She's in the Army (Monogram) (1942)

Calling All Showmen! “She's In The Army” is the first rousing picturization of America’s “soldiers in skirts” in action. It was made with the official co-operation of the famous Women’s Ambulance and Defense Corps of America, a great organization with tens of thousands of members throughout the country. They have headquarters and officers in every city, and all have been notified about the picture and are ready to get behind it in the biggest possible way. Get in touch with the heads of WADCA in your community immediately and plan an all-round campaign that will lift “She’s In The Army” into the top gross bracket. This is a once-in-a-lifetime opportunity for showmen to stage a rip-roaring, flag-waving campaign—with FEMININE APPEAL! PATRIOTISM, PACKED HOUSE AND PROFITS IN BENEFIT PREMIERE! An opening night gala benefit performance will be mutually profitable to both the WADCA and the theatre. Make a deal for them to take over the entire house on a cut-rate basis, re-selling the tickets at regular prices or even more if they think they can swing it. This will give them a tidy sum for whatever equipment they may be in need of locally. They'll have no trouble selling the tickets as all women’s organizations in the war program will be eager to see this first filming of the feminine role in U. S. defense. Additionally, this kind of benefit screening gives patriotic folk a chance to contribute to the war program and still get their money’s worth in entertainment. “Mono Ambulance” Display The Mono Ambulance, a miniature ambulance which is being adopted for use by the Red Cross, various civilian defense organizations and even the Army and Navy, is featured prominently in the film. The machine is handled by many dealers in all key centers and will make an interesting and unusual lobby display. Still No. 17, showing Marie Wilson as driver and Warren Hymer as passenger, should be planted with a layout of photos from the film in the dealer windows. For information and dealer addresses write the Mono Ambulance Corp., 208 Equitable Building, Hollywood, Calif. Other defense equipment shown in the picture are the fullsize aiid junior models F.M.C. Firefighters. Like the Mono Ambulance, these are being used by civilian defense organizations everywhere and you should be able to borrow one for street or lobby display. STARS AS HONORARY MEMBERS For a local news break have your community's Women’s Ambulance and Defense Corps elect Marie Wilson, Lucile Gleason and Veda Ann Borg honorary members of their group. Have the ladies sign a giant postcard addressed to the stars care of Monogram Studios, Hollywood, complimenting them on their performances as WADCA members in “She’s In The Army.” Local papers will grab photos of the soldierettes grouped about the card as some prominent member signs it, and you can also use it in the lobby. Circularize Women’s Groups In addition to the WADCA there are many other feminine organizations contributing to the war effort. In fact, almost every woman belongs to one or another of these groups. If letters to the entire memberships would be too extensive or too costly a job, write the officers asking them to pass on the information. Of course, an invitation to these officers to attend a showing as your guests would be an extra inducement to assure their cooperation. Your circular letter might be along the following lines: Dear Madam: I feel certain that “She's In The Army,” the screen attraction scheduled to open at our theatre..........will be of special interest to you and to all women engaged in the U. S. defense program. It is the first rousing picturization of feminine America’s role in the war . a real tribute to the great women’s volunteer groups. Actual scenes showing the rigorous training, personal sacrifices and colorful activities of our “soldiers in skirts” have been woven into an exciting story that ranks high on the year's entertainment list. Extra zest is added by the fine cast.—Lucile Gleason, Veda Ann Borg, Marie Wilson, Lyle Talbot and Warren Hymer. I know you'll enjoy “She’s In The Army” and will want your family and all your friends to see it, too. = STREET STUNTS AND BALLYHOO For a crowd-getting street stunt, arrange for the WADCA to stage a demonstration in front of your theatre. Some of their activities which would be of interest are “Blackout First Aid,” Jujitsu, handling of incendiary bombs, etc. Where arrangements are made for the group to attend a showing of “She's In The Army” en masse, see if you can’t set up a gala parade from WADCA headquarters to your theatre. Although women in uniform are getting to be a common sight on American streets, you can draw attention to your show by having a pair of pretty soldierettes in WADCA uniforms stroll around town with signs on their backs reading: SEE AMERICA’S SOLDIERS IN SKIRTS IN “SHE’S IN THE ARMY,” BLANK THEATRE NOW. If they do their ballyhooing on motorcycle or bicycle, the effect will be doubled. DEPARTMENT STORE TIE-UPS Many big department stores are going in heavily for supplying uniforms for the various women’s volunteer groups. You should be able to cop attractive window displays showing some of these outfits and stills from “She’s In the Army.” In spots where stores carry the official uniform of theWADCA go atter them to use photos of the film’s stars in their newspaper ads. Also spot one-sheets or 22”x28"s in the departments where they sell the uniforms.