The Devil to Pay (United Artists) (1930)

WINNING COMPLETE AUDI£ CAMPAIGN SAMUEL qOLDWYN RONALD COLMAN Played by an all star cast. Directed by George Fitzmaurice from Frederick Lons¬ dale's screen play. Adapted by Sidney Howard. iDAiDtVIl TO PAY. Playboy of the smart set . . . with¬ out a care in the world . . . irre¬ pressible. gay, charming . . . this audacious adventurer was a man among men and a lion with wo¬ men. Entirely different . . . enter¬ tainment as delightful and invigor¬ ating as a day at the Riviera. Screendom's smartest player in the season's smartest play. II with LoWTTAYOUNq 3 —Two Col. Ad (Mat 10c; Cur 50c) Town Wide Fashion Show For Men The many correctly smart costumes worn by Ronald Colman in “The Devil To Pay’’ suggests a store tie-up and contest with a leading clothing store on “What the Well Dressed Man Should Wear." If you make this exclusive with one store, select one that can make a complete display of men’s wear—sport suits, business suits, morning wear, tail coat and Tuxedo. Include overcoats in season, and all accessories proper for each occa¬ sion, such as shirts, ties, collars, shoes, socks, hats, gloves and sticks. When you have your store tie-up arranged, start a contest on the same subject, the store to offer prizes and the theatre to give tickets for the best and most nearly correct articles on “Men’s Proper Wear For All Occasions.” For a throwaway advertising this feature of your Fash¬ ion Week, get from a clothing store a chart show¬ ing all the details of proper wear for all occasions. Use this information for one side of the throw¬ away—first, taking out some of the items and sub¬ stituting a question mark (?). For a heading use copy like this: “Can You Dress Yourself?” and underneath in very small type “(Properly for All Occasions?)” On the opposite side of the throwaway explain the contest, announce your prizes on the upper half and on lower make your presentation of the picture and date. Have these wrapped in every bundle sent out by the store you tie up with. See also suggestions in the adjoining column “For Women.” A combination men’s and women’s fashion show will make an appealing nov¬ elty. A Ronald Colman likeness contest could be staged with this, making a big evening. IDEAS THAT CLICK For JVonten Set in a society atmosphere, the women char¬ acters in “The Devil To Pay”—from Loretta Young to the extra people in the ball room scene— wear smart clothes appropriate for the particular occasion throughout the picture. Stills available in your sets of 30 and 20 show off these creations to fine advantage. This suggests not only various fashion window tie-ups, but a fashion week and show—always an attraction. Window displays, mannequins in the stores and in your theatre, displaying the latest styles: special advertising and publicity, essay tests and style idea contests, can be arranged witn prizes from both the store, or stores, and your theatre. Give a prize to the girl who wears a cos¬ tume most nearly resembling that of Loretta Young in any selected scene. A department store that handles both women’s and men’s wear, could make an extraordinarily attractive double window display of men’s and women’s costumes for all occasions. There is also the regular fashion show angle to be held at your theatre, with various stores supplying costumes to their own entrants, or to volunteer entries in the contest. On such an occasion, if you have girl ushers, have them wear evening * gowns. If you do not make a one-store tie-up for the week, enlist as many women’s ar.d men’s wear stores as you can, and have the newspaper solicit for a co-operative double page spread ad. Large space users will get their usual break, and the smaller shops will profit by being included in an exclusive feature spread. The title can be worked in nicely by stressing the “importance of cotrA^.. wear,” or there will be “The Devil To Pay,” etc. Get over the smartness and the modern flavor of the story— and play to packed houses. Your newspaper is always in the market for a good circulation builder. These interest¬ ing topics for essay con¬ tests tying up with the star and the picture provide them with the material they are seeking. Offer tickets to the winners in the name of the newspaper. Use your program to help put over the contests. ESSAY CONTESTS "If you were a poor man, and honestly loved a wealthy girl who was fond of you—would you ask her to marry you?” "If you were a wealthy girl, would you take the risk of marrying a poor man who said he loved you?” "Tell a story from real life of a wealthy girl and a poor man, who married and lived happily.” "Did you ever have to 'put up a front’ when broke—and how did you do it?” "If you had your choice, which would you rather be—a sober, industrious citizen, whose life never varied from day to day, but who never suffered poverty or hardship—or, a happy-go-lucky, devil-may-care, lovable chap, who though sometimes flush, and sometimes broke, lived a full life?” "In how many pictures have you seen Ronald Colman? Which did you like best, and why?” "Should a man ever be judged by his clothes?” PROGRAM COPY admirers, and amaze them with Ronald Colman, as the star in Frederick Lonsdale’s sophisticated smart com¬ edy-drama, “The Devil To Pay,” appears in a role that will delight his millions of versatility of his genius. To his repressed characterization of the sightless hero in “The Dark Angel,” the grim courage of his “Bulldog Drummond,” the artful resourcefulness of his “Raffles,” and the many romantic parts that have made him the best loved lover on the screen, Ronald Colman adds a far different role. Here he plays a happy-go-lucky prodigal son who, after a year or two in Africa, where his father has sent him to “make something of himself,” he hungers for the lights and delights of London, and returns—broke, but undaunted. The disgusted parent threatens him with disinheritance. Never having been in love, the audacious hero decides to marry for money. His recklessness: his headlong love-making (when he meets THE Girl) ; an already accepted rival, and the ambitions of two purse- proud fathers, are spicy ingredients in a swiftly moving plot, told in witty dialogue. Brisk, smart and sophisticated, in settings that are as rich as the high society locale, “The Devil To Pay” presents a new Ronald Colman in entrancing entertainment. • 1 Sophisticated ! Modern ! Gay ! [CTlAlDCOiniAH 5AMU£L QOLOWYN Devil TO PAY ' LORETTA YOUNQ A departure . . . something new in pictures. Gay dev¬ ilment . . . smart sophistication . . . delightful romance. Ronald Colman in a smart role in his smartest picture. The most up-to- the-minute enter¬ tainment of the 5 —One Col. Ad (Mat 05c; Cut 30c) CATCHLINES As a love story, “The Devil To Pay” is well worthy of the best-loved lover of the talking screen. Five minutes after Ronald Colman’s first appearance you will be all for him. If your wishes could help him, he’d win the fortune—the girl—and a lifetime of happiness. No more fascinating tale of love ever depicted by book, stage, or screen. Ronald Colman in a new role of virile manhood—with a gracious, smiling suavity, that will add to his already enormous prestige. The talking screen’s most—magnetic personality, fascinating lover, devil-may- care hero, best loved-lover. The diverting drama of the love quest of a prodigal son. He spent his last penny on a dog—and a girl; and the dog proved faithfai-' He was nearly broke, so he bought a dog, and took a dancer to dinner. The talking screen’s most accomplished star, in a role specially written for him by that past master of smart, sophisticated comedy—Frederick Lonsdale. A Ronald Colman—handome, suave, devil-may-care—whom you have never seen before in such a complete adventure in love! A prodigal son—disinherited, broke—he had never loved, and decided to marry for money. And THEN he met a GIRL! Never having been in love, he decides to marrry for money. Cupid takes a hand, and there’s “The Devil To Pay.” Happy-go-lucky, devil-may-care, the stony broke prodigal finds there's the “Devil To Pay,”—and pays him. High Hat Manners—Sophisticated Faces—Smart, Swanky People in All Sorts of Places. Prodigal, Broke, but Cheerful, decides to Wed for Money, Meets the One Woman—Life’s No Longer Funny. Wins the Girl, to Lose Her, Rival in the Way—What a Merry Mix-up—with the “Devil To Pay!” The talking screen’s most accomplished actor in a new role that reveals his astounding versatility ... A cheerful, audacious, stony broke prodigal son, who, bent on marrying for money, finds himself in Love—then there’s “The Devil To Pay.” The talking screen’s most accomplished, and best loved star ... in a sophisticated role that reveals his amazing versatility. A true love story—fascinating beyond belief—between a prodigal son and an < ambitious heiress—told in a plot of rapid and dramatic action, replet^f with witty dialogue and surprising situations, in the smartest of settings.