Year book of motion pictures (1929)

Below the easel is a sign tieing up with the theater. This can be varied with other signs advertising the dealer's products, also stills and copy about the feature. While the public is reading these, the girl picks the cardboard letters from the first sign, and repeats the performance. THE GOWN DISPLAY It is an impossibility for companies to grant all the requests of exhibitors for the loan of original gowns worn by star in picture but exhibitors can present to the apparel dealer a photograph showing star in striking gown or other piece of apparel— the latter to duplicate this model from his stock and place same in his window with card an nouncement and other stills. THE MAKE-UP DEMONSTRATION Arrangements for this stunt to be made with local furniture department of large retail store. Window setting to be a bed-room scene with som< prominent beauty specialist giving demonstrations on expert make-up during the noon hour. The theater gets its break by announcement cards in window stating that demonstration product used is the favorite of the star, appearing in the picture, at the theater. THE GUESSING CONTEST Jewelry store tie-up feature window with pearl necklaces specially named after star of the picture. In center is displayed a glass jar filled with loose pearls. Window card announces prizes to be awarded those guessing nearest to the number of pearls. Announcement of contest and awards made from stage. PRINTED MATTER STORE LISTS Many exhibitors have continually used the tele phone book for correct lists of names for their mailing material. Another good channel is securing such information from the big department stores which have excellent lists, kept up-to-date, and through some kind of a tie-up will gladly lend you these helpful records. THE GIANT TELEGRAM For street distribution, use a giant telegram, 11 x 14 inches, an exact duplicate of the regular Western Union telegram blank on the same yellow stock. Address it to "Mr. and Mrs. Everybody," and sign it with the name of the star. The tele gram is a brief, friendly message, in which the star urges them to see his latest picture at theater. SPECIAL STUNTS THE DOLL DRESSING CONTEST Where the star in picture wears an unusual costume, make it the feature for a doll-dressing contest in imitation of the costume. Hook this up with a cooperative ad. with the merchants offering prizes for the best dressed dolls. The women present their dolls at the theater for entry. The ten best are exhibited in a store window. THE COSTUME PRIZE On a feature with a costume or fancy dress ball atmosphere. Tf there is a bazaar, ball or other costume entertainment scheduled in town just before playdates. arrange to offer a prize for the best costume typical of a character or the atmosphere in the feature. THE AD BALLOONS A week preceding showing arrange a Junior Follies Show with the cooperation of local talent One of the musical numhes is a "bubble" number. Girls in costume in the aisles and the girl? on the stage toss out balloons on this numher to the patrons. On the balloons is printed the name of the coming attraction. THE DANCE BALLYHOO Take advantage of local public entertainments, dances and social gatherings by having a man or woman or a dancing couple, in appropriate costume in attendance, with a small sign on back announcing vmiT showincr SPECIAL SHOWINGS FASHION REVUE Appropriate for use with spectacular production Cooperate with local merchants for loan of style creations in hats and gowns. Girls with stage aspirations can easily be secured to act as models for the revue. Get furniture dealer or department store to supply stage settings. Full credit is given to merchants on screen and in all advertising. LIPSTICK MATINEE Arrange with druggists to supply samples of lipsticks. The "Lipstick Matinee" is announced in newspaper. Also tie in with a beauty parlor, which furnishes a demonstrator on stage to show the art of make-up and styles in hairdressing. The lipsticks are passed out at matinee. This can be supplemented with a fashion show with cooperation of department store. Altogether an attractive matinee with 100 per cent appeal to women can be worked up. Of course the matinee is designed primarily to announce the coming attraction which has a strong feminine appeal. Sports and Adventure NEWSPAPERS THE WALKING CONTEST Stage contest in conjunction with newspaper, which can line up the entrants through suitable writeups. It offers good opportunities for copy, by playing up personalities of contestants, their equipment for the hike, and arranging civic receptions along the line of march. Every hiker wears a sign reading: "I am walking to see (name of picture) at (.theater)." Contest finishes at theater. Get public officials to act as starters for the event. FOOTBALL PICTURES If a football picture is contracted for, far enough in advance to he dated in toward the end of the football reason, announcement can be made through newspaper and in herald form and also by a letter direct to the schools, that a silver trophy will he presented from the star of the picture, to the individual making the greatest number of touchdowns during the season. The trophy can be called after the name of the star, such as "Red Grange Trophy," "Richard Dix Trophy," etc., and presentation made from the theater during the showing. The local paper will be glad to keep a constant tally of the standing of the contestants, and of course with it, mention of the picture, theater, etc. AMATEUR BOXING Sell a newspaper the idea of running an amateur boxing contest, tieing up with the coming attraction at the theater featuring a boxing bout. All the boys' clubs of the city will compete. Or better still, the newspaper can call for champions from the different districts of the city. This will arouse universal interest among all the boys, and is a big break for any paper. The winners in each district compete in the finals. After the winner is chosen, all competitors march to the theater to see the feature. Banners in the parade tie up the theater and the newspaper. POPULAR FOOTBALL PLAYER Tie-up with local newspaper. Voting coupon to he printed in newspaper week In advance. Votes to be returned to newspaper and daily tallies to be printed therein. Winner to be presented with award at the theater by an official of newspaper. Presentation can be made on opening day of picture or during the period of its showing. PHYSICAL CONTEST Where a picture features the athletic prowesi of the star, arrange with newspaper for a contest to find the most physically fit bov between the ages of 14 and 17. The local Y. M. C. A. and other boys' clubs can be induced to receive entries at their offices. The stunt sjarts as a usual n#»wspape» contest without reference to the niettire. Then a telegram can be sent, presumably from the star of the picture, offerimr a special prize to the winner. Merchants can he tied in with awards of clothing anil sportiue goods Then the theater runs a storv in the paper offering a free view of the attraction to all the entrants. 782