Anthony Adverse (Warner Bros.) (1936)

EXPLOITATION = aR BALLYS FASHION SHOW ON STAGE Ad = < = fe GREEN) «| ‘é a 7m). ’ ‘ \id nd ‘ If you saw film there’s no need telling you of gorgeous costumes gals wear. Which is just tip that perhaps you might run style show on stage. Best bet is to contact style expert of prominent dress shop or department store to work out plan for you. She’s wise enough to see similarity of styles of then and today. And she'll probably know where to lay her hooks on Napoleonic costumes for comparisons. On stage she takes role of narrator and explains clothes to audience pointing out to ‘em that today’s clothes are nearly direct steals from other days. STORY-STILL BOOKS Scatter a few scrap books filled with stills from pic in convenient spots in your theatre lobby. Covers simulate book jacket covers and contain the story of “Anthony Adverse” in pictures (stills). In order to save money, scrap books could be made with clippings from pressbook. A couple of scene cuts and publicity stories will do the trick. TYPISTS PLUG ‘ANTHONY’ LP y a7 , ail ’ ee . ar) Your local book store dealer may tie up with you on this stunt. Idea is to have several gal typists on street near theatre box office. Get gals who inspire passers-by to gawk at their rapidity and speed of touch. Let ‘em pound out notes for distribution which read something like this: “ ‘Anthony Adverse’ is coming to the eatre on Be , Just fourteen days from today. You have just enough time to read the novel beforehand if you hurry.” Page Ten wee FOR THE THEATRE We’ve devoted this page entirely to stunts that can be worked in your theatre. Some of them should be used ’way in advance, some of them during run of film — but you'll find that all of them are easy on your pocketbook and not too hard | on your time. Ideas are suggested for stage, lobby and front displays. Why not look ’em over and pick out those stunts which are best suited to your campaign? A’S PROPERTY ON VIEW Customers might get significance of Anthony’s last name if you tie it in with lobby display consisting of things that he was left with when abandoned. You could set up table in lobby, tastefully set with following articles: satchel, first cradle of Anthony; leather bag containing ten pieces of gold (fake, of course), his first worldly possessions; a black woman’s cloak, his first clothing; and a replica of the Madonna statue, carried by his mother and left to him. Beside articles you could place a card telling significance of them, and might even place the book open at the page describing the articles. BENCH FOR PATRONS Perhaps a week or so in advance of your showing of pic, put a bench in front of your theatre with sign reading: “Reserved for people waiting to see ‘Anthony Adverse’.” You'll have no trouble finding bench-sitters to make gag look like the McCoy. TRUTHS TOLD IN LOBBY omesnncemstnehdegeinactamnariendenninoae ae peek Lobby display — different from the usual — could be one where you set up facts — nothing but facts. For example 210,000 feet of bamboo was used in the Gold Coast trading post construction; six months were required to build the seven coaches used in French and Italian sequences; one hundred and thirty-one sets were constructed for the film, and other similar jnformation which you can get from stories in publicity section of this book. FROM THIS...TO THIS anriteeininnteniinesamsiennicig aL aa One idea for a lobby display is concerned with strands of film and copy of the book. Placard tying up idea reads: “From 1224 pages of book, a picture 12,493 feet in length has been produced. ANTHONY ADVERSE, the picture of the year will play this theatre for one week beginning ss si” Same idea can be incorporated into a book shop window, and could be used as the center of their display. BOOK ADVISOR IN LOBBY FREE ADVICE on ANTHONY ADVERSE problems Many people who read the book came across various passages that they didn’t understand. Possibly there are many in your town who have read it and were similarly stumped. With that situation in mind you might contact one of town’s ‘literary lights’ about acting as sort of “Anthony Adverse” literary advisor. Give him desk in lobby with copies of novel strewn around. Card tells readers to step up and engage in intimate chat with Mr. Novel Authority who'll be only too, too glad to explain anything in book that’s hazy. He might also advise ‘em to see film to clarify situation. CAST COMPARISONS One of finest features of novel is Hervey Allen’s sharp delineation of character. He devotes several pages. in building up his characters so that readers are never at a loss as to the type. All of which introduces practical stunt. You could get copy of novel and cut pages out describing principal characters. You can blow these up and lay ‘em out on large lobby display board leaving room for stills of players enacting those character roles underneath. COACH BALLY OUT FRONT Probably you can get hold of an old brougham carriage. If so, polish it up so that it shines brightly and then have your artist paint a coat-of-arms on both doors of carriage with name Anthony Adverse. Park contraption in front of theatre with copy telling passers-by that vehicle is like one Anthony uses in film.