The film daily year book of motion pictures (1928)

THEATER FRONTS CARNIVAL NIGHT On Parisian picture, or one with a carnival setting, use the "Carnival Night," the front of house being decorated in the carnival spirit. String Japanese lanterns under marquee, with 75 watt colored globes. Throw serpentine paper from roof to marquee, and from marquee to lobby cards. Two flood lights attached to flasher throw light on decorations. With the help of high school students, a carnival parade can be engineered, those appearing in costume being admitted free. BALLYHOOS GIPSY GIRLS Several girls in gipsy costume. They carry boxes full of envelopes. On the envelopes is printed : "This contains the answer to your dream." Inside the envelope a card reads: "Youi dream means that you should see (name of picture and theater)." "FOR MEN ONLY" Place a girl on the main thoroughfare in attractive costume, tied up with pictuie if possible. She carries a small box on a ribbon over her shoulder. From this she passes out small envelopes oil which is printed : "For Men Only." The insert slip reads: "lie sure and take HER to see 'picture, theater, etc.). It's the kind of picture all women adore." Use this on picture with the love 'herr.e. This stunt arouses the curiosity of girls and women, as only men are handed the envelopes. TIE-UPS LUCKY PHOTO Tie-up with local merchant on a lucky number stunt in connection with distribution of photos of the star. Each photo bears a different number. The reverse side of photo contains an announcement of contest. Copy reads: "Hring your photo with number to the (theater) on (date). If your number is the lucky one flashed on the screen you will receive a season pass to the theater." WINDOW DISPLAYS BOOK DISPLAY On any feature adapted from a popular novel, you can readily tie in with book and drug stores by securing window in empty store near theater and filling it with copies of the novel. Have card in window listing names of stores where the book is for sale. BOY ARTIST A "personal appearance" of a boy artist in a depai tment store window making sketches of a film star and scenes from her pictuie is the result of co-operation between the book department of the store and the theater. Crowds will watch the "child prodigy" at work. PRINTED MATTER WEDDING ANNOUNCEMENTS On feature with wedding atmosphere. Have "wedding invitations" printed and distribute from house to house. On envelope is printed : "Announcing a wedding of interest to you." The card inside contains brief copy announcing the picture in the form of the formal wedding invitation. Have invitation? printed in script, giving the appearance of being engraved. WEDDING RINGS Use on feature with divorce angle. Distribute wedding rings, each fastened on a card with copy reading : "For Sale — This ring is no longer needed. For further information see (name of picture) at (theater)." Distribute these on streets the day before opening. "THE KISS TECHNIQUE" Here is a fine novelty herald for any picture featuring kissing scenes. On cover appears caption "The Kiss Technique," followed by catchlines such as "Do you know how to kiss?" "Do you enjoy a good kiss?" "This folder contains some pointers on the Art of Kissing." Inside are three or four kissing scenes from the picture. PRINTED KISSES White cards carrying a red imprint representing the imprint of a girl's rouged lips. Reading matter states: "A kiss from (name of star). She has developed this form of greeting to her friends. She rouges her lips and imprints them on a greeting card as she has done here." Follow with announcement of showing. LOVE MAKING COURSE On picture with strong love theme. Prepare teaser herald with this catch-line on cover: "Advanced Course in Love Making." Inside is material on the showing which hooks up with the cover copy. LOVE PILLS Distribute small envelopes on an attraction featuring the love angle. On envelope is printed : "First Aid to Love." Inside is a red candy pill, and a card with appropriate copy linking the pill with the attraction. SPECIAL STUNTS SILHOUETTE WEDDING Tie up with newspaper for "Silhouette Wedding." Prominent merchants will cooperate for publicity in the newspaper write-ups. Prospective bride and groom remain a mystery till night of wedding on theater stage. The bride-to-be appears at one store each day to do her shopping. She is masked. The newspaper announces the hour at which she will appear. There she goes through formality of purchasing the article the store has donated. Great break for the merchants. The paper publishes the girl's picture in various poses from day to day, but always masked. Here is a fine stunt to arouse curiosity for two weeks preceding showing. Stunt should be used on feature with a strong love theme. ESSAYS On picture whose theme centers on a problem of love or marriage, interest women's clubs to write essays on the subject. This should be tied up with the newspaper to print the best essays. SPECIAL SHOWINGS WEDDING STUNT Advertise for a couple to participate in a genuine wedding on stage of theater. Lots of newspaper publicity on this, and the merchants will contribute gifts. Have motion pictures taken of the bride visiting various points of interest during the day. Many tie-ups can be arranged on this feature of the stunt. Secure public officials to attend the ceremony and make addresses. "ATMOiSPHERE" NIGHTS Effective publicity at nominal cost can easily be worked up with this one. Have large banner across theater front announcing for instance, on a big romantic drama, that this is "Romance Night." Play it up in teaser throwaways. Then follow with full notice in newspaper ad. This can be made a regular and diverting feature by running special "atmosphere" nights at intervals. "Mystery night," "Love Night," "Adventure Night," etc. Sea LOBBIES SEA ATMOSPHERE Good lobby atmosphere for picture with sea setting. Over box-office place sign: "Book Passage Here." Leading to the entrance to foyer place sign: "Entrance to Grand Salon." Place a gangplank here for patrons to enter. Have doorman and ushers in naval attire. Girl attendants can wear white sailor middy blouses and white skirts. The gangplank is the main attraction, and can be constructed at nominal expense. Here is a good atmospheric effect that costs little. SAILORS' KNOTS On any picture with a sea atmosphere. On a one-sheet board have a display of various knots used by sailors. A sign states that the persons correctly naming the knots will receive passes to see the picture. Slips are provided for contestants to fill out and leave at the box office with their names and addresses. THEATER FRONTS ANIMATED SHADOW BOX For use in sea picture. Rig up a mechanical shadow box, showing a vessel similar to the one featured in the picture. A concealed swivel,