City Lights (United Artists) (1931)

Metallite Banners A special metallic banner composed of silver letters and silver illustra¬ tions against a dark blue background has been prepared for the advertis¬ ing of City Lights.’ The banner measures 12 fe£t by 3 feet and is of a special non-shrinkable, non-wrinkling material which will stand up well when displayed outdoors. It makes an ideal marquee or lobby display and is certain to attract considerable attention on the strength of its light reflecting qualities. The silver surfaces are of an aluminum material which will neither break nor tarnish. When your theatre lights are on, this display catches their brilliance and reflects it with a sparkling radiance that cannot fail but attract the eyes of passers-by. Entirely different from any other theatre accessory, this banner is certain to prove helpful to your engagement. ( Vder the banner at $10.00 each from the manuinctuVer. MORRIS LIBERMAN. 690 Eighth Avc. \Vw~Yoj-k City, N. Y. Impersonators The best of ballyhoos for a Chaplin picture"?? to have a man dressed as Charlie, stroll through the leading streets of the town. Attach a sign to his back telling about your showing of “City Lights.” Prominently displayed on the placard set a catch-phrase along these lines: “The world’s greatest comedian invites you to have the laugh of your life”; or “Sh-sh-sh! Charlie Chaplin wants you to meet him at the. theatre and spend a hilarious evening with him I under the ‘City Light’.” Fix the copy so that^ “Charlie Chaplin” and “City Lights” and your theatre name are painted in the biggest letters. Cartoon Contest You appeal to the whole community with a stunt like this. People believe that as in writing, little study is necessary to be able to draw. Conduct a cartoon contest through the aid of your local newspaper. Run sample drawings of Charlie Chaplin—such as are to be found in the ads and thp exploitation section of this book. Offer prizes to those submitting the best original drawings of Charlie Chaplin. Or drawings of funny situa¬ tions into which a Chaplin figure has been introduced could serve as a basis for awards, winners being those sending in the most original draw¬ ings. Independent contests might be conducted in the leading schools in town. The best cartoonists in each institution would receive an award and a grand prize could be given to the outstanding artist. Chaplin Shoes I The Comedy of Comedies! CHARLI6 CHAPLIN ^ oil can’t know what fun is till you’ve howled and rocked at this major mirthquake of the rharahaja of merriment. It's Charlie’s supreme funfest! Laugh Insurance Tie-up with one of your local insurance companies arranging to have them get out a special policy to protect patrons “laughing themselves sick” over the antics of Charlie Chaplin in “City Lights.” Have them display a giant replica of the policy in their windows. Also, place them on exhibition in the lobby of your theatre. See that the newspapers give a big break to the stunt. Even if rfhe policy is only discussed with the insurance company you can handle it so that it makes good news copy. Get up special throwaways in the form of insurance policies bearing copy reading “Guaranteeing Payment of $1,000.00 in case of death by laughtev while witnessing, etc,” for the cover. Couch the wording inside in thi^ language of an insurance policy, with the modifications necessary to make it applicable to the picture. 5 —One Col. Ad (Mat 05c; Cut 30c) Chaplin Cut-Outs The posters on “City Lights” provide you with excellent material with which to make crowd- attracting cut-outs for use in your lobby and atop of your marquee. Prepare a number of .these dis¬ plays. Cut-outs of the small figures cffii be sus¬ pended from the marquee as can black cardboard silhouettes cut to resemble the Chaplin character Cut-Out Contest The kids will be interested in a cut-out contest, 'the object of which is to cut out several figurgs^ one being Chaplin’s and work up an interesting situation with them. Prizes can be awarded for the most original and amusing entries. Have the newspaper tie-up with the contest. Exhibit the best entries on a sizeable lobby display. Chaplin Hats Every kid in town will be a walking advertisement for your show if you provide him with the Charlie Chaplin hat. Made of a strong material that will hold their shape, these hats are certain to prove tremendously popular with the younger element. You can rest assured they will be displayed to a fare-thee-well. The hats are obtainable the following prices: in quantity at 100 $15.00 250 $35.00 500 $65.00 1000 $120.00 These figures include the cost of printing your theatre name and play date on the band. The exchange does not carry this novelty. Order it from the manufacturer direct Deliv¬ eries will be made within a week of the receipt of the order, by the ADVERTISING CAP COMPANY, 101 Wooster Street. New York, N. Y. Teaser Campaign Like the hat, cane and mustache, Chaplin’s shoes are 3 symbol of the whimsical character that he has created. Use them in teaser ads, pro¬ grams and in your newspaper illustrations. Enlarged reproductions of this portion of the Chaplin regalia can be made up from the illustration below and displayed as one sheets and window cards. Use this drawing to illustrate announce¬ ments telling of the coming of the picture. Run a series of Chaplin teaser ads in your newspapers the week before you open. Take some easily identified article in Chaplin's get-up, such as his shoes, and illus¬ trate at the base of an ad deep enough to take in the rest of the figure were it illustrated. At the top of an ad run teaser copy reading: “Here’s the Surprise of Surprises,” “You’re in for the Treat of a Lifetime.” In the next ad run not only the shoes but the hat, mustache, and cane with another teaser headline. Treat each subsequent ad in the same way till the last one of the series pictures the complete Chaplin outfit along with your theatre announcement. A model series along these lines is pictured above. While a single column six inches deep will answer the purpose, best results will be obtained with cuts measuring two columns in width. No cuts or mats of these ads are available. fs [LIFT THESE PAGES FC