Topper Returns (United Artists) (1941)

WHEN SHE KNEE’D A RIDE-SHE GOT ONE! as illustrated by Joan Blondell and Carole Landis in Hal Roach’s "TOPPER RETURNS" 1 The wreck of a cab carrying Joan Blondell and Carole Landis is bound to be slightly dis¬ astrous, but when it happens miles from no¬ where, it’s a catastrophe . .. 2 And it becomes even more serious, as Carole explains to cabby Dennis O’Keefe, when you’ve got to get to your destination soon...or lose a lot of money.Whereupon... 3 You once again employ the delightful tradition of lifting the skirt slightly above the kneecap...in this case with double ex¬ posure ... and let nature take its course. 4 Which, as Roland Young and Eddie (Rochester) Anderson attest, it does. • ^ kneeing a ride 99 —plant this pay strip 1 Joan Blondell and Carole Landis have a brand new angle for lady hitch-hikers in this rib-tickling photo strip composed of stills from “Topper Returns”, which comes through as a logical space-getting feature for any live-wire newspaper. This strip is matted six columns wide (shown here in slightly reduced size), comprising the art only—type to be set locally. The text furnished here, which gets across a swell plug for the picture, should be used verbatim. This one is a cinch for a show-selling break in the local press. Don’t fail to get it set! Order Mat No. 41B—30c; Cut—50c. SET “ECTOPLASMIC” PHOTO CONTEST Cash in on the tremendous interest in photography by arranging with a local newspaper for a novel photo contest which ties in directly with the theme and important showmanship angle of “Topper Returns”. Angle would be to offer prizes for the most novel photographs which are taken to suggest a ghostly touch or subject, with no holds barred as to tech¬ nique involved. For example, the photography editor of the local newspaper could suggest that the shots he taken with double exposures, flashes, gauze, etc.—underlining the fact that prizes will he offered for the net result. This type of contest is sure to evoke an immediate response from hundreds of readers who happen to be amateur photo fans, and in addition, the results of the con¬ test can be used as highly valuable publicity material in the newspaper and for display purposes in your lobby. Also, there is a natural spot for stills Nos. P18, P12, P6^showing Joan Blondell in various stages of disappearing and as a ghostly beauty—for use in pre-publicity on the contest. The stunt can be arranged for any number of days, as well as in advance of your opening night, so that the prize winners and best pictures can he used to fullest exploitation advantage. PRIZE FOR FUNNIEST “GHOST LAUGH” Give the “ectoplasm” angle a solid showmanship boost by arranging a “ghostly laugh contest” for some evening or evenings during the run of your showing of “Topper Returns”. Done either over the radio or on the stage of your theatre, the contest would involve prizes and guest tickets for the fans who can give out with the most authentic, chilling, fun-making ghostly laugh. If done on your theatre stage, be sure to dim the house lights when each entrant is about to do his stint. There’s a load of laughs and solid showmanship in a stunt of this sort. Page Four “TOPPER ALIBI” CONTEST The hilarious “Topper” situations—familiar to fans everywhere—provide the basis for a laugh-getting, business-getting contest plant based on the idea suggested in “What’s Your ‘Topper’ Alibi?” Using that as a possible label for the contest, arrange with either newspaper or radio contacts for the con¬ test, always keeping in mind its possible use through your lobby. Entrants should be asked to submit their best alibis for a tight situation, as suggested by these: “That lipstick was put on my face hv an ‘ectoplasm’ ”, “That pack of cards was left in my pocket by a spook”, etc., etc. There’s plenty of fun and show-selling in a stunt of this sort and it war¬ rants your immediate attention! y “ECTOPLASM” IS NEWS! Always good for newspaper comment is the pseudo-scientific background to “ectoplasm”—as it has become familiar to millions through the series of “Topper” pictures. Cash in on this great background of reader interest by planting a story with the science or feature editors of your local news¬ paper. The “ectoplasm” idea can be integrated into either of these depart¬ ments, either seriously (with reference to spiritualism) or with the dozens - of humorous angles which crop up in daily feature stories. Your best bet on ^ this is to approach the editors of the newspaper with an advance plug for the general idea, which is both interesting and provocative. Set this now, for unusual publicity results!