Exhibitors Herald (1927)

46 EXHIBITORS HERALD November 12, 1927 PRESS SHEETS AFLAME IN THE SKY (F. B. O): If there are any airplanes in town get a pilot to go up and bombard the town with heralds, such as, “Help, see the thrilling climax to this anguished cry in ‘Aflame in the Sky’ at “Wanted, 5,000 thrill seekers to see ‘Aflame in the Sky’ sensational melodrama of the air at . . . .” These ideas may also be used in tack cards. Another good suggestion for heralds, tack sheets, etc., is, “A trip through the clouds for 25 cents. The giant plane flown by aviator Jack Luden leaves .... times daily in the F B O epic of the air ‘Aflame in the Sky’ at >> CITY GONE WILD, THE (Par): Suggestions for cutting up press sheet ads so that numerous combinations of newspaper ads may be obtained. Contains sample of a motion picture special tabloid newspaper, with the suggestion that the projection machine be stopped just after the gun battle so that newsboys may run down the aisles doing their stuff. Catchy news ads shown. EAST SIDE, WEST SIDE (Fox): Tie up with local boxing show by using throwaways. Have youngsters sing “East Side, West Side” in front of theatre. Have book shops feature the works of Felix Riesenberg, author of the story from which the picture was adapted. Give sea atmosphere to lobby. Tie up with sporting goods stores, as the picture is the story of a pugilist. FIGURES DON’T LIE (Paramount): Suggestions for cutting ad mats to fit any and all requirements. Tie up with drug stores on reducing appliances and with clothing and sporting goods stores for a display of bathing suits, sporting goods. If a local athletic team is winning most of its games, obtain percentage figures and post them in the lobby with the sign, “Nine games out of ten for our high school football team. Figures don’t lie, and neither do we when we call Esther Ralston’s picture, ‘Figures Don’t Lie,’ her best comedy.” JAKE THE PLUMBER (F B O): A burlesque on plumbers. Send plumber’s bills on such items as “50 wrenches of the heart, 5 cents,” and have total equal your admission price. Newspaper contest based on such sayings as, “Jake, the Plumber, is so dumb he thinks that lawyers carry tools with them when they go to file new cases,” etc. Tie tags, reading “Inspected by Jake, the Plumber,” on fire hydrants, automobiles, etc. MOJAVE KID, THE (F B O) : Peppy Western posters. Offers tieup with the Santa Fe railroad, having been filmed in that part of the West reached by this road. Suggests tieup with Hardware PRESS SHEETS, a new and exclusive HERALD service, offers to exhibitors the highlights of advertising and exploitation as presented in the press sheets issued by the companies on each of their releases. IN THIS department also will be offered reproductions of the newspaper ads and other ad sales which are created for the purpose of aiding exhibitors in their daily task of building patronage. store, whereby water comes from a faucet in the window drop by drop. A window card would read, “Bob Steele learned the priceless value' of water where there was none. Good plumbing, protecting your priceless water supply, can always be obtained here at a saving.” NOW WE’RE IN THE AIR (Paramount) : Humorous photographic enlargements. Good assortment of cards and pictures for lobby, windows, etc., shown. Get window tieup with stores handling miniature airplanes. Stage contest among children, with awards for those building model planes which fly the farthest. Airplane on automobile as street ballyhoo. Circularize your patrons with a letter telling of the former pictures in which Beery and Hatton have appeared. RANGER OF THE NORTH (FBO): Clever catchlines and good snapshots from Studio and Kennel. Police pension fund night, having newspaper announcements and tack-up cards. Contest for school children on “Why we should be kind to dumb animals,” with teasers and throwaways reading, “Where can you find a pal who will love you, be loyal to you and worship you like your dog, and when has the whole world been so thrilled by a great dog picture, as,” etc. SHANGHAIED (FBO): Story, sent gratis to newspapers, is running in serial form in 400 papers, giving the picture 26 consecutive days of publicity. Describes “rigging climbing” contest, and one Do You Need Any Help? The classified advertising department of the HERALD has helped hundreds in securing quick results. Why not give it a trial? The cost is small. See classified page for rates. whereby the children are asked to draw the likeness of Ralph Ince and Patsy Ruth Miller, the children drawing the best pictures to be given tickets. Good catchlines and snappy, thrilling posters. SILVER VALLEY (Fox): Rig up an old automobile with an airplane body and dress the driver in cowboy regalia. (This is Tom Mix’s first airplane picture.) Use this as a street ballyhoo. Banner on ballyhoo could read, “Tom Mix flies to new heights in ‘Silver Valley,’ the aviation romance of a daredevil cowpuncher .to be shown at . . . .” Dress front of theatre with plane, propeller to be run by electricity. Have as guests some of the home town fliers. Offer awards for the best models of airplanes. SOUTH SEA LOVE (FBO): Get two colored men to dress like South Sea islanders, and have them in a canoe mounted on a truck. Have a florist surround the canoe with palms and vegetation to present a tropical effect. Have one of the men with a paddle, go through the motions of paddling, and the other beating a tom tom. Have a ukulele playing contest. Hawaiian pineapple tieup with grocery stores. Department stores can attract attention by having a wax model dressed Hula girl fashion, with the window trimmed to give a tropical atmosphere. TELL IT TO SWEENEY (Paramount): Mount a dummy railroad engine on a truck and parade it around town and have the driver distribute heralds. Park it in front of the theatre while the performance is going on. Window displays reading, “Tell it to Sweeney and everybody else that you can’t beat Smith’s department store”; “If you ‘Tell it to Sweeney,’ he’ll tell us because he knows that we know how to clean clothes,” etc. It’s a railroad story and exhibitors living in railroad towns should be able to make some effective tieups. WOMAN ON TRIAL, THE (Paramount): Tie up' with book stores for window displays on stories of mothers and mother love. Tie up with women’s shops for displays of goods and gowns of sunlight yellow, desert brown, rain grey and aurora blue, the colors which supply the motif for the gowns worn by Miss Negri in the picture. Tie up with automobile sales agencies with the slogan, “The (name of car) has been placed on trial by women and proved a winner.” Tie up with women’s shops with the slogan, “We are introducing our new style of shoes in this city. A pair will be sent to any WOMAN ON TRIAL. See Pola Negri in the Paramount picture, ‘The Woman on Trial,’ now playing at the . . . .”