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

FILM PLUG IN LOVELIEST MOTHER-DAUGHTER HUNT Finding the loveliest mother and daughter in town has proved a noteworthy promotion idea for many pictures in the past and presents a stunt that can be used again on “I Met My Love Again.” , Many editors find the idea attractive since it presents them with a sufficiency of circulation-building art in contest form. Hang the idea to the picture by saying that the management of I the theatre and the newspaper are seeking a mother and daughter I in your town who compare in beauty with Joan Bennett and Genee Hall, w ho play the roles in the film. The contest can be conducted quite simply by requiring that all participants send in pictures for judging. In many towns you will find it easy to get cooperation from professional photographers on such a contest. And among the most attractive pos¬ sible awards would be a special sitting of the winning pair done by the town’s leading photographer. For the theatre, pictures of the most attractive can be ranged about a blow-up of Miss Bennett and Genee in a special lobby frame. The 2-Col. Scene Mat, intended for use with this contest, is available on Mat No. 48B—30c; Cut. 50c. RADIO SPOT SPIELS Here are two short radio selling talks for “I Met My Love Again.” They are intended for spot announcements or the situ¬ ations where you have successfully planted one of the radio shows suggested in this campaign book. your favorites. Make up your mind now that you will have to see “I Met My Love Again.” • Here’s a picture you must see with your sweetheart at your side, a drama of life’s most pre¬ cious moments! Walter Wan ger’s “I Met My Love Again” tells the story of two who longed to live over again one precious hour — who found that hour when they thought they faced tragedy. Lovely Joan Bennett is the hero¬ ine, handsome Henry Fonda her sweetheart, and the picture comes. to the. Theatre. Don’t forget to see “I Met My Love Again.” THROWAWAY LETTER RRAWS The throwaway letter is a practical stunt that never fails to get attention and to bring them in. It’s done by hand¬ writing a bunch of letters, addressing them and casually strewing them around in places where folks are sure to see them. They’ll pick them up with the intention of returning them to the loser, of course, but they can’t resist taking a peek inside, and here’s the message they’ll see: Dear Alice: I am so happy over the wonderful thing that has taken place, I just had to sit down and write you! As you know, I was engaged to Ives Towner years ago, but in a moment of youthful abandon I threw him over. But yesterday — what do you think — / MET MY LOVE AGAIN! And though he now seems infatuated with that pretty little nitwit, Brenda, he has invited me to go out with him! Oh Alice, Pm so excited about it all! What do you think will happen? Love, Julie FOR LOVEHS ONLY You can excite comment on “I Met My Love Again” and focus attention on its romantic appeal by an inside-the- theatre stunt, pulled a week in advance of your dates. Rope off a series of rows at the back of the house. Placard them with signs announcing, “Reserved for sweet¬ hearts only during the run of “I Met My Love Again”—a picture you should see with your sweetheart.” They’ll get the idea. Could you ever forget your first love, your first kiss? Julie Shaw thought she could. Years passed, and then she stood be¬ fore the man she had not for¬ gotten and uttered the immortal words “I love you!” Because it is so unusual, so frank, so honest, you’ll want to see Walter Wan- ger’s new production, “I Met My Love Again,” coming.to the .Theatre. As you watch Joan Bennett and Henry Fonda in this tender romance, every glowing, blushing moment of your own first love will come back to you. And the story, from the Cosmo¬ politan Magazine novel by Allene Corliss, is certain to be one of GET MAG TIE-UP Original of the screen story of “I Met My Love Again” was the widely read, widely her¬ alded Cosmopolitan Magazine story, “Summer Lightning” by Allene Corliss. Capitalize on this slant for a local tie-in with the newsdealers handling Cos¬ mopolitan in your town. They’re sure to cooperate with you on round town tack-cards for ticket-selling exploitation. Copy slant can be along the following line: I MET MY LOVE AGAIN was adapted from COSMOPOLITAN’S “Summer Lightning ” Read COSMOPOLITAN for the stories that make movies • LOVERS’ POEMS Opening lines of the picture are quotes from the biblical “Song of Songs,” often called most beautiful love poem in all literature. They are quoted by Henry Fonda, wooing Joan Bennett. Here’s a chance for another locally conducted contest. Newspaper might ask for readers to contribute verses from what they consider great¬ est love poems for ticket awards. Or effort may be di¬ rected at best original love stanzas. Use publicity story tying idea up to the picture, and in either case you can be assured of a flood of entries. • FIRST KISS “I Met My Love Again” is a story of first love, with all its tender emotions, eagerness and first blushes — right down to the first kiss. “The First Kiss” idea suggests an excel¬ lent possibility for local con¬ test. Ask the folks to describe their reactions to that first kiss in letters not to exceed one hundred words. The boys and girls are sure to be interested, and to write if you make it worth their while with small cash prizes and ducats. STORY LETTER CONTEST One of the surest ways to get folks interested in your show is by linking their own life experiences with the drama you’re sell- * ing. And here’s one show that has a real hinge for just such an effort. “What Happened When You Met Your Love Again?” Were you still in love? Had that old feeling disappeared? If you phrase the question that way in an essay contest, you’re sure to get a flock of replies. Tie it to your show with a brief synopsis of the plot, telling how two people discovered that real love never could die. Prizes promoted from merchandisers in exchange for mention in the contest, or small cash awards and tickets should serve as a sufficient incentive to start the flood of mail. LOG EABUV TEASER A lobby display that few will pass up is easily made by setting up a sheet of compo board, painted to represent the outside wall of a log cabin, in a corner of your lobby. Have a window cut in your cabin wall and fit it with real glass or isinglass, with a cur¬ tain on the inside that will make it necessary to come up close in order to see inside. Behind the wall put large standee cutouts of Joan Bennett and Alan Baxter in one of their romantic attitudes, blown up from stills or paper. Post a sign outside your “cabin” inviting the customers in, thus: “Why did Julie leave the only man she ever loved. Look inside and see.” Credits for the picture and billing should appear on the placard. • Page Five