Boxoffice (Apr-Jun 1937)

SUGGESTIONS FOR SELLING THE PICTURE AD AIDS 2.xplottlp5^ SELLING ANGLES: "San Quentin" Erect a compo board surface over the entire front of the theatre, including the boxoffice, and paint to resemble stone. Have ushers dressed in convict garb. Spot announcements concerning a fictitious prison break over radio stations. Print “Escaped!” posters describing Bogart and snipe them around town. Tie up with drugstores on tonics guaranteed to rid you of that “prison pallor.” Conduct essay contest on “Should Prison Punish or Reform?” See Exploitation Preview printed in Boxoffice Nov. 21, 1936. CATCHLINES; Behind the Stone Walls of a Great Prison . . . Thousands of Men Nurse Their Hates and Grudges. The Smashing Story of Thousands of Forgotten Men . . . Living Behind Walls of Stone and Steel! A Convict Who Was Paying His Debt to Society . . . Broke Jail to Add to That Debt! SELLING ANGLES; "Fifty Roads to Town" An extensive sniping campaign is suggested by the film title. Such ideas as roadsigns reading: “This is One of the Fifty Roads to Town,” in many variations, can be used. Sponsor an automobile safe-driving campaign, issuing windshield stickers reading “Drive Carefully on Our Fifty Roads to Town.” For throwaways, use maps of the city, with theatre’s location in red. Have copy read “No Matter Where You Live in the Neighborhood, One of These Roads Will Take You to the Blank Theatre.” See Exploitation Preview ' printed in Boxoffice Feb. 6, 1937. CATCHLINES: Snowbound in a Mountain Lodge . . . They Lived on Crackers . . . Caviar . . . and Kisses! He Wanted Her . . . She Wanted Him . . . and the Police Wanted Them Both! SELLING ANGLES: "The Hit Parade" Sell the film on the radio angle, stressing the appearance of the many radio stars. Construct two miniature radio broadcasting towers above the marquee with the picture title spelled out in cardboard letters on wires stretched between them. Tie up with a local radio station carrying the Lucky Strike “Your Hit Parade” program. Make tieups with merchants on displays of Lucky Strike cigarettes. See Exploitation Preview printed in Boxoffice March 13, 1937. CATCHLINES: There’s Music in the Air . . . and Gaiety on the Screen ... as “The Hit Parade” Comes to Town! He Made Her Radio’s Most Popular Star . . . But He Didn’t Know She Was an Escaped Convict! All Your Favorite Screen and Radio Stars . . . Together in One Swell Picture! SELLING ANGLES: "California Straight Ahead" Tieup with local trucking or transfer agency to placard trucks with picture billing. Have truck company stage a street parade. Plant roadsigns along highways leading into city reading: “California Straight Ahead — Blank Theatre — (miles).” Obtain some worn-out truck tires, paint them white, and have boys roll them about the streets as ballyhoo. Have theatre employes who drive cars place tirecovers advertising the picture on their automobiles. See Exploitation Preview in Boxoffice Feb. 13, ’37. CATCHLINES: At the End of the Road Was Victory . . . and the Girl He Loved! Modern Pioneers . . . Blazing a New RubberTired Trail Across the Nation. The Most Exciting Race Ever Filmed ... as a Truck Caravan and a Railroad Train Battle Each Other . . . Across Country! SELLING ANGLES: "Melody of the Plains" Sell this picture to the kids and the action drama fans. Bill the two stars as a new western team. Get music store tieups on Scott and the two songs he sings in the film, “Albuquerque” and “A Hideaway in Happy Valley.” Get a local singer, dress him in a regular western outfit and have him sing the two songs, from a ballyhoo truck, accompanied by a western band. Dress the help in w'estern outfits. Promote a singing contest for the kids. CATCHLINES: He Captured the Rustlers With His Guns . . . And the Ladies With His Songs. A New Western Star . . . Singing and Fighting His Way Into the Hearts of America’s Redblooded Fans. He Was Dangerous . . . With a Gun ... Or a Song . . . and He Used Both to Avenge a Pal. SELLING ANGLES: "Charlie Chan at the Olympics" Hold a junior “Olympic Games” with the aid of a school athletic manager. Decorate theatre lobby with Olympic trophies if obtainable. Organize junioi’S into a “Charlie Chan” club, giving out buttons with the name of a Chan picture on each. Prepare a large map for lobby, showing Chan’s travels throughout the world in the 15 pictures already produced in the series. Advertise for a Charlie Chan double and use him for street ballyhoo. CATCHLINES: Charlie Chan’s Greatest Case ... as Murderous Spies Invade the Olympic Games! The World’s Slyest Sleuth Battles for His Life! Chan Foils Europe’s Deadliest Crooks . . . While Breathless Spectators Look on at the Olympic Games ! SELLING ANGLES; "Top of the Town" Make lobby over in ultra-modern motif. Announce that a shower of theatre tickets and merchandise orders will be released from “The Top of the Town,” and throw them from the top of the highest building in the neighborhood. Make usual music store and dance band plugs on song hits in the picture. The time-element — 25 years in the future — can be used for many contrast layouts on transportation, styles, etc. See Exploitation Preview printed in Boxoffice Dec. 5, 1936. CATCHLINES: The “Top of the Town” ... Is the Talk of the Town . . Don’t Miss It! The Hit of the Year . . . the Musical Picture of the Future ... a Gay Trip Into Tomorrow! She Was Headstrong and Foolish . . . Stubborn and Spoiled . . . But She Had Fifty Million Dollars . . . and He Loved Her! SELLING ANGLES: "Navy Blues" Make a large cutout of a life preserver, with heads of Miss Brian and Dick Purcell inside, to be used in the lobby or on the marquee. Using stills showing Hymer and others in the cast washing their clothes, tie up with a store selling washing machines. Have copy read: “Navy Blues — or Washday Blues — Both Disappear If You Use a Bluebird Electric Washing Machine.” Accompany the display with a picture of a tired housewife, bending over a steaming washtub. Get summer fashion tieups on Miss Brian. CATCHLINES: Just Because He Was the Smartest Sailor in the Fleet . . . She Thought He Was in the Naval Intelligence. Romance . . . Action . . . Adventure ... In a Thrilling Story of Spies . . . and Uncle Sam’s Blue Jackets. FOR MORE SELLING IDEAS CONSULT HOLLYWOOD EXPLOITATION PREVIEWS REGULARLY IN BOXOFFICE 12 BOXOFFICE :: April 10, 1937.