The film's "All-Star" cast included Ralph Lewis, Johnnie Walker, and Johnson's wife, Ella Hall.

Dan has secured his release from jail and rushes to the fire scene, helping fellow firefighters handle the hoses.

Working the night shift, Bullet hears the fire alarm, breaks free of his reins, and heads toward the flames.

[5] The average cost per FBO production was $50,000 to $75,000 equivalent to $910,139 to $1,365,209 in 2021 compared to the Major film studios which could spend five times as much to produce a movie.

FBO also produced and distributed a limited number of big-budget features labeled "Gold Bond" or "Special" productions.

A real estate dealer's misfortune allowed Emory Johnson to purchase a five-story apartment building on the outskirts of Los Angeles for a reasonable price.

[8] While standing on a street corner in downtown Los Angeles, Emory Johnson and his mother watched the annual Elk 's parade.

During his career at FBO, he would earn titles including the Master of Melodrama, King of Exploitation, and Hero of the Working Class.

[b] Johnson would continue to thrive as an independent director because he did not just make epic films; he made bankable movies focusing on subjects he and his mother held dear.

In the years to come, Johnson would glorify mail carriers, newspaper press operators, more train engineers, police officers, Army aviators, and members of the US Navy.

The song was composed by Johnnie Tucker with lyrics by Bartley Costello and featured John Stewart, a boy soprano, singing "A fire laddie (just like my daddy).

He played both trombone and piano for the Fireman's Quartet, and due to his background, he composed the song for the motion picture The Third Alarm.

[55] These references are based on American Film Institute listing[56] and confirmed by a movie advertisement in the Cleveland's The Plain Dealer.

FBO was the official name of the film distributing operation for Robertson-Cole Pictures Corp. Joseph P. Kennedy Sr. would clear this up later[58] Film Booking Offices of America booked The Third Alarm into prestigious 1,131 seats Astor Theatre in New York City for a four-week run starting on Sunday, January 7, 1923.

[62] On Monday, January 29, 1923, a Los Angeles Fire Department engine clanged up and down the thoroughfares, finally stopping at Sid Grauman Million Dollar Theater on Broadway.

In the case of The Third Alarm, it meant establishing contact with the fire department in the local venue before the film arrived in the city.

This support could include the chiefs speaking to local newspapers and providing fire equipment to attract paying patrons to the movie theater.

A typical example of this promotion is dusting off old firefighting apparatuses, hitching up horses and clamoring down the street, bells clanging, and ending at the local theater.

[67] Other stunts might include parking old museum pieces in front of the theater, appreciation parades, and women jumping off buildings.

Anything was fair game if it drew potential movie ticket purchasers to the work of local firefighters and built up a need to see them in action on the silver screen.

(See the Campaign book pictured above)[68] As the article stated, hundreds of these were mailed out while the movie was still premiering at the Astor Theatre.

There is a very definite box office value in the picture because it supplies a new line of thrills and the sort of action and atmosphere that will certainly make it a popular number with the big majority of picture goers throughout the countryIn the January 20, 1923 issue of the Exhibitors Trade Review, the reviewer states[70] A stirring melodrama, replete with heart interest, whirling action, and stark realism, "The Third Alarm" registers as a unique attraction destined to win widespread popularity.

The picture fairly throbs with spectacular views, the brigade swinging with frantic, Furious speed through the streets, fire laddies battling desperately against the devouring elements, the red blaze bursting across surging banks of smoke, walls tottering and crashing....

In the February 1, 1923 issue of the San Antonio Evening News, Mary Carter observes[71]The Third Alarm is the most thrilling motion picture the writer ever saw.

The faithful fire horses are not forgotten in this amazing and gripping photoplay.FBO focused on producing and distributing films for small-town venues.

Movie magazines would show the film's branding, critical reviews and publish other managers' viewpoints, including attendance numbers and revenue.

Ran two days to the largest crowd in the history of theatre.George K. Zimsz, Harbor Theatre Corpus Christi, Texas, population 10,000[74]Star, cast.

Admission 10-20-30Harold Frank Mgr, Majestic Colonial Theatre Jackson, Michigan, population 50,000[75]The Third Alarm opened here today to the biggest weekday business this house has ever known.

"[81][d] Other web sites claim complete copies exist at the UCLA Film and Television Archive in Los Angeles.

[82] John Reid states in his book: "By cobbling together the best footage from multiple 16mm prints", a restoration service assembled a tinted presentation of the film."