Anthony Adverse (Warner Bros.) (1936)

EXPLOITATION Maybe you mightn’t think so, but all those funny stories, gags and punch-lines that made the rounds all over the country about the size of “Anthony Adverse” certainly helped swell the sales of the book. That’s why we’re offering you a page of stunts that cover this phase thoroughly. How many do you think you can use? AN "ADVERSE" READING BOUT It's a gag stunt but if you let editors in on the ground floor, it might have a good chance. Idea is to get several people together in a prominent place and see who can read “Anthony Adverse” in shortest length of time. PICKING LOCALE AND CONTESTANTS A store window near theatre or book-store window on main street —any place conspicuous enough to get a crowd collected. Then round up your contestants any way you please — through newspapers, your screen, or what have you. Explain that purpose of contest is to find out who can read tome most rapidly .. . . and let ‘em go to it. QUESTIONAIRE FOR PRIZES At finish of contest, fire a few questions at contestants on highlights of book. (If contest runs too long, you can restrict reading to one or two first sections of book.) One who answers most satisfactorily gets ducats, book or whatever seems to you to be logical prize — which means easiest to promote. GAG IT UP A nurse, white uniformed and efficient, will add little color to situation. Ditto for a doctor, if one can be snared. A waiting ambulance for those who weaken, food going in to contestants will heighten gay angle. BALLYING THE WINNER Don't neglect ‘fastest reader in town’ once you've found him. If you ve a mind to, spot him on air; bally with the papers—pictures, and, of course, give him a good break at your opening. MARATHON READING GAG Here’s a stunt that we think is the first of its kind — A READING MARATHON. Complete set-up below: MAN READING IN WINDOW Fellow in store window or theatre lobby can be reading copy of “Anthony Adverse.”” Sign tells folks that he’s trying to set a record by reading the entire book at one sitting. Of course, bally goes on day and night — at least until the fellow gives up. READING IN YOUR LOBBY Another angle would be to have man in lobby reading book out loud over your P. A. system. He, too, is trying for a record, and reads steadily for as long as he can. If this stunt is used, you might be able to tie up with radio station, having them air his chatter for . a few minutes every now and then. ELIMINATION. CONTEST You can make a contest out of this marathon by having it open to the public. You can either offer prizes for person who lasts longest or for one who reads the book most quickly. If you use the latter method, you'd better think up a few questions to ask the winners, just to make sure they really read the whole thing. FLOAT PLUGS FILM A float may be part of your regular exploitation theme, but whether it is or not, we'd like to suggest one featuring a blow-up of book cover. Embellish it a bit with gals dressed in 18th century fashions, handing out heralds. This might be another means of tying in with book promotion. CLASSIFIED AD TEASER Just for a gag how about inserting couple of lines in Personal column in which man advises friends and relatives that he is disappearing for two months so that he can read, in its entirety, the complete volume of ‘“‘Anthony Adverse.” Might follow this with “no need becoming a hermit just so that you can know the story of Anthony Adverse, Warner Bros. have produced a great film based on the book. It will be at the Strand starting Wednesday.”” PAGING STRAYED BOOK Another classified ad teaser. Insert, in lost and found column, copy to read as follows: “Lost: One copy, first edi tion, of Anthony Adverse from lobby of Strand theatre. Reward for return . no questions asked.” GAL READING BOOK 7 Ts aS | Pin J | | ant a Wee J ‘ You could plant a gal out front of theatre during run of picture—reading ‘Anthony Adverse.’ Sign nearby reads. . . “['m spending my vacation reading ‘Anthony Adverse’.” GAG INSCRIPTION LINES Length of book might be a reason for this one: offer ducats for most unusual inscription lines to go into front of ADVERSE book. The only one we can call to mind at the moment is the one in our copy. It goes something like this: “A happy birthday, with hopes that you finish this before your next.” FIRST ‘ADVERSE’ READER There must have been a ‘first’ in your town to have read ANTHONY ADVERSE. Anyway, you'll find someone who will claim that distinction. You can advertise for person or perhaps book store dealers might know. At any rate what we started to tell you was that that person might make for a few good paper ballys. FINDING HEAVIEST TOME Strictly a gag is ducat offer to first person bringing to theatre a novel heavier than ANTHONY ADVERSE. If you want to gag stunt still further, a lobby display of oldtime scale with Anthony > ok on one side and weight on the other might do the trick. Page Seven