An Innocent Affair (United Artists) (1948)

Athene Vick*' thirty && “AN INNOCENT AFFAIR?” y Teaser Throwaway Take advantage of the enticing teaser quality of the title with this specially prepared accordion-fold throwaway. Available in mat form, you can prepare quantities locally at low cost, using the back space for theatre imprint or local merchant ads to help defray costs. MAT (5B) Throwaway folds this way^A WRITE A SLOGAN! WIN FREE MOVIE TICKETS! Fred MacMurray has been caught with his adjectives down! Yes, our Fred plays a big-shot advertising executive who’s been burning the scandal at both ends in United Artists’ “An Innocent Affair”. But when it comes to finding a proper slogan to advertise his newest and greatest starring hit . . . well, Fred is yelping for help! That’s where you come in! Give Fred a bright new slogan for “An Innocent Af¬ fair” — and you may win two free tickets to see him co-star with Madeleine Carroll in a picture that’s already been sloganized: “The most deliciously vexy comedy in years!” Here’s a hint! “An Innocent Af¬ fair” is about an advertising execu¬ tive whose business with an attrac¬ tive female “client” has his wife guessing — and then deciding on a little ‘innocent affair’ of her own! Now here’s what you might say: “It started as an innocent affair . . . and winds up as the surprise romantic comedy of the year.” It’s really easy . . . and rousing fun! Keep it short and keep it bright! Just fill in the slogan where indicated and add your name and address. The best 25 slogans, in the opinion of the judges, will win two free tickets each to see Fred Mac- Mirray and Madeleine Carroll in “An Innocent Affair” when it opens next . at the . Theatre. MAT (2F) Slogan Contest Fred MacMurray plays a successful advertising agency executive in “An Innocent Affair’’. Why not let MacMurray invite your patrons to submit ad catchlines or slogans for the most exciting comedy in years — “An Innocent Affair”. The suggested layout at left shows you just how to handle it! Stage it in cooperating newspaper — or make reprints for a lobby contest. Perhaps, too, you can get a local disc jockey to sponsor it. Either way — it’s full of laughs and interest and sure to please your fans. Art only available in mat form. Alter copy to fill local needs. How Fast Does Here’s your cue for an intriguing stunt . . . worked this way: Arrange with a panel of psychol¬ ogists or psychology students to make a scientific test on the speed and accuracy accompanying a bit of gossip on its rounds from person to person. The test group could be any large organization, such as a school, factory or office. With the cooperation of a local newspaper or radio commentator, start a rumor at lunchtime among Gossip Spread? the test group. The rumor, of course, could be about “an inno¬ cent affair” involving two persons known to everyone, such persons being advised in advance about their part in the test. At the end of the test period circulate a printed form asking all persons to state what If rumor, if any, they had heard about “an innocent affair”. Arrange for the findings — which could be very interesting — to be published or broadcast. Teaser Cards Print a quantity of small cards saying: Distribute cards around town . . . and get local columnists and disc jockeys to use the word ‘‘Zyzzle’’ as a synonym for "the tops” . . . with credits to the picture as the source for the new word. Street Bally Dress one of your tallest and handsomest ushers in evening * clothes and add such interesting ^ extras as lipstick smudges on his cheeks, a lady’s nylons dangling from his coat pockets, powder marks on his lapels, etc. Add copy as shown. Page Eight