Of Mice and Men (United Artists) (1939)

CASH EN ON THE PRESTIGE disptay **yretMt wnnwnents irawn tB grcBBt baak** Exploit the tremendous appeal of stark drama—simply told—by setting up a lobby dis¬ play based on the theme: “Great Moments From a Great Story.” Idea is to take high spots from John Steinbeck’s powerful novel and use his simple, beautiful prose to caption stills from your show which illustrate the scenes involved. The display has direct selling appeal lo all groups of fans! Following are numbers of stills to use, with Steinbeck captions to fit: Still No. P-37: “Candy sat on the edge of his bunk ... He said miserably, ‘You seen what they did to my dog tonight? When they can me here I wisht somebody’d shoot me’.” • Still No. P-86: “. Someday—we’re gonna get the jack together and we’re gonna have a little house and a couple of acres an’ a cow and some pigs and—’ . . . ‘An live off the fatta the Ian,' Lennie shouted.” Still No. H-73: ‘“I think you’re nuts,’ she said. ‘No I ain’t,’ Lennie explained earnestly. ‘George says I ain’t. I like to pet nice things with my fingers, sof’ things.’ ” Still No. P-8: “George stood still, watching the angry little man. He said insultingly, ‘She said— she said she was lookin’ for you.’ ” exploit through literury groups, u?ownen*s clubs, etc. Outstanding position of John Steinbeck—as unqualifiedly the leading American novelist of today—gives your showmanship cam¬ paign on the first film version of his work a highly important ex¬ ploitation angle. Steinbeck’s name today is a household word in every section of the country—is an asset exploitable that means high-profit returns for your showing of “Of Mice and Men.” Fol¬ low through—and cash in—along these lines: • WOMEN’S CLUB PROGRAMS Arrange with local club leaders for special Steinbeck programs tying in with your show—thi’ough announcements, endorsements, special mailings, talks and readings on Steinbeck. LITERARY GROUPS In cooperation with leading literary lights in your town, arrange for special programs and lectures on Steinbeck and your show as a film version of one of most important books. Steinbeck Clubs have been formed in many towns. Join with them and other literary societies sponsoring the event for wide promotion and publicity campaigns. SPECIAL MAILING Join with booksellers, book clubs and interested social organiza¬ tions in developing important mailings on Steinbeck and “Of Mice and Men.” The book-and-screen heralds prepared for you—free— by Garden City Publishing Co. (see tieup section of this press book) are typical of this approach, which can be widened to your advantage. Go to town on the Steinbeck angle—getting bigger ever day— for top box-office and prestige-building results! ★ GET FANS WRITING ABOUT STEINBECK Terrific popularity of John Steinbeck, plus the con¬ stant publicity and controversy about him and his work, go to make your show a great bet for an impor¬ tant newspaper symposium or essay contest on some such topic as: “Does Steinbeck Tell the Truth?” or “Are Steinbeck’s Works True to Life?” Promotion could take in all of the author’s work, with jump-off for the comment based on your showing of “Of Mice and Men,” then going on to other important books he has written. Sponsor the stunt through a “Steinbeck Committee” composed of leading literary lights, or through a local book club, and arrange to have the articles done by important critics and men of letters. Join with the editor in complete publicity and promo¬ tion campaigns on the symposium. You’ve got the makings of a stunt that can rock the town—because Steinbeck is news! Page Four