Year book of motion pictures (1937)

PRINTED MATTER No department ol theater publicity offers so many channels for new ideas as printed matter. Glancing through this section will convince you of that fact. ' The intelligent use of printer's ink is one of the showman's main standbys. The beauty of this department of advertising your show is that so often big results can be obtained at very nominal cost. An Annual if A manager in a good sized town has started to issue an annual publication about his theater. He figures that the book will be a permanent advertisement, one going to each household. The chief feature is a running comment of the pictures played the past year, with stress on the hits, but a half-jesting reference to the failures. Embellished with a few cuts on coated paper, chiefly scenes from various plays. In addition there are articles on the new stars, the outstanding bit actors and the guest players of the current year, an alphabetical list of all titles played, a short history cf the house, a brief list of early coming attractions, and a full roster of employees. The trick in starting an annual publication like this is to assure yourself of sufficient advertising in the first issue to nearly break even on printing costs. Personality Cards ir One of the best continuous stunts for small town stuff where the theatre has a rural draw, and the operator of the house is known to practically everybody. Government postals are used for stock, and the weekly announcement is a chatty running story of the current bill (even if three changes weekly), including shorts. Do not blow up the weak ones beyond their value. Name the players and also the shorts and principal players. Tell the truth about the features, and those receiving the card weekly will come to put absolute reliance in your statements. The card goes into the mail on Saturday, for Monday delivery. This stunt is built on personality and confidence, but once established it will prove a steady seller for your theater. A Three-for-Two ir Up until two o'clock all women who enter the theater are given a card reading: "If you like this show and sell it to two or more members of your family, this card will entitle you to a free admission for yourself if you accompany them." The card is marked "Not Transferable," but the chances are that at least half of the cards will be presented by other than the women who saw the matinee. Here is a three-for-two stunt, which beats a two-for-one. Cards are not handed out Saturday or Sunday. Monthly Program •fa Cards are handed out the first of the month to all who attend. They are printed with the names and dates of the attractions for that month. Those who desire fill in the cards with their estimates of each show, marking in percentage. The manager marks the shows from a combination of film value and box-office. Those coming closest to his own estimates on the month are given a pair of tickets. Only requirement is that at least three-quarters ol the shows be marked. Scattered Stunts ir A good stunt to sell an uninteresting picture with a poor selling title. Make sure there is at least one typographical error in each newspaper ad and in the throwaway. Have something wrong with every lobby frame and sign. Even the marquee is spoiled by a transposed letter. One manager even made a new admission card for the box-office with "lodges" instead of "loges." Offer a substantial prize for the largest list of "wrongs." You will have a lot of people reading every ad. Trick Letters if For a long time the We-dare-you-to-handthis-unopened-to-your-wife-or-besf-girl envelopes have been used off and on. Envelopes are cheap stock, and contain an enclosure reading: "Dearest: Le's go to 'Troubled Waters' at the Strand next week. It's there Monday to Wed nesday. Tell me the night you prefer." The stunt always works well, but cannot be used often. Another card can be alternated. Phone Hanger ir Have cards printed up that can be attached around mouthpiece of a telephone. Call them Telephone Guest Cards. They are available at the theater for those who want them. There is a perforated portion at the bottom where each person may sign name, address and phone number. There is a number on this appendage that corresponds to the one on the card. Holders rip off signed portion and leave if with usher, then hang the "guest-card" on their phone. The gag is that some numbers are called up weekly and told that by calling at the theater, they will find ducats awaiting 890