Boxoffice (Apr-Jun 1937)

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SUGGESTIONS FOR SELLING THE PICTURE AD AIDS ^ycpLoltlp5^ SELLING ANGLES: ” I Promise to Pay” Put a strong selling campaign behind this action drama and you will be repaid with interest in the form of satisfied audiences. Get the cooperation of legitimate banking firms, chamber of commerce and better business bureau by staging a preview for officials. As an advance throwaway us? heralds in the form of a promissory note with selling copy on the back. Use plenty of stills of little Patsy O'Connor to interest feminine audiences. CATCHLINES: Caught in a Reign of Terror, He Had the Courage to Buck the Merciless Loan Sharks! No One Who Falls in Their Clutches Is Safe! His Wife and Children at the Mercy of Vicious Mobsters, He Fearlessly Risked His Life to Save Them ! SELLING ANGLES: "Angel's Holiday" Make an art display for the lobby showing Jane in the dual role of assistant to Cupid and an aide to Sherlock Holmes. Borrow some tear gas bombs from the local police department for a lobby display. Tie up on the many merchandise products which have been worked out by the studio. Arrange a Jane Withers style show for a Saturday matinee. Conduct a contest to find a new nickname for the star. See Exploitation Preview printed in Boxoffice April 10, 1937. CATCHLINES: Mile-a-Minute Mischief . . . Aboard a Transcontinental Express . . . With Little Miss Dynamite! Public Nuisance Number One ... Is on the Loose Again . . . Beating the Police to the Solution of a Kidnaping! They Nicknamed Her “Angel” . . . But She Raised . . . Well. Quite a Crop of Trouble! SELLING ANGLES: "We're in the Legion Now" Sell the colorful Foreign Legion angle by dressing your ushers and doormen in legionnaires’ uniforms. Decorate the lobby and front with potted palms and tropical foliage. Borrow or rent eight guns stacking four of them, in army fashion, on each side of the lobby. Play up the all-color photography by mentioning that Esther Ralston, Claudia Dell and Eleanor Hunt have never been seen to better advantage. CATCHLINES: Two Reckless Romeos Who Deserted Paris Pranks to Join the Army Ranks! An All-Color Comedy-Drama With a Landslide of Laughs ! Revolt in the Desert — With a Mixture of Girls and Guns! SELLING ANGLES: "The Go-Getter" Play up the famous novels around “Cappy Ricks” by Peter B. Kyne. Promote a Blank City “Go-Getter” contest, with various organizations such as Rotary and Kiwanis nominating candidates. Organize a “Go-Getter” club to perform such civic duties as a “Blank City Clean-Up” campaign. Then have the group attend the showing of the picture en masse as your guests. Give George Brent, Anita Louise and Charles Winninger marquee credits. See Exploitation Preview printed in Boxoffice January 16, 1937. CATCHLINES: No Task Was Too Tough for Tliis Super-Salesman . . . Who Showed the Redoubtable Cappy Ricks . . . How to Run His Business! He Was a Fast Talker . . . But He Had No Sales Resistance . . . Where Cupid Was Concerned. SELLING ANGLES: “Oh Doctor" Dress usherettes as nurses. As street ballyhoo have tw'o men dressed as internes wheel a stretcher down the street with a "patient” in it, placarded with appropriate billing. Prepare mailing list heralds and throwaways as “prescription blanks” and plant them in drugstores. Construct a huge facsimile of a medicine bottle to place above the marquee. Tie up with various health foods such as Ovaltine and Ry-Krisp. Give Horton top marquee billing. CATCHLINES: He Was So Full of Pills . . . That He Rattled When He Walked! He Thought He Had Heart Trouble . . . But There Was Nothing Wrong With It . . Until He Pell in Love! He Spent $750,000 to Make His Last Days on Earth Happy . . . and Then Decided Not to Die! SELLING ANGLES: "Shall We Dance" Construct cutouts of dancing slippers, stringing them around the marquee with the picture title spelled out on them. For the inevitable dancing contest, limit entries to imitators of the RogersAstaire technique. Tie up with radio stations on Astaire’s broadcast. Make usual tieups on music in the picture. Tie up with shoe stores on shoes that "will make you want to dance.” See Exploitation Preview printed in Boxoffice Jan. 23, 1937. CATCHLINES: Music by the Gershwins . . . Dancing, Singing, Laughing Romance by Astaire and Rogers! He Sang to Her Across the Atlantic . . . Married Her in New Jersey . . . and Lost Her in a Huff! Boy Meets Girl . . . But Can’t Propose . . . Because Everybody Thinks They’re Married Already! SELLING ANGLES: "Let Them Live" Although weak in established marquee names, this picture should be sold on the strength of its all-round excellence. Give Howard. Ellis and Miss Grey the top billings. Promote a “Milk Fund Show,” backed by various local charitable organizations, donating a part of the returns to aid local medical groups. Have a free matinee for all members of orphan and charity homes. Make ad tieups for the show by using the title, urging people to “Let Them Live — by donating to the Milk Fund.” CATCHLINES: He Waged a One-Man War Against the Vice Lords of a City . . . and Won. A Modern Pasteur ... He Fought Filth and Graft to Save a Million Lives . . . and Won. He Was a Gambler . . . Playing Against Men Whose Chips Were Human Lives . . . and Whose Stakes Were High. SELLING ANGLES; "The I3th Chair" Sell this one to the murder mystery fans, as a spine-tingling chiller. Ballyhoo with a fake medium in the lobby, answering questions and plugging the film in the answers. Make a lobby display of the figure of a man slumped over in a chair, a knife sticking in his back. Arrange a title tieup with a furniture store. Make a picture puzzle, containing hidden clues as to the identity of the killer, and run the puzzle in local newspapers. Give free passes to those who can solve it. CATCHLINES: Murder Strikes Twice . . . Swiftly . . . and Deadly .. . While Thirteen People Try to Commune With the Spirits. For Years a Faker . . . This Spiritualist Turned to the Beyond in Her Hour of Need. She Helped Police to Force Her Own Daughter to Confess to a Crime of Which She Was Innocent. FOR MORE SELLING IDEAS CONSULT HOLLYWOOD EXPLOITATION PREVIEWS REGULARLY IN BOXOFFICE 32 BOXOFFICE :: May 8, 1937.