Showmen's Trade Review (Apr-Jun 1939)

SHOWMEN'S 'l Is' A I ) U I'. \ 1 I'. W Page 29 For the small consideration of a pass, you can get the boys who offer shoe shines on tlie streets to place si^ns plugging the picture on their boxes. Give them a supply of lieraUls for their customers to read wliile they arc having their shoes shined. Speaking of heralds reniinds us that Monogram has a swell tabloid herald on this picture which is especially appropriate it vou are selling the picture from the "toiigh angle." It looks just like the tabloids do at times when they have a murder to play up on the front page. Little Martin Spellman, who plays Jackie's brother in the picture, is crippled. This offers the cue for a stunt which should get you a great deal of publicity and good will, most especially the latter. Stage a parade of wheel chairs to the theatre. You can round up all the crippled kids in town for this special show. Have plenty of lireparations made for their comfort. The luispitals and other institutions will cooperate witih you. This should get newspaper publicity, especially if you can have a photograph of the kids taken as tliey enter tlie theatre. It is a picture that will be a real inspiration for them because it shows how one crippled boj' overcame his I ibstacles. ENDORSEMENTS AVAILABLE Endorsements are great for any picture. Parent Teacher Associations wield a powerful influence in many towns. Parents Magazine has endorsed this picture as shown by the seal at the bottom of this page. This endorsement is worth a good deal to you because the Parent Teachers' Association in your town will accept it and help you greatly in j^our selling campaign. Localh% you should also get the endorsements of Boys' Clubs, Boy Scouts and similar organizations. The Scouts will cooperate with you because Jackie Cooper is himself a Boy Scout. As soon as you have booked the picture see that all of the national tieups which Monogram has arranged for j'ou are planted in your town. There are plenty of them and you'll find a dealer for these products in your city. For instance, there are World's Fair compacts featuring Marjorie Reynolds, who Posters To Aid In Your Selling Campaign The posters, the complete set of which is illustrated above, shows you how to sell this picture. You will note that they have compromised between the Iwo selling angles mentioned at the beginning of this Showmanalysis. The 24-sheet particularly is worthy of note as it does a powerful selling job. appears in the picture. These have the emblem of the Fair on them (either the New York or the San Francisco show) and you can get the cooperation of local dealers for window displays, counter displays and cooperative newspaper ads. There's a beach coat tieup also featuring Marjorie Reynolds, which will be right in season in any spot. There are also tieups featuring jewelry, house coats and hand bags. For book stores there is a perfect tieup available. You can plant the book version of the picture in five and ten cent stores if they haven't already got it and together with stills and selling copy have a powerful selling agent at your command. There's a magic drawing book containing four pages and measuring 3% inches by 4%. They were successfully used on other pictures and should be equally successful on this one. When a coin or a pencil is rubbed over the inside pages of this book, a scene from the picture is automatically reproduced. There's room for your imprint on the back cover. Autographed fan photos are available on Jackie Cooper and Martin Spellman. Order A Monogram Picture. Produced by Scott R. Dunlap. Supervised by William T. Lackey. Directed by William Nigh. Original Screenplay by Robert D. Andrews. a quantity of both of them, one to be given out in advance and one at the first show. Remember when you were a kid what a kick you got out of transfer pictures. Well, there's a revival of them and you can give the modern kid a treat and help yourself at the same time by getting the special pictures made on this film. They are reasonably priced and will provide you with plenty of good publicity from the kids. This is the type of picture on which a trailer bearing your signature is appropriate. You might also get up on the stage and make a personal an GALLANT GENTLEMAN OF THE GUTTER! Hom«(eu savages of the cHy jungles. ..bossed by a boy with the heritage of a kliIer...who fought to go straightl ^ JACKIE Cooper u. STREETS of NEW YORK MARTIN SPELLMAN M A R Tor ii'" r e y n o ld s DICK PURCEIL '9 kill, * P'"Uf» one "aar, • MONOGRAM PICTURES PBESf NTS SIREETSofNEWYORK DICK THE NEW JUVENILE SENSATION IVIARTIN SPELLMAN MARJORIE REYNOLDS DICK PURCE1.L Direcled by WILLIAM NIGH Screenplay and Story by ROBERT D. ANDREWS nouncement about "Streets of New York". The material is here for you to work with. It is merely a question of selecting the proper angle. Decide how you want to sell the picture and then go ahead and sell it with every means at your disposal. It's the type of picture which will stand strong selling and which you can exert plenty of effort on and actually see the results at your box office. COMMENDED m PARENTS' § Newspaper Ads To Fit Every Advertising Budget The newspaper ads illustrated above offer plenty of variety and Monogram on this picture has done what STR has long been urging other distributors to do. There are plenty of small ads to fit the purses of those whose budgets don't allow them to use the big space. If your line rate is high, you will find a selection of small ads in the press book which do a swell selling job in a minimum of space. At the right is the seal of Parents Magazine which was awarded too late fo be included in the press book ads but which you can work into them easily.