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They’ll Gaze at the GAZETTE with Glee! —and proceed to your show pronto! THE BOWERY and The Police Gazette are synonymous. Here’s The Bowery Gazette, in which the old Bowery greets the new. Four pages, and every square inch packed with laughs. Printed regular Gazette size on the familiar pink stock and with provision made for dropping in 3 column press book mat with theatre slug and play dates on an inside page. One theatre circuit used 600,000 of these tabloids as the big punch in their national campaign on THE BOWERY. It is by far the most unusual newspaper style advertising piece to come your way in many a day. A “natural” sums it up in a word. Illustrations, other than stills from the production, are actual reproductions of old time prints. Right here is as good a place as any to remind you to work copies of the original Police Gazette (still published) into your theatre front display. THE BOY A MAN -THE MAN A BOY Swipes, the newsboy, waif of the slums, wise in the wily ways of men before his time. "Chuck" Connors, Bowery big shot, "Mayor of Chinatown", beneath his blustering boasts a grinning boy at heart. Pals through thick and 1 in good times and in bad. JOSEPH M, SCHENCK and DARRYL F. ZANUCK w/mm IH ®H®[M Eoira FAY WRAY PERT KELT0N Directed by RAOUL WALSH Rehosed thru UNITED ARTISTS 12—Three Col. Ad (Mat .15; Cut .60) WALLACE BEERy - GEORGE RAFT &. JACKIE COOPER in "THE BOWER.9" AZO ,H CENTUR9 PRODUCTION 8—Two Col. Cartoon (Mat .10; Cut .40) Set This Slang Contest Even American slanguage changes — and that gives you a grand chance for a contest in conjunction with your local newspaper. According to the writers of “The Bowery” (see special story in story section) slang words have a comparatively short life and are succeeded by new ones. Get an old-timer to help you compile a list of slang words of the Bowery era, and run a contest to see who can list most accurately the modern version of those words. For instance, spondulix meaning money is now geetus or potatoes; 23 skiddoo has become take the air; scram has succeeded go roll your hoop; haywire is the modern version of on the blink; oh, you kid is now translated as hi baby; let’s sashay is now let’s struggle; beat it has been changed to on the lam; a breadbasket is now an elly-bay; pugs are palookas; fly the coop is take the powder, and hoodoo is a jinx. ! *^1 A great novelty throwaway featuring the old words, with blank spaces for the new words, could be prepared by the newspaper, with an ad for your theatre and the newspaper on the back. a CHAMP TO ONE • . • a CHUMP TO THE OTHER To Swipes, the news¬ boy, "Chuck" Connors was the Bowery’s big shot. To Steve Brodie, he was just small time. But it was all in fun(oh, yeah?), and when it came to a show-down, both came through. BOWERy UL Waicu (f/JH 16—Two Col. Ad (Mat .10; Cut .40)