The Devil to Pay (United Artists) (1930)

■k Sparkling Showmanship for a Sparkling Picture AND the World’s Most Brilliant STAR MARQUEE and LOBBY DISPLAYS Smart Silhouettes In the New York campaign for the $2.00 top run of “The Devil To Pay” silhouettes were used as illustrations in the ads. The effect was quite unusual and very smart. Similarly commanding displays can be made up for your lobby. Prepare silhouettes of a high hatted socialite, two fash¬ ionably dressed women and a bounding dog (as shown in the illustration at the left) and affix it to either side of your lobby. Arrange similar exhibits in front of your theatre and in the win¬ dows of merchants tying up with your showing. The figures shown in your theatre should be life- size, those in the stores miniature models. Max¬ imum effects can be attained with these silhouettes by mounting them on thin layers of wood cut to the outline of the figures with a scroll saw. Paint the top and edges of the wood cut-outs in con¬ trasting colors, and mount the whole of them on a painted compo board background. The lettering can be set off in high relief through the same process. Ronald colman The paper prepared for ycur use on “The Devil To Pay” permits the making of a variety of marquee and lobby exhibits which are certain to Attract the attention and stimulate the interest of passersby. # The animated figures in the twenty-four sheet are perfect for a marquee display at either side of your theatre front. At the base of a skeleton frame work set a cut-out of the couple. Above place silhouettes of the pair on a diagonal line so as to effect the arrangement shown in the panel at the lower right. The silhouettes are to be mounted on scrim in back of which are lights. Light up each of the silhouettes from the highest to the lowest in succession to give the illusion of a de¬ scent. Then throw a spot on the cut-out from the twenty-four. Repeat this intermittently. It is an unescapable eye-catcher. A similar attention-getter can be made up with the use of this cut-out by placing it at the base of a frame-work running up to the theatre wall. In the frame work wire lights and fix it so that the topmost bulbs light first, then those below them and so on till they reach the cut-out at which ^ime the spot is focussed on the illustration. The arrangement should be so handled as to give the impression of speed such as is achieved in a cartoon through straight lines drawn back of the wheels of an automobile or runner. This idea is illustrated at the right. Lobby Displays A child’s chute, or slide, obtained from a toy store or department store, can be set up in the lobby. Fix at the top, as though just starting to slide down, two large dolls, dressed to represent Ronald Colman and Loretta Young as shown in Still No. 60. Put a small glass wall case on a ped¬ estal; line the back with velvet. Pin to it a check read¬ ing "Pay to the order of Willie Leeland £5,000 . . . (signed by) Dorothy Hope." Underneath a type¬ written card, read¬ ing "He sent her check to his rival — and there was "The Devil to Pay." The Smartest of all Modern Comedies! THE DCVILTOPAY" LORETTA YOUNG A delight for up-to-the-minute audi¬ ences—from the pen of Broadway's favorite author—Frederick Lonsdale. THE MAN A DOG BLACKMAILED! The pup insisted! "It's nothing but blackmail, old fellow, but I'm going to buy you—" so he spent his last shill¬ ing for the dog with the pleading eyes. You'll enjoy yourself thor¬ oughly watching the adventures of this devil-may-care vagabond in dress clothes whose gay escapades were the talk of the town. Here is romance unlike anything you've ever seen. 4 —Two Col. Ad (Mat 10c; Cur 50c) « 5 k* will, LOIXETTA 'lOUNCj UNITFD AWim PICTURE- The ultra-smart ro¬ mance of a vagabond aristocrat! He never took things seriously,- spent money like holiday, took his loves lightly till he lost his heart to the one girl he determined he’d More unusual than _ trip to Mars,■ more intrigu- ' ing than a continental flirtation; more audacious than a coquette’s smile. Here is high comedy told in the grand manner. 6 —One Col. Ad (Mat 05 c; Cut 30 c) AT THE BOX-OFFICE Colman Biography The life-story of Ronald Colman is as thrilling and inter¬ esting as any of the pictures in which he has starred. This popular favorite fought in the World War, came to the U. S. without funds to seek fame and fortune, played leads on Broad¬ way, gambled all to be a picture favorite and scored in his first film, “The White Sister” starring Lillian Gish. This serial story is in five installments each of which runs about a thousand words. Here is the authentic biography of screendom’s outstanding romantic star. Get your paper to play it up big with photos of Colman and scenes from his latest picture. Mimeographed copies of this feature are avail¬ able at United Artists exchanges FREE OF CHARGE. PLAYWRITING CONTEST Arrange a playwriting contest with the co-operation of your favorite evening paper. Keep it simple. Have the announce¬ ment run on the motion picture page, and let the motion pic¬ ture editor, a society woman, and yourself, act as judges. Make your own rules, and arrangements for prizes. The Contest: “The hero, son of a wealthy father, is a young man who has never been in love. Broke, and in disgrace at home, he decides to marry for money. He is a happy-go-lucky, hand¬ some, lovable chap. He falls in love with a girl and forgets money. To please an ambitious father, the girl has become engaged to a needy, but titled foreigner. She returns the hero’s affection, but both are threatend with disinheritance by their respective fathers, if they marry each other. In the hero’s past is an actress of whom the girl is so jealous she threatens to give him up if the hero even says goodby to her. Does he see her, and what are the consequences? Does the hero dispose of the rival, and how? Does he win the girl and the fathers’ consent? Work out the plot and the story to a satisfactory ending and submit your solution in synopsis form in not more than 500 words. For the best solution submitted, etc.” WINDOW TIE-UPS AUTOS .63 BAKERY STORES .19, 20 BEAUTY PARLORS. .38, 41, 53,,77 BLANKETS. 68 BOOK STORES . 17 CARPETS 8 RUGS.32, 60 CHINA WARE .17, 19, 20, 77 COSTUMERS .82 DAIRIES.19, 20 FLORISTS. 19, 38, 60 77 FURS . 19, 25, 32, 55, 63 GIFTS .33 GLASSWARE .19, 20, 77 GROCERIES .19, 20, 68 HAND BAGS. 33, 63, 68 INTERIOR DECORATORS, 6, 32, 53, 77 JEWELERS .6, 7, 80 LAMPS . 17, 76, 77, 80 LEATHER GOODS. .28, 31, 32, 35 MAIDS’ UNIFORMS .76 You Are Cordially Invited to Attend the Opening Performance of RONALD COLMAN in “The Devil To Pay’’ A Sophisticated Comedy-Drama by Frederick Lonsdale With Loretta Young and a Distinguished Cast No Advance in Prices SOCIETY OPENING Mail invitations to a carefully selected list. Use a large baronial size card and envelope. The hat, stick, and gloves cut shown on’ pages 2 and 3 can be placed at top of printed invitation, or at the lower left side. Copy might read as in box at left. Page Three