Moulin Rouge (United Artists) (1934)

BEST PEOPLE SUPPORT ‘MOULIN ROUGE’ BALL Be the spark and promotional energy behind a “Moulin Rouge Ball.” Particularly good if it can be sponsored jointly with the exhibitor by some reputable civic organization like the Junior League, and presented as a benefit for any of many deserv¬ ing causes. “Moulin Rouge,” like Montmartre, carries the spontaneity, the punch and infectious champagne spirit of Parisian cameraderie. It sug¬ gests decorations grotesque and bizarre, and masks and costumes of the same mood. If the social set is properly sold on the idea, their leaders consent¬ ing to stage and enter into a French frolic with masks and costumes, will in itself prove a drawing card of great appeal. See that the preferred lists of the society editors of the papers constitute the bulk of the invitations. Try and arrange also for the papers to run advance photos of some of the more prominent guests in what they are likely to wear. The theatre connection, aside from exploiting title, can be amplified in many ways. The theatre ticket booth, or a special one set up inside the lobby, can handle tickets or reservations for the ball. Guest tickets to “Moulin Rouge,” or some subsequent attraction, can be posted among the awards drummed up for most novel costumes. A cash prize, or some beauty accessory promoted from a merchant for credit in all displays, might be awarded to the one who most nearly resembles Constance Bennett, either in her brunette tresses, or blonde. The most attractive blonde and brunette pair, or twins, might also come in for a special award. There’s no end lo what can be accomplished with Lhe glad co-operation accorded a movement for charity; that “Bowery” ball put on in New York is still bubbling over in trade papers. There are as many original slants to be added as your own local proposition gets going, as there are streets in your town. Constance Bennett, a striking blonde, is more than striking as a brunette. Here’s merchandising “meat” for beauty shops and all forms of cosmetics, presented along the blonde-or-brunette angle, and illustrated by stills of the contrasting types portrayed by Miss Bennett. The display of stills, cutout poster faces and figures, and the beauti¬ cian or preparation advertised, can lead off the copy from several angles: “You, too, can be an entirely new and different person, thru the magic of Skintite Cream, etc.” “Blonde or brunette, your hair and face problems are perfectly solved by the expert operators at the Paintee Primme Shoppe.” “Constance Bennett holds her man in ‘Moulin Rouge’ by being an ever-new, always attractive, woman! Let the Lipla Salon help you keep YOUR man, by keeping your personality at its brightest!” There should be some mention in any ad or window set¬ up, of the theatre furn¬ ishing the display pieces, and the attrac¬ tion’s play- date, of course. HOME TOWN MISS BENNETT FOUND ..for WOMEN WHO WANT TO BE DIFFERENT Every city and town has a girl, or several of them, who think, or are told by friends, that they resemble Constance Bennett—it’s a distinct type. The exhibitor can capitalize on this by seeking the Connie Bennett of Hamilton, or the “Miss Moulin Rouge.” Nominations can be made pictorially by the entrant or her friends. The lobby or a co-operating newspaper can be made a polling or ballot place to de¬ cide the winner. An alert photographer can see the possibilities of re-orders from photos taken of the am¬ bitious girls during the compaign. He might arrange a “gallery” in one corner of the inner lobby; at least he will echo the campaign in his window display. A cash prize, items from merchants who tie-in with windows and ad space, guest tickets as consolation awards, can be added to hostess privileges accorded Hamilton’s Miss “Moulin Rouge,” or Constance Bennett. A trip on such-and-such a bus line, a free day at Shady Beach, guest privileges for a day at the theatre and hotel, for herself and relatives, can build up in¬ centive for competition that will be as big as your civic pride and community spirit. Ballots for the selection can be published in the co¬ operating paper, and also given by the stores and thea¬ tre for any purchase above a set minimum, each adult admission. DRAWINGS IN HOUGE Here’s a contest idea that will fit in with your rouge tie-ups. The prizes needed won’t be expensive. Perhaps a five dollar grand prize, a few rouge compacts, and some guest tickets to the theatre. Star photos, too, are more prized than you think. Some astounding portraits or crayon impressions can be made with rouge, with its many tints, or with just a monotint. And you needn’t be an expert crafts¬ man to take a photo of Connie Bennett and chalk off or rouge out an impression or copy of this lovely blonde. Contest, conditions, closing time and prizes can he introduced to the public in newspaper advertising and circulars by the cosmetic dealer, and made a natural tie-up, by being re-echoed in special blow-ups, clippings, or a display similar to one the store will certainly get up for their window, for your lobby. You’re appealing to an intelligent class of fans, and at the same time making them Bennett-conscious and rouge-conscious, Moulin and otherwise.