Film Year Book 1927 (1927)

MOST WORDS CONTEST A simple idea that has worked wonders on many showings gets over better when picture titles are long. Instruct contestants that prizes will be given to those securing greatest number of words from title and that these words must be found in Webster's Dictionary and spelled correctly. Proper names not accepted. STREET PHOTOS Novelty stunt to be worked with newspaper. The latter has a photographer take five photos of girls each day who are willing to pose in the streets. These are taken for several days preceding run of the picture. The paper plays them up as the city's prettiest daughters. A theater party is given to the girls whose photos are published. ILLUSTRATED STORY For advance publicity, arrange with producer or local exchange to supply a series of photographs from the production. These photos must cover the highlights of the picture. Arrange with newspaper to run these in a series each day. Each photo carries a brief caption, so that the reader gains a comprehensive idea of the picture. Here is a fine feature for any newspaper. It gives the editor an illustrated feature that has many advantages over the usual instalment serial. Properly handled with the editor, you are all set for a lot of effective publicity without cost on your big features throughout the year. PICTURE REVIEW On big feature, mention in newspaper copy that a season pass will be given to persons submitting best written review of the picture. This is good copy for the newspaper, and they can play it up, and print best reviews submitted. The paper will decide contest. "WISE-CRACKS" Arrange with newspaper for a "Wise-crack" contest named after the title of the picture. Each contribution must use the name of the attraction. All those good enough for publication receive a free ticket to the show. The paper features daily write-ups during the run. TRADE PAPER COPY The ads in the trade papers often prove eflfective copy for exhibitors in their newspaper advertising. There is often a suggestion for public appeal in what is oflfered to sell the trade. So it is well to keep this angle in mind when looking through the trade publications. WESTERN WORD CONTEST For Western feature. Have newspaper feature the contest for boys. A list of western words is printed such as "rangers," "hog-tied," "cache," "pinto," etc. These words of the cowboys' lingo are to be properly identified with definitions. Here is a good feature for a newspaper, for the boys who follow the Western's closely pride themselves on their knowledge of range language. Passes to the show are issued for correct answers. BABY CONTEST Arrange contest with newspaper, which features baby's photos each day. Mothers are requested to be on the lookout for their baby's photos, some of which are secured from photograph studios and others snapped on the street by newspaper photographer. When photo is published, the parent calls at the newspaper office and receives a ticket to the show. Have the newspaper place a banner in front of its office, and display posters on its delivery wagons, giving publicity to the contest. Good displays can be arranced with photographers featuring baby photos. Work up special lobby display. STAGE LINGO Run contest with newspaper on "What Do You Know About Stage Lingo?" From day to day. various stage words are listed, such as fly, drop, prompter, juvenile, etc. These are to be defined very briefly. A half column story is run every day building up interest, and tieing in with the picture. The stunt can also be tied in with drug store for a window display of theatrical cosmetics, the latter heme used as prizes in the contest. LONG HAIRED BEAUTY Tie up with newspaper for a contest to discover the girl possessing the most beautiful long hair. The winner is signed up for a week's engagement in a prologue number at the theater. All contestants submit their photographs to paper. The newspaper builds up the interest with a series of articles hooking up with the feature picture. If a male star, the angle is that he prefers long haired beauties in his productions. If a female star is played up, select one whose hair is not bobbed. KID ACTORS Before start of a serial, tie up with newspaper for publicity on unique photos of neighborhood kids. The latter are posed in costume, duplicating scenes from the serial, appearing as Indians, cowboys, etc. Equipment can be borrowed from local stores. These can be played up by the paper with humorous captions, featuring names of the young actors. All this winds up with a free show for the opening chapter, the kids using coupons printed in paper as passes. "SCRAMBLED MOVIE STAR" This consists of a contest run with a newspaper. A two column cut of the star is used, which is cut into 15 separate pieces and printed in the paper. It runs for four days prior to the opening. Readers are invited to cut out the pieces, paste them together and guess the name of the star. On the opening day the names of the winners are announced. AMATEUR BOXING Sell a newspaper the idea of running an amateur boxing contest, tieing up with the coming attraction at the theater featuring a boxing bout. All the boys' clubs of the city will compete. Or better still, the newspaper can call for champions from the different districts of the city. This will arouse universal interest among all the boys, and is a big break for any paper. The winners in each district compete in the finals. After the winner is chosen, all competitors march to the theater to see the feature. Banners in the parade tie up the theater and the newspaper. FASHION DESIGNING Contestants to send in to newspaper editor sketch and design of costumes. These to be submitted to manager of theater who will submit them to the producing company as excellent design for costume to be worn by this star in her next picture. Drawings can be made in crayon, oil, ink, or pencil. This is a great stunt to build up feminine interest in the picture. * * * Lobbies HEARTS For picture featuring love theme, play up with a "Heart Lobby," using bright tinted hearts in all sizes for decoration. These can be also hung in groups of three from the lobby ceiling and marquee. Their constant moving in the wind attracts everybody's attention. MINIATURE STAGE Build a miniature stage, with characters from the picture impersonated by hand painted cut-outs. They are selected to portray the big scene in the picture. Stage decorations reproduce the scene as it appears in the photoplay. BOX-OFFICE DECORATIONS Converting the box-ofifice to carry over the theme of the picture is always an eye-arrester, and can be accomplished at a small expense. It gets over the story of the feature with a punch. In most cases it requires nothing more than a few boards properly constructed and painted, and a few props to carry out the atmosphere. Among the many effective box-office disguises are a log cabin, sheriff's office, trading post, mining hut. hunting lodge, pilot house, railroad or steamship ticket office, Russian kiosk. South Sea Island hut, circus sideshow, country store. The ticket seller should be dressed to carry out the idea of the particular setting. A man stationed alongside the box-ofifice, also in appropriate costume, can ballvlioo the attraction. COLLEGE ATMOSPHERE String pennants across the lobby, but be sure to include all the local high schools and colleges. Intermingle the pennants with cut-out football likenesses painted on ordinary cardboard, with the name of the picture, star and play dates. 485