Showmen's Trade Review (Apr-Jun 1939)

Page 18 SHOWMEN'S TRADE REVIEW May 13, 1939 UKCKT NIGIIt It's Your Lucky Break When You Get Loy & Taylor In An Exploitation-Packed Romance THERE are sundry reasons whv "Lucky Night" should be, and is, a great bet for exploitation. First and foremost, of course, is the fact that Myrna Loy and Robert Taylor are co-starred for the first time. Your audiences have seen them individually in several films, but now the Taylorites and the Loy — alists be de scending on your theatre en masse_^to see them together. That, in itself, is a good sign for you. And there's another reason. "Lucky Night" reunites Producer Louis D. Lighten and Director Norman Taurog. The two worked together on "Skippy," the film that sent Jackie Cooper soaring toward fame; they joined hands in the production of "Sooky" and an earlier version of "Huckleberry Finn." It must have been "old home week" when these two started work on the new Myrna Loy-Robert Taylor film. In all your advertising, you should point out that the top-flight producerdirector team which turned out the films named above again combined their talents for "Lucky Night." And there's still another reason. Here is a story, or perhaps we should say a comedy, with New York's gay life as its background. It's modern. Granted that a majority of films utilize the gay, exciting life of New York as backgrounds, theatregoers in the average-sized towns are always thrilled and intrigued. And since there's a World's Fair near the city of Paint Pic Portends Promotion Handsome paint salesman, isn't he? And it's a handsome tieup you've got in this sfill. Folks are cleaning up and painting their homes. So order several of these stills now and hot-foot it around to paint and decorating dealers. sky scrapers this year, you can bet that thej^'ll be even more interested than ever. So — there's another feather in your exploitation cap. Now take the title. One reviewer in a metropolitan daily took occasion to warn the reader that "Lucky Night" is "a picture, not a game." That may be a little far-fetched, but it will serve as a warning to you to keep plugging not only the title but the two stars as well. The title literally breathes showmanship, because it af¥ords you the opportunity to effect numerous tieups, stage contests, etc. And when used in a series of teaser ads, it can provoke a lot of interest among members of the general public. As for teasers, whether they're placed in the newspaper, made up as cards for posting around town, or converted into stickers for auto-windshield and other surfaces, MGA'I has prepared an ample supply for you. We hke them because they're printed in reverse ; that is, white letters on black. Thus, though they're small, they'll stand out on any newspaper page. They'll fit well, too, into those empty corners of your current ads. We suggest you begin your campaign with them, using them in whatever way you believe to be most practical. And if you want illustrative efTects, three more have been prepared in this vein. That makes nine teasers — certainly enough to whet your town's theatregoing appetite. "Lucky" seems to be the backbone of your campaign. "Lucky" this and "lucky" that. If you use good showmanship, you'll have the word all over town, which is just what you want to accomplish. Let's see just how many stunts we can recommend. Spin the Wheel of Chance So you've used a roulette wheel in your lobby before. So what? You can use it again, because the gambling instinct is a part of every one of us, whether we wish to admit it or not. Your patrons will enjoy spinning the wheel. It can be arranged in many different ways. For instance, a number in large black letters can be posted above the wheel. If the wheel stops at that number, the lucky patron gets two guest tickets to see the picture. On the other hand, in place of numbers, you can use stills from past films in which Myrna Loy and in which Robert Taylor have appeared. Only one still shows them as a team in "Lucky Night." Lucky is the patron if the wheel stops at this still. Or you can use stills of other MGM stars, with Miss Loy and Taylor included. Stopping of the wheel either on Aljss Loy's photograph or Taylor's assures the winner free guest tickets. Let's go on now to another "lucky" stunt. You could tie up with department stores, drug stores, restaurants, etc., with this one. Let's say that with each purchase made, no matter how small, the customer receives a photo of Miss Loy and Taylor. (You can order stills of them as a team from your MGM exchange). The photo, in itself, would be a handsome premium, but there's a number on the back. If it corresponds to any posted above the counter, the lucky customer either receives an added gift of merchandise or free theatre tickets. Stores could arrange to announce this offer in their ads, perhaps in a cooperative page spread, with your announcement of "Lucky Night" taking the center space. Going on from there, you might offer free admission to anyone who brings to the box office an actual four-leaf clover. The grass will be pretty well on its way by the time you play the picture, so it sliouldn't be an impossible task or hopeless gesture on your part to make an offer of this kind. Here's something that should make an eyefilling street ballyhoo. Through the cooperation of your florist, have either a large horseshoe or clover made up of flowers. Two attractively attired young ladies could carry it around the business district. A card on the flowers, large enough to be easily seen, could read : "Congratulations to Myrna Loy and Robert Taylor for their swell performances in 'Lucky Night.' Lucky you'll be if you see it at the Blank Theatre next week." Here Are Your Cast and Credits Cora Jordan MYRNA LOY Bill Overton ....ROBERT TAYLOR Joe I-Jilton Joseph Allen Calvin Jordan Henry O'Neill George Douglas Fowley "Dusty" Sawyer Bernard Nedell Carpenter Charles Lane " Blondie" Bernadene Hayes "Blackie" Gladys Blake Mrs. Briggs Marjorie Main Policeman Edward Gargan Conductor Irving Bacon Police Lieutenant Oscar O'Shea A METRO GOLDWYN MAYER PICTURE. Produced by LOUIS D. LIGHTON. Directed by NORMAN TAUROG. Musical Direction by FRANZ WAXMAN. Screenplay by VINCENT LAWRENCE and GROVER TOiNES. Based on the story by OLIVER CLAXTON.