The film daily year book of motion pictures (1934)

WEEKLY NEWSPAPER It won't cost a cent if you tie-up right with local merchants. Issue a weekly tabloid, distributed free, containing fan news, production notes and personals gleaned from press books. On the front and inside pages carry your display ads for coming attractions, etc. The back page for the merchant tie-up ads. It's sure fire stuff. — • — CO-OP. SCHEDULES Have printed schedules showing the running time of your program and also the local bus schedules. Figure it out so that the combined schedules will plainly show what bus the wouldbe patron must take to catch the start of your program or the feature showing. Distribute these in bus terminals and hotels. On the back of the cards run the regular house ad, the current and coming attractions. — • — GIANT TELEGRAM It's a throwaway and one that will cause much comment. Think up the wording of a telegram announcing the opening of your new film. Have it printed on an 11 x 14 paper representing a telegram. On the reverse side carry half a dozen commercial ads of local stores. This will pay for the whole job. Use it as a throwaway in stores, offices and homes. It will pay you to first consult the local telegraph agency as their co-operation may extend the value of the stunt and possibly cut down the cost. — • — STUDENT GAG Cash in on graduating day by using one or all of these stunts. Secure from the school clerk, or from some other source, a list of all graduates. Then send to each a letter or card of congratulation, enclosing a pass for two for any one night in two or three weeks. In the letter wish the graduate good luck and a happy future, etc. Then have a photograph made of the class from which a slide can be made and thrown on your screen. Work up a graduating class theater party and secure the feature that receives the most votes from the graduates. This stunt works up good-will and much business of the better kind. — • — A TEASER This is one of those "come-ons" that plays on the curiosity of everyone. Prepare a four page booklet. On the front page in heavy type print the name of your attraction, provided it has a name similar to "The Secret of " or "What Men Should Know," etc. Under the title in small type have "See inside." On the inside page have printed "We're not telling on a lady. Come to the (name of theater) and maybe she'll tell on herself!" Pass these on the street and on the road. Throw them in automobiles and distribute freely in stores and apartment houses. Each book will get two or three readers and that means excellent advertising. — • — BABY BIRTHDAYS Clip the "birth columns" from every local paper. Later on secure the child's name then follow-up with a pass made out to the child but dated for the child's birthday in 1944. Enclose a note to the parents saying that the child will enjoy the pictures more ten years from now than today. At the same time enclose a pass for two for the parents, good anytime within three months. This stunt isn't a knockout but it builds a lot of good-will and causes much favorable comment. — • — VOTER GAG This is swell for registration day. Your political leaders can be of great help in supplying to you voters' lists. To every name send a card stating "Register at (address of registration office) and THEN see (title of picture) at (name of theater)." Be careful not to suggest any political affiliation on any part of the card. Assist both political parties. Be sure to leave plenty of space to plug your theater and picture. It's a fine direct-by-mail stunt. — • — PROGRAM PRIZES The question of whether your programs are being read or not will be answered if you put over this stunt each week. In your next issue, include a panel on page one announcing that some person's name will be mentioned in that space next week, and that the person will receive a pair of free passes. You can say that the name will be printed "somewhere" in the program and in that way make the readers go through the pamphlet from cover to cover. Slip the name in on an ad or a house article. Do it each week for a month or so. If you wish you can carry this further by scattering several names through the program. Results of a few weeks will tell you just where the paper is NOT being read. That is the area to cover with exploitation and accessories. — • — CARD STUNTS Make up, in attractive colors, some "bicycle cards." They should be fitted in the irregular triangle of the bicycle frame. Do not have any small type used in the printing as it will be hard to read. This is swell for a strong coming attraction. Give a special matinee for all bicycle delivery boys in town, then watch how they co-operate. Tack-cards should also be a large part of several exploitation campaigns throughout the year. Make them up in bright colors and be sure to have the name of your picture, and theater, so that the print may be read from quite a distance. 724