Anthony Adverse (Warner Bros.) (1936)

EXPLOITATION ‘miere at the CO-OP RAD 110 ADVERTISING ee EE NEW IDEA IN RADIO PROMOTION Here’s new twist to co-op angle. In addition to working this promotion in newspapers, radio time could be used to equally good advantage. Mercantile establishments might be willing to come in with PREPARED STATEMENTS Film certainly merits patrons’ endorsement. Sample statements below can give you idea of angle that might help sell it. ANNOUNCER: Ladies and gentlemen, may | bring to the microphone at this time Nathan Greene, one of our leading lawyers, who has just attended the preTheatre of Warner Bros.’ magnificent production of “Anthony Adverse.” | am sure what Mr. Greene has to say will be of striking interest, Mr. Greene: MR. GREENE: Ladies and gentlemen, my verdict is unanimously in favor of Warner Bros. and their production of “Anthony Adverse.” | stand behind it foursquare as one of the finest — if not the finest—motion pictures I have ever seen. It’s incredible — it really is — to sit in a theatre and see unfolded before you scenes of such spectacular and lavish beauty. Rarely have I ever been so moved. Acting, direction, photography — everything about “Anthony Adverse” makes it the one picture of the year that everybody should see. Were it in my power, I should issue court orders to every man and woman in this town compelling them to see “Anthony Adverse.” But from what I've seen of the crowds at the Strand Theatre, I don’t think such a drastic procedure is essential. Congratulations to the management of the Strand Theatre for bringing to this town such outstanding entertainment. REACTION CARD AIRCAST Using reaction cards at opening? Here’s a little different twist on this stunt. Announce in lobby and, perhaps, from stage that you’ll select best opinions and broadcast them, crediting the writers. Or, possibly, you might bring writers down to read them in person. ANNOUNCER: Ladies and gentlemen, I have, standing beside me, Mrs. Violet Banigan, housewife, who has just seen ‘Anthony Adverse’”’ at the Strand Theatre, the thrilling Warner Bros. production of the famous novel by Hervey Allen. Her comments on “Anthony Adverse’ I am sure, will interest the radio audience. Mrs. Banigan: MRS. BANIGAN: Good evening, ladies and gentlemen. It’s quite difficult, believe me, to put into words, my excited emotions. Had you just seen ‘‘Anthony Adverse’” you would appreciate my problem. Where to begin? Whom to praise? Friends, I have never been so moved by a motion picture before. I have never seen any motion picture that had the power and beauty that ‘Anthony Adverse” possesses. Fredric March as Anthony Adverse, for me, emerges as our leading actor. I have never seen so much beauty and been entertained so magnificently as | have tonight. I shall never forget my experience. It is something I shall cherish forever. ‘““Anthony Adverse” is incomparable, perfect and unforgettable. Please be sure and see it at the Strand Theatre. Thank you. your show for kind of air announcements found below. If you can’t get time paid for by stores, we suggest 50-50 split. ANNOUNCER: Good evening, ladies and gentlemen. The Stefani Dress Shop is honored to bring to your attention the outstanding film spectacle, Warner Bros.’ production of “Anthony Adverse,” now playing at the Strand Theatre. It is a motion picture which has moved the world to frenzied acclamation. We are especially urging our friends to see “Anthony Adverse’’ at the Strand Theatre because it affords one an excellent chance of studying the trend of dress styles. Many of our fall and winter creations have been directly influenced by the clothes worn in “‘Anthony Adverse” by Olivia de Havilland and Anita Louise. Stefani Dress Shop is certain a visit to the Strand Theatre as well as to its own salon will afford you a most pleasant and profitable day. ANNOUNCER: How do you do, ladies and gentlemen. The history of coiffure modes and the latest trends have never been more lavishly exhibited than in the supreme production of ‘Anthony Adverse,”” by Warner Bros., based on the famed Hervey Allen’ novel. As many of you already know, “Anthony Adverse” is now showing at the Strand Theatre. The Rich Beauty Shop at 238 Eldridge Street feels that in addition to the dynamic entertainment qualities of ‘Anthony Adverse,”’ you will be richly rewarded by the opportunity of studying 18th century styles. And for milady, Rich Beauty Shop has created the Angela coiffure, influenced by the hairdress which so charmingly befits the heroine, Olivia de Havilland, in “‘Anthony Adverse.” See local newspapers for further announcements. ANNOUNCER: Hello, friends. To some of you | am probably unfamiliar. I own the bookstore on Broadway and Hudson Streets—the Pegasus Book Mart. For more than four years one of my best-sellers has been Hervey Allen’s extraordinary novel, “Anthony Adverse.’” Now it has come to our city—at the Strand Theatre—as a masterful motion picture. I, who have read the novel many times, am extremely proud to urge you all to see ‘““Anthony Adverse.”’ It is moving beyond words. Those of you who have not yet read the novel will be gratified to learn that a special edition has been published which we are selling at an amazingly low price. Of course, we have other popular literature and it will be indeed rewarding to visit the Pegasus Book Mart after the show. Thank you. ANNOUNCER: Good evening, friends. Burt’s Flower Shop dedicates this time to the Strand Theatre’s showing of Warner Bros.’ mighty screen spectacle, “Anthony Adverse.’’ We urge you see “Anthony Adverse” as one of the most important and at the same time enter taining motion pictures ever produced. To complete an enjoyable evening, we suggest you drop by Burt’s Flower Shop for the special “Anthony Adverse’ bouquet or boutonniere which we have created. Thank you. ANNOUNCER: Ladies and gentlemen, Stacy’s Department Store bows in praise to a great motion picture—Warner Bros.’ superb production of ‘‘Anthony Adverse’’ which is now showing at the Strand Theatre. Stacy's is particularly happy to note that many special articles of dresswear at our store for men and women have been directly influenced by styles and creations shown in “Anthony Adverse.” Our Hollywood fashion scouts have selected the finest of these articles which are now featured at Stacy’s. “Anthony Adverse” and Stacy’s — for your pleasure and service. Thank you. ANNOUNCER: Creighton’s Men's Clothes proudly pays tribute tonight to Warner Bros.’ notable screen masterpiece, “Anthony Adverse,” now playing at the Strand Theatre. Theatre parties bring to the Strand some of the finest men’s clothes seen in recent years. To these, Creighton styles have contributed much. Our dinner jackets and evening clothes are the latest and newest creations for men. In addition, our suits feature advance styles which have been designed by famous fashion experts. By all means, see “Anthony Adverse’ — and wear a Creighton suit while you do. ANNOUNCER: Ladies and gentlemen, the Murston Music Mart calls your attention to the current showing at the Strand Theatre of Warner Bros.’ film production, “Anthony Adverse.’ In addition to being a splendid addition to the literature of the screen, “Anthony Adverse” brings some of the richest music written for a motion picture. Operatic selections and orchestral performances are featured especially. May we suggest that after the theatre you drop in at Murston’s for the finest in recorded and printed music. Courteous service is our motto. Thank you. ANNOUNCER: Folks, the Strand Theatre calls you to see Warner Bros. amazing film spectacle, “Anthony Adverse’ based on Hervey Allen's famed novel. We at the Roosevelt Grill have seen it and recommend it you without reservation as one of the finest pictures ever made in Hollywood. Be sure and see it — and after the show why not a visit to our air-cooled grill for our famed after-theatre snacks? And remember the Don Wooster Cardinals, America’s leading dance orchestra — featuring _ music that swings. Page Fifteen