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Advertising Suggestions for ^^Wolves of the Rail/’
FROM EXHIBITORS* SERVICE DEPARTMENT
485 Fifth Avenue, New York.
LOBBY DISPLAY:
You could have a cut-out of the figure of a Wolf with a mask over its eyes and a pistol in one claw in one side of your lobby and the figure of a man with a mask over his eyes and a pistol in one hand in the other. As one of the thrilling incidents of the scene shows Hart as Buck Andrade guarding $30,000, payroll money of the American soldiers, you could borrow from one of the local banks a quantity of moneysacks. Be sure that these sacks have large amounts of money printed on the sides. If the sacks are perfectly plain, you could print such figures as $500, $1,000, etc., on them. They should be filled with sand or iron washers, or even stuffed with old newspapers, to give them the appearance of being filled with money. Alongside of this should be the cut-out of a man with a shotgun across his knees and a sign in front:
“BILL HART as Buck Andrade, guards the payroll of the American soldiers from the
bandits until it is delivered to the proper officer.”
The use of facsimile bags of money would prove to be a good attraction and should stir up a lot of interest. The writer of this paragraph knows because he has used this idea in practice in days gone by. Another sign which would be used is:
“HOW MUCH MONEY DO YOU THINK THESE BAGS REPRESENT? FIND OUT THE ANSWER FROM BILL HART IN “WOLVES OF THE RAIL,” WHICH IS HERE ON
WINDOW DISPLAY:
For window display you can unquestionably get some good action from the local toy stores. They can display either mechanical trains or other toys representing engines and cars. As a matter of fact you could get a very clever one showing a train presumably speeding and a toy man on horseback racing alongside the train and just grabbing the engine. This should make a big hit. You can work with the window dresser to make this a very effective scene and, of course, display pictures of Mr. Hart prominently in the window. As an additional suggestion for Lobby Display, you could have one of these toy electric locomotives constantly running around on a table in your lobby in a similar fashion.
CAR CARDS AND WINDOW CARDS:
it might be well to work a new idea and use suggestions like this;
“THE BAD MAN TURNS GOOD. BILL HART, LONG KNOWN AS THE CINEMA BAD MAN, APPEARS IN A NEW ROLE AT THE THEATRE
IN THE PRESENTATION OF “WOLVES OF THE RAIL” ON
Another suggestion:
“THERE IS SO MUCH GOOD IN THE WORST OF US, AND SO MUCH BAD IN THE BEST OF US’* — YOU KNOW THE OLD FAMILIAR QUOTATION, SO WHY . TELL IT ALL OVER AGAIN. THIS RECALLS THE FACT THAT TWO-GUN BILL HART PORTRAYS THE ROLE OF A GOOD MAN, BUT WITH ALL THE SNAP OF HIS TWO-GUN CAREER IN “WOLVES OF THE RAIL.” IT IS AN ENTIRELY NEW
CHARACTERIZATION IN WHICH YOU WILL SEE HIM AT THE
THEATRE ON
NEWSPAPER ADVERTISING:
For newspaper advertising you can use similar wording to the car cards, as well as using the sample ads. shown in the press-book. An advertisement dressed up with a cut is always more attractive than a plain type ad. Make sure also that your compositor includes an Artcraft trade-mark, or the words, Artcraft Picture.” This will help to tie up with the million-dollar advretising campaign.
FOR FURTHER SUGGESTIONS WRITE TO
EXHIBITORS’ SERVICE DEPARTMENT 485 Fifth Avenue, New York
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