Drums (United Artists) (1938)

COLOR IN LOBBY SETPIECE A colorful setpiece in your outside lobby, illuminated by flasher lights behind tinted scrim, is one of the most effective stunts for clinching the beautiful colors of your picture in the minds of the show-shoppers. Devote a darkened corner of your lobby to this display, arranging blowup cutouts, taken from the stills or posters, of the leading characters and some of the spectacular background, to make an exciting scene. Two suggestions for dramatic setpieces are shown here. Secrim off your display with colored cloth and put flasher lights behind it so that your display Showmen, critics and fans who have seen “DRUMS” are enthusiastic in proclaiming it a revelation in film color—far surpassing any color picture so far produced. This is due not only to the new high which the film achieves in color photography and printing, but also to the fact that the story and locale of “DRUMS” make it natural for maximum color beauty. The dramatic impact of the battle scenes, with guns flashing and bombs exploding in real color . . . the pictorial gorgeousness of the Hindu villages, stockades, hills and plains . . . the picturesqueness of the Hindu characters in their native dress... all these achieve their most spectacular effect in the beautiful color in which this film shows them. Sell the glorious color of your “DRUMS” spectacle as one of its leading boxoffice qualities. Do it by using the color-featuring stunts shown on this page! will catch the eye and hold it, giving them opulently colored flashes of excitement from the picture. Smash Trailer Gives Sample of Color, Thrills Give your audience an unforgettable sample of the thrilling color by showing them the “DRUMS” Color Trailer. Scenes of magnificent scenic and dramatic quality, highlighting the fast-paced and gripping story, are telescoped into a breathless three minutes of action and suspense that will set them on edge to see the picture itself. The color makes it a feast for the eye; the rapid-fire action makes it a thrill for the emotions of any man, woman or youngster! Order your “DRUMS” Color Trailer well in advance and give it a featured spot on your program. Order from: NATIONAL SCREEN SERVICE 630 Ninth Avenue New York, N. Y. 1307 So. Wabash Ave. 2418 Second Ave. Chicago, Ill. Seattle, Wash. 300% So. Harwood St. Dallas, Tex. 36 Melrose St. 1922 So. Vermont Ave. Boston, Mass. Los Angeles, Calif. 141 Walton St. 74 Glenwood Ave. Atlanta, Ga. Minneapolis, Minn. SHOW COLORS aie. WITH COLOR WHEEL A revolving color wheel on the front of your theatre will give lots of flash and eye appeal to your message of Gorgeous Technicolor in “DRUMS.” Have the wheel made good and big, of light wood or compo board, and have your artist divide it into six contrastingly colored panels. You'll get a really spectacular color effect by revolving this wheel at a rapid pace on your theatre front. For a strong selling message to be read when the wheel is stationary, put brief one-word copy in each of the panels — “GORGEOUS COLOR — EXCITEMENT — SPECTACLE — ROMANCE — DRAMA — SUSPENSE.” “TECHNICOLOR" PENCIL This “Technicolor Pencil,” a tricky, unusual novelty that they’ll keep and show around, is made to order to sell the color appeal of your show. It writes several different colors with the same stroke—and without changing leads! Order them in quantities for door prizes, contest awards, and as novelty giveaways that will repay you by bringing fans to the boxoffice. Prices, complete with your theatre imprint: 50—$5.00; 100—$38.00. Order from ECONOMY NOVELTY CO., INC., 225 West 39th St., New York, N. Y. Stage a Fireworks Show The presence of unsurpassed color in “cDRUMS” gives you a swell opportunity to stage a night fireworks display the fact that there is a gorgeous color spectacle to be seen in the picture at your theatre. You can set off your fireworks from the top of your marquee or the roof of your building, or if you can get permission from city authorities, hold it in a public square or park, making sure to display selling material on your picture to tie in the idea of your film color spectacle. The announcement of your fireworks show should get good newspaper breaks and insure you an audience for the display as well as getting in a plug for the picture itself. Stock up enough fireworks to make it a good spectacular show; and be sure to arrange with locale officials for the necessary permit, roping off of space for the crowd, ete.