Bonds of Love (1919)
Press and Service Book
It's a Goldwyn Picture
This is a Goldwyn Year
Box-Office Merits of "Bonds of Love"
THE best praise to accord Pauline Frederick's latest Goldwyn dramatic success, "Bonds of Love", is to tell you that it is one of those rare products of the screen -- a photoplay that will positively grip your audiences from the first flash to the final fadeout.
The reasons for this lie in the foundation upon which the picture has been built -- a story that is best described as a page from the book of life. Rarely does the screen reflect a tale that is at once so dramatic, so appealing and so true to life as to hold a universal appeal and to strike a responsive chord in the heart of every thinking man and woman.
The age-old problem of the woman who marries a widower and finds herself constantly regaled with the virtues of her predecessor and her conduct compared with that of "my late wife," is treated from a fresh and original angle in the new Pauline Frederick drama. Unexpected and highly interesting plot developments server to keep the dramatic tension at a high pitch through-out while numerous interludes of a pathetic and appealing nature in which a motherless boy figures, provide the picture with the balance that stamps it is 100 per cent entertainment.
STAR HAS PERFECT ROLE
In the role of the first Mrs. Daniel Cabot, Miss Pauline Frederick gives a portrayal that is remarkable for its sincerity and finish. In her dramatic moments, Miss Frederick is admirable; in the lighter scenes, she is irresistible. Miss Frederick's performance in this picture will undoubtedly go down as one of the finest she has contributed to the screen and will be hailed with delight by her legion of admirers.
"Bonds of Love" was produced under the direction of Reginald Barker, one of the screen's foremost producers. Of country-wide popularity, Mr. Barker's screen creation such as "The Crimson Gardenia," Rex Beach's "The Girl from Outside," stand as a monument to his skillful workmanship and keen artistic perception.
The story of "Bonds of Love" is of a woman, who as the second wife of a man who has been devoted to the memory of his first wife, finds that her predecessor's vicious-tongued family continually sings the first wife's praises to the husband and to her; and is made miserable by the knowledge that she was married only to take care of the first wife's child.
Inadvertently, she finds love letters of the first wife from another man. But rather than destroy her husband's blind faith in a beautiful memory, she attempts to quietly secure the letters and burn them. Her action casts suspicion upon herself which she willingly assumes for the sake of the child; but her husband comes into possession of the letters and learning of the circumstances attending his second wife's connection with them, breaks forever the bonds of persecution under which she has been living.
The mother instinct and the lengths to which a woman will go to protect a child even tho (sic) not her own is a vibrant theme of the picture and should form the keynote of your exploitation campaign.
While "Bonds of Love" can be relied upon to please everyone, it will appeal particularly strongly to women. Women will live and feel the tribulations of the heroine because she is essentially human and appealing and because her experiences are shared by women the world over. The women will come out of your theatre remarking, "Isn't it real; so true to life" and no better tribute to a picture could be paid.
ATTRACTING THE WOMAN
Go after the women strong when you play "Bonds of Love." Build your copy around the mother instinct and the troubles of the second wife. You can rely upon the picture to delight every woman in your town and, as an exhibitor, you know that a picture that appeals to the gentle sex is a certain box-office winner. Then, too, "Bonds of Love" embodies a sufficient degree of dramatic interest and heart appeal to win the favor of the men and children.
Feature Pauline Frederick in all your advertising. Her "draw" at the box-office need not be emphasized - you know it by past performances. You can safely bill "Bonds of Love" as one of the star's finest photoplays and one of the most dramatic and appealing in months.
For the promotion of the new Frederick picture, the Goldwyn Service Department has prepared an advertising novelty of striking originality and one that should materially assist exhibitors in packing 'em in during his engagement of the picture. It is the "Bonds of Love" full details are contained on page 8.
The succeeding pages of the Press and Service Book show you how to capitalize on the many dollar-pulling exploitation angles of the picture. If there is anything in the way of additional aid we can render for the exploitation of "Bonds of Love," communicate with us immediately, state just what you require, and we will either prepare the material in New York or will send a service expert direct to your theatre, according to your wishes.
Why "Bonds of Love" Will Get the Crowds
PAULINE FREDERICK IN POWERFUL, NEW GOLDWYN PICTURE, "BONDS OF LOVE"
Latest Production, First photodrama by Louis Sherwin, Eminent Dramatic Critic, is Story of Mother Love and Family Jealousy
PAULINE FREDERICK's latest Goldwyn picture, "Bonds of Love," by Louis Sherwin, the eminent dramatic critic, is a powerful emotional photodrama worthy of the sterling ability of the versatile star. In none of Miss Frederick's recent pictures, has she been called upon to play the awakening instinct of mother love; but in her new screen vehicle, which comes to the _____ Theatre, on _____, she assumes the role of a second wife who has sincerely grown to love the child of her husband's first wife and is willing to sacrifice herself for the sake of the child's welfare. This unusual combination of self-sacrifice and mother love for another’s child develops into a masterly climax in which Miss Frederick has many opportunities to reveal some of the subtlest touches which have ever been seen in photodramas. Her ability to express suppressed emotional struggle has been shown in her recent pictures, "The Fear Woman" and "The Peace of Roaring River." And in "Bonds of Love," fresh opportunities for disclosing her understanding of a repressed acting occur in every reel.
Miss Frederick's picture was directed by Reginald Barker; and the photographer was Edward Gheller, who recently discovered a new way to achieve clearness in long shots by a clever light arrangement.
The young boy in the picture gives a remarkable performance of the child. Frankie Lee was called upon to assume the part, and he immediately struck up a delightful friendship with Miss Frederick, which made their many scenes together realistic interpretations of an unusual affection between mother and child.
Some of the scenes in "Bonds of Love" were taken at Santa Catalina Island where Miss Frederick in a racing motor boat preformed a thrilling rescue of the child who had jumped into a launch and was heading for the rocks which guard the narrow to the open sea. Besides the rescue, many other scenes on Cataline Island unfold the sunlit beauty of this garden spot in the Pacific.
"BONDS OF LOVE"
In getting these stories in your newspapers, try to take them yourself or have a reliable house attache do it. Be sure that the items are accompanied by scene stills from the picture and a portrait of Pauline Frederick.
SHERWIN'S INITIAL PICTURE
WHEN a dramatic critic with a national reputation for keen dramatic values turns author, the product of his pen is likely to contain the very points which he has been called upon in the past to criticize adversely. This opportunity has come to Louis Sherwin, who is the author of Pauline Fredericks latest Goldwyn picture, "Bonds of Love," which will be presented at the _____ Theatre, beginning _____.
Mr. Sherwin, before his association with the photodrama, was for eight years the dramatic critic of the New York Globe, in which capacity his fairness as a reviewer resulted in his being barred from certain theaters whose plays he was daring enough to report as unworthy. However, Mr. Sherwin weathered this storm; in fact, his firm stand for honest criticism added immeasurably to his prestige. Now Mr. Sherwin has begun to write in a creative vein, and his first story, "Bonds of Love" has been picturized by Goldwin with Pauline Frederick.
Louis Sherwin was born and educated in England. For several years, he was a close student of dramatic literature; and when he came to American, joined the staff of the Globe. For the past year, Mr. Sherwin has been engaged in a critical capacity at the Goldwyn studios in Culver City, Cal., where his ability as a critic was utilized in the selection of stories suitable for a picturization.
Mr. Sherwin comes naturally by his artistic predilections, as his mother, Amy Sherwin, was a noted English opera singer, whose beautiful voice delighted thousands of music lovers of the past generation.
CHILD ACTOR IN "BONDS OF LOVE"
IN Pauline Frederick's latest Goldwyn picture, "Bonds of Love," which will be shown at the _____ Theatre, beginning _____, the marvelous acting of little Frankie Lee, who plays the adopted son of the star, is one of the features of the production. His part is the most important male role in the story. The child appears in almost a hundred scenes, an assignment with has rarely, if ever, been given to a child. Nevertheless, little Frankie Lee knows how to act. It is uncanny to watch him play the bad boy when his aunt is about, and then find him changed into a little adoring angel in his scenes with Miss Frederick. He understood the part he was playing and required little coaching from the director, Reginald Barker.
Perhaps Frankie Lee's work would not have been quite so spontaneous, had not Miss Frederick won his heart before the filming of the story was begun. They formed a strong friendship on sight, and the little fellow spent many waiting moments at the studio in Pauline Frederick's lap. This accounts for the ease with which the child reveals his love for his new mother in the story of "Bonds of Love."
Frankie Lee is remembered for another excellent performance in the part of the child in "The Westerners." His work in that photoplay called forth the enthusiastic praise of critics throughout the country. And when "Bonds of Love" is shown the promise of this young future star will be seen fulfilled in the finesse displayed in his first Goldwyn picture.
COSTUMES IN "BONDS OF LOVE"
SMALL BUT EXCELLENT CAST PRESENTS "BONDS OF
As the leading male player, Miss Frederick has a little boy of seven, Frankie Lee, whose interpretation of the dramatic moments of his role reveals marvelous histrionic ability. His ability is a gift as the child has had but one year's experience before the camera.
Betty Schade sincerely interprets the role of a spiteful, scheming woman, who earns her just reward. She plays with Leslie Stuart who has just returned from a two years stay in the trenches of France. Charles Clary assumes the role of dignified lawyer, who in his youth has committed a grievous indiscretion, while Percy Standing, as the star's husband has a sympathetic role with moments that alternate between the gruff and the tender. Kate Lester, as an elderly friend of the family, again is a model of elderly dignity and perfect costuming.
A not unimportant role is assigned to a huge, tawny, good-natured mastiff, whom the little hero rides astride.
Pauline Frederick in
"Bonds of Love"
THE people in your town are more interested in reading about Susie MacShane's betrothal to the second-assistant mayor than they are in reading about 1,000 people being killed in Zulu. Why? Because the former is news of local interest.
If any of the players listed in the cast below are from your town - you have the material for news sotires that will get into print as sure as you're a foot high. Glance over the names and if any of them are connected with your town, get busy and let your local editors know about it.
ARE ANY OF THESE PLAYERS FROM YOUR TOWN?
PAULINE FREDERICK, born in Boston, Mass. And educated in private schools. Played in Rogers' Brothers successes; also "When Knights Were Bold," "Sampson," with Gillette, and "Joseph and His Brethren." On the screen, played for Paramount and Goldwyn. Recent pictures are "The Fear Woman," and "The Peace of Roaring River." Hobbies are driving, walking and shooting. She has brown hair and blue eyes. In private life, Miss Frederick is Mrs. Willard Mack.
BETTY SCHADE, born in Berlin, and educated in Chicago. Stage training in vaudeville sketches. Played on screen for Universal, Lasky, Fox and Paralta. Recently in Goldwyn's "Spotlight Sadie."
KATE LESTER was born in England and educated at Normal College, N.Y.C. Played on the stage with Richard Mansfield, Julia Marlowe, John Drew, and Mrs. Fiske. For the past two years, she has played the rols of dignified matrons in Goldwyn photoplays, though she has appeared in pictures produced by Edison, World and Famous Players.
CHARLES CLARY, born in Charleston, Ill. And educated in the public schools of Kansas City, Mo. College training at Washburn college. Many years on tour and in stock companies. Played with Mary Mannering, James O’Neil and Ralph Stuart. On the screen, Mr. Clary played with Geraldine Farrar in "Joan the Woman."
FRANKIE LEE, the seven year old wonder child of Palo Alto, Cal., who plays one of the leading parts in "Bonds of Love," has been acting before the camera for less than a year. His splendid work with Pauline Frederick is another triumph for the little man who appeared with Mary Pickford in "Daddy Long Legs" and was one of the featured players in "The Westerners." This is his first appearance in a Goldwyn picture.
GOLDWYN STORY OF SOCIAL GRAFTERS
A PAIR of unusual grafters appear in Pauline Frederick’s latest Goldwyn photoplay, “Bonds of Love,” which will be presented at the _____ Theatre, on _____. Their aims are not novel, but their means for obtaining them are as vicious as they are singular.
The sister and brother of Daniel Cabot's dead wife have been living in his home since her death. In fact, the woman has managed the established and her brother has been a handy, spongy soft of individual, whose presence helped to pad out the emptiness of the large living room. Together the brother and sister planned to keep their brother-in-law from marrying again and ti ingratiate themselves in his favor so that their lives might be made soft and comfortable. To this end, they decided to keep the memory of their sister ever green in the thoughts of her husband. They consecrated her former room as a museum, and spoke about her on every possible occasion.
The plan worked for about a year, when a new governess was engaged for the dead wife’s little boy. And the spontaneous affection which sprang up between the two convinced the husband that his little boy needed a mother. Despite the machinations of the grafting brother and sister-in-law to blacken her character, the little boy found a new mother and the social grafters lost their means of sustenance.
THE Goldwyn studios in Culver City, Cal., has been enjoying "Welcome Home" days for seeral weeks past. Recently, Roger McKinnon returned to the studios to begin work with Mabel Normand in "Empty Paradise;" and Lieut. J. B. Manly to appear with Madge Kennedy in "Strictly Confidential." Now Leslie Stuart has returned and has completed his first picture, "Bonds of Love," which Goldwyn will present at the _____ Theatre, beginning _____.
Mr. Stuart, who has spent the last two years in the trenches, is cast as the ne'er do well villain in Pauline Frederick’s new picture. Mr. Stuart served in France with the A.E.F.
MOTHER LOVE AND SELF-SACRIFICE IN PAULINE FREDERICK'S PICTURE
PAULINE FREDERICK is called upon to interpret the strongest emotions a woman may experience in her newest Goldwyn photoplay, "Bonds of Love," which will be present at the _____ Theatre, on _____. The unfathomable depths of mother love, and the pain of being wracked between self-sacrifice and revenge are some of the emotions which Miss Frederick is called upon to express during the unfolding of the powerful story which Louis Sherwin, the well-known dramatic critic, whore especially for her.
Miss Frederick's art is equal not only to the expression of the love of a mother for her child, but of the love of a strange woman for the child of another. In "Bonds of Love," the child is the son of his father's first wife; and the developing love of the second wife for the little boy, and his appreciation of her affection create many subtle moments which Miss Frederick and little Frankie Lee share.
When the first wife's relatives persist in the persecution of the boy's "new" mother, she finds letters which her predecessor had written to her lover. With these in her possession, the second wife is in the position of forever silencing the comparisons which her husband's relatives make between her and her predecessor.
A "Sure-Fire" Direct Mail Campaign For Pauline Frederick in "Bonds of Love"
THE dramatic story which forms the basis of "Bonds of Love" concerns itself mainly with circumstances that are brought about by the strong mother instinct that is deeply imbedded in the heart of every woman.
Accordingly, your mail campaign should be directed mainly to the "weaker sex" and should drive home the vibrant theme of the picture.
Inasmuch as "Bonds of Love" depicts the trials and tribulations of a second wife, it would be an excellent idea to secure from the local marriage bureau, society editor, etc., the names of all women in your town who have married widowers. Direct to these women, a tastfully worded special appeal setting forth the second-wife idea of the picture.
"The Bonds of Love" advertising novelty prepared by the Goldwyn Service Department for the Exploitation of the new Frederick Drama makes a decidedly effective mailing piece and should be used extensively.
The letters reproduced below suggest that manner in which your direct-mail campaign should be handled to bring big returns at your box-office.
I have just witnessed
a most remarkable ocurrance (sic) that I am sure you will be interested
in hearing about.
Would you have done the same thing?
Don't answer before you see Pauline Frederick in her latest Goldwyn photoplay "Bonds of Love" coming to Blank for one week beginning next Sunday.
Letter No. 1 - To be mailed to specially selected list of women bout 10 days prior to showing.
Imagine the dilemma of a woman who as the second wife of a man devoted to the memory of his first wife, finds that she was married only to care for the first wife’s child.
Imagine this woman’s finding love letter written to the first wife by another man and then rather than destroy her husband’s faith in a beautiful memory and to protect the good name of the first wife’s child, casts suspicion upon herself.
But imagination itself cannot convay to you the pulsating drama and the heart throbs that result from these situations. You must see Pauline Frederick in "Bonds of Love" to appreciate the soul-stirring story of the second Mrs. Cabot.
It’s coming to the Blank next week. Don’t miss it!
Letter No. 2 – To be mailed to general list about 6 days before opening of picture
Dear (Sir or Madam):-
It tells an enthralling story of a woman who sacrifices love and honor to protect the good name of a child who is not her own. Heart throbs and humor aplenty.
Post Card No. 1 – To be typewritten on regulation post card and mailed to general list about 3 days before opening.
Dear (Sir or Madam):-
Tomorrow begins the engagement at the Blank, of a photoplay that will tug at your heart strings as no picture has done before.
It is Pauline Frederick’s latest Goldwyn dramatic success, "Bonds of Love." It is absorbing; it is real; it is a page from the book of life.
Post Card No. 2 – To be typewritten on post card and mailed to general list 1 day before engagement.
P. 3-1 Col Reduced size
POWER OF WEALTH IN GOLDWYN STORY
WEALTH, and its power to foster deception in family relationships, is the unseen motive behind the nnew Goldwyn picture, "Bonds of Love," in which Pauline Frederick will be presented at the _____ Theatre, beginning _____. This underlyng fact is not revealed until the end of the story, but on it it the story rests.
Early in the life of Daniel Cabot's first wife, she had been in love with an attorney, Barry Sullivan, capitally played by Charles Clary. But her parents had forced her to marry a man she didn't love. Subsequently, her lover acquired a large practice, and the relationship which her marriage had thwarted was assumed clandestinely. After her death, however, her husband married again; and it was the second wife who discovered her predecessor's infidelity. But the second Mrs. Cabot, loving her step-child, refused to divulge the secret she had uncovered.
Nevertheless, her husband found out the truth in his own way. Moreover, he learned of his present wife's attempt to conceal her predecessor's short-comings from him. The shock destroyed the halo which he had erected about the first Mrs. Cabot and placed it above the head of her successor.
NEW VERSION OF HATCHET STORY
PARENTS who give their children unwise gifts will find an object lesson in Pauline Frederick's new Goldwyn production, "Bonds of Love," which will be presented at the _____ Theatre, on _____ . The adoring father brings home a new toy for his child every night. On the evening that the story opens, he has brought a little hatchet. And the seven year old boy immediately finds uses for the new tool. Jimmy discovers his uncle's automobile at the entrace to his father's home. Again the hatchet comes into play on the front tires. And when uncle comes out to drive off, discovers that he has a perfectly flat tire. And Jimmy, like George, didn't deny his guilt in the matter.
RUNAWAY MOTORBOAT AND RESCUE BRING THRILLS TO "BONDS OF LOVE"
THE rescue of seven year old Frankie Lee, alone in a runaway motorboat, by Pauline Frederick, furnishes one of the most novel thrills ever recorded by the motion picture camera. The scene in which Miss Frederick rescues the boy occurs in her latest Goldwyn picture, "Bonds of Love," which will be presented at the _____ Theatre, beginning _____. The boy, Jimmy Cabot, is a mischievous youngster, who has been warned not to go near the motor boats on the landing near the summer resort hotel at which the family is staying. For a few moments he is left alone on the dock. Up in the hotel, Miss Frederick as Una Sayre, the boy's governess, is preparing to leave -- the insults of the boy's aunt having made her position unbearable. She is about to say good-bye to the child, when she sees him, from the distance, jump into the motor boat and start out for a joy ride. The governess sees him heading for the rocks that guard the narrow to the open sea, rushes down to the dock, jumps into another boat, and dashes away in pursuit.
The race of the two boats is seen from several angles, the larger and more powerful boar of the governess gradually overtaking the smaller vessel in which the child is seen helpless at the steering wheel. Now the larger boat is veering over to the other, the crowd, which has formed on the dock praying that she may overtake it in time to save it from smashing head-on into the rocks. Suddenly, the larger boat draws alongside the other, the child, standing on the gunwhile, is lifted from his boat into the other by his governess; her boat shoots ahead, crosses the bows of the other in a side circle, while the child's boat dashes into the rocks. The little fellow is brought back to the dock, and his governess weak and overcome with the tension of the past few moments, is lifted out of the boat by the child's anxious father. After this proof of her devotion, the child will not permit her to leave, and she stays, at the earnest solicitation of his father, as the boy's "new" mother.
Mat of This Sketch Furnished Free.
Pauline Frederick -- A Biography
PAULINE FREDERICK, whose recent successes in the Goldwyn productionsof "The Fear Woman," "The Peace of Roaring River," and "The Woman on the Index," have placed her in the front rank of emotional screen actresses, was born in Boston and educated in the private schools of that city. Her first theatrical experience was obtained in Dorchester, one of the suburbs of Boston, when she appeared in a child's part in "When Mrs. Black Came Back," which was presented at the Dorchester Woman's Club.
Professional, she began her career in the vaudeville theatres of Boston, singing "Mavourneen," and other ballads. Her next venture was with the Rogers Brothers' extravaganzas, where her sweet voice and exotic beauty attracted the attention of theatrical managers.
Her first real role was in Channing Pollock's play, "The Little Gray Lady." This was followed by others, the most notable of which was her dramatic interpretation of Potiphar's wife, in "Joseph and His Bretheren." Her instantaneous success in this part led to her being starred in "Innocent."
About four years ago, Samuel Goldwyn persuaded Miss Frederick to act before the camera, and she has since been associated with him in all his enterprised. Her first picture was "The Eternal City," by Hall Caine, which was made under the Paramount seal. Later, when Mr. Goldwyn organized the present Goldwyn company, Miss Frederick was one of the first stars to sign up.
P. 4-1 Col.
SHOULD a widower marry a second time, to give his child a mother? This is one of the questions which come up for settlement, and which furnish some of the dramatic scenes in Pauline Frederick's latest Goldwyn Picture, "Bonds of Love," which will be shown at the _____ Theatre, beginning _____.
In the photodrama, the child is being "mothered" by a selfish aunt who knows only her own comfort or discomfort, and never thinks of the child's honest desire to play. As the boy is a real mischievous lad, his life is one round of spankings. However, a new governess is engages who understands his needs and the void which the missing mother love has made. And she succeeds in filling the breach.
What should the father do? His action and how he was impelled to follow it is dramatically told in "Bonds of Love."
MASTIFF ACTS IN "BONDS OF LOVE"
SEVEN years old Frankie Lee, who plays the most important male role in Pauline Frederick's latest Goldwyn release, "Bonds of Love," which will come to the _____ Theatre, on _____ had a joyous time with one of the dumb actors in the photoplay. The silent, patient actor is a huge, tawny mastiff, who is introduced to us dragging his little master at the end of a leading string through the parlor of his own home. The boy and the dog are inseparable companions; and when the wise old animal is tired of letting the child pull his ears, bit his nose, or stick his fingers into his patient eyes, lies down and goes to sleep, while the child pillow his little head on the dog's broad chest.
The dog is well trained, and seems to knw that his business is to guard the youngster. So, no matter how roughly little Frankie Lee handles the old fellow, he never complains. And his affection is manifested by numerous attempts at kissing in his own doggy fashion. He does not object to the child's using him as a saddle pony, but when the youngster grows too rough for comfort, he gallops off to seek a moment's quiet alone.
Live Exploitation Campaign for "Bonds of Love"
PAULINE FREDERICK in "Bonds of Love" offers you an attraction of exceptional merit and one that deserves a live exploitation campaign. It is a high class drama of domestic life and all your advertising should convey this fact.
It would be well to avoid anything "freakish" for the exploitation of the new Frederick drama and to elevate everything to a "de luxe" plan in keeping with the quality of the picture. In booking "Bonds of Love," remember this: Properly exploited and presented it will clean-up for you ecause it embodies every element of popular appeal and has the added sales punch of featuring a star whose following in only limited by the nuber of people who like motion pictures -- 'nuf said.
"THE BONDS OF LOVE"
In order to enable exhibitors to put over "Bonds of Love" as a smashing box-office success, the Goldwyn Service Department has prepared an advertising novelty that for originality and dollar-pulling value has rarely been equaled.
It is "The Bond of Love," presenting the appearance of a regulation stock bond and making an effective tie-up with the title and the theme of the picture. This novelty is now available at your local Goldwyn Exchange.
As can be noted from the sample copy contained herewith, "The Bonds of Love" is printed on super quality stock and presents a decidedly realistic appearance and cannot fail in its mission to attract attention and to arouse interest in the production.
The attention-compelling values of the bonds are undeniable. Can you imagine anyone receiving something that looks like a bona-fide bond just giving it a cursory glance and letting it go at that? Not a chance; not while human nature continues to be interested in anything that looks like real money.
WILL ATTRACT ATTENTION
The novelty of the bond is, in itself, sufficient to attract attention and excite interest as nothing else will.
Communicate with your Goldwyn branch NOW and secure a liberal supply of bonds. The price is small and insignificant in comparison with the returns the novelty is certain to bring at the box-office.
Decide not to use "The Bond of Love" as the nucleus of your exploitation campaign. It's live; it's appropriate -- and it's a certain crowd-getter.
For the distribution of "The Bond of Love," you should engage a number of boys to slip a copy under the door of every house in your neighborhood. Occupants of the house, opening the door, cannot fail to be attracted to this "moneyish" looking novelty and to be impressed by its message.
Be sure that liberal supplies are placed on the counters of local shops, libraries, banks, etc., in addition, have your box-office attendant pass out a copy to each person buying a ticket at least a week prior to the opening of the picture.
Be sure that "The Bond of Love" is given the widest possible distribution. It offers you a golden opportunity for cleaning up; don't fail to take advantage.
Order Blank for Advertising Novelty
An advance "Teaser" campaign built around the title of the picture would be appropriate and effective. About one week prior to the opening of the picture start running a series of small ads in your newspaper and program reading as follows:
WHAT BONDS ARE MORE VALUABLE TO YOU, Liberty Bonds; Industrial Bonds; Stock Bonds; or "BONDS OF LOVE"?
"WHAT ARE YOUR BONDS OF LOVE?" Did you marry your husband for money; for social position; for convenience? Or do BONDS OF LOVE bind you to your husband?
"What cements the BONDS OF LOVE between married people? Is it the children; is it pure love; or is it some outside force? See Pauline Frederick in "Bonds of Love" etc.
The above suggested ads are directed mainly toward the woman and are certain to arouse interest and curiosity in "Bonds of Love" and their connection with the new Frederick drama. Use this campaign for results!
The title of the picture and the fact that many exquisite gowns are worn by the female principals, offers excellent opportunity for local merchant cooperation. Get in touch with your local department stores and shops catering to women, and get them to cooperate with a window display. This display should consist of an exhibit of feminine finery and a card reading something like this: "WHY THERE ARE BONDS OF LOVE BETWEEN THE WELL DRESSED WOMAN AND THE BIT STORES." This display should be augmented by scene stills showing the beautiful gowns worn in the picture, a portrait of Miss Frederick and announcement of the picture's showing at your theatre.
Don't fail to take advantage of thedistinctive display ads prepared by the Goldwyn Service Department for the exploitation of "Bonds of Love." The ads reproduced on pages 10 and 11 are the latest word in artistic display and forceful copy appeal. Use them liberally; they will get business for you!
These Suggestions for Lobby Display Will Greatly Help in Advertising "Bonds of Love"
SUGGESTED LOBBY DISPLAY FOR "BONDS OF LOVE"
YOUR lobby display is your show window; it lets your prospects know what you are selling. The more attractive and impressive your lobby, the greater the prospect is impressed with the value of what you have to offer, and the greater your chance of getting him into the movie theatre.
The lobby of a theatre is an advertising medium that the alert exhibitor will not overlook -- it is, in face, one of his most effective mediums for "selling" his attractions.
Make YOUR lobby "sell" your pictures. Don't be content to hang up a couple of posters, scene stills, etc. and let it go at that. Use your lobby to drive home the particular sales appeal of each individual picture by novel and attractive exhibits.
Pauline Frederick in "Bonds of Love" offers a particularly fine opportunity to dress your lobby in a distinctive and attractive manner, and at the same time t To arouse interest in the picture. The illustration on this page visualizes our idea of the way your lobby should look before and during the presentation of the new Frederick drama. The suggested exhibit brings into play the "Bonds of Love" novelty issued in conjunction with the feature. The display is simple, easy to execute and sufficiently out-of-the-ordinary to attract attention and to drive home the "Bond" idea.
The stunt involves nothing more than surrounding your lobby frames containing scenes from "Bonds of Love" and Portraits of the star, with a border of "Bonds" carefully pasted together and neatly arranged.
As shown in the illustration this same method can be applied to the streamer over the entrance of your main auditorium.
AN Exploitation Expert is now at your local Goldwyn Exchange ready and eager to render personal assistance in helping you exploit "Bonds of Love." The Service man is there to help YOU and his assistance entails no expense or obligation.
If there is anything in the way of special exploitation material you require in touch with your local Branch Manager and he will see that a Service man is sent direct to your theatre. Don't fail to take advantage of Goldwyn's individual service, it means dollars and cents to you.
Line Display Advertisements
USE these seat-selling line ads in your newspapers, circulars and in every way possible. They will attract the attention and arouse the interest of everyone who sees them because they are "classy," distinctive, and drive home the salient selling angles of the picture. Through sheer force of display they will dominate any page on which they appear.
Mats on all furnished free. Electrotypes available at moderate cost.
THE DOOR THAT OPENED INTO MYSTERY
SAMUEL GOLDWYN presents
"Bonds of Love" is a wonderful, thunderful drama. In kaleidoscopic
succession we see revealed scenes of romance, adventure, mystery.
Pauline Frederick surpasses her every previous screen performance.
SAMUEL GOLDWYN presents
HAVE you ever felt the Bonds of Love? Have you ever felt that force which binds you to your kin as nothing else can bind you? Pauline Frederick did.
SAMUEL GOLDWYN presents
Once more America's most emotional star appears in a screen play that
has never been surpassed by any of its kind. It is a thrilling photoplay
from the opening reel until "The End" flashes on the screen. It has
every element of interest that a motion picture can have. It is a
masterpiece of production. Don't miss it.
Half-tone Display Advertisements
REPRODUCED on this page are the half-tone display ads, prepared by the Goldwyn Service Experts for the exploitation of "Bonds of Love." The ads combine beauty of layout with force and appeal of copy and cannot fail in their mission to attract attention and to "sell" the picture. Use them liberally!
HE THOUGHT THE HANDWRITING WAS HIS WIFE'S
He thought the handwriting was his wife's. And it WAS his wife's, but not the wife he thought. He had confused Wife No. 1 with Wife. No. 2, and it almost caused a dissolution of the family. His old wife's love letters were produced as testimony to the perfidy of his second wife. You will find this complication the theme of the most interesting photoplay in years.
SAMUEL GOLDWYN presents
Bonds of Love! We have all felt them And we will all find our feelings
reexpressed in the remarkable Goldwyn photoplay, starring Pauline
Frederick. With all the skill of the screen dramatist's art, this new
play has been put together. With all the beauty of an art director's
imagination this new photoplay has been picturized. you surely will see
Her love for the boy was greater than any love she had ever known. She had saved his life once, but he had saved hers many times. He was the one person who made life worth while.
A highly emotional and dramatic picture with Pauline Frederick in the
most important role of her career.
SAMUEL GOLDWYN presents
The Love That Bound Her
IT was love for her boy that bound her to the house of hate. It was the love that made her suffer in silence under the lash of scandal and suspicion -- that sealed her lips when a word would have broken down the barriers of suspicion and misunderstanding between her husband and herself.
AN absorbing drama of love and sacrifice; a page from the book of life. It will tug at your heart-strings; it will bring tears to your eyes and a smile to your lips. It is Pauline Frederick's crowning dramatic achievement; a masterpiece of emotional entertainment. Don't miss it!
Incorporated under the laws of the State of Happiness
The Bearer is the owner of one Bond of Love and can partake of the dividends of capital stock which is Romance, Adventure, Mystery, transferable only at the box-office of the theatre showing this Goldwyn Picture for one ticket on payment of the regular admission price.
IN WITNESS WHEREOF, the said corporation has
caused this certificate to be signed under the laws of the Stats of
Happiness, which is the State of Mind resultant from this photoplay
featuring the famous star
ARS GRATIA ARTIS
with Pauline Frederick and Percy Standing. Directed by Reginald Barker. Goldwyn.
More Information on this film...
Last Modified July 5, 2018