3 Men on a Horse (Warner Bros.) (1936)

GENERAL SELLING SLANTS TELLING THE SPORTING WORLD The sport fans will be anxious to see this picture, because they especially will appreciate its humor. With all the talk about nags and betting, they'll be glad to know you’re showing the film. We’d advise you to reach them, so we’ve suggested a few inexpensive ways of telling them. Look ’em over and take your pick: TELEPHONE THE FANS If you can obtain lists of members of athletic clubs, hunting and fishing groups, or of the racing fraternity, your telephone will bring you plenty of extra patronage. Call them and tell ’em that Mr. Khayyam won because Equipoise was disqualified— by now, they want to know what it’s all about... and you explain by plugging your theatre and the picture. SNIPE THE TRACKS Of course, you’ll use plenty of posters and window cards in the vicinity of the race track, football fields, and the sporting arenas. But don’t forget to have some special signs along all approaches to the Theatre. They might read: “Four Miles to the Best Bet of the Film Year — ‘Three Men on a Horse’ — at the Strand Theatre — Now.” CO-OP DAIRY CONTEST About two weeks before opening, get local dairy to run ad announcing contest in connection with picture. Health angle — that is, healthy to see film and healthy to drink milk — should be played up in ad copy. But here’s the contest: imprint eight different types of bottle tops — seven of which have the name of one of the members of the cast, the eighth showing the picture’s coat-of-arms (three men on a hobby horse). Lucky ones who get a complete set of bottle tops win ducats. Limit number of ‘hobby-horse’ caps, thus cutting down the passes you’ll have to issue. Of course, theatre lobby and streamers on milk wagon help you put over contest without much cost. K PREVIEW FOR CRITICS Need we remind you of the great success of the play? And coast previews claim the picture is even better. So don’t be afraid to go wide open on a special preview for critics and. commentators. It'll give ’em a chance to give your show a little advance plugging — and they’ll surely give you quotes for ads, lobby and radio spot announcements. Might invite celebrities too — you know, the ones whose pictures and quotes will break the dailies. Page Fourteen TELL THE RACE ENTHUSIASTS Tie up with local distributor to have heralds inserted in racing papers and stickers placed in dope sheets. A few ducats distributed in the right places will bring in the race fans. WIN THE FOOTBALL FANS Between halves at football games, and other sports events, use an acrobatic bally by getting three good athletes to do circus stunts on a horse. It’s a time-tested method and creates real interest. Horse, of-course, wears an advertising banner. CONTACT HANDICAPPERS Contact the handicappers on your newspapers and see if you can’t arrange to have them call their best bet of the day during the run of the show “Oiwin’s Special” or “The Three Men on a Horse Special.” USE THE BUS ANGLE Tie up with local transportation company for use of a bus. Locate it at prominent corners with man inside “doping out” races. He hands cards to spectators reading: “Your best bet—See “Three Men on a Horse” at the Strand and win a thousand laffs.” For variation he can hand out greeting cards reading: “Life is real, life is earnest, Troubles come-to us of course But they all will be forgotten Seeing “Three Men on a Horse.” Of course you’ll know how to prepare your bus banners. 4 BUS RIDERS PICK NAGS In film, Frank McHugh, as the demon horse-picker, can dope out the ponies on the bus as he goes to his toil. Which is your cue to see if local traction company is in a mood to lend you several bus seats for a lobby stunt. Theory is that folks are invited to sit down and figure out the races (Form, which is taken from newsPapers is handed to them). They drop their choice into a box, and lists are checked at end of day, with tickets awarded to those who make the best showing for the day’s races. 4 CLASSIFIED AD SLANTS If you’re in the habit of using newspaper classified ads and personal column teasers as part of your campaign, here are a couple which aren’t overly long and which should fit in very nicely with your budget plans: 1. LOST — Somewhere between .......... Park (race track) and ............ (name of town) a thoroughbred race horse answering to name of Mr. Khayyam. Finder return to Oiwin Trowbridge — Strand Theatre and receive liberal reward. 2. HORSE RACING FANS — Don’t pick your winners haphazardly. Use the Oiwin Trowbridge system. See “Three Men on a Horse” at the Strand Theatre for the lowdown. _ 3. MARGE-—I know you’ve got plenty of trouble with an old grouch like Bill. Why don’t you take him to see “Three Men on a Horse” and prime his laugh carburetor? 4. JOE — If you're tired of seeing a sour puss, take her to see “Three Men on a Horse” at the Strand Theatre. She may laugh herself sick but she’ll be still smiling in the morning. 5. Thanksgiving and Christmas cards written to your order. And other 4 stuff, too. Call Oiwin Trowbridge — Strand Theatre. 4 SPOT POSTER CUTOUTS From the 24-Sheet From the 6-Sheet We don’t mind telling you that the poster illustrations are great and lend themselves perfectly as cutouts for displaying out front, setpieces and wall art in lobby. All your artist has to do is to varnish them and spot them on beaverboard backing for a really inexpensive bit of art work.