Year book of motion pictures (1935)

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WINDOW DISPLAYS The same situation that applies to Tle-Ups also makes the Window Displays a fertile field for the live showman. The nation's leading manufacturers are alive ^ to the importance of picture tie-ups. That means the windows of the local dealers selling the nationally advertised goods are likewise at your command. Go after them with the following stunts. CLOWN STUNT A good clown can hold the afternoon shoppers in suspense with this one. In the store window the clown attendant affixes cut-out letters to an easel announcing the attraction. He carefully spells out the title of the feature, and turns to the audience. As he does so, the letters fall to the ground. He expresses surprise at the laughter of the crowd, turns, sees the letters on the floor, and starts all over again. The trick is this: The panel on the easel is of fine wire cloth. A vacuum cleaner is hitched to an air tight box in back of it, creating a suction that holds the letters in place. In front of the easel is a switch that the clown works with his foot to shut off the current. This eases the suction, and the letters fall. STOCKING PARADE One of the old reliables that always gets 'em. A department store window is used, with the curtain pulled down to a little less than knee high, with the space lettered for the picture. Six chorus girls are employed to sit in the window. For a time they do a tap dance in unison, while seated. Then one after another they change stockings, and model the new pair until all six are in motion. After the show, the curtain is pulled all the way down till the crowd disperses. LOAN EXHIBITS The loan exhibit is sure-fire in town or country. When you have a feature with an oldtime flavor like "The Bowery" coming along, start in early and promote the loan of old costumes, furniture, or anything that goes back to the time of the picture. Offer prizes for the most interesting antiques and tickets for all loans. Get your paper interested in helping to collect the loan. The store that gets the display has a sure-fire attraction, and ought to help out generously on the prizes. Properly handled, it is good for a big writeup in the papers, giving interesting yarns about the various heirlooms and the original owners. WINDOW TAPPER An effective window tapper to call attention to a display can be made with an electric bell with the gong removed. This is placed in the window in such a position that the hammer barely touches the glass, and is wired to a battery with a switch instead of a push button. Throwing the switch will give a gentle tapping that will get attention even from the engrossed, and a single ceil battery will run the bell for a couple of days or more, according to its hours in use. The same gag can be used to beat a drum or vibrate a cymbal for a noisemaker in the lobby if the noise will not penetrate the auditorium. HOBBY SHOW Here's a dandy that will attract a wealth of attention. Stage a hobby contest by inviting entrants to supply you with exhibits. You'll get miniature ships, stamp collections, all sorts of things that you never had thought could be classed as hobbies. Have each write a short note on a card regarding the hobby. Display the collection in a nearby window and also display a card telling at which performance the winner will be announced. Give some attractive prize. Have local newspaper people as the judges. TAKE A PEEK Here's one that can be worked immediately following a nationally interesting prize fight. In the window of a main street store fix up a peek-box. Have the small opening up close to the window and about the height of a medium sized person's eyes from the street. Display a sign stating, "Look! See Why lost the Fight!" When they look in the hole they see a card on which is printed " Lost the Fight because he had seen (name of picture) and He Couldn't Stop Laughing". It's not new but worked with a fight should get more attention than worked without any special tieup. STAR FASHIONS A neat window display in a men's haberdashery or a woman's gown shop can be worked this way. Have the merchant select from stock a suitable tie, collar, cape or garment, similar to the one worn in picture by the star. Surround the article with stills and plenty of reading matter regarding your theater. Have one card read: "This is a duplicate of the garment worn by (star) in (title of film)." 751