Anthony Adverse (Warner Bros.) (1936)

EXPLOITATION =~ STREET & THEATRE GAGS Stunts on this page are of “sensational” variety. For the most part they’re inex pensive and fairly easy to handle. a number humorous. We've tried to make them just They’re out-and-out ballys, some straight and a little bit different so we'd appreciate your giving them some extra attention. And don’t overloook their low cost. We’ve offered twelve of ’em — pick a BALLY FILM IN CROWDS You might delegate two of your ushers (in civies, of course) very accidentally to meet in lobby of hotel and other crowded spots at busy hours. After friendly handshake one asks other in loud voice what’s on during the week. Other replies he’s been hibernating for two weeks reading “Anthony Adverse.” Direct plug is worked by remark that it’s unnecessary—film is playing at Strand Theatre. WAITING FOR “ANTHONY” A guy, waiting in front of theatre for days in order to buy first ticket to ‘“Anthony Adverse” might tickle curiosity of other patrons. We know it’s a screwy idea, but it might be just screwy enough to work . . . possibly to break into print. “ONE GALLON TO PIC” You might tie-up with rural gas stations, for cards reading: “One gallon of Blank gasoline will take you from bee te Oe Theatre where you can see ‘Anthony Adverse’.” THE THREE “NAYS” With three monkeys in a window, get yourself a sign reading: ‘You'll hear no evil, see no evil and speak no evil about ‘Anthony Adverse’.” Logical place for display would be window of pet shop . . . that is, if you're not exactly a pet fancier and have no menagerie of your own. If no monkeys can be found, drawings will do the trick. TRAVEL BUREAU TIE-UP Anthony Adverse’s travels were rather extensive. Locale of pic shifts from Leghorn to Cuba, to Africa, to France and finally to America. Travel agency in your town may tie up with you on traveling — then and now. Anthony's Cuban trip, for example, took three months. Now it takes considerably less time. Copy and stills emphasizing this might make for effective travel promotion in your travel agency tie-ups. PLACARD STREET BALLY A young couple and an older woman, ostensibly an happily married couple and a mother-in-law, parade around your main thoroughfare. Guy has copy on back reading: “I enjoyed ‘Anthony Adverse’ even with my mother-in-law along...” BANK VAULT FOR PRINT If there is a bank in your town which isn't adverse to stunts, here's one you can suggest: Using one of their armored trucks, have film (empty film cans will do) taken to their vaults several days before opening with this sign: We're taking no chances. The print of Anthony Adverse is being stored at the First National vaults until Saturday when this great film opens at the Strand Theatre. ADVERSE COACH GAG Does someone in town have an antiquated stage coach? If so, you could get a cabby made up like a coachman of Adverse’s time to offer customers free rides to theatre. Provided, of course, you can get use of carriage for this purpose. FUTURE FOR ANTHONY With seers and clairvoyants making a strong bid for popularity, you might have a crystal gazer in lobby to do fortune telling turn for patrons. In each case, seer could build up a swell case of seeing ‘Anthony Adverse’ coming into the lives of the customers. few of ’em for your campaign. LUCKY NUMBER GAG constant et tiiralasiacanstincaninmanaass No doubt you remember that old gag about guessing the number of thisa or thata in a store window and winning free tickets for correct approximations. Well, we've an idea on ANTHONY ADVERSE which is a variation on this theme. It's to line up a number of books — some of the titles evident and others hidden. To the person who most nearly guesses the total number of pages in assortment goes ducats to pic ture version of ADVERSE. STOP AND GO GAG whotever youre} deing and- Why not a faked traffic signal as a plug for “Anthony Adverse?’ Theme of copy is: “STOP whatever you're doing and GO to see ‘ANTHONY ADVERSE'’.” GAL PICKETS IN PARK A man could sit on a bench in a very crowded section of local park reading a copy of the book as illustrated. Up and down in front of bench a woman parades with a big picket sign, which reads something like: “I PROTEST AGAINST MY HUSBAND’S READING ‘ANTHONY ADVERSE.’ HE’S ON HIS VACATION AND INSTEAD OF TAKING ME OUT — HE JUST READS.” FIRST EDITION DISPLAY Think you can dig up couple of A verse first editions? They're pretty rave and with the proper “‘to do” you could build up a lot of interest around it. Page Eleven