The Gaucho (United Artists) (1927)

Order GA -14 (M at 30 c; Cut $1). Actual size of four-column cut or mat is 8 inches wide x 2/z inches deep. WHICH IS WHICH? ATTENTION, PLEASE! HABERDASHER A SK this question in your newspaper: > "WHAT DO ANY OF THESE HAVE IN COMMON? Douglas Fairbanks—Calvin Coolidge Cowboy—Charles Lindbergh Thomas Edison—Fannie Hurst * Tree—Babe Ruth Deer—Gaucho Maniac—Pencil Magazine—Ruler The following day, run a story stating that a Gaucho is a South American cowboy and that Douglas Fairbanks appears as The Gaucho at the Rialto. The catch in this questionnaire is that only a cowboy and Douglas Fairbanks have anything in common. LOBBY DISPLAY A N attractive lobby dislay can be ar- *■ ranged with steer heads and imitation bolas (the weapon Fairbanks features in the picture.) Hang heads on hooks from the walls and drape bolas from the horns. The bolas can be made either of rope or leather, preferably the latter; an ordinary handle is attached to the shortest of the three thongs, and at the end of the other two are hard rubber balls covered with hide. Attrac¬ tive effects can be had by using a number of these imitation bolas and arranging them in an overhead network. See picture of bolas in ad. No. GAD-20. Over your box office window hang a paper mache steer head. Remove the blades from a large electric fan and attach the head to the fan’s hub. Have fan revolve as slowly as possible. The effect can be varied by attaching one or two bolas so that the balls and handles fly outward when the cur¬ rent is on. Colored lights in the head of the steer in place of eyes will enhance its in¬ terest. A revolving object is an infallible selling device. F OR a prominent sporting goods establish¬ ment or boy scout’s furnisher, prepare a window display like that outlined be¬ low, making sure, of course, to insert a card with information about the picture: "The Outfit of a Gaucho. See the Real Thing in 'Douglas Fairbanks as The Gaucho’ at the Rialto!” Show the regular saddle (recado) of a South American cowboy, with its two long bolsters of stiff, canelike reed covered with leather; a colored poncho and a chiripa, or shawl-like poncho, a pair of untamed horse- hide boots (botes de potro); a broad belt with pockets (tirador) and covered with silver coins; a pair of flowing trousers (bom- bachos) ; a long knife, a bolas and a lariat. In addition, scatter stills from the picture about the window. You Can’t Miss It Place a three-sheet "cast” in a store window (or in your lobby) during the week preceding your opening. No one in the world is going to pass it by! Get names from telephone book. M AKE a cutout of one of the posters that shows a life-size figure of Fair¬ banks dressed as a Gaucho. Place this in an exclusive haberdasher’s window along with a display of modern American cloth¬ ing. Draw a comparison in your copy. LEATHER I HE South American gauchos are expert leather workers. Arrange a display of specimens of their work in a novelty store, one specializing in leather goods. Through Argentine or Uraguay consular offices, you should be able to locate such material. GOOFUS BIRDS O you know what a Goof us Bird is? Neither does anyone else—but they’d like to know! Here’s the way to educate them: Secure a window in a store near the the¬ atre. Dress it to represent a mountainous ranch. Get about a dozen white chickens and spot and stripe them with every con¬ ceivable color of paint. The wilder they look the better. Scatter bowls of tamales and other "hot” food around. If you’d rather use futuristic cardboard chickens, it might look even better. A big placard, somewhat as follows, will tie the Goof us Birds up with your picture: "These Rare Specimens of the South American GOOFUS BIRD Have Been Imported at Great Expense by The Rialto Theatre In Conjunction With Next Week’s Feature "DOUGLAS FAIRBANKS as THE GAUCHO” Don't Miss It!