A Modern Hero (Warner Bros.) (1934)

COHEN GOES FOR TWO Wolfe Cohen, COLOR NEWSPAPER ADS pilot of Winni *s Garrick Theatre, startled his staid patrons recently by bordering all his newspaper ads in brilliant red ink. Title in bold red swash letters also was conspicuous in a big way. It cost him something extra to put it over, but Wolfe had an attraction he wanted to spread on—and he went to town that way! —Use Vitaphone Trailers— OTTS GETS ATTENTION Guessing is WITH GUESSING CONTEST now a regular habit down in Rayse City, Texas. It’s all because C. J. Otts, manager of the Palace Theatre, conducts a contest a week. He dolls up a vacant store window with advance plugs and uses the window to conduct a different contest every week. The number of pins in a tray, beans in a jar, or pecans in a basket is the poser. Pencils, blanks and a box for ballots are provided. Passes go to those coming closest. C. J. re ports that there’s a crowd around the window all the time. —*“20 Millien Sweetheart” Is Coming— CHARLIE CURRAN’S Charlie Curran TELEPHONE STUNT worked a great gag when he played “I've Got Your Number” at the Fisher Theatre in Detroit. He had the phone company install a six-trunk line in his lobby. He installed a nifty blonde to handle all calls. Ads all week on the front pages of Detroit newspapers said “Call Cherry—1212 and see what happens.” At least half the town called and were treated to a swell spiel on the picture. The story received paper breaks and lots of town talk. —tLet’s Hear About Your Stunt— FRED REETHS OF WIS. The town of SheUSED OLD STANDBY boygan, Wis., looked as if it had been in a sandstorm when Fred Reeths pulled this old standby on them. Fred handed out pay envelopes filled with sand, with explanatory copy. A few grains of the “Good Luck Sand” -on the palm of the hand, then a look into a mirror, throwing the sand into the air and wishing for two nights before seeing (pic— ture)—and your wish would come true. He doesn’t know if their wishes came true, but they did come to see the picture. —Take Advantage Of Mother’s Day— DETROIT TOOK NOTICE A _ stunt with AS SCOUTS PARADED proven value is pulled by Merrill F. Hanna every year. He runs an annual Boy Scout parade and theatre party at the Hollywood, Detroit, tying in all Scout troops in the city. This year’s parade was more than a mile long and included five bands. Merrill also obtained cooperation from the local Greyhound Lines for buses to carry the musicians to and from theatre. Parade ended at the theatre with a band concert, speeches and all that goes with it. —Use the Warner Trailer— HOUSE STAFF MADE Eddie Eckles, praiseEXPLOITATION MEN agent for the Hill street Theatre in Los Angeles decided to utilize the house staff for something else beside ushering, etc. Playing a big picture recently he appointed every attache an exploitation man, giving prizes for the best campaign suggestions. Those ushers started to step, handing in 400 exploitation ideas, many of which were used. Eddie also used them to help tie-ups and the peppy lads filled hundreds of store windows with novelty displays. The winning campaign received $10, second was awarded $7.50 and third $5.00. Eddie says that it cost a couple of bucks but he got it back at the box-office. Page Four Letters to Readers An adaptation of _bestselling ‘‘A Modern Hero”’ lends itself to exploitation with book-lovers. Make sure your contacts include a personal letter to persons listed in libraries, public and circulating: Dear Friend: You will be glad to know that a film version of Louis Bromfield's "A Modern Hero" will be shown at the Strand for one week beginning Friday. This novel, which you enjoyed last year, has lost none of its realism, life, and spirit in being transferred to the screene Richard Barthelmess plays the _ starring role, supported by a cast including Jean Muir, Marjorie Rambeau, and many others. The poignant love story revealed in the course of the picture is one which you will remember a long time. ‘ Warner Bros. have faithfully followed this great story in making their film. I feel confident that I may recommend this picture to you without reservation. Come to the Strand Friday and see why it is being hailed everywhere as a new screen achievement. Sincerely yours, e's © © ec © © © e Manager Star-Hunt Puzzle Following syllables when properly put together form the last names of the twelve players appearing in ‘“‘A MODERN HERO.” Offer guest tickets to the first ten persons to send correct names of the cast to the theatre. BAR, BUR, BEAU, RIDGE, GESS, RAM, ELD, THEL, NEY, TON, MESS, DALE, GAN, RI, AUGH, TEAS. NER, TUR, HOHL, JAN, CAV, MUIR, AN, KER, For Exhibitor: The correct names are: Barthelmess, Muir, Burgess, Rambeau, Eldridge, Newton, Janney, Teasdale, Turner, Kerrigan, Cavanaugh, Hohl. Posters Make Complete Front Mount 24-sheet lettering on 18-inch tstars. Throw some flitter on this fer deine often” Use illustrated for box office piece including in this short program. F panels taken from 24-sheet. Add to this still st ons overhead piece also from large poster. For The Crossword Puzzlers TET TET EE SEESEEe 2 ae 8 © © on 8 2 ACROSS In what way? 9. Half an em. a 1. Three-word-title of film. 10. Eighteenth letter. , 12. Bachelor of Science. 11. Bird of prey. 13. Wind of China Sea. 12. Male star's last name. 14. Stolen Base. 13. The same as 12 16. Gloating exclamation. 17. Girl’s name. 18. Wateringplace. 18. Beheld. 19. The Eternal City. 21. Sixteenth letter. 20. Head covering. 23. Regretful. 21. Young salmon. 24. Lid. 22. Make an effort. 27. Also. 23. Wormlike letter. 29. Nathan abbrev. 24. Third letter. 31. Twentieth letter. 25. Drenched. 34. Kind of oven. 26. That man. 35. Windblown. 27. Toward 39. ‘ 28. Atop. 40. Refresh. 30. Your Highness. 42. Yonder, poetic. 31. Jutting rock. 44. Last name of woman star. 82. Large liquid vessel. 45. Demure. 33. Behold. 49. Upon. 35. Either. 50. That boy. 86. Latin and. 51. Mixed type. 37. Red dye of India. 38. Master of Applied Science. . Edge. 41. To spy suddenly. 43. Small devil. 45. To cover with war. 46. To bend low. 47. Horse-shoe shape. 48. Belonging to a pony. 49. Not of. 50. Upper leg joint. 52. Old form of you. 53. Not out. 54. To deserve. 55. Initiale of prominent film producers. PUZZLE AND SOLUTION ORDER MAT No. 4—30¢ — A[MJO[D JE [RIN [HIE [R/O B SMT |Y [PIX IO/OIN IES: E Wi SP DOWN On shore. One thousand. Old Testament. Coloring matter. Epistle abbrev. Ostrich. Negative. x2 oF Be nO To Horse! As a circus rider Barthelmess performs a number of difficult riding stunts. These should provide a draw in riding academies and _ stables. Plant heralds and window ecards in these spots. The ‘cavalry’ will turn out to learn some new tricks. 4 x 3 Colored positive only —Set (pos. and neg.) 3% x 4 Colored positive only —Set (pos. and neg. Order by Number N-798 NATIONAL STUDIOS, Inc. © 226 West 56th Street, New York 2-Way Suggestiom ‘© Modern Hero” drama; tizes the growth of the auto” mobile industry, from 7 early steamers to the Pit streamlined models. ar ‘ a contest to find the olde automobiles in the city. : parade with a well-banne et car in the lead, will do y° street ballyhoo work. smash display of title and three sheet cut-out as display and ad copy. Figures on