The Gaucho (United Artists) (1927)

EXPLOIT FOR PROFIT! BANKS TEASER IDEA SPANISH TUITION D ouglas Fairbanks as The Gaucho” revolves about a fabulously rich shine city. Strong boxes, money chests, bags of money, etc., might be fea¬ tured in local bank windows with stills from the picture. Insert a card with copy similar to: "Safeguard Your Money by Banking With Us! Safeguard Your Amusement Investment by Going To See 'Douglas Fairbanks as The Gaucho’ at the Rialto!” W HO is Salguod Sknabriaf? Watch this space and find out!” Continue using copy like that, and lead up to a final big splurge. "Salguod Sknabriaf” is simply Douglas Fairbanks spelled back¬ wards. Qet Title Over l INQUIRING GAUCHO I N cooperation with your newspaper, ap¬ point an "Inquiring Gaucho Reporter. He should roam about town, dressed ''a la Gaucho,” stopping people, snapping their photos and guessing their occupations. In his daily report to the paper, a mention of Fairbanks and the picture should be incor¬ porated. Little difficulty will be experienced in obtaining interviews as most people are eager to rush into print. The stunt should be kept as humorous as possible. (Imagine the laughs should the identity of a corset salesman be guessed.) Offer a prize to any¬ one whose occupation is guessed. Copy like the following jingle might be run each day in the paper, making sure, of course, that the necessary changes are made: THE GAUCHO WILL GET YOU IF YOU DON’T WATCH OUT! The Gaucho can guess your occupation; Today he is roaming about. He’ll be hunting for Luke, the Lawyer— If you look like Luke look out! ESSAY CONTEST T HE following announcement copy for an essay contest is self-explanatory. LOOK HERE, GIRLS! W HICH should our hero marry—an "angel” or a "madcap”? Which type of charmer will make him happier? Which does he choose? Douglas Fairbanks answers these questions in his thrilling new romantic adventure screenplay now at the Rialto, "Douglas Fair¬ banks as The Gaucho.” You can answer them too! A prize will be given to the best hundred word essay answering the three questions. Address the "Fairbanks Contest Editor.” S POT teasers like the one seen below through your newspaper in advance of the opening. The word "Gaucho” should be a part of the town’s speech before the picture is seen. A local artist might take the illustration and devise a tack card for sniping purposes. A FREE course in Spanish might be of* fered to the high school student writ¬ ing the most intelligent five hundred word review of the picture. Tie up with a newspaper and a school of languages on this idea. Circularize students with news of the contest and a herald describing "Douglas Fairbanks as The Gaucho.” CIRCULATION BUILDER I S there a "weak sister” among the local newspapers? Suggest a stunt like this to its circulation manager. Plant a man in Gaucho dress at some con¬ spicuous location, selling papers. Stick a cardboard placard next to him, reading "Somewhere in Each Bunch of 100 Papers Are Two Tickets to 'Douglas Fairbanks as The Gaucho!’ ” If the law forbids this, arrange to give portraits of Fairbanks as prizes. (Get them from your nearest United Artists exchange.) If this last is done, display an enlarged photo in your lobby, along with copy de¬ scribing the newspaper tie-up. Have the paper blanket the town with announcements about the gag. COMEDY BALLYHOO P LACE two men inside a "bull” costume. Have a third, dressed as a Gaucho, lead the other two about town. A banner attached to the back of the "Bull” might have this copy: "No Bull! 'Douglas Fairbanks as The Gaucho’ Is the Real Thing! See It at the Rialto!” DRUG STORE O BTAIN permission from some reput¬ able druggist to enclose a teaser throw-j^^” away with the following copy in all packages he sends out: PRESCRIPTION Two tickets pro seata theatorum One lookum ad "The Gaucho” Cum Douglas Fairbanks This panacea is good for all aches and pains Present at the Rialto Next Monday With (Admission Price) Shake yourself well after seeing Not for eternal use SODA FOUNTAINS G AUCHOCOLATE” can be made with milk, chocolate and a dash of mint. Serve it like a milk shake and you have the latest soda fountain special— "Gauchocolate!” V Page Four