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“Arsenic and Old Lace” is the latest Warner Bros. film to benefit from special promotional tie-ups in fields designed to create new audiences for your theatre. This includes educational tie-ups which reach thousands of public libraries, school and college libraries, book
stores, secondary schools, NEAdepartments, Scholastic Magazine, etc., as well as many other commmunity centers. Both exhibitors and educational personnel alike have reported the tremendous success of the Warners’ public service aids as used for previous films and all emphasize that these aids and services have made a real contribution to film promotion. Here are the special promotions for “Arsenic and Old Lace.”
WARNERS’ POSTER }
This two-color “Arsenic and Old Lace” poster (illustrated at right), tying in the movie and the printed book, is distributed by Warners to schools, colleges, libraries, bookstores, etc., all over the country. Tie in locally on this poster, for display alone or in combination with the Pocket Book edition of the play (illustrated below) and with scene stills from your Branch set. A limited number of these posters are available at 5c each. Order “Arsenic Book Poster” from Warner Bros.’ Campaign Plan Editor, 321 W. 44th St., New York 18, N. Y. Make sure your local bookstores check with Pocket Books, Inc., in New York to see that they get adequate distribution of the book. Also, be sure to tie-in your playdate.
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44 2 POCKET BOOK TIE-UPS
1. Pocket Book Promotion: Pocket Books, Inc., publishers of the 25c reprint edition of “Arsenic and Old Lace” (illustrated, left), are arranging spe
cial dealer displays on this title, using stills from the picture, in key cities throughout the country. They have a large printing of the book ready and will make these displays available for bookshops as long as the edition holds out. Make sure your local bookshops, drug stores and other Pocket Book outlets take full advantage of this opportunity for an interesting display, being certain to tie-in your playdate.
2. Pocket Book—NEA Art Department Contest: In one of the first contests of its kind ever to tie in with the NEA Department of Art Education, Pocket Books, in cooperation with Warner Bros.’ Educational Bureau, is offering a special book jacket design contest to members of the NEA Department of Art and to others in the art field throughout the country. Contestants are asked to design a special book jacket for “Arsenic and Old Lace” which will express the spirit of the picture. The jacket will be essentially a motion picture edition jacket. Entries are to be submitted directly to Educational Bureau, Warner Bros.’ Pictures, and judges will be Pocket Books and Warner Bros. Among special awards will be a $25 cash prize or War Bond as well as a choice of any 30 Pocket Books for a second winner. You can tie in locally with this contest by contacting schools, colleges and art schools, advising them of the contest, and offering guest seats to your playdate for local winners. Arrange for local newspaper coverage, and be sure to mention your playdate.