Year book of motion pictures (1940)

engaged in his favorite sport will get you publicity breaks on pages you don't usually crack. Fashion Publicity .^L. EVERY newspaper has a fashion page. ^ Hollywood stars are, as a group, the best dressed and most highly publicized women in the world. Hollywood designers are the highest paid in their profession. All this can be most advantageously used. Have a fashion show at your theater, using adaptations of the gowns worn by stars in the film. Have the Fashion Editor cover the show and review it. Thus you get a break on the fashion page. By using members of your local Junior League, you can also get society page coverage. Beauty Contest A IN cooperation with your local newspa^ per, run a beauty contest. That is, try to find the town's girl who looks most like the star of the picture you are playing. Unless you have their fullest cooperation, be sure not to offer a trip to the studios as a prize, as screen tests and trips to Hollywood are always made available by unscrupulous persons. Problem Contest A HAVE your paper sponsor an essay con^ test, in connection with a problem presented in your picture. "Would you Marry for Love?" "Is Money the Most Important Consideration?" There are any number of problems that your patrons will be only too glad to thrash out. They love to air their personal matters and ask for advice, and the "sob sister" or writer of "Advice to the Lovelorn" will always be glad to help. Crossword Puzzles ^J^, ALMOST every newspaper in the United ^ States carries a crossword puzzle. This means giving the newspaper, for nothing, a piece of copy for which they ordinarily have to pay. Of course, the puzzle should contain a plug for a picture or pictures that you are soon to play, and any illustrations should be those of the stars of the films. Prizes of free admissions would arouse the interest of children and adults alike. Telephone to Hollywood ARRANGE with the studio, through your ^ local exchange, for a telephone interview with the star of your picture, day before the opening. This is usually a very popular stunt with the motion picture editor. The Theater Manager, after the connection is made with the star in Hollywood, turns the proceedings over to the motion picture editor. This could be very effectively done in the theater lobby. If a booth, enclosed in glass, could be used, the public can then be "in" on the stunt. The telephone company is always ready to help. Co-op from Newspaper .^L. IN any tie-up with newspapers, always ^ insist upon cooperation in the form of newsstand tack cards, posters for their delivery trucks, and any form of handbill that may be used in your locality. An eye-arresting stunt is to have the newspaper put the theater's message on a wrapper. This is particularly valuable for home delivery. A Helping Hand k BECAUSE department stores are among ^ the newspapers' largest advertisers, any tie-up with such a store is helpful. More cooperation is assured the theater by letting the department store publicity department handle the stunt with the theater man remaining in the background, as newspapers are usually more than willing to work with the stores. Use Pictures A EVERY conceivable picture of every star ^ in Hollywood, doing almost anything that is of interest to newspaper readers, may be obtained at your local exchange. Why not supply the papers with stills of the stars on the set, eating, walking, riding bicycles, in automobiles, on horses, swimming, and in a thousand-and-one other poses. Editors are always glad to get them. Book Tie-up ^r WHEN your picture is adapted from a ™ famous book, numerous tie-ups are open to you. If possible, get the author interviewed by your local newspaper, either by telephone or by mail. Have the author write a letter telling how happy he (or she) is about the picture, how the producers have stuck to the original idea. If the author lives anywhere near, it might be worth spending a small amount to bring them to town for the opening day, for personal interviews and an appearance at the premiere. Department stores and book shops could be made to participate in the expense. Organizations ★ TIE-UPS with national organizations such as the Veterans of Foreign Wars, American Legion, Boy Scouts, Boys Clubs of America, etc., are always good for newspaper space, if the theater manager works through the publicity departments of the organizations. Pictures are always taken of any parades in which members of these organizations take part, and it is always good business, since nearly everyone in such organizations are heads of families, or members of families of from three to five persons. 827