The Last of the Mohicans (United Artists) (1936)

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E X P LO I TAT I O N USE ATMOSPHERIC FRONT Spare no pains in going all out on the front for “The Last of the Mohicans” as it will pay off in increased grosses. Illustrated above is a front done to resemble Fort William Henry, which is featured in the picture. The logs are papier mache imitations, or can be executed in painted compo-board to cover the entire front. Old muskets make up the stack of guns at the right, and at the left is a cannon, which might be borrowed from a museum or his¬ torical society. Doormen and attendants should be garbed in frontiersmen’s costumes. Replicas of Colonial flags are draped over the box-office, and mounted displays and stills complete this front. Heads—You Can’t Lose! Put those old “Indian-head” nickels to work for you in getting publicity for “The Last of the Mo¬ hicans.” The head side of these old nickels is a handsome profile of Indian brave. Get a vacant store window, cover the walls with stills and your theatre playdate and credits. Then carpet the win¬ dow display box floor with as many dollars’ worth of nickels as necessary and invite the passersby to guess “How many Mohicans are in this window?” The winner can be awarded passes to see “The Last of the Mohicans.” COMMUNICATION STUNT Here’s a lobby display that combines educational interest with eye-catching appeal. Base it on the idea of “communication through the ages.” By getting in touch with your Western Union or Postal Telegraph agent you can secure both historic types of communicating instruments as well as the more modern and up to date instruments. Under each item of display place a little placard explaining the function, origin and date of the item. Properly handled this display can create widespread publicity and attention. RADIO WORKS FOR YOU! CONTEST The ending of James Fenimore Cooper’s classic, “The Last of the Mohicans,” has been a basis for controversyy ever since the book’s publication. As you probably re¬ member, at the end of the book, Alice Munro (played by Binnie Barnes), who has been wooed by both Hawkeye (played by Randolph Scott) and Major Duncan Hey¬ ward (played by Henry Wilcoxon) prefers Hawkeye. It has always been contended that a more perfect ending would be to have Alice Munro marry Major Heyward. Use this as a theme for a radio contest on a two or three minute spot between sustaining periods. As a prize for the best 150 word letters on this question you can award passes to your theatre, incidentally getting in a playdate plug for your show. Indian Music In “The Last of the Mohicans” you have the perfect cue for one of those old-time song anthologies, be¬ cause there is a whole collection of melodies in the music library on and about Indian themes. You can use this slant to tie up the local radio station on a program of Indian songs, titles like “The Indian Love Song,” “By the Waters of the Minnetonka,” “In the Land of the Sky Blue Water,” and others. Listeners can be invited to identify the tunes with guest tickets offered as a prize. Night clubs or the local hotel dance orchestra may also be induced to go for the idea as a novelty. Spot Announcements 15 SECONDS See Redskins on the warpath! See the mas¬ sacre at Fort William Henry! See “The Last of the Mohicans,” starring Randolph Scott at the .... Theatre and thrill to a great film! 20 SECONDS Vicious Indians on the warpath . . . brave frontier scouts fighting against tremendous odds, thrilling hand-to-hand battles as the .... Theatre brings Randolph Scott in “The Last of the Mohicans” to its screen starting .... Don’t miss this great film of the early American frontier days! 30 SECONDS The tom-toms beat as savage Indians take to the warpath in search of “The Last of the Mohicans,” starring Randolph Scott, which opens at the .... Theatre. Thrill to the vicious hand-to-hand fights . . . See the In¬ dians massacre the entire garrison of Fort William Henry in the greatest adventure film of all time. For special sound effects, featuring Indian tom-toms, which you can use in conjunction with these radio spots or over your public address system con¬ tact T. J. Valentino 1600 Broadway New York, N. Y. STREET STENCIL Have your artist make a sidewalk stencil in the shape of an arrow for “The Last of the Mohicans.” This is in keeping with the theme of the picture. Send a man out to “blaze a trail” to your theatre covering all of the approaches. Have him mark the stencils in daylyight so as to attract as much atten¬ tion as possible. TRAILER By using your trailer well in advance of playdate you can increase your grosses. The “Mohican” trailer con¬ tains the action and adventure highlights of the film. Don’t pass up this method of bringing in the customers. Contact your nearest branch of NATIONAL SCREEN SERVICE Page Four