Modern Times (United Artists) (1936)

''m % % MILLION DOLLAR SHOES The telephone is one of the instruments that has developed from a ‘box-on-the-wall’ to an extremely necessary and somewhat handsome instru¬ ment that is constantly being developed and improved upon. The telephone company is mighty proud of their development, which gives you an angle for a tie-up with them. Ads and window displays can be based on the title angle; i.e.—window displays can show the development of the telephone from the time it was invented by Alexander Graham Bell to the modern colored ‘French’ phone. The windows also have a series of stills from as many of Charlie Chaplin’s past pictures as you can get at the exchange, including, of course, some from “Modern Times.’’ The sign over the telephone display should read: The Telephone From 1876 To “Modern Times.’’ Over the Chaplin still display should be a sign reading: Charlie Chaplin from 1913 to “MODERN TIMES,” now playing at the RIVOLI THEATRE. The telephone company’s institutional ads in the local newspapers can also be tied in on the same angle. SAFETY CAMPAIGN The police department, state motor vehicle bureau, local AAA branch and the state license commission are vitally interested in the matter of safety—both pedestrian and motor vehicle. Get ’em interested in a special campaign for your town with the slogan, “In These ‘Modern Times,’ It’s Better To Drive Slowly—Than To Be Slowly Driven Away!” to be used on banners, windshield stickers and traffic signs all over town. Try to interest the newspaper’s management in the idea of a special drive based on the previous paragraph. Statements by officials of city and state will lend authenticity to the drive and your picture name will blanket the town! (You might even contribute toward cost of banner and sign campaign in consideration of the probable resulting gross!) AUTO PARADE You guessed it! We mean Charlie Chaplin’s million dollar shoes! They’re known the world over for their association with the famous pantomimist and you can capitalize on their fame by gilding an old, worn pair of black shoes and setting them up on a black, velvet-covered stand in your lobby with copy similar to: “These Million Dollar Shoes Are Like (in very small letters) Charlie Chaplin’s in ‘Modern Times,’ coming to this theatre.” INQUIRING REPORTER Here’s a poser for the use of your local newspaper’s inquiring reporter on his rounds around town: “Are the domestic arrange¬ ments of Modern Times more conducive to a happy life than those of former days?” It ties in with your picture! -1 TYPE CHAPLIN This newspaper con¬ test should appeal to everyone who owns a typewriter or uses one. Contestants are required to submit typed figures of Charlie Chaplin, similar to illustration (at right), which has been prepared for you in mat form for planting in newspapers along with the contest. (Ask for 2-Col. Mat No. 19—20c; Cut—50c.) Besides the typed illus¬ tration, paper should also carry figures of Charlie Chaplin, taken from stills, to afford contestants variety in their answers. You can tie up with the local typewriter store for main prizes with runners- up getting ducats to “MODERN TIMES” There is such a tremendous difference between the automobiles first manufactured in 1903 and the modern streamlined product that most people would be amused if not actually astounded at the difference. By working with the distributors of several different makes in your territory, you can get their cooperation for an auto parade that should reach the proportions of a formal exposition. Each manufacturer supplies both the old and new models of his car, with you supplying overhead signs for the cars with copy like: “Buick of 1910” and “Buick of ‘Modern Times,’ as up-to-the-minute as Charlie Chaplin in ‘Modern Times’ at the Rivoli Theatre.” The parade should prove swell photo and copy material for the paper and a small party for the newspapermen, either before or after the parade, wouldn’t go amiss. NEWS HEADLINES An interesting and attractive lobby display can be constructed of news¬ paper headlines dating from 1913 to “MODERN TIMES.” You can get these easily enough from the morgue of the local newspaper, the manage¬ ment of which should cooperate with you in the matter of procuring extra copies or photostats for your display. Get papers with headlines that will bring back memories of noted world events and also some with a local angle which should strike home. Arrange heads on large display piece, with date line clearly visible. At the top of the piece, set sign reading: “Headlines From 1913 to MODERN TIMES” Get in your own plug by displaying ad material around display piece.