Book Display Aids Serial Exploitation
A source of advertising which is creating a great volume of public interest in “The Master Mystery,” B.A. Rolfe’s super-serial starring Houdini, produced for Octagon Films, Inc., is the method employed in exploiting the novelization of the story published by Grosset & Dunlap. The book was written by Arthur B. Reeve and John W. Grey after the scenario created by Arthur B. Reeve and Chas. A. Logue.
Through its distributing agencies, Grosset & Dunlap is placing the novelization of “The Master Mystery” in the book stores of every city where the picture is being shown. Each shipment of books made by Grosset & Dunlap is accompanied by a suggestion for window display consisting of an attractively arranged lay-out of the books, embellished by the use of a quantity of 11×14 and 22×28 lobby photos.
So that booksellers will co-operate with the exhibitor and make the display at a time mutually beneficial, Grossman & Dunlap does not furnish the lobby photograph embellishments, but advises each of their customers to apply to the nearest theatre showing the Houdini serial for them. As a consequence, the exhibitor is brought into actual contact with the book dealer with the result that both co-operate to the benefit of all concerned.
[Exhibitors Herald and Motography March 29, 1919]