Year book of motion pictures (1936)

-TIE-UPS No department of theoter publicity has been so simplified for the showman as i Tie-Ups. This is primarily due to the universal employment of national tie-ups by the major producers. These nation-wide hookups simplify the work of the exhibitor, who merely is required to tie in with the local dealer on the national campaign. Auto Plug • A STRONG tie-in with local auto dealer on the occasion of the new car model arriving in town. Can be effectively used only on a picture whose title lends itself to the stimt, such as "The Whole Town's Talking." The public is invited to submit short stories on the outstanding features of the new model. No strings or limitations. Anybody of age is eligible. Stories are deposited in a receptacle in theater lobby. Prize is one of the new cars for the most effective plug. Award is made from stage on closing night of picture. Advertise it heavily with dealer coop in newspapers and with throwaways. Baby Photos • A NIFTY variation on the photographic baby contest. A grand stunt to pull in summer to offset the heat hoodoo. A local photographer is hooked up to make one print and one lantern slide of all entrants sent him by the theater. The slides are exhibited in batches of 10 for a 10-week period, with votes cast for a winner of each week's contest. On the eleventh week the winners of the ten contests are again voted for the grand prize. The cost to you is merely for the ballots, since the photographer works free for the sales he makes to parents. Bridge Parties • SECURE a list of bridge parties for three days prior to your opening. A wire is sent to each hostess, reading along these lines: "It is our pleasure to give you an additional prize, two guest tickets to see (name of attraction) at the (theater), which we think is one of the finest pictures of the year. We sincerely hope that the winner enjoys the entertainment as they did winning your prize. Please present this telegram at the ticket window for admittance." Here is an idea that can be applied to many features. Number Gag • HERE is an attractive tie-in with a restaurant. At each table in the restaurant during or preceding nm of feature o neat cord is placed, bearing copy on the picture and perhaps a cut of the star in a scene from the attraction. At top of card is the following notice: "Are you lucky? Every day this week six of our patrons will be our guests at (theater). Watch your check number and see if it is one of the six posted daily at the cashier's desk. If it is, tell the cashier when you pay your check, and receive two Guest Tickets to see this fine motion picture." In addition to the table cards, each menu can carry the tip: "Look for your check number — then plan to see (picture) at (theater)." Musical Films • HOOK this one up with a night spot or restaurant featuring a dance band. A "lucky dance" is run every evening in which guest tickets or autographed photos of the star are given to the winners. An attractive easel in the lobby of the restaurant hits the dine-anddance patrons coming and going. In addition, the dance band plays hit niunbers from your musical attraction. The band leader or master-of-ceremonies can clinch the sale by making an announcement of the picture from the floor. Radio Talent • CO-OPERATE with local broadcasting station in conducting an Amateur Contest. The stunt should be set to run for about six weeks to build it up properly, with plugs of the theater at each program. The final winner is to be selected by judges picked from the town's most prominent people, and is given an engagement to appear on the stage of theater. Properly handled, the station will soon have a capacity list of entrants. Doll Dressing • TIE UP with a store selling thread, needles and material so that you can stage a doll dressing contest for girls. Have a woman from the store attend the contest and aid the girls in planning the costumes. Suitable gifts can be given the winners. This can be staged for personal wear, and if you do, contact sewing circles and teachers. Parents will like this stunt and will co-operate. The stunt should be staged on a Saturday morning and you can invite all contestants to stay for the show. Toy Passes • THIS should be staged shortly before Christmas. Admit free all children bringing