Exhibitors Herald and Moving Picture World (Apr-Jun 1930)

18 Better Theatres Section May 10, 19 HUNGRY FOR WOMEN Lovers of the world. ..rovers of the see... a sweetheart In every port . . . brleht lights and scarlet women lured them.. Jbeld them... fascinated them. ..then. ..In their hour of dancer.. .Death clutching at them .. .they thought of . . . Joked about . . . talked about . . . women! Men without WOMEN” is the John Ford-WUliam Fox supreme Movietone thriller of 1930. Its drama will fascinate yoa...lts daring will startle you. ..the comedy will leave you breathless. ..here Is the Inspired effort of the "Cold Medal Olrector"! ft PERFECT CAST OF TYPES iuri;mox STARTS MARCH 6tP Advertisement No. 4 inch ads in two Sunday papers, too expensive to use daily with six newspapers all yelling for equal space. In this layout you have the chance to talk, to tell about your characters, and at the same time, still to keep pounding on the action of the story itself. Don’t overlook the fact that you haven’t a cast in this one — at least no big names that you can shout about. There is no box office draw in these “names” — all good players that have done good on the screen, yet names without a draw. That’s why we say, “ A Cast of Perfect Types” — that covers a multitude of explaining. Ad No. 6 — Now the sex appeal — just got to have that with a title like “Men Without Women.” Never overlook the fact that the women drag the men to the picture house box office. Maybe a few men have the last word about which with a fierce, breathtaking intensity . here’s originality . . . and daring.” When the first ad broke, when t billboards went up, the advance trail started on the screen of the theatre which “Men Without Women” was set. W the Crew OFTHESI3 . . . roush and toush . . . hard living... hard lovine...sonsof-the-sea . . . ... the red lights of the world entice them . . . lure them . . . . . . pleasure lovins women... the drees and riff-raff of every waterfront . . . charm them. Coast Theatres, is guaranteeing the picture — not the press agent, or the copy writer. Ad No. 2— Daring. One thing the “movie” lover goes for. What sort of daring? Is it risque, is the story unusual, have the producers had the nerve to be different? That’s it — different! Short, crisp lines of copy. Not a lot of blurb, no adjectives, no hooey — just a statement of fact, written in a sincere manner. Write the way you talk . . . then your reader will understand and, the chances are, he’ll believe. Ad No. 3— The Gold Medal ... it really does mean something, in our opinion. Fan magazine readers run into the millions, and there has been plenty of publicity on “The Gold Medal Winner.” “Seventh Heaven” and “Four Sons” were good pictures, box office successes . . . and they were the gold medal winners — of the year. Then, the inference that “Men Without Women” may be just as good, should help in your campaign. Ad No. 4 — “Hungry for Women . . .” We’ve made our appeal to the intellect in the three previous ads. Now let’s drop down a bit, down to the understanding of the mob, especially to the younger element. It’s love they want — romance! Give it the word most easy ...fighting men in whose heart beats the pride of the navy . . . men who die gladly ... uphold ing the traditions of the sea. COBB k* lorwnht U*o! M , -4, Wl ^ PUIr, bol I • <> SVenfipl — L*f« *” t» bmU « JUT f«|» l«l. **5 M.« Aft. MEN WITHOUT WOMEN” HEN we played Greta Garbo “Anna Christie,” our campaign w framed on the one slogan, “Garbo Talks We did not use a talking trailer. Th would have been giving away the ve: thing that we were trying to sell. In “Men Without Women” we felt tl same way. What did a few scatter* scenes taken in the interior of a su marine mean? Not a darn thin Therefore, a silent trailer and withoi scenes. A straight, honest, sincere de laration, with a positive statement at tl start. Then the selling punch line finishing with a bit of mystery the end, leaving them guessin about who “Burke” was and why h stayed when the rest were rescued Ad No. 7— “We have it.” Ther is curiosity in that copy, and wh isn’t curious among theatre-goers What have they that someone els hasn’t? This ad is the reproduc tion of the trailer copy — word fo! word. It tells the story for thos who have not been in the theatre read the trailer on the screen, and serves as a reminder to those tha; have read it in the trailer. Ad No. 8 — “Women . . . womei . . . women” is the caption of th next one, and the art is a reproduc tion out of a fashion magazine We’re still after the women theatre These men you meet . . . love . . . admire ... in the John FordWilliam Fox Movietone Sensation . . . KAUFMAN Fi«» N«» YoA, L«i«l « Jux « Wuik oa to •nd w.» cU lx Opens Thursday March 6 tllMTMMOX GRANO AT SEVENTH ENSIGN PRICE COSTELLO POLLOCK ' «-d rutin IWiamW Av»*. ** "Poo Modi. Advertisement No. 5 to understand passion ! A good word, a decent word — but don’t overplay it. Now the appeal runs to “bright lights and scarlet women,” and to the suggestion of mystery, with the urge still running to drama. Ad No. 5 — This is the copy for 3x5 picture it is going to be — we’ve tried to study this from the sidewalk on busy nights — but it’s the women who decide. “She was Only a Boid in a Gilded Cage” — this caption may intrigue — the art may attract. If it does, then the reader will go on with the ad, and in the body of it they’ll find: “she knew every sailor between the ports of San Pedro and Shanghai — only a gal for the ‘Men Without Women’ — only another bimbo to be loved — and forgotten.” No intention to become rough in this copy . . . but bear in mind that you have a title of doubtful value and you have no stars. Then, “here’s a drama packed MEN WITHOUT WOMEN' John Ford's bid (or the 1930 "Cold Medal"... ft Fox Movietone Production, ft PERFECT CAST OF TYPES! IUTEIUOX SIAM'S THORS. AAAftCH 0V Advertisement No. 6