Home of the Brave (United Artists) (1949)

NEGRO CAMPAIGN Two very important facts have evolved from the test engagements: 1. The most intensive campaigning should be undertaken among the colored population, for this has proven a tremendous source of steady business. 2. Leaders among Negroes and the Negro press will prove exceedingly cooperative. Keeping these salient facts up¬ permost in your mind, plan your campaign from the suggestions outlined on this page; also adapt other pertinent bally ideas. SPECIAL NEWSPAPER ISSUE Many cities have their own Negro Press. Arrange tor a a special 'Home of the Brave" edition on opening day, featuring special stories and art from Publicity Section, editorials, comment and merchant ads hailing the opening. This, of course, in addition to a regular run of advance publicity. The Negro press should be among the first invited to an advance screening, followed by showings for the promi¬ nent leaders of the Negro community. MERCHANT COOPERATION Stores which service the Negro community will prove extremely cooperative. In Chicago the South Side's leading department store, South Center, devoted full window dis¬ plays to the picture, featuring stills and a 6-foot enlargement of the photo of Jimmy Edwards. Thousands of special adver¬ tising folders hailing the picture's opening were also d«s- tributed door-to-door in advance of the opening. Get this same kind of cooperative advertising locally. Special window cards featuring Edwards should be prepared for all stores in the Negro areas. Special commendation by na- Dr. Poling, having presented the tionally famous AKA Sorority Christian Herald Award, poses presented by Mrs. Aloncita for newsreel cameraman with Flood, national official of this Producer Stanley Kramer and great women's organization. Henry Moon of NAACP. CHURCHES, SCHOOLS, LIBRARIES Displays should be set up well in advance in all schools which are completely or heavily attended by colored students. All Negro ministers should also be asked to cooperate with sermons devoted to the picture and references made in air talks which many ministers perform. OPENING DAY MOTORCADE Nothing gains attention like a prarade. Under sponsor¬ ship of a group of Negro organizations (avoid individual group sponsorship), arrange for a motorcade in honor of Jimmy Edwards and the picture to interlace the colored section of town on opening day. NEGRO-WHITE GROUPS Special attention should be paid to those organizations of an interracial nature which represent both white and Negro in your community. These include most prominently the Urban League and local Councils of Human Relations or Interracial Committees. They are in a specially favor¬ able position to help you achieve widespread coverage of both white and colored groups. 4 4 THE AWARD PICTURE! Virtually every important Negro newspaper, magazine and organization has honored Producer Stanley Kramer for his production of "Home of the Brave". Shown here are many of these award presentations. Wherever possi¬ ble, awards of a local nature should be arranged, to be received by the theatre manager on behalf of the pro¬ ducer of the picture. Such award might be made as the culminating ceremony of the Motorcade, suggested above. Billy Rowe presents the Ira S. Lewis Award on behalf of the Pittsburgh Courier, largest Ne¬ gro newspaper. "Race Relations Award of the Century" presented by S. W. Garlington, theatre editor of N. Y. Amsterdam News. Ebony Magazine's "Picture of the Year" Award tendered by William Grayson, Eastern man¬ ager of the Negro publication. Letter of commendation from the unofficial Mayor of Harlem, Sherman Hibbitt, presented by Miss Dorothy Chapelle. TWO SENSATIONAL TRAILERS! TRAILER No. 1-110 SECONDS! A quick, punchy, no-holds-barred presentation of the film's biting action! Both this one and the special Kirk Douglas trailer (No. 2) have done a terrific job! Use your own judgement as to which is best suited for your situation! TRAILER No. 2-95 SECONDS! Kirk Douglas, who skyrocketed to stardom as the "Champion", steps into your trailer picture to do a rousing selling job. The trailer is carefully designed to be provocative without disclosing the theme of the story or revealing any of its scenes. Order Preferred Trailer By Number From National Screen Exchange FREE! FREE! - RADIO RECORDING * Specially prepared spot an¬ nouncements available to you FREE! The whole campaign is on one record ... 14 spot announce¬ ments include four 50-second spots; one special 50-second pitch for late or all-night shows; three 20-second spots and 6 varied station breaks. Ample time has been allowed for live policy announcements. Order from: Pressbook Editor, United Artists Corp. 729 Seventh Avenue, New York, N. Y. T.V. TRAILER The Television Trailer is similar to the regular motion picture trailer—you get startling, sensa¬ tional scenes with tremendous overall appeal selling "Home Of The Brave"! The TV Trailer is available in I6MM prints ONLY! It may be telecast as a 1 1 / 2 to 2*/ 2 minute commercial including live playdate announcement! If yours is a Television city . . . get your TV Trailer at your NA¬ TIONAL SCREEN EXCHANGE * TEASER CARDS Make up a number of bomb-burst cut-out signs, roughly 10" wide, reading: "So you think Holly¬ wood has no GUTS! See HOME OF THE BRAVE ... Gem Theatre NOW!" Use bright orange back¬ ground and black lettering. Place these in key spots such as news¬ stands, on light poles in vicinity of theatre, in busses and trolleys, etc. STREET BALLY Have an armored car deliver cans of film brightly labeled "Home Of The Brave" to your Tpf theatre door. Sign copy attached to the side of the truck reads: "We Are Delivering The Print of 'Home Of The Brave'—Filmed Behind Locked Doors—For The First Showing In (City) at the Blank Theatre!" Also plan for newspaper pic- tures and stories based on the film's actual secret filming in Hollywood (see page 17). "BRAVE" BABY Keyed to the line: "Stacey's Welcomes Jr. Doe to America, the 'Home Of The Brave'!" contact a lead¬ ing kiddie shop or depart¬ ment store, and suggest that they offer a complete in¬ fants wardrobe to the first baby born the morning the film opens. Publicize this stunt with lobby poster and window displays; follow through with news stories, and photos. Also aim for in¬ terviews with child's parents after birth slanted to why they're happy the child is born in "America, the 'Home Of The Brave'!" Page Eight