of the people Logan: K. A. Kopc Dem. Ihdlcaled the easy win this WclUville: A. P. Dennis, H. Kohler, former chlef nf po- candidates In the commls- opportunity to renew my promise la Ohio." (Sr rv, JiwttM Crw] three Dem. to do my best In the interest of Immediate erep* be tak- lice and present county com- NEW YORK. Nov. 8.—May- tho Bowling Green: Frank W. COMMISSION VOTE An analysis of tho vote whole people." missioner, running os Inde- CITY en by like Mile board of sink- Haskell. Rep. or Ry Ian's re-election was shows that Commissioner Schade Says Changes Coming. ing fund oomminlonen to Bcllefootalne: Frank 3. Me- pendent republican candidate, conceded tonlgbt by Sen. Freitas was high candidate In Oeorgo J. Schade received the the 30 city precincts, a (Continued provide bonus mooey for Ohio Colloch. Rep. today was elected mayor of WUltam A. Odder, head of 2« of on Page Three, Col. 6> ClrclevlllIrelevllie. Henry C Jên- most remarkable run In so soon oe Gov. Cleveland over Mayor W. S. republican campaign com- vrtenoa, JuM as nick. Rep. the large a field as that of Tues- J>nria taeuco the ncccuary Ftuge^tfld. On unofficial re- — *•» «*— ' -»nd by a*v’a contest And la a ma- rniuiTv onnnni

EORGE J. SCHADE, owner and manager to time for the Child Conservation League and ciation of what Schade had done for them. An of the Schade theatre, Sandusky, Ohio, other organizations that meant much to their ex-service man volunteered for duty at the G was elected to the five-man commission welfare. When our soldier boys went to the polls in every one of Sandusky’s thirty voting governing Sandusky under a charter, Nov. 8th. Mexican border five years ago they took with precincts on election day. Although bitterly opposed by Chamber of Com- them more than $300, the proceeds of a benefit Mrs. Cropsey’s statement with reference to merce and other “ interests ” with which he had given by Schade. When they left for Camp “ the finest theatre ” also included a reference persistently refused to “ play,” he came through Sherman later on, they took close to $1,000 of to “ the best pictures possible.” This was a with flying colors, finishing second in a field of benefit money. And when, still later, they compliment to Associated First National Pic- eight. sailed for the other side, they took still more.” tures, Inc., for Schade specializes in First' Na- Schade espoused the cause of the “plain peo- Mrs. Cropsey enumerated numerous other in- tional attractions, carrying the First National ple,” who carried him triumphantly to victory. stances of how Schade had “ helped Sandusky,” trade-mark at his masthead in all of his adver- A few days before the election the opposition citing among these the “ free shows ” he gives tising matter and displaying his franchise prom- of Schade, through a friendly newspaper, asked at frequent intervals for the little inmates of inently in the lobby of the Schade Theatre. the question the Erie Children’s Home and the private As a city commissioner Schade is going to ” “ What has Schade ever done for Sandusky? screenings he stages every now and then for make good. are shut-ins as a result of The answer came from Mrs. Charles E. Crop- unfortunates who “ I have only promised to do my duty toward sey, president of the Sandusky Branch of the illness or accident. the whole people and this is exactly what I Child Conservaton League. It was pointed out that when Schade gives propose to do,” he said, discussing his election. “ Mr. Schade has given Sandusky and the benefits he does not claim the lion’s share of the Schade received congratulatory massages Sandusky locality one of the finest movie the- receipts, but turns over everything above actual States following atres in the country,” said Mrs. Cropsey. expenses incurred. from all parts of the United “ Furthermore, he has given benefits from time American Legion boys showed their appre- the election.

itttMMHHiimnui There’ll be a National Trade Show November 23

That means that in every exchange center in the United States and Canada, on that day, you’ll be able to see “The Silent Call.” It’s an H. O. Davis production, and has the great dog, Strongheart, as its hero. Make a note of the day and date, and “ ” then turn to page 8 and read something else that will set you thinking. Get to this trade show of The Silent Call if it’s humanly possible.

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“ Alfs Button ” is a Bell-Ringer for Fair—Look out for it November 15, 1921 First National Franchise 5 Two More Original Prologue Ideas Devised for One Arabian Night” by Franchise Houses

NE of the most striking features of the premieres of “ One Arabian Night ” in O is the multiplicity of various key centers artistic ideas the colorful Pola Negri attraction inspires in showmen. In the last issue of Franchise, reproductions were shown of the prologues used by Joseph Plunkett, at the New York Mark Strand theatre, and the John H. Kunsky director at the Adams, Detroit. This time we have Edward Hyman’s version from the Brooklyn Mark Strand, and that of Willard Patterson at the Metropolitan, in Atlanta. Both these exhibitors scored with their novel presentations, though their thoughts were miles apart. Hyman took the theme of “ One Arabian Night ” and staged a light opera as an introduc- tion to the picture, with special vocalists, dancers and settings. Patterson used a beautiful girl dancer in a number which carried her and the audience right into the opening title of the film. The Hyman “ operette ” was programmed as “A Harem Interlude.” The set provided was an interior of an Ara- bic castle, palace or harem, the throne room of the Sheik in the foreground. It was a series of high vaulted pillars lit in bizarre red with a sky blue garden back drop contrasting through the arches. The Sheik, with rich turbaned head dress, sat upon a dais surrounded by his court attendants, councillors, lackeys, dancing girls, servitors, etc. His favorite wife lolled at his feet. Henry Moeller, tenor, in the part of the Sheik, was im- posing in a luxurious costume of white and yellow. He stepped from his throne and sang on opening “ The Song of India ” from “ Sadko.” As he settled back upon his throne, with the incense pots curling before him, the Mark Strand ballet corps lazily arose from cushions and presented an amorous dance, “ Danse de Salamm- bo.” Dorothy Bell, soprano, cast as the Sheik’s favorite wife, sang in obeisance, “ Plus Grand Dans Son Obscurito,” from “ Queen of Sheba.” As the Mark Strand Symphony orchestra played the processional from ‘‘Queen of Sheba,” Wal- ter Waitword in the role of the slave dealer, appeared leading the “ desert dancer,” who was presented to the Sheik and commanded to dance. She laid aside her outer draperies and interpreted a vivid dance. * The success of “ Pat’s” presentation is indicated by the following report on it by Anna Eugene Aiken, editor of the Weekly Film Re- view of Atlanta, to whom we also are indebted for the artistic photograph of the Lady in the Moon: “ A prologue that met the enthusiastic ap- and one of Atlanta’s most gifted aesthetic drapery, and as the dance concluded the cur- proval of Atlanta audiences signalized the dancers, Miss Anna Mae Coleman, garbed in tain parted slowly, disclosing the screen, and presentation of ‘ One Arabian Night ’ at the the alluring costume of the harem, did an simultaneously the lead title of ‘ One Arabian Metropolitan this week. The lead titles done Arabian dance. Night,’ with its crescent motif, melted into in exquisite color work suggested the motif, “ The background was midnight blue velour the living figure, giving a peculiarly dramatic effect. The music chosen by Conductor Dave Love for this number was in keeping with the spirit of the dance and notably well executed. “ Attendances increased daily throughout the week, and the audiences manifested a keen appreciation for the picture, as well as for the artistic presentation.” “ Pat ” backed his show up with a vigorous ad campaign in the dailies, before and during the run of the picture.

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The funniest picture you ever did see 6 First National Franchise Semi-Monthly

Hitting on All Six, as it Were

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Two from Portland, Ore., where “ showmanship ” will he found in the book of synonyms under the head of “ common sense.” At the left exterior use of cutouts at the Majestic for “ Stranger Than Fiction ” at the right, a display “ ; for Peck’s Bad Boy,” which brought a successful week to the Star on second run.

Loew’s Mall seems to have used everything but the family jewels for “ Scrap ” Iron —• two kinds

of paper and all the lobby cards available

Tillson again—with two new efforts. At the left nis lobby display at the Strand, Lansing, Mich., for “ The Old Swimmin’ Hole,” and, at the right, a shot at the Strand entrance during the run of “ Man-Woman-Marriage.” Note how the milepost stands out.

No wonder they’re talking about running George Schade, of Sandusky, for Gover- nor of Ohio. George here displays “ good politics ” by draping his theatre, during the run of “ The Passion Flower,” with

flags, bunting, etc., as a “ Welcome to Our City ” gesture to the Elks in reunion.

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An Aladdin’s Lamp among Box Office successes

February 18-25—Eight days of Extra Big Business ! : — !

November 15, 1921 First National Franchise Looking Over The Season’s Winners

ERE’S a case of 'T'AKE out your notebook and put down Strongheart to H where, by look- win ing backward, we are He’s not a horse. He’s a dog—not merely a dog, either looking ahead. but the most talented four-footer than you ever saw face a Reterring to Hope Get camera. Hampton, at the Together dinner in “ Silent Call,” and he’s Strongheart is the star of The Chicago, and to her in the money every minute. I’ve never seen any animal stuff latest production, on the screen to beat his performance. He’s the big figure “ Stardust,” which was directed by Ho- in a big outdoor story, with a strong human supporting cast

. bart Henley. they read (and that goes, even if the actors do get mad when Miss Hampton it.) H. O. Davis certainly brought down the game with this scored a real hit one. with the Franchise holders by her charm, After Joe Aller had seen it out in Los Angeles; he wired “ her singing and her ‘ ’ is different J. D. as follows : The Silent Call something dancing. To those of from anything I have seen in all my experience. I don’t care us who had been ac- the privilege who will see it, I will bet they like it. I think it will be a real corded of seeing “ Stardust,” success.” she was Lily Becker, And the home office bunch thinks the same. the heroine, brought * * * to the Drake Hotel. C EEMS funny to think of the Talmadges making pictures Not many of the Franchise holders, we ^ out on the coast, doesn’t it? We’ve had them with us in venture, knew that the East so long that New York isn’t the same place with Miss Hampton was Norma and Connie thousands of miles away. possessed of such There they are, though, plus Joe Schenck and a bunch of talent as an enter- tainer. But they surprises. halted in Chicago long enough to tell the dele- Joe know now, and for “ ” gates at the Get Together that production was going to their further infor- be his specialty from now on, and that the best would be mation, she has scored personal triumphs in many Franchise theatres. none too good for either one of the girls. Joe got a long, loud hand for these words. it’s romance—it’s satire—it’s human interest stuff—all in one “ Smilin’ Through,” by the way, is the most recently com- picture. Something for everybody. The highbrow and the pleted of Norma’s pictures. This was Jane Cowl’s great lowbrow will shake hands when they sit beside each other to stage success a couple of seasons ago, and it looks as if it look at it. ought to fit Norma like one of her own gowns. Connie’s next And the man who is probably America’s greatest living will be “ The Good-For-Nothing,” which means that Connie actor is the leading figure. Now guess is good for a whole lot, if it’s the kind of a picture I think * * * il is - * * * % EPARTING from the conventional way of doing such T here a wire from HAVE Jimmie Young, who has been D things, Thomas H. Ince decided that the first pre-view A “ “ directing Katherine MacDonald in The Infidel.” Give of Hail the Woman,” his greatest dramatic achievement, me your ears which will soon be released through First National exchanges, “ ‘ Have completed Infidel ’. Very big picture, wonderful was to be witnessed by the members of the cast that had in- cast, exceptional sets, action highly dramatic. MacDonald’s terpreted the drama, and not by the “ regular list ” of invited acting is a revelation surpassing all former efforts. Every- guests. body at the studio is highly enthusiastic.” Thus it came about that the members of his cast gathered kicks on that, are there? No in the luxurious “ little theatre ” of the Ince Studios. Scene * * * after scene flashed on the screen, and when “ Finis ” was another “ ” OT look at that dark horse picture I was written, those present felt that they had witnessed one of spieling to you about an issue or so ago. Don’t race the great classics in the history of motion pictures, although it isn’t a racetrack film. It’s one of those unusual pictures they had watched their own artistry on the screen. for which the public is hunting this season like Diogenes * * * hunted for an honest man. It’s strong drama— it’s comedy jrXHIBITORS will please take notice that “ Penrod ” will ” Cast of Ince’s “ Hail the Woman ^ give them another chance to dust off the freckle contests everywhere and pull all the good Wesley Barry stuff on the town that they used when “ Dinty ” was making ’em stand up.

And just remember that Mickey Neilan is directing it ! As Mickey proved in “ Rebecca of Sunnybrook Farm,” “ Daddy Longlegs ” and “ Dinty,” there isn’t a director in the country that can touch him when it comes to making kids behave like themselves on the screen. In addition to which, Wes Barry is a “ natural born ” Penrod. * * *

T F you’re near the exchange when the prints of Buster “ ” Keaton’s The Boat arrive, stop in and have a look at it. You may think you know how Keaton takes a theme and de- velops it, but you’ll never be able to figure out in advance what he’s done with this one. It’s one of the most original come- An interesting picture, taken in the projection room at the dies that Keaton or anyone else has made for a long while. studio of Thos. H. Ince, showing Theodore Roberts, Madge Bel- lamy, Florence Vidor, Tully Marshall and others grouped around He never cracks a smile through the whole picture, but if you the producer following the first showing of his new master work. don’t, it will be because you’ve got lockjaw.

W hen yon play “ Alf s Button ” you'll do your whole town a good turn — ! —

Straight Shots THE Plain Speaking AGCOr’TA'T’RT) FTRST’TJA'TTO'NrAT-P A- I - At G A jrA A JL> A-/ m Iv P IN k X A v/ XN ux Among Fair Game FRANCHISE Ourselves

Minneapolis follows on November 15 Hail to Commissioner iiiiniiiiiiiuiiiiiMiiHuiiiiimimiiiiiiiiiiiiimiiiiiiniiiiiiiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiiiiHmiiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiiiiiiHiiniii and 16. Cincinnati staged its local meet- George J. Schade! TEN DOLLARS ing November 17 and 18, and Michigan holds one at Detroit, November 30. Char- November, the cit- N the 8th of 1921, Franchise will pay $ 10.00 for every lotte, North Carolina, has already set its O izens of Sandusky, Ohio, decided that lie or misstatement found in its pages. date for November 29. a motion picture exhibitor was good Franchise is the only publication in Thus the magnificent results of the big enough to run their municipal affairs for the world that backs the truth and accu- meeting in Chicago are being passed along them. racy of its statements with hard cash. down the line. We’re only sorry that we As a result George Schade, Associated J. It is the only publication in existence can’t attend every one of them in person. First National franchise holder, is now that stands ready to reimburse its But we’ll do the next best thing—try to one of the city commissioners of San- readers for a breach of faith, whether give you full and accurate reports of all dusky. intentional or accidental. the doings everywhere, so that you can It’s a tremendous compliment, not only Just remember this feel how First National is moving along to Mr. Schade, but to the entire motion We don’t pay for purely typograph- a solid and united front. picture industry. Every and women man ical errors or misspelled words or in it ought to feel himself and herself names. honored in the honor that has been ac- We reserve the right to insert the ITs Going Strong corded Mr. Schade. First National Trademark in advertise- ” Various dates history are milestones CHILD in ments we reproduce. WT'HE THOU GAVEST ME in the progress of the human race. -I- is still filling box-offices and The $xo offer is limited to exhibitors, Columbus discovered the world’s great- theatres. exchangemen and their employees. est motion picture field in 1492. Tom Foster, of the Star Theatre, Stan- This is their publication. We don’t The first Declaration of Independence ley, Wis., writes: want any other readers. was signed in the United States on July 4, “ Publication office, Associated First I think it is one of the best features 1776. National Pictures, Inc., 6 and 8 West ever produced. Our attendance on this The second was signed at Atlantic City Forty-eighth Street, New York. feature has been a great surprise, being ’ in January, 1920, by twenty-six exhibitors. the best since we played ‘ The Kid And November 8, 1921, will go down in You and all the Other Franchise early in the spring. I can safely say with- the annals of city government as the day Holders Editors out fear of exaggeration that no picture when one American city, at least, had the has ever been shown in Stanley that re- •iiiiiiiiiiiiiiiiitiiiiiiitiiiiiifiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiftiiiiiMntiiiiiiHiiiimiimiiiiniiiittniiiMiifiiiiKmvmitmttfinmm good sense to recognize that there are just ceived so much unsolicited praise.” as keen minds in the motion picture in- W. S. Newberry, manager of the Alham- dustry as in any other walk of life—if not Philadelphia was the scene of the first bra Theatre, Los Angeles, exclaims: more so. 44 one on November 2, when the eastern Have just closed a week’s run with Sandusky, Ohio, it knew what was 4 44 ” Pennsylvania franchise holders assembled The Child Thou Gavest Me ’ and found about when it said, Let George do it! in the red room of the Bellevue-Stratford. it all that your advertisement promised We’ll say so! 4 There’ll be a full report in FRANCHISE it to be. The line, a picture that builds soon. patronage ’ was especially true. The The Local Get-Togethers The next one was the New Jersey 44 Get- attendance grew steadily as the word-of- Together,” held at the Robert Treat mouth publicity inspired by the produc- Are Under Way Hotel, Newark, November 10. We’ll tell tion began to take hold. The matinee on OLLOWING the national “ Get-To- you all about this one, too. the last day was the biggest of the picture’s run.” F gether ” at the Drake Hotel in Chi- The Atlanta territory was the scene of 44 ” cago, the local “ get-togethers ” are mobil- a regional * Get-Together ” on November When First National says its big izing rapidly in ever yterritory. 14 at the Ansley Hotel. you know the rest.

I tt t* • I II 1 1 1 1 1 III II Ml Ml 1 1 1 Mil 1 1 IH 1 1 1 1 1 1 1 1 II III I • I II II II M II M M • 1 1111 • till I II II 1 1 1 II MUM 1 1 1 «l « I »lt 1 1 II III III M I M 1 1 llll Ml H HI HI M 1 1 1 1 1 1 1 1 1 • t < 1 1 II I II I M 1 1 1 • 1 1 1 1 1 It 1 1 1 1 • I M 1 1 1 1 1 1 1 1 1 •• I IIIIIMIMMI t MIMmimiMIMIMMMUMI IIIIIMMI HIM | (( m || 1 1 1*| HUM What Would You Do to Make $150 Right Now ? to easy money This is on the level—you can do it by just putting on your showman’s thinking cap. And it ought be for a live wire. The proposition is this: A1 Lichtman, general manager of Associated Producers, is personally offering three prizes for the most effective and most novel exploitation campaign for 44 The Silent Call,” the H. O. Davis production with Strongheart, the big dog, as the hero. Exhibitors only are eligible and there are three prizes—a first prize of $150, a second prize of $100 and a third prize of $50. The three best exploitation campaigns get the money. If there’s a tie, every contestant tied wins the same prize. Get into the race for these exploitation prizes. It’s real money, and you’ve got a picture that will back you up.

miiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiliMiiiiiiiiiiiiMmiiiiiiiiiiMiiuiiHiiiiiiiiiiiiiiMiiiiiiiiiiHiiiiiHiiiiiiiiiiimiiiiiiMiiiiiiiiiHiiiiiiiiiMiMimiiiiii him i ifin mumu mii 1 1 ii hum

Make YOUR company's Anniversary Week the greatest on Record November 15, 1921 First National Franchise 9

This is the Way One Franchise Holder Let’s Sit Down Dressed his Lobby for an A. P. Picture and Talk About OUR 44 Kinograms ”

RE now you have received Mr. | E Schwalbe’s letter about FIRST I

| NATIONAL KINOGRAMS.

If, for any reason, you did not read §

1 every word of that letter, dig it up t and DO IT NOW. | j Also, sign that postcard.

As Mr. Schwalbe explained in that I

letter, FIRST NATIONAL KINO- f } I GRAMS constitute a double-bar- 1

! relied asset for FIRST NATIONAL L FRANCHISE HOLDERS. They j j I not only serve to register your trade § mark more firmly in the of | minds j picture patrons [ as the symbol of j cinema excellence { and entertainment |

I value, but they also are the livest,

1 snappiest news reel product on the 1

| market. !

If you run a news reel in your I i program, make it a FIRST NA- 1 TIONAL 1 KINOGRAM. fiiiiiHiiiiiiiiiiiiniiiiiiiiHiuiniumiimii mm? “Molly 0”

Gus A. Metzger, managing director and operator of the Rivoli theatre, in Portland, Lucky Cards Ore., used cut-outs and captions on Parker Read’s production, “ The Leopard Woman,” J. to good purpose, and also got very effective and artistic frame display. NE of the most novel stunts in the entire “ ” Molly O exploitation campaign is the On the back of each card is a handsome they have evolved a sales idea whereby the O “ Good Luck Molly O ” playing card. photograph of Mabel Normand, with the in- cards can be sold direct to the public through This stunt should be of particular interest to scription “ Molly 0<” The ace of spades carries the theatre. Their proposition to the exhibitor exhibitors because it affords them an oppor- a photograph of Mack Sennett, the producer, is attractive, and exhibitors who will play tunity to tie-up in more ways than one. and the court cards, King, Queen and Jack, “Molly O” will find it to their advantage to This playing card is of the highest quality. . carry stills from the production, beautifully communicate direct with the Midland Playing It is made of linen paper, gold-edged and coated done in colors and unusually attractive. Card Company, of Lafayette, Indiana, and re- with a spepial process that gives it shuffling The manufacturers believe that this deck of •quest information on this novel sales plan. quality which no other playing card has. Be- cards, which retails for not more than usual sides being a practical deck, suitable for all pur- playing cards, will find a ready sale among the poses for which a fifty-two card deck is used, fans as a permanent souvenir of the motion it is also a permanent souvenir of Mack Sen- picture, and besides placing them on sale Cable Brings Word on ” nett’s great comedy drama “ Molly O.” throughout the country, through 8,000 jobbers, “ Mother O’ Mine

HAT the box office appeal of pictures I of fast action and human appeal is T |

1 not the passing fancy of the American i

| Australasian Films Ltd. cabled from | I Sydney to its New York office as follows: 1

“ ‘ 1 Congratulations to Ince Mother O’ 1

| Mine,’ only production playing to ca- |

| pacity in twelve weeks.”

| Reports from all sections of the United |

1 States have revealed the unusual strength § “ ” office 1 of Mother O’ Mine as a box at- §

1 traction, and many exhibitors have booked |

1 the Ince production for repeat dates. 1

5ll!lllllllHIIIIIIHIIIIIMIIIIIIIIIIIIIIIIIIIIIItlllllllllll'lllll|IIIIIIIIIIIIIIIIIIIIIIIIIIIIIHIIIIIIIIIIIIIIIIIIIIIIIIIIIimtllllllllllllMllllll£ COMING Alf’s Button

A 44 LAST OF THE MOHICANS” DISPLAY The management of the Regent theatre, Lansing, Mich., took advantage of the holiday to put over this striking combination, representing Hallowe’en festival spirit and the theme of Tourneur’s classic. Fun for audiences, profit for Exhibitors

Pick Out Your Anniversary Week Program Noiv—Turn to the Release List) — —

10 First National Franchise Semi-Monthly

stamm*

Counting Up After The Last Show *5 V ft

jiiiiiiliilllUluiiiiiiitiiiiiiiiiiiimiiiiiiiiiiMMiiiiiiiiimniiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiniiiiiiMiniiin^ VERY exhibitor in Michigan is casting jeal- appointed because they couldn’t get in. I never E ous eyes upon William Peek, who runs the did such a three days’ business. If this picture Orpheum Theatre at Fowlersville. Thanks, Joe—We’ll Try is a harbinger of the winter business that is to Where other showmen must go over to the To Keep It Up come, then I’ll have to build another theatre. town job shop for their printed matter, to the The theatre was packed at every show and even newspaper for space ads and to various sources Star Theatre, Toccoa, Ga., up to the very last performance on the very last to the program, night they were standing in line, for other necessary adjuncts October I, 1921. clamoring to Peek has a corner on all of these. get in. Can you beat it?” C. R. Beacham, A job printing shop in the rear of the | 148 Marietta Street, —F N— Orpheum theatre simplifies the problem of print- FEW wrinkles from the Buckeye State,, ing; the publishing of a weekly newspaper of Atlanta, Ga. A where the Presidents come from : his own, “The Runt,” takes care of the space Dear friend C. R.: | Charles S. Decker, manager of the Liberty ad proposition, while tw'O sons who know how to friend Just a word from an old who has | Theatre, Vermilion, has found lately that the handle musical instruments, fill the pit and 1 run pictures for the last decade. One who | people of his locality have taken a liking to the make harmony for the pictorial entertainment has quite a varied career as an exhibitor, First National picture. He is profiting by giving each evening. | | still holding down that job as you know, them what they want. The other day when Peek booked “ The Idol 1 | wants to tell that First Carl F. Miller, manager of the Strand the- Dancer” for a special engagement, he went into | you National pic- 1 atre, Fremont, In His are O., made “The Woman his house and got the prologue, in the shape of | tures the best pictures being made to- \ House” pay a lot of extra cash by guaranteeing his 12-year-old daughter who knows how to day. First, because I have been running 1 1 the attraction to be “ one of the very best pic- dance just like little Clarine Seymour, the hero- them all, in fact, I | am about up on my 1 tures~that has ever been brought to Fremont,”' ine of the Griffith tale. franchise releases, and I can I “ | say have jj and in spite of the fact that it is a very high- The all-star Peek show—proj ected by Peek | never seen a picture from First National priced production, it will be shown at the Strand tickets by Mr. and Mrs. Peek music by Peek 1 — for the regular admission prices.” | that wasn’t a good one, and I have never 1 brothers printing by Peek and prologue by “ — had a kick on any one of them, but have Miller has found that there is nothing like Miss Peek, did a whale of a business and added | 1 telling your patrons that you’ve got the goods.” had my patrons say, “Why don’t you run to the versatility record of the Peek family in | f “ “ ” They may know it,” he says, but they like and about Fowlersville. a First National picture every day? | to be told every once in a while anyhow.” Now, this is not hot air, and to —F N— prove to I Here’s the way Manager G. R. Moore, of the it’s | you correct and the truth I invite you 1 Lion Theatre, Bellevue, O., speaks of “Good! MERSON once said that America was an- or any one else interested to come to References,” featuring Constance Talmadge: E other name for Opportunity. So is show- | | “ Toccoa, Georgia, on any day I recommend this picture as a twin-six, manship. And there’s a great opportunity for | run a First 1 We “ National Production late model, 90 horsepower gloom-chaser.” showmen to cash in on Children’s Book Week,” | and see for yourselves, f They flocked to the Lion for two afternoons November 13 to 19, with “ The Last of the Mo- Sincerely yours. and two nights. hicans.” This picture, made, as you know, from p j JOE BURTON. James Fenimore Cooper’s famous novel by Mau- C. O’HARE, of the Princess, Sioux City,. rice Tourneur, is one of the pictures in the list • Iowa, up against it a little while compiled by the National Board of Review for W was looked the Children’s Book Week Committee. These pictures make friends for you at the ago, with his opposition playing what like sure-fire stuff all around him. of the The beauty of enlisting your theatre in the same time that they are making money—and no One in this industry can other companies was having a “Week,” and the movement is that a vast amount of preliminary one have too many friends outside. Better plan participating theatres were out for bear. work is being done for you. The list of pictures on the for a Saturday performance O’Hare didn’t lose his head. He took a deep- referred to is being sent to more than four thou- morning during Children’s Book Charlie in “ Midnight sand libraries, to women’s clubs, better film Week if you can’t do any more. And do more breath and booked Ray A Bell ” comedy, slammed a committees and so on. All these organizations if you can. It’s good business. along with a good forty-eight-inch ad into the Saturday night and will co-operate with you if you want their aid. —F N Sunday papers, with the First National trade- The schools and the churches ought to work ( < ITOW was business with Mildred Harris in mark well down in front, and then awaited de- with you on it. -ti. ‘Habit ’ ?” the interviewer asked Herb velopments. And, apart from its commercial advantages to Johnson, manager of the Luna theatre, Lafay- Here’s what developed: you, booking such pictures as “ The Last of the ette, Indiana. Sunday, Monday and Tuesday, despite the Mohicans ” from time to time, especially for “ Well,” replied Herb, with a peculiar smile large seating capacity of the Princess, hundreds the children, is the best answer in the world to upon his face, “many were disappointed.” were turned away and some of those who saw a lot of hard-shelled crabs in your town who Then the smile broadened into a regular the show had a good, long wait but that didn’t think your theatre or any motion picture thea- laugh as Manager Johnson continued: seem to dampen their spirits. tre isn’t fit for them or their families to attend. “Yes, it’s true, many were disappointed—dis- Tuesday evening and Wednesday morning papers carried, in an open letter to the public nuiiiiimiuiiniiiiiiHiHimiiiMiiiiiiiiiitiMftiiiiiiiiiiiiiii from the Princess management, an apology for their inability to handle the crowds and an- nounceing that the bill would be continued The cute throughout the week. showing “ Sentimental and nifty One of the theatres Tommy” took this picture off and substituted lobby another production. The other houses reported per cent display a business of from 10 per cent to 15 above normal, while the Princess reported a 50 that the per cent above normal patronage during the ' « week. Empress, % v V Wm-wM aw* r v mL , n ^ Owensboro, COMING 1 Kentucky, Alf’s Button 1 1 [ /HI concocted imil ;.»// 1 m • M L for “ Scrambled Wives ”

IIHIIIHIIIHIIIIMIIItlimilMlllllllllllltmillimilHIHIIIItM iniiimiitiiiiimiiiiMiiniiHiiMMiiiiiiiimiMMiiiiMiiiii The funniest picture you ever did see

Remember what Lukan said at Chicago about Anniversary Week? ! 1 1 1

November 15, 1921 First National Franchise 11

KATHER NEMacDONALD

mm.

EMPMSS TmATPt WEDNESDAY ThUPSDQY Kt jHt pu>v mo rut book

| Above is the book-store tieup that the Empress Theatre, | “ I Owensboro, Kentucky, worked out for The Golden

I Snare.” To the left, Fred Elliott’s manner of dressing |

1 | the front of the Clinton Square Theatre, Albany, New f “ ” York, for Stranger Than Fiction |

F Harry Browne ever does anything like this they haven’t any time for bellyaching, or listen- largest 1,100, and the smallest of the three, 750. I again, we’ll have him committed. This once ing to those who do. Kelly has only 600 seats in the Wizard—but he can get away with it, but that’s all. We’re The new theatre will seat 1,200, and will be it’s a Wizard ! So is he. telling you, Harry. (Harry runs the T & D situated just opposite the St. Cloud hotel, on Kelly ran the page ad of good news in the Theatre, in San Jose, California.) West Fayette street. With a frontage of 66 York Dispatch for three days. Then he wrote a. Shoot feet, a depth of 132 feet, glazed brick facade, letter to his mailing list, telling them what it A little exhibitor known as “DINTY” once up-to-the-minute lobby, numerous conveniences would mean to his patrons to have First Na- thought that he saw “THE SIGN IN THE within for patrons, and First National Pictures, tionals from then on. DOOR.” He used “MY LADY’S LATCH it looks as if Max and Mitchell were going to Right off the bat, Kelly booked in “ Peck’s- KEY” and entered with “COURAGE.” He have the gilt-edged theatre of the Mohawk Val- Bad Boy.” Hitherto he’s been changing pro- was confronted by “JIM, THE PENMAN,” ley city. grams three times a week. He held the Bad who told him about a contract and advised —F N— Boy for four days, and it broke his house record him to “GO AND GET IT.” He said neither RASHING into print with a page announce- by $50, a record that had previously been “YES OR NO,” and decided to think it over C ment of the fact that he had bought a reached with a twenty-five cents admission on a for “TWO WEKS.” In the past he had a First National Franchise, E. Kelly, of the production with which he had played percentage “HABIT” of yielding to “UNSEEN J. Wizard Theatre, York, Pennsylvania, threw his some time before. FORCES,” and the dictates of “THE MAS- hat into the ring last month. The slogan of this fighting exhibitor is TER MIND.” So he went to a Franchise There are three of ’em to fight, too, all bigger “Watch the Wizard.” Just to be on the safe Holder, and took “THE WOMAN IN HIS theatres than his. One seats the next side, I’m going to watch both of them. HOUSE” with him. 1,400, After having had The Franchise explained 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 • 1 1 1 1 1 1 1 1 1 1 1 1 1 1 • 1 1 1 1 1 1 1 1 • 1 1 1 • 1 1 1 1 1 1 1 1 •• 1 1 1 1 to him, he realized that he had been playing with “DANGEROUS BUSINESS.” The wonders of the Franchise read “STRANGER THAN FICTION” and seemed simple as “The First National Habit “LESSONS IN LOVE.” “THE GREAT- By ED. L. WAYS EST QUESTION” had been solved, and he realized that he would no longer lead “A Franchise correspondent, Sandusky, Ohio. DOG’S LIFE” and he saw deep “IN THE ^iiiiiiiMiiniiiuiiuiuuiiiiiiMiiniiuiuiiniiniiMiiiuiiunuiniMiiiiiMUiiiiiiiiiiniuitiiniiiiiuuinMiiutiiiiiiniiiuuiuniiiiiiiiHiiiiMiiiUNiiiuuniiiiiiiiiiiiiiuiiiiiiiiiiiMiiiiiiiiMiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiliiiiiniuiiJiiiiiiiiiiiiiiiiiiiiiiiHuiiiiiMiiiiiim HEART OF A FOOL” and wondered how he had ever got along without First National S there something about the First National posed of dwellers of numerous communities Pictures. I picture that makes it appeal to people gen- throughout the Central West, away from home To celebrate he took “ PECK’S BAD erally; that is, to people known nowadays as on vacation. “ ” BOY” and "THE KID” and journeyed to Movie fans ? “We, here in my theatre, attribute this First “PEACEFUL VALLEY” via the “TOON- There is. Here is proof: National liking to what we call ‘ First National ERVILLE TROLEY” and they spent the Cedar Point is a Lake Erie shore summering habit,’ said Mr. Schade, continuing. “ We’ve day in “THE OLD SWIMMING HOLE” at place three miles across Sandusky Bay from noticed that there are those among our patrons “SUNNYSIDE.” Sandusky, O. Between the middle of June and who never come to the theatre unless we are Now he can sit down and watch the the forepart of September the population of showing a First National. sheckles roll in under his First National the place is anywhere from five thousand to Inquiry among passengers aboard a boat Franchise, and know that all of his attrac- twenty-five thousand. bound for Sandusky from Cedar Point one even- tions have “THE PUNCH OF THE IRISH” The photoplay editor of a certain Sandusky ing, proved the “ First National habit.” “ and are “WHAT WOMEN LOVE.” With newspaper noticed that whenever George J. A First National picture to me is like a new his big added profits, he now thoroughly en- Schade, owner and manager of the Schade book by a favorite author,” said a woman from joys “THE KICK IN HIGH LIFE,” and his theatre, holding a First National sub-franchise, Columbus, O. “ When I’m at home I never future is as bright as “THE YELLOW offered a First National attraction, the crowds miss a First National, for I’ve yet to see one TYPHOON.” arriving in Sandusky from Cedar Point in the that wasn’t good. When I’m away from home “CURTAIN” afternoon and early evening were larger than I always watch the newspapers and if there’s MORAL: they were otherwise. a First National attraction anywhere within “THE FAMILY HONOR” is safe and A Mr. Editor also noticed that the Schade did easy distance that I haven’t seen, I take it in.” First National Franchise is “THE TURN- better business. Similar statements were made by vacationists ING POINT” for the Exhibitor. “We always draw heavily on the Point when from Pittsburgh, Detroit, Cincinnati and num- —F N— we offer First Nationals,” said Mr. Schade when erous other cities, to say nothing of towns, vil- OU can’t sell that “ hard times ” wheeze to questioned. “ There’s no doubt but that First lages and rural communities in between. Y Max and Mitchell Fitzer up in Syracuse, National has a big following in every com- That there is such a thing as what Mr. Schade New York. They’re so busy getting their new munity. That this is true is indicated by the calls the “ First National habit ” is certain. theatre ready for opening by January 1 that fact that the population of Cedar Point is com- “ Pretty good habit, I’d say,” chortled Schade.

99 You will think you’ve got another “ Kid ” in “ Alfs Button :

12 First National Franchise S e mi - Monthly

ABSOLUTELY LAST CALL FOR The Most Inexpensive, Effective Advertising Ever Offered to You THE FIRST NATIONAL STAR CALENDAR

Will advertise your theatre in the homes for twelve months. Will serve as a holiday greeting to your patrons. Will build up your mailing list. Will stimulate attendance while you are giving them away.

And all this will cost you only about lc per month per family.

You can get them through Associated OUR patrons are continually seeking star photos. Here First National (Calendar Dept.), at the Y is a way, with little cost, for you to provide them with a following prices: dozen of their favorites:

500. . 12c each January Norma Talmadge July Anita Stewart 1,000. lie each February Pola Negri August Buster Keaton 2 000 . ,10c each March Charlie Chaplin September Richard Barthelmess , April Katherine Phillips MacDonald October Dorothy Less than 500, but not less May Constance Talmadge November Charles Ray than 250 each June Marshall Neilan December Wesley Barry 15c YOUR NAME IS FEATURED All Prices F. O. B. New York The twelve beautiful portraits are on separate sheets which are fastened to a mount which contains your advertisement. SENT TO YOU IN ENVELOPES ready for handing out or mailing. Your Order Must be Sent

First edition now on press, econd edition will be run to take care of last minute demand. At Once. Use blank below. r - ASSOCIATED FIRST NATIONAL PICTURES, INC. Calendar Department, 8 West 48th Street, New York

Gentlemen : Please enter my order for the 1922 FIRST NATIONAL CALEN- DAR, as follows

QUANTITY at each, for which check for $ is enclosed. Make checks payable to First National Calendar Company. IMPRINT AS FOLLOWS (NOT OVER 4 LINES) To avoid mistakes, please PRINT what you want us to put on your calendar. No proof will be shown.

Size 6J4 x 12 inches

Signed Rotogravure Process Similar to Sunday Pic- Ship to torial Section of Your Newspaper READ THIS OVER CAREFULLY. Be sure you have ordered enough and that the imprint reads exactly as you want it.

Look over that Release List for Current and Coming attractions November 15, 1921 First National Franchise 13

In the Wake of the Get Together

Being Home Office Stuff when the Home Office was in Chicago

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In the Northwest dele- big event in Chicago caused it to be postponed. there is anything in that stuff about an easy gation were S. A. Hay- However, it’s a whale, and we wish now to conscience being the mainspring of happiness, man, owner of the Lyda extend the congratulations we failed to deliver then Collins, of Perry, has an easy one plus. Theatre, Grand Island, to him personally. Nebraska, and George Monroe, of the Gilbert, at Although he was not Nebraska. Both Beatrice, Senator Walter C. Hart- listed as a delegate, Milton are vet- these gentlemen ford, of Pawtucket, Rhode H. Feld, managing director busi- erans of the show Island, was one of the of Frank L. Newman’s are among ness and both most outspoken Franchise theatres in Kansas City, of the strongest adherents boosters who appeared at Missouri, was one of the although First National, the Get Together. The busiest men around the First National enthusiasm seems to bloom at its Senator, who owns and Drake. Mr. Feld belongs best in their particudar section of the country. operates the Imperial to that class of young They took part in all theatre in Pawtucket, was theatre executives known the business sessions of a delegate attached to the as “ live wires,” and at the the Get Together and Atlantic section and took Drake he ran into numer- radiated the spirit of con- an active part in tjie dis- our friends and acquaintances, because he is fidence in the future of cussions of the division. He did not speak on known to most of the exhibitors west of the the organization that the floor of the convention, but he lost no op- Alleghenies by name if not personally. Feld, finally found expression in portunity in and around the lobby of the Drake through exchange of ideas, probably got as the several resolutions of to express his satisfaction with his Franchise. much good out of the convention as anybody confidence that were pro- there.

posed on the floor. They iiiiiiiiiiinMiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniMiiiiiiiiliiiiliiiiiiiiiiiiiiiiHiiiiiiiiiHtMiiiiiiiiiiiiiin gave the impression that Geo. Monroe In J. C. Collins, owner COMING they had arrived at the of the Rex theatre at Get Together with serious purpose in mind and Perry, Iowa, the Jay- Alf’s Button they unquestionably found many others who hawker State produced thought the way they did. one of the best looking Monroe and Hayman are fine examples of the Franchise holders seen at business man in the entertainment field. the Get Together. Col- lins is a big, blond fellow, The Franchise staff tried to get hold of with a perpetual smile Oliver Kehrlein, of Fresno, California, at the lurking in his eyes, and, Get Together, in order to tell him how much just observing him in the ’'''•'Dll 'flu he (the staff) thinks of Kehrlein’s artistic ad- lobby of the Drake, it vertising. We had a sample of it—advertising seemed as though he was finding numerous A Comedy Novelty that should rock ’em with “ ” Gypsy Blood —slated for this issue, but the things that brought the smile into full play. If Laughter

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When the Good Fellows Together at the Got j Wind-Up of the Get Together Flashlight photograph taken in the grand ball room

of the Drake Hotel, Chicago, about midnight of I

October 26th. As usual, the principals were farthest |

away from the camera, but if you use a magnifying glass I

you will recognize the officers and Executive Committee I

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Did you see Al Lichtman’s Offer on Page 8? !

14 First National Franchise Semi-Monthly

Adventuring With the Ad Men

A Department of Franchise Designed for the Good of the Service

DIRECTION STANLEY COMPANY OP AMERICA. J Herb Johnson let Time of Shows ’er rip when he got

IrM. 3. ready with Cur- *39. «. “ 7*0. 9. wood’s The Gol- i o >> i ^ den Snare and backed his ad- Pint Came “The Rhw'* End,” Then “Nomads of the North" up AND NOW vertising with live TODAY exploitation. TUESDAY A coy thought 5 Oliver Curwc The WEDNESDAY from the Philadel- Golden, phia field, showing inare. how the Stanley * * * tied up two favorites in an all-comedy bill. The ad A ROYAL NORTHWEST SERGEANT ON A MAN HUNT1 took up 30 inches A BABY POUND IN A BLIZZARD! GOLDEN of space. . A SNARE MADE OF A GIRL*S HAIB I

| The Kinema, Fresno, Calif., walloped the town in the eye with this gorgeous 1 “ ” 1 combination of crayon and pen and ink work for Gipsy Blood and shot it | inches columns. It is probably finest | for almost a page of space— 17 across 7 the j

| piece of newspaper ad copy that any picture has had and Kehrlein is to be f

1 congratulated, as well as his artist.

VIVID AS ANY STORY CURWOOD HAS EVER WRITTEN. IIMIIIIIIMIIIIIIIinilllllirHIIIIIIIIIIItllimvirmHIIIIHIIIIIIUtlllll? THE SCREEN BT A BIG CAST HEADED BY LEWIS STONE, RUTH REN- WICK AND WALLACE BERRY.

* * *

An effective handling of three high lights in one ad—the Strand’s reopening, Tour- neur’s latest production and a Mack Sen- nett comedy. It is one of the best looking ads that has appeared in a Baltimore amusement column recently.

reriomat Otrretum Bt'nvt.D'f tin. /' Incomparable | Announcing Our Reopening On Monday Ame- otA&r hAe tt / % ' yio, not even Passtbn. At Eleven o’Clock. A. M.. With

artistic MAURICE TOURNEUR’S bre . a ^reat' Photodrama l a supreme ' With $ipsy love as ecstatic as F** P»ori, MATRONS REGULAR PRICES STAR OF THE 1 SENSATIONAL S

The Pityen Include Doria May Hobart Boaworth Mildred Manning Wallace MacDonald GIPSY BLOOD

A Peep Into the Drawing-Rooms of the Modern Climbers mairvel.of-the screen. — SPECIAL COW1.DT. MACK SENNETT’S "HARD KNOCKS and LOVE TAPS"

STRAND TOPICAL REVIEW

• ’ SOIJ

Anniversary Week means animated Box Offices ” -

November 15, 1921 First National Franchise 15

mu iiiiiimiiimiimiiiiiimiiini “T & D” Treatment of Two Recent Winners

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W lit M SP # ii Wi -ffi- M >!? ® -laughs t3he straight ahead 5 3 Ml HI -NOW TIVOLI at Eddy St Market trust PReSENTS TOMORROW follow the cab for a bubbling fun ride Vith your Katherine these joyous mirth makers Mr. & Mrs. wife MacDonald CARTERdeHAVEN Qrmt)burki/e\

an unusual stay ofi

l KIRST NATIONAL.

Special Aated' Attraction The Turner and Dahnken Publicity Depart- MILDRED ATTRACTION ment strives, for striking effects—and in these Marc Appcalioc tfaaa tr HARRIS MacDonald, the American Brauty. * pi the gvl — mha dared everything Jar ‘Habit* examples of their Tivoli advertising seem to Iter hmhtmd and then toil K>« trail r a dynamic dram ofc^ bell. tie-up to uiiforge table rhnibaw ring the Note the the Trade screen style she*? cr un- ' C "Toonerville Fire Brigade" sursurpassing'PasslJ beauty V>* Mark in the De Haven copy. Another or the** dall*Htfpl nxnmUen foeturlni Lh« “SUppM* MARCELLI -TIVOLI SINGERS MARCELLI tx-durtm, the Tiaolr. (War.

ii /it ii s- m as m 5® ic m u & Kessler’s Klever Kanton Kombination

“ If everybody in Canton, Ohio, didn’t know about Courage,” Incidentally, Kessler is the first franchise holder to send in the fact could not have been blamed on J. D. Kessler of the an ad on Keaton’s debut under the First National pennant. New Alhambra. This was a double page spread that, for There’ll be more like him soon, however. In the meantime, effectiveness, stood out as one of the best that has come to nobody in Kessler’s territory will be able to forget “ F. N.” the Franchise desk. either.

* TWENTT-POCYI

66 99 € II

EEeSp THE FIFTHSTREETSHOPS COURAGE rmime of to aim lh)«r» lacaP-aaalhr inEWflLHMa BUILT Mini toflornrr In U>« rat*»pU.n

CHIROPRACTIC To Sell Nothing But the Highest Class Merchandise and The" Jlbtrl A. Kaufman presents ^ Service Has Made These Pdur Shops the Most Talked Of >Twn ill* f.nl iifNBk at dUrofrwtK I# •i’erram ertUcnen 1 their feed curt laaeb Pastry Shop "The Play of a Life Long Sacrifice in the City of Canton.

J ' wouM naturally lad to dit- aSfe lima. Tin* Canton's Leading Shop lor Baked Good* where the best it made and to (be mo predrini the profaai*. Only enO FEATURING offered for ale exclusively in courage end dir inovtodaa Ihai they wn Pastries-C a k e s- and CHILDERS Canton's Highest Class Baby-Wear Shop all Baked Delicacies NAOMI

otol rourejr ha done for dlircmetk. Partly She# eflrrton.today err • It's simple, yet humanly strong — this Canton’s Most Exclusive Shop, for Millinery (bines to «kL TWy etosyr ere a drama of a wife whose loyalty and faith • ATwrr e-try bn u dream of diallneUoo that maim ito fearer lbe envy of all are pitted against the torments of love loneliness. Canton’s Foremost Beauty Shop

abiLdy combtnes *ilb real aerttoc. COOIACII C001 A€EI W‘ r Tolrphaaa Of*#' A A A yto.a-.r- A DWYERS VAv A rr“- VAY “ /AY ««« THE METCALF THE SCHILLING CHIROPRACTIC The Pastry Shop M £<£*> COURAGE! HAT BEAUTY £ M THE BLUEBIRD .VW SHOP SHOP 216 CLEVELAND. AV N~W a TOTH-ST SHOPPE BUSTER KEATON 110 FUUsM NW U« PVUiM NW tt« rUUl-M NW IN “THE PLAYHOUSE”

Miller United Shoe Co. i ilkj; -m 1 rWVtoA Doesn't Take SUNDAY TO WEDNESDAY prices friceb TEN It Does Not Require Any Courage on T «* OB SOLO SPECIAL MUSICAL SELECTIONS BABMONY FOUR. SINGING MA1TNEE - — NEW ALHAMBRA SOUTHERN MEDLEY SVXNPiG — — **• .THEY NEBDBD-A SONGBIRD IN • RENDERED BT THE NEW Our Part toSag 'ANNA FROM INDIANA* HEAVEN, SO ‘TOOK KINGS or . GOD CARUSO ALHAMBRA TRIO UNDER THE ‘SOMEBODY'S WAITING FOB SUNDAX p®*® AWATT bV MR. G. M SBRAEE DIRECTION OF MR. HENRI WEILER Bakmony FOUR SOMEONE* SAME A9 BY] PRKJS The Bush and Lane Grand

People Looking for Good Shoes at Piano COURAGE When joo come here for dental work— for oar dental work Low Prices $ HOOPER-The Coal Man Compares Favorably With Any and -Bull Doff is accomplished with a mini- Says- Take Courage Piano Regardless of Price Determination mum of pain. COURAGE TO CUT Find TYwrW UknrraMi ID Tbcet You Get Crown and Bridgework FUR PRICES >1 Ihry buy «l a chrep.prm “Two Mltfxty Fine Caw” Guaranteed Dentistry for AND REAL CUTS. TOO $5 PER TOOTH 40% to 50% THE JORDAN "l oCH—mnd Deliver -Clean Coal—the kind that's cheapest Pelnloa and Eitnctlon to but/, because it pots I art her. Drew and WorK Shoes for Ladies and DR. H. L JVNKERMAN Men—Very Latest Styles HUPMOBILE The Van Fossen-Smiley RALPH E. HAY Piano Co. HOOPER COAL COMPANY Wbolt Family Car Da B,

“ Alfs Button” has had a tryout and it is a whale with the audience — — — —

16 First National Franchise Semi-Monthly

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From the Box Office Angle

“ Passion.” Appeared to please everybody. Good box office re- “ The Devil’s Garden.” Heavy attendance records and big box ceipts. Royal, Laredo, Tex.—L. M. Valdez. office receipts. Audiences favorably impressed. Royal, Laredo, “ Gypsy Blood.” Generally pleasing. Attendance records Tex.—L. M. Valdez. were threatened first day. Wonderland, Lorain, O.—August “ Scrambled Wives.” Great. Showing was a success with a capi- Hg. tal S. Marion, Marion, O.—G. H. Foster. “Bob Hampton of Placer.” Very good. Business good through- “ Mind the Paint Girl.” Pleasing. Majestic, Mansfield, O.— W. out showing. Marion, Marion, O.—G. H. Foster. A. Partello. “ “ A Midnight Bell.” Audiences liked it. Saxe’s Rialto, Milwaukee, The Golden Snare.” Very good. Riviera, Knoxville, Tenn. Wis.—Harry Perlivitz. —W. E. Drumbar. “ Passion Flower.” Audiences highly pleased with wonderful act- “ Bob Hampton of Placer.” Pleased immensely. Unusually hot ing of Norma Talamadge. Fair box office records. Strand, weather, but came out whole. Played entire week, considered a Kendallville, Ind.—Bert Deardorff. feat for summer. Wonderland, Lorain, O.—August Ilg. “ Curtain.” Satisfactory. Arbor, Albany, N. Y.—Samuel Suckno. “Scrap Iron.” Good. Ray very popular here. Riviera, Knoxville, “ The Sky Pilot.” Rated as better than average picture. Tren- Tenn.—W. E. Drumbar. ton, Lynchburg, Va.—J. B. Trent. “ The Master Mind.” Picture well liked. Regent, Springfield, “The Great Adventure.” Great. Erie, Vermilion, O.—Wesley O.—E. C. Paul. “ Price. Stranger Than Fiction.” Audiences liked it thrills and laugh- “ Trust Your Wife.” Almost broke box office and attendance rec- ter all in one picture. Palace, Wichita, Kas.—Stanley Chambers. ords. Luna, Lafayette, Ind.—Herbert H. Johnson. “ Scrap Iron.” Well liked by audiences. Regent, Springfield, O. “ Old Dad.” Generally satisfactory. Business was good. Majes- E. C. Paul. tic, Mansfield, O.—W. A. Partello. “ Mama’s Affair.” Audiences much pleased. Best box office re- “ The Kid.” Pleased immensely. Brought back by request. ceipts in six weeks. Grand, Jonesboro, Ark.—Will Mack. Schade, Sandusky, O.—George J. Schade. “Passion’s Playground.” Very good. Bleich, Owensboro, Ky. “ 45 Minutes from Broadway.” Everybody delighted. Business A. E. Bamberger. was exceptionally good.—Sigma, Tiffin, O.—R. W. Lawrence. “ Dangerous Business.” Great. McKinley, Canton, O.—R. C. “The Oath/’ Majority like it. Trenton, Lynchburg, Va.—J. B. Jones. Trent. “ Sowing tthe Wind.” Pleased. Good box office receipts. Pas- “ Sowing the Wind.” Audience well pleased. Good box office time, Akron, O.—Arthur L. Fish. receipts. Empire, Jonesboro, Ark.— Eli W. Collins. “ A Game Lady.” Laredo people like good, snappy comedies like “Truth About Husbands.” Attendance very gratifying. Luna, this. Strand, Laredo, Tex.—William Eppstein. Lafayette, Ind.—Herbert H. Johnson. “ Wedding Bells.” Excellent. Fine crowd. Riviera, Knoxville, “Jack Knife Man.” Very good. Rialto, Glens Falls, N. Y. Tenn.—W. E. Drumbar. Messrs. Bird, Mausert and Colman. ' “ Dinty.” Good. McKinley, Canton, O.—R. C. Jones. “ Scrap Iron.” Intense interest and even cheers when knockout “ Peck’s Bad Boy.” Broke attendance records. Big hit on hottest came. Mark Strand, Albany, N. Y.—Uly S. Hill. day of year. Empress, Owensboro, Ky.—A. E. Bamberger. “ " Old Swimmin’ Hole.” Fine. Surpassed all others for attendance Wedding Bells.” Everybody was for it. Strand, Milwaukee, in several months. New Alhambra, Canton, O.—J. D. Kessler. Wis.—E. J. Weisfeldt. “ Sowing the Wind.” Excellent. Everybody liked it. Did good “ Peck’s Bad Boy.” Broke attendance and box office records. business. Empress, Owensboro, Ky.—Arch Bamberger. Victory, Evansville, Ind.—Bryon Brentlinger. “ The Kid.” Broke attendance records. An uproarious audience “ Playthings of Destiny.” Well received. Star popular. Black- applauded and came back the next night as repeaters. Black- stone, Dwight, 111.—A. B. McCollum. stone, Dwight, 111.—A. B. McCollum. “ Wet and Warmer.” Satisfactory. Strand, Fremont, O.—Carl “The Sky Pilot.” Pleased. Fair box office receipts. Waldorf, F. Miller. Akron, O.— C. A. Barbian. “ Girl in the Taxi.” Did more business than any picture in eight “Bob Hampton of Placer.” Went over very good. Alhambra, weeks. Alhambra, Los Angeles, Calif.—W. L. Newberry. Los Angeles, Calif.—W. L. Newberry. “The Yellow Typhoon.” Great. First National pictures are the “ Harriet and the Piper.” Pleasing on second run. Dreamland, pictures that the fan wants. Liberty, Vermilion, O.—Charles S. Lorain, O.—August Ilg. Decker. “ “ Lessons in Love.” Pleasing on second run. Fair box office re- Scrap Iron.” Liked it. Strand, Milwaukee, Wis. E. J. Weis- ceipts. Pastime, Akron, O.—Arthur L. Fish. feldt. “Don’t Ever Marry.” Very good. Liberty, Vermilion, O. “ Harriet and the Piper.” Fairly popular. Lyric, Odell, 111. Charles S. Decker. H. B. Ward. “Mama’s Affair.” Met universal satisfaction. Very good box “ The Passion Flower.” Story did not get across favorably. Cres- office receipts. Strand, Kendallville, Ind.—Bert Deardorff. cent, Pontiac, 111.—Hal Opperman. " Not Guilty.” Very fine. Business better than usual. Marion, “ Peck’s Bad Boy.” Got plenty of laughs from all. Brought best Marion, O.—G. H. Foster. business in several weeks. Trenton, Lynchburg, Va.—J. B. “ Wedding Bells.” Extremely captivating and amusing. Agent, Trent. Wichita, Kas.—O. K. Mason. “ Courage.” Went strong with audience. Palace, Wichita, Kas. “Twin Beds.” Broke box office and attendance records. Plenty Stanley Chambers. of laughs. Victory, Evansville, Ind.—Bryon Brentlinger. “ Nobody.” Pleased. Waldorf, Akron, O.— C. A. Barbian. “ Gypsy Blood.” Excellent. Riviera, Knoxville, Tenn.—W. E. “ The Perfect Woman.” A riot. Best Constance Talmadge corn- Drumbar. ed}' thus far.—Lyric, Odell, 111. —H. B. Ward. “ Not Guilty.” Good on second run. McKinley, Canton, O. “ Peck’s Bad Boy.” Excellent. Riviera, Knoxville, Tenn.—W. E. R. C. Jones. Drumbar. “ Harriet and the Piper.” All right. Hudson, Albany, N. Y. “ Lessons in Love.” Did not draw them as some of Connie’s have. E. Roberts. Trenton, Lynchburg, Va. J. B. Trent. J. “ — “ Unseen Forces.” Enjoyable. Good attendance and box office Courage.” Particularly eloquent of Naomi Childers’ acting. records. Royal, Laredo, Tex.—L. M. Valdez. Luna, Lafayette, Ind. —Herbert H. Johnson. “ Go and Get It.” Powerful. Haven, Olean, N. Y. Alba W. Root. “ The Sign on the Door.” Very good. Strand, Milwaukee, Wis. “ Passion.” Pleased immensely. Attendance and box office rec- E. J. Weisfeldt. ords were threatened. An exceptional run for mid-August. “Nineteen and Phyllis.” A winner. Good box office receipts. The Liberty, Vermilion, O.—Charles S. Decker. sort of pictures patrons are always asking for. Lyric, Odell, 111. “ Old Dad.” Very good. Rialto, Glens Falls, N. Y.—Messrs. Bird, —H. B. Ward. Mausert and Colman. “The Golden Snare.” Pleased. Waldorf, Akron, O.— C. A. “ Passion Flower.” Pleasing. Empress, Owensboro, Ky.—Arch Barbian. Bamberger. “The Passion Flower.” Norma Talmadge, a local favorite, went “ Old Swimmin’ Hole.” Excellent. Palace, Maryville, Tenn. big in this picture.—Family, Port Huron, Mich.—Earl D. Sipe. E. A. Booth. “ Salvation Nell.” Pleased. Waldorf, Akron, O.— C. A. Barbian. “ Polly of the Storm Country.” Delightful. It took on one of the “ Bob Hampton of Placer.” Well liked by everybody, both adults hottest days of the summer. Liberty, Vermilion, O.—Edward and children. Empress, Owensboro, Ky.—A. E. Bamberger. Kishman. “ Girl in the Taxi.” Pleased. Fair box office receipts. Waldorf, “The Inferior Sex.” Very satisfactory. Strand, Fremont, O. Akron, O.—C. A. Barbian. Carl F. Miller. “ Love, Honor and Behave.” Broke summer attendance records. “ Playthings of Destiny.” Liked by many. Strand, Milwaukee, A chuckling audience. Lyric, Odell, 111.—H. B. Ward. office records. Wis.—E. J. Weisfeldt. “Peck’s Bad Boy.” Broke attendance and box “ The Love Expert.” Good. Haven, Olean, N. Y.—Alba W. Root. Mark Strand, Albany, N. Y.—Uly S. Hill.

iiHimitninui iiHimnmmiitiMMiiiiiMiimiiMiiiiiimi iiiiiiiiimniiiiiiinimii Don’t Overlook that National Trade Show on “ The Silent Call . ..

November 15, 1921 First National Franchise 17

An UNPLAYED Picture How Much Do You Owe is an Unwelcome Guest at Yourself in Delayed Dates Your Table of Dividends List of Releases on This List of Features?

All for a Woman (Special) 5873 feet Wet and Warmer (Lehrman Comedy) 2061 feet

The Silent Call (L. Trimble-Jane Murfin Prod.) . . . 6784 feet The Scoffer (Allan Dwan Production) 6518 feet Alt’s Button (Special) 5651 feet Old Dad (Mildred Harris) 5858 feet Lore Never Dies (King Vidor Prod.) 6751 feet Twin Beds (The DeHavens) 5580 feet Hardust (Hope Hampton Prod.) .0000 feet Nomads of the North (James Oliver Curwood) 6263 fee* Tol’able David (Richard Barthelmess) 7345 feet Peaceful Valley (Charles Ray) 6653 feet The Lotus Eater (Neilan-John Barrymore) 6960 feet The Kick in High Life (Henry Lehrman) 2067 feet Hail the Woman (Thos. H. Ince Prod.) 0000 feet What Women Love (Annette Kellermann) 6377 feet The Boat (Buster Keaton) 0000 feet The Master Mind (Lionel Barrymore) 6541 feet * One Arabian Night (Pola Negri) .7660 feet The Branded Woman (Norma Talmadge) 6761 feet * The Playhouse (Buster Keaton) .1803 feet Harriet and the Piper (Anita Stewart) 5605 feet * Bits of Life (Marshall Neilan Prod.) .6464 feet Curtain (Katherine MacDonald) 5328 feet In the * The Child Thou Gavest Me (John M. Stahl Prod.) . .6168 feet Heart of a Fool (Allan Dwan Special) 6723 feet * The Sign on the Door (Norma Talmadge) .7192 feet Good References (Constance Talmadge) 5850 feet * The Idle Class (Charles Chaplin) .1950 feet Forty-five Minutes from Broadway (Charles Ray) 5946 feet * A Midnight Bell (Charles Bay) .6140 feet The Jack-Knife Man (King Vidor Special) 6448 feet "Serenade (B. A. Walsh Prod.) .6380 feet Notorious Miss Lisle (Katherine MacDonald) 5014 feet Two Minutes to Go (Charles Ray) 5954 feet The Perfect Woman (Constance Talmadge) 5249 feet The Invisible Fear (Mayer-Anita Stewart Prod.)... 4998 feet Go and Get It (Marshall Neilan Special) 6928 fee* Blind Hearts (Hobart Bosworth Prod.) 5488 feet Yes or No (Norma Talmadge) B477 feet Married Life (Mack Sennett Special) 4938 feet Pilgrims of the Night (J. L. Frothingham Prod.) . . 5781 feet A Splendid Hazard Woman’s Place (Constance Talmadge) 5645 feet (Allan Dwan Special) 6174 feet The Yellow Typhoon (Anita Wife Against Wife (Whitman Bennett) ,5864 feet Stewart) 6347 feet The Love Expert (Constance Talmadge) feet The Skipper Strikes It Rich (Toonerville) .2189 feet 6888 Passion’s Playground (Katherine MacDonald) feet Toonerville Tangle (Toonerville) 2195 feet 5962 Polly of the Storm Country (Mildred Harris) 6608 feet Salvation Nell (Whitman Bennett) .5485 feet Don’t Ever Marry (Marshall Neilan Special) 6518 feet Nobody (Roland West Production—Jewel Carmen) .6566 feet The Woman Gives (Norma Talmadge) Toonerville Tactics (Toonerville) .2215 feet 5923 feet The Idol Dancer (D. Griffith Special) Stranger Than Fiction (Katherine MacDonald) .... .6388 feet W. 6955 feet The Family Honor (King Vidor Special) 5884 feet The Golden Snare (James Oliver Curwood) .6084 feet The Inferior Sex (Mildred Harris) ; Peck’s Bad Boy (Jackie Coogan) .5048 feet 5695 feet The Fighting Shepherdess (Anita Stewart) 5954 feet Wedding Bells (Constance Talmadge) .6070 feet A Twilight Baby (Henry Lehrman) A Game Lady (Henry Lehrman) .1650 feet 3188 feet In Search of a Sinner (Constance Talmadge) The Skipper Has His Fling (Toonerville) .2075 feet 5485 feet The River’s End (Marshall Neilan Special) Lessons in Love (Constance Talmadge) .5861 feet 6584 feet The Turning Point (Katherine MacDonald) Bob Hampton of Placer (Neilan Special) .7268 feet 5778 feet Two Weeks (Constance Talmadge) 5998 feet Gypsy Blood (Pola Negri) .6027 feet Even as Eve (Rolfe All-Star Special) 6237 feet Playthings of Destiny (Anita Stewart) .6111 feet A Daughter of Two Worlds (Norma Talmadge) 6078 feet Courage (Sidney Franklin) .6504 feet The Greatest Question (Griffith All-Star) feet The Sky Pilot (Cathrine Curtis Picture) .6355 feet 5830 In Old Kentucky (Anita Stewart) Scrap Iron (Charles Ray) .6747 feet 7649 feet A Day’s Pleasure (Charles Chaplin) Mamma's Affair (Constance Talmadge) .5584 feet 1714 feet The Beauty Market (Katherine MacDonald) Passion (Pola Negri and Cast of 5000) .9058 feet 5994 feet Heart o’ the Hills (Mary Pickford) The Kid (Charles Chaplin) .5360 feet 6329 feet Mind the Paint Girl (Anita Stewart) (8975 feet 5661 feet Man-Woman-Marriage (Kaufman-Holubar-Philllps) (8104 feet A Virtuous Vamp (Constance Talmadge) 6411 feet The Oath (B. A. Walsh Masterpiece) .79fi0 feet In Wrong (Jack Pickford) 5116 feet Sowing the Wind (Mayer-Anita Stewart) .8867 feet The Thunderbolt (Katherine MacDonald) 4840 feet Toonerville Trolley No. 5 (Comedy) .2060 feet Back to God's Country (James Oliver Curwood) 6237 feet The Great Adventure (Lionel Barrymore) .5627 feet Her Kingdom of Dreams (Anita Stewart) 7287 feet Toonerville Trolley No. 4 (Comedy) .1970 feet A Temperamental Wife (Constance Talmadge) 6221 feet My Lady’s Latchkey (Katherine MacDonald).... .5067 feet The Hoodlum (Mary Pickford) 6462 feet Not Guilty (Sidney Franklin) .6293 feet Burglar by*Proxy (Jack Pickford) 5090 feet The Woman in His House (Special) .7524 feet Bill Apperson’s Boy (Jack Pickford) 6625 feet The Old Swimmin’ Hole (Charles Ray) .6161 feet Human Desire (Anita Stewart) 5590 feet Scrambled Wives (Marguerite Clark) .6144 feet Sunny side (Charles Chaplin) 2769 feet Trust Your Wife (Katherine MacDonald) .5275 feet Choosing a Wife (Special) 6385 feet The Passion Flower (Norma Talmadge) .6953 feet Auction of Souls (Aurora Mardiganian) 7204 feet Jim the Penman (Lionel Barrymore) .6098 feet Daddy Long Legs (Mary Pickford) 7614 feet The Girl in the Taxi (DeHavens) .5420 feet Mary Regan (Anita Stewart) 6804 feet Nineteen and Phyllis (Charles Ray) .5965 feet Whom the Gods Would Destroy (All-Star) 7446 feet feet Dinty (Wesley Barry) .6985 A Midnight Romance (Anita Stewart) 5880 feet Unseen Forces (All-Star Franklin) .5680 feet Our Teddy (Special) 6517 feet Love, Honor and Behave (Sennett Comedy) .4572 feet Virtuous Wives (Anita Stewart) 6174 feet Dangerous Business (Constance Talmadge) .5103 feet (and others Skipper’s Narrow Escape (Toonerville Comedy) — .1880 feet ) • « The Devil’s Garden (Lionel Barrymore) .6342 feet Self-Starters," Season 1921-22.

Homespun Folks (Thos. H. Ince Prod.) 5800 feet The Ten Dollar Raise (J. L. Frothingham Prod.) 5726 feet The Leopard Woman (Louise Glaum) 6253 feet Greater Than Love (Louise Glaum) ,.6153 feet The Forbidden Thing (Allan Dwan Prod.) 5933 feet Devotion (Associated Prod.) 5669 feet Last of the Mohicans (Tourneur Prod.) 5720 feet Cup of Life (Thos. H. Ince Prod. ) 4932 feet Love (Louise Glaum) 6022 feet A Thousand to One (J. Parker Read, Jr., Prod.) 6055 feet TWO REEL SENNETTS Lying Lips (Thos. H. Ince Prod.) 6438 feet Made in the Kitchen 171.7 feet A Small Town Idol (Mack Sennett Prod.) 6619 feet She Sighed by the Seaside 1715 feet A Perfect Crime (Allan Dwan Prod.) 4739 feet Call a Cop 1701 feet I Am Guilty (Louise Glaum) 6312 feet Hard Knocks and Love Taps 1914 feet Home Talent (Mack Sennett Prod.) 3595 feet Mother O’Mine (Thos. H. Ince Prod.) 6000 feet TWO REEL TURPINS The Broken Doll (Allan Dwan Prod,) 4594 feet Love’s Outcast 1784 feet The Foolish Matrons (Tourneur Prod.) 6544 feet Love and Doughnuts 1819 feet ALL THE ABOVE ASSOCIATED PRODUCERS PICTURES ARE BOOKING ON THE OPEN MARKET AT AT T. FIRST NATIONAL EXCHANGES

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It's Your Own Fault if you Fail to Cash in with “ Alfs Button’ . . 1 1

18 First National Franchise Semi-Monthly

Franchise’s Golden Trail

Issue Page Issue Page

15 5 Not Guilty 15 .. . 7. 16

1 . Oct. 13 Aug. 1 .. . 13

Oct. 15 22 Aug. 15 .. . 17

15 10. 1 1 Sept. 1 .. . 14

Sept. 1 II. 16. 17 Sept. 15 .. . 17

Sept. 15 13. 17 Notorious Miss Lisle 15 .. . 15

1 Oct. 17 Oath, The 15 .. .

1 6 Sept. 1 ... 6

Sept. 1 17 Sept. 15 .. . 16

Oct. 15 22 Oct. 15 .. . 23

..Oct. 1 13 Old Dad 15 .. .. II. 13

..Oct. 15 23 Old Swimmin’ Hole 15 .. . 7

Nov. 1 Aug. 1 .. . 10. II

Courage . .Sept. 15 15 Aug. 15 .. . 4. 12

Oct. 1 17 Sept. 1 .... 9. 14. 16 Oct. 15 23. 24 Sept. 15 .. .. 13

Curtain . 15 12 Oct. 15 .... 17

..'Mar. 1 14 One Arabian Night .. . .Oct. 15 .. .. 5 Aug. 1 13 Passion 15 .. ., 8. 10. II. 16. 17

1 11 Aug. 1 .. .. 9. 10 July 15 6. 7. 12 Aug 15 .. .. 10. 17

Se t. 15 16 Sept. 1 .. .. 14 15 13 Sept. 15 .. .. 13

Devil’s Garden, The . 15 7 Oct. 15 .. .. 22

1 10. 11 Passion Flower, The 1 .. .. 10

Aug. 15 12. 13 Aug. 15 .. .

Sept. 1 14 Sept. 1 .. .. 11

1 8 Passion’s Playground 15 .. .. 15 May 15 9 Sept. 15 .. .. 9

June 1 16 Peaceful Valley 1 .. .. 13

1 7 Mar. 15 .. .. 7. 9

. Oct. 15 22 June 1 .. .. 7. 8 ..Mar. 15 8 July 15 .... July 15 6 Sept. 15 .. .. 10

15 II Peck’s Bad Boy 1 .. .. 7. 10. 11. 13 1 9 Aug. 15 .... 10. II. 15. 16. 17

Oct. 15 17 Sept. 1 .... 6. 7. 10. 16

Go and Get It ..July 1 15 Sept. 15 ...... 6. 7. 10. 12. 13. 16

Aug. 1 10 Oct. 1 .... 5. 10. 12

Sept. 1 17 Oct. 15 .. .. 20

15 17 Playthings of Destiny 1 .. .. 9. 17

Sept. 1 1 Sept. 15 .. .. 16

Oct. 15 1 7. 20. 23 Perfect Woman, The 1 .. .. 12 ..Feb. 15 13 May 15 .. .. 9

Aug. 15 17 Punch of the Irish, The 1 .. .. 6

Sept. 15 17 River’s End, The . . . .July 15 .. .. 6

Oct. 1 11 Salvation Nell 1 .. .. 13

1 9 Sept. 15 .. .. 17

Sept. 1 9. 15 Scrambled Wives 15 .. .. 13. 15

Sept. 15 12 Aug. 1 .. .. 1

..Jufy 1 17 Aug. 15 .. .. 17

July 15 17 Sept. 1 ... . 9

Sept. 15 15. 17 Sept. 15 .. . . 13. 16

Harriet and the Piper ..July 1 10 Scrap Iron 15 .. .. 8

..Oct. 15 22 Aug. 1 .. .. II. 13 ..Oct. 15 23 Aug. 15 .. .. 7. 10

..Oct. 15 1 1 Sept. 1 .. .. 6. 9

Idol Dancer, The . 1 9 Sept. 15 .... 11. 12. 16

July 1 10 Scoffer, The .. ..Feb. 15 .. .. 10 July 15 7 Mar. 15 .. .. 13

Sept. 1 9 May 1 .. .. 13

1 13 Aug. 15 .. .. 17

1 7 Serenade .. . .Oct. 15 .. .. 17

15 12 Sign on the Door .. ..Oct. 1 .. .. 6. 17

1 14 Oct. 15 .... 17. 20

Sept. 15 • 13. 15 Nov. 1 .. .. 24

1 9 Sky Pilot, The 15 .. .. 10

Sept. 15 6. 12 Sept. 1 .. .. 17

Oct. 1 II. 17 Oct. 15 .... 16. 17. 22. 24

Oct. 15 16 Stranger Than Fiction 1 .. .. 15

Lessons in Love. 1 9. 14 Sept. 15 .. .. 16

Sept. 15 9. 16. 17 Sowing the Wind 1 .. .. * 9. II

Oct. 1 15 May 15 .. .. 5. 15 Oct. 15 22 June 15 .. .. 11,15

Love Expert, The . July 1 10 July 15 .. .. 12

15 1 | Splendid Hazard, A 1 .. .. 14

May i 10. 13 Apr. 15 .. .. 14 July 15 11 Trust Your Wife 15 .. .. 17 15 7. 13 Sept. 1 .. .. 16

June 1 9 Sept. 15 .... 13. 15 )uly 15 16. 17 Truth About Husbands, The...... Mar. 15 .. .. 9. 13 15 6. 10. 11 Apr. 1 .. .. II

Sept. 1 6 Apr. 15 .. .. 9. 10 II Oct. 1 17 Aug. 1 .. .. 10. Oct. 15 10. 17 Turning Point, the .. ..Feb. 1 .. .. 16

Twin Beds 1 II 15 7 • July .. ..

May 1 9 July 15 .. .. 12 15 11 Aug. 1 .... II

July 1 8 Sept. 1 6. 7. 10. 16 July 15 12 Oct. 15 .... 20 Aug. 15 15 Unseen Forces 1 .. .. 7 ..Oct. 15 23 Apr. 1 .... 19 15 19. 20 Wedding Bells 15 .. .. 15

15 18 Sept. 1 ... . 13. 16 15 II Sept. 15 .... 13. 16 14 June 1 8. 14 What Women Love 1 .... 9.

July 1 17 Apr. 15 .... 10 15 7. 9 May 1 .. .. 13

1 14 July 15 ....

July 1 16 Woman in Hi» House. The 15 .. .. 9

15 17 May 1 .. .. 10 Oct. 15 23 June 15 .... 15 15 8. 13 July 1 .. .. 15 16 June 1 9 Aug. 15 .. ..

July 15 6. 7. II Sept. 1 .. . .

Sept. 1 16 Yes or No .. ..Feb. 15 10 June 15 10

Again—-Did you ever see anything better than the top dozen or so on that Release List — — — —

You’ll See a Brand New7 ANITA STEWART

in The Woman He Married

A LOUIS B. MAYER PRODUCTION

Directed by Fred IKiblo, icho made “ The Three Muske- teers ” and “ The Mark of Zorro ” and “ Mother O’ Mine,”

tfie winsome star registers more convincingly in this than she ever did before.

It’s a problem play without “ sex stuff” a drama that will seize and please the most critical.

A First National Attraction

min •iimtiiiimttiiiniiiMiiiiiiii iiiiiiiiiiiiiiiniiiiiuiiiiiiliiiiiiii

and in the meantime ANITA STEWART in "A Question of Honor” A LOUIS B. MAYER PRODUCTION

is making good on first run

frustrates the schemes of a group of Honor ” will be found almost TN DETROIT, where it A of unscrupulous financiers. In ad- everything that the public wants. played the Madison, the dition she is given opportunity of There are thrills, love scenes, and wearing a variety of costumes from misunderstandings in rapid succes- reviewers said: riding habit to evening gown. sion, aided and abetted by excellent A rattling good film is “ A Ques- DETROIT JOURNAL. outdoor scenes. tion of Honor,” with Anita Stewart It is a picture of swift action and The film is nicely made. Like all starring, at the Madison Theatre situations which quicken the pulse good stories, it starts at the begin- this week. There is action every and the beautiful “ shots ” of moun- ning, goes on through the middle minute, and the looks of Miss Stew- tain scenery make it a production and stops when it comes to the end. art, of course, would make any film of charm and interest. Miss Stew- As Society- Girl- Who-Doesn’t-Know- a success. The plot concerns the art is thoroughly adequate to the Her-Own-Mind Number 1,483,999, clash of wills of strong men, and demands made upon her. DE- Anita Stewart is charming, espe- — ” includes one rough-and-tumble fight, TROIT FREE PRESS. cially when she wears the “ pants with nothing barred, either hands or without which no picture of the feet, that is a thriller. Virtue tri- Great Outdoors is nowadays com- umphs in the end, but has to prove TN BALTIMORE, when it plete. Edward Hearn makes a its ability rifles and thugs handsome hero and you readily to handle played the Rivoli, the ; before success crowns it. —DE- understand why Anne falls in love TROIT NEWS. Baltimore American de- with him. “ Anita Stewart in A Question of clared: In short, the film is a melodrama. Honor,” at the Madison this week, The acting is good. The photog- is called on to do a number of It is dollars to doughnuts you’ll raphy is excellent. It’s entertain- things and does them all superbly. like the Anita Stewart film flicker- ment value is something like S5 per She rides, swims, shoots and neatly ing at the Rivoli. In “A Question cent. It is at the Rivoli.

i — ”

Now Is the Time for Joy and Laughter Folks Can’t Help It — They Simply Hafta

Seeing CONSTANCE TALMADGE

ii Polly of the Follies

By John Emerson and Anita Loos

Even reviewers are grateful for this rare Connie Comedy.

They know “it’s all in lun.”

Here are the very words they wrote.

CONSTANCE IS Miss Talmadge does the best work of her career in the role of Polly and is surrounded by a cap- NOW AT HEAD able supporting cast, which includes OF THE CLASS Kenneth Harlan and George Faw- cett. — Cleveland Neics. BY W. WARD MARSH

I’ve laughed quite too much at “POLLY OF THE FOLLIES” “ Polly of the Follies ” to write HELD OVER THREE DAYS much of anything outside the reg- AT EMPIRE, CLEVER ular review. Here is the week’s COMEDY IN line up in films: SYRACUSE State—“Polly of the Follies,” Naturally when you hear that a film in which John Emerson and Anita Loos Constance Tal- “ madge shows other film com- wrote the scenario for a certain pic- Polly of the Follies,” featur- ediennes will have to hustle ture and that Constance Talmadge or else get John Emerson and is the star, you have a feeling that ing Constance Talmadge, booked Anita Loos to write scripts for it is going to be a comedy. And “ them. Added attractions, “Trip you are right, for Polly of the for the Empire for the first three to Hawaii,” Sherwoods, etc. Follies,” at the Empire Theatre, is Good. one of the cleverest of the several days of the week, has had such a Constance Talmadge’s “ Polly of farce-comedies for which these three the Follies ” seems almost too funny people have been responsible. successful engagement it is to be to be true. Of course, it isn’t true. Of more interest than the actual John Emerson and Anita Loos fre- story are two burlesques, one on continued three days. It will be quently prescribe scenes and situa- the conventional moving picture NEXT COMING “ tions which are far-fetched, but ex- show and the other on how Cleo- seen until Saturday night. tremely laughable. patra won back her throne from Once upon a time a man threw Caesar.” In the first, the sub-titles a custard pie it was a perfect score, are all taken from well-known ad- ; Jeffrey Lazarus, exploitation and we laughed until a fit of cough- vertisements and their appropriate- “The ing destroyed a lot of the fun we ness would draw a laugh from any- had. “ Polly of the Follies ” fol- one. The many amusing incidents man with the Associated First lowed the same indirect route to and sub-titles that have been sup- Inc., film that cough, but we were able in- plied by Emerson and Loos—to- National, distributing Primitive “ ”- cidentally to control it before it gether with Connie —prove quite brought disillusions or greatly an- sufficient in supplying entertain- company, came here yesterday to noyed those about us. ment . — Syracuse Herald. close arrangements with Fitzer “Polly of the Follies” is a com- Lover” bination of rare imagination, the greatest sense of humor, riotously EMPIRE’S SPRING OPEN- brothers for continuation of the funny titles, and is the best straight present- and burlesqued acting that has been ING DRAWS CAPACITY show and to arrange for Written by Edgar Selwyn. Di- in offered an indefinite period, say AUDIENCES “ another big three years—Cleveland Plain Dealer. ing The Rosary,” Franklin, One of the best ways to court a rected by Sidney the sense of jollity toward the world production at the Empire during in general is to be among those man who made “POLLY OF THE FOLLIES” present at the Empire’s spring open- holy week. The Fitzers say that ing. It is an all-pep, all-speed and IS ONE OF “CONNIES” BEST all-fun program warranted to shake the Polly show is one of the big- ” John Emerson and Anita Loos de- a confirmed grouch loose from the “ SMILES’ THROUGH serve gobs of credit for giving to blues, with Constance Talmadge in gest attractions the theatre has the screen such a novel idea as ap- the capacity of chieftainess of gloom pears in “ Polly of the Follies,” the dispellers. ever had, and that 30,000 per- feature picture at the State the cur- “ Polly of the Follies ” is the rent week. sunny Connie’s new comedy and it sons will have seen the film by When audiences know how good Constance Talmadge is the star is worthy of the big crowds stream- . of the piece, and it is without a ing into the Empire a laughable Saturday night —Syracuse Post- it is you couldn’t keep them out — doubt one of the best things “ Con- conglomeration of all that is non- ” with a cave-man’s blackjack! nie has done in pictures. sense . — • Syracuse Post-Standard. Standard.

Connie ’s Biggest Picture — 7 Reels !

What “Penrod ” Did To Chicago — Page 3

FEBRUARY 15, 1922 “Tp f | 1 T |" \ VOLUME 2. No. 4 1 rilL ASSOCIATED FIRST NATIONAL FRANCHISE Some of the f^Ien Behind First fdational

jUoeMarJi El?RichardsJr.

J.6. Clark

J.D.EUilliams Ji.O.Schwalbe

Siarry dloberl Qeber

cA.P.BIanJi Sam Jdatz DiS.Xolan

EH. Gordon

Ored Dahnhen FThey Made MX. . 'EMandelbaum 3inhelscein, JOE.\Knns, Qirst National &irsh These 5 Judges Will Pick The 9 ‘Dollar-a-week’ Men

They are the exploitation editors of the Trade Press, regarded by exhibitors as wise counsellors and expert guides in this most important branch of the Motion Picture Industry

All Aboard for Los Angeles! W. R. WEAVER Exhibitors’ Herald Show Your Ed. Hxman, of the Showmanship Now! Mark Brooklyn a » Strand, was the first man to send in his bid for one of these jobs. First NationabWeek, Feb. 18 to 25, is here and in the 2500- He’s so is your oppdrtunity for a holiday trip to studio class. Watch out for him! land with all expenses paid. E. W. SARGENT Moving Picture Letters from live wires indicate there is to be a World battle royal for these soft berths, but you don’t “ I hat e a very extensive and expensive have to make formal entry in order to try for them. campaign mapped out,” writes John Paxton, who manages houses in Franchise Riotous spending is not necessary to win. Paris, Sherman and

Corsicana, T e x a s . He will open up with exploitation genius will land the wampum, 500 inches of newspaper advertising. erchandizing merits will also be a big factor,

J. S. DICKERSON Motion Picture News wery exhibitor in North America is eligible. Stanley— Chambers says “ I would make Make use of the Free Advertising Accessories. the same effort in my campaign for First National Week Ballyhoos, window displays and lobbies all count. whether there was a prize or not, because exceptional ideas are sure to help. it means money to me to do so.” Read the rules below—and then go to it!

HOWARD TRIPS TO LOS ANGELES [WILL BE AWARDED McLELLAN to—3 managers of theatres seating 2500 or more. Exhibitors’ Trade 3 managers of theatres seating 1000 to 2499. Review 3 managers of theatres seating 1000 or less. “ We want one of those prizes. It ivas For the best exploitation ( including newspaper ads and tie-ups) of First necessary for us to National and First National features during First National Week. cancel other bookings ballyhoos, window displays, Photographs all lobby displays , prologues, to put First Nationals of etc., and copies newspaper ads and publicity must be sent to Publicity in all houses, but of ” Department, Associated First National Pictures, Inc., 6 West 48th Street, we’ve done it — City. Gaiety Theatre Co., New York R. W. BAREMORE operating Princess, Contest closes at midnight, February 25. N. Y. Morning Gaiety and V andetta or March 1922. Telegraph in Springfield, III. All photos, etc., must be mailed on before 6, February 15, 1922 First National Franchise 3

FRECKLED CYCLONE inifiiiimiii HITS THE WINDY CITY

’Twas a Great Week for First National and Marshall 44 Neilan When Penrod ” Broke Loose at Balaban & Katz’s Chicago Theatre

^iiiiiiiiiiiiiiiiiiiiiiiiiiiiuuiuiiiuiiiuiiiiiiiiiiiiiiniiiiiiiuiuuiiiijiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii!ii nnnniiimiinrainiiiniiniiiiiiiiniiiiiiinmiiniimiiniiiiniiniiimiiniiinmniiraiiranraniiiiuiniimniniiiniraniiimninn

O EVERAL thousand freckles came from Los found himself booked for dinners, department ° Angeles to Chicago last week, took the city stores, newspaper offices, etc. During the pre- “ ” by storm and won the hearts of all the resi- sentation of Penrod at the Chicago Theatre dents. “ Freckles ” conducted departments in three dif- ” The freckles were on the face of “ Freckles ferent newspapers. For the Evening Journal Barry, the youthful star of “ Penrod,” Marshall he became editor of the Journal’s children’s de- Neilan’s picturization of Booth Tarkington’s partment; for the Daily News he became chief book. This First National attraction began an mogul of a children’s scenario contest, and for indefinite run at the new Balaban & Katz Chi- the Chicago Herald-Examiner he conducted a cago Theatre, and Barry appeared in an original California orange recipe contest in which the sketch in connection with the showing. stitute Boys’ Band, some two hundred cadets housewives among the readers of this publi- “ Chicago’s Freckles ” upset some traditions in the in uniform and a detachment of mounted cation took part. Thus three of straight photo- Windy City. Never did a conquering hero re- police. largest papers carried news and “ ” ceive such a reception or receive such honors as graphs of Wesley hooking up with Penrod were bestowed on him. He marched at the head A Triumphal Entry every day for the first week he played The of a parade with a band ’n everything; his pic- Balaban & Katz Chicago Theatre. A battery of twenty cameramen including parade were tures were in the windows of all the important Stories of the reception and the news weeklies, filmed “Freckles” as he downtown carried on the front pages of all the afternoon stores; he was feted and dined, and alighted from the train. Amid the blare of lay- he was received ceremoniously by the acting “ papers with three and four column photo the band Freckles ” marched off at the head mayor of the city. outs. The fact that a movie star never before of the parade. Thousands formed on the line Chicagoans heard “ ” headed a parade in Chicago staged especially and saw Penrod every- of march to see the movie youngster and at where, and they in his or her honor made the story all the more jammed the Chicago Theatre the City Hall traffic was completely blocked “ ” desirable to the newspaper editors. to see the film and Freckles himself. And until a husky policeman threw “ Freckles ” upon the newspaper reviewer^ fell over themselves to his shoulders and carried him up to the mayor’s ” Stores in Book Tie-Up tell the world how good a picture “ Penrod is. office. Big Chicago was the first stop in a transconti- There are lamps, provided by the Rothacker Twelve of the largest department stores car- nental tour which Barry is making. will He Laboratory, lighted the entire office for the ried window displays of the Grossett & Dunlap make personal appearances in many of ti benefit of the news weekly and still camera- book of “ Penrod ” with a special Wesley large cities where the picture is being shown. men who photographed the ceremonies. Mayor Barry color jacket and illustrated with stills of He is traveling in the uniform of a cadet of the Cryer’s message from Los Angeles, together the picture. Large cut-outs and advertising United States Junior Naval Reserve, and that with the basket of oranges from the mother matter were prepared by the publishers for this organization is cooperating in the triumphal orange tree, were presented to Acting Mayor tie-up. Department stores carried advertising tour. Samuel A. Ettelson in the mayor’s private office, in the papers, crediting the picture and Upon his arrival at the Santa Fe depot in after “ Freckles ” was introduced by Col. “ Freckles.” Chicago “Freckles” was officially welcomed by William Nelson Pelouz, prominent Chicagoan A tie-up was effected with The Ad-Photo-Scope Capt. Edward E. Evers, in command of the and brother-in-law of the mayor. Projecting Machine Co.; this machine, a trifle Chicago ’ Junior Naval Reserve; the Olivet In- Immediately after his arrival “ Freckles larger than a phonograph and which ran off 200

44 ” How Chicago’s Biggest and Best Climbed Aboard the Penrod Department Stores Exploitation Band Wagon siiiiiiiiiiiuiiiiiMiiiiiminiiiiiiiiniiiiuiiiiiiiuiiiinnrauiiiiiiniiiiiiHiiiiiiiiiummimimiiiiiiiiiiiiimiiiiimiiiimnimiiinmiiiiinimimiinmmmiiiniimiin iuiiiiiiiuiiiiiiinuiiiiiiiniiniiiiuiiiniimiiiiiininniniimnminiiiiuinuiniiiiiiiiuiiiiiiiiniiiiiiiiuiuiiiiiuuiiiiiiiiuiniiimiiiiiiiiiiiiiiiiiDiiiiiiiiinniii

JJtection of the Rotlitchild CoS Display j

c Section of A.C.M Clunq'? Display Penrod

"iV^Kury

The four big window displays here rep- tation ever known in the big middle resented, featuring the famous Booth western metropolis. This is especially Tarkington boy stories from which Mar- true of the Marshall Field display, shall Neilan made his classic, constitute shown at the right. You can get the one of the most unusual feats of exploi- same cooperation in your own town.

Let’s Go Smilin’ Through Nineteen Hundred and Twenty-two ;

4 First National Franchise Semi-Monthly

The United States Junior Naval Reserve escorts Freckles in triumph from the depot to the hotel. At the right, Freckles splits one of California’s prize oranges fifty-fifty with Acting Mayor Ettleson

feet of “ Penrod ” cut-outs, was placed in the who was applauded as Wesley was Elmer Bala- lobby of the Hotel Sherman during the entire ban young son of Barney Balaban, and the sec- week, at which time the auto show convention- ond freckle-faced boy to enter was really I “Penrod” a Wonder- | ists were stopping here. This machine was kept “Freckles” himself. running from nine in the morning until twelve ful Subject, says In behalf of First National, William K. Hol- at night and advertised the theatre as well as lander, publicity representative of Balaban & the picture. Chambers Katz, acted as toastmaster. Among those pres- Among the other exploitation tunts em- ent were Max Balaban, Elmer Balaban, Harry Have just screened Marshall Neilan’s ployed were a tie-up with The Fair, a depart- | f Marx, Genevieve Harris, Evening Post; L. H. store, distributed “ Marguerite ment which 50,000 autographed | Penrod.” Words cannot express Mason, Motion Picture News; “ ” photos of Freckles advertising the picture Kemp, Moving Picture World; Arthur J. the supreme pleasure I received I “ ” | of and the book ; a tie-up with a Penrod song Lang, Cinemundial Edward Ketcham

published by Frank Egan of the Little Theatre 1 while viewing this wonderful sub- Grossett & Dunlap; Edwin Clifford, Jay M. of Los Angeles which was exploited during the Schreck and J. Ray Murray of the Exhibitors | ject. It has all the earmarks of a | second week of the run; the sale of a Wesley Herald; W. J. Veale, “Freckles” tutor; H. P. Barry doll in the department stores, and the box-office winner. Joslyn, publicity director of the Chicago First advertising of a line of “ Penrod ” boys’ clothing National Exchange; Lloyd D. Lewis, Daily in the large shops. STANLEY CHAMBERS, News; Herbert Stern, president of Balaban & Katz; Harry Katz; Irvin S. Koll, Joseph J. Mo- Then There Was a Luncheon Wichita, Kansas. roney, Evening Post; Evelyn Hunt, Fred S. I c McQuigf, Chicago American; Mrs. L. Stern Barry likewise lllltlllMHIIIIIIIIIIIUItlllllllHNIIIIIIIIIIIIIIIIIIIIIinNIItltllllUIIIIIIIIIIIIIIIIINIIIIIIimillllllMlllltllimitllltnlllllMIHIIIIIIIIIlF was the guest of honor at a and Pete Smith, who was in charge of the entire luncheon tendered to him by Associated First exploitation campaign. ” National Pictures, Inc., at the Hotel Sherman, many amusing incidents that occurred during As a souvenir of the occasion “ Freckles “ and on this occasion he made his first after-din- the production of Penrod.” He was accorded presented each guest with an autographed copy ner speech. The invited guests were representa- a rousing hand of applause which proclaimed of the “ Penrod ” book. tives of the trade and local press. that his first speech was a success. “ I don’t mind memorizing speeches,” said An amusing incident occurred when, several the Critics “ “ Praise From Freckles” but when I have to memorize them minutes after the guests had been seated and at the same time I am studying my act, I am a “ Freckles ” had not as yet put in his appear- Here is what the newspaper critics said about bit nervous for fear I will make a speech when ance, Pete Smith entered with a freckle-faced “ Freckles ” and “ Penrod.” “ I am supposed to do my act and do my act youngster. They quietly took their seats at the Herald and Examiner: His face dappled when I am supposed to make a speech.” head of the table; when the guests discovered with freckles, his voice dappled with nasal, quiz- “Freckles” also opined that he would proba- them they gave the youth a big reception. Sev- zical humor, Wesley Barry plunges with one bly never be a great movie star because he had no tral minutes later Harry Marx, managing di- gesture into the Chicago Theatre spotlight and relatives living in Chicago. Pat O’Malley, Col- rector of the Chicago Theatre, entered with an- into your hearts. His entrance comes at the leen Moore and Tom Gallery are among the other freckle-faced youngster. The two youths roaring peak of “ Penrod ” filmed miraculously favorite players who have fathers and uncles were seated together, and the newspaper folks by the one man capable of doing it from Booth living here. rubbed their eyes. Close investigation revealed Tarkington’s best story. The young Neilan star told the press about the fact that the first youth who entered and “ For the film there must be chants and

The luncheon given hy Associated First National Pictures, Inc., to Freckles at the Hotel Sherman. Elmer Balaban, freckled and redheaded like Wes himself, is seen in the left foreground, opposite the youthful star

Nine Lucky Showmen are going to win those $l-a-week jobs ! :

February 15, 1922 First National Franchise 5

waving palms and Theatre, the newest palace of the solemn thanks to the cinema Kunsky gay-hearted, mental- Chicago's Youth Compete for John H. string. ly thrusting, pep- passioned Neilan He Honor of Providing Freckles’ only of all directors Detroit Welcomes ” could have trans- Next Vehicle “ Penrod lated Tarkington’s The Detroit press, genius to the screen. with one accord, had an honest What praise for the Neil- showman Neilan is anization of the Tark- A little ashamed of i n t o n boy-classic. being an artist, a g Said the Detroit little afraid of not being a roughneck, News “ In these days of but unable to hold back the yelling art single-channel scenar- ios, ‘ Penrod ’ be that is inside him. must Quite an American regarded as a most institution, this fel- unusual picture. Wes low Neilan.” Barry, as Fenrod, The Tribune: “This makes the role an un- week’s feature at the forgettable one. “ Chicago is a wiz. A Boys who are still boys in years and boys freckled-faced genius who are past 50, will enjoy to the utmost Pen- “ stars in it; Marshall rod,” says the Free Press, with the inimitable Neilan, who knows Wesley Barry in the title role. To miss it is to how to direct, direct- miss one of the cleanest, most wholesome and ed it, displaying most enjoyable pictures of recent years. great humor and The Journal observes: “You youngsters from taste, and Booth Tarkington, who sure knows boys from the ground up, wrote the stories from which the screen version has To the Boys and Girls: been made. It’s the sort of picture old Wesley Barry and young will cry for and chuckle at from beginning to end.” Coming to See You Daily Journal: “‘Penrod’ is a happy com- The biggest piece of new* so far announced in The Chicago Daily Nows' edy of boyhood. The photoplay has preserved Scenario-Story Contest for Schools is the personal visit of the famous •’Freckles" to the students who are writing for this contest. He is in Chicago practically all of Tarkington’s shining humor. to-day and will visit Chicago school students. all Altogether the picture’s about anyone Wesley Barry, the typical 100fl» American boy of the movies, is keenly inter- could ask for.” ested In the scenario-stories submitted in this contest. After the judges have passed upon your plots, his producers want to inspect them also in the hope of Daily Evening American: “‘Penrod’ is a finding material for this brilliant little freckle-faced star. If you have written about a small boy of Wesley Barry's type, you have the added inducement of chronicle of boyhood. The glomour of noto- knowing that your scenario-story -will be read and if suitable, purchased by riety; the lure of circuses and blaring things; this screen favorite. the careless disregard of adult convention; the The most frequent comment on. Wesley Barry is that be is "all boy." He is a first-class scout. B. S. of A-. which means, if you don't already know it. that aid. map making, joy of secrets made profound by self-imposed he can swim fifty yards, signal, knows first camp cooking, can describe birds and avimalo and all the other things a full-fledged Boy trial and tribulations these and many others Scout most accomplish before he gets the coveted emblem of the first-class ; are the points touched upon by Marshall scoot. Every boy and girl In the United Statea knows Wesley BaWy. His rise to star- Neilan in his characterization of Penrod Scho- dom has left him wholesome and unspoiled. He’s "just Soy," a mischievous reputation- * The scenario-story you have written about field.” little lad for all his your boy pal will suit him. If you haven't finished It yet rush it to completion, “Hallo, Chicago!” says Freckles as he climbs for there’ are only a few days left. York Strand All Set down from the train. Above, he’s watching the New ' The Daily News Scenario-Story Contest offers you large cash prizes, distinc- tion among your schoolmates and now—the chance of joining jhe ranks of Penrod trailer on the Adphotoscope Joe Plunkett, managing director of the New Booth Tarkington. Rupert Hughes and those distinguished writers who have furnished plots for little "Dinty." When you actually see Wealey Barry, you’ll person you want as your York Strand, has been extending himself for a realise that he is “a regular feller” and exactly the boy hero. 3 to 83 are due for a lot of fun if you go to see couple of weeks, getting ready for the engage- ” Wesley Barry in ‘ Penrod.’ ment of Penrod at the big Mark house this Saturday, Feb. 11. You still Moe The contest closes at midnight, “ have time to write a acenxrio-atorjr. It must be 2.000 words And the Detroit Times declares that it of- week. As Franchise goes to press it looks as vouched for or less, legible long hand or typewritten and carries one back to it to the Scenario wholesome fun, if “ Penrod ” were due to duplicate in York by your teacher or principal. Send fers good, New WelU St, Chicago, Ilk Editor. The Daily News, 15 N. and is a relief from the deluge the sensation it caused in Chicago. boyhood days glut cinema theatres.” Following the brilliant record established in of sex plays which our “ ” going to be Chicago, “ Penrod ” moved eastward to Detroit, Looks like Penrod was THE American drama of boyhood! where it took possession of the new Capitol great

if. Ccmprt tnl iiul'scfir, THESE SALES FOR SATURDAY Our Indoor Golf School Now Open h you to play WELL. or =THF.SE SALES FOR SATURDAY". Boys and Girls Grocery Specials

Here'* Your Chance to Meet Sardines , TT. \ 2c

Grapafroh—Fancy Flor- Fotntoea—W ort* Oakota Soot* Clara, lb.. I^C ida Cnpelnut, Ihra ah la Wesley S’:""- r 27c 1 0>. hot OU Soerytr-a Lily Soda . 59c Dutch Cofler 'or Cbeetr. fancy Uoporird "'"9c "FriecKIes” Barry jjnssrs^ioc £3 ***"• 43c _ Freak Maahroom* s (the Star of “Penrod”) ch'zrz, sr 79c *1 39c

Better. Elfin Cream- From 9 to 10 A. M. to-morrow ““ •te*r wduiooi. aO- boa morning “Freckle*” will be on r4’-.“S’5sr37c ioc t lb the Fourth Floor at The Fair Seventh Floor .^0* \ to meet hit counties* friend* * \ and present them with • Sale 3600 Mens Shirts Spring' Wash Frocks \tnX \ facsimile autographed pic- \ ture of himself. Come iif jpL for Girls \ and meat “Freckle*.” igk Just arrived—a fresh shipment of AV— y the most desirable gingham frocks

2§S-t\ J for girls in sizes 6 to 14 years; they

[*% •• come in plaids and checks and are inade up in manv J r ~X~•• Very special!'

Sale Boys' at The Fair” during Penrod Week Mackinaw? Advertising Freckles’ personal appearance SOME First National Week, isn’t it? — - . H " . \

6 First National Franchise Semi-Monthly

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ETTING from ten to fifty times the value of the co-operative advertising campaigns that with the Richmond Times Dispatch and the of your money is something we’d all like have come to our attention within the last two Richmond Dispatch, the morning edition of the G weeks. Times Dispatch. to do—especially this season, when dollars fly fast but don’t go far. Harry E. Browne, the manager of the T. The Rialto Theatre at LaCrosse, Wis., in This year showmen are all scratching their & D. Theatre in San Jose, California, has exploiting “Hail the Woman” developed eight heads for new ways of making their adver- steamed the merchants of his town up to the solid newspaper pages of co-operative newspa- tising pay to a greater degree than it ever point where, as he expresses it, “they’re fight- per advertising in the LaCrosse Tribune and did before. ing to get in on local tie-ups.” Leader Press. In Stillwater, Minn., the Ma- Tell any exhibitor that he can get two pages That means that Harry has demonstrated jestic Theatre secured a double truck. of advertising, and the value of two pages, for to the San Jose business men that newspaper The unusual success of the co-operative news- the price of a quarter page or less—plus the campaigns, window tie-ups and other forms of paper advertising connected with the exploita- use of brains—and a lot of them will say you’re co-operative advertising are so profitable, that tion of “Hail the Woman” is doubtless due to crazy. he simply has to say the word, and the reply is the particular merchandising value of the tie- But it’s being done. “Let’s Go 1” up. The picture is, in many ways, a woman’s You can do it Harry’s latest feat of this kind is the page picture, and it is billed as “Thomas H. Ince’s We’ll tell you about eight or ten exhibitors of co-operative advertising based on “The sign splendid tribute to the new social and economic who have done it recently, and scored a ten- on the Door,” which you see reproduced on position of American womanhood.” strike with the idea. the opposite page. Merchants are thus able to capitalize upon The answer is—CO-OPERATIVE AD- The use of co-operative newspaper advertis- the title and the theme by making a special ap- VERTISING. ing, the exploitation on “Hail the Woman,” the peal to women, and in almost every instance the Did you ever try it? Thomas H. Ince special production which has co-operative ads which have been secured in Take a look at the single and double page been released by First National, has been found these various cities have been especially di- newspaper spreads on the opposite pages and unusually successful in various parts of the rected to women. the whole thing will be clear to you. country, and with newspapers of widely di- Eagle Grove, Iowa, is only a town of 3,500, The beauty of a cooperative advertising cam- vergent policies. but it has a live wire manager, or rather two paign in conjunction with the merchants in For the exploitation of “Hail the Woman,” live wire managers at the Princess theatre, your town is that it’s a good thing for every- at the Bijou Theatre in Richmond, Va., a double because Will Stewart, the manager, is ably as- body concerned. page co-operative newspaper smash was arranged sisted by his wife, who knows the picture game The newspaper bene- from beginning to end. The truck “ ” fits in increased adver- double on Molly 0 in conservative Connecticut The town also has tising space. some merchants who The merchants bene- see the benefit of tieing fit, because each shares SUNDAY NIGHT up with a co-operative AND MON. - TUES. - WED. in in the reader value of Palace Theatre Mabel Normand ‘Molly-O’ ad on a picture of

the big display for HOU.r-0" SUNDAES merit. which he has paid his Goldenblam Introduces the "MOLLY-O” ' 9 Arthur Cunning- — Molly-0 Hat pro rata share. ® - Mmm KAII- « ® ham, publicity direc- "MOLLY-O The theatre cashes - tor from the Des —$1. 95 VICTOR RECORD AND SHEET MUSIC in on its own and the Moines office of First cumulative value of ® PIERCE National, with the as- ®:-:PALACE:-: C. L. & CO. GOLDENBLUM MILLINERY CO. everybody else’s adver- sistance of Manager Sunday Night, Mon. -Tues. - Wed. The Greatest Photo play of the Year tising. Stewart was soon able And the community MACK SENNETTS HEAR Mabel to line up a double ®"M^0" "Molly-O" mur-o’ Normand is stimulated to a ® ® page ad with the Eagle Wrist Watch c/MOLLY O" healthy and active in- POMPS Grove merchants in MABEL NORMAND MARLOW’S "MOLLY-O" terest in all the leading No Profit Sale Music Department connection with the Drives a Buick Sedan business enterprises 8-Big Reels of Joy-8 showing of “Hail the within its limits. All Songs Woman.” By co-operation on A. H. Enoch Quilt; JruhrKUn 25c Copy Merchants were so- the question of ex- licited who had goods pense, the business that . C. A. BENCE would appeal to men of the town re- Molly-O” ROBIN’S the women trade and “Molly-O” ® alize advertising divi- @ Fur Coats Dress Goods Store that could be easily dends on a small indi- 0SES_ tied "MOLLY-O" up with the title. that \^ vidual investment Cm fWm * In addition to using "Molly-O" "Molly-O" ® would otherwise be be- this double page ad, their wildest Set ll WM /?Xn- New Britain Clothing & HATS, GLOVES yond $1.98 $1.25 Mr. Stewart also Volz Floral Co. Dry Goods Store, Inc. and STOCKINGS dreams. thoroughly litho- Can Bf Purchased Here MOLLYXT WtOULS graphed the town and 7“ Who’s Done It 1 put out a liberal sup- GHtflr! HtUImcf0 ffo And How 83.90 ply of heralds. He

Let’s look into some ( Continued on p. 18) A four-page spread—just one-half of the Co-operation La Crosse merchants gave The Rivoli

Gibson’s THE WOMAN. ' Flowers Delight Women * Coete. Suita, Dreenee, ’ Dainty Women SUrta. BatS Kobe*. S.».lcr,.S(fc Watat, limbo Work. WHO. DRIVES. The Modem Woman . J Every. Woman aft WauOnyia, Cm? POLAR bear Hail The Woman The Modern Woman Is N^rAic gHpSS Always WeH Dressed SPRING Wdh.uppSr.ag.G^'^ Hall . Prices gigs MILLINERY Quick Meal ESKIMO' fe.— dMERICEY Mother’s Bread ftasss: 0m layeilUl / 7WOnmcrOutSae tklt* V -i Advartte A FUSE.NAMfLI}AN£a La Crosse Floral Co. RffOU BOJIT SHOP Spring - v FML fT Stylet Etelnfy Women r-S r5 .*>•» Bum Owwrtv& • Hoiistvrives « Smn. Oo!. *'»n. ; THEY 'A.RE HERE Ml O’nut, BUetrt Shgp frtA Kroner • The Women .5 Vs?' I Erickson Baking Co. : M. ii Ti Will Enjoy e-mi- » ÂjIDKNÔL^t isooaund Ay Women Home Irons the ^ *ND or "-’ .»• Me u Are Free Theatre Dare* 4 .SCSS- IsEcggg la • Taxi SI Linker ELIZABETH ARDeN’ TheHome-- Vow F AJTEIMAN Êfficiency Electric Ma |0.U I***. is As fUsr, IW> WatcioMTi TOILET Co. CVRTAIA5 .J DRAPERIES WATER ABC Washer.' W,X„ it Yomf Set-rue New Dairy Lunch — I*bberd ... DONT. FORGET OajaadNitM 1 " r.Iw ue" ..r Eureka Cleaner Hid to tte Women A GIFT SHE WILL APPRECIATE REMEMBER Ci if » li» Pud. <^RAMfE TtofUae Bmrreri Utth Velvo RUGS 1 La Crewe TfxiCo. 29B , SWEETS Tbii l* a Wmian’i Store “EUREKA?* practical njiwmwe /IMERICFV ^ êJ,Uej_Ceo J9*r—inWunfttnif > , Vacuum Cleonr * OioKI by V'do*, WHITMA«rT!.- FOR A FREE DEMONSTRATION \:-i W MA SH AK A SON_^ Odin J. Oyen Jk ~MRS L- a aOELL PRISE Dana CUt Shop »mmOWBJil)S.4 PRIiBSv. . CANDr CO II — r

There's $300 for the three noisiest displays on “ The Silent Call” February 15, 1922 First National Franchise 7

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HESE four illustrations, selected from a score of sheets sent cost, to market their own products. Also it gives the town an T in from various parts of the country, should prove an in- air of prosperity that is bound to induce confidence. The same spiration to exhibitors who feel that advertising rates are too thing applies to that “ Mother o’ Mine ” week from Tarkio, high for them to undertake big space on pictures. Take that Missouri, the double truck on “ Habit ” from Bevier, Mis- double spread on “ Hail the Woman,” at the top. It comes souri, and “ The Sign on the Door ” flash from San Jose, Calif. from Eagle Grove, Iowa, and not only puts the picture over Incidentally, you will notice the T. and D. publicity man sold big, but gives the merchants an opportunity, at slight pro rata the merchants strongly to the title of the picture.

Nothing succeeds like a First National attraction ,

8 First National Franchise Semi-Monthly “Stardust” Sweeping Across Country Like a Comet

iiiumimmniiiiituiitiiniiiuMiuiiiiiiiiiiiiitmnnfrs iiCTARDUST,” the best of all Hope Hampton productions and the picture that has attracted more attention in the press of the coun- A great, gripping, I human story trans- | try than any released in the last year, is having sensational success all formed into life it- | over the land. self by way of the | are praising it. screen. There is not | Exhibitors a single dull moment | Reviewers rave about it. in this great motion | Box offices back them up. picture drama, which | offices not getting healthier with “ Stardust,” you would ranks with the best | If the box were film productions of § hardly see men like Guy Wonders, of the Rivoli, Baltimore, reporting a recent times. sell-out and advising all Franchise holders to book it at once. Nor would —Charlotte James B. Clark and Harry Davis, of Pittsburgh; W. C. Patterson, of (N. C.) Observer. | Atlanta; J. J. McGuinness, general manager for Nate Gordon; and Col. Fred Levy, of Louisville, send in similar congratulatory messages. Overflow crowds Capacity business has been the rule with the picture, and managers have have attended the gotten behind it with vigor. Joe Plunkett, of the New York Strand, performances and during the he ran the picture, because Miss received the picture abandoned his prologue week with great favor. Hampton personally appeared at the theatre and roused the audiences to Intensely pleasing. great enthusiasm. —Detroit Times. In lieu of a prologue, Plunkett played strong on the great railroad wreck scene, the reproduction in the center of the page being that of a Miss Hampton dis- circular he sent to every railroad man in the New York territory. plays splendid abU- at the Rivoli, advertised the picture heavily in the news- ity. In scenes where Guy Wonders, genuine dramatic ex- papers, a sample of his copy being shown at the bottom of this page. pression are de- That book idea is from the Rivoli, at Portland, Oregon, and was used manded she rises to the occasion admir- for advance advertising. The book was made of cardboard, was seven ably. feet in height, and, with a big basket of flowers at either side, made —N. Y. Mail. an attractive lobby display. t The audience ap- “Stardust” is a pic- plauded wildly. Miss f ture that suggests a Hampton the attrac- | tion with a east that | multitude of exploita- could not be im- | tion ideas, in addition proved upon. The Greatest Railroad Smashup! to the many that are —N. Y. Evening I outlined in the press IMPORTANT NOTICE! World. | * * * sheet, and not the least

The most thrilling | of these is the $5,000 train wreck you ever | prize offer for the best „HE Greatest Railroad saw—such a mag- | answer to the question nificent wreck with | Smashup that has ever “ || real trains in a head- 1 whether Stardust ” is on smash-up. happened was photo- better as a picture or news columns of news- -•IIIIIIIMiminiMIIIIIIIIHIIIIIIIIIIIIIIIIIMIMIIIIIimiHllli: h graphed ! . You as a —N. Y. Times. \ as a book. There has papers all over the na- * * | Miss Hampton’s f * | been widespread in- railroad man should see it, because tion. You should, by | work is superb, the | Hope Hampton | terest in this question, you will probably never see any- now, have received the | best she has ever | plays with a sim- 1 done. remarkable and there is special press sheet on | A 1 plicity and repres- no reason thing like it agam. This wonderful | | cast supports her. why you should not this prize offer; but if § sion that establishes i scene will be shown six times daily her right to stardom. I —Louisville Times. I | cash in on the publicity you have lost or mis- * * * at The Mark Strand | —N. Y. Telegraph. | that has been given to laid it, ask your near- " Broadway and | America’s most | THEATRE, 47th est exchange for a the controversy in the 1 entrancing picture, 1 Street, beginning Sunday, Feb. 5, copy. It looks like a | unusually appealing. | The audiences were for one week only. It is one of real opportunity for | | swayed to laughter the great scenes you to get your town m the photoplay | and tears. No lover interested in the pic- of s c r e n drama I City Hall Plaza "STARDUST,” based on Fannie | should miss it. ture and to try for the | Hurst’s great story. cash prizes that the | —Louisville Herald. RIV0L1 * * * producer is offering. 1 A delightful photoplay. cast is | The | excellent.

I —Motion Picture News. Let these be Your Guide— * * » picture, if | A good not a great picture. GORDON’S BOSTON NEW KENTUCKY, LOUIS- | OLYMPIA: VILLE: I You will enjoy it. | Holds the interest Hope Hampton and her picture We are perfectly delighted with I every minute. Miss Hampton makes Lily "Stardust,” went over big. Turned the business we have been doing on | § a real person. She them at all performances at away "Stardust,” each day has been bet- I gives a perfect per- Gordon Washington Street Theatre. ter than the previous one and yes- | formance. Has proved great box office attrac- terday was the best this zveek. Hold- | —N. y. Tribune. tion. Franchise holders can look ing over for second zveek. * « * forward to turn azvay business when excellent pic- COL. FRED LEVY. | An it plays in their theatres. I ture from every an* I gle, well acted, Well J. J. McGUINNESS, Gen. Mgr. directed. It should GRAND O. H., PITTSBURGH: 1 I prove a big box office attraction. "Stardust” proved an exceptional | tAMNl RIVOLI, BALTIMORE: attraction. Turned them azvay at I —Exhibitors’ " I Herald. ’* Stardust ” just finished phe- every evening performance. Crowds Drama of Broadway’s Bubbles and Dregs A nomenal week's business at the enthusiastic —told from the heart of a woman over Hope Hampton. A | The popular angle play that find* human try in (he «h»daw» and reveal* girl who rebelled again Rivoli, turning them azvay at every A % picture on which every exhibitor has been so well love and the dradtlaa which wifehood imposed. It’* eoul- Marching I | tn*a to real Ufa a* i* Fannie Hunt** novel night Last night A* which aoggeatad it! performance. of should cash in big. | pointed the picture week’s engagement box offices | will undoubtedly en- JAS. B. CLARK. joy great success. HOPE HAMPTON stopped selling tickets at seven- I Will Appear I —Moving Picture forty-five and hundreds zvere turned World. away. Compelled to call extra METROPOLITAN, IN PERSON for * * * MONDAY. TUESDAY AND WEDNESDAY police to turn away those zvaiting in ATLANTA: At th* Performance* Beglaaiag One of the season’s line for a block and a half at both “ Stardust ” zvas receiz-ed most | At 3, 7.30 and 9-30 | fine contributions to box offices. It is a box office attrac- favorably by press and public. Our 1 the screen. OTHER FEATURES LARRY SKMOS COMEDY—-THE SAWMILL- tion every franchise holder should business improved last week, which —Exhibitors’ | FEN WICK NEWELL, LYRIC TENOR TOPICAL REVIEW IN PATHS COLOR FELICE IULA. Contacting THE RIVOLI SUPERB SYMPHONY ORCHESTRA lose no time in booking. indicates that picture pleased. Trade Review. 2 = GUY L. WONDERS. W. C. PATTERSON. SHiiiiiiiiiHimiiiiiiiiimiumiiuiiiiimiiiimtitiiwni

The only snow in Southern California is on the peaks. Let’s Go February 15, 1922 First National Franchise 9 Not That “Tollable David’” Needs Boosting, But Just to Show What Can be Done With it

P to now, the verdict seems to be unani- mous that “ Tol’able David ” is one of U pictures that may be termed those exhibitors “ epochal.” Critics, audiences and PL-ACE' are united in praising the picture as one of the greatest ever made, and its fame is quite generally known wherever pictures are shown. But exploitation never hurt any show, and on this theory the clever showmen of the country are going right ahead devising striking methods of advertising Dick Barthelmess and his splendid vehicles. Out of a constantly growing pyramid of publicity that is pouring * 1; i'i.fHHBfpm office of Franchise, three samples n into the | have been selected for this issue. ! The upper one, at the right, shows the Ii'\i Brooklyn Strand quartet and the specially built | set that Ed Hyman used in his prologue. At 5= its f the bottom is a striking banner that spread m message across the front of the Broadway theatre in New York, being visible a block away. The ad reproduction is from Omaha, where the Rialto made one drawing do double service. It was first run as a regular ad and, then, after the critics had seen the picture, a

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opening shots of the film so carefully that the Barbian Forced to “David” change from one to the other was hardly no- Hold ticeable. Over Four Davs In fact the prologue actors really started off j the film story, allowing the screen to carry it D space totalling 350* inches, used over a out. The process was developed through a A period of ten days, and the accidental dis- combination of stage and lighting tricks which covery of a member of the Barthelmess cast, affected a synchronization. figured in a run of eleven days for “ Tol’able In the prologue a stage set redolent of the David” at the C. A. Barbian’s Waldorf the- southern mountain tier was utilized, showing atre, in Akron, O. The picture, which Barbian a cut-out Dixie type store with verandah. advertised to his public as “ one of the three Members of the quartet appeared in planter best pictures of the year,” was booked for seven costume. They sang first “ A Little Close Har- days, and then re-booked for four more. It is mony,” which is a group of southern rural the only picture that has run longer than a week, ballads. They then sang Maley’s, “ A Little he says, in many moons. Town Nearby.” Barbian gives the picture every credit for In the final chorus a fine scrim fell, leaving holding up, but also attributed some of the suc- them as if in twilight, and immediately the cess to his discovery that Walter P. Lewis, who opening scenes of the film appeared upon the plays one of the hated Hatburns in the picture, scrim, the quartet continuing to sing the sen- was in his audience one day near the end of timental bars anent home. The singers were the first week’s run. Lewis, owing to illness, in the melody when shots of a family grouped had not seen the picture, and, incidentally, had about a fireplace were shown. The figures of retired from work on stage and studio. He is the quartet finally faded away as the song con- the son-in-law of a prominent clergyman in a cluded. The screen then fell, carrying forward suburb of Akron, and declined, at first, to make the story of the picture, which had started a personal appearance. Barbian won out, how- projection upon the scrim. ever.

portion of one of the reviews was pasted across the ad and a new cut made. Opening scenes of ‘‘Tol’able David” were made to “ talk ” at the Brooklyn Mark Strand when Managing Director Hyman, through the use of musical and electrical stage appliances used an atmospheric prologue and the actual

Censors are like Indians—the only good ones are dead ones :

10 First National Franchise Semi-Monthly

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I Here is Mabel Normand’s own Statement on the Taylor Case

The way the sensational nczvspapers have dragged this innocent star's name into this scandal is a shame and we believe every exhibitor 1 should in sympathy and fairness to her, to his all the at his to | , go newspapers and use influence command stop a slander that is besmirching | a guiltless woman's name and injuring the industry in which all earn our livelihoods. | we t —Eddie Franchise.

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WILL talk freely to you. I will tell you everything I know about late; don’t deposit them each week. It was so in this case. I the terrible case and I ask only one thing in return. Print truth- At the bank I ’phoned home to my maid, who told me that Mr. Taylor fully what I say. So much that is untrue has been printed about me. had called said for up ; she he mentioned having a book me. I left the There is no secret about any phase of my relations with Mr. Taylor. bank, bought five cents worth of peanuts from a man on the corner, sev- My letters to him— I would gladly set them before the world if the eral magazines and stepped into my limousine. authorities care to do that. I have nothing to conceal. I have been I then directed William, my chauffeur, to drive to Mr. Taylor’s home. charged with trying to recover those letters, with trying to conceal them. I arrived, went up on the porch and the door was opened by Mr. Taylor’s That is silly. If those letters are printed you will see that they are, valet, Henry Peavey. I saw Mr. Taylor inside talking on the ’phone, most of them, casually expressing the jesting spirit that characterized and when Henry asked me to step in I refrained because I didn’t want our relations. We teased each other and made fun of each other a to eavesdrop on his conversation. Then Henry went inside and told Mr. great deal. We did that continually on the night before he was murdered Taylor I was there. At once he said good-bye, hung up the ’phone and when I dropped in for a few minutes to see him. came, forward to greet me. He said he knew I hadn’t come to see him at I would sign the letter with a little sketch of mj'self or by drawing a all, but just had come after the book. * * daffodil. You know the daffodils, those funny little comic figures? Or * he would write to me about books. I just want to show you some of HE book was “ Rosmundy,” by Ethel M. Dell. It was not a copy the books he gave me. T of one of Freud’s works, as has been said. I read Freud and (Miss Normand rose and picked up a costly illustrated volume descrip- Nietszche long before I met Mr. Taylor. tive of the Russian ballet. Then another large book describing dress For some time Mr. Taylor and I spoofed each other in our usual way, throughout the ages.) while Henry worked about the back part of the house. I looked about * * * ^ and said the place had changed since I saw it last. I noticed he had a SHOULD like to deny a number of things that have been charged piano and victrola. I told him he was getting altogether too rich. I against me, Miss Normand continued. Then we discussed books. We discussed “ Three Soldiers,” a book by First, that I told someone I expected to marry Mr. Taylor. That I that Chicago newspaper man, John Dos Passos. He had read it only never said. Secondly, that I war with him on New Year’s Eve at the recently and was much interested, and several other new' books came Ambassador Hotel and that we quarrelled afterward. into the discussion. On New Year’s Eve I was at the Alexandria Hotel with Mr. and Mrs. When Henry Peavey entered I stared at him in amusement. I stared Mahlon Hamilton. I did not see Mr. Taylor that night. I never quar- at his curious attire. He wore green golf stockings, yellow' knickers and relled w ith him and he did not return any -jewelry to me. a dark coat. He left by the front door, smiling broadly and saying Then there’s the story of the nightdress found in Mr. Taylor’s apart- good night to me and Mr. Taylor. The way he said it —he’s a funny ment. It is cruel for anyone to insinuate that it belonged to me. The colored boy with lots of mannerisms—made me smile. initials which were found on it refute that. The night of Mr. Taylor’s When Henry had gone, I asked Mr. Taylor why he didn’t get him a death w as the only time I was ever alone with him in his house. set of golf sticks, then he’d be all set up. • * * * Mr. Taylor’s face grew serious then, and he discussed Henry at some T has been said that check stubs found on Mr. Taylor’s desk and length, telling me how Henry had been arrested a short time before, and I the fact that he had drawn some money from the bank just before how he had gone down to see the judge about the vagrancy charge. And he was killed would indicate that perhaps some one was trying to black- how he had put up a bond of $200, to secure Henry’s release. * * * mail him. I don’t believe it. He had his check book out that night and was going over his checks for one reason only. HEN the talk turned to dinner, and Mr. Taylor tried to persuade Ever since Sands, his former butler, had forged his name Mr. Taylor W me to stay, saying that he had my favorite dessert, rice pudding. had examined every voucher that came in carefully. He told me he But I declined, for I had to work the next morning and it is my custom could hardly tell Sand’s forgeries from his own signatures and he was to retire early whenever I have work ahead. afraid that the swindling was going on all along. We stepped out on the porch and walked down the pathway toward On the night of the murder, contrary to w'hat has been said, he was in my car. At the car he saw the magazines I had bought. One magazine excellent spirits. During the time I was with him I heard no sound w’as the Police Gazette, and he started to tease me about it. I told him that would indicate that any one was hiding in the house, anyone who that I had bought it with a number of other illustrated magazines simply might have stepped out and killed him after I left. to look over the pictures. * * * His parting remark was about calling me up an hour later concerning UT I will go back to the first part of that story of our last evening the book he had given me. He was curious to know' whether I would B and give it to you all in detail like it.

r “ ” In the afternoon I w ent to a jewelry store to have initials placed on a He waved Good-by and I saw him start back toward the house. vanity bag of mine. Then I went to the bank to deposit some checks. The next morning Edna Purviance called up and told me that he was I’m rather careless about money, and sometimes I let my checks accumu- dead, and that is all I know. Coffin Does His Bit For Mabel—\ou Do \ ours

E. R. Coffin, director of publicity at the and sorrows, his innermost secrets, his faults Purviance—have been subjected to this piti- Omaha First National Exchange, wrote a caustic and friendships, that we may blame the in- less publicity, merely because they were friends of his. This surely letter of protest to the newspapers in his terri- dustry of which he was a part. was thoughtless this unfortunate man been a plum- of them. They shouldn’t be allowed to have tory to counteract the evil propaganda anent the Had ber, a butcher or a merchant, we would have friends. Taylor case. FI ere is the letter he wrote and, probably only read that he had been brutally Then we discover that Taylor was work- with slight changes, it can be localized by you. murdered—shot in the back—assailant un- ing under an assumed name! Horrors! Isn’t Sign your name to it and send it to your editor: known. But, no! He was connected with the that terrible? How many of our celebrated “ ” Bring the scandal caldron, and authors, actors, directors, etc., use nom de Omaha, February 7. movies! on let us start it seething!. His loves, his past plumes for various reasons? Our own dear To the Editor of the World-Herald: and his very friendships are open to the Mark Twain wasn’t Mark Twain at all! And Isn’t this delicious? The world is gloating public gaze—for he is dead and defenseless. there was a divorce once in Taylor’s life! over another “movie scandal!” The public, By all means, let us expose his feminine Fine! First divorce we have heard of in a hungry for sensation, is being fed column friends! There is little Mabel Normand, the long time. How original! after column of nasty innuendos by the press girl whose honest and untiring efforts have Remember all the publicity the papers of the country, and all because of what? For brought her the love of millions. But what gave the Arbuckle affair? How many now the simple reason that a hitherto highly re- has she done? Why, she was his friend! stop to think of the fact that very shortly spected citizen was foully murdered, and be- Isn’t that enough? It is even reported that after that lamentable affair an Omaha girl cause that gentleman chanced to be a dweller she called at his home to borrow a book the died under very similar circumstances, but in the motion picture colony in Hollywood. day before the tragedy occurred. And—aha! there seemed to be no so-called “ movie ” What is it all about, anyway? A mere mur- Here is another choice morsel: She is said stars present, so the scandal was short lived der story. And because this was a to have been at one time engaged to him. and of only passing interest. man ” genius of the screened drama, we needs must “ If this were so, it were a grievous fault! We must have our little movie scandal. have bared to our greedy gaze all his joys Others—Mary Miles Minter and Edna E R. COFFIN. Do your part in offsetting Slanderers of the Industry February 15 19 22 First National Franchise 11 Pack in Full Cry for “The Silent Call” Prize Money

HETHER or attractions. not the pub- In addition to the W lication o f publicity he obtained Paul Noble’s cam- through this contest paign had any- Stolte used big ad- thing to do with it, vertising space on the the material on ex- picture, the result be- ploitation of “ The ing a new Saturday Silent Call ” ha„ attendance record at shown a decided in- the theatre. crease. Another Iowan also The pack is in full is to the front with a cry after Noble and bid for part of that the prize money that exploitation money. is being offered for He is Raymond Koch, the three best cam- manager of the Pal- paigns used in put- ace, at Cedar Rapids, ting the picture over. who reports a splen- They can use that did business with $150, or the $100 or “ The Silent Call ” as the $50. So could you. the result of the im- The mail brings to pressive exploitation light an extraordi- he gave to the pro- nary campaign that duction. A photo resulted in record of his lobby display business for the picture at the Des Moines the- is shown at the top of the page. atre, Des Moines, Iowa. Using gigantic heads of Strongheart, “ ” Do You Want a Free Ticket to See “Strongheart?” After seeing The Silent Call screened, star of the picture, painted on canvas, Do you want a free ticket to see 'Strongheart." the most wonderful dog in pictures? canine Arthur G. Stolte, managing director of the Des All you have to do. boys and girls, is to make, after looking at the above picture, a display which drawing of "Strongheart." Manager Koch arranged a lobby Moines, felt that For .he beat drawing. Mr. A G Stolte of the De« Moines theater will pav you here was a picture which TWENTY-FIVE DOLLARS! even commanded the attention of the news- could be made to appeal strongly to the chil- For the second-best, he will pay TEN' DOLLARS For the third best. FIVE DOLLARS. papers in his city. Large heads of the dogs dren, inasmuch as exploitation the And to EVERY CHILD WHO SENDS IN A DRAWING a free ticket to sec “Strong would make heart" m "The Silent Call" will be given. were used in each side of the lobby, these heads dog, Strongheart, a hero to the youngsters. ALL YOU HAVE TO DO IS SEND IN A DRAWINQ OF STRONGHEART and send it to The Evening Tnbunc illuminated by electric lights. The sides of With this idea in Address it to "Strongheart. care The Evening Tribune mind, he planned his ex- And send it RIGHT AWAY the lobby and the box office were camouflaged ploitation, The contest closes Tuesday, Jan 10 and as the first link in it, made a Judges w ill be announced later to represent a log cabin. The contest is open only to boys and girls 14 years old or younger No one over 14 tie-up with the Des Moines Tribune to con- The head of the great Belgian police dog, duct a drawing contest, offering cash prizes and half wolf, in gigantic proportions, looms from tickets for the best reproduction of Strong- Dog Movie Actor Nabs Cattle Rustler the Palace sign. His keen eyes peer at thea- heart’s head, drawn by a child fourteen years tre goers from below the box office. old or under. First prize was second $25, $10 J. G. Craite, of the Majestic, at Rice Lake, and third $5. Jn addition, a free ticket was Wisconsin, used a street ballyhoo as his main offered to every child who submitted a draw- stunt. Procuring a real wolf, he put the ani- ing. The first prize winner and some samples mal in a cage on runners and this, drawn by are shown below. a horse, was paraded around the town. Two The result was that more than 2,000 children styles of three sheet posters, with the name of submitted drawings and Stolte took care the theatre sniped on them, were mounted on of them at a special matinee, given Saturday top of the cage. When the cage sleigh was morning at 10.30 o’clock. not on parade it stood in front of the theatre. The extent of the publicity accorded the con- Mr. Craite says the weather during the run of test by the newspaper is indicated by the illus- the picture never was above 18 degrees below tration in the center, a reproduction of a 3-col. zero, but that he did a good business with it. layout. In the lower center are reproduced both These several methods give you some idea of sides of the coupon given to the children, one what the boys are doing with “ The Silent being a pass, the other announcing two future Call.’’ They are after that prize money. If you want some of it, GET BUSY. The contest closes March 15.

t“ vtSrXzs “THE SILENT CALL” THE UNUSUAL PHOTOPLAY FEATURING “STRONGHEART”— -The Wonder Dog AND A GOOD SUPPORTING CAST THE DES MOINES THEATRE Saturday Morning, January 14th, Ten O’Clock

years Bring this ticket with you. Admit* you FREE under 14 of age

THE FIRST NATIONAL ATTRACTION

COMING - Sunday), January 15th COMING - Sunday), January 29th THE

The photoplay that bring* the joy of living, the happines* music of j^CKlf “MOLLYO” JHI

Human as humanity itselffeaturing the charming MABEL NORMAND Boy"

Here is the picture that Will please everyone. Just a picture that bubbles vOer with lovliness, Father, Mother and the Children Grandad and delightful aud entertaining. Remember "Peck's

Grandmother too. Bod Boy”? This is better.

Book Buster Keatons and the world laughs with you —— :

12 First National Franchise Semi-Monthly

Counting Up After the Last Show

y'J ssismsmsf

SELECT YOUR PICTURES Ever Hear of Perry, Ihe Swell Circle Theatre of Indianapolis Is the Iowa ? Home of First National Pictures at Indianaoohs AYBE you folks in THE REX IS THE HOME OF FIRST NATIONAL AT M Alabama and PERRY Maine and Washington never have, but the home SELECT YOUR PICTURES office boys know Perry The Strand and Capitol pretty well, because it’s Theatres of New York Are where J. C. Collins and the Homes First of Nation- the Rex al Pictures at New Y'ork Theatre are to THE REX IS THE HOME be found. OF FIRST NATIONAL AT PERRY J. C. Collins is one of those men who prove the statement that the SELECT YOUR PICTURES small town often- pro- Ine Fme Newman Thea- duces the livest show- tre of Kansas City I> the Home of First National men. He’s just that Pietures at Kansas City kind. He was a dele- THE REX IS THE HOME gate to the Chicago Get FIRST NATIONAL AT PERRY Together last October, and this is what he has SELECT YOUR PICTURES to say about the year The Strand and Rialto that is still largely ahead Theatres of Omaha Are of us the Homes of .First Na- “ tional Pictures at Omaha I think the greatest - THE REX IS THE achievements of Associ- The latest word in rest rooms for the ladies is illustrated here; the original is in John Kunsky’s HOME OF FIRST NA- ated First National' of TIONAL AT PERRY new Capitol Theatre in Detroit, which opened last month, and is conceded to be one of the 1921 were the Get To- gether meetings, both classiest houses between the two oceans national and local which will benefit us most in 1922. They have not only educated the franchise holder, but they have given him a show that Associated First National is the vision is bright and clear. “ Rex ” stands for better understanding of his own company. greatest organization of the entire industry. King, and here’s hoping the Rex Theatre is They have also the showed officers, directors “ I think the small town exhibitor should king of Perry entertainments for a long time and local branch managers the needs of the try to educate his patrons on First National. to come. franchise holders more than anything else I am enclosing a few clippings from my could have done. newspaoer ads, which is one of the stunts I “ It Never Happened Before In regard to our productions, we all know use, and I believe has brought results.” that most of them have been the best of our Any small town exhibitor can use such OT at the Best Theatre in Parsons, Kan- programs, the this, teasers, N sas, anyhow. Nothing ever played there and public is awakening more copy as either as independent or “ ” and more every day to the fact that a First as a subordinate unit in his attraction adver- four days. Until Molly O came along. National means the best in pictures. There- tising. That made it different. When it opened the first night, the Feess Brothers, fore, with the eliminating of a few lemons of Come again, J. C. We always like to hear who run the 1921, there is no reason why 1922 should not from you. Your ideas are snappy and your theatre, found every seat filled twenty-five minutes after the doors were opened. The picture pleased 100 per cent. The Cut-Out In A Portland, Ore., Theatre “ You’ll not go wrong by booking this picture,” they wrote after one day’s business.

Can She Coine Back? WeTl Say So!

HIS is another good one on “ Molly O.” T She (or it) opened at the Madison, De- troit, some time ago and played to such crowds that it was decided to re-book. No picture has ever come back to the Madison since Columbus discovered Columbus Circle, but “ Molly O ” did. And not only came back, but played to more money the first night of the second engagement than on the opening night of the first. In spite of a drizzling rain, there were crowds outside the theatre on the sidewalk all the evening, waiting for their turn. What’s the use? It’s a knockout.

Can Yon Stand Another?

HREE is a lucky number, so we’ll bat T out a third, and last (for this issue) on the achievements of “ Molly O.” After that we’ll change the subject. New Britain, Conn,, has the “Molly O” fever. This six-cylinder racer went into the Palace Theatre in that town, accompanied by a big two-page co-operative ad. in the Illuminating a twenty-four sheet cut-out with 503-watt electric lamps is one of Frank A. Lacey’s newspapers. Evidently New Britain had bright ideas. It proved to be a brilliant—we mean the idea, not the light. Portlanders came to never seen any such display since Armis- it like moths to a flame tice Day, because it seemed to pull people up

If FIRST NATIONAL WEEK doesn’t pay yon, look yourself over —

February 15, 1922 First National Franchise 13

IIIIIIIIIIHIIIIIIIHIIIIIIHIIIIIIIIIIIIIIIIIIIIIIIIIIIIIMItllllllltllllllllllllllllllllllllJllllllllllllllllllltlllllllllMIIHIIIIIIIIIIIIIIII by the roots and transplant them to the Pal- IIIIIIIIIIIIIIIIIMIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIHIIIIIIIIIIIIIIIMIIIIIHIIIIIIIIIMIIIIII 1111111111111111111111111111*1111111111111111111 ace Theatre. The picture opened February 5. Sunday was capacity. Monday was very big, both A Buckeye That Hits the Bullseye matinee and night. “ Due to the wonderful advertising possi- exhibitor as a rule reaps his har- bilities of this picture,” writes C. G. Barrett, While the and Spring, Summer manager of the theatre, “backed up by a vest in Autumn, Winter “ ” opposite double page ad on Saturday, this picture will being a dull period, it is just the Summertime is draw the best business we have done in some wth Decker and his assocates. their time. time. Our Saturday ad is the biggest thing small summering places outly Ver- we have ever done in that line.” Numerous milion and daily during the summer season— Now we’ll see if we can keep from mentioning evenings Vermilion is “ Molly O ” on this page again. and particularly in the — filled with strangers. 44 ” The Liberty Theatre offers the popular diver- Say It With Flowers sion. TIE-UP with a florist featured the ex- And, if it happens to be showing a First Na- “ A ploitation of Wedding Bells,” a First tional, the Liberty does the business. Decker National attraction starring Constance Tal- admits it. madge, when it played the Garden theatre in Decker is a native of Vermilion. Like George Council Bluffs, la. Schade, of the Schade theatre, Sandusky, he Hyman Levy, the proprietor of the house, J. used to be in the coal and builders’ supply busi- arranged with the local florist to prepare a ness. The motion picture theatre business proved flower bell of considerable magnitude, and Charles F. Decker more attractive, and he got into it. suspended it in the lobby of the theatre. The “And I’ve never been sorry,” Decker says. decoration bore the name of the florist and HREE business men took over a building “ always the famous phrase, Say It With Flowers.” that had been used as a clothing store in Like Schade, too, Decker has been T him, both Nearly everybody in town went to see the Vermilion, Ohio, a year and a half ago. highly regarded by those who know served a bell —as a result of the discussion it evoked They decided that ready-made entertainment as business man and citizen. He has as as a mem- and remained to see the picture. would pay better than ready-made clothing—so member of the Vermilion council and the Vermilion board of trustees of public they engaged an architect and went to it. ber of ” affairs. 44 Special College Night The result was the Liberty Theatre—in the words of Charles F. Decker, secretary and treas- IOUX CITY, IA., is a college town; urer of the company and manager of the thea- S Morningside college is there. So when tre—“ one of the finest little picture theatres in “Two Minutes To Go,” a First National at- northern Ohio.” traction starring Charles Ray, was booked, The house was remodeled from back to front, a special college night was announced. So fireproofed from top to bottom, and equipped the rah-rah boys many outsidere came that with everything a modern theatre needs—includ- and girls had a hard time getting in. They ing a First National franchise. they the welkin got in, however, and made Which is one reason why you never hear and other things ring with their cheers as Charlie or any of his associates complaining they became stirred up by the thrills in the about “ bum business.” Charlie’s partners, by picture. If Mr. Exhibitor don’t happen to be the way, are H. B. Kishman and J. A. Hunter, in a college town it is entirely likely that the both successful business men in the lake-shore high school has a football team . community.

New House in Lexington, Ky. HE filing of articles of incorporation for T two important companies in Louisville ald, rigged three 500-watt electric flood lamps to appear grim and sordid has by skillful direct- marks a notable addition to the motion pic- in front so that the rays illuminated the cut- ing and skillful acting, been made bright and ture interests of Kentucky, and the building out with a flare of colored light. wholesome and impresses upon the minds of of a theatre in Lexington which will be one As most of Portlanders, going to the thea- those who see it a lesson never to be forgotten. of the handsomest picture houses in the tre district, pass down Washington street, Owing to adverse weather conditions I made South. they were stopped by the large illuminated no money on the picture but certainly gained a It means also a fine addition to the ever head of Miss MacDonald before they reached lot of publicity as people are still talking about increasing First National family. other showhouses. it and many have thanked me for giving them, as company was The Lafayette Amusement they say, the best picture they ever saw. incorporated here with $250,000 capital stock. 44 ” J. A. MORTON, It is building the new Lafayette Theatre in A Real Tribute to Mother o’ Mine Lexington, near the New Lafayette hotel. Gettysburg, S. D. to opportunity to express The incorporators are: I wish take this my appreciation of your picture, “ Mother o’ Mine,” First Preferred stock: Louis De Cognets, which judged from the standpoint of humanness Who’s the Author of This Idea? George K. Graves and Charles N. Manning, and popular appeal I consider it the greatest all of Lexington, 250 shares each; second picture I have ever viewed. LEVELAND, O., exhibitors are after preferred stock, David L. Ades and L. B. business A story so great that no mind can fail to be C as never before, having awak- Shouse, both of Lexington, 125 shares each; full impressed, so simply told that no mind can fail ened to realization of the fact things common stock, Lee L. Goldberg 4 shares, don’t come to you, if you sit still and wait. to grasp it. A story which could easily be made Harry Switow, 4 shares, Sam Switow, 3 Here’s a Cleveland dispatch that was feat- shares; Fred Levy 163 shares; M. Switow, 163 •iiiiiiiiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiitlilliiiiiiiuiiiiiiiiiiiiniiiiiiiiiMiiiiiiiiiMiliiiiiiiiiiiiiiiiiiiiiinimiinii: ured on the first pages of many Ohio news- shares; N. James 163 shares. W. papers Jan. 30: Temporary officers are Harry Switow, president Sam Switow, vice-president, Lee You’re Not There ; If L. Goldberg, secretary and treasurer. It’s Because Work on the new theatre is well under — ,1 See Pictures Now; way. If it gets under roof before cold wea- We didn’t have a photograph of ther sets in it will be finished by April or | Pay When You Can May. you, Mr. original franchise holder. | | LEVELAND, Jan. 30,—Solomon “ C said, There is nothing new under | The front cover group of men on | Illuminated Cut-Out Pulls the sun, but then Solomon lived a long this issue of Franchise ought to in- 1 STUNT that stopped all pedestrians on | time ago. A Cleveland movie theatre 44 today advertised that those desiring to A Washington street, Portland’s principal | elude every one of the originals.” | thoroughfare, was worked by Manager Frank attend performances may now open But it couldn’t because some of ! A. Lacey, of the Majestic Theatre, for Kath- 1 charge account, see life as pictured in “ the films their erine MacDonald, in First National’s The 1 them are camera-shy. We did our and pay accounts when j Beautiful Liar.” good jobs again fill the pocketbooks to best. help, we’ll | With your do { overflowing. The Majestic is on a corner of Washington better next time. street. It’s lobby opens on both the principal | thoroughfare and the side street. On the —Eddie Franchise. latter side of the lobby, Mr. Lacey set up a I wonder who thought of this one—and large 24-sheet cut-out of Katherine MacDon- how it works! '•iiiiiiiiDiiiiiiiiiiitiiiiiiiiiiiiiiiittiiiiiiiiiiiiiiiiiiiiintiiiiiitttinMMiiiiiiiiitiiiMitiMiiiittimtiMinnttimitiiiitmiiiiiiiititntiiii.

Watch for the next Chaplin comedy—it’s coming soon - —

14 First National Franchise Semi-Monthly

•iiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiMiMiniiinniiiiiiHiiiiimtii Triple Play With Dick Headrick

„ ucf# Will Cinch Box Office Pennant ssssgsSSaft**'

^nr IN Me.’ if he concentrated X to Chance” holds on Richard Headrick’s its place today as work throughout the the symbol of perfect three pictures. play in baseball; and “ Richard Headrick, we wish to add one of Buck says, is the great- “ our own — Buck to est Child actor the Lusk to Mooney.” screen has ever seen. Buck is A. J., of the Introduced him in the Colonial theatre, Fos- ‘ Playthings of Destiny,’ toria, Ohio. which is a good picture BY ALL I\ -- E., - Lusk is Walter and has Anita Stewart 5 - tl n First National mana- as a drawing card as mtjszm jmktmsm a ger at Cleveland. well as a good story, Mooney is Paul C., and would get by satis- PAL is the general manager for factorily, follow up Above banner that Louis B. Mayer. with a special cam- stretched They figure in a triple paign, although not too The Chili play that has box office big, on Richard Head- across the

‘ main street of success as its objective, rick in The Woman In ’ an- Barbara Castleton. with little Dickey Head- His House and then Dallas nouncing rick as the medium. make the big splurge on “The THE BIGG Child Thou The idea belongs to Richard Headrick in aMBHaoH ‘ Gavest Me” Buck, who passed it The Child Thou Gav- along to Lusk, who re- est Me ’ —this, Buck baby contest at the Palace. At the right is a picture of layed it to Mooney in said, is a positive money the following letter: making proposition for competed—and below one of the prize ir exhibitor. “A. J. Buck, Colonial, any given away at the theatre prior to the ope Little Richard Headrick Fostoria, telephoned me “ I told Buck that we story at the right and note the thorough this morning to compli- were getting Richard detail given his scheme by Mr. Johnston. ‘ ment us on the wonderful work Richard Head- Headrick again in The Song of Life.’ He Contest was a winner. Profit by his effort rick does in * The Child Thou Gavest Me.’ was tickled to death and says he is going to Buck said the picture was one of the best clean up with that, too.” of the season and he wanted me to write This is one of the most constructive ideas iiiiiiiMiiiiiiiiiiiiiiiiiiiitiiiiiiiMiiiiiiiiiimiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitiiiii every exhibitor in our territory that has come to Franchise in many months, who had not DALLAS' MILLION DOLLAR THEATRE already played the picture, that it was as and we hasten to pass it along to you so that good a money-making proposition as any you may cash in on it at the earliest possible Super Special which has been released this moment. Palana year. What’s the matter with using it imme- “ Buck suggested that any exhibitor who diately after you get through mopping up would book in ‘ Playthings of Destiny,’ fol- with First National Week? STARTING TODAY low it with ‘The Woman in His House’ and Your audiences undoubtedly will be tuned then put on a special big exploitation cam- up to the “special week” idea, and it looks “ Cl Plcu| 14tafc paign on ‘ The Child Thou Gavest Me,’ to us like this is a fine opportunity for a spe- ’ ‘ ’ would clean up on ‘ The Child Thou Gavest cial month or special fortnight of Richard Striited'Hcmw./ Headrick pictures to span a part of your Len- ten season. Lent begins March 1 this year, John M. Stahl’s and, according to the calendar, will run 47 rpaoduH W B » »|lC.T IONi w rw OFw r days, instead of the usual 40 days. This is Did You Notice This in The Exhib- due to the fact that the fortieth day, April "Tlie itor s Herald, Issue of February 4th? 9, is a Sunday, so Easter is slated for one week later. mnitnmiiiiiiiitii luiiiimiiMiiiiiiiitiiiumiiMiiiHiiiiiiifHMHiiiHimmiiMiiiMiiiiiiuiiiiiiiiniiiiHiii All of the pictures in which little Dickey a child thou appears are built on stories that have deep moral appeal, aside from their dramatic power and the sympathy accruing to the child. GAVEST ME" If you haven’t played the pictures, give a with Barbara castleton thought to Buck’s suggestion. LcwisS.Stone.William THE THEATRE Desmond and Little Richard Headrick - % v A Showman's Word of And Right Here We’d Like you to read Honor narrative this report from the Empress, Owensboro, A ten**, froman from the Book « A SHOWMAN'S WORD word of honor that brought tained to this prestige. Only Lite, wfth two loves buttling for possession of honor is a new in factor patrons to the theatre at a the proprietor of the screen Ky. civilization. Your venerable time when money was tight theatre is looked upon as a of an unhappy household and of the extraor- patriarch will assure you and public interest was cen- citizen of genuine value, a de- “ ” that no theatrical person pot- tered in a problem The Child Thou Gavest Me drew much dinary Hrcum stance* that made contentment of vital pendable member of the com- sesses such an/asset. basing concern to every citizen, munity and a fit fellow possible. his assertion upon ancient • • • larger business on second day’s run and worker in civic affairs. And experiences with the fly-by- THIS IS THE NEW TYPE only by unremitting effort mght tricksters of another of showman many came both days. Picture pleased every . the man- whose and through generation unwavering and another the- standing in his community is confidence in the motion pic- 1 ' 0*"" ***““ ,uch his patron and sent every one away with a laugh * "i word, given ture has he been enabled to knows differently.a ft advertisement, is accepted overcome IT WAS.ONLY HIS the formidible ar>d a thought of the little Headrick child and prejudice that con- word of honor that fronted Him in the be- served Dwight Baker, his clever work. ginning. BUT PALACE "GOING THRU PALACE PALACE proprietor of the Gr- COUPON BOOKS. THE RYE" NEWS TOURS ek theatre at Ottum- wa. Ia., when th« re- MR. BAKER’S DEM- SAJ5 cent packing house onstration of the new ADMISSIONS strike brought militia showmanship is ideal. ENTER YOUR CHILD //v the with machine guns FOR *4JM to It serves more effect- From the Princess, Sioux City, la., we police the streets of ively than might a SAVE 2S% IN the city and idleness million words of ab- learn: TICKETS AND PALACE BABY CONTEST reduced the buying stract argument, how- power of the INCONVENIENCE public to ever inspired, to em- “ ” PRIZES AWARDED FfTFDAV EVENING a minimum. The Child Thou Gavest Me did average phasize the actuality OF WAITING READ MR BA of a development IN LINE bee's business in face of the fact that Billy Full Details In Newspapers Dally report of the bus- transcending in im- Sunday iness done with an at- portance any that traction well e - opened a revival here on the same date. s t a b might transpire in any In bed as a money- department of the in- FOURTH POPULAR SUNDAY SYMPHONY CONCERT maker by exhibitors* dustry reports to "What the .'* WHEN EVERY EX Picture Did for Me hibitor has established the unimpeachability Don Albert’s Grand Concert IT IS OBVIOUS at par value. THAT The policy of his word of honor as has Ilg, his personal endorsement which August of the Wonderland, Lorain, O., of has brought into being Mr. Baker, earning an es- Orchestra the photoplay was solely this re- public confidence is com- teem second to that accorded recommends" The Child Thou Gavest ” as . Me spontible for t hr m/.-.f parable only by contrast to no individual, there will be Playing a request program follow- that of the early showman talk ~kit JtF, less of censorship, Sun- one of the best productions of the year. ing conclusion of first de luxe mat- te m£> un fa. whose sole aim was to de- day closing, adverse legisla- ceive. lure or tempt patrons tion, inee Sunday at FOUR O’CLOCK. " * less encouragement for — r. r - . pT? TA n dir into his playhouse by what- those who seek to fatten A. B. McCollum, of the Blackstone, Dwight, Such advertising as was done ever means, honorable or upon the theatre's substance “LES CONTES TLAV that SONG “PRELUDE" was equalled by “ that done otherwise, was available and lets despairing gossip of 111., considers it a drama that captured the D’HOFFMANN" OF INDIA AGAIN” (C Sharp Minor) foe other productions exhib- depression w h e n a natural ited in period the of distress period of slow business is en- audience sheer artistry. A Good Box Office It was clearly Mr Baker's countered. Attraction.”

Don’t lose any time getting your Exploitation photos in the mail —a

February 15, 1922 First National Franchise 15

“‘Child Thou Gavest Me” Contest Proves Big Civic Event in Dallas

_ 1 1 HE Child Thou This prohably rates Gavest Me,” as the biggest thing a Stahl Miller theatre in that John M. } Will Repeat With “Child 1 has done production, was made territory and Mr. John- 1 Thou Gavest Me” at Modjeska, the pivot of the most | son has pointed the way

sensational exploitation I Augusta, Ga. | for other managers— stunts ever pulled off in not because baby con-

Dallas, Texas. | “IT takes a mighty good picture to tests are new, but be- ” 1 A “ perfect baby cause he went at it with { 1 play a three-day run in Augusta, 1 Contest, thoroughness and which resulted Ga.” said such 1 Manager Frank Miller, of j in the finding of a hun- made it an official en- the Modjeska Theatre, Augusta, Ga., dred per cent, child in 1 1 terprise, conducted along ‘‘so the Texas metropolis, | you’ll know what I think of ‘The 1 dignified and scientific was conceived by L. Child lines. J. | Thou Gavest Me’ as a box- | Johnson, of the Palace office | attraction when I tell you that 1 theatre, and had the co- LOBBY DISPLAY it played a three-day engagement for operation of the Mayor, | | AND AUDIENCE 1 me—and that I am bringing it back Federal, State and City | BOOSTERS PUT within six health officials : with the | weeks of that engagement, | result that an advertis- OVER “CHILD | for another run of two, or perhaps I ing THOU GAVEST scheme was turned .- 1 three days.” (Note — The story of | ” into a big civic event. ME this run shows that the Stahl picture Although the title of | \

the picture would seem | set up a Saturday record for the l Manager Frank Mil- to suggest a baby contest ler’s exploitation cam- 1 Modjeska.) § as an obvious means of paign on “ The Child exploiting it, this is the rHiiiiiiiiiiiiiiiiiniiniiiiiiHiHmiiMMiiiiMiiiiiiiiiimiiiiiiiiMiimiiMiiiiiiiHiiiiiminiiiiiiiiiiiiiiiiiiiHiiiiiiiiiiiii? Thou Gavest Me,” which first one to be reported played to S.R.O. at the since the picture started Modjeska, in Augusta, on its career, and details are given here in Ga., began ten days ahead of the play-date, order that other exhibitors may try it. with a modern up-to-date nursery set up in the Johnson began his campaign a week in ad- inner lobby, between the box office and the en-

•

A photoplay which embodies all of the ele- Prizes were displayed in the store windows entered the theatre. “ ” ments of a perfect entertainment; that translates a and at the theatre. A wax dummy such as is used by de- (faring but tensely human drama of real life with To create interest in the coming contest, partment stores to display gowns in their win- artistic finesse; a story new- in conception, broad Johnson, the week preceding the opening of dows, was dressed in nurse’s crisp blue and m its scope and fascinating in its emotional the picture gave away the tags with Kewpie white, sat in a low rocker beside the baby- appeal. dolls attached, and also employed twenty-four bed, read a book on “ Care of the Child.” The screen s most brilliant child actor and sheets, heralds, snipes and street car hangers. The lobby was amazingly effective—and it three other stars who win their plaudits by sheer Four newspapers carried stories of the con- didn’t cost Manager Miller a penny, because merit test daily. at was borrowed from a local department “ for See it! As the result of all this exploitation, more store which makes a specialty of clothes than 600 babies were entered in the contest, the the very young.” A card at one side of the mothers obtaining entrance blanks at the thea- lobby gave the name of the store and this ad- tre. Johnson says he personally weighed and vertising was considered by the store as ample measured 500 of the youngsters. payment for the use of the furnishings. Barbara Castleton, Lewis S. Stone, The contest was divided into four classes: ten days prior to the opening of the William Desmond, Richard Headrick For i* John PL Suhl't Production of A, boys under 18 months; AA, girls under 18 picture, this lobby remained intact, and on open- months; B, boys 18 to 36 months; BB, girls 18 ing day, was moved to the outside lobby, here “The CHILD THOU to 36 months. Prizes were awarded by the it remained until Saturday, the closing day, theatre to three in each class, a gold medal for when it was found that it took up too much GAVEST ME” first, silver medal for second, bronze medal for room—the patrons were jamming the lobby! third. So the display had to be moved back inside. Judging was conducted daily at the Municipal On Sunday, preceding the opening of the Auditorium, morning,' and afternoon, for five picture on Thursday, the usual two-column “GOING THRU THE RYE? PALACE NEWS days, examinations being made by leading PALACE TOURS “BOHEMIAN GIRL” wide-half-page long ad was run, on the picture specialists, trained nurses, physicians and health together with a reader, and a cut of Barbara Don Albert’s Palace Orchestra officers. The infants were judged on weight Playing ‘‘Play That ‘Bong of India’ Castleton, Richard Headrick. Wed- Again” and measurement, tonsil and heart condition and On With Saxophone Variations by Palace Trio and general appearance, U. S. Health Bureau nesday, a single column ad was carried, and AESOP'S FABLES MONT BUUfO IK UP-TO-DATE NATOSAL COLOR standards governing. Sixty-one babies all with this was used again on Thursday, Friday and a rating of over 99 points, were brought into Saturday. “ ” the finals and from these the 12 winners in As proof of the fact that it was word-of- the four classes were selected. A little girl mouth advertising which made the excellent busi- Enter Your Child in Palace Baby Contest 32 months old, scored 100 per cent., and won ness, Manager Miller states that Thursday’s Examinatioaa at Municipal Auditorium, /0:S0 O 12, 2 to 4, DaQy the first prize, which consisted of a gold box office receipts were fair. Friday, he more Medals and $1,000 in Merchandise Prizes to Be Awarded Winning Babies Friday Evening medal, the $1,000 life insurance policy, and a set than doubled the box office records. Miller of photographs. A boy baby, with 99% per announces that he has already made plans to cent, was second. All twelve winners scored bring the picture back for a returned engage- hrmr better than 99%. ment.

Do you book films or First Nationals at your house? ? ? : :

16 First National Franchise Semi-Monthly

mMiiiiiiiiiiiimiiiiiiiimiiiiiiiiiiuiiniuiiiiiiuiiiiniiiiiiiiiiniiiiiiiiiiiiiiiiiiiiuiiiiiiuiiiniiiii iimiitiiimimiiiimiumiimiiiiiiiiiiiiiiiiiitiimiiiimiiiiiiiiimmiiMiiiimiiiiiiiiiiiiiiiiiimtiiiiiiiii Franchise's First Aid on Income Tax—No. 2

The importance of Legal Organization as it pertains to Taxation and other features of the Tax Law that are of primary interest to readers of Franchise

Editor’s Note: For the benefit of its Franchise holders and exhibitors in general, Associated First National has arranged with the firm of Mattingly & Nutt, specialists on certified public accounting and taxation, to write a series of articles on the tax problems for FRANCHISE, as they affect motion picture theatres and individuals. Article III will be of extreme importance to Exhibitors, as it will deal with the administrative features of the Revenue Law, such as time of filing returns, penalties, interest, forms, etc. Mattingly & Nutt will also answer such tax questions as are submitted through FRANCHISE. This firm maintains o ffices in New York, Washington, Chicago and Los Angeles and is rated among authoritative counsellors on income tax.

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ARTICLE II

T is a common practice for purposes of better organization for cor- payer was to take either the actual cost, or the fair market value as

porations to reorganize at various times and in former years it was at March 1, 1913. I of great importance, from a tax standpoint, as to the procedure of * * * such reorganization. N thousands of cases where the taxpayer was required to take March 1, Under the old Act of 1918, where stock was paid in from one cor- 1913, for his cost, there was paid a tax upon a so-called taxable profit, poration for stock of another corporation, if there was any fair market when in many cases there was an actual loss. For example value of the stock, the Government would assert a tax upon the profit. Exhibitor A, in 1909, bought real estate for $100,000. On March Should there be any gain by such transaction? In numerous instances 1, 1913, the fair market value of such property was $80,000. He there would be a fair market value of the recently issued stock, but it sold it in 1919 for $95,000. It was required under the Law that he would often be a false value, and the Government assessed and collected return the profit of this sale of $15,000, when as a matter of fact millions of dollars upon such so-called taxable profit. he had actually sustained a loss of $5,000. Congress, under the new measure, has eliminated this old feature of The Supreme Court last year held that the Commissioner of Internal the law and where there has been an issuance of stock of one corpora- Revenue could not interpret this as a profit, in view of the fact that tion for that of another in any reorganization or merger, the new law there was an actual loss and this is also covered by the new law. The holds that there is profit such transaction, or, that no upon conversely, Bureau has consequently issued regulations covering other transactions there is no loss. so doing, it will enable corporations to reorganize By affected by the decision which are illustrated in the following examples for the best interests of all stockholders, without exposing themselves Exhibitor A purchases property in 1909 for $100,000. On March to tax liability. 1, 1913, its market value is $90,000. He sells it in 1919 for $80,000. * * * ' — actual cost is , I.n this case there is loss in both instances $20,000, if permitted, and $10,000 if March 1, 1913, is taken. There is loss line with this new section of the law, Congress has also eliminated N whether actual cost or market value is taken. The Bureau there- I taxing profits on the exchanges of property. Under the old Act of fore requires that a loss only of $10,000 be permitted, for where 1918, where two pieces of property were exchanged, there would be a there is a loss in both instances, the lesser is the one allowed. profit or loss, provided the property exchanged had a fair market value. Exhibitor B purchases property in 1909 for $90,000. The market Now such a profit is not taxable unless the property secured in value of suck property was $80,000 on March 1, 1913. He sells it exchange has a cash market value—in other words, can be converted for $100,000. In this state of facts, before the Supreme Court ruling, into cash. the Government would have asserted a tax on $20,000, as the dif- It is also stated in the law that even if such property can be without ference betvdeen the market value, March 1, 1913 and the sales price. difficulty converted into cash, there would be no tax on the profits if However, the taxable profit is only $10,000, for where there are two the property that was secured was taken on the basis of an investment. gains, it is only required that the lesser of the two be returned as This applies to purchasing of a dwelling or securities which are intended income. to be held for an investment not and purchased for the purpose of an * * * immediate turnover. The intention in this case is what largely governs, but every case stands on its own merits. N the case first mentioned above, there would be a gain if the March loss There is, perhaps, no exhibitor in this country who has not had I 1st value was taken as the basis for cost and there would be a there is the experience of paying a tax upon a false profit. Under the old if the actual cost was taken. The Bureau has held that where act of 1918 and all prior acts, the Department of Internal Revenue held both a gain and a loss, that the entire transaction shall be outside the that in determining the basis of cost of any class of property the tax- purposes of the income tax provisions.

Answers to Income Tax Queries from Readers of Franchise | | The following questions were received from motion picture exhibitors and answered by Mattingly & Nutt

C. M. G.—I live in New York City, but my Answer—Yes, as it is regarded as a legiti- tion income is 10 per cent., while on indi- motion picture business is located in Newark, mate business expense and not a personal viduals it is 4 per cent, and 8 per cent.

N. J. entire income is from motion picture expense. This is so only if the corporation l My R. G.—I recently purchased $10,000.00 of \ /\ shall file return is not the beneficiary. business. Where I my ? per cent. Fourth Liberty Loan Bonds. Is the interest these bonds taxable filing on Answer—You have the option of it J. P. S.—I have a small motion picture busi- either with Frank K. Bowers, Collector of ness and devote all my time to the same. Wdl Answer—Yes. Internal Revenue, Custom House, New York it be advantageous to pay myself a salary 5. W. L. —I am interested in several cor- City, or C. Ferguson, Collector of In- Frank porations and have Ivad some difficulty with the ternal Revenue, Newark, N. Answer It is not clear whether your busi- J. — Government over the question of bad debts. I ness is incorporated or not. From the view- understand that a reasonable reserve for bad G. H. T. —In 1920, I suffered a loss of $4,- point of the accountants the payment of a debts can now be deducted from income. Does 250.00. This last year, however, I made money. salary to yourself would be desirable, as the “ this apply to 1921 income and ivhat is a rea- Can I take credit in my 1921 return for the net income then would show the entire bene- sonable reserve ”? loss in 1920? fit you are securing from being in business will Answer—This provision in the new law Answer—Unfortunately you cannot take for yourself. However, the Government not to deduct the salary to your- applies to 1921 income. We cannot say what credit for loss in 1920. the new permit you your Under will decide is a reasonable self, as it desires the entire amount of your the Government law if any taxable year beginning after plan is to use income from all sources, such as services, reserve. Probably the best December 31, 1920, shows a loss, that loss can in deter- business, dividends, etc. However, if you your past experience as your guide be deducted from profits in succeeding years. pay any salaries to your wife or children mining the amount of the deduction. It that the law reads that a R. B.—In order to borrow money which is over age for service actually rendered, such should be noted a reserve for bad needed in my corporation I had to take out an amounts can be deducted. If your business reasonable addition to in discretion of the Commissioner, insurance policy on my life as security. Can I is incorporated, it usually is advantageous to debts, the deduct from my income the premium ? pay a salary, as the rate of tax on corpora- may be charged off. How are you going to keep lip business during Lent? !

February 15, 1922 First National Franchise 17 Looking Over the Season’s Winners

New Faces for Old! The Wesley Barry Tour

- T’S the crook who gets skinned in “ Skin Deep.’ ' Loses ESLEY BARRY indignantly requires that no dolls be I countenance, so to speak. But he gets a new countenance W named after him during his national tour. for the old one. So everything is Jake. Tom Ince has put it Unless they’re freckly dolls—and boys. into pictures. A song and a playlet have passed Freckles’s censoriously “ ” mer- tilted nose a special edition of Penrod is ready ; and John McCormick saw it at a west coast pre-release the other ; Barry) night, and wires that it’s a fast crook meller, with some good chants are preparing to display (in honor of young punches in it that lift it out of the ordinary. kites, bats, boats, jack-knives and puppy dogs. * * * Beauty is skin deep, the poet says. Let’s hope this is a beaut. 44 Masquerader ” Will Be a Bear * * * The UY BATES POST doubles as the good and the bad hus- A Tale of a Savage Quadruped G band in “ The Masquerader.” The marvel, through hundreds and hundreds of stage per- E bites, kicks, scratches, turns somersaults, lies down and formances, was Post’s amazing energy in both roles. H rolls over, ’neverything Going like lightning from one character to the other. Savage ! He eats ’em alive ! Leaping Niagara in a canoe is Post himself will take his great roles into the enormously a cat’s cradle compared with sticking to this barbaric beast. more pliant field of the photoplay. They call him “ Hottentot ” because he’s so wild. And the If anyone should miss “ The Masquerader ” he’ll pass up a guy that’s slated to ride him never had anything to do with plum, a classic. horseflesh except in a restaurant! Ye gods! “ ” Broad- But not many will miss it. Willie Collier rode The Hottentot to victory in the * * * way White Lights Handicap some seasons ago, amid the It’s the Silent Call! laughter of legions. Now the Ince forces have picturized it Woof! Woof! for the fifty million other American theatregoers who love AINT heart never won fair lady, but Strongheart will win good horses and good entertainment. F the heart of every lady fair in your burg. Whether as a dog, or a daddy, or a hero, this canine John Barrymore has * * * got nine out of ten human actors stopped for pep and punch. 44 “ The Dope on R. S. V. P.” Ask A. G. Talbot what business he did with The Silent he national board of review’s “ excep- Call ” at the America in Denver. There was a solid week of night. The T tional PHOTOPLAYS” BULLETIN has this to successful business with turnaways matinee and the say for Charlie Ray in “ R. S. V. P.”: picture played to more admissions than any other at America in six months. “A true screen comedy—one that is not farce or burlesque, but successfully finds humor in human character and puts that Take it from evedybody who’s seen it —it’s the greatest out- humor into action, not into sub-titles—is uncommon enough door picture ever made. * * * to be called a rarity. “ Such a comedy is ‘ R. S. V. P.,’ which is noteworthy for There’ll Be a Song-Sing Everywhere being just that.” HERE sure wiill, with Witmark & Sons circularizing five You’ll be surprised to see how much fun Charlie gets out of T thousand music dealers all over the country on the souvenir life in a struggling artist’s garret. And when he goes to the edition of “ Smilin ’Through ” in connection with Norma Tal- swell reception with half a dress suit ! madge’s latest picture. Letters, folders, and order postcards have been sent to every * * * one of the Witmark dealers. The publishers are getting behind the song with all their co-operation. Go to your music dealer Oh, Jackie You and work out your tie-up campaign for the picture now. This T^ifHETHER JACKIE COOGAN does a shimmy or takes is the time to begin. ’ * a bath, it’s a laugh-riot all the way. He does both in * * * “ My Boy.” And a lot of other things that nobody but Jackie A Whole 44 Follies ” in Herself can do. TXT'E mean Connie, of course. Versatility, thy name is Con- Your opposition hasn’t got a in chance with Jackie town. ^ » stance Talmadge. Whether she’s polishing up the handle might It He as well book any old film and take what comes. of the grocery store door or doing an imitation of Frisco on won’t be much. the stage of the Ziegfeld Follies, she’s “ the one and only.” There are more different kinds of laughs in this than in MMiiiiiiiiiiiiMiiiiiiiiiiMiiii’iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiniiiiiiiiiiiiiiiiiiiiiii'iiiiiiiniiiiiiiHiiiminiiiiiiiiiii'iiiMiniiiiiiiiiiMniiMmiiiiiiiiiiitiiiiiiiiiiiiiiiiiiiiiiiiHiiiiiiiHniiii

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44 Said Balaban & Katz Itchie ” Is Coming to Mickey Neilan: OT a new Japanese star. No, indeed. It’s Richard N Headrick, the golden-haired genius who is still choking up audiences with his overtures to daddy in “ The Child Thou Penrod opened at our new Chicago Gavest Me.” Theatre as outstanding success “ and Itchie will be with us again in The Song of Life.” He is “ audiences enthusiastic. You have a also slated for a cunning part in One Clear Call.” Both of winner and we urge all exhibitors to ’em John M. Stahl pictures. * * * get ready for banner business. Con- gratulations and kindest regards. Two More from Anita O' RED NIBLO has made Anita Stewart’s next two pictures, they tell me. “ The Woman He Married ” is the first of Noiv Turn Back and them, and if shooting hasn’t started already, it will have begun Read Pages 3-5 Again! by the time you read this. Fred has done some good things in the past, and there’s no reason why he shouldn’t bat out a couple of other winners right now. niiiiMiMiiiiiiiiiininiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiitiiniiMiiiiniiiiiiiiiiiiiiiiniiitiiiiMiiiiiiiiiiiiiiiiiniiiiiiiiiiiiMiiiiiiiiiiiiiiiiiniiiiiiinimniiimiiitiiiiiMmitintiiiiiiMuiiimitiMiiiiiiiiit

MMiutiNiiHiiinniiiiiiitiiiiMiiiiniiiiiiiiniiiiiiiiiiiiiiiiiiiiMiiiiiiiiuiiMiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiitiiiiiiMiiiiiiiiiiiiiMiniMiitiiiiiiiiiiMfiiiiiiiiiiiiiiiiiiiiMimiiiiiiiiimniui Eddie Franchise.

First Nationals—the pictures of no regrets — ;

18 First National Franchise Semi-Monthly

Keeping Tabs on the N. Y. Office and Its Visitors

ERE’S a ohoto- get of the same from him as the result OTLEY K. FLINT, Los Angeles banker, H graph that drif- of this trip. M whom many of you will recall for his * * * ted into the N. Y. address at the Get Together, is visiting in New chaper-, Office recently, and York. Irving Lesser and Mike Levee RESIDENT Lieber, Messrs. Katz, Ruben, oned him at the Home Office. more like it would be D JL Finkelstein, Trepdle, and Mandelbaum have welcome. * * * returned to their homes, following visits to Despite the poor re- Nezv York. production, you know * * * MONG the visitors the forepart of the what it is that the A month was R. D. Craver, of Charlotte. boy so proudly dis- This is the first time we’ve laid eyes on him since L. (“ Bill ”) Yearsley and his determina- plays. he promised, at the Get Together, to see that C • tion were overcome by the cold germ, George J. Schade, his house managers sent in lots of exploitation despite a valiant battle, and the boss of the of Sandusky, em- material to Franchise, which same they didn’t. publicity division has been laid up for almost ployed this method of That bunch in the Sunny South is noted for not a week. Three times during the time he made advertising to his sending in material, however. With the excep- up his mind to come to the office, and three public that the Schade tion of Louisville, Owensboro, Waco (Abe times a higher po\yer (Mrs. “Bill”) changed is a Franchise house. Levy), Atlanta (Col. Patterson), Toccoa, Ga. it for him. She reads the papers and she That’s the real (Joe Burton), and Knoxville (Bill Drumbar), wasn’t taking any chances on his being among First National spirit. we seldom, if ever, get a rumble out of the those present in the Flu League that is being Schade is a Franchise South. featured on the front pages of the New York holder and he’s glad sheets. At that, however, he managed to do of it—so glad he his bit and, with the aid of the telephone and wants the world to his secretary, Miss Irwin, has kept the depart- Big Space at know it. moving along in its regular channels. There’s a good ment thought for you to put into action and one that * * * will help you register with your public the fact Bargain Prices that First Nationals are the most consistently, TI7~ITHO UT any intention of making this a ( Continued from page 6) good pictures any organization is distributing rr Los Angeles edition, zve are compelled to today. let you in on two more bits of information also furnished Mr. Cunningham with a 1 Laurence Trimble and Jane Murdn, pro- list of the prominent club women, to whom * * * ducers of “ The Silent Call,” are starting Mr. Cunningham sent personal letters, inform- west to begin production on another feat- ing these women that “ Hail the Woman ” was D. WILLIAMS scraped the New York ure in which Strongheart, the wonder dog, a typical women’s picture and that it had re- J • snow off his boots a few days ago and is will be the star. ceived the highest endorsement from the heads now basking in the justly celebrated “climate” 2 A copy of the January Business Edition of women’s clubs in other cities played and of Los Angeles. He is out there to take of the Los Angeles Examiner, a snappy asking for their opinion of the picture after another look around at productions in the mak- 12-page “ booster,” has arrived here. It seeing it. ing and you can expect to hear all about them is illustrated with stills from “ The Lotus The campaign was one of the most thorough in the near future. Mr. Williams was the first Eater” and other First National attrac- ever conducted in Eagle Grove and one of the one to signal the N. Y. Office on “ Smilin’ tions and is distributed among 10,000 ad- least expensive, and the results were above Through” and “Fenrod,” and we’ll probably vertisers and advertising agents. expectations.

EMPIRE THEATER SECTION £nn Antonio (Express, f Seventh Anniversary ofthe Empire!healre

"It ij doing a great service to humanity to amuse;

and they know very little of life who think we ,can bear to be always employed either in duties or meditations without relaxation.” Seventh —Sir Philip Sidney

pERHAPS became he Through the years the silver sheet of the local play- * of a brilliant>t age. Anniversary a contemporaryc of Shakespeare, a house has been a target at which Inspired hands have aoTrfcer who died on the field of battle, g.vlng hi* last drinic aimed Artistry and genius have had their reward by of waterro a more needy comrade, these word* of a British holding large audiences enthralled as some strange tale of knight have Survived to thl* day— but more than likely adventure, some poignant theme of drama unfolded be- fork the eye Crcat as has Week -*wcau»e they are the truth. For history teaches, that only been the service of the Empire in bringing to this city masterpieces the great truth* ttve. of beauty and crea- tions of genius, miracles wrought from shadow*, thathave The Empire in u* icven yeart of existence ha* served brought enjoyment and happiness to thousand* In time* not always blessed with sunshine, it I* In mirroring the San Antonio to the best of it* ability and resource* Then, life, though: and art of the age. may truly be said to nave a* the rc vaurce* of the screen may be said to be boundless, achieved. it will not be conceit to say that the Empire has served well. Op this, it* seventh birthday, the theatet rightfully pause* To San Antonio it ha* brought *lght* of rare beauty NORMA m march of service and contemplates the future as it garnered from the far corner* of the earth by Intrepid rev lews the pa»t cameramen. It ha* unfolded a chronicle, unparalleled In The Monarch of Mirth fidelity, of a span of year* which have been crowded with 'i hen it »a* opened sesen year* aco. the Empire wat the essence of that which goes to make up life at It* the largest theater in the State devoted exclusively to the richest. To the future It has bequeathed a record, une;- « i.nema art There were many who predicted failure when timablc in value, of a period of progress—and now, paus- '• arry • as launched its ing for moment on career Yet it never once varied In but a on the threshold, the Empire enter* TALMADGE '* course, weathering every storm, and through the year* upon an erawf greater and merre artistic accomplishment. tn a Wonderful Dramatic Surprise t “'j*. delivered itscargoof enjoyment to the peopleof this #*?4 city Like a ship putting back to the home harbor, resting tor a moment after a record-breaking cruise, the Empire Senion on in seventh anniversary recalls its accomplishments of the past. “The Wonderful Thing” Many changes have taken place since the Empire with JULIA HOYT, Famous Society Beauty, in the Cast—also Initially opened its door*. A great war has been fought, “The Bakery” nations have died, and'other* reborn, peace and pesti- HARRISON FORD and ROBERT (San Antonio) AGNEW lence. prosperity and fam-nc have each scourged and A FEAST OF FUN t-cssed the world. Men genius have risen of from the NELSON ROPER Orchestra r ns«v held the focused aitcnt>an t«a>cd the pcs pic* cf S. Empire Symphony •he eanh. only to be forgotten Texas and San Antonio •l the ROBERT-MORTON WILLIAM ZIMMER. Conductor have played their parts in the great e> :r-ehanging drama of hu-ran progress, and the city -l uh grew up around the mission has changed cons.derably There have been days when the clouds hung low and gray in the sky. when failure loomed in the van. yet through them all. the day* of sunshine and of rain, the spirit of the Empire has never faltered, but has continued at Its self-appointed task of I serving San Antonio in the higher advancement of the

Yf7 HEN the Empire Theatre, of San Antonio, Tex., celebrated its ” seventh anniversary not long ago, the Express, one of the most important newspapers in the Lone Star State, got out a special section

on it. Here is the svay the title page and one of the big ads looked. Like many other houses, Norma Talmadge appealed to the Empire as the good luck star for this important event.

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Now is the time to dope out Summer Stunts to avoid the Slump February 15, 1922 First National Franchise 19

I A Handful of Aces From

I The Golden The handsome gentleman here present is Meet Pete—Pete Hanlon to franchise hold- Joe Bauer, manager of the Wigwam, San ers, Peter J. Hanlon, Esq., to the opposition, Francisco, and one of the livest exhibitors and “ Our Pete ” to the boys at the First Gate Deck I that ever opened a theatre. Joe is one of National Exchange in Frisco. To look at the the most active members of the Northern angle of that cigar, you’d know Pete was the California Advisory Board, and keeps C. C. kind of a man who, when he found something Griffin stepping to keep up with him. (Griff, like a First National Franchise, would have you know, is the boy who popped the ad- to tell all his friends the good news. He does. visory board question at Chicago.) If you He’s a regular Billy Sunday about it. ’Twas ever find yourself in Frisco, look Joe up. owing to Pete’s rassling that his partners in He’ll polish up the Golden Gate for you. the theatre at Vallejo, Cal., finally hit “ the Incidentally, we might remark that it looks Franchise trail.” Now they’re wearing the like a big time during First National Week Pete Hanlon smile, too. in San Francisco and vicinity. Between Sam Edwards and the Advisory Board, things ought to move.

Another champion First Nationalite—M. L. Markowitz, President and General Manager of the Golden West Amusement Company. California must be a wonderful state with the Somebody must have started an argument kind of a climate that Ponce de Leon was with H. L. Beach over the value of a First hunting for in Florida. They all look so National franchise just before the photog- young and vigorous, these Golden Gaters. rapher took this picture, because Beach is Well, we’ll hand California some of the credit wearing a “ let-me-at-him ” expression. We’d for their perennial youth, but fifty-one per be sorry for the guy he hit, even if the poor cent goes, in our opinion, to the fact that they boob deserved it. But as we were saying, all hold First National franchises. Greatest Mr. Beach not only has all the sand his name remedy for worry wrinkles and crows-feet implies, but has that rare quality called ever known. Look at Markowitz, for in- “ We’d congratulate C. T. Reavis of the showmanship,” as a result of which he is stance. His firm operates the Strand Cline Theatre, Santa Rosa, Calif., on a more in operating three theatres today—The Chimes Modesto, and the Strand than casual resemblance to President Hard- in Gilroy. Both Theatre, Oakland, and the Lorin and Strand franchise houses. Why shouldn’t ing, if we weren’t afraid he might be a Demo- he look Theatres of Berkeley. The Beach Krahn young? crat So that’s out. Be that as it may, Mr. Amusement Company is the name of the firm. Reavis is one of the deans of the American P. S.—We hereby notify every one of these mu in motion picture theatre. The Cline was one five gentlemen that we’d like to hear from of the first in line as a franchise holder in them in person on some of their exploitation First National, and Mr. Reavis’s other policies This Is Certainly stunts in connection with First National at- at his house are on a par with this one. The the Bee’s Knees! tractions—and if they’ll send photos of what best he can give the public in music and pic- they do, we’ll cheerfully pay the cost of hav- tures theatre and even sum- ing sums up his code MUUimimiiiiiiiniiiimiiiiiiiiiiiuiiiiiimiiiiuimiiimiiMhMiiiiiin the pictures taken. mer slumps don’t hit the Cline. •IIHIHIIIIIIIIIIIIIIIillllllllllllllllllllllHIIItllllllllllllllllllllllllllllllli Eddie Franchise.

When First Nationals come in at the door, failure flies out the windoiv 20 First National Franchise Semi-Monthly What’s your Idea of the Best Lobby Display?

A hard-boiled exhibitor recently was asked: Another man who thinks much the same as good will toward a theatre, because it has been “ What is your idea of the best kind of lobby Opperman is A. F. (“Buck”) Brentlinger, thoroughly demonstrated that the way to most display a theatre can have?” president of the Associated First National of mother’s hearts is by way of their children. “ An ‘ S. R. O.’ sign trampled under foot by Indiana, and the spirit seems to have been Emory Rylander, of Americus, Ga., is among a crowd,” he replied. transmitted to his son, Byron. The latter, man- the exhibitors who have actually built up per- “ ” If he wasn’t so hard-boiled, he might have ager of the Victory at Evansville, has started manent business through benefit exploitation said, at the end, “ a crowd of happy kids.” a series of children’s matinees, and recently had by which the little ones of his territory profit. Franchise is a great believer in kids. as his guests, to see “ Peck’s Bad Boy,” more His “mutt party” last summer has not been They’re not only the best press agents a than 1,400 Evansville children. forgotten, nor has the stunt whereby the chil- theatre can have, but they also are its best bets Manager Brentlinger is pursuing a definite dren, selling tickets for a given picture, were for the future. policy in this respect, building for the future. able to win season tickets to the town nata- Some exhibitors are too busy to pay any at- He believes that children of the city will get torium. ” tention to children. To them, the boys and girls the “ Victory habit and will carry it home to All of this does not necessarily mean that a are a necessary evil, tolerated because there’s no their parents and grown-up brothers and sisters man is to give free matinees every week to the escape. at the present time. In addition, he believes kids in his neighborhood, but the idea is offered But there are other exhibitors—and usually that in the future these boys and girls will be- in the hope that it may result in tieups for the most successful ‘‘My Boy,” “Penrod” ones — who combine and other First Na- business acumen with tionals with strong the milk of human juvenile appeal. Spe- kindness and go after cial inducements to the the child’s interest children of your ter- They never lose sight ritory is bound to in- of the fact that once crease your gross on they were young, nor these productions, and do they forget what ” you probably will be “ going to the show able to use them from meant to them in by- time to time on other gone days. So they productions. It’s pure- organize special parties ly a “ 50-50 ” proposi- for children and we — tion you give the have yet to hear a kick — kids a chance for a from any of these big- good time and they, in hearted boys that they turn, boost extra busi- lost monev by so doing. ness into your house. On this page are three splendid illustrations of goodwill HEN John building, with children as the medium. The top come patrons of the Victory Theatre them- ager of the Rialto, Hamilton, O., booked “ The illustration—which, by the way, is not as fresh selves. Woman in His ” in that city as House everybody wet paint—tells its own story. It was a party The picture at the bottom of this group re- knew it. He dressed up his lobby with framed given to Los Angeles orphan children by the produces a scene in front of the Harvard stills and posters and used a 24-sheet near the Kinema Theatre during the second of week a Theatre in Chicago, a neighborhood house oper- entrance to his lobby. In addition he placed sensational run for “ Peck’s Bad Boy.” ated by J. E. Coston. This was a school cards of varied colors in the store windows of The shot in the center was made in front of children’s matinee, arranged by Caston, be- the town and secured space for similar cards Hal Opperman’s Crescent Theatre in Pontiac, “ cause he saw in the character of Tol’able on all of the street cars. 111., not so long ago, when Hal gave “ Peck’s ” a David an inspiration for American boys and He used liberal newspaper space also and so Bad Boy” party to the tbe town kids of his town. Do impressed upon the you think, Opperman mind of the public the counted those kids as title of the picture that dimes lost? Not a bit it went over in a big of it. He figured that way. Schwalm fol- each one of those lowed up this idea for youngsters would “ Peck’s Bad Boy ” and boost at least one “ The Old Swimmin’ adult into the Crescent Hole ” with similar and, besides, he had results. A newspaper just that many more tie-up in which the seats for grown-ups at newspaper was the host his regular shows. to several hundred Opperman is one of children helped might- those “ human ” human beings who likes ily to popularize the last two features. “ people ” and is liked Schwalm is noted for in turn. He is one of tSOBBBSKg'*** his ingenuity in devis- the leading contrac- ing good, clean exploi- tors in his section and has made a brilliant suc- girls. The clean soul and earnestness of the tation stunts ; and he plays for the juvenile vote cess of the Crescent Theatre during the last two screen hero, felt, he embodied a moral lesson at every opportunity. He is one of the exhibit- years. He says building houses is his vocation, all children should have the opportunity of ors who, in the face of discouraging local con- raising bees his avocation, and exhibiting pic- absorbing. ditions, has managed to keep things spinning, tures his recreation. parties Such as these are certain to create combining good showmanship and good pictures. Ilow are you fixed on your Chaplin Revival bookings? February 15, 1922 First National Franchise 21

MmiiiiiiiiiiiiiiiimniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiMiiimiiiMiiiiiuniiiiiiiMiiiiHiiiiHiiis Prologues Turn an Evening in Opening the { Sioux City Into “One Arabian Ni gh t” Morning Mail

“Hail the Woman,” a truly wonderful picture. This is an old stereotyped phrase you see in the “ Bull ” New York sends out in the Trade Papers, but I am telling you what God loves—the Truth. This picture properly exploited will fill your house— I don’t care how many seats you have. One need not fear to advertise it— it will stand and back up all the money any exhibitor cares to spend, in keeping with his seating capacity.

All you have to do is to put them in the first two or three days, then sit back and take the money. By J. S. PHILLIPS, V.-P. and Gen. Mgr., Rialto Theatre, Fort Worth, Texas.

After finishing engagement and one week change of picture, “ Molly O ” returned to Madi- son theatre yesterday and played to better receipts than opening day. First-run stop “ Molly O ” made history. In Detroit by this return engagement to same big downtown house stop, it being the first time ever accomplished and establishes a precedent. (Signed) H. W. HELMBOLD, A. P. Representative, Detroit.

You are the producers of a picture known as “ The Silent Call,” a picture of the dog Strong- heart, which was produced at the Capitol theatre the last week of January. Will you kindly inform me when the film is to be shown in Boston and at what theatre? May I take the liberty of complimenting you on producing the finest picture which I have seen? Thanking you for a reply. (Signed) GUY MURCHIE, 910-919 Barristers Hall, Boston, Mass.

According to Gus Metzger, who hives in the Rivoli, Portland, that Sl-a-week job competition is all over but the shouting. Read this defi, Remingtoned under date of Feb. 8: “My Dear Mr. Yearsley:

“Your kind offer of Feb. 3d received and I ac- cept your job at $1 a week, and feel that a one TEASER ad campaign and an advance prologue for three days previous to week’s rest at Los Angeles will do me a lot of “ good. You place the opening of One Arabian Night ” at the Princess Theatre at Sioux City, the Rivoli in Class 2. A Iowa, were the means which the manager, W. C. O’Hare, employed for the “We have for First National Week attraction ‘ Star Dust,’ and have been advertising same in purpose of arousing public curiosity regarding the picture. our lobby and foyers for the past four weeks. For the prologue a baritone appeared before the curtain, and as his song was Have worked up what we think to be some exceptional ideas on this picture and will send concluded the curtain was slowly raised, disclosing the stage, in semi-darkness and you photographs of foyer advertising previous to the dressed in true Oriental style, with a picturesque drop concealing the dancers. ‘ showing of Star Dust,’ also our lobby7 on same, and samples of all advertising. The stage gradually lighted, bringing into view a harem scene, with the com- “ Anticipating a very pleasant pany of eight classic dancers in artistic pose; the stage was again darkened and the week while in the employ of First National, I am, dancers took their places for the program of three company and two solo dances Yours Very Truly, which followed. “GUS METZGER. The Oriental atmosphere was further enhanced by burning incense and Orien- “P- S.—This job is a cinch. I intend making tal music by the Princess concert orchestra. the grade on high.” Are you fellows For the opening day the theatre displayed a “ false front,” as shown in the going to let him get away with that rough stuff? We doubt it! And as for Mr. picture accompanying, and a prologue was given twice each day of what was to Gus, we think he’s going to know he was in a have been a four-, but extended to a five-day run. Like the prologue this advance battle, even if he does get away with it. had an Oriental flavor, incense, combining burning weird music and Oriental dances Following is an excerpt from a telegram from by four very pretty girls in costumes most appropriate in design and coloring. John McCormick: “ Reviewed Katherine MacDonald’s ‘ Domestic Mr. O’Hare, the manager, is to be complimented on his exploitation, which was Relations ’ and consider it one of the best she not costly compared to the business it brought. has done.”

Tack up a Franchise in your house to-day and smile, smile, smile! —

99 First National Franchise Semi-Monthly

Human as [ Humanity^Sparklin^^/ith Music of Happiness

And bum Ceedi Tm Keep From Ucmg ' c/MOLLV O" l MABEL NORMAND |

THEATRE

b—LQKL CONSTANCE TALMADGE

“Womans Place” He Wants: Come on to thii atudio party One good-looton* model of - B) John Encixn and Anita l hobo hemiaru. It'a the Someone to buy painting. beat thing Ray hae done for A dreaa amt —not mollxnten "Connie Talmadge is Running for Mayor" a year. Elect onccrinc in Abundance Onlj to Be Outdone b> AfTcctioneering The Woman'. Part, Candidate to OppomUon la Her < SALVATORE SANTAELLA She u not to win by unit* or guile

Don't Miss This! > RIVOLI rl£ ADVISE*’ FLATH

BUSTER KEATON ; j THE PLAYHOUSE” j j 1 MR. GEORGE FORBES NOW MABEL American to the Backbone! NORMAND The Glory of the Photoplay Carried has to the “Nth” Degree in the old UATh t, town roaring Bu.« W*\t diwo the biting - charm of the picture, was a smash in a Des Moine°s papeJ ,!? , i Thf BranforH°«m^ 1S 10 1 ^ P N e ™ark and below it is another Des offering. . Moines At the left is a Stanley Chambers-^note theC ® rl u f ? me s ? ge Chambers lands with another on “ The Wonderful ” “ Place ” The hitr p ; Thing and beside it is a Circle ad on Woman’s the i Rlvo ’ Portland the smaller < from the Broadway* Charlotte, N. C. The three at the loweMrft appearedaimeared TJin one day in a Toledom paper J and the Jackie Coogan advance is another Des Moines contribution l nplayed pictures make you no money. Get up on your Dates O

February 15, 1922 First National Franchise 23

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A Department of Franchise Designed for the Good of the Service

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'T'HIS is the biggest ^"EAT but not A ^ gaudy a digni- piece of copy we — STARTING TODAY- 3 have seen in “ Bits of fied and clean-cut Life.” It is from Ta- piece of copy used 'Jqve coma, and though it by the Loew Cleve- is just slightly in ex- land houses on NeverDie cess of a half page in “Tol’able David.” space, it was the only ad on the moving pic- LOBW’S ture page of the Ta- coma Ledger and completely dominated

it, so that full page The Joy out \t «k of Chrutnut Bring* « Now Sim— of Whom MiHiooa H»*» Admued lor Hi* Noubl* Work "WAY DOWN value was obtained by EAST the Colonial.

HONESTLY • duction stands

POSITIVELY! originality Richard Marshall Neilan LON CHANEY WESLEY E/.HRY Barthelmess has drawn his characters of drama, humor, romance Teddy Sam peon Anna May Wrong Harriet Hammond and reality for his surprising photodramatic innovation Frederick Banco John Bowen a BOVE—A wallop from Butte, Mont., on RockcJtffe FeUcrwei 'tolable Dorothy Mackaj) A. big Edythc Chapman a new P. production from which Jama NeU DAVID' James Bradbury Jr. things are expected. Tammany Young BITS OF LIFE Tb. Bey Who Wonted — to Be * Mao. but War AT THE Below “ Passion ” on parade in Montreal, - from social world, underworld and San Francisco*s Chinatown -Jo ToT.bU" m H» PARK Mother’, Eyes a remarkable testimonial to the sustained Thu Great Ameri- - power of the production. can Drama Will JOYOUS Grip Your Imagina- JAZZ" RUSSELL WURLITZER tion and Sway You Emotions ....playing... “THE WABASH BLUES"

N i rresistible bit o f Circl e copy, used on “ A The Wonderful Thin g.’^ We~ can hardly pass these Circle ads by, and it is a safe bet A WOMAN WHO WED the Indianapolis public doesn’t often do so. NOT WISELY BUT TOO WELL

TODAY TUES. WED. WHICH SHALL IIE BRO- KEN—A MAN'S LIKE OS A WOMAN'S HEAPT"

HER SOCIAL NOW W NORMA f VALUE” Pola Negri As 1 forget. Attend TALMADGE ROY Dubarry matinee perfor- ZNT STEWART Madams mances to avoid Loves Redemption evening crowds. Supported By Harrison Ford

Ginger—That’s Her Nuns— A Bundle of ASSIflK Pep in m Land of Ennui—A Drama of Overwhelming Lore, Frozen by Another Allen Record-Breaker Civilization '(Chill and Fired Yesterday we had to stop selling; tickets at 2 p.m. for Matinee and Again by the Melting 7:30 p m. for Evening Performance—the house was full—proof - ’ Suns of the Tropic*. positive of the universal appeal of ‘Passion. "Passion” Is an- NE of the best that has come to hand on other Allen record-breaker, and we urge you to attend the ^allnee Performances, so us to avoid the evening crowds. O “ Her Social Value.” Herb Johnson NORMA TALMADGE W^RtVAIL (Tnx Included)^ "LOVES REDEMPTION" made splendid use of the press Balcony - *6 Sat., Bon.. Holidays sheet material J • - SOc (lafeony 80c A COMEDY SrEOAL Oreh. ALB Logos Hes. 80c Orch’. 30c DAY CtKCtglTE OF NEW? when he advertised this Katharine MacDon- [Logos (Rot.) - 80o tohcs or the day ald feature for the Luna in Lafayette, Ind.

How you gonna keep 'em down on the farm after they've seen a Keaton? 24 First National Franchise Semi-Monthly Seven Simple Selling Slants Spelling Show Success

* TARTING off with S Freddie here, at the left, are seven different ways of selling the picture to the public, and each, we are informed; was successful. Freddie is Eller Metzger’s dusky exploitation ace, used to put over so many attractions at the Strand in Creston, la., and here he is in his “Last of the Mohicans” outfit. Metzger used Freddie to get a laugh out front when he had him claim to be a full-blooded In- dian and later made him triple in brass, as it were, by distributing heralds and finally doing a stunt on the stage. Those baby buggies constituted another Metz- ger method—a coy suggestion for “ Wedding Sells.” ” George Schade centered his “ Lying Lips display on a big cutout from the 24-sheet, which he mounted on laths and touched up with a bit of paint and varnish. It made a compelling marquis decoration. That three-way 24-sheet stand is in Antigo, outs and a date card, without mentioning the National Mack Sennett production “Home Wisconsin, and H. E. Hanson, of the Palace, star’s name or the title of “ The Idle Class.” Talent.” has the exclusive right to it. He keeps it as a It did the work. Two weeks in advance of the coming of the standing First National ballyhoo. The special Oriental form of front showm feature, Metzger offered three prizes of twenty, in the lower right corner notified Sioux City, ten and five free tickets to the show for the Iow'a, that Bill O’Hare, of the Princess, was playing Pola Negri in “ One Arabian Night.” O’Hare is one of the most active exploiters in the First National family just now and he does not let a picture get by without giving it a good advertising angle. While these several stunts are necessarily small in reproduction, the ideas, we believe, are registered in the photographs and they are offered to the exhibitors w'ho welcome sugges- tions. Keep them in mind and they may come in handy some day when you are up against it

The Regent, Syracuse, New York, sent in that front showing the double-header announcement on the banner sign over the entrance to the house. In this 50-50 arrangement the management puts over two shows for one outlay. Over here in the right hand notch is a real bit of mental suggestion, put over by Manager best play written by any one in Creston or ad- Ekman, of the Greenville (Texas) Opera joining territorj', to be put on at his house on the dates of the showing of his feature. He next offered three prizes to anyone w'ho could guess the name of the man or woman wr ho would be the star in his “Home Talent.” In putting over “Scrap Iron” at the Thea- tre Royal, Perth, Western Australia, the manager organized an amateur boxing tournament a W'eek previous and entered the best boxer in town under the name of Charles Ray. He carried off honors easily the same as did the picture a few days later.

\ ..'Nwmciw

House. He figured that, next to the phono- for a suitable piece of exploitation for some graph fox terrier, the best known trade mark of these subjects. in the world is the Chaplin make-up. So he E. Metzger of the Strand, Creston, la., had arranged this window display, using two cut- them all guessing when he showed the First

Don't lose by hesitating—play First Nationals NOW — ——

February 15, 1922 First National Franchise 25

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From the Box Office Angle

‘ Her Social Value.” Liked it. Saxe’s Strand, Milwaukee, Wis. ‘ Molly O.” Well pleased with it. Good receipts. Strand, Akron, E. J. Weisfeldt. O.—James P. Dunlevy. 'The Idle Class” and “Woman’s Place.” Broke attendance and ‘The Kid.” Broke box office and attendance records. Alcazar, box office records. Both pictures went over big during week’s Syracuse, N. Y.—E. B. Meitzler. run. Victory, Evansville, Ind.—Byron Brentlinger. ‘ The River’s End.” Best attendance for many weeks. Opera

1 Courage.” Every one highly praised it. Considered one of the House, Versailles, O.—H. Reid. finest pictures shown this year. Empress, Owensboro, Ky. 1 Shoulder Arms.” Broke attendance records. Receipts excel- Arch Bamberger. lent. Crescent, Pontaic, 111.—Hal Opperman. ‘ The Cup of Life.” Very well liked. Vista, Chicago, 111. —George ‘ Stranger Than Fiction.” Excellent receipts. Play full of thrills. Martin. Blackstone, Dwight, 111.—A. B. McCollum. 1 ‘ Stranger Than Fiction.” Effect on audiences very marked. Miss The Sign on the Door.” Excellent. Majestic, Mansfield, O. MacDonald favorite here. Haven, Olean, N. Y.—Alba W. Root. W. A. Partello. ‘Peck’s Bad Boy.” Well pleased. Return showing. Hipp, Sioux 1 Twin Beds.” Exceptionally popular. Majestic, Streator, 111. City, la.—J. H. Cohen. Bradford Brayton. ‘Gypsy Blood.” Very good. McKinley, Canton, O.—E. F. Em- ‘ Mother O’ Mine.” Liked it very much indeed. Happy Hour, rich. Syracuse, N. Y.—Mitchell Fitzer. ‘ The River’s End.” Best attendance record of year. Splendid ‘ Two Minutes to Go.” Good crowds. Many praiseworthy com- box office receipts. Royal, Cincinnati, O.—Carl Scheidel. ments. Strand, Milwaukee, Wis.—E. J. Weisfeldt. ‘ The Sign on the Door.” Generally much praised. Climax as- ‘ A Small Town Idol.” Excellent receipts. Entirely satisfactory. tounding. Broke bad summer slump by doing regular high- Repeaters next night. Majestic, Sreator, 111. —Bradford Bray- season business, despite most remarkable opposition in history ton. — ” ” “ ‘ of Kinema “ Queen of Sheba opening, Three Musketeers Peck’s Bad Boy.” Broke attendance record, on return engage- opening, “The Old Nest” opening and Paramount Week. ment. Victory, Evansville, Ind.—Byron Brentlinger. Kinema, Los Angeles, Calif.—Edward A. Smith. ‘The Oath.” Excellent receipts. Thielen’s Majestic, Blooming-

1 The Invisible Fear.” Box office and attendance records equalled. ton, 111.—A. G. Schade. Audiences highly pleased. Luna, Lafayette, Ind.—Herbert H. ‘ Bob Hampton of Placer.” Very good. Engagement one of best Johnson. of season. Strand, Fremont, O.—Carl F. Miller. 1 Lessons in Love.” Excellent. Grand, Tiffin, O.—R. W. Law- ‘ Man-Woman-Marriage.” Receipts excellent. Thielen’s Majes- rence. tic, Bloomington, 111.—A. G. Schade.

1 My Lady’s Latchkey.” First class. Strand, Fremont, O.—Carl ‘ The Idle Class.” “ Standing room only.” Strand, Syracuse, F. Miller. N. Y.—Edgar L. Weill. ' Wife Against Wife.” People liked the picture. Shakespeare, ‘ Peck's Bad Boy.” Well pleased with it. Fine box office receipts. Chicago, 111.—J. Lamm. Bijou, Xenia, O.—J. T. Hibbert. ‘ Bob Hampton of Placer.” Excellent picture. Scenic, Sioux ‘ Greater Than Love.” Good box office receipts. Lyric, Cincin- City, la.—Morris Smith. nati, O.—McMahon & Jackson. 1 Foolish Matrons.” Very good. McKinley, Canton, O.—E. F. ‘ Stranger Than Fiction.” Went over big. Excellent box office Emrich. receipts. Thielen’s Majestic, Bloomington, 111.—A. G. Schade.

1 One Arabian Night.” Excellent. Much impressed by acting ‘ Scrap Iron.” Tip top. Business was big. New Royal, Findlay, and settings. Haven, Olean, N. Y.—Alba W. Root. O.—W. K. Richards. ‘Trust Your Wife.” Excellent. Liberty, Vermilion, O.—Charles ‘ Bits of Life.” Good box office receipts. Strand, Cincinnati, O. S* Decker. I. Libson. ‘The Sign on the Door.” Excellent. New Royal, Findlay, O. ‘ Scrap Iron.” A knockout. Broke attendance records. Crescent, W. K. Richards. Pontiac, 111.—Hal Opperman. ‘The Idle Class.” Went over big. Broke box office and attend- ‘ In the Heart of a Fool.” Failed to get across with many. Tren- ance records. Grand, ..vansville, Ind.—Henry Meyer. ton, Lynchburg, Va.—J. B. Trent. 1 The Kid.” Six reels of joy. Filled house for the two days on ‘ Courage.” Excellent. Engagement best of the new season. third run. Majestic, Evansville, Ind.—Charles Sweeton. Lion, Bellevue, O.—G. R. Moore.

1 Two Minutes to Go.” Excellent. Larger audiences than usual. ‘ Not Guilty.” Very good on return showing. Dreamland, Lor- Wonderland, Lorain, O.—August Ilg. ain, O.—August Ilg. The Cup of Life.” Excellent. Business satisfactory. Majestic, ‘ Married Life.” V ery good. Results satisfactory. Liberty, Mansfield, O.—W. A. Partello. Vermilion, O.—Charles S. Decker. Scrap Iron.” We are always sure of a certain profit on Ray ‘ Peck’s Bad Boy.” One of the most pleasing pictures shown pictures. He always pleases the public, and the applause dur- here. Business in excess of expectations. Schade, Sandusky, ing the fight was marvelous. As usual Ray went over big. Al- O.—George J. Schade. hambra, Los Angeles, Calif.—W. L. Newberry. 1 Mother O' Mine.” (Thomas H. Ince Productions.) Audiences 1 The Sign on the Door.” Fine. Harvard, Chicago, 111. —J. delighted with clean, sweet story. Delaware, Albany, N. Y. Goston. Sam Suckno. Lessons in Love.” Good. McKinley, Canton, O.—E. F. Emrich. ‘ The Sky Pilot.” Everyone well pleased. Strand, Sioux Falls, Gypsy Blood.” Pola got them the second time. Trenton, Lynch- S. D.—J. A. Dundas. burg, Va.—J. B. Trent. ‘ Bob Hampton of Placer.” Very pleasing. Rialto, Clinton, la. ' The Temperamental Wife.” Liked it tremendously. Rialto, D. J. Smith. Syracuse, N. Y.—S. P. Slotnick. ‘ The Child Thou Gavest Me.” Good. Dickie Headrick has be- Sign on the Door.” Very satisfactory. The Kimbark, Chicago, come an idol. Saxe’s Strand, Milwaukee, Wis.—E. J. Weisfeldt. 111. —R. P. Loper. ‘ Serenade.” Do not appreciate Spanish pictures here. Princess, ‘ Wedding Bells.” Broke box office and attendance records. Sioux City, la.—William C. O’Hare. Everybody praised it and a number came a second time. Big- ‘The Sky Pilot.” Very good. Broke attendance and box office gest Thanksgiving Day matinee in three years. Empress, records. Rialto, Glens Falls, N. Y.—Bird, Mausert & Colman. Owensboro, Ky.—Arch Bamberger. ‘Bob Hampton of Placer.” Very good. Dreamland, Lorain, O. ‘ Lessons in Love.” Excellent. Satisfactory results. New Royal, —August Ilg. Findlay, O.—W. K. Richards. ‘The Passion Flower.” Picture did not draw the usual Norma ‘Playthings of Destiny.” Excellent. Majestic, Mansfield, O. Talmadge crowds. Regent, Syracuse, N. Y.—Harry Gilbert. W. A. Partello. ‘Jim the Penman.” Some well pleased. Princess, Sioux City, ' The Golden Snare.” Great. Broke box office and attendance la.—W. C. O’Hare. records. Huron, Huron, O.—Wesley Price. ‘The_ Scoffer.” Good picture; business good. Empress, Owens- ‘ Wedding Bells.” Excellent. Schade, Sandusky, O.—George J. boro, Ky.—Arch Bamberger. Schade. ‘ Mama’s Affair.” Good. Grand, Tiffin, O.—R. W. Lawrence. ‘My Lady Friends.” Very well received. Hyde Park, Chicago, ‘Trust Your Wife.” Excellent in every way. Lion, Bellevue. O. 111.—A. Ettelson. —G. R. Moore. ‘ The Ten Dollar Raise.” Got many laughs. Unusually good. ‘Playthings of Destiny.” Attendance and box office records Academy of Music, Lynchburg, Va.—Roland T. Himmer. equalled. Luna, Lafayette, Ind.—Herbert H. Johnson. ‘ Bob Hampton of Placer.” Broke attendance records. Excellent ‘ Love, Honor and Behave.” Excellent. Royal, Bellevue O. receipts. Best picture of fall run. Royal, Minonk, 111. —Messrs. G. H. Moore. Morse and Cook. ‘Courage.” Fine. New Alhambra, Canton,. O.—J. D. Kessler. ‘The Sign on theDoor.” Great. Original four-day booking ‘The Sign on the Door.” Norma Talmadge always pulls above stretched into showing. week’s Wonderland, Lorain, O.—Aug- the average. They liked this picture better than many of the ust Ilg. others. Happy Hour, Syracuse, N. Y.—Mitchell Fitzer.

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A franchise in your house is worth four super-specials at the opposition! . .

First National Franchise Semi-Monthly

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Associated First-National An UNPLAYED Picture How Much Do You Owe is an Unwelcome Guest at Releases Yourself in Delayed Dates Your Table of Dividends on This List of Features? (Arranged alphabetically and keyed with the standard exchange numbers)

*109 feet 54 Passion (Pola Negri and cast of 5000) 9058 feet *108 feet 61 Passion Flower, The (Norma Talmadge) 6953 feet *106 A Thousand to One .6055 feet 10 Passion’s Playground (Katherine MacDonald) 5962 feet *120 iaf) feet 31 Peaceful Valley (Charles Ray) 6653 feet 100 .5873 feet 77 Peck’s Bad Boy (Jackie Coogan) 5048 feet 117 Perfect Woman, The (Constance Talmadge).: 5249 feet 133 feet .5236 feet •92 Pilgrims of the Night (J. L. Frothingham Prod.) 5781 91 6464 feet *71 Playthings of Destiny (Anita Stewart) 6111 * eet *93 .5488 feet 138 Polly of the Follies (Constance Talmadge) 6137 feet 69 .7268 feet 8 Polly of the Storm Country (Mildred .Harris) 6608 feet 26 .6761 feet *113 .4594 feet *141 Red Hot Romance (John Emerson-Anita Loos Prod.) 6055 feet River’s End, The (Marshall Neilan Special) 6584 feet *131 feet *137 Rosary, The (Selig-Rork Prod.) 7045 feet *134 feet 128 R. S. V. P. (Charles Ray) 5824 feet 85 .6162 feet 72 .6504 feet 83 Salvation Nell (Whitman Bennett) .5485 feet 23 5328 feet 33 Scoffer, The (Allan Dwan Prod.) .6518 feet *118 .4932 feet 58 Scrambled Wives (Marguerite Clark) .6144 feet 74 Scrap Iron (Charles Ray) 6747 feet 39 .5103 feet *129 Sea Lion, The (Hobart Bosworth Prod.) .4367 feet 35 .6342 feet 87 Serenade (R. A. Walsh Prod.) 6380 feet *117 .5669 feet 140 Seventh Day, The (Richard Barthelmess) .5392 feet 40 .5850 feet .6985 feet *139 Shattered Idols (J. L. Frothingham Prod.) 9 .6518 feet 89 Sign on the Door, The (Norma Talmadge) 7192 feet *119 Silent Call, The (L. Trimble-Jane Murfin Prod.) .6784 feet 5 5884 feet 73 Sky Pilot, The (Cathrine Curtis Picture) 6355 feet 3 feet 135 Song of Life, The (John M. Stahl Prod.) .7166 feet 21 .5946 feet 66 Sowing the Wind (Mayer-Anita Stewart) 8867 feet *114 .6544 feet 13 Splendid Hazard, A (Allan Dwan Special) 6174 feet *103 feet 123 Star Dust (Hope Hampton Prod.) .6118 feet 80 Stranger Than Fiction (Katherine MacDonald). 6388 feet 65 .5420 feet feet 16 .6928 feet *115 Ten Dollar Raise, The (J. L. Frothingham Prod.) 5726 78 .6084 feet 124 Tol’able David (Richard Barthelmess) 7345 feet 28 .5850 feet 59 Trust Your Wife (Katherine MacDonald) 5275 feet 47 .5627 feet 44 Truth About Husbands, The (Whitman Bennett) 6925 feet *116 feet 32 Twin Beds (The De Havens) 5580 feet 70 .6027 feet 96 Two Minutes to Go (Charles Ray) 5954 feet

43 6000 feet 41 Unseen Forces (All-Star Franklin) 5680 feet *126 feet 24 .5605 feet 76 Wedding Bells (Constance Talmadge) 6070 feet 130 .4591 feet 20 What Women Love (Annette Kellermann) 6377 feet 98 5140 feet 90 Wife Against Wife (Whitman Bennett) 5864 feet *101 5923 feet . 5800 feet 7 Woman Gives, The (Norma Talmadge) •111 .3595 feet 51 Woman in His House, The (Special) 7524 feet 97 Woman’s Place (Constance Talmadge) 5645 feet *110 .6312 feet 127 Wonderful Thing, The (Norma Talmadge) 6890 feet 6 .6955 feet 4 .5695 feet 12 Yellow Typhoon, The (Anita Stewart) 6347 feet 2 .5485 feet 15 Yes or No (Norma Talmadge) 6477 feet 22 .6723 feet 94 .4998 feet CHAPLIN 19 .6448 feet 64 .6098 feet *1801 Idle Class, The. 1905 feet *56 .5360 feet

*104 .5720 feet TURPIN *102 .6253 feet 67 .5861 feet *1603 Bright Eyes 1731 feet 125 6960 feet *1601 Love’s Outcast 1784 feet *105 .6022 feet *1602 Love and Doughnuts 1819 feet 11 .5888 feet 38 4572 feet *122 .6751 feet LEHRMAN 132 .5988 feet *107 .6438 feet 25 Kick in High Life, The 2067 feet 34 Wet and Warmer 2061 feet 52 .5584 feet Punch of the Irish, The 1104 feet 60 8104 feet Game Lady, A 1650 feet 14 4938 feet 27 .6541 feet 86 .6140 feet KEATON *121 .7588 feet *112 6000 feet 1803 feet 136 .5090 feet *1701 Playhouse, The 2042 feet 99 5650 feet *1702 Boat, The . . . 1935 feet 49 5067 feet *1703 Paleface, The .

46 5965 feet SENNETT 82 6566 feet 30 6263 feet 18 5014 feet *1501 Made in the Kitchen...... 1717 feet 50 6293 feet *1502 She Sighed by the Seaside. 1715 feet *1503 Call a Cop 1701 feet 63 7960 feet *1504 Hard Knocks and Love Taps 1914 feet 37 5858 feet *1505 Be Reasonable 1590 feet 55 6161 feet *1506 By Heck 1653 feet 95 7660 feet *1507 Duck Hunter, The 1844 feet

ALL PRODUCTIONS MARKED • ARE BOOKING ON THE OPEN MARKET AT ALL FIRST NATIONAL EXCHANGES

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Let’s Go Smilin’ Through 1922 on the First National Band Wagon APRIL 1922 VOLUME 2, No. 7 1, THE ASSOCIATED FIRST NATIONAL FRANCHISE

R. A. WALSH Presents

A Faithful and True Picturiza- tion of Peter B. Kyne's Most Beautiful Love Story

It Tells of the Sea and the Big Timber Lands.

It’s the Biography of a Girl’s Heart—Nan of the Sawdust Pile, played by MIRIAM COOPER

A First National Attraction

COMPLETE REVIEW OF $1-A-WEEK COMPETITION IN THIS ISSUE A Great Newspapers Tribute To a Great Motion Picture

1 4 MILIN’ THROUGH” was here with Jane Cowl last year. An Editorial On Norma Talmadge does it for the movies with the advantages of the movies. On the screen the influence of the spiritualized love story can go into every town in the country. Ten thousand SMILIN' people can see Miss Talmadge where one could see Miss Cowl.

HIS is a tremendous increase in influence and a reason for com- THROUGH T mending the exercise of a good influence. The drama itself is one which forces the belief in the sublimation of human emotions, Reprinted From Chicago Tribune of March J purposes, and character. It insists to many people who have lost some of their belief in the possibility of romantic good that human

life can be developed into forms which are beautiful, clean, and

spiritual. It says that men and women may have ideals which are not lost in contact with realties, that they may be well bred, tenacious

in their love, simple in their lives, and clean in their thoughts and emotions.

HE minor sins of some movie productions are lacking in the T screening of ‘‘Smilin’ Through.” Charms of simplicity are not so often sought by a producer. Out in Hollywood they generally

think that if wealth is indicated in the characters it must be repre-

sented by bathing girls jumping into marble pools in the blue moon- light and by doubling up the butlers as the de luxe Uncle Tommers double up the Topsies.

HE producer of “Smilin’ Through” has kept it in the garden T where it belongs. Wealth is indicated, but there is only one servant, the housekeeper. Good breeding creates the atmosphere,

and there are no offenses against it.

In the charming garden the story is unfolded with the miraculous

power of the camera to produce effects. The two love stories reveal the steadfastness of the lovers to sustain affection above the shock

of tragedy and the test of time. That, if only an illusion, is one which people want to cherish and one which gives them inspiration to try to cherish.

HE old lover who loses his bride by the shot of a jealous rival T carries his sublime romance into eternity with him. The young lover who nearly loses his girl through the passion of hatred the old man has for the family of the assassin and again through the maiming

he suffers in war and the consequent self-depreciation, is, you know, as durable in fealty and fine in emotions as the older man.

EOPLE in their stumblings through life try to keep their eyes P fixed on a star. We do not believe that in realistic plays they should be deluded, but we believe that a tonic of romance does the spiritual man good. We believe that people will go into a spiritualized

world in “Smilin’ Through” and that they will return from it with an inspiration. They may have been looking into a mirror deceiving

them with a grace and beauty and worth which is not to be found in SMILIN’ THROUGH— IT’S ALL THE SCREEN CAN GIVE their mirror of life.

Even as an illusion it is good. Man should be noble if only in

his dreams. April 1, 1922 First National Franchise Here are the Nine “$1-a-Week” Job Winners

Class 1 —Ed. L. Hyman, Brooklyn Class 2—W. C. Patterson, Atlanta Class 3—John Paxton, Paris, Tex. Ralph Lieber, Indianapolis Arthur Stolte. Des Moines Al. Gottesman, Shenendoah, Pa. Frank Steffy, Seattle O. K. Mason, Wichita Joe Burton, Toccoa, Ga.

OSTAL TELEGRAPH - COMMERCIAL CABLE- TELEGRAM

^ »• »«. V *. c. . L 5 M6\r T «07R 69 BLUE 3E x »«»t ten*? ^tiotua put PARIS TEXAS MARCH 28 1922 - •totcoa. 03 C L YEARSLEY CR ASSQ FIRST NATIONL PICTURES '‘SIllff, SIX ANO EIGHT BEST 46 ST NEW YORK NY nut »**• A*® 0 ».* WIRED YOU MARCH 24 T^ ALSO SENT PHO fuS TO FRANCHISE BY MAIL STOP WISH

TO ACKNOWLEDGE RECEIPT OF TELEGRAM INFORMING ME OF MY SUCCESS IN WINNING ORE OF THE OOLLAR PER *EEK JOBS STOP WISH TO EXPRESS MY SINCERE

Silent Call and Costume Contest Winners will be found on page 32 — ,

4 First National Franchise Semi-Monthly

Over a Million Inches of Advertising And a Thousand Exploitation Ideas Grow Out of the “$l-a-JVeek” Job Competition

XCEPTING the record of its birth, ho page in the history of ern District Manager. “ Luke,” wiseacre that he is, got theatres E First National will stand out more sharply or more bril- of all description to join in the proposition, planting the date for liantly than that of the anniversary week-—February 18th to First National Week. Fourteen houses joined in it, the newspapers 25th, 1922.' gave it vast publicity and a $2,500 advertising fund was raised. It was the greatest week in the history of the company and The climax was a big parade in which the theatres entered gay brought forth some of the finest examples of showmanship the floats, four of them being First Nationals. motion picture industry ever has known. Virtually every one of The judges wanted to award “ Luke ” a trip to Los Angeles, but

the 5,932 theatres participating did exceptional business on the gave it instead to Frank Steffy, of the Coliseum, after it was ex- . week, and in many cases new attendance and box office records plained that “ Luke ” was ineligible because he is an executive of were set. the organization. It would have been a case of carrying coals to An accurate figure on the amount of advertising used during the Newcastle, inasmuch as L. O.’s new duties will take him regularly eight-day period is impossible, but judging from the huge space to L. A. * # * in the hundreds of ad samples sent in an estimate of more than

1,000,000 inches for the eight days does not seem too much. T was regretted that prizes could not be awarded to many more “ ” The Sl-a-Week contest was a stimulating factor in the car- I than the nine, because there were some really splendid ideas nival of exploitation, and it has been declared by veteran editors presented by the live wires of the First National family. For of the trade press, who acted as judges in the selection of the nine instance, out in Sioux City, Iowa, Bill O’Hare, manager of A. H. winners of trips to California, the most successful competition they Blank’s Princess, devised a First National Flag which he sprang have ever known. A tabulation probably would show more than on an unsuspecting public a week in advance of First National 1,000 ideas polled, enough to constitute a showman’s handbook. week. There was real genius in this stunt, which is explained in Arrangements for the trip have not been completed, but the con- detail elsewhere. census of the prize winners seems to favor the month of July. Others who came in for honorable mention and serious con- Announcement of the date on which the winners will start West will sideration as prize winners were Nick Mahon, of the Marlow the- be made in a later issue of Franchise. atre, Ironton, O.; Ralph Blank, of the Garden, Davenport, la.; * * * Ole Nelson, of the Majestic, Grand Junction, Col.; M. C. Toot- hacker, of the New Lewis, Independence, Mo.; Charlie MacManus, VERY man who showed First National pictures during the week of the Colonial, Tacoma; Gus Metzger, of the Rivoli, Portland; the E was a potential prize winner, and more than 100 took the mat- managers of the Strand and Liberty, Seattle; Ben Davis, of Nor- ter seriously enough to send in photographs and newspaper clip- wich, N. Y. Harold E. Brady, of Crandon, Wis.; Arch Bamberger, pings as evidence of their efforts. Obviously, they could not all ; of the Empress, Owensboro, Ky.; John Kessler, of the New Alham- win prizes, although there were so many fine campaigns submitted bra, Canton, O.; W. G. Mitchell, of the Majestic, Kalamazoo, Mich.; the judges had a difficult task selecting the winners in the three Guy Wanders, Rivoli, Baltimore, and R. I. Morrison, of the Isis, classes into which the competition was divided. Aspen, Col. The judging was entirely in the hands of the trade paper editors: In order to give the entire First National family and exhibitors Epes W. Sargent, Moving Picture World; J. S. Dickerson, Motion in general the benefit of the advertising, ballyhoo, lobby display Picture News; John Spargo, Exhibitors Herald; Charles Simpson, and other forms of exploitation that were used in the contest, this Exhibitors Trade Review; R. W. Baremore, Morning Telegraph. issue of Franchise is virtually 100 per cent devoted to the con- Mr. Spargo acted for Mr. Weaver, of the Herald, and Mr. Simpson, test; and at least one sample, either of advertising or stunts, is for Mr. McLellan, of the Trade Review, both of whom were unable reproduced from every campaign that was sent into the New York to be in New York for the judging. office. In order to insure absolute fairness, First National kept all of

the material sealed until it was presented to the judges. Only one Paris, man, who received and classified the campaigns, knew what they John D. Paxton , of Texas were. When the judges gathered to consider the material, Mr! Is the Honor in Great Contest Yearslev, and the Editor of Franchise brought out the packages for Man them. These were spread out in classes, one class being considered HE outstanding figure of the entire competition was John Paxton, gen- at a time, and the First National representatives retired while the eral manager of the Musselman Theatre interests in Paris, Corsicana T and Sherman, Texas. Had there been a grand prize for the best work judges arrived at their decisions. in any class, Paxton, the judges said, would have been declared the winner. » * * As the saying goes, Paxton “ used everything but the kitchen stove ” in his campaigns for the three cities, and, in lieu of that, employed a real airplane NLY two entrants appeared in the first class (theatres seating to fly over his country. O 2,500 and over), these being Edward L. Hyman, of the Brook- His prime achievement was the newspaper support in each of his towns, lyn Mark Strand; and Ralph Lieber, of the Circle, Indianapolis. one editor giving up the front page to him for an ad and donating half of So the judges, of their own volition, decided to consider the Seattle the space in recognition of his labors. One paper, the Paris Dinner Horn, even wrote an editorial about his campaign as follows: Go-To-Theatre Week as a Class A unit and award the prize to the Never before in the history of the moving picture industry has there been made who made the best showing in it, regardless of seating capacity conducted a more active advertising campaign than that being forwarded just now by John Paxton, assistant manager and publicity man for the of his theatre. Musselman Theatre Interests in putting before amusement lovers of this National Attractions. Not only in Paris, but in Corsicana This Seattle event, which was a civic carnival, section First amusement was and Sherman, movie fans have been impressed by the sincerity of his the biggest thing pulled anywhere during First National Week; determination to give patrons of these playhouses productions by a full corps of actors and actresses, producers and directors whom the most and was the direct result of the foresight of L. O. Lukan, our West- (Continued on page 6)

Smilin’ Through”—It’s All the Screen Can Give April 1, 1922 First National Franchise 5

Some of the things John Paxton did in Paris, Corsicana and Sherman , a- Texas, to win a place in the Third Class of the Dollar- JVeek Tourists

“ • " V -

f,WT '** to I I to I **» I r** 1 :""' r*n I I *!£!» I I mSU I I Jrtm i I I I

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1—Lobby, Parisian Theatre, Paris. 2—Lobby, Grand Theatre, Corsi- cana. 3—Lobby, Grand, Paris. 4—Rocking Boat, Grand, Corsicana.

5—Lobby, Travis, Sherman. 6—Lobby of Travis, Sherman. 7—Inter- urban ballyhoo for the Travis. 8—Children’s parade and Matinee,

Grand, Corsicana. 9—Boy Scouts Matinee, Grand and Parisian, Paris.

10—Airplane used for advertising and for prize rides, Corsicana.

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Don’t try to Collect $10 on this Issue—It can’t be Done ————

6 hirst National Franchise Semi-Monthly

(Continued from page 4 imillMMIMIMIIIIKIIlmilllllllllllilMIIHIIIMIIIIMIHIIIIIHIIII iiiiiMiiMimniiiiHUMiHMiHiiiiininiiiiitiiiiiiiiiiiniiiiiiiiiumHiiiL ) string celebrated as First National conservative critics recognize as the flower of the motion picture world. Week. Lukan was chairman of the We feel a special pride in the splendid Carnival Committee. work of Mr. Paxton, because of the Paxton s Prize Publicity Package fact that he was on the Dinner staff Out of the big doings, Frank many years ago, before entering the Steffy, of the Coliseum, emerged a movie field. In all his work, nothing John Paxton did excelled his selling ” $l-a-Week man. Steffy’s campaign A recapitulation of Paxton’s work “ of 1 included: in the three towns over which he has First National Week to the editors of papers in Paris, Corsicana and I Advance teasers on “ Penrod ” and supervision reveals some startling Sherman, Texas. IFhen an editor in a live town gives to up a pub- 1 a puzzle contest. facts, as follows: licity campaign, he's convinced it is One week before the engagement he a big news event. Paxton did | posted forty 24 sheets, twenty-five six Used 743 inches display advertising. it, in each case the editor donating half the page to him. This, from 1 sheets, forty three sheets and eighty Obtained 257 inches of display and one sheets, 300 window cards. 1,707 lines of reading matter free. Paris, is a sample. Secured entire front page of Paris Advance trailers on First National Week showing scenes from “ Penrod ” paper. "»" iiimiiilillinimimiitMiiiiii Used eighteen First National pictures. and close-ups of First National stars. Built eight different lobby displays. Special window displays on “ Pen- Chartered airplane, which he painted rod ” books, skates, knives and other and decorated and sent flying over a The Daily Dinner Horn articles dear to the heart of a boy. whole county, later using it for aerial He tied-up with confectioners and ” excursions for prize winners. soda fountains to feature “ Penrod Used 40-piece band, street cars and ******** * *****. sundaes and “ Penrod ” ice cream. Had intexurbans. large ice cream manufacturer donate His campaign on behalf of the 3,500 special confections bearing the I firs week. “ Penrod ” imprint on the wrappers. Grand and Parisian Theatres, in a t NATIONAL Presentation : He opened the show Paris, summarized, was: with a special march dedicated to First National Week and played by a 40-piece Secured ENTIRE NEWSPAPERS— ft RANP THEATR E? orchestra at each performance. Special FRONT PAGE OF DAILY PAPER prologue with “ Penrod ” and two little as opening of campaign. One-half of MUSSELMAN THEATRE INTERESTS negro boys, “ Penrod ” singing song. this ad was donated to me. The usherettes wore silk ribbons read- Used 236 inches of display during GREAT INDEPENDENT SCREEN ARTISTS- ing “Penrod and First National Week.” GRAND NATIONAL EXHIBITION- campaign. m M This prologue was reproduced on the A SUPREME SHOW WEEK OF THE YEAR Secured 75 inches display FREE. float Mr. Steffy entered in “ Go-To- 566 lines of readers FREE. u Secured Wednesday and Thursday Theatre Week” parade. Induced Newspaper Editor to carry Today and Tomorrow Friday Lobby : A beautiful shell was built stories of First National Pictures and Saturday free for the front of the house, showing cut- during the entire year of 1922. ACCES- outs on “ Penrod ” in elaborate colors FIRST NATIONAL which were brilliantly illuminated at SORIES—Used five 24 sheets, 40 one Arthur S. Kane night. sheets, 40 newspaper cuts, 10 banners, Annette Kellerman Presents Advertising—Used big copy all week, ran five different announcement slides In Her Mile-A-Minute Comedy Drama samples of which are included in lay- and three trailers advertising coming of " " Charles Ray What Women Love out on Page 8. First National Week. DISPLAYS—Were built on R. S. V. P. a LOBBY She boxes like Dempsey decorated street car and I 0 all pictures. A She swims like a fish Advertising First National

40-piece band used during the week. She dances like it fairy FREE BOY SCOUT MATINEE— She runs like a deer Jensen and Von Herberg played Showing to over 500 boys who cheered She just saa'h malls ku behave. “ ” in all their when cjreM coat when he needed First National Week the First National Trade Mark $ 9 Wi same appeared on screen. needecT HER most. $ advertising, not only a good business 0 tnd, under • First National pictures Ran NINE With I -I Thrills.::::the Heave Stars, Including Lon Chaney and excellent Wesley (Freckles) Barry. stunt for the week, but an during WEEK. "Toonerville Follies." a two-reel co edy on same program. Special mui "BY HECK." builder of future business. On bill matinee and night. In Corsicana i t miss this program. t boards all over the city they splashed the cam- Following is an outline of twenty-four sheets on First National over for the Grand Thea- and Tuesday paign put Monday Friday and Saturday Week. They carried the line in a tre, Corsicana, Texas: James Oliver ' Curwood's banner across the top of most of

great story of out-door life NEWSPAPER S—Opened with As Priam Farit sup- Wednesday and Thursday their newspaper advertisements FULL PAGE AD. One-half of same rdiallv invites you to his uneral." He ll be there A PHOTOPLAY THAT'S' DIFFERENT. ported the queer little men, made was donated to John Paxton by the nself. He regrets he had "The River’s by Sunlight Publishing Co. die. but it was the only dodge a husband- End" of the First National trade mark, the inches DISPLAY during Used 312 “ ” He'll change your 7 first saying c’mon and the second the week. p A picture that will live far- 889 free Secured FREE LINES one “ folia us.” Scattered through write-ups. Secured 112 INCHES “The Great Marshall Neilan has given advertisements were little FREE DISPLAY. Adventure" A Page From The Red-Blooded the screen many wonderful their the pictures, and ’The River's CONTEST—Put over through man Bennett's person- “ Book of Life End" is classed as one of his punches such as This is Go-To- Corsicana Daily Sun without any cost ally supervised production. n to the theatre with the exception of the Theatre Week and ‘Hail the Woman prizes awarded. is among the most powerful First PARADE was used as the opening of the campaign on Saturday, February National plays ever presented.” In 18th when thee theatre gave a free morn- connection with this picture they ing children’s matinee. While the 6L parade was making the main street an played Muriel Frances Dana, a decorated and painted FIRST '*+£r+M*+*M*+*+*+*****M*+.‘*’*Mr*+*mr***j'+rjrw+++ *****************4 r+ *********** airplane Liberty in the NATIONAL PICTURES flew over the Seattle child. At the business district and threw away 500 free tickets good for admissions during Liberty News reel of Seattle happenings was a few feet of Acting Mayor the week. “ ” “ ” proclamation. BALLYHOO—Two polo cars were decorated and used for five days. Bob Hesketh, signing the Go-To-Theatre ACCESSORIES Five twenty-four sheets, 20 one sheets, 10 banners, 5 — The Rex, also one of the same string, but not of the first class, was playing slides and two trailers were also used during the campaign. SPECIAL LOBBY displays and windows were also built. “ Wife Against Wife,” a First National attraction, but as the class of patrons The First National campaign was first announced through the papers, the other three first class theatres, no in Corsicana, February 11th. are different from those who attend enlarged FREE AIRPLANE RIDE and several books of theatre tickets were float was used in the parade, but the newspaper advertising space was given away during the week of February 18th to 25th. “ ” included. float with 24-sheets and the Used five pictures during First National Week. and the First National Attraction A trade mark played big was put in, however, by the exchange. In Sherman First National in Parade Campaign carried out at Travis Theatre, Sherman, Texas: Steffy’s “ Penrod ” float was first in line in the Carnival parade, which was Opened with full page ad—1 —One-half of page donated.donated, Used 195 inches display—-Newspaper-N rate very high. the climax of the event and which was viewed by at least 75,000 persons. Secured 70 inches free display. Secured 252 lines free readers. Prizes for stunts in this parade brought out a queer and marvelous collection. Decorated Interurban—used same for ballyhoo an enormous and A tiny girl, dressed as Chaplin, perched high on a stool on Used two twenty-four sheets, 25 ones,>, 25 22x25 photos,puui.ua. Ran five slides, T ’ ’ ragged two film trailers during the campaign, Used banners and other accessories. gayly decorated truck won first prize of $25. Second prize went to a Built window displays. wear- a slashed umbrella, accompanied by a rather plump girl Used solid First National program. tramp carrying ’ for Weather very bad during week. ing a barrel, rolled stockings, with a smaller keg as a “mask and a tap Sennett s a nose. This was interpreted by many as exploitation for Mack ” prize. “ Made in the Kitchen.” A tiny “ Jackie Coogan won the $5 third Jensen Seattle Carnival and Steffy’s Stunts For color and beauty the float of the Liberty Theatre, one of the National Attraction Polly of iiiimniiiiiiiimmiiiiiiiiiiiiiiiiiiimiiiiiMiiMiimini and Von Herberg string, advertising the First have won the Follies,” featuring Constance Talmadge undoubtedly would Paxton shines forth as the individual star of the competition, the Though flowers and had there been prizes for floats. The car was covered with in pulling off the Go-to-Theatre Week in Seattle must be sagacity of Lukan a great leaves with an arch built in the center, from which was suspended the palm for magnitude of idea. Eight picture houses, two combination given Pierrette costumes white bell. Six pretty girls, garbed in purple and yellow houses, one vaudeville, two stock and one legitimate theatre playing the San Carlo Grand Opera joined in the carnival, which the Jensen & Von Herberg (Continued on page 8)

The Wise Showman will profit by Reading what the other Fellow Did — , .

April 1 , 1922 First National Franchise 7

Sidelights on Seattle “Go-To-Theatre Week”, a mighty stunt born in the Brain of L* O* Lukan* His foresight and Steffy's showmanship captured the Carnival

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“ Smilin Through ” It’s All the Screen Can Give -

8 First National Franchise Semi-Monthly

This is only a partial reproduction of the magnificent ad campaign conducted by the Seattle Theatres and Frank Steffy for First National and Go-To-Theatre Week

® wrap? ~~ , - «*OW PLAT INC PROCLAMATION 3 GD ©nsmnce TALMm&e By Mayor Hesketh n td Mayors Office THEATRE POLLV Scattlc.Washington of rue c'-MttkF HUGH M CALOWCll WEEK' roLues

February 15, 1922

gPOCL.'-HATION

To the Citizens of Seattle:

It is e fine, tnin* for tiie individual to work hard - ond then seek healthy reoreation. It is a fine thing for the canmunity, too. de are engaged here in Seattle in serious work - in viors. tnnt will bring us prosperity ond greatness. But we must not forget how'to play.

t'or this reason, I hereby proclaim the week of February 10 - 25 es"l»o to Theatre Week" 1 am assured that extraordinary efforts have been iade by, a 11 tne tneatres to present the best on stage and screen during this week, snjoy yourselves, residents of Seattle.

( Continued from Page 6) with white ribbons and neck ruffs, walked along- side the float carrying streamers attached to the car. Attached to the girls and to the car, were dozens of purple and white balloons. The balloohs were a half-way tie-up with the “ Dance of the Purple Bubbles,” a masque ball given by the Elks the same week. (This may be a suggestion for a prologue title by the way.) The same organization followed the same hunch of playing up pretty girls in the float for the Strand Theatre, boosting “ Hail the Woman.” The body of the truck was covered with branches with three advertising discs on each side carrying lines such as “ Strand policy, courtesy 100 per cent prescrip- tion,” and others like it. In the center, broadside to the crowds along the curbs, was an enormous fan, ” with pictures of the stars of “ Hail the Woman cut in as the centers of giant peacock’s feathers. Ten pretty girls, the ushers, got the figurative collec- tive eye of the males and kept it while the float was passing. Steffy put a big kick in the float for the Coliseum, J.-V.’s star theater in Seattle. He built a small house on a truck body with open sides and used three characters of the film, basing the float on the circus scene. Signs, roughly painted, similar to those put out by Penrod for his circus adorned the sides.. In the house was a roughly made cage w-ith the sign “ wild animuls ” and above it “ concert oflfie fuMutnf iwt’o/oafii'Ui g

I WHOLE TOWN LOOKS ON WHILE THEATRICAL TALENT ENTERTAINS: running the full length of the car, painted on a GO TO THEATRE WEEK PARADE PRESENTS ASPECT OF POTLATCH rough board background in irregular letters, carried the explanation of what it was all about: “ Now Playing, COLISEUM Theatre, Freckles Barry in ‘ Penrod,’ a First National Attraction.” Great Press Campaign

The theatre managers combined in running advertisements in the newspapers, some of which we reproduce. One of the half-page advertisements was a silhouette in crayon —a rocky coast, lagoon, with trees hanging in from each side. A girl was silhouetted in the center with Pan and his pipes, also in silhouette, at the left. In the left hand corner were the words: “Big Downtown Theatrical Carnival,” and in the upper left center a white disk with the words “Go to Theatre Week, Feb. 18 to 25.” At each side in two long white panels were small announcements of each of the fourteen theatres. In another of the half page advertisements a black banner strung across the top carried the words in white: “Go to Theatre Week,” and below in white on a black disk the “ Big Downtown Theat- rical Week.” These two phrases were the slogans (Continued on page 10)

After looking over Franchise, we think you'll say it teas SOME Contest — —

April 1, 1922 First National Franchise 9

Shots at the Enterprise that won for Mason , in JVichita , and Patterson , in Atlanta. Also some exploitation put over by the Palace , JVichita

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1 Mason grabbed a kodak window. 8-9—The striking Marquee and Lobby of the Palace. 2 unique A symbol on the doors of the Palace. 10 Joint billboard for the two houses over which Stan Chambers 4—Mason’s display in two boys’ clothing windows. rules. 11 5 A drugstore tie-up for “ My Boy.” This was a 50-foot banner across the front of the Metropolitan. “ 12 Pats street car ballyhoo, 6 My Boy ” the key of a boys’ shoe display. used in addition to 600 cars bearing Note—Pat’s rain insurance policy was reproduced in a recent 7 Mason’s tie-up on the Stove angle of “ My Boy.” issue.

5932 Theatres Celebrated First National Week 10 First National Franchise Semi-Monthly

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Joe Burton Awarded Prize for Getting Preacher to Ballyhoo His Show from a Church Pulpit

FTER all is said and done, probably the most sensa- “ White Lightning ” didn’t send a picture of this, but his A tional stunt pulled off by the showmen during First past reputation for veracity is so strong with the trade paper National Week was Joe Burton’s, in Toccoa, Ga., men that they took his word for it, and awarded him a when he had the Baptist minister ballyhoo his show from prize, chiefly on this one stunt. However, that was not all the church pulpit and announce the week’s program at the Joe did, as the summary of his campaign reveals: Star theatre.

Opened up his First National campaign the Baptist Minister announce from his National Pictures are the best pictures on February 15, mailing 3,500 postal pulpit that it was First National’s birth- because they are made by independent cards, announcing the coming of’ First day, and that he would show First Na- stars in independent studios for independ- National Week. tional pictures exclusively for the week. ent exhibitors.” Following this he had Mrs. Burton call The clergyman, in addition, recommended Posted one-sheets in the most conspicu- every number in the telephone directory each and every one of them to be clean, ous places in the business section. (number not given, but Toccoa has a pop- and good pictures. He also gave the Had a man with megaphone announce ulation of 3.500) announcing the opening titles of each day’s program. from the top of the theatre opening day of First National Week, but keeping her Painted First National Week slogans and the pictures to be shown during week. identity a secret. on sidewalks in center of town. Ran First National Week slides and Obtained permission from the city gov- Posted five 24-sheets on the best spots trailer for two weeks in advance. Used ernment to put First National banners in town with the slogan “ First National posters of all pictures booked. across main prominent streets. Pictures will be shown at the Star Thea- Made special banners announcing First Had a boy, mounted on a Shetland tre not only this week but every weett National Week and drove all over the pony, ride through town announcing the as long as we are in the business because country with a bass drum ballyhoo. picture playing and also display First Na- they are the best pictures.” Tied up with local order of Woodmen, tional Week posters. Erected his lobby display one week rn using the drill team in front of the “ On Sunday morning, February 19, had advance, having for the message First theatre.

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( Continued from page 8) advertisements carrying the First National trade- Brooklyn daily and Sunday editions, and in the that all advertisements pounded. In the centre a mark were used in advance and during First Na- Brooklyn sections of the New York World and New butterfly girl spread her wings and below were tional Week, the general import of the ads being to York American. small notices of each of the fourteen theatres. create importance in the event and to publicize the Outdoor Display Each theatre enlarged its usual space and both main attraction of the week.which was Hope Hamp- Huge illuminated outdoor signs high up above Sunday morning papers sprung a front page of the ton in “Star Dust.” These ads were carried in all the hurrying crowds at the busiest points in Brook- dramatic section in colors boosting for the week.

- lyn, the • iiMMimiiiiiiiiiiiiiiiniiiiiilliiiimiiiiiiiiiiiimiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii conveyed message of First National Week The Post-Intelligencer spread for the whole front un u and the showing of “ Star Dust ” at the junction of page of the dramatic section with a design of a One of Patterson’s Big Atlantic and Flatbush avenues, the terminal of the proscenium arch, the curtain in blue, mauve and Long Island Railroad and the subway and elevated black, the pillars surmounted by the conventional Hand-Drawn Ads ” lines. gargoyle capitols, with “ Go to Theatre Week on TiiiimiiniiMiiiMimiiiiiiiiiiiiiiimiiiiiiiiiniiiiiiiiiiuiiiiiiiiiiiiiiiliiiitimniHiHniiiiiiniiiiHimiiititMimiiitiiHimiiiiiuiiir The entire outdoor and indoor electrical display it in red, and a ballet dancer in white standing be- of the Brooklyn Mark Strand was given over to the fore the footlights. At the lower left was the quota- furtherance of the First National Week plan. The tion from the second scene of the fourth act of main electric sign, on the entire outside of the the- Shakespere’s Hamlet, “ The play’s the thing, atre facing Fulton street and Flatbush avenue, the wherein I’ll catch the conscience of the king.” IT’S FIRST NATIONAL WEEKj? main down streets, played up “First National Week” The Sunday Times used a quarter page of the THIS \ITEK - 30 - , 5 - 54S- 730-915 in large colored lights. The electrical display sign front of the amusement section for a red splash DAILY- 12 2 4 irfiomasH lnce Presents over the entrance and on the marquise also were with a gargoyle mask and a ballet dancer in white working. with “ Go to Theatre Week ” in red on a gray panel. Art paintings, prepared by the Strand artist, in Daily jazz stories with catch lines such as “ Let the large frames on either side of the entrance the ‘ stars ’ kill your blues ” helped along the good doors featured the trademark and the attraction. work. Naturally the Mayor issued a proclamation “ ” OVlth an all star cost American flags and First National Week pen- for Go to Theatre Week that got a box, usually ' Including nants were flown from, and draped, the marquise, on the first page of the second section of all the being visible for several hundred yards on three dailies. FLORENCE VIDOR/ LLOYD HUGHES' thoroughfares. miiiiiMiiiiiiiiMliiiiiiiiiimniiiimmimiMiiiiiimmiitiiiiitmiiimiiiiiimu THEODOEE BOBERT J? Indoor Exploitation : | MADGE BELLAMY Hope Hampton Starts Fete TULLY MARSHALL First National Week pennants and American flags | CHARLES MEREDITH were arranged by a professional decorator to project EDWARD MARTINDEL entering the at Brooklyn Strand the First National trademark. Upon VERNON DENT main foyer visitors were struck by the display, es- GERTRUDE CLAIRE TtiiniiiiMiiiMiiniiMiiiiiiiiimittMiiiiiMiiiiiiMMtinmiMiiiiiiMMiiiiiiiiiiiiiiMtiiitimttiMtitiiiiiHimmMitniimiiiiiiiiitiiiitiiP the decorations over the grand staircase. MATHILDE BBONDAGE pecially 1 of the Strand wore a Colonial "C DWARD L. HYMAN, winner in the first class, The chief usher the Master Pm of Storyfrom First National pro- made the trademark the keynote of advance C .Gardner Sullivan tri-cornered hat distributing and “ spot ” advertising for First National Week grams. placed in at the Brooklyn Mark Strand. One-sheets in decorative frames were these sheets bear- Hope Hampton in person, in behalf of First Na- the main foyer and promenades, and announcing tional stars, officially opened the celebration at the ing the First National trademark “ ” opening performances on Sunday. the Star Dust engagement. oil paintings Huge illuminated signs in the heart of Brooklyn To exploit the star, Hope Hampton, placed artis- were only one of many methods used to herald the in frames of this beautiful actress were in news of “ First National Week.” Nine hundred tically in various parts of the theatre, especially carried the street cars carried the message of the celebration the main lobby. Small lobby frames “ ” “ Star on their dashboards into every corner of the bor- trademark and stills of Miss Hampton in preceding the ough. The city caught the significance of the event, Dust.” In the major lobby frame, display of for newspapers in display and reading notices lent week of First National Week, an art “ ” stills gave advance notice. The trade- it importance. Star Dust sign an- Every effort was made to educate the several mark being prominent. The changeable greets every milllion motion picture fans of Brooklyn as to the nouncing the coming attraction, which the theatre proper, leadership of First National—and what the trade- visitor to the Strand as he enters mark upon a picture guaranteed. Large display also announced First National Week. ” “Smilin’ Through —It's All the Screen Can Give April 1 , 19 2 2 First National Franchise 11

Photographic evidence of the prize-winning activities of Ed. Hyman , at the Brooklyn Strand and Ralph Lieber the Circle Indianapolis , , of ,

At top —a close-up of the splendid electrical display Hyman had on his marquee for “Star Dust,” and a view of one of his First National Week crowds. Below—The huge banner, carried by four men, used for street ballyhoo, and a glimpse of the Strand lobby, showing use of American flag and First National banners. It is only fair to state that this photo does not begin to reveal the beauties of the lobby Hyman had arranged.

The house program gave over the entire hack Mark Strand thought it worth while celebrating. distinct ribbons of shifting red, white and blue page to the announcement of the celebration of Miss Hampton brought a message from First Na- light from the booth, the First National trademark First National Week, carrying a photograph of Miss tional artists, and after a chatty conversation in showing upon the stage scenic set. The overture Hampton as well as of the trademark. which she gave the crowds an insight into the During the week proper the entire back cover studio life of First National stars, sang a song page of the program was given over to an explana- especially composed for First National Week. She tion of First National Week, policies and future was given an ovation at both appearances. plans.

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Large “ Star Dust ” heralds, furnished by First HE Circle teas the only theatre that National, with a date imprint in gold upon which grabbed the idea of putting Freckles was announced First National Week at the Strand, Barry across as the First National Week were not only given out to audiences, but were dis- drum major. Here are shown two of the tributed in the thousands to Brooklyn homes the lobby frames doubling up First National week before the celebration. Week and Penrod. Below is a shot at the Novelty “prize pass ” heralds, carrying both the parade put over with the aid of the Indi- First National and Brooklyn Mark Strand trade- anapolis Star. mark. were distributed. This herald outlined in •iiiiiiiiiiiiiiiiiiiiiiitiiaiiiiiiiiiiiiiiiiiiiiiiiiiuiiitiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiMiiiMmiiiiiiiiiiim detail the meaning of First National Week as it iiiiiiiiiiiiitiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiMiiiitiiimtiiiiiiiiiiiimiiiniiiMimiiiiiiiiiniiiiinniiiuniiiiiiiiiiiMiitiiiiiiiiitta related to the public. First ” National Week art posters were used in Mr. Hyman arranged a special “ color light both the men’s smoking rooms and the ladies’ rest overture for First National Week. The Mark rooms. These announced the attractions for the Strand Symphony Orchestra was bathed in three week. Stunt Exploitation

A huge display banner announcing First National Week “Next Week” at the Brooklyn Mark Strand was carried by men in front of the theatre. Free post cards of exterior and interior views of the Brooklyn Mark Strand and carrying an im- “ print reading : This theatre is celebrating First National Week—February 18th to 25th.”

First National Week Program

The personal appearance of Hope Hampton, who was also on the screen bill in “ Star Dust,” was no doubt the chief attraction of the opening performances. Miss Hampton came from Virginia to represent the First National stars at the official opening Managing Director Hyman, in introducing her to large audiences, once at the afternoon performance and once in the evening, explained the aims of First National Week, and why the Brooklyn

25,057 Days W ere Booked During First National Week 12 First National Franchise Semi-Monthly number was “ A compilation of American war songs in celebration of George Washington’s birtli- dav and INDEPENDENCE WEEK OBSERVED First National Flag Invented by O’Hare BY FIRST NATIONAL FRANCHISE HOLD- | | ERS.

First National Week Trailer in Sioux City

During the performance a special trailer prepared by Mr. Hyman, outlining the reason for First M. C. O’HARE, National Week, was shown and read: r manager of A. H. Blank’s FIRST NATIONAL WEEK: This theatre joins Princess Theatre, hands with other independent motion picture Sioux City, Iowa, de- theatres throughout the country in celebrating First signed National Week. We are only too glad to co-operate a First Na- with First National Pictures in bringing their tional Flag, and on product before the public. First National produc- twenty-five most prom- tions rank with the highest and aware of the ; inent fact that Brooklyn’s audiences deserve the best, flag staffs raised we are the first to present these productions in beautiful six-foot flags Brooklyn.—Edward L. Hyman, Managing Director. one week in advance of First National This trailer also carried the figure of a First Week. National brownie. Simultaneously fifty Inasmuch as George Washington’s birthday anni- smaller flags appeared versary occurred during First National Week, Mr. on the trolley poles of Hyman arranged a Washington musical memorial street cars together and in this novelty the First National trademark with two hundred win- played a prominent part. In a colonial interior set dow cards showing the the trademark was monogrammed upon- the panels flag plus a question of the walls, creating an effective design. In this mark. number operatic soloists in colonial costume ap- Before many hours peared, as did a premiere danseuse and partner in passed telephones be- a cotillion. gan to buzz, but not even the newspaper The photographs showing the overflow crowds in offices nor the police the lobbies is absolute proof that Brooklyn’s inter- station knew what the est was thoroughly aroused by the First National flag meant. Week activities. On Sunday morning, F ebruary 19th, the papers carried the so- lution, a well written ! Circle Plays “Penrod” announcement America. Several years ago they began by financ- Up j of First. — National Week and how ing their own productions they have since engaged it would be celebrated ; as a Native Son at the Princess. the greatest directors, the brightest stars and the of motion 0 Hare got up on the stage very finest talent in every other phase at each intermissioi have consequently gotten and addressed picture production and each audience as follows: the greatest results. “ First National Ex- VERYONE in Indianapolis knew when Pen- Ladies and Gentlemen: You bave no doubt, I do not mean to infer that during the hibitors produce all of the very best pictures, but E rod ” came home. The Circle theatre, which past week noticed a strange flag flying pictures that over Stoux City. Perhaps you have asked your- I do mean to state that all of the played 'the pictorial version of Booth Tarkington’s self, or a friend, do produce are of the very best. what flag this was, what it meant, they what it immortal stories of American boyhood, put over the represented. I trust you will allow me I am taking this opportunity of especially calling this opportunity to explain to you that your attention to First National Pictures because most extensive and far reaching exploitation cam- means this flag the same thing to the Motion Picture In- I would have you compare First National Pictures paign in the history of the theatre when they played dustry and to the Motion Picture Theatregoing with other pictures. I would have you form con- this picture during First National Week. public that the original American Flag meant to trasts between First National Pictures and other the young Colonies. It stands for Freedom, In- pictures in your own mind because I am confident The newspapers which always made the life of dependence, Freedom in the one case from that that you will find as others have already found, tyrant in Europe a press agent in Indianapolis one of misery, prob- who would have taxed us without that if it’s a First National Picture it’s got to be representation; freedom in this case from a Wall ably for the first time in their existence actually good. Street monopoly which threatened to control every screen, co-operated with a theatre in an honest effort to to deliver an inferior entertainment, not In addition to springing the First National Flag, dhlybut to tax the public a higher admission price. make a picture a success.. But they certainly out- which is illustrated elsewhere, O’Hare had a bril- lhis dictatorial tyrant’s policies caused the did themselves in putting over accord- “Penrod,” American, independence-loving exhibitors of mo- liant lobby display, used big newspaper space and ing to Ralph Lieber, manager of the Circle. tion pictures from every state in the Union to presented two beautiful operatic prologues, one of band themselves together in an endeavor to main- them the Fleetwood singers, 24 of the best voices The Indianapolis Star agreed to co-operate on a tain their own independence. They call themselves the Freckle show. The Star which is Indianapolis Associated First National Exhibitors of in Sioux City.

only Sunday newspaper and which is the leading iiiiiiiiiiiiiiiiiiiiiiiiitiiiniiiiiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiuiiiinnii, Mini iMiiriiiiiiiiiiiimiiiiiiiiiiimiiiiiiiiiitiiiiiiii luiiiiiiiiiiiiiiiiiiiiiiiiiiiMiiiiiiiiiitiiiniiiiiiiiiHMiiiiiiiiiiiiiinititiimiiimtiniiiiiiiinniiiiiiMiiininiiiniMitmiitiitiiiiiiiiiim morning newspaper, started the Sunday before the opening by running two pictures, one of Wesley Following is a Placing of 200 regular window cards on “Penrod.” Barry and one of Booth Tarkington, with a summary of the Circle campaign: along Placing of fifty special, hand-drawn window cards “ nice story about Penrod.” NEWSPAPER CAMPAIGN in the better windows down-town. Placing of the usual number of three sheets and Tie-up with Indianapolis Star, leading morning six sheets. paper, for freckle show and carrier’s show, resulting Two hundred cards were used on the front of A Story a Day in stories and pictures every day for ten days in the city street cars. advance of opening. ’ CAMPAIGN INSIDE THEATRE Interview with This was followed by a story every day in the Booth Tarkington, which was Advance showing for Booth Tarkington and given nearly a column of Star, with a picture every other day throughout the space in Indianapolis friends, which resulted in considerable publicity. News, which rarely, if ever, publishes interviews Advance showing for newspapermen, which re- week. A follow-up story all about the big freckle regarding anything theatrical. sulted in advance stories which would not other- show was run the day the program opened at the Stories on First National Week published by wise have been written. Daily Times, theatre, along with a three-column cut and an addi- News and Star. Advance showing for members of Board of School Advance stories and reviews in all three Indian- Commissioners. After receiving their indorsement tional one-column picture. apolis newspapers. arrangements were made to announce the showing Advance advertising and follow-up advertising in “ ” in the_ city. The Indianapolis News, which rarely, if ever, runs of Penrod in every schoolroom all three papers. Announcements on the screen advertising First an interview theatrical, per- regarding anything COOPERATIVE CAMPAIGN National Week and “ Penrod ” for a month in mitted an interview with Booth Tarkington to oc- Window display in Stewart’s Book store, with advance. miniature of Circle stage displaying scenes from . . Pen- cupy nearly a column of their precious space along Special posters jn the lobby advertising “Penrod” on drum operated by motor. rod ” for a month in advance. with . a cut of Booth Tarkington. Window displays in the two largest department Special show for carriers of Indianapolis Star stores in the city advertising the book and the all the freckle faced kids in the city, which The Daily Times co-operated to the extent of run- and picture. resulted in much word-of-mouth publicity and the ning three advance stories and one follow-up story, All three book stores also co-operated by placing newspaper stories mentioned above. advertisement basing one story on First National Week, another on “Penrod” along with their regular advertising. “ on Tarkington and another about Penrod.” All three book stores also distributed folders to all their customers advertising “ Penrod.” The principal advertisement “ ” con- Stolte’s Campaign at the on Penrod The standard window displays which the Circle sisted of a four-column drawing, 250 lines deep, has arranged for also were used to advantage. Moines with a line drawing of “ Freckles ” holding the OUTDOOR CAMPAIGN Des Parade of 2,500 freckle faced kids and Star place of honor, supported by of incidents a number carriers through down-town streets, carrying ban- which provide the laughs in the picture. The ners and pennants. N Class 2 Arthur G. .Stolte, managing director copy was short and snappy, touching on the high Posting of 24 sheets advertising First National I of the Des Moines, stepped out and gave the Week and also “ Penrod.” lights in the picture and making an appeal to all folks a real demonstration of twentieth century Posting of 300 one sheets on First National Week “ ” classes. and “ Penrod.” exploitation. He began by booking in Penrod Majority Vote among the Winners will Fix the date for the Coast Trip m

13 April I, 19 2 2 First National Franchise

Arthur Stolte, of Des Moines, won by centering his fire on “Penrod;” Al Gottesman by a multiplicity of smashing advertising stunts

: SWQMjj* i 0M***>** . | '.TEWOD

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flwhiktuw ®§iw*Bfc kic£ 8 -inch stickers w^W^f -^^70> ; were put on the V P^0fl4V£ J papers’tw **Qlvs^*3£:- FOBBED •2*111 Sunday * T ®»DET«e 1 «<**f PARENTS FIT went into the | jwNpli that 1 R e lefcL HIM LTTBT Des Moines homes of DOOR P’

«sh to t''' wiwgSSBs; sides "' SE The pictures show two g built by I of the special lobby Stolte, and a flash at the parade helped to of freckled kids that advertise the week for the Des Moines. mms

«nn»»uiimtnniimniinniiniinnr of the distinctive characteristics of Teddy for First National Week, and then commenced to was one Roosevelt. hit on all cylinders, from a dozen different angles; with “Pat” Lands Booty editors simply can’t get and his newspaper ad campaign stands out as one The city away from printing the harvest of ideas that crop up in of the most extensive used anywhere in the country Both Barrels “ Pat’s ” fertile brain. during the big week. fiiiiimiiiiiiMiMniiiiiiiiiMiiuiiiiiiiiiMiniiiiiiiiiHiMMiiiiiimitMiiimiiiiiimimMmiiiinnintiiiMiiiii iimttittiimmuiK Using “ Hail the ” as his First National The lobby that Stolte caused to be built for Woman Week bet, “ Pat ” revealed as many publicity ten- “ Fenrod ” is the best we have seen on the Neilan OL. PATTERSON, of the Metropolitan, At- he tacles as a devil fish has arms and legs. Here is production since it started on its record making G lanta, landed with both barrels when his campaign in outline: career. The entire lobby was covered with Beaver grabbed off one of the $l-a-week jobs and also board or similar material, and the circus angle of copped S100 cash as second prize in the contest He got columns of advance publicity on First the picture played up in the scenes painted there- on “The Silent Call.” A contributing factor in National Week and added to this when he took out rain insurance policy in the Hartford Insurance mesmeric influence over the a on. One side showed Penrod and his pals peeping each case was his Company, guaranteeing the Metropolitan against through a barn door, the other carried signs adver- newspapers of his town. The way that boy loss during the picture’s engagement. tising their “ big show on earth.” hypnotizes the city editors of the Atlanta papers He gave a special show to 700 school teachers and a special show to the Better Film Committee. his stuff is sinful; but there is this Stolte’s campaign was divided into twelve distinct into running Introduced a two for one ticket scheme, whereby units, thus: to be said—he has the news-making quality that a free admission was given for performances during

Out of the many stunts pulled by Gottesman at the Strand, Shenandoah, Pa., these three are chosen as typical. At left a street car ballyhoo that covered thirty miles; right, boys parade; below, the start of the First National balloon fleet that carried free passes and propaganda

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Strand A*l« STtWART s*t*4 “Swing Ik fciC *M*H s' fuviwc

1. Reproduction of First National Week banner in form of a sticker, eight inches long, which was placed on 40,000 newspapers, announcing First First National Week with each paid adult admission. National Week. Sixty thousand of these were distributed by boys 2. Special newspaper stories on First National in all parts of the city and he also had them in- Week and “ Penrod,” which was the attraction. serted in packages sent out by the city’s largest 3. Five different puzzle contests involving First department store during the week preceding First National stars. National Week. 4. Freckle contest. He used a special First National Week banner, 5. First National parade. “ 50 feet long and 15 feet deep stretched across the 6. Book displays on Penrod.” front of the Metropolitan marquee. Had 1,200 7 and 8. Twenty First National Week twenty- special car cards announcing First National Week four sheets 20 and Penrod 24 sheets. and the picture in 600 street cars. Also hired a Special 9. illuminated 24 sheet with painted side special street car for ballyhoo having First National panels announcing First National Week and banners along sides and ends. “ Penrod.” 10. Specially built lobby display on “ Penrod.” Special show for Atlanta’s Women Club. 11. Extra newspaper advertising. Used specially drawn newspaper ads. Ran to 12. First National one sheets displayed in store capacity in the face of stiff competition, including windows as part of window displays. Sousa’s Band and Pavlowa. ” “ Smilin’ Through —It’s All the Screen Can Give 1 i 1 1 1 t

14 First National Franchise Semi-Monthly

< 1 ii 1 1 1 1 1 1 M ii il 1 1 1 1 1 1 1 1 1 1 ill 1 ii : 1 1 — u 1 in 1 1 1 1 i 1 1 it 1 1 ii 1 1 it i 1 1 ill 1 1 1 1 1 kiiuiiii litti. -*-v v r T M M n in m 1 1 mi in 1 1 iiiii mu 1 kiiiiiiiiii M -f y ^ 0 -V y • i T | 1 Put hirst National HOW Uver Week Some of the Stunts Ben Vsed at By Ben Davis | I | ffoe Colonia

Colonia Theatre,• Norwich,* N. Y. 1 | ~iiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiimiiiitiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii.iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii| l |iii||,||,£ ” ORWICH, N. Y., is a town of 8,000, situated paper and “ bearded ^the lion in his den —ye in the valley — that it would be a N beautiful of Chenango. It is editor and suggested to him a veritable Arcady, beautiful to behold, good stunt to make a local movie, provided—get peaceful and placid as the Pacific on a windless the provided—the paper wanted additional circu- day. State roads lead out of Norwich during lation. The editor saw the point—so I hung on the day to the big centers, Binghamton, Syracuse, it First National Anniversary Week—Go to the Utica—and beckon back to Norwich after the Colonia Week—and Colonia Sun Popularity Con- devil’s own hour. test for leading lady in our local movie, scenario Never heard of Norwich, N. Y.? Perhaps this written by ye scribe. Remember, admission tick- is the reason why it is an Arcadia surrounded by ets counted 20 votes, Sun coupons 5 votes—and ” “ murmuring pines and hemlocks —mountains on the pubilc responded. Ye editor was pleased each side, and a cemetery at each end. It is said and I was tickled—first line of trenches taken. that the stranger who enters Norwich can never I printed my program on the First National leave it—alive or dead. Anniversary heralds—5,000 of them—and mailed The Colonia is the name of my theatre. It is a them to every one within a radius of ten miles. monument to the town’s enterprise, having been The highways and byways were plastered with erected by funds raised by public subscription. ones, threes, sixes, special half-sheets and cards. The seats are most comfortable but only three to four hundred devotees visited this Temple of tp OR out-of-town 1 decorated all the trucks nearby towns with banners, one which I became the High Priest Nov. 14, 1921. making the The big stage was empty for want of troupes of sheets and literature, put on a drum and bugle Levites to help officiate. The electric lights did (who doesn’t drum or bugle in a small town) not shine because 17 cents a kilowatt hour was and kept them going all week. “ ” a heathen rate—and heathen electric companies In town I had a puddle jumper —an Over- must not be encouraged. land, all dressed up and music aboard and kept it jumping all over town, giving out throw- \Y/ HEN I was installed to guide the destinies aways. (See the photographs.) ” of the Colonia I found as a wall decora- On the principal streets I had the town Beau tion a First National Franchise Certificate. “ Hi, Brummel all dressed up in silk hat, Prince Al- " Ho,” thought I. My Gods are known to my bert, cane and rubbers, and wearing a sandwich Arcadians.” I shall call upon them to bring to sign mounted on cheese cloth—a change of dress the Colonia at least enough good people to fill daily to conform with the program—and he was 600 of my spacious, comfortable, and sanitary some proud. (See photographs.) Also a dog seats. In loud voice and print I told them that sled on the streets for “ Golden Snare.” Norma and Constance were coming to Norwich; “Jim the Penman” with the store selling foun- also Micky Neilan, Anita Stewart and the other tain pens; “ Tol’able David” with the hardware Gods and Godesses. But alas store “ ” with sport goods store —my sheep knew ; Golden Snare not the Gods their shepherd was bringing. And selling skiis, snowshoes and sleds. Used dogs, so I became a missionary'. too, with the sled but photographs did not come “ watch to holder of lucky number; Reynolds Drug Be militant,” said I to myself. “Shoot can- out. Co., a girl’s prize, bottle of toilet water; Geo. Ter- nons, make a noise, perform a miracle—resurrect Monday and Tuesday, Kandyland (leading local rill Cigar Mfg. Co., man’s prize, box of cigars; the dead.” And after ample preparation, I prayed confectioner) gave away candy to patrons. Reynolds, Thompson Robinson, woman’s prize, for guidance and strength. Wednesday, Norwich Ice Cream Company gave & pyrex dish; Kandyland, 5-pound box of candy to So the fight was on! Preachers may come and pens, pencils and rulers in connection with “ Jim preachers lucky winner. can go to , but First National Week the Penman.” and First National must go over—and the good folks must come to Thursday and Friday, cash prizes to holders of The battle raged all week the Colonia. And this was the line of action. lucky numbers. Anniversary Week went over with a bang, making Hear ye Scoffers! I went to our only daily Saturday matinee, New York Store, a boy’s many converts. ^n^^•lllllllMllllllllMlllnlmlnllllll^llMmlltmllllllllllltlllllH^lll^^n^^^lM•••••^•••••• imiiiimhimmimwi i , «"^lHlllllllllM^>^ll*•* | "'iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiihiiiiiiiiiiii, m, |, ||, niirMi MnuHiiMMiuiHiiinDiHuimuHiinnnninimiHHtiiiiiiiiitinuii iiimiiiimin iiimuiimii ihiiiiiiii uiiiuii mmiiii iittttiii inmmmi tHM||||||lMll|||^|||Hll|||||||||||||||M||llllllllllllll mil mu ...... in ii... mini, mini. , , . mm, mimmmmmmmmmm.mmmm „

'WnilillMllllllllllllll UIIIIIIIII"llllll"lll|l"||||lllllllllllllllllll|||||||||||||||||||||||||||||||||||||„||||||||| | ||||| | |M ,| | ||||||, | , || |||l;: was awarded a suit of Jackie Coogan clothes. streamers, pennants, flags and pictures of First Na- While Stan Chambers magnanimously stepped tional stars cut from 24-sheets. A similar decora- O. K. Mason, i in front of the theatre. Extra I Wichita, Ties aside to let O. K. win a place among the $l-a-week tion was placed men, he did not forget to play up First National lighting was provided. Up to “My Boy” Week at the Palace, his pet house. He devised On the opening day a decorated trolley car was

mull special decorations for marquee and lobby and operated as a special over the lines of the trolley posted 24-sheets all over town. company. The interior of the car contained an K. MASON, manager of (Y the Regent, Wich- it sped uiiimiiiiimiiiiiiiiiiiimiiiiiiiiiiiiiiMimiiiiiiiiiiiiiimiiiiiiiiiiiiiiimiiiiiiinmiliiiiimimiiiiiiiiiiiiiiiiiiimiiii'iiiiiiiiiiiiiiu orchestra and attracted much attention as ita, was declared a winner in the second over thirty miles of track. Stops were made at class when the judges read a letter from Stanley every town in the region. Chambers, boss of the three Miller theatres in the Al. Gottesman Used At 2 o’clock on the opening day 1,000 toy balloons Kansas city, saying credit for the stunts must be filled with gas were released in front of the theatre. given to O. K. Accessories Liberally “ ” An army of kids and a good sprinkling of grown- My Boy was the attraction at the Regent dur- siiiiiitiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii.imiitiiiimimiiiiiiimiiiiiiiiiiiiimimiimiiiiiiimmiiiiiiiiiimiiimiiMiiimiiiiiiiiiiiR ups were on hand. Each balloon carried a First ing the week and Mason not only put out smashing National pennant with a note to the effect that the newspaper ads on the picture itself, but got a splen- A L. GOTTESMAN, the “ Big Ben ” of Shenan- return of the pennnat was equivalent to a pass to did two-page co-operative ad out with local mer- doah, Pa.., woke up his 24,000 town and the the theatre. Ten of the balloons contained prom- chants, in addition to huge reading space in the entire countryside when he started to ring out the issory notes to the value of $1.00 if returned to the newspaper. One angle of this latter was the Jackie news about First National Week at the Strand. He theatre. Sixty-two of the pennants were returned, Coogan puzzle contest conducted by the Wichita has startled the natives more than once by the some having travelled a distance of 28 miles. News- Beacon, in which approximately 500 persons partici- thorough manner in which he does things, and it is papers throughout the county commented on the pated. a byword among business men that “ Anything Al. “ air fleet ” and urged their readers to be on the In addition to his newspaper tie-ups, he put over Gottesman attempts will be put over with a bang.” lookout for the First National pennants. some bully window displays showing cut-outs of And when he starts something everybody in his “ ” was the vehicle that opened the week little Jackie, First National banners, and scenes neck o’ the woods simply sits up and takes notice. Serenade that the stars might see for them- from the picture. He got these over in a big Three weeks before First National Week he and in order interest being taken in their work clothing store where Jackie Coogan clothes, hats started a teaser campaign in the newspapers and selves the great and caps Mr. Gottesman had a flashlight picture taken of the were sold ; in a shoe store where Jackie everybody within a radius of 50 miles of the theatre will be sent to the Independent Coogan shoes were shown; in a drug store, a hard- woke up to the fact that there was something big audience. This So great was the rush at the ware store and other places. coming to Strand patrons before long. Screen Artists’ Guild. special children’s matinee was The outdoor display included fifteen special After a week of constantly reminding the pop- box office that a matinee. sheets and 200 special one-sheets. ulace to “ Watch for the big week that’s soon com- given after the regular “ the last three Incidentally, Mason, aided by H. G. Gill, exploiting,” Mr. Gottesman started a trailer campaign two Sowing the Wind” was presented “ a hit as Sere- ation man, worked a new kind of kids’ contest in weeks prior to February 18, and the week prior to days of the week and proved as big exploitation conjunction with Greenfield’s, a big department the opening ran a series of small ads letting the peo- nade.” So great was Mr. Gottesman’s for mercy. store. The children were urged to write stories of ple into the secret that First National Week would that he had the local newspaper calling “ insisted on why they liked My Boy,” or, lacking knowledge of be observed at the Strand February 18-25. These The Saturday previous to the opening he the best the paper penmanship ability, could tell it to a salesman. were backed up with news copy furnished by the having a double page ad. but The one giving the best review of the picture press sheet, while the lobby was decorated with could give him was a single page.

Don't Fail to Read what the Man in Stillwater says about F. N. —

April 1, 1922 First National Franchise 15

Commenting on his success, Gottesman said: An incident of the week in Tacoma • H. T. Moore, General Manager of the Moore Amuse- weeks since taking over I have had many big ment Co., signing the Screen Artists Album, while three of his managers look on, the Strand, but First National Week was the banner week. Aside from the newspaper advertising the Charlie McManus, of the Colonial, and E. J. Vaughan, of the Victory are at the right. expense was very small. Besides doing the biggest week’s business in the history of the house I have C. C. Pratt, of the Rialto, is at the left established First National pictures in the minds of the people of the community and this means that a First National picture in the future will get the recognition which it deserves. I have seen various companies holding special weeks but none so thorough as First National. To my mind there is something wrong with the exhibitor who does not act on their sugegstions. The work of exploiting was easy, because First National supplied practically all the advertising matter, heralds, posters and everything necessary for the success of the plan. My hat is off to the First National. * * * In Philadelphia IRST NATIONAL WEEK in Philadelphia F was one of the most successful weeks yet at- tained there. Hope Hampton made personal appearances three times daily at the Stanley Theatre, where “ Star Dust ” was a feature. It was a busy week for the titan haired star, for she not only kept her engagements at the Stanley, but made personal appearances at nearly every one of the houses controlled by the Stanley Company as well. She also made one appearance at the Nixon The- atre, controlled by Fred G. Nixon-Nirdlinger, who proved to be real 100 per cent First National exhibitor during the week, every theatre under his direct control showing First National attractions. He came out strong for First National in his advertising every day and for two weeks previous to the beginning of the week. In his Sunday advertisements he ran cuts of the flag bearer border, and over his daily advertising he came out in this style: ” The Week in Akron came through with crashing success. “ My Boy took capacity houses throughout the week, sharing A. BARBIAN, manager of the Waldorf, at with Buster Keaton’s comedy “ The Paleface.” FN C • Akron, 0., started the barrage of First Na- tional Week pyrotechnics there and the procession The lobby display was above the average. A of his theatre Washington: was father included between fifteen and twenty other live man- banner was hung across the front of the COUNTRY—1ST NATIONAL IS THE A'DanOY” OF THE PICTURES agers. announcing the advent of First National Week Arthur L. Fish, manager of the Pastime and and enumerating the features to be shown. Large Nirdlinger owns seven theatres and each one Alhambra theatres gave his patrons plenty of First cutouts of Jackie Coogan held places in the lobby. booked F. N. attractions for the entire week. National Week advertising and also the entire week Farther in the lobby were more streamers and exploiting the different features of the * * * of pictures. Albert Stalder, at the Spicer, banners plastered his theatre with paper. show. There were thousands or more window cards 23.4 Per Cent Boost cuts distributed in the shop windows about S. M. Kasse, at the Empress, and V. E. Sager’s and ANAGER L. M. CADDISON, of the Vance Southern Theatre, also ran a full week of First the city. Trailers were run for a week previous, in addi- M Theatre, Asheville, N. C., says First Na- Nationals. to especially prepared cuts slides. tional Week netted him 23.4 per cent more busi- Owen Smith at the Majestic played a solid tion and for the week ness than the previous week. week; Frank Beuben ran part of his week’s bill An extraordinary musical program He used “ Gypsy Blood,” “ Bob Hampton of with First Nationals; Charles Menches played them was an added feature of attraction. Placer,” “ The Idol Dancer ” and “ The Passion in his beautiful Liberty Theatre, and C. W. Brill, Possibly the best exploitation stunt put over Flower.” who recently took over the Rialto, also played a was the invitation extended to the Orphanage chil-

’ solid week. dren of the city. This received not only favorable For a One-day run on “The Idol Dancer a spe- James P. Dunlevy, of the Strand, took advantage press comment of unusual scope but was the cial lobby, made up to represent a South Sea is- of the extra advertising done by First National and primary cause of many letters of praise and com- land, the floor covered with a tangled matting of “ Hail the he classes with entirely uninterested parties. seaweed and Spanish moss, a drapery of Spanish played Woman,” which mendation from the most remarkable picture-plays ever made. “ ” moss over the poster-frames, with bits of drift- The Rosary was the feature of the week at wood and wreckage was most effective. * * * Poli’s Palace Theatre in New Haven, a combination vaudeville and picture house. On Saturday, “ Bob Hampton of Placer ” played Sweep in Connecticut to capacity houses. The Cherokee Indian reserva- The Palace has the most advantageous lobby tion is not far from Asheville, and old Chief Run- NE HUNDRED AND TEN houses in Con- for display in the city and Manager Edwards ning Deer was easily persuaded to don full re- O necticut are reported to have joined in put- used special lighting effects on the large cutouts galia. even to the war-paint and his tomahawk, and ting over First National Week in the Nutmeg State, and painted signs, in addition to lobby frames. come into town for the day, as the guest of the and in all of the key cities “ Molly 0.” “ Hail The Candles were used in the lobby in color combina- management, receiving in payment enough money Woman ” and “ My Boy ” were headliners. tion with the picture and arranged very cleverly to buy red calico and tobacco for long time. He As a result of Manager Lavine’s conscientious as if lighting the way into the theatre. was a most colorful sandwich man. preparation, the Olympia Theatre, New Haven, The outside exploitation and advertising in-

Arch Bamberger changed his House Front Three Times during the Week

How Many Men Have Played as Many Dates This Year as Field, of Seattle? 16 First National Franchise Semi-Monthly Nick McMahon Grabbed Big Space in Ironton

TV~OT the least gratifying phase of ' the celebration of First Na- tional Week was the co-operation the franchise holders obtained from newspapers in the various parts of the country. Column-length stories were numerous, and, in some places, were matters of daily record. But out of the mass of publicity that has arrived in the New York office of First National, the batch from Nick McMahon, manager of the Marlow theatre in Ironton, Ohio, struck us as being the most complete. The illustration at the right gives you some idea of the space that the Ironton newspaper allotted to First National Week and its stars on the amusement page. Nick grabbed the spotlight and held it day after day. The editor gave him splendid displays on his stories, even going to the length of a streamer head across the page on one occasion. These miniatures do not show the vast amount of space that Nick obtained free of charge, but you can picture for yourself what it looked like. A. Hurley, of the Princess, Tu- cumari, N. M., also did a fancy job of convincing, for the editor of his local paper gave him a first page box, BEFORE and AFTER, First National Week,

These editors played the Week 2ml' Ui clmilns. Mooiloyi U» This has by.-u .the greatest + - » * (,„t mere IS '» I* •vlng picture week Tucuuicari ji as real news, which it was. , at tbe. Inlernallonal riclurcs has ever seen.’ 'The highest gen- \ <>rosr»m rtlneess. Tbe oral average of good shows I* cl hack page or J is published on the the general sentiment of theutre- It. Illlilllnili A) mill k the mimin I today's American. I«o° goers of the city. Should the at prices are rocrain oyer the FJrst. National forporatlou cap- *, m I a sea- * reasonable. You can buy tiuue to give the people such at which gives * .on ticket for *1.50 character of production there Is A and saves the entire week going to bo little need of mov- pi 28-sheet stands. About five was an occasion for wild enthusiasm on the part sou ol« eluded twenty-five Hie difference. Till. U S Ing picture censors iu the future In weeh t*> * excellent cards. A thousand of the kids of the city who met him on his arrival le the Erenlest picture That the people nre pleased with C hundred window has ever the toning up Princess 4« process of the q* to be pool!. here. .11 First • Nation? hangers used in trolleys, busses and windows, and They .are 1 producers Is J. them the best proven “ The Serenade ” played a week at the Prin- and some of bv their ixitronage and cl fifteen hundred heralds. the tuany favorable comment* tl “ The cess, another Saxe house. heard here thl- week This re- * As a prologue a soloist rendered Nevin’s suit Is In line with the argu + n “ ” mont ” feature. Spe- Saxe’s Rialto gave the fans Courage and Mr Hurley the mnuager * + nt of the *’ Rosary before each showing of the Princess Theatre, made <’> “ 1‘Cfore flie logl-datlvc * cial lighting effects were used throughout the Mack Sennett’s Home Talent.” committee at Sunlit I-V last winter, when re David,” which ran at the Strand for the hill for n house. Gradually the rheostats were dimmed and “Tol’able *tnii> censor was eg under a week’s engagement some time ago, enjoyed a enn-nl. ration hr that Ik> a fade in to the picture was made just as the last 9rotiL^age body \fr Iturlei believes ,+ ar “ second run ” week at the Toy. Hint the place for n censorship + notes of the song died away. I* nt flic sour-e of production. !+ < Beginning Sunday, Feb. 26, Constance Talmadge, dealing with the producers- - themselves There Is iiu quev [« in “ Polly of the Follies,” enjoyed a week of good (princess tlon but that the future with the First National Producers nt ,+ business at the Shubert Theatre, formerly a legiti- the head of th< movement tbc count I* going to + A New Franchise Holder just recently turned into a 9Jucu.md.ri, rv have n higher mate house and mo- character of pictures which Is ,* tion picture theatre. tfeiiT Mexico. going to be welcomed hv the NNOUNCING the fact that he had secured a theatre-goers of America for his theatre as an A First National franchise H 4 4 outstanding achievement, A. Ritzier of the Sigma nominating commltrec was made by Theatre, Lima, 0., joined in First National Week with a big campaign of advertising and publicity. Arch Bamberger’s Work •iMuiuiiiiuiiiiiiiuiiiiiiiiuihiiiiiiiiiiimiiiiiuiiiiiiiitiiiiiiiiiiiuiiiiiuiuiiiiiiiiiuituiiiiiiiiiiiMiuHiiiiHiimniiiiiiiiinuiiiuii Having just received his franchise a short time RCH BAMBERGER, manager of the Em- through velvet curtains, and at either side of the manager, before the Week, Ritzier and his house A press, Owensboro, Ky., just put over one of entrance were the trademark messengers. took advantage of their opportunity to Ray Winks, the biggest weeks in his history with billboard ad- The fifth day “ Wife Against Wife ” was brought play up the story of First National and its co- vertising, special lobby displays for each star’s in. The mask panel was again changed, this time operative features with the story of the appeal of vehicle, and additional newspaper advertising. Dur- with an elderly wife and a youthful wife on either the Independent Screen Artists’ Guild. full page A ing the week he built three special lobby displays side of the name of the show. On the curtains one- the taken by of advertising announcing week was for “ Star Dust,” “ Her Social Value ” and “ Wife sheet cutouts added interest. the theatre in the Sunday issue of the Lima News Against Wife.” Three sheets in brass frames were used in tbe the of the cele- and was devoted to announcement Following up his newspaper and billboard ad- lobby, where were also brass framed photographs. season with the showing of the bration of the vance work, Bamberger had a mask built over The showing for the week, including materials Jackie Coogan picture “ Boy.” My the storm front of the theatre for “ Star Dust,” which can be used repeatedly, will not exceed $20. the result of this extraordinary campaign cou- As and First National banners made their appearance. Manager Bamberger, on Sunday, in the local pled with the popularity gained for the picture Then, over the marquiee, where headline attrac- newspapers publicly thanked his patrons for help- through Ohio by reason of the exploitation stunt tions are always advertised, went a huge painting ing to make First National Week a record one for engineered from Columbus by which the Coogan of the trademark in a big light brown poster. the Empress. feature was exploited by the small son of Gov- * * * The third day opened Katherine MacDonald’s ernor Davis, the week went over big for the Sigma. “ Her Social Value,” which set attendance and box Kessler Active, Though 111 office records on this particular star. A silhouette “ Freckles” in Milwaukee of Miss MacDonald appeared just over the en- ‘C'XPLOITATION on a larger scale perhaps than trance, xLi the society page of one of the newspapers was ever attempted by a Canton motion pic- IRST NATIONAL pictures played to capacity being reproduced in part on side one of the central ture theatre manager was directed by J. D. Kes- in entire F houses Milwaukee during the week: figure, and the Want Ad, or Help Wanted depart- sler, of the New Alhambra Theatre, from his sick “ ” The Barnstormer was at Saxe’s Strand Theatre ment head of the other paper being reproduced. bed. the “ ” for six days. On seventh day, Penrod was Dark curtains were painted for the storm front, Kessler advertised his First National attractions put on. The personal appearance of Wesley Barry giving the appearance of entering the theatre and stars during the big week within a radius of

: " Smilin' Through —It's All the Screen Can Give April 1 1922 First National Franchise 17

Things That Ralph Blank Did in Davenport, Iowa, and a Tie-Up with a National Bank, Put Over in Omaha by E. R. Coffin

Above is the bank window obtained by Coffin, and at either side, windows Ralph used to play up a local girl in “ Penrod.” Below is the ballyhoo that tied up traffic in Davenport, and a flying banner.

100 miles of Canton. He arranged a lobby display of lattice work and flowers and plants. A wagon so arranged as to carry two 24-sheets was to be found daily on the business streets of the city. A dozen 24-sheets were used on billboards located at various points throughout the city. Handbills and one-sheet window posters also played their part in calling attention to First National Week. The crowning event for Kessler was when he had recovered sufficiently to be out, he had his 24- sheet wagon photographed in front of William McKinley’s tomb. It is said that this is the first time in history that the tomb which holds the bodies of the late President and his wife was ever used as a background for such a picture. Much newspaper advertising was used as well as tie-up with various merchants.

* * *

Ralph Blank Hits Bull’s Eye

"D ALPH BLANK, manager of the Garden, at *-*- Davenport, Iowa, not only showed himself one of the livest showmen in the First National organization, but scored a bull’s eye by holding up traffic and landing in the news columns with his exploitation of First National Week. He did this with a huge truck, bearing two 24-sheets, and one of the local papers, under a display head, commented on this stunt thus: Every street car fender in the city carried the Lacey’s $400 Lobby advertising First National week and FIRST NATIONAL STUNTS banner NE of the most striking lobbies ever seen at a “ which he ran during the Penrod,” the attraction O Portland theatre was shown by Manager ATTRACT STREET CROWDS the cars going week. These were also used on Frank A. Lacey during First National week at the Island, two cities just With newspaper, billboard, novelty and other over to Moline and Rock Majestic. A general Oriental design was followed forms of advertising, First National motion pictures across the river. with the picture, “ Shattered Idols.” week which opens tomorrow is getting more pub- in keeping licity in Davenport by a very wide margin, than Also hung across the principal street was a large Green and gold were the color .effects. The lobby any other amusement enterprise ever received in banner advertising the week. cost over |400. the history of the city. It is better than a circus. Hazel Keener, a Davenport beauty contest The lighting effect was secured through the use Managers Ralph Blank, of the Garden; John Lov- As winner, had a part in “ Penrod,” it gave Mr. Blank of 500 olive green 25-watt lamps in the ceiling of eridge, of the Capitol ; and Chris Behrens, of the Family, all have First National pictures starting plenty of chance to secure window tie-ups. In one the lobby, on the cornice of the marquee, around tomorrow. Today, the campaign was well under he placed the original photo the huge First National sign; in fact, at every way and there was more talk about First National of the principal stores pictuies in the few hours that the publicity stunts of Miss Keener, from which the judges picked the point where electricians could connect them ana were worked than there has been in all the time winner in the contest held by the Chicago Tribune, still remain within the bounds of the city’s light- previous. which conducted the contest, together with a large ing ordinances. huge movable board about 40 feet long on a A sur- The Oriental effect, Moorish in general design, double wagon, was covered with First National ad- card advertising the attraction. This was vertising and drawn through the streets with boy rounded by magazines carrying the photo of Wesley was everywhere in the lobby. The box office was scout buglers and drummers attracting attention to Barry. so decorated. The cashier was attired in Oriental it. A big banner floats across Third street. store was garments. These decorations were hand painted. There was considerable blocking of traffic with His tie-up with the Parker department For a week Manager Lacey employed two scenic the huge sign and several calls were reported to an excellent stunt. This store gave away tickets sergeant painters to prepare the effects. the police about crowds collecting. The for a special showing on “ Penrod.” They carried thought there was a riot somewhere, but found only also In the frame Lacey first took a cut-out trom a the Saturday shopping crowds gazing at a sign the announcement in all of their ads and six-sheet, pasted it on beaver board, cut out the which required about five minutes to pass a given mailed out a circular letter announcing the special shellacked and then varnished it. frame point. performance. One of their best windows was given same The pictures are not known after was especially constructed in a carpenter shop and If First National over to a display of “ Penrod ” clothes and an an- today’s demonstrations, it is because there is a lot ( Continued on page 20) of blindness and deafness in town. nouncement of First National week. There Are Enough Exploitation Ideas in This Issue to Satisfy a Barnum " -

18 First National Franchise Semi-Monthly A Composite Picture of First National Fronts Stunts and , Lobby Displays that helped to make ,

Now Jack Holman (left) decked oui the lobby at the

i jjxvmiT L^OATH bjric-durkbumett Texas P.WEiU nude good use of pennants at the Majestic. — Stillwater, Minn.

Ohe Liberty did it big -Salem. Ore.

Jhe Majestic -Portland Ore. had d whale of a lobby for "Shattered Idols

John Kessler of * the New PJhambra- Canton Ohio. pul halted his bally-hoo at McKinley His lobby

close-uv lobby cards M of 1 used at ‘the Princess ~ Sioux City

Striking front used at the Liberty, Great JLJls, Montana

Too Bad everybody couldn’t have Won a Trip—anyway, all Who Tried A pril 1, 1922 First National Franchise 19 r eek “Pep” by Showmen of Ten Cities ccess of the Anniversary in various parts of the Country

Mitchells' lobby and a novel ty—' IQlamazoo, Majestic. |

HB IS) TO

How the Grand Portland Ore. lobby looked.

"Simon Pure " The Empress ShenandoahJ a.

>al one when he

Jhis is the Star Portland'- Ore.

T lively display of accessories at the T.&D. Theatre - Sacramento Cal , if.

5 WOV, - 70 04,'

S«|>U Theatre

Pictures First National Erf' ®T<- **** '-v7 [Jn artistic G‘ re5 ® fet1iS idea from V? „ the Peoples Theatre" Portland'- Ore.

“ ” Smilin’ Through —It’s All the Screen Can Give - “ ——

20 First National Franchise Semi-Monthly

(Continued from page 17) One of the stunts pulled by the Victoria, Hiawatha, Kan,, was a parade house painter. A back- gilded by the Majestic of children who attended a special matinee ground of dark blue, with gold letters was arranged by an artist. The effect was that of a high class oil painting in an expensive gilt frame. Another novelty introduced by Mr. Lacey was a standing figure on the board at the end of the lobby. Lacey visited a number of wall paper stores and secured several rolls of tapestry paper, with views of a woodland and a set of steps. A figure of Miss De La Motte came from a three-sheet. It was cut out and pasted over the tapestry paper. The effect was beautiful and artistic. First National Week over, the house was visible to all pedestrians on Washington street, Portland's main thoroughfare. Its letters stood 14 inches in height. * * * Joe Bradtt’s Display NOVEL and striking lobby display was ar- A ranged at small cost by Manager Joe Bradtt, of the People’s theatre, Portland, for the showing of “ The Cave Girl.” A few days’ work by scenic artists, a few cut-outs from six and 24-sheets, and Bradtt made the big lobby of the People’s appear like a scene from the photoplay. A cave effect was worked. Tbe supposed rocks were beaver board, painted by scenic artists. In the center was a canoe with a girl, a cut-out from a 24-sheet. The scene was very realistic, the canoe

being suspended over the falls. A novel lighting imiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiimMiiiiiiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiMiiiiiiiiiii 4 Advance advertising included two weeks’ dis- iiiiiiiiiiiiiiiiiiiiiiiiiiniiimiiiiiiiMiiiiiiiHiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimimiiiiiiiiiiiiiiiiiiiiiniiiiii effect, giving the waters a light green tinge, was play of slides, the play date being inserted during secured by concealing a powerful green light behind the second week; star trailer, special First National slides and time schedule for the big week. Also had the falls. The top of the cave had a sunset effect, Wants a 'Week" banner stretched across backdrop which was low- secured by the use of a red lamp hidden behind ered before each show and also during intermis- the rocks. The lower cut-out, from a six-sheet sions. In Every Month 5 Decorated interior of theatre with ones and realistic in the extreme. In it a man carrying was threes, using 11 ones and two threes. a woman seems to step from the scene to the coi ET’S have a First National Week once 6 Advertising outside theatre—Hung First Na- “L tional banners, ones and threes, in addition pho- crete floor of the People’s lobby. said Clifford of the to a month,” Largen tographs and posters on attractions billed for the The picture was further advertised by a large 10— Lyric theatre, Creighton, Neb., writing in to week. Devoted a lobby frame to exhibitor reports electric light and by a painted sign. In addition, a on the attractions, clipping them from trade papers. number of 11 x 14s and stills were enclosed in the say that during that week he made money (Here’s a thought for every picture you book.) 7 Billboard and Outdoor Advertising Using glass in the lobby. for the first time in a long while. — frames own billboard truck and outfit, posted every avail- * * * First National pictures all able space in Independence and outlying territory He showed “ “ that was not guarded by a shotgun.” Used more From Shenandoah, Iowa week, among them being : The Sign of than 200 sheets of paper, including three 24s, sixes, threes and ones. Simons, of the Empress, the “ Bell,” “ Habit,” XT ERE’S the way Harry Door,” The Midnight 8—Held advance sales for First National Week, Shenandoah, la., tells how he tried for a prize “ The Scoffer,” “ The Golden Snare.” posting notices in ticket offices and local stores. in Class 3: Stunts iiiitiiiiiiiiiiiiimtiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiimiiiminiiiiiiiiiniiiiiiiiiiiiiiiiiniiiiniiiiitiiiiiiMiniiiiiiiiiiiiiir hiiiim front at the Empress The First National week iiiiiiiimHiiiiiiMiiiiiiiiiiiiiiiiiiiiiiiiiitiiiiiiiiiiiiiMiiitiiiiiiiiiiiiiiiiiiiiiifiiiiiiHiimiiiiiiiiiiiiimiitiiiiiiiiiuiniiiiMiiiiiiiiiiiiii did 9 Obtained an old stage coach from a local zoo is my own design. I built the front myself, and used it as bollyhoo for “ Tol’able David.” of the work except painting the signs, ture of my display was the exhibition of the First every bit Had printed “ Closed for the Night ” cards (shown that cost me only $50. National franchise which I hold, and the printing and . elsewhere) these were hung on doorknobs of booked “ Man, Woman and Marriage of it in big type right in the heart of the big lobby ; I had stores after stores closed. Issued 15 free tickets naturally lends itself to exploitation. display. which nightly to holders of lucky numbers on cards editors of our two newspapers about I make the claim, and I believe it is justified, that I told the printed. Drew huge crowd each night. and each of them ran a column story seventy-five per cent of the people in Shenandoah the Week, Advertised liberally in local papers as mat- I told the owner of our motor bus know what First National Week means, and that about it. ter of civic cooperation, although knowing most of the Week, and he let me put some they know the value of the franchise I hold. line about townsmen read Kansas City papers. banners on his busses which ply between the depots About every kodak fiend in our town has been 11 Used 2,000 anniversary heralds, part of which the business part of town. down to take his own picture of my First National and were put in postal telegraph envelopes and delivered i used 24-sheet cut-outs in my front, with Week display. Many of those snapshots can be to homes rest inserted in Kansas City papers de- First National Week banners and other post- found in the homes of Shenandoah people today. ; livered locally, the only cost for this being passes the picture. But the principal fea- I have been highly gratified that scores of people ers advertising to the carriers. imnmiiiiiiiiii' took their time to call me up and compliment me upon the display. This, and the fact that we broke This is one of the most comprehensive campaigns attendance and box-office records certainly makes Coogan Contest at the Strand that has come to the notice of the editor of Fran- my efforts worth while, whether I get the trip to Marshalltown, la. Los Angeles or not. chise and Mr. Toothacker certainly is deserving of I’d just like to invite any First National repre- 'iMtiiiHiiiiMliiiiiiiiiiiiiiiimiiiiMiiiiiniiMiHiMiiiiiiiniiitiiiiimiiiiiiHiiiiinHmMiiiimiiiiniiiiiiiiiiimiiiiiiiiiiiiiimiiiiini* sentative to Shenandoah; into the postoffice, the barber shop, the garages, the banks—anywhere; Boys who tried for prizes in a Jackie contest and I’ll guarantee the people he’d talk to could the Brookfield, tell him all about First National Week, and they at Grand, Mo. would be proud that their theatre is a franchise holder. * * * A Whale from Missouri OW M. C. Toothacker, of the New Lewis, In- H dependence, Mo., missed landing a prize is beyond understanding—unless the judges threw him into the discard because he submitted no photos of his splendid campaign. His report was accompanied by an affidavit sworn to before a notary, and the campaign he put over sure was a whale. He divided it into eleven sections, as fol-

low's : ” 1 — Line Parties —a scheme for reserving seats by having prominent citizens organize parties of friends all seated in one line. 2—Telephone Canvass—Tore up entire telephone book of 3,500 numbers, divided pages among four employees and had every phone user called. In this used a “ patrons’ preference " index file at theatre. 3 —Tied up with six bus lines, putting special First National cards, with bus time table, on front and back of each bus and in waiting rooms. Had drivers call up numbers in towns outside Inde- pendence, notifying people of First National Week and using it as means to stimulate business for busses. Also tied up with taxis, the drivers handing out cards soliciting parties for the New Lewis.

Pages 33 and 34 Are Important to You and Your Theatre —

First National Franchise 21 April 1 , 19 2 2 congratulation on the intelligence and ingenuity he RIZE-WINNING posters submitted in contest at Keith’s National, Louisville, He states in a letter that he had no displayed. a big feature of the First National Week exploitation on “One Arabian Night.” of entering the contest, which is regret- P intention of his table, because if he had submitted photos The center one was awarded first prize. various stunts and decorations it is hard to see how the judges could have passed him by.. * * * Art Test in Louisville NE of the most dignified and interesting phases O of exploitation reported from any part of the country was the amateur artists contest put on in Kentucky by J. J. De Wald, manager of B. F. Keith’s National theatre in Louisville. De Wald, who recently put over “ My Boy ” with a children’s puzzle contest that won a house record for the ” picture, played “ One Arabian Night during First National Week, and announced cash prizes for the best poster drawings. Artistic Louisville took a serious interest in the affair, and, in addition to supplying five judges to pass on the drawings, the professional artists put up a prize of $15 for second best. De Wald put up the first prize of $25, and the third prize, $10, was given by the students of the Louisville School of Art. Only amateurs were permitted to send in drawings and many of them engaged in the effort to win the prizes. George H. Appel, of Louisville, won first prize; Charles P. Weaver, of Shively, Ky., second, and Geo. H. Vonderhaar, of Louisville, third. The drawings, more than a dozen in number, coups in bringing the picture before the public. served as a briliant and colorful lobby display in He wrote 3,000 postal cards and addressed them to the National, with an oil painting of Pola Negri women whose names were to be found in the city in the center, and also were displayed in the win- directory. These cards he personally took to dow of a leading Louisville confectioner. Indianapolis and mailed them from there three In addition to the drawings, the National used days before the scheduled appearance of the pic- First National Week banners to decorate the front ure in Lafayette. The cards read as follows: of the house, and went in for a heavy advertising campaign. Dear Kate : Am having a great time. Just saw “ Hail the * # ifc Woman ” at the Circle theatre. Be sure and see A Gala Week at Luna it when it comes to Lafayette.—M. B. XT ERB JOHNSON hands the palm to H. G. The initials were those of Madge Bellamy. Frederickson, house manager, for a magnifi- The Sunday preceding the picture Mr. Frederick- cent campaign on “ Hail the Woman ” at the Luna, son sent out in the Sunday papers circulated in the Lafayette, Ind. Due to his efforts First National city 5,000 heralds, thus reaching 5,000 homes in Week was almost a joy carnival. Bunting-draped Lafayette and vicinity. buildings, waving flags and autos lined for a block This was the chief preliminary work, although the in front of the theatre marked the celebration. town had virtually been covered with posters, win- ” During the preceding week “ Hail the Woman dow cards and banners. There hardly was a win- showed at the Circle theatre, Indianapolis, about 100 dow or telephone post in town that did not carry miles from Lafayette, and this enabled Mr. Fred- some message relative to “ Hail the Woman.” erickson to achieve one of his most pretentious Mr. Frederickson succeeded in getting the busi-

Washington prologue used by Ed. Hyman at Brooklyn Strand during First National Week

As it looked in front of Luna.

! t Lafayette , Ind.

ness men to co-operate with him by flying flags and banners from their places of business by impressing upon them the enormous crowds which were certain to visit the Luna and the advantage it would be to the merchant to have his store appear attractive to the throngs. He used the same argu- ments in putting over a co-operative ad page. The theatre itself was splendidly arrayed, a large banner with cut-out of a woman above it, floating on high above the canopy, this having been placed one week in advance of the picture. It was com- “ pletely surrounded by banners announcing First National Week ” and other emblems and insignia. * * * Guy Wonders’ Big Week /TJ.UY WONDERS, of the Rivoli, Baltimore, was ^ so busy taking in money with “ Penrod ” during First National Week that he didn’t have time to call up a photographer and get visual evidence of the biggest week in the history of the house. Nevertheless, it was a record week with him, the admissions shattering the record previously “ held by Passion.” During the week it played “ the Rivoli, Passion ” drew 34,000 people, but

Why Not Make Every Week “ First National Week” in Your Date Book? — 1 1 1 • 1 1 1 ) 1

umiiuiiiuiiiiiMiiiiiiliiiMiiiiiHiuiiiiiiiliiiiiliMiiiiiiiliiuimiiiiiiiiiiiiiitiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiii; America Council of his town. These women sold “ Penrod ” drew 37,000. Held over for a second tickets for “ The Sky Pilot ” and were allowed a week, the Neilan production totaled 60,000 admis- I glimpses outdoor RANDOM of 1 sions on the engagement. Guy reports that on W ash- small percentage. the strength of six ington’s Birthday, it required advertising. Anyone who i He has already booked his program for tile the mob in order around the two policemen to keep of April which he will designate as First I could see to hit the side of a barn 1 week 1, of the theatre. box offices National Week. Pictures selected are: ‘‘The that would have made! that Kansas contri- What a picture 1 couldn’t miss f “ “ their Silent Call,” Scrambled Wives,” Tol’able Owing to the fact that others presented bution. ” “ campaigns in more convincing form, Guy did not | 1 David and Dinty.” in the contest but he put land among the winners ; exploitation • National John- 1 1 1 his First 1 1 1 1 1 1 1 1 In 1 1 1 1 1 •> 1 1 ) 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 • t tl 1 1 Week ES 1 1 1 1 It U 1 1 1 1 1 1 1 1 ) M 1 1 1 1 It 1 1 II 1 1 1 1 1 1 1 : 1 1 1 1 1 1 M 1 1 I It) 1 1 1 1 1 M M 1 1 1 n 1 ) M 1 IT unusual amount of effort, nevertheless. He forth an son used 500 special heralds and conducted the used 32 twenty-four sheets, 50 First National Week guessing contest as provided on the cover of the one-sheets, 100 window cards and the big anniver- herald. Prizes were season passes. He also sent sary banners, in addition to an abnormal amount of advertising. He sent in to the New York office a out special card invitations to a mailing list anar sheet of ad. clippings and newspaper publicity that had window cards placed in the store windows was literally more than a yard long. of his own and surrounding towns. His lobby * * * was decorated with the First National banner, Activity in Ohio streamers, posters and various paper on the individual features he used. In addition to this OWA was conspicuously energetic during the week, he used liberal space in the newspapers of Mil- I but it is questionable if the activities of the Jay- hawkers were more widespread than those of the ford, Blanches! and Loveland. Buckeyes, for reports are numerous from Ohio. ISIS - ft SPEN ~ COLORADO In Toledo, the Temple McMahon’s Theatre conducted a Rotary Tie-up campaign on masterful T Ironton, Ohio, and a “Tol’able David,” A Nick McMahon, o f clippings summary manager of the Marlow, in shows that there sent a theatre of 700 seating approximately 500 were capacity in a town of inches of paid advertis- 13,000 population, is no ing used on the picture, less enthusiastic over almost an equal with the results of his First publicity. amount of free National Week. the latter was VICTORIA - HIAWATHA - KANSAS BN! PRESS -OWENSBORO — KENTUCKET Much of He booked the follow- through a Want gained ing: Ad contest put on in Monday—Constance Talmadge in “ Les- a local newspaper. 1 he conjunction with sons in Love.” scheme consisted simply of printing a Tuesday— Charles Ray in “ Two Minutes name in the want ads. and telling the per- To Go.” Wednesday — Katherine MacDonald in the office and get a cash son to call at “ Trust Your Wife,” and Ben Turpin in prize and tickets to the Temple. “ Bright Eyes.” In addition to this stunt, the Temple Thursday and Friday—Norma Talmadge in “ management passed out 10,000 cards with Love’s Redemption.” Saturday—“ Unseen Forces.” a penny pasted on each and a catch line: “I’d give my last (cent) to see Richard His exploitation was confined principally Barthelmess in ‘Tol’able David ’ at the to newspaper advertising and publicity of Temple.” THE NATJONAJU" LOUISVILLE — KENTUCKY' which he obtained in consideration Another effective measure was the inser- using large space. He used a total of tion of coupons in 33,000 bread wrappers 38,000 lines during and previous to First into homes. National Week. He obtained the coop- for delivery Thursday, Friday and Saturday, Feb. 16, 17 and This shines forth as one of the finest campaigns 18—“ Hail the Woman.” eration of the editor of the Ironton Daily Register. pic- Monday Tuesday, Feb. and 21 — that has been conducted on the Barthelmess and 20 “ The Kid.” Wednesday, Feb. 22—“The Sky Pilot.” An attractive lobby in which First Na- ture, and one of the most intelligent of all those — Thursday, Feb. 23 “ The Jack Knife Man.” tional Week was announced by* a poster framed put over during First National Week. Friday and Saturday, Feb. 24 and 25—Peck’s Bad * * * Boy.” behind glass through which changing colored were dis- MONG the outstanding results from the week The total result for seven days demonstrateu lights shone, and the various attractions A among the Southern Ohio exhibitors, must be to Johnson so forcibly the quality and drawing played alternately from day to day, McMahon ex- in fine style. First National listed up near the top those achieved by C. 1. power of First National Attractions that Le de- ploited his pictures A stretched across his front and Johnson, manager of the Family Theatre, Mil- cided to have another First National Week, all Week banner was large heads of stars, ford, Ohio, and Nick McMahon, manager of t le his own, the first week in April. a special banner, containing Marlow, at Ironton, O. “ My average attendance for seven nights during also was used. the time I have operated this theatre, has not been is a Franchise holder, but Johnson, week previous to the opening of the campaign McMahon over 1,000,” said Mr. Johnson, in reporting results A ” who has been an exhibitor only a few months to R. H. Haines, First National exchange manager he ran the special trailer, “ Seeing Stars and at Cincinnati. than a year, in fact. He does not own a framed a First National Week one-sheet which less “ My total attendance during First National First National franchise—yet. Week was 2,391, an increase of nearly 1,400.” he placed on the stage near the screen and kept Johnson, who is an enterprising business man, On Washington’s Birthday Johnson boosted at- illuminated at all times. took over the Family Theatre last June. Civic tendance by a tie-up with the Daughters of His opening night, Monday, was very stormy. pride was really at the bottom of his decision enter the ranks oft exhibitors. to Nowhere did managers strive harder for First National than did W. E. and E. A. Keen, Milford is a town of about 1,600 population, in a of the Oxford and Criterion , Oxford, O, Battling against strong school opposition situated on the Little Miami river, 20 miles from college town, they used strong pictures and won out. Left — lobby of Criterion ; Right — Cincinnati. Its business establishments draw front of the Oxford. Read E. A. patronage from smaller towns and rural com- Keen's letter. munities within a radius of 10 or 15 miles. Only an occasional First National picture had been seen in Milford up to the time Johnson took hold of the theatre. He decided to establish a policy of showing only high class attractions as soon as possible after the first run houses in Cincinnati. He began to book the better pictures and his program contained two or three First National attractions each week. He called the attention of the public by using generous space in several country newspapers and sent out cards, heralds, posters and letters to surrounding towns. Then came First National Week, for which Johnson organized his forces weeks in advance Here is the program he booked: “ Smilin’ Through”—It’s All the Screen Can Give :

23 April 1 , 1922 First National Franchise Highlights From the Mountain of Clever Stunts

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comes to life- IRS7 NA7. Unique Theater W££#t TYtpls. TYlinn. ,

Dobbin "pulling''for Urst NationaTai the Isis, Aspen Colo.

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CL couple clou) ns for JYlolLy O' floats used by Charley JTlcTnanus at the ColoniaUTacoma W)ash. of I sis -aspen, Colorado. ( cost about $ 15.)

but he had arranged a tie-up with the Rotary Marshall Neilan’s production, “The Lotus Eater.” Forum Turned ’Em Away That is the week we found out that we had to Club that increased attendance by 300 at least. hustle, for the college had put on an extra basket POR three days during First National Week The picture, “ Lessons in Love,” had an appeal ball game for Wednesday, February 22nd, and another big basket ball game for Saturday night and George A. Rea, manager of the Forum Thea- for the Rotarians, who on that night were enter- on Friday night the boxing professor was going to ” tre, Hillsboro, Ohio, centered on “ The Rosary taining their wives at a banquet. McMahon ar- put on ten boxing bouts and the Mother’s Club was going to put on a home talent play for two and Buster Keaton in “ The Paleface.” ranged with the Rotarians to include a visit to were it for opposition. nights, so we up against Aside from his newspaper advertising, Mr. Rea his theatre in the evening’s program. The ad- I do not think any exhibitor in the country had anything to buck like that. dressed up his lobby to impress his public. In mission was assessed against each member as part So we had to get real busy at once. the background between the entrance and exit of of the cost of the evening’s entertainment. We got heralds from the First National exchange, the theatre, he stretched a First National Week Another stunt which McMahon employed was had our program printed on it and started a guessing contest among the college and public school. banner about which he grouped easels containing a boy to walk through the streets on the evening plenty Also got of paper from the exchange and framed posters and stills advertising his feature of Saturday, February 18. with a sign on his back, covered our fronts with it. All the roads coming into town were so bad that machines could not and comedy. The front was transformed by a reading as follows: travel, so we could not bill the country. flowered trellis and another small trellis was I extra “ There are 52 Weeks in the Year dug up an bunch of musicians and gave them something extra. placed before the box office. Cut-outs of the But Next Week is First National Week So when the week was over, First National Week characters in “ The Rosary ” and of Buster Keaton at the had been a success with all the competition. This ” is not the only First National Week we have. were placed in the foreground at either side in MARLOW We ; have about twenty such weeks during year. the front stood two typical Indian tepees, lending the McMahon, who found that his business for the If all exhibitors would have more First National Weeks during the year, they would not be kicking proper atmosphere for the comedy. From the week showed a real profit for the first time since about having to play pictures that are six or eight “ trellis work overhead he had suspended several last March, also is contemplating several First mon til s_ old. Then there would be a Franchise National Weeks ” in the near future. everywhere. Japanese lanterns. Put that in your pipe and smoke it. It’s the Three forms of street ballyhoo were used to best argument for keeping up on play dates that exploit the program. A boy, dressed as an Indian Wins Against Big Odds has come to our notice from any source. chieftain rode through the streets on a pony; a

HE following letter, written by E. A. Keen, assistant manager of the Oxford and Criterion theatres, Oxford, 0., tells one of the most interesting stories of success against great obstacles that has come to light. It’s worth reading thoroughly

In a small town of only 2,000 inhabitants and a college town at that and no daily or weekly newspaper of any kind to help you out, an exhibitor has a hard time putting any week over. We have two small theatres here, “The Oxford” seating 350 and “ The Criterion ” seating 225. But we put First National Week over with all the competition we had. We were the first exhibitors in southern Ohio to sign up for First National Week. From that week on, on the bottom of our programs we reminded the public that February 18th to February 25th was Two street stunts for the to be First National Week all over the United Forum, Hillsboro, O., run of States. Two weeks before the big celebration we told them what we had coming. “The Paleface” and a glimpse Norma Talmadge in “ Love’s Redemption,” Mar- of the joint lobby display on shall Neilan’s production, “ Bits of Life,” Mack Sennett’s comedy “ Made in the Kitchen,” John the Keaton howl and “The “ ’ M. Stahl’s production, The Song of Life ’ and SSSSm Rosary”

There's More Joy Than Gloom in the W ake of the Week — — — 24 First National Franchise Semi-Monthly

Not a Franchise Holder, But "Fire’s Out,” But Not Moore

r. albert stal- F the people living in and within M DER, manager of I a radius of ten miles of the town the Spicer Theatre, Ak- of Bellevue, O., were unaware of ron, Ohio, is one of the the fact that the week of Feb. most enthusiastic exhibi- 18-25 was “ First National Week,” tors of Associated First it wasn’t the fault of George R. National Pictures you’d Moore, manager of Lion and Royal, find in a day’s hunt Bellevue’s two picture theatres. the Rubber city among In addition to announcing “ First theater man- photo-play National Week ” in Bellevue’s one agers. And this, notwith- newspaper a week in advance, and the fact that he standing carrying a line accordingly at the Franchise is NOT a top of his advertising matter holder. through the week, Moore personally Stalder says he was saw that the town and surrounding mighty glad to climb on country were well plastered with board the bandwagon for “ First National Week ” posters. a First National week, as Barns, fences, telegraph and tele- you can plainly see in the phone poles along the roads leading accompanying photograph. to Bellevue were placarded. From But let him tell you his trains and trolley cars as well as story: from motor-driven and horse-drawn I showed a solid week of vehicles one had his or her atten- 'em truth of the matter is, ; tion to “ First ” I have been playing First National Week and Nationals ALMOST exclu- the fact that it was to be observed sively for some little time in Bellevue, long before Bellevue was reached. past. Right at the left of the entrance to the town’s biggest garage there was- In the first place, they “ are the squarest bunch of a big First National Week ” poster that any ordinary eye could not help men I’ve ever found in the seeing. On the way to church and Sunday school, to the public and paro- motion picture business, and I’ve dealt with most of ’em. We are always treated chiel schools, to the graveyard—in fact every place in Bellevue and outside, with the most courteous attention every time we motor to Cleveland for bookings. “ First ” Although we are only operating a neighborhood house, running second run pictures, National Week posters greeted the vision. we are just as welcome and our business is just as much appreciated as though we There had been a fire in Bellevue. Moore was on the job. Those who the largest down-town theatre. That’s what I call square dealing. were running dropped around to view the ruins had their attention directed to the fact Then take the pictures we buy; unquestionably First National has as many real, that the week of Feb. 18-25 high-class productions as any other organization in the distributing game today, was “First National Week.” Posters had been this last conclusion being reached after a long and determined effort on my part placed to good advantage, as shown in the cut at the right. organization. “ to do business with another First National Week ” was a week that Bellevue will not soon forget, Take it from one who has been threatened, brow-beaten and bullied, that I was Moore offered First National pictures at both the Lion and Royal theatres. mighty glad to find an organization composed of men running a business free from “ It the policy of grasping for every dollar there is in the universe. sure was some week,” says Moore. ihhhhhhihhhhi hhhhhihi mimmmmm mmmmmmmm I. iiihhhhii uiiinii m iii H uui uiuiiiiiiiiiiiimimiiiiiiii uiimn iimmiiniiiimiiiHHiHiuiiiiilHIiiiinniiim imimmmm. hhhhihhihh minimum mi hiihhihhihihhhihihiiiiiihih uhhhihh mi mini

huge cutout of Buster Keaton was attached to the “Wonderful. Lobby jammed; sidewalk blocked; campaign into two parts-—exploitation and adver- radiator of an automobile and driven through the turned crowds away.” tising. In the former classification, he used seven * * * separate angles. These were: streets and both the comedy and feature were A special front built for the week. advertised- in a wagon perambulator which con- Weld’s Triple Header Had patrons sign their names in the autograph tained large bills announcing the show. album designed for presentation to the Independent A RTHUR E. WELD, general manager of the Screen Artists Guild. First National Week and the special program Strand, Palace and Crystal theatres in Water- Had ushers specially costumed, wearing First Washington’s Birthday were given which began on loo, Iowa, conducted a triple campaign which he National week ensigns. Used two aoats on the street, one advertising exceptional publicity in a neat program which briefly summarizes and well, as follows: the attraction, the other First National Week. the was distributed to patrons at the beginning of ADVANCE WORK Erected a special stage set exploiting “Stardust.” Used three special displays on “ Stardust ” in week and sent out to a large mailing list. Mailed 5,000 First National pamphlets to se- and in advance frames in conjunction lected list, one page of which was devoted to at- foyer two this exploitation were apparent The results of tractions playing each theatre: with the First National Week posters. Gave out five thousand heralds and ran the the first showing on Washington’s Birthday Strand—Norma Talmadge in “Love’s Redemption” at “ ’’ Crystal—Pola Negri in “Gypsy Blood” Stardust trailer. After this showing Rea wired to Roy campaign totaled more than 150 .matinee. Palace—Strongheart in “The Silent Call” Advertising free readers and 375 inches of paid H. Haines, manager of First National office in Dressed foyer week in advance with streamers, inches of banners and cut-outs of First National stars, stills display. Cincinnati: of Talmadge and scenes from production. Two * * * “One of the season’s biggest matinees. Pleased days before opening carried 54 inches of teaser ads in one paper. slides, trailers, etc. Every- Go-to-Theatre Week in Town per cent.” Used one hundred one knew something unusual was coming. The next day his message was even more en- CURRENT WORK with 800 thusiastic, and was as follows: Believing Norma Talmadge strong enough to J. MORRISON, manager and owner of the carry her own publicity, confined efforts to ex- R • Isis, in Aspen, Colorado, figures there are National in lobby. Streamers ploiting First Week not more than 800 people in his town, despite the and banners used in profusion. Heads of artists 1920 census figure of 1,163. Yet he staged a “Go- Usherettes of the Strand, Waterloo, la., all cut from 24-sheet mounted on compo board were ceiling. Usherettes were dressed ” during First National for First National Week suspended from To-Theatre-Week there bannered up in First National paper streamers with headgear IIHHIHIHIHHIHHIIIHHIHHIHIHHIlHHIIIHIIIHIHIIIIItlliniHIHHIHHIlHIHHIHHIHHIHHIHIHHIIIIIHIIHHIHIHIIIIIIIIIIIMMU* to match. Palms and greenery lent atmosphere to southern scenes in “ Love’s Redemption.” Used McManus’s “ Stardust ” stage setting, part full page in one paper with a quarter page of reading notices, explanation of First National Week, of the big campaign noted elsewhere on etc. Used 90 inches display and readers in another this production paper with cuts, etc. Flashlight photo caught three employees with eyes closed. This was not due to lack of business which permitted them to sleep, but indicates their worn out condition after handling the immense crowds. They just HAD to have a moment s respite. COST Two sheets compo board, wire, hooks, pins, paste and twine $4.85 * * * Fine Campaign in Tacoma HARLES F. McMANUS, manager of the Co- C lonial in Tacoma, went about his work with the thoroughness and skill characteristic, of his efforts at all times. For instance, he divided his

Telegram for Mr. Franchise Holder—Call at Page 33 April 1 , 19 2 2 First National Franchise 25

Week, and conducted one of the most extensive iiMiiHiiiiiMtiiinniiiiMiiiiiiiiiiiuiiniinMiiiiiuniiiiiiiiiiiiiiiiiiiiaiiMiiiniiiiiiiiiiiiiiiiiiiiiiiiMiiiiiiiiniuiiMiiiiiiiiiiiiiiHiiiMiiiiiiiiiMinniiiinuiiinMiiiiniiiiniiiiiiniiMiiiiiiMiiiMiiiMiiiiniiniiiiiiiiiiiiitiMiiuiiiiiiniiniiiiiiMiiiiMiiiiiiniiiiiMiiiiniiiiiu campaigns recorded in the contest.

He began with a teaser ad campaign Feb. 6, and later got out a full-size newspaper which he dis- That One-Armed Paper Hanger had Noth- tributed to 700 people. He also paid for front page display and front page readers in the local paper, the former being 4 x 17 inches. ing on E. G. Henson, Pooh-Bah of Pictures He mailed 250 heralds with his week’s program. He cut in a on masquerade ball by having two .iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiijiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiitiiiiiiiiiiiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitiiiiiiiuiiiiitiiiiiiiiiniiiMiiiMtiiiiiiiiiiiiiiiimiiiiiiiMiiniiiiiiiiiiititiiiiiiiiiiiiiiiiinnnlS of the maskers wear Isis placards. Had the local grocer banner his sleigh horse. Used one 24-sheet, various other posters, lobby Sole Owner photos, slides, cuts and mounted six sheets. Used cutout of Strongheart under his electric Manager o<| Nnu ©pmi Bmtae |>o sign, with flashing red eyes fixed in the dog’s head Treasurer as a ballyhoo for “ The Silent Call.” Tied up with music store on Holly O song and Press Agent records, had singer render song and also played Electrician CHARLES TOWN. W. VA. it on Grafanola in theatre. >fE. G. Henson * * * Musical Director Head Usher Another Georgia Star Bill Poster «

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METZGER, of the Creston, la., Strand, cen- • tered his First National Week effort chiefly on “ My Lady Friends ” and played up to the women. He began a week in advance with teaser want ads and supplemented this with the trick card and envelope illustrated here. Then he had a car decorated with ribbons and signs, filled it with girls, and sent it prowling the town. He also used a girl with a rolling pin as a street stunt. He used cutouts and First National Week ac- cesories to decorate his lobby.

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A tabloid repro of Jimmy Field’s ad for the Neptune, Seattle, Wash.

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“Smilin' Through”—It’s All the Screen Can Give 16 First National Franchise Semi-Monthly Direct Appeal Devices Put Out by Showmen

UT of the hundred or more notice to the pub- It was printed on the complete pro- The Rarest Treat 0 campaigns that were sub- lic that the store heavy cardboard, gram of the house. “ ” EVER SHOWN mitted ill the f>l-a-week folk had shut up with the lettering This is a suburban ON THE SILVER SHEET job candidacy, there was hardly shop to go to the in black and a gold house and, under any that did not include one or theatre. This, too, band around the the circumstances, FIRST NATIONAL more direct appeals, either in the is an idea worth edges. was very effective, form of heralds or mailing cards. pasting in your hat The herald put because the exhib- WEEK One of the best that came to no- for future refer- out by the Capitol itor had the good tice was the milk bottle disc used ence. theatre, of San sense to use only FEB. 181!! to 26™ by the Rex Theatre, of Perry, la. The mailing card Francisco, was a line cuts AT THE on news The exhibitor supplied thousands from the Majestic, regulation flyer, print stock, rather ” LIBERTY of these “ stoppers bearing a of Avoca, Iowa, printed on both than to try to use reminder of First National Week was really a most sides and giving half tones. |VI»3> KK FcK 1W at his theatre, and the dairymen attractive piece of

SiHooil U lo IDt Th»-«li Flrd left the message on the doorstep of advertising matter. Utterly b lo Great Fall* folks. This is SI- mdcm< C*rd CrrJ '.bit* OltimljlU the L_, “First National Pictures” not the first time Herald,, used by a small 1 Frisco house Oflailinqailing Cardcard Monday and Tuesday. Two Day* Two Day*. Thursday and Friday, used, GABRIELE D’ANNUNZIO fyi adison, Wisconsin. this has been THOMAS H. INCE

but it is such a A— 1. "LYING UPS’ 7» "CABIRIA” Jncj^runtu*! or «k* Xmi ra « rt^tw .

[AJESTI ... iv.tl.rul UA»-J.nl a. u>. r-i- ... rwidnae ItHk it is good stunt Capitol MACISTE THE MIGHTY theatre * I C worth using at in- sitsrz «&y£.*eSs u- me added AmtAcniw IOWA AVOCA, CHARLIE CHAPLIN tervals, especially • First National Week FlPSr NATIONAL week -d&smt. ossrs* rs-z ’ A DOG’S UFE” Saturday, February 2Sth 1 6rand Naiiomi Eihibition ot when you have an Wednesday. February 22nd «.t

lo 25tb let., t^.U. A!l first Ratloinl Propia Feb. 191b Atok. SAW Ab. cilAkLfX iiirrcurirtox ix. Mm . w knJ booked. The Rex • • mr » -laumcANr. iiutch Mr. and Mrs. CARTER DeHAVEN A* u> l*. Cmr~n • Tnn nl *>..«, M.ima. iday and Monday. Feb. 19 and 20 Dorothy Phillips also got out a very in Allen Holubor’a Program of* Vaudetie QUest fbinl. Georgia. Drama Eternal neat program “ THE GIRL IN =. MAN WOMAN • MARRIAGE” % A story of Mother-RtiJht folder for the THE TAXI” FIRST NATIONAL and Mother-Love q • Sunday 2:30 10 and 30< Week, with a tip-on Tuesday. Feb. 21 portrait CLOSED of Norma MONDAY AND TUESDAY. fEMUARY 20 AND 21 Incomparable Poli Negri For The Night A PICTURE ALL SHOULD SU When I im Mayor. I

-IN— woo -I need • Hu»b*nd, Talmadge in the -TWO DAYS ONLY- GONE TO THE SHOW •s.nLrf" fa M>MkOGi . GYPSY BLOOD” Ji T This Is ‘ JO* centre. DOROTHY iATOR FIRST NATIONAL WEEK The star contest PHILLIPS and 23 'il at Wed. and Thur , Feb. 22 Connie Talmadge herald, supplied by WOMAN TMUMPHAKT New Lewis Theatre - IN— exchanges, proved “DANGEROUS BUSINESS" * THE BE AUTI FUI. LI AM ' Sennet t Comedy •CALL A COP” 10 and 25 one of the most THE BIO CAST INCLUDES EIREWOOD, SHANNON DAY. and Sal.. Feb. 24 and 23 Friday popular accessories EMILY CHICHESTER. RALPH LEWIS, Marshall Nlalan'a MARCARET MANN. ROBERT CAIN. PRANCE^ PARES River’s End’ . BARNEY SHERRY. “The put out by First ALLAN HOLUBAR’S Production Mermaid Comedy ROLLING STONES" 10 and 23 National, hundreds COMINO SOON-BXKT LYTXiX U • BUDOLH VALXNTDAO U> TUB CONQVWIINO POWER. OIlsLiUng Card of houses using MIN WANTS- JANE NOVAK In IX OOLDEN TRAIL.’ 771 a.j esb/c -WHAT DO Ollatluiq Card lour Doorknob used bit ffeut Lewis CAvoca. , a them as one of the Majestic - £clleudie. las: at Independence, Missouri. units of their ex- A Specimen Smash from Ottumwa, la. ploitation. At the right of the page is reproduced the inside spread of one,

FRIDAY AND SATURDAY the RICHARD BARTMELMEM published by a Hu FVu CuV fnhrtiw fm Fw* Nibnal. Vaudette, of West "TOl'ABU DAVID" TL. Put.. WJj Tknl In Fftm Sun t. fiafct Point, Ga. This exhibitor killed two

birds w i t h one stone by selling his Specialprogram and milk bottle shutI with fiex 0healre. Perry. Iowa pictures along his contest plan.

•y Immediately be- i ynr i y i y i ynri »nw^np r sr i » i » i yrryr«mrro- low that is the 101 HA TALMAKE JOHN BOWERS la “Im’i ItAeapbaa" doorknob stunt “The Sky Pilot”

: used at the New .!2 i Lewis theatre in Independence, Mo. Manager Too- thacker had these hung on the doors every evening after closing, so that they (program - Grand Cheatre - Gary. Indiana. looked like a real

If Your Campaign isn’t in this Issue, Hays’s successor lost it in transit 1 « 1 1 1 1 1 1 1 1 1

April 1 , 1922 First National Franchise 27

• n •> Newspaper Ads on Week a Revelation in Ingenuity [ |

I i

1 < • • 1 1 1 1 • 1 1 > 1 1 • 1 1 • • • 1 1 1 1 1 • •• I • • II • • ( M I 1 III 1 1 It 1 1 1 II II t 1 1(1 1 ttlll t II 1 1 1 1 1 1 • I • •• I • 1 • 1 1« M»l • • 1 « M I • I 1 1 M 1 1 1 llllll II It* I • tttll • 1 1 • • I • I M 1 1 1 1 1 1) 1 1 1 1 1 11 1 • • I • • • I • I I f f 1 1 1 M M • 1 1 1 M 1 1 1 1 1 1 • > I It 1 •• • • 1 •* I ••• • 1 1 tit M I M I •• 1 1 1 • I • 1 1 1 1 M •• MOtm mi tr ?

Shenandoah. Fen- HE -newspaper advertising on the Seattle Washing^.

Week, considered collectively, was one Binsra * T f uu rnuiN rat of the most conspicuous phases of the To-Day—To-Morrow entire celebration. Wednesday We knew, from association, that there George were some real geniuses in the First Na- Washing- tional family when it came to slinging type and phrases, but never happened to meet up with so many of them at one time. On this and the succeeding pages you will find some corking good advertising, reproduced in miniature, because it would be physically impossible to show them “ as it.” As an example of the ingenuity used by some of the ad writers, look over the George Washington strip on this page. This was a “(W column-length ad stuck in as part of the campaign that Frank Steffy put over in Seattle, and he was wise enough to grab a bit out of the prologue of the picture and tie it up to the national holiday. Another clever bit of exploitation was the flag of 0 Hare in Sioux City and the way he made a mystery of it until he revealed the answer in his theatre ad- vert-ising. > r C%<.5 t-s fioaj Jbthur UJzlcL (CJruictss W<^tcrloo, 9oaja.) put-ihe, ^raatc, JUlark, nu^-6o-wonkj~ for teaser copy in advance of the special A particularly Week, the campaign of Arthur Weld, at the fine stroke, shown Princess, Waterloo, being selected as typical in the upper right of them all. A somewhat different use was hand corner here, made of them by the manager of the Crystal, was a formal no- at San Angelo. He set them into his regular tice to the people display advertising, and they look so good it of Crandon that strikes us as an idea worth duplication by they could expect managers in their day-by-day copy. regular shows at You’ll find the Crystal suggestion in the the Princess of the lower left hand corner of page 29, along same quality as with some other worth-while ad repros. they had been One of the most convincing pieces of ad- handed during vertising was that used by Patterson, in At- First National lanta, when he reproduced the letter of the Week. Better Films Committee indorsing “ Hail the Any number of Woman.” This organization, which is mod- exhibitors used eled along lines similar to the Minneapolis the animated idea, is rapidly gaining ground and stands Trade Mark men as a barrier against legalized censorship.

This is the newspaper -size house organ that Ole Nelson broadcasted In Grand Junction, Colo.

Sunday am) Hod* • - Cftartes R*y m The Bamstonw"

TattfeyaotVetaeguy Anita Stewart m "Invisible Fear" uT^fadueCoogan-..^ Buster Keaton -t ;»r RAY IlHtBARtf STORMER FOOT WEAR

IF IT’S “DRUGS” IT’S ‘MESA’

Play Dates Mean Delay Dates to Many Theatre Managers - —

28 First National Franchise Semi-Monthly

Full Pages and Other “Big Stuff” From Many Cities

Portsmouth Ohio COM E ON E V ERYB ODY

IndependentScreen AnUU Grand Netlond Exhibition

Here Is Our Part In The Big National Entertainment THE LYRIC Mon. — Tuea. — Wed.

Norma Talmadge

The Sign on the Door’

Thursday - Friday -Saturday

Joes (Hirer Cirwood “The Golden Snare” Katherine MacDonald Trust Your

B.at Harbor Maine

[flFirst Nationa l Week Waterloo lows. To Show the World What First National Pro- ducers and Exhibitors Have Accomplished

The Supreme Show Week ol the Yea/ I A Grand National Exhibition ol

JACKIE COOGAN o, -C* IN —"“MY BO

5 i ALLTtSw^ I a STAR THEATRE STARTING TODAY I I-2*M2D-« 7:40-9:15 f-a. am EARLY

A bird’s-eye view of the brilliant campaign in Des Moines showing the play on five First Nationals.

Des Moines, lou/a.

THEATRE

THERE’S A GOOD TIME COMIN’!-

Marshalt Neilaa

O' 5ELEC1 ’ TOUCHY * JCOME Marshal J--X ' TORCUV3 fPAM£ UO “ ^- PENROD Neilan. Remember The Joy Of Thee* ^ Penrod- PepitoJeet lothTarkin; fy.unoiisl sttor STARTS * IDUA* FRECKLES WES.BARRY ft “SSS» GiV "' ^N«.sr"pW CDTDECOOK ( WHY THE Rialto SPECIAL ORGAN FEATVPJ “'vy CIA.CFTSEY 'Chr "SWJWII IMS MOON -YtlloW .TYPH^M TROUBLE OB.

PHneefi Theatre" FRECKLES* DARKY REMEMBER THE JOY OF CHARLES «»Te oj ckI' Ute n. afco'VOtt.wfH fi ittl RAY ferouuC.rr mMSaiuar Villktata,sad aB

Ames Theatn

. ^TMRDtXT"

norma i TALMAOGEI

T^BKjNOTONS STOK.IEJ NQW i BOOTH

“ Smilin' Through ” It’s All the Screen Can Give First Franchise 29 April 1 , 1922 National Fans Couldn’t Escape Knowing About The Week

Emporia. . Kansas Haul, l„dlai, Wayne Indiana Fort FIRST KiATIONAi WEEK. COME ON, EVERYBODY! Entertainment! Here Is Our Part In The Big National SID MONDAY ,ri TUESDAY CtMMh

STRONGHEART

On this page are gathered ad samples from fifteen cities, and they give you a general idea of the vigor with which the First National Week was put over in these several sections. With the exception of Toledo and Louisville specimens, they are all representative of the West and Middle West. Some most effective advertising was brought out during the week, but it is questionable whether any of the copy had anything on that used by the Liberty Theatre in Great Falls, Montana. Three types of ad are shown here from that theatre, two being exceptionally brilliant.

Shenandoah. Pa La Crosse. Wisconsin |anBBa nan Great Tate, Moitea nEngq jgjp ir

Won’t the Usherettes go to it with that Costume Contest Prize Money! i N — n|

30 First National Franchise Semi-Monthly

Double Trucks Used to Smash Over Celebration I |

nciumui WEEK-PRINCESS THEATRE PROGRAM FIRST NATIONAL & “My Boy” The Hope and Inspiration of Our Country &

T«^«, Frk2l Kaihcrmr M«- DomU n Tru.1 Yew W.tr' JACKIE COOCAN SalimUv February 25, Lionel BarrymoTT m “Jim the Penmen* “MY BOY” Somebody said times were hard “MY~BOY” tHri lb* PRINCESS THEATRE. .1 WWonmn. • really smy’Kilioffi GIVING AWAY MONEY CHANDLER SIX

FIRST NATIONAL WEEK &

nltTwiik Fml National Piet

$10.00 IN GOLD FREE Etder-Myen Motor Co.

& “FOLKS SAY I’M A STAR

Special Inducement To Start Now "CLARK JEWEL RANGE with

' 4i£Y a Good for 50 Cents LORAIN OVEN HEAT REGULATOR

Liberty Bell Savings Banks KANSAS GAS AND

CENTRAL STATE BANK Steel Hardware Co.\ ELECTRIC COMPANY

HESE double trucks, some co-operative and others devoted to Examiner devoted entirely to First National Week, producers and T First National Week entirely, have been selected to show how attractions. At the right is the two-page spread of the Star, Grays- some of the exhibitors went about telling their towns of the big lake, 111. event. The Century, Petersburg, Va., built its splash on “ Hail The

STAR THEATRE GRAYSLAKE Sunday* Monda>

Feb. 1 9 and 20

Wed. Uhiirs., 22-23

ALWAYS A GOOD COMEDY HEREf

” The first one is from Crandon, Wis., where the Princess em- Woman and persuaded the local merchants to help pay the ployed an identity contest as part of its exploitation. The cone freight. at the right was a unit of 0. K. Mason’s prize-winning campaign John Kessler, of the New Alhambra, Canton, 0., was another at Wichita. who used a star guessing contest as the central scheme of his ad Below, at the left, is a double page from the Los Angeles and, in addition, got his local merchants to tie up to it.

CENTURY THEATRE 100-FREE T1CKETS-100

0K«ro YkHit' otKri 'MART rRJMMUlf 1— titfiKW, *4 Ltn ui *4 |-f n ft -R^l— i-Ol "Hail the Woman WKo it Dretted in On* of Oat New iigas—wc-— . Spring T »m) Salt* is 5 r \ - Jk & , \ 1 " FOR THE MEN 5p—1 TU. Wall Only 1 U M. U. ITSO. l7

5IT- EIGENBRUfTS sir- =r MAXJOB1AS |

"*1 rtj Wt “HaJ TK, W~ Have You Tried “Hail The _ ^ Womtn" \tm WW> b w-, fewwtkr - Our Hot |F S RoH8?<1^ f' 1?5™ M.A* Here “Hail The Woman^J^ “HAIL THE WOMAN" SPECIALS FOR SATURDAY Smith & Mercer, Inc RUMWSHITS CASH MARKET Capital City Lunch Petersburg Piano Company

Hail The Woman’ 510.00 ON YOUR flP Sportlng'cwMit Sian ft *** CABINET SPORTES QUIPMENT tad L. W mmi Iff, V. Mm U rw C(| -v IM "Hail The Woman" SPECIAL NOTICE m.., ~ y{\ ELLERSUE DAIRY HARLOW W1LLC0X & D. W BRANCH Incorporated ! F^-ft J COMPANY - -'t_ D D ADKINS nsr

Dont lose your Copy of Franchise— :

First National Franchise 31 April 1 , 19 2 2 Letters from Managers Tell of Box Office Records Florida, February 22, 1922. Washington, D. C., March 1st, 1922. to assist in making a proposition of this kind a Arcadia, Mr. Bache, Manager, success as we know that one cannot be a success Associated First National, Associated First National Pictures, and the other a failure and go very far. 148 Marietta Street, Washington, D. C. I do not believe that it is necessary for me to add Atlanta, Georgia. Dear Sir: that I have always been willing to do just a little Gentlemen are as successful with The week just closed, “First National Week,” more than my share for Louisville First National If all of your accounts as mine has been proved to be the most successful of any similar With kindest personal regards, I am, “FIRST NATIONAL WEEK” thankful for. Satur- week we ever had and we have had several. Jackie Yours very truly, so far, they have a lot to be in “ R. S. V. P.” and Coogan in “ My Boy ” proved to be an especial C. A. McElray, day I played Charles Ray been here and winner. General Manager Consolidated Enterprises. broke the house records since I have I can find on the records previous I am an enthusiast on co-operation and would as far back as heartily endorse this picture, recall Holders to boost and then there to my coming. I urge Franchise 1922. “ ” Welch, W. Va., February 21st, who wants a big day. will be less cause for knocks and Eventually ommend it to any exhibitor Associated First National Stewart in “ THE IN- the First National will be the peer of them all. Monday we played Anita Pictures, Inc., was pleased and Yours for co-operation, VISIBLE FEAR” and everyone 119 Ninth Street, pictures. William P. Herbst, congratulated me on securing such good Pittsburgh, Pa. Monday Circle Amusement Company, Inc. Business was far better than the average President, Gentlemen: and yesterday “ TOL’ABLE DAVID ” carried the The third day of the things Milford, Ohio, Feb. 28th, honors. I can’t begin to tell you all the nice First National Week has course, Associated First National that were said about the picture. Of you passed, and the success of Pictures, know you have a wonderful picture in this one; it at the present time has Cincinnati, Ohio. all of the critics have declared it to be a good pic- been an increase of a third Dear Sirs: ture but I can tell what it will do at the box more business than we have Enclosed you will find office. done for some time past. I big and picture of the Family The- W. Of course, I have advertised my pictures J. REYNOLDS have worked some novelty atre of Milford, Ohio have my theatre decorated and you would laugh or advertising stunt for the (which has a seating ca- to hear the people say, “why, this looks like each day of the week, one of the best is: pacity of two hundred and theatres in the city” and when you get a compli- Securing a human fly to climb the largest build- sixty-eight), with a popula- ment in this town you have done something because ing across the street from the theatre, at a small “ ” tion of sixteen hundred and they sure are about as hard boiled as anybody cost in hand bills having him climb just before ten (1,610), of which about I ever saw. the hour of opening the box office in the evening, three hundred are colored, Taking it all in all everyone is pleased with the this brought a crowd that stood for an hour waiting that do not attend only on attractions this week and I am pleased because bus- for the big event, by time of the exhibition there Tuesday nights, and then we allow them sixteen iness is good and I have succeeded in pleasing the was such a crowd there that it stopped all traffic will seats. public one time in my life. I know you be on two blocks. While he made each and every I started First National Week with “ Hail the pleased because we are. story he made an announcement about the Welch Woman ” on Saturday, March 18th. Skipped Sun- With best wishes, Theatre the picture shown that evening and laid day, as we do not run on Sunday. On Monday Very truly yours, stress on the FIRST NATIONAL WEEK. The and Tuesday, “The Kid”; Wednesday, “The Sky Star Theatre Company, Inc., results in a light rain and such a large crowd Pilot Thursday, “ The Jack Knife Man Friday S. E. Baxter. outside that we was soon able to fill our theatre. and Saturday, “ Peck’s Bad Boy.” The results we done seventy-five or a hundred As to newspaper advertising, you will find the more in money than otherwise. A Wonderful ad- Paducah, Ky., March 1st, 1922. enclosed clippings, which I started one month pre- vertising stunt at no cost. Mr. Paul E. Krieger, vious to “ First National Week.” Adv. in same Line of advertising that we have used in our Associated First National amounting to $26.30. Mailing program on heralds theatres for the big week are: Billboards, banners, Pictures, $8.70. Tie-up with D. of A. Council on “ Sky throwaways, sidewalk painting, and newspaper ad- Louisville, Ky. Pilot,” $22.50, making a total of $57,50. vertising. At the present time the First National My Dear Mr. Krieger: The lobby was trimmed on the inside with a Week has been a very profitable investment. Hop- I am sure you will be background of pale blue. A three-sheet cut-out of ing that you have 100 per cent accounts on First pleased to know that First “ Hail the Woman ” was on the wall over the back- National Week, we are. National Week turned out ground mounted and lighted up with one red light to be one of the biggest in each hand; one white light was mounted on the Very truly yours, weeks in the history of our head, two blue lights on the trunk of the body. American Theatre Company, Inc., and theatre. This was left burning one week previous to the W. J. Reynolds, General Manager. We have often heard ex- showing. Pennants, streamers, pictures of all the hibitors in the smaller sheets, three sheets, 11 x 22 stars and one 14, x 28, towns make a statement and window cards. One sheets were distributed Lexington, Ky., Feb. 27, 1922. that the exchange is the only one to benefit from all over the town and community, as well as the Mr. Paul E. Krieger, an event of this kind. Let me say that this is a card each picture. Also heralds window on 2,000 First National Pictures, gross misapprehension on the part of these ex- were distributed to the public. Three prizes were Louisville, Ky. hibitors. If one is careful in selecting a first class offered. One pass for six months, one for three Dear Mr. Krieger: program, as was done in this case, and started out months and one for one month. To which I gave First National Week is with the determination to make the week a success, out the following prizes: Miss Elizabeth Stevens, over and at no time during and will let this enthusiasm find its way into his Inderrieden and Charles Rosenszweig. Trail- Tom my eighteen months as advertising, there can only be success. ers on each picture were run two weeks previous Manager of the Ada Meade I am always safe in booking First National Pic- to the showing. theatre was it more clear to tures solid for a week with several changes of pro- The advertising I did gave an increase of me me that a First National gram, as on the whole your pictures go further in 1,000 attendance to any previous week, since June Franchise is a motion pic- satisfying my patrons and I can depend upon fair 18th, 1921, the time since I owned same. This ture theatre’s best asset. returns at the box office. F. broke all records for the seven years the has HENRY EGER show We did very well last week. Count on me for the next anniversary. been in operation as far as I can find from the The first four days we Most sincerely, records. My prices were ten and twenty cents, the ” played Chas. in Midnight Bell ; Thurs- Ray “A Leo F. Keiler, Arcade Theatre. same as I run all the time. The enclosed photo is day, Friday and Saturday, Mildred Harris in a picture of the manager and owner, C. T. John- “ Habit.” Our gross receipts the largest of the season. Kindly return same when you are through son and not much more spent for advertising. Did Louisville, Ky., March 1, 1922. with it, and oblige, not say a great deal about First National Week in Mr. Paul E. Krieger, Manager, Respectfully yours, advertising, as every week has been First Na- my Associated First National Pictures, C. T. Johnson. tional at the Ada Meade since the first of Week Louisville, Ky. Note—During the week, Mr. Johnson played to with very this year, using this service exclusively My Dear Mr. Krieger: 2,152 adults, 374 children; total, 2,526. gratifying results, too. The owners of this theatre, Just want to voice an expression on the suc- all Lexingtonians, say we have the best pictures cess of “ First National Week.” It showed a desire and our slogan is: ALWAYS A GOOD PICTURE Memphis, Tenn., March 3rd., 1922. of co-operation which with the products is bound AT THE ADA MEADE. Want to thank you and Mr. Paul E. Krieger, to meet with acclaim that will insure satisfaction the boys in your office for your splendid co-opera- Manager Associated First National Pictures, and prosperity alike. Concerted effort and mutual tion in helping me to put these pictures over by Louisville, Ky. interest in one another will keep the standard always getting to me advertising matter and prints Dear Mr. Krieger: waving. in plenty of time. Have nothing but words of I have your letter of March first and assure you More power to your being able to promote the praise of the pictures and everyone in your office. that it is a pleasure to learn that your Anniversary commendation of your efforts. Very truly yours, Week was a success, and I sincerely believe that Yours very truly, it is to the advantage and benefit of every exhibitor Henry F. Eger. J. J. DeWald, Manager B. F. Keith’s National

The Wise Showman will profit by Reading what the other Fellow Did —

34 First National Franchise Semi-Monthly

Associated First- National An UNPLAYED Picture How Much Do You Owe is an Unwelcome Guest at Releases Yourself in Delayed Dates Your Table of Dividends on This List of Features? (Arranged alphabetically and keyed with the standard exchange numbers)

*109 A Perfect Crime (Allan Dwan Prod.) 4739 feet 54 Passion (Pola Negri and cast of 5000) 9058 feet *108 A Small Town Idol (Mack Sennett Prod.) 6619 feet 61 Passion Flower, The (Norma Talmadge) 6953 feet *106 A Thousand to One (J. Parker Reed, Jr., Prod.) 6055 feet 10 Passion’s Playground (Katherine MacDonald) 5962 feet *120 Alf’s Button (Special) 5651 feet 31 Peaceful Valley (Charles Ray) 6653 feet *100 All for a Woman (Special) 5873 feet 77 Peck’s Bad Boy (Jackie Coogan) 5048 feet 142 Penrod (Marshall Neilan Prod.) 8037 feet 145 Barnstormer, The (Chas. Ray) 5300 feet 17 Perfect Woman, The (Constance Talmadge) 5249 feet 133 Beautiful Liar, The (Katherine MacDonald) 5236 feet *92 Pilgrims of the Night (J. L. Frothingham Prod.) 5781 feet 91 Bits of Life (Marshall Neilan Prod.) 6464 feet *71 Playthings of Destiny (Anita Stewart) 6111 feet *93 Blind Hearts (Hobart Bosworth Prod.) 5488 feet 138 Polly of the Follies (Constance Talmadge) 6137 feet 69 Bob Hampton of Placer (Neilan Special) 7268 feet 8 Polly of the Storm Country (Mildred Harris) 6608 feet 26 Branded Woman, The (Norma Talmadge) 6761 feet *113 Broken Doll, The (Allan Dwan Pro.) 4594 feet 144 Question of Honor (Anita Stewart) 6065 feet

*131 Cabiria (Special) 8691 feet *141 Red Hot Romance (John Emerson-Anita Loos Prod.) 6055 feet *134 Cave Girl, The (Special) 4598 feet 1 River’s End, The (Marshall Neilan Special) 6584 feet 85 Child Thou Gavest Me, The (John M. Stahl Prod.) 6162 feet *137 Rosary, The (Selig-Rork Prod.) 7045 feet 72 Courage (Sidney Franklin) 6504 feet 128 R. S. V. P. (Charles Ray) 5824 feet 23 Curtain (Katherine MacDonald) 5328 feet *118 Cup of Life, The (Thos. H. Ince Prod.) 4932 feet 83 Salvation Nell (Whitman Bennett) 5485 feet 33 Scoffer, The (Allan Dwan Prod.) 6518 feet 39 Dangerous Business (Constance Talmadge) 5103 feet 58 Scrambled Wives (Marguerite Clark) 6144 feet 35 Devil’s Garden, The (Lionel Barrymore) 6342 feet 74 Scrap Iron (Charles Ray) 6747 feet *117 Devotion (Associated Prod.) 5669 feet *129 Sea Lion, The (Hobart Bosworth Prod.)... 4367 feet 40 Dinty (Wesley Barry) 6985 feet 87 Serenade (R. A. Walsh Prod.) 6380 feet 9 Don’t Ever Marry (Marshall Neilan Special) 6518 feet 140 Seventh Day, The (Richard Barthelmess) 5392 feet *139 Shattered Idols (J. L. Frothingham Prod.) 5850 feet 5 Family Honor, The (King Vidor Special) 5884 feet 89 Sign on the Door, The (Norma Talmadge) 7192 feet 3 Fighting Shepherdess, The (Anita Stewart) 5954 feet *119 Silent Call, The (L. Trimble-Jane Murfin Prod.) 6784 feet 21 Forty-Five Minutes From Broadway (Charles Ray) 5946 feet 73 Sky Pilot, The (Cathrine Curtis Picture) 6355 feet •114 Foolish Matrons (Tourneur Prod.) 6544 feet 146 Smilin’ Through (Norma Talmadge) 8037 feet *103 Forbidden Thing, The (Allan Dwan Prod.) 5933 feet 135 Song of Life, The (John M. Stahl Prod.) 7166 feet 66 Sowing the Wind (Mayer-Anita Stewart) 8867 feet 148 Gas, Oil, Water (Chas. Ray) 4500 feet 13 Splendid Hazard, A (Allan Dwan Special) 6174 feet 65 Girl in the Taxi, The (De Havens) 5420 feet 123 Star Dust (Hope Hampton Prod.) 6118 feet 16 Go and Get It (Marshall Neilan. Special) 6928 feet 80 Stranger Than Fiction (Katherine MacDonald) 6388 feet 78 Golden Snare, The (James Oliver Curwood) 6084 feet 28 Good References (Constance Talmadge) 5850 feet *115 Ten Dollar Raise, The (J. L. Frothingham Prod.) 5726 feet 47 Great Adventure, The (Lionel Barrymore) 5627 feet 124 Tol’able David (Richard Barthelmess) 7345 feet *116 Greater Than Love (Louise Glaum) 6153 feet 59 Trust Your Wife (Katherine MacDonald) 5275 feet 70 Gypsy Blood (Pola Negri) 6027 feet 44 Truth About Husbands, The (Whitman Bennett) 6925 feet 32 Twin Beds (The De Havens) 5580 feet 43 Habit (Mildred Harris) 6000 feet 96 Two Minutes to Go (Charles Ray) 5954 feet *126 Hail the Woman (Thos. H. Ince Prod.) 7222 feet 24 Harriet and the Piper (Anita Stewart) 5605 feet 41 Unseen Forces (All-Star Franklin) 5680 feet 130 Her Mad Bargain (Anita Stewart) 4591 feet 98 Her Social Value (Katherine MacDonald) 5140 feet 76 Wedding Bells (Constance Talmadge) 6070 feet *101 Homespun Folks (Thos. H. Ince Prod.) 5800 feet 20 What Women Love (Annette Kellermann) 6377 feet •111 Home Talent (Mack Sennett Prod.) 3595 feet 90 Wife Against Wife (Whitman Bennett) 5864 feet 7 Woman Gives, The (Norma Talmadge) 5923 feet •110 I Am Guilty (Louise Glaum) 6312 feet 51 Woman in His House, The (Special) 7524 feet 6 Idol Dancer, The (D. W. Griffith Special) 6955 feet 97 Woman’s Place (Constance Talmadge) 5645 feet 4 Inferior Sex, The (Mildred Harris) 5695 feet 147 Woman’s Side (Katherine MacDonald) ..5366 feet 149 Infidel, The (Katherine MacDonald) 5377 feet 150 Women He Married, The (Anita Stewart) 6562 feet 2 In Search of a Sinner (Constance Talmadge) 5485 feet 127 Wonderful Thing, The (Norma Talmadge) 6890 feet 22 In the Heart of a Fool (Allan Dwan Special) 6723 feet 94 Invisible Fear, The (Mayer-Anita Stewart Prod.) 4998 feet 12 Yellow Typhoon, The (Anita Stewart) 6347 feet 15 Yes or No (Norma Talmadge) 6477 feet 19 Jack Knife Man, The (King Vidor Special) 6448 feet 64 Jim the Penman (Lionel Barrymore) 6098 feet CHAPLIN *56 Kid, The (Charles Chaplin) 5360 feet *1801 Idle Class, The 1905 feet 143 Kindred of the Dust (R. A. Walsh Prod.) 8422 feet 1802 Pay Day 1900 feet *104 Last of the Mohicans (Tourneur Prod.) 5720 feet *102 Leopard Woman, The (Louise Glaum) 6253 feet TURPIN 67 Lessons in Love (Constance Talmadge) 5861 feet *1603 Bright Eyes 1731 feet 125 Lotus Eater, The (Neilan-John Barrymore) 6960 feet *1601 Love’s Outcast 1784 feet *105 Love (Louise Glaum) 6022 feet *1602 Love and Doughnuts 1819 feet 11 Love Expert, The (Constance Talmadge) ..5888 feet 1604 Step Forward 1604 feet 38 Love, Honor and Behave (Sennett Comedy) 4572 feet *122 Love Never Dies (King Vidor Prod.) 6751 feet LEHRMAN 132 Love’s Redemption (Norma Talmadge) 5988 feet *107 Lying Lips (Thos. H. Ince Prod.) 6438 feet 25 Kick in High Life, The.. 2067 feet 34 Wet and Warmer 2061 feet 52 Mama’s Affair (Constance Talmadge) 5584 feet 45 Punch of the Irish, The 1104 feet 60 Man-Woman-Marriage (Kaufman, Holubar-Phillips) . .8975, 8104 feet 79 Game Lady, A 1650 feet 14 Married Life (Mack Sennett Special) 4938 feet 27 Master Mind, The (Lionel Barrymore) 6541 feet KEATON 86 Midnight Bell, A (Charles Ray) 6140 feet *121 Molly O (Mack Sennett-Mabel Normand Prod.) 7588 feet *1701 Playhouse, The 1803 feet '112 Mother o’ Mine (Thos. H. Ince Prod.) 6000 feet *1702 Boat, The 2042 feet 136 My Boy (Jackie Coogan) 5090 feet *1703 Paleface, The 1935 feet 99 My Lady Friends (De Havens) 5650 feet 1704 Cops , 1690 feet 49 My Lady’s Latchkey (Katherine MacDonald) 5067 feet 1705 My Wife’s Relations 1705 feet

46 Nineteen and Phyllis (Charles Ray) 5965 feet SENNETT 82 Nobody (Rowland West Prod. -Jewel Carmen) 6566 feet 30 Nomads of the North (James Oliver Curwood) 6263 feet *1501 Made in the Kitchen 1717 feet 18 Notorious Miss Lisle (Katherine MacDonald) 5014 feet *1502 She Sighed by the Seaside 1715 feet 50 Not Guilty (Sidney Franklin) 6293 feet *1503 Call a Cop 1701 feet *1504 Hard Knocks and Love Taps *. 1914 feet 63 Oath, The (R. A. Walsh Masterpiece) 7960 feet *1505 Be Reasonable 1590 feet 37 Old Dad (Mildred Harris) 5858 feet *1506 By Heck 1653 feet 55 Old Swimmin’ Hole, The (Charles Ray) 6161 feet *1507 Duck Hunter, The 1844 feet 95 One Arabian Night (Pola Negri) 7660 feet 1508 On Patrol 1508 feet

ALL PRODUCTIONS MARKED • ARE BOOKING ON THE OPEN MARKET AT ALL FIRST NATIONAL EXCHANGES

inimillMIMMMIIinillMMIIMIIIIIIIIIIMIMI “ Smilin’ Through ” It’s All the Screen Can Give THE WILLIAMS FEINTING COMPANY, NEW YOBK Scanned from the collection of

Marc Wanamaker / Bison Archives

Coordinated by the Media History Digital Library www.mediahistoryproject.org

Funded by a donation from University of South Carolina Libraries and College of Arts and Sciences