The Devil to Pay (United Artists) (1930)

M GREAT Star-In A GREAT Picture Merits GREAT Showmanship! COLMAN LIKENESS CONTEST Tie up with a popular evening paper. Announce the contest, and the prizes to be given to the man who most nearly resembles Ronald Colman; with others for entrants in the order of their near likeness. Keep interest alive by a daily story, illustrated with a different por¬ trait of the star each day. Award the prizes by applause volume of your audience on your own stage. For a real novelty make a life size solar print enlargement of a portrait of the star in evening dress from a still. Mount and cut out, and pose contestants in similar costume along¬ side the cut out for the decision of your audi¬ ence. Distribute contest throwaways bearing Ronald Colman’s portrait-—liberally. SAMUEL GOLDWYN PRESENTS /] 8 — One Col. Ad Slug (Mat .05c Cut 30c) RADIO TALK Because I have a surprise for you, I am going to talk for half a minute about the importance of surprise. Our most interesting friends are those who are always doing something surprising. Surprise is one of the elements of greatest importance in the drama. And so it is with motion picture stars. True, we are often loyal to screen personalities though their every trick of speech, or expres¬ sion, or gesture is familiar—whatever their role. Then there are those who may vary their style slightly, under good direction, and lastly—their is pure genius—such as—Ronald Colman. Though he is always the Ronald Colman we-admire, he is constantly surprising us with an amazing versatility in such widely varying roles as the blind man in “The Dark Angel,” the perfect lover in many romantic plays, the grimly desperate Bulldog Drummond, and the polished, suave and artful Raffles. For Ronald Colman is not content to be merely a pleas¬ ing personality. Always he gives you the self that you love, but with each characterization he gives you some¬ thing more that comes as a surprise. His originality and versatility are inexhaustible. Because his public means everything to him, he gives you something to which you respond. You care because he cares. And now he has a happy surprise for you. As a prodigal son, broke, but devil-may-care, he is a rollicking playboy; making mad ^ love to an heiress; defying his wealthy father and hers, and his rival as well. A smart, sophisticated comedy drama in a high society setting; with surprising situa¬ tions spiced with witty dialogue, you will rave over “The Devil To Pay” by Frederick Lonsdale, famous playwright, and see an entirely different Ronald Colman in this, his latest picture which opens at the . Theatre on. -4* - * ♦ e NEWSPAPER . . . SERIAL Free “The Devil To Pay,” written by that past master of sophisticated com¬ edy drama, Frederick Lonsdale, is a particularly good subject for entertain¬ ing newspaper fiction. As author of the famous stage plays, “Spring Clean¬ ing,” “Aren’t We All?”, “The Last of Mrs. Cheney,” and others, Lonsdale always has an amusing story to tell, and tells it in a smart, witty style. For use in advance of your opening, we have had written for you an en¬ thralling newspaper serial based on “The Devil To Pay," divided into in¬ stallments, of about . words each. With so popular a star as Ron¬ ald Colman, cast in one of his most attractive roles—that of an audacious, devil-may-care prodigal son who de¬ cides to marry for money, this story will be enjoyed by every reader of the paper with which you plant it. Con¬ sidered as a circulation builder, you need not hesitate to offer it to the best paper in town. It is the best of pop¬ ular material, which, if issued by a syndicate, any editor would gladly pay for. Ask the circulation manager to boost it in advance by such copy as this—in display form: “Read 'THE DEVIL TO PAY’ serial, novelized from Ronald Colman’s latest talking picture, a smart comedy drama by Frederick Lonsdale, famous author of many brilliant stage successes, etc. You’ll enjoy every line of it. Order your paper in advance to be sure of getting every installment of this fas¬ cinating, sophisticated comedy. First installment starts, etc.” Ready for you at your nearest United Artists Exchange in mimeo¬ graph form, with newspaper heading cut as shown. Order now, and plant a week in advance of your opening. It costs you nothing. The kind of romance the whole world lives fori The kind of man men admire and envy! Adored by women! Say . . . audacious . . . carefree, utterly charming . . . who did everything wrong, but was always right in a woman's eyes. Gay devilment . . . polite improprieties . . . with nonsense by Frederick Lonsdale, famous author of "The Last of Mrs. Cheney." Made by the producer of ‘Whoopee," "Raffles" and "Bulldog Drummond." UNITED Altfim PICTURE DEVII, TO PAY LOKETTA YOUNG 2— Three Col. Ad CMat 20c; Cut 75c ) * * TEASER COPY . . . Run- the following as teasers, of¬ fering free tickets to those who cor¬ rectly complete the sentences (with the title of the play), and submit the best ten word slogan: “He spent his last penny on a dog and a dinner. Then there was-” “He sent her check to his rival, while he prepared to leave for for¬ eign parts-” A> “Stone broke, threatened with dis¬ inheritance, he fell in love, and there was-” “Even after he picked a Derby win¬ ner, this lovable playboy-’’ “He promised his sweetheart he’d never see the actress again, but he did, and-” “He is the best-loved lover on the screen; he has played a man of bull¬ dog courage; acted as a society bur¬ glar; who is he, and what vastly dif-T ferent role does he play in-’’ BALLYHOOS Engage a man to wear a full-dress regalia provided with lighting appar atus concealed under his shirt front. Spell out the title of the picture with opaque letters pasted on the under¬ side of the shirt front. When the light is lit the copy will be visible to pass¬ ers-by. Have a man in formal clothes and a high hat drive through town in a sport model racer with a fashionably dressed beauty at his side. Letter copy of the sides of the machine reading ‘We’re giving the merriest party you've ever attended at the . Theatre tonight. Come and have the fun of your life watching Ronald Col¬ man as the happy-go-lucky adventurer who turns things upside down till there’s "The Devil To Pay.” Run the star and the title in large lettering. Y Page Four