The Eagle (United Artists) (1925)

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Exploitation Suggestions that Should Help “The Eagle” Shows Valentino as Romantic Lover, and Also as Soldier and Bandit With Rudolph Valentino in “The Eagle” exhibitors have this great star’s first production for United Artists Corporation release; by far the greatest and most ambitious film in which he ever has appeared. This feature readily takes its place among the big productions of the season from a film standpoint, from the standpoint of cast, which includes the sensationally successful Vilma Banky jand the well known and everywhere popular Louise Dresser in the principal supporting roles; and there is no doubt, also, that “The Eagle” will be right up in the front rank among big box-office attractions. Valentino’s Sideburns In this picture Valentino wears sideburns. Here is a good chance for a splendid local newspaper feature. Try to get one of your newspapers— whichever one is best suited for your particular city, be it an afternoon or a morning paper—to handle a feature wherein pictures of well known local men will be shown with sideburns worked into the photograph by an artist and let your public see how these men would appear with sideburns a la Valentino. This possibly might be worked up far enough so that theatre and newspaper could get together and offer prizes for the handsomest photograph thus made up. The Romantic Lover Not only does “The Eagle” show Rudolph Valentino in his famous por¬ trayal of the romantic lover—the screen’s greatest and most convincing “sheik”—but the story and its direction by Henry King gives this popular star among all women the widest possible scope for the type of character¬ ization that has made him one of the greatest of all box-office drawing cards. In addition this film presents Valentino in yet other roles—first that of a young, dashing and daring lieutenant of cadets; then as The Eagle, a bandit feared for his boldness in thefts from the rich, and loved by the down-trodden and oppressed for the lavishness with which he showers upon them the gold snatched from the upper classes? and still again in the dis¬ guise of a splendidly handsome young French tutor. And it is in this latter role that Valentino’s world known abilities to portray the ideal screen lover—the type of film hero that stirs every audience—is given the widest possible scope. A Three-in-One Picture Play up the fact that “The Eagle” is a three-in-one picture so far as Valentino is concerned. Dual roles once were popular but this star has gone one better and played a triple role in this feature—not three different persons, but three different characters. He first appears as a Cossack lieu¬ tenant, handsome enough to attract the attention of the middle-aged and amorous Czarina. He spurns her advances. The Czarina then signs his death warrant. He then becomes a bandit—The Eagle—a most picturesque figure known to all the nation because of his swift and daring movements. As a bandit he poses as a French tutor, and invades the home of his mortal enemy, also the heroine’s father. Artistic Melodrama, Too This picture brings. Valentino to the screen in still another manner— in a highly polished and intensely thrilling melodrama. The star is shown as a spirited, exceptionally daring action hero who rides speedy horses in pulse-stirring manner, who rescues the heroine from almost certain death in a mad runaway, and who strangles to death a bear in a fie'rce “hand-to-hand” combat. Perhaps the hero is best in the action brought out in some of the most difficult feats of horsemanship wherein, in addition to the runaway scene, he jumps hurdles and generally flirts with disaster. In fact, he was severely injured in one scene. Another Beard Suggestion l Rudolph Valentino stirred up an almost international flurry when he grew a full beard in anticipation of wearing it during the making of a certain photoplay. The beard went the way of all beards when plans were changed, and then the romantic lover of the screen grew a pair of sideburns for the role he portrays in “The Eagle.” mk There not/ only is material here for a barber shop tie-up through "e black and white stills showing the upper cheek beard worn in this film, but also opportunity for exhibitors to tie-up with a local newspaper along this line: “Will the young men of the country follow Rudolph in wearing side¬ burns as they have done in so many other styles for men?” There is a chance in this line for a letter contest to be conducted by the newspaper with small prizes of either cash or theatre tickets to be paid for as newspaper and exhibitor might decide. An “Inquiring Reporter” Stunt Tie-up with a local newspaper and get the city editor to assign a man as an “Inquiring Reporter” and to wear a bandit costume and mask such as worn by Valentino in the bandit role in “The Eagle.” Have this man go through the busy sections of the city asking questions—say, four or five a day—of persons he happens to meet. The questions should be of local interest, so that the newspaper will get its break in the tie-up. In all probability it would be best to let the newspaper editor handle that end of the tie-up, since his judgment as to news would be best. The Valentino Hat Exhibitors should also be able to get over a good piece of publicity in advance or during the run of the picture by getting some pretty and popular girl of the city to pose for a photograph while wearing a Russian hat such as Valentino wears in the uniform of a Cossack lieutenant. This could be used in a feature story tie-up with some newspaper—“Local Beauty Sets New Style,” etc. 0 Russian Style for Women “The Eagle” is a picture full of Russian types and characters; and it has been noted by style experts that the Russian motif is creeping into garments for women. Exhibitors might make a tie-up with leading depart¬ ment stores and shops for women’s wear and get them to put in a Russian window display. Stills in the sets of black and whites will give a quick clew to what can be done in this manner There Is Comedy, Also Exhibitors will be perfectly safe in announcing to their patrons that “The Eagle” has its full quota of comedy scenes, and in these the Valentino smile was never more compelling, never more calculated to stir the hearts of the feminine audience. Were it not for the fact that the element of romance is so strong in this picture, it safely could be characterized as a comedy drama—so many and so funny are the comedy scenes. Theatre Attendants Ushers and other theatre employes might wear masks with good effect during the run of this film. This would be quite inexpensive and would cause a lot of talk. Where advertising appropriations permit, you might go even farther and put ushers and others in bandit costumes, such as are shown in the stills obtainable at local exchanges. ^