Back in Circulation (Warner Bros.) (1937)

UPS CIRCULATION CONTACT NEWSPAPERS The story of the picture lends itself readily to tieups with newspapers and newspaper people. This of course being the best possible sort of contact, the following ideas have been gathered for your use:— * * * INVITE NEWSHAWKS to be your guests on a particular night as a special stunt. This is not gunning for free space as with regular run of pictures, but just to get their ideas on “‘presentation of a newspaper picture, their criticism, etc.’’ School scribes may also be included in this. * * * CONTACT EDITOR to do story on “The Biggest News Events in Local History,” always a good Sunday feature. It could be tied in with the picture with a box at top for example, “how Joan Blondell’s scoops at Strand inspired local paper to reflect, etc.” * * * ARRANGE to have your local editor or one of the reporters announce news flashes by hooking up a phone to your sound horns, through the courtesy of the newspaper etc. A picture, previously prepared, of the editor at work, could be thrown on screen. Run this before “Back In Circulation’”’ trailer. * * * EVERY TOWN has a popular reporter, a sports columnist for example. Get yours to come to the theatre some night to be interviewed on the stage to tell how he liked “Back In Circulation,” its authenticity, etc. After which of course, you can run the trailer. This should be good for breaks in paper. * * * EXCLUSIVE PICTURES taken by Joan Blondell’s photographer play a big part in the picture. Award prizes to best snapshots, most hazardous ones, most difficult ones, and so on. Tie in with newspaper to have winning shots published. Tie up with camera store. * * * CLIP HERALD or pressbook cover reprint to a number of copies of the local newspaper, and distribute the complimentary papers at strategic points in town, apartments, hotels, etc. It might be done with an out-of-town tabloid to be more effective. * * * MAKE UP a lobby display of all the flashing headlines of the past year as the “‘biggest news breaks of the year.” Display also the front pages of the newspapers available including also the cover of the pressbook, with copy to read ‘“‘see how Joan Blondell and Pat O’Brien compare as reporters with the best in the business!”’ “GET THAT STORY”! Here’s a simple contest, for which you'll have to tie up with the local newspaper. With a story featuring the line, “Get That Story!”’, announce that on a certain page there are ten sluglines planted around between the regular stories. The idea is to pick up the ten lines and place them in their proper sequence to read correctly. The story can actually be something to the effect that there is a train wreck, etc. in “Back In Circulation’ at the Strand. RADIO ANNOUNCEMENT Get in a short plug on your local radio station between programs. The situations in the picture lend themselves readily to sensational starting lines, that is, ‘Flash! Giant Train Wreck at Strand. ‘Back In Circulation,’ starring Joan Blondell and Pat O’Brien, a story of train wrecks, mystery, intrigue, reporters and wisecracks opens tomorrow at the Strand, etc.’ Or again, “Editor weds his star reporter,’’ etc. “BACK” IN CIRCULATION HEQP. STILLS AID FILM The following set of nine stills for use in local tieups may be secured from the Campaign Plan Editor, at a special price of seventyfive cents, or individually at ten cents: PAT O’BRIEN top hat and tails—PO 127 fall suit—-PO 238 briar pipe—PO 250 JOAN BLONDELL veiled hat—JB 1236 silver fox furs—JB 1290 fall outfit—JB 1316 MARGARET LINDSAY aiming camera—-ML Pub A 156 fountain pen—ML Pub A 158 riding outfit—ML Pub A 180 Get a large figure dressmaker’s dummy of a gal’s back for lobby display. Have a cut-out section in the back made up to rotate with the aid of a small motor. The circulating section contains the title and head stills of the O’Brien, Joan Blondell and Margaret Lindsay, heads cut out. PATRONS WRITE Get your patrons to write rhymes, or limericks, the last line of which is “Back In Circulation.”’ Get to the schools for this, and also for short articles on any given subject, or even original human interest yarns, winners getting ducats or suitable prizes. MAGAZINE DISPLAY The story is adapted from the Cosmopolitan Magazine yarn written by that popular short story writer, Adela Rogers St. John. Take advantage of the wide ‘circulation’ enjoyed by the magazine by blowing up the cover for display purposes.