Showmen's Trade Review (Oct-Dec 1940)

October 12, 1940 SHOWMEN'S TRADE REVIEW Page 21 ANOTHER motion picture that fits into the laughter groove— and one needs only to read the synopsis to learn why — is MGM's "Third Finger, Left Hand," in which Myrna Loy is starred with Melvyn Douglas. Laughter, as everyone knows these days, is the perfect antidote to the worries about a troubled world. Patrons are seeking light, gay, amusing entertainment, and when you have an attraction that fills that category, as for instance the one with which this Showmanalysis is concerned, you want to advertise and exploit that picture to the limit so that no one will miss it. Myrna Loy has already established herself as a popular comedienne, while Melvyn Douglas, generally remembered as "the man who made Garbo laugh" and who has in other , pictures ("Too Many Husbands" and "He Stayed for Breakfast") proved his ability to make audiences laugh, too, is equally as popular. Together, their names are as much a suggestion of comedy to your patrons as "57" is of Heinz food products. If you aren't one of the exhibitors who have staged a Laugh Week on some previous comedy, there's no better time to begin than with your showing of "Third Finger, Left Hand." The report of an actual Laugh Week campaign, as put on by a Chicago theatre, appeared m a recent issue of STR (August 24, p. 37). Almost all the stunts employed m that campaign, and they were sundry and varied, can be equally useful in helping you sell this new Myrna LoyMelvyn Douglas picture. Get out the August 24 issue and read all about it, then jot down all the activities you want to pursue m laying the groundwork for your own Laugh Week campaign. However, you might go even further than did the subject of the report, and for a very good reason: There was a time (when? asks the skeptic) when a campaign to promote laughter was not quite so essential as it is now. Then, the manager could put on a few clever Such Fun! Such Romance! It's Wonderful! LEFT HAND (REG. U. S. PAT. OFF.) W ' . ' Comedy Featured in the Ads Audiences love comedy — and comedy is the uppermost appeal in the ads that have been created for "Third Finger, Left Hand." We can conceive of no reader who could study any of the layouts, such as the one reproduced above, without chuckling to himself while making plans to take the family to see the picture. Can you? stunts, make a few tieups, and that was that. If it helped business, all well and good. But today — well, it's a little different; today it is essential that we keep the oublic laughing to prevent a possible wave of hysteria because of world conditions. Therefore, when you play "Third Finger, Left Hand," make Laugh Week a civic event. Get the Mayor to issue a proclamation urging observance of the celebration and giving credit to your forthcoming engagement of the film as the reason. Tie up with merchants to use a catchline in all their advertising. A stunt might be worked out whereby it would be announced in advance that the salespersons of all cooperating stores would be cheerful and courteous, except that occasionally one might be found scowling; that if a customer discovered this kind of clerk and said, "You're a menace to Laugh Week, you'd better go to the Blank Theatre to see 'Third Finger, Left Hand'," the customer would be handed two guest tickets to see the picture. Although we shall no longer dwell on Laugh Week in this Showmanalysis, it should be borne in mind that a majority of the selling angles we will suggest can easily be incorporated into the activities you'll prepare for that occasion. A few paragraphs back we referred to Myrna Loy as "a popular comedienne" and to Melvyn Douglas as "the man who made Garbo laugh." These references could be used in your teaser advertising, whether for the newspaper or "outside." As an example: "When that popular comedienne, Myrna Loy, meets Melvyn^ Douglas, the man who made Garbo laugh, you'll be the Original screenplay by Lionel Houser. Directed by Robert Z. Leonard. Produced by John W. Considine, Jr. one to laugh— long and loud." As still another example: "What popular comedienne and_ what comedian who made Garbo laugh are coming to what theatre in what laugh hit? Watch this space tomorrow." Well, we could go on with these suggestions until our page was gone and still not cover all that are possible ; but the two given here will bring others to your mind. And so will the catchlines from the ads shown in the press book. Because of its marital background, the picture is ideal as a basis for putting on a stage wedding in advance. You'll need the wholehearted cooperation of the newspaper for publicity stories and of the merchants for the gifts to be presented the lucky couple. Possibly you put on a stage wedding last year. Very well, it's a stunt that can be repeated, though not too frequently. Likewise, the fact that Myrna Loy plays a fashion magazine editor is good enough reason for putting on a fall fashion show in which wedding and honeymoon apparel and accessories would naturally be featured. With the cooperation of your local newspaper, have the staff photographer take a picture each day for four or five days in advance of the film's opening, of groups of two or more women walking down the street. Circle the left hand of one woman in each picture and offer her free guest tickets to see "Third Finger, Left Hand" if she identifies herself at either the newspaper office or your theatre. In a candid camera contest, have women submit photos of their left hands, those found by a group of judges to be the most graceful and most representative of character to receive either gifts promoted from merchants or guest tickets. Arrange with a prominent jeweler to give away guest tickets with each wedding ring or wedding gift. A display announcing this should appear in his window, along with stills from the picture. A credit card could also be placed in the lobby. Get furniture dealers to feature bridal suites in their windows and in their newspaoer ads, at the same time calling attention to your showing. Watch the newspapers and have the society editor keep you informed of scheduled weddings so that you can send personal letters to the engaged couples. Cheap wedding rings for distribution can be purchased from novelty houses. In the press book it is suggested that the rings be attached to cards with numbers, with some of these numbers being posted on a board in another part of the lobby. If the recipient's number corresponds to one on the board, she receives a free ticket. Eleven tie-up stills are available at your MGM exchange. You'll want to order them all, of course, so that this phase of your campaign will be complete. However, all stores selling kitchenware, gas and electric ranges, and other domestic articles should also cooperate with you. These items are not featured in the tie-up stills. A man and woman dressed as bride and groom could ride around town in an auto to which has been attached tin cans, old shoes, etc. At busy street intersections the car is stopped and the "bride" hands out heralds. A "bride" might also be planted in your lobby for the same purpose. Invite those whose silver wedding anniversary falls on your playdate to be your guests. Conduct a contest for the funniest suggestions on "How to be happily married." Blow up stills of the funniest situations in "Third Finger, Left Hand" and use them to highlight your front and lobby displays. The 6 and 24-sheet are easily adaptable to cut-out purposes. Feature dialogue lines from, the ads. POSE BICYCLEBUILT— FOR' TWO And Win Movie Tickets/ Have Fun With This Stunt Couples will have a lot of fun if you rig up a display in the lobby whereby they can see how they look on "a bicycle built for two." Get Still 1155-16, have it blown up to life-size, and you're on the way to creating a stunt that'll cause crowds to collect in the lobby.