The film daily year book of motion pictures (1929)

picture)." Nine cases out of ten, it doesnt' rain and if it did, very tew people would take advantage of the otter but this great tiash will get everyone talking about this unique method ot advertising. Live wire insurance companies could be induced to insure receipts opening night against rain. 6IA0L anAiJuW bo A Week before picture's showing, install a shadow box on the stage, directly underneath the screen. This carries the picture's title in bright red letters, and is illuminated while trailers are being run. MtMOKV CONlEST A unique lobby stunt on any attraction. Display a still showing an interior set. Paste pieces of white paper over several small articles such as a vase, a clock, a chair, etc. Have card alongside explain "Memory Contest" as follows. When viewing picture patrons are to watch for this particular scene, and later at the box office properly identify the missing articles. This can be varied by selecting a still showing three or four players. Cut out ngures and display the still in lobby. The object is to properly name the various characters in their correct positions. At box office are duplicates of the stills as displayed in lobby, to enable contestants to indicate their solutions or answers. AN UMBRELLA STUNT During rainy days, especially the time theater crowds are coming out, manager to have several boys with umbrellas to escort patrons to cars and busses. Have caption of picture printed on umbrella. STENCIL ADS Have a stencil made with the name of the feature. Equip a man with a bucket of whiting and he can stencil the name of picture on every vacant store window and other vantage points. Be careful not to violate regulations A STAGE STUNT Good advance publicity can easily be worked up on many features through a short novelty introduced into the program. It is designed to advertise the coming attraction. For instance, on a pirate film, the theater is plunged into total darkness for an instant. A bloodthirsty "Yo-ho-ho" is sounded from backstage as a spotlight reveals a bearded pirate peering from behind the curtain. He delivers a short address on the picture. This idea can Be readily adapted to crook pictures, etc. TELEPHONE CALLS Employ a girl to call up numbers in the phone book by the wholesale. She introduces herself as a personal advance agent of the star of attraction. She informs everybody that the star's latest picture will be on view the following week. ART POSTER Secure a local artist to paint a picture of the star of coming attraction on a 24-sheet stand in a prominent section. This will stop the passersby to watch the unusual stunt. Tie-ups with dealers can be made by having the artist repeat the drawing on poster cards in the merchants' windows. TRAIN CALLING Hog calling contests so popular in the Middle West as added attraction have found a development in train-calling contests which are appropriate for railroad pictures. Brakemen and depot train callers are eligible. AWNING STRIPS Store displays are fertile spots for striking display announcements. Through a few passes, permission can be obtained to attach strips to lower section of awning. ICE CREAM EATING A new version of the old-time watermelon eating contest has been found in an ice cream eating contest. This is appropriate to an "ice" picture. SCREEN TESTS Give free screen tests to screen aspirants on the stage. The films of the tests should be shown on the theater screen the following week, at which time the audience votes for the winners. SNOW PILE SIGNS Take advantage of the large snow drifts, after a heavy storm in your city by placing signs containing announcement of the picture in these snow piles near the sidewalks, in spots that would ordinarily cost you hundreds of dollars. Signs should be made of compo-board, 22 x 8, and nailed on laths, so that they will stick up above the snow CLOCK STICKER The clock is one fertile spot for advertising that has been sadly overlooked. People look at clocks many times during the day. Print up a small sticker red on white with caption; "This is the correct time to se picture" . Place these on every available clock. It can easily be done with the aid of a few passes. It is an inexpensive idea. VEHICLE PARADE To be used on juvenile picture or kid comedy. Every youngster with a vehicle is invited to report at the theater at a certain hour for his pass and also to line up in a street parade. They will be divided into sections of bicycle, coaster wagons, scooters, etc. Banners are displayed advertising the attraction. SPECIAL SHOWINGS BUFFET SUPPER A new twist to the midnight show idea. Send out invitations to a selected list of patrons advising them of a special "Buffet Supper Screening" of the production. Tickets are charged at the regular rates but a gala air can be given the occasion by having some notable person there as guest of nonor. Of course this stunt can only be used at opening of a big attraction. At conclusion, refreshments are served, preferably on the mezzanine. First run houses can make this a very smart affair at little expense. RADIO FROLIC This will get all the radio fans. Arrange with local broadcasting station for a radio frolic, at which all the radio favorites will appear on the stage and go through their regular performance twice daily for a week. One of the radio announcers acts as master of ceremonies, and the entire frolic is broadcasted through the microphone from the stage. Use newspaper display ads in announcing stunt, and advise radio fans to tune in on the frolic. It is a safe bet that most of them will come to the theater to see their favorites in person. PLAN FOR PRIVATE SCREENING Where feature possesses unusual educational angles, hold a private screening a week before the showing. Invite the members of the Woman's and Civic Clubs, court judges, school officials and other prominent people. Before screening give a short talk on the educational features, and request the guests to write a short criticism. Pads and pencils are supplied for this purpose. Suitable criticisms can be used advantageously in advertising during the run. MIDNIGHT PRESENTATIONS Effective in cities where there are considerable numbers of transients. The midnight show is given on the night before the opening of the regular engagement, the performance commencing at 11:15 P. M. Friday night. The idea is based on the knowledge that there are a considerable number of transients who would take advantage of the presentation of two different features on the one night but who would not be in the city the following day for the regular opening. "AMATEUR NIGHT" In newspaper advertising, call for amateurs to put on their acts for a special "Amateur Night." This can be made a very popular event by carefully canvassing the various social clubs, societies and other organizations which have developed theatricals. Colleges and schools all have likely material. Properly worked up, a crowded house is certain, with all the friends and relatives of the amateurs turning out in force. PLANNING NEWSPAPER SHOW Adaptable for picture with newspaper back ground. Make arrangements with newspaper to give its employees an advance screening right in the publishing plant. Install projection machine and opera chairs, and supply an orchestra. Thii show can he arranged for a time that will not upset the working schedule. It is a sure-fire stunt for publicity, and means a lot of goodwill where you need it most — on the newspaper. 792