A Child Is Born (Warner Bros.) (1939)

LOCAL ‘BABY WEEK’ PROMOTION Winechell’s Column Walter Winchell’s column of Thursday, August 31, in the N. Y. Daily Mirror, was devoted solely to babies with a prominent plug for ‘*A Child Is Born.” Use for lobby blow-up or as herald with playdate on reverse side. Loealites’ Kid Fotos Might get baby photographs of prominent locals for newspaper contest. Contestants identify by clues given in the caption for each. (See movie star contest on page 11). Healthiest Baby Contest Tie up with the local 4-H club, nursing home, foundling organization, ete., to find the healthiest baby in town. Judging can be done in your theatre lobby. Arrange for newspaper coverage of the competition. Best Knitwear Show Knitting shoppe or department store may tie in on special promotion of infant wear. Prizes are offered for the best knitting job — baby bootees, sweaters, or afghans. Exhibit in lobby and in window of store. ASK THE FATHERS Jeffrey Lynn is forced to face this perplexing problem in the picture:—His wife is about to have a baby but the doctor will only be able to save one of them. Which does he want to have — his wife or his child? Ask the men for their opinions on this (1) as they leave the theatre via cards, (2) inquiring reporter, (3) Man-inthe-street broadcast. (Another question for the man-in-the-street broadcast might be: What do you think of the proposed new legislation requiring couples intending to be married to show that they have taken out some kind of insurance assuring a certain amount of education for their future offspring?) On this page you will find a number of ideas ealculated to put across your citywide “Baby Week.” First, have your mayor proclaim the holiday to last a week. Then, working with Chamber of Commerce, newspaper, health and civie officials, line up all your merchants for aid with contests, displays, gifts, advertising. ete. Below is suggested layout for cooperative ad page with which to set off the activity. and needs so man When life begins, congratulations are in bout getting those ‘little’ things for b t is a gift... or a complete layette... The Best 46 v9 On The Screen Thing In Life A CHILD iS BORN shAen THEATRE staring GERALDINE FITZGERALD cLapys GEORGE JEFFREY LYNN Byington A WARNER BROS. PICTURE Contact your merchants: gift shoppe. laundry, furniture store, milk company, ete., to take space on this cooperative ad page putting across the loeal “Baby Week.” Feature of the page is the “Baby Announcements” in the center which offers congratulations to those proud parents to whom “A Child Is Born” during the week. Use this co-op ad idea on reverse side of herald to defray cost (see page 20). Foreign Baby Clothes Display Arrange with local department stores, children’s shops, possibly museums, etc., to arrange a display of baby clothes of different races and countries. Display can be set up in both your lobby and in store window. Exchange advertising makes this a stunt of mutual benefit. Most Popular Given Names? Conduct a poll to determine which names are most popular and most often given to new-born babes. Set up a ballot box in a conspicuous spot in your lobby and supply passersby with cards for them to fill out and drop in the box. Tabulate results on a large scoreboard. See what you can do with ‘Geraldine’ and ‘Jeffrey.’ [7] Birth Announcements Read the “birth anouncement”’ column of your local newspaper and award guest tickets to the proud father. (Of course, we don’t expect the mother to be able to make it). Also see ‘birth announcement’ idea in co-op ad page at left. Our Pops-to-be Arrange with the editor of the local paper to station a reporter for a day or two outside the maternity ward of the local hospital to interview the prospective fathers; chances are some very interesting photos can be made, too. Benefit for Needy Babies Might make some kind of a gesture, perhaps a benefit, for the charitable organization which provides for babies of the poor, or for day nurseries for babies of factory women, etc. Invite governing board of this organization to hold their meeting in your theatre prior to special screening. "HOWLING SUCCESS" Robert C. Sidman at the Senate Theatre in Harrisburg, Pa., called this stunt a “howling success." He arranged a special luncheon for babies at a leading hotel with the feminine star of his current picture acting as hostess, by proxy. Members of the Visiting Nurse's Association were on hand to see that everything was all right and a pianist played lullabies. If you can extend yourself on this idea, it would please mothers very much if lunch was served to them also. Perhaps entire idea can be staged in cooperation with local civic club. Be sure local papers cover this for feature story and news pictures.