The Devil Dancer (United Artists) (1927)

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X) GL -8 Spl. Silhouette Streamer A (Mat 20 Cents) Exploitation material of tremen¬ dous scope and variety fills this show¬ man’s Campaign Book! Use it! Build up to your show! Start early and plan a harvest of staggering proportions by employing every possible idea and accessory lavished upon Gilda Gray in “The Devil Dancer.” There are four pages alone of tie- ups, and there are pages of added stunts galore. Remember that every ounce of energy and every spark of enterprise put into exploitation will bring mul¬ tiple increases over the house average at the box-office. DRESS THE LOBBY Decorate the Lobby with Chinese lan¬ terns, costumes and other oriental curios and art objects. Make the ticket booth as atmospheric as possible, using Tibetan, Chinese or East Indian material. Further atmosphere might be obtained by dressing the doorman and ushers or usherettes in Chinese, Tibetan or East Indian costumes; incense and lights will add to the atmosphere. Costume a boy or man like “Kim,” or two if you like, and place in corners just at the entrance. The boy, or boys, should sit cross-legged and beat the drum mon¬ otonously just as does Kim in the picture. Tie up with a phonograph dealer for the use of one of the new phonographs in connection with a jigging doll dressed to represent Gilda’s costume. Have this in the lobby, or in a window, playing suitable selections. ADVANCE STUNTS 0 Place a fortune telling booth in the lobby one week in advance, with a girl dressed in nautch costume and looking in the crystal globe. Place a sign—“Fortunes Told Free.” When a person applies at the booth he will be presented with a seal¬ ed envelope containing a card with the following copy: “You will be lucky indeed when you see Gilda Gray in ‘The Devil Dancer’ appearing at. Theatre on. ....date.” —o— Get 100 dressy looking 5 6? 10 cent store handkerchiefs initialed “S.” Put f them in individual plain envelopes and drop near high schools, business places and factories employing lots of girls. Put in with the handkerchief this typed note: “This handkerchief belongs to Stephen, the hero who wins Gilda Gray, in The Devil Dancer.’ Return it at the. theatre next week and it will be good for one admission, if presented with this no¬ tice.” —o— Distribute teaser cards printed on flam¬ ing scarlet stock. On one side, in bloc^*. letters, fill the card with the two words^ “THE DEVIL. On the other print in same size of type the word: DANCER,” and in smaller type in the corner: “It’s Gilda Gray in The Devil Dancer’ at the ..... Theatre next week.” 7-O- Have a real wax figure made and dress¬ ed like a “Devil Dancer.” Then set in a glass enclosed cage with a sign: “I’m waiting for Gilda Gray in The Devil Dancer’ next week. If you see me make the slightest move, report me to the head usher.” This “suspense gag” was first tried at Grauman’s Egyptian theatre—and it worked like a charm. This stunt could be used either in the lobby or in some prominent show window. SILHOUETTE BALLYHOO CAR Employing the silhouette window effect in a ballyhoo car gives an add' ed punch to this popular stunt. Use the outlines of the figures at the top of this page as models. At night use lights inside the car. Page Two