Beauty and the Boss (Warner Bros.) (1932)

elling It To The Public! SALES ANGLES Here’s a comedy-romance that’s got plenty of zip, situations that intrigue, lines that sparkle and a box office cast that’s smooth as silk, to say nothing of a title loaded down with feminine appeal. It’s a woman’s picture, from start to finish. But that doesn’t mean everyone won’t like it. Keep in mind, however, that your chief appeal should be directed toward the girls. Play up Marsh. Her name is meaning more every day. But don’t discount the importance of Manners or William.* something in key cities. And Butterworth means Bear down on its naughtiness if your patronage is sophisticated. But forget about its Continental settings and above all don’t stress the business angle. Go after this one hard with tie-ups and contests. Give it all the exploitation you can. You'll keep that old till clinking overtime! *Because of his brilliant work in this picture Warren William has Complimentary Perfume Vials Undoubtedly your local drug store can make arrangements with a perfume manufacturer whereby free samples of their perfume can be distributed at your theatre at no cost to you. This stunt was pulled recently by a live-wire exhibitor and was of great benefit to both the drug store and the theatre. Manufacturer gave free perfume samples to drug store. They were mounted on a card, the front of which advertised the perfume and the back, the name of the picture and theatre. Contact your local drug store and try to arrange a similar tie-up in your territory. been chosen for the title role of “The Mouthpiece.” ? Newspaper Contest One of the most timely contests you can submit to your local editor is one that keys in with present day economic and business conditions. We suggest that you urge your editor to use the following contest in connection with the showing of “Beauty And The Boss” at your theatre: IS WOMAN’S PLACE IN THE HOME OR IN THE BUSINESS WORLD? The replies will undoubtedly refer to the unemployment situation and other facts of economic importance. This contest, if properly conducted, should result in a tremendous amount of word-of-mouth advertising for your theatre and current attraction. Newspaper — Serialization The May issue of ‘ ‘een Romances”’ presents the ficti ed story of “Beauty And The Be ___ By arrangement with this m azine we have made the serialize on of this story available to your.ocal newspaper, provided the pper WILL GIVE CREDIT TO “SCREEN ROMANCES.” Here’s your procedu:; Simply secure a dy of the magazine and sell tl idea of serializing it to your :al editor, suggesting that stills be ed to illustrate it. This should birun in the paper prior to or during 1e showing of “Beauty And The B 3.” To make this tie-up m 2 effective, you should announce on jur screen that through the courtes f ‘Screen Romances” the “Daily S ” will run the story of “Beauty An ‘he Boss” in its columns. Give date of publication as well as yc _‘aydate. This announcement cou : in the form of a trailer aru to the end of the regular trailei _his picture. Running the ste in your newspaper without credi “Screen Romances” is strictly p. vited. | i Cash In On -is Se-Ling Tie-! Ten thousand distrib of SeLing hosiery have agr 0 cooperate with all exhibit playing “Beauty And The Bos: 1.1 which Marian Marsh wea: 3e-Ling hosiery. See your local Se-Lin __-ributor and you both will be 2 0 work out ideas and stunts thi | be of mutual benefit. All £ ig distributors know of this —_gement and have been supplied h accessories to aid in promoti f it. Arrange for windo displays. Make cutouts of Maria Marsh for the center of the windo., Dress up the display with stills. se the window card supplied by %e-Ling to their distributors. If run a contest of any kind 1 e Se-Ling hosiery one of the pri: Have the merchant insert a hera 4 each pair of Se-Ling hose he sel. You'll find Se-Ling distributers m than willing to cooperate wi ww on a reciprocity basis. For further inforn a on this tie-up write to Wa fT. Fred Hosiery Mills, Nashvil. Tenn., for complete details and ss _ sheet. Once you have establied contact with local merchants can use it again for the exploitatic of Warner Bros. and First Natici] pictures which feature other srs in this tremendous tie-up. Beauty Parlor Tie-Ups Exhibitors everywhere have found it mighty profitable to tie up with beauty parlors. ‘Beauty And The Boss” is right up that alley. There is more word-of-mouth advertising done in beauty parlors than in any other shops in existence. Get the operators to talk about your attraction and you’ve got more advertising than money can buy. Tie up with them. Use their windows. Insert cards with the following copy in connection with two heads of Marian Marsh, one showing her as the ugly duckling and one as the “beauty”— (Still of Marian Marsh before beauty treatment) Don’t Be Like This! (Still of Marian Marsh as beauty ) BE LIKE THIS! Let us show you how to be your prettiest! then see “BEAUTY AND THE BOSS” with Marian ; Marsh Warren William at the STRAND It might be a good idea to invite a few of the more important beauty parlor operators to your first showing of “Beauty And The Boss.” Throwaway The following copy is suggested for a novel throwaway. Best distribution for it would be in homes, department stores, ladies’ specialty shops—for it is devised solely for women. It should be printed locally on a’small card. Thumbnail cuts of Marsh—with costume make-up and without—might be used. Girls—Beauty Culture Course— Free This card, presented at the... . Theatre, together with the regular admission fee, entitles you to not only two hours of perfect entertainment but to receive expert advice on how to make yourself most alluring ..Marian Marsh herself gives professional demonstrations on the art of make-up, clothes and getting her man in the sparkling, saucy, laughfilled comedy, “Beauty And The Boss.” Mile. Marsh—Beautician _ SEE THE SPECIAL NOVELTY HERALD AT YOUR EXCHANGE Are You A STENOGRAPHER2 If you are, the Evening Gazette and the Strand Theatre invite you to be their guests at a 6.30 a.m. showing of BEAUTY and. the BOSS A Warner Broe. and Vitaip hone: tat with MARIAN MARSH DAVID MANNERS WARREN WILLIAM CHARLES BUTTERWORTH and then have breakfast with us at the EATMORE RESTAURANT FREE! READ THE RULES: Clip the coupon at the bottom of this announcement. Fill it in completely, giving your name and address and the name and address of your employer. Take it to the box office of the Strand Theatre tomorrow morning before 6:30 a. m. and you will be admitted free to see ‘Beauty and the Boss," with Marian Marsh. After you've had the time of your life with "Beauty and the Boss" you'll go right across the street to the Eatmore Restaurant and have some doughnuts and coffee. You'll have plenty of time to be at work at 8:30. The whole party is on the house. The above stunt is self explanatory. It's a great gag for all concerned, especially the newspaper, because they have to buy the paper to get the coupon. The restaurant gets a plug and so does your theatre and show. If you go into this stunt insist upon a three-day advance and one-day follow-up story from the editor. It's been done a few times in the past and has proven tremendously successful. Page Nine