Showmen's Trade Review (Apr-Jun 1939)

Juiw 10, 19S9 SHOWMEN'S TRADE REVIEW Page 27 Ads Personify Thrilling Events Typical of the ads prepared on "Young Mr. Lincoln," the layout above personifies the thrilling events of Lincoln's early youth, emphasizes the entertainment elements that appeal to all classes. No finer compliment can be paid them. cient to stimulate added interest in the film. You should make special efforts to contact members of the bar and law schools, since "Young Mr. Lincoln" depicts the start of the American's legal career in Springfield. They, too, should be included in the audience that sees a screening of the picture, and they could sponsor an attorneys' and law students' night at the theatre. Through the newspaper or over the radio a prominent attorney or judge might speak on the inspiration of Lincoln to the legal profession. Make up blotters and distribute them to all office buildings, so that all law offices are included as recipients. There have been countless stories — anecdotes, we call them — on the life of young Lincoln. Although many have been told, there are still many that are rare and heard only by a few. In your town may be living folk who are in possession of some little known stories. Seek them out by means of a newspaper or radio contest in which prizes are awarded for the best and littlest known anecdotes. A specific requirement should be that tlie stories are true, and not made up by the contestants. Plan Youth Week Observance In the excellent press book prepared by 20th Century-Fox for "Young Mr. Lincoln" there is a worthwhile stunt, one which, in our opinion, should be tried by every theatre playing the picture. It suggests that you plan a Youth Week to be set aside "in honor of young Lincoln and of the youth of the community." It urges you to get your Mayor to issue a proclamation for such an observance, and then goes on to point out the activities that can take place. It all takes our eye, just as we believe it will take yours, and our best suggestion would be that you open your press book to page twenty-six, read and act. Not only is it a means of arousing interest in youth, but a strong incentive to adults as well. Are there old-timers in your community who actually saw Lincoln, or were in some way connected with an event in his life? If so, use the newspaper as the medium in conducting a search for them, and invite them to be your guests to see "Young Mr. Lincoln." Some of them, perhaps, might be willing, cither as a newspaper or as a radio feature, to tell of tlicir association with Lincoln. And what about old tin-types and other photos reminiscent of the youthful period of Lincoln's life? These would fit well into your Lincolniana display or as a special exhibit in the window of a local photographer showing the advance in photography from that day to the present. If your town dales back to Civil War days, stage a Pioneer Week in which the things of the pioneer era are contrasted with modern conveniences. Veterans in business life, old business houses, and others identified with several generations of activity could cooperate with you. There must be any number of concerns in your town which bear the name of the great American. Banks, insurance companies, business establishments and other Lincoln-named groups should be approached for special window displays, cooperative ads, special nights, etc., all in good taste and in keeping with the current interest in Americanism. For banks, Lincoln pennies attached to cards could be used as a promotional piece to induce thrift and at the same time plug your attraction. Conduct a contest to see who has the most Lincoln pennies in their possession. Or, place a jar of Lincoln pennies in the window of the bank or some other institution and invite guesses as to just how many pennies the jar contains. Set Aside "Lincoln Night" If there are not too many, invite the Lincolns to be your guests on a night set aside as "Lincoln Night." Identities will, of course, already have been established, and your guests will be equipped with non-transferable tickets which will admit them easily and quickly without each one having to be stopped and asked, "Are you absolutely sure your name is Lincoln? Where are 3'our identification papers? etc." There's a page-laj'out in the press book that should help you in promoting a cooperative page with merchants. And there are pictorial features suitable for use in the newspapers. We like especially the anecdote scene mats which can be planted one a day for six days, or used in conjunction with your anecdote contest. Remember, too, that these pictorial features, such as the fivecolumn layout, can be used as the inside spread for your own heralds, with your theatre announcement on the front and merchant ads on the back. A trailer entitled "The Story That Has Suggestion for Street Ballyhoo You'll want a street ballyhoo, and the illustration above shows you how it's done, provided you obtain an old wagon and convert it into a Conestoga type, a forerunner of the covered wagon. Have it driven frequently through the business district by a lanky driver of Lincoln's stature. Never Been Told" is an exceptional screen featurette available to exhibitors who will play "Young Mr. Lincoln." It is off the beaten path, a swell advance selling job featuring Robert L. (Believe It Or Not) Ripley, and an accessory you should use and exploit. For an unusual front, and one that's in keeping with the period of the story, convert the lobby and facade into a log house effect, with a rail fence in front of the box office and at the sidewalk curb. Lend rustic backgrounds to your displays. Any relics or heirlooms you can gather should be on display. Get the rail fence effect around the edge of your marquee. Use the illustration from the 24-sheet or the 6-sheet as your marquee piece, or enlarge the still showing Lincoln riding into Springfield, cut out the figure, and place it on display. That you will make money with "Young Mr. Lincoln" we have little doubt. But you must keep your exploitation within the bounds of good taste; you must impress your potential patrons with the picture's stirring, dramatic entertainment qualities. Let them know that this is the story of Lincoln that has never been told. Use every available billboard and window to impart your message. We feel certain the public will do the rest by making it a point to be on hand when "Young Mr. Lincoln" opens. Adapt These Layouts For Your Own Cooperative Ads For the world premiere of "Young Mr. Lincoln" at Springfield, 111., on Memorial Day, merchants cooperated with special advertisements. We have selected a few at random for illustration here because we believe that you can use them as a basis for your own tie-up ads. The same type of firms and the same products are undoubtedly in evidence in shops in your own community. SKELLY GAS 5o(d M! Oier Iht Cooniy.' Sangamon Farmers Oil Co. Ninh «nd Jrffrr The Penn Mutual Life Insurance Co. phitad.lpb*" P» Ikenneth l. keil From the name of that Great Man — Abraham Lincoln — came the GREAT LINCOLN GAR •■TOMORROW S CAR TODAT' Glisson Motor Go. 4(b and JjckioD Hiin 640O ■ Ford Mercury Lincoln Zephyr Lincoln ; 78 YEARS AGO Abraham Lincoirt Dtifottd Hit Work la Gafn Frwdom tor Slavn and Sactrtitd . . . 17 YEARS AGO Wc Started Out to Devote Our Work in Gaining Freedom for Oppressed Cars and Succeeded . . . Lincoln Auto Radiator Co. CicluUiF Ulililhulon lot Uk^UIIui ain| Ftn Haloi OO LINCOLN live torever. NASH in history as one of the truly gr= American names. ■MashMotorSalk 213-15 E. A<J«<n' 5t