Showmen's Trade Review (Apr-Jun 1939)

J II lie 3. 6TH A N N I V E R S A l'^ Y ISSUE Page 37 participating stores. To be a winner, one would have lo get correct or nearest correct the total cost of all the items, besides getting correct or nearest figures on individuaT items. However, the rules regarding tiie awarding of prizes could he worked out among the merchants, newspapers, and yourself. If you decide to work on the contest angle, it would be best to arrange displays in the windows of participating merchants, rather than have one large display in one window with credit cards. For a couple of extra passes, you can get your society editor to keep you intormed of all approaching engagements and marriages. When you have the names and addresses of those about to take "the big step," send announcements of your showing of "Bridal Suite." The cards should be printed in the manner of wedding announcements. A suggestion as to how the card should be printed and the style of type to be used will be found in the exploitation section of the press book. Your printer will advise you, too. Will Key Fit the "Door" ? We like the idea of a "bridal door" in the lobby, with fans invited to try to open the door to the "Bridal Suite." Keys, which are passed out either by the cashier or the doorman, mav be obtained from the Economy Printing" Co., 225 W. 39th St., N. Y. C. As a deviation from having the display in the lobby, hotels might tie up with you whereby two, three or more displays would be placed in the lobbies of as many hotels as are operating in your community. Patrons receiving keys would have to try them out on the "doors" at the different hostelries. Setpieces plugging the film could be on display in each lobby, too. Whichever way you do it, it's still a swell stunt. The main thing is to take advantage of it. If city ordinances will permit, have a stencil made of an arrow with the words, "This Way to the 'Bridal Suite'." With a brush and whitewash or paint that will soon wear off (but not too soon) the stencil can be placed on the sidewalk' and the brush swished across it. When the stencil is removed, you have the sign pointing in the direction of your theatre. Should officials forbid you to do this, perhaps they will permit you to make up your own arrows on thin cardboard stock. Arrows already imprinted, except for your theatre imprint, can also be obtained from the company furnishing you the keys described in the preceding paragraph. One suggestion for street ballyhoo is to have a young man rigged out in regulation bell-hop attire and carrying flowers and a traveling bag on which your announcement is imprinted, walk around the business district. He could appear in stores, ride the buses, trolleys, etc. A large card giving credit to the florist could be attached to the flowers, something like this, for example: "Flowers to my sweetheart from her best boy friend and her favorite florist — Blank Flower Shop." Humorous Street Ballyhoo Another street ballyhoo that should attract lots of attention would consist of a black limousine with a chauffeur and a couple who apparently are "just married." Old shoes and tin cans could be dragging from the rear of the car. On each side there could be a card with this copy: "Just Married — We're On Our Way to the 'Bridal Suite' at the Blank Theatre." Invite couples who plan to be married during the engagement of "Bridal Suite" to be your guests at any of the performances. Immediately after a wedding, a couple could be swished (is that the proper word? — no, whisked is the word) to your theatre to see the show before embarking on their honeymoon. Plans should be known in advance so that photographers and others interested See What This Ad Sells Comedy, romance, plus two popular iavorites are important selling angles in the above layout. The copy and illustrations are sprightly and gay, just what you need to get your patrons in a moviegoing mood. The other ads are just as effective. could be on hand in front of the theatre when the newlyweds pull up. The suggestion in the press book' that you invite occupants of bridal suites to be your guests is also an excellent one, perhaps even more appropriate than what we have suggested here if you have good hotels in your town. The same method, that of whisking them to the theatre, etc., could be used. You should tie up with a store selling luggage. Our idea of an attractive display would be to have several different types of hand luggage placed in a line across the front of the window. Attached to each piece could be a cut-out letter from the title, so that the word "Bridal Suite" would be formed when the pieces are placed properly alongside each other. To add further to the display, other types of luggage could be displayed behind those already mentioned, along with a blowup of the tieup still and other stills from the picture. Nosegays of flowers could be presented to feminine patrons at matinee performances of the picture, with "compliments of Annabella and Robert Young" and the flower shop providing the nosegays. This means a chance for a display in the florist's window. Some Ideas For the Front Enliven your front. Die-cut wedding "bells" with the title of the film imprinted on each could be suspended from the marquee. You might use the young man we suggested for street ballyhoo, in lietween trips around town, to stand in front of the theatre with his flowers and travelling bag and "bark" for the picture. He might say, "Paging you and you and you to step right up and see the greatest laugh avalanche that ever knocked a quartet of comedy stars loose from their yodeling complexes, etc." Make cutouts from the posters and place them in convenient spots on the sidewalk, in front of regular display frames, and on top of the marquee. Combined heads of Annabella and Robert Young should be prominently in view. In its advertising, the Capitol, New York, used this selling copy beside a head of Annabella: "Annabella Gets Her Fella — No Wonder Annabella glows like a girl in love! While making this picture her real life romance reached its happy climax." You can use this line in your ads and as a caption for a scene cut of Annabella on the amusement page. Well, it looks like this is where we came in, so we'll have to bring this Showmanalysis to a close. Our advice to you is that, since "Bridal Suite" is so exploitable, and since it is being released right at the time when weddings are most popular, it is up to you to get as much extra business as possible by thoroughly e.Mploiting it. Making Tieups Is Backbone of Your Exploitation Making tieups is the backbone of good exploitation, and you can certainly go far in that direction with all the stills MGM has made available for you. Here are only six of them, but they serve to illustrate the possibilities. Reading from left to right the stills are for drug stores, kodak shops, men's stores, luggage shops, women's shops, and recreation centers or sporting goods stores. Merchants will be glad lo go olong with you, especially when you show them photos like those illustrated here.