I Met My Love Again (United Artists) (1938)

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INVITE HEAHT EDITOR If newspapers in your town boast a locally conducted heart column, the editor of the column is among the “must people” to attend your private and pre-release showings of “I Met My Love Again.” The theme and handling of the story is novel in its frank and daring approach to heart problems. There are many controversial themes in the story and the in¬ clusion of this writer in your pre-view lists is certain to net you a quantity of free space. USE STILLS IN WINDOW CO-OPS SUGGEST RADIO PROGRAM The action of “I Met My Love Again” covers the span from 1927 to present day, with music of the earlier day prominently featured in the opening sequences. Radio stations are fond of doing retrospective pro¬ grams on musicals that originate locally. Why not have them tie up the idea to your picture, crediting “I Met My Love Again” for the inspiration, and airing a caravan of the best tunes of the decade. Silhouette from one-sheet Here are four stills from the set on “I Met My Love Again,” especially adapted to help you spread your exploitation through free window space on cooperatives. They include a pipe picture, one that can be used to sell sportswear and leather coats, a Ford picture, and one illustrating novel dress jewelry. They are available at your exchange or from EXPLOITATION DEPT., United Artists Corp., 729—7th Ave., New York, N. Y. Order Nos. 4, 20, 33 and P-60. Exhibitors are cautioned against the unauthorized use of star endorsements wherever stills are employed in window tie-ups. Poster Cut-Outs Outstanding in star appeal is the poster paper on “I Met My Love Again,” with life-like color reproductions of their two favorites, Joan Bennett and Henry Fonda. The romance theme is high¬ lighted throughout. For front and lobby selling, many managers have found remakes and cut-outs of poster paper a most effective method of creat¬ ing and hold interest in the picture. PERSONAL ADS PLUG RDMANEE The personal column is a logical medium for publicizing the triangular love story of “I Met My Love Again.” Here are some Personals calculated to tease interest, with a direct sell¬ ing impulse leading to your box-office: Marquee cut-out from twenty-four Front design from three •VE AGAIN BABS —I’m dying to tell you the big news! Meet me at the Rivoli Thea¬ tre tonight and hear all about how I MET MY LOVE AGAIN. Julie. FRANK J. — I’m sorry, but it’s all off between us because I MET MY LOVE AGAIN. If you want to know the details , come to the Rivoli Thea¬ tre tonight. Julie Weir. JOAN—Thanks to you and Henry Fonda for the inspiration you’ve given me. After seeing your splendid performance at the Rivoli I made my decision, and I MET MY LOVE AGAIN. J. D. RECONCILE LOVERS THRU PAPER’S HEART COLUMN Help them meet their loves again! The Advice to the Lovelorn or Lonely Hearts column in the local newspaper is a made-to-order vehicle for an “I Met My Love Again” stunt in which separated sweethearts are actually brought together through the medium of the paper. Get the paper to invite lovelorn sweet¬ hearts — those who have been separated from their loved one but would like to get back — to use the paper as a medium for a message. They may not care to address a direct letter to the object of their affections — or they may have lost track of his or her whereabouts — and in that case a letter printed in the paper will be an ideal means of getting the “please- come-back-to-me” message across. To give the letter-writers the measure of privacy they will want, don’t print full names and addresses, but suggest that Page Four they use first names or nicknames which the addressees will recognize. A typical letter might read as follows: PATSY: I know I was wrong —I knew it at the time, but I didn’t have the courage to say so. Now I find I can’t go on any longer without you. Please write. PETE. Give each letter a key number, which the one it is addressed to can mention in replying. The paper then turns over the reply to the letterwriter. 'This is a stunt which should prove popular and effective with almost any daily newspaper. Suggest it to the editor with the idea that “Do You Want to Meet Your Love Again?” be used as the standing head on this feature. “NDW AND TREN" HEAUTIES The plot of “I Met My Love Again” gives you a chance for a swell twist on the beauty contest idea. Joan Bennett, as a woman of 30 or so, takes her man away from Louise Platt, a girl ten years her junior. Here’s the theme of your beauty contest: Can a girl who was pretty in 1927 still be as attractive ten years later — as Joan Bennett is in “I Met My Love Again” ? Have the ladies send in their photos of ten years ago and today (a set of two photos from each contestant) and judge them on the basis of the most beautiful set. Engage the winner as your hostess during the run of the picture if she is available. Or present the prize to her on your stage. • GET UP LOVERS’ SNIPES “I Met My Love Again” is a story for folks who like romance, and that means everybody in town, if they’re made aware of the fact. Get them in the mood to see the show by sniping up a sticker that sells the idea all around the town. It’s a simple letter press job, with suggested copy as follows: ‘ ‘Where’s Your Sweetheart Now? Make Sure You Know by Taking Him (Her) to See ‘/ Met My Love Again ” Print up two sets, one for male and one for female appeal. The slight expense is more than justified by the pulling power of such a stimt.