We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
Page 24
Exhibitors Trade Review
To the lett, a window display arranged for a jewelry store. No definite article of jewelry is mentioned, the appeal depending entirely upon the copy used. Below shows the fashion in which "Pretty Ladies," the Metro-Goldwyn-Mayer picture, was tied up with the Grebe radio.
The Walkover Shoes came in for a goodly portion of publicity when it was permitted to tie-up with a shoe-store display on "Pretty Ladies," a M-G-M film.
WHY IT SOLD
WHEN Loew's Warfield Theatre played "Pretty Ladies," the publicity department planned an "A to Z" campaign on it. The result was no more nor less than was to be expected — a sold out house for the length of the run.
"Pretty Ladies" happens to be a good picture anyway. But any picture, given the same amount of exploitation, would not have reacted differently. The campaign was positive proof that the money house is the house that sells its pictures, rather than that which waits for the customer to come in.
«..•
here dp tHEY cor.,c rnom
HOW DO THEY LIVE WHERE DC YMCY GO
_I '
iloew's mm-mzt
PRETTY 'LM
OF THE NEW YORK
EVERYTHING, from giant sheets to window tie-ups was used. On this page are several methods used. The window tie-ups are especially of interest, since they provide one of the finest methods. It is such tie-ups that are always advocated in the National Tie-up Section of Exhibitors Trade Review.
This giant poster to the left was enough to attract the attention of all but the stone blind. But then, the stone blind would not care about Metro-GoldwynMayer's "Pretty Ladies" anyway.
A street Teaser Ballyhoo found great favor with the many passersby whose curiosity could no longer withstand the onslaught of exploitation on Metro's "Pretty Ladies."
Automobile stickers, ("Pretty Ladies" — Take a ride with me), went a long way towards acquainting everybody in town that Metro's "Pretty Ladies" was playing the Warfield Theatre.