Beloved Brat (Warner Bros.) (1938)

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With the aid of town’s Better Film Council, Legion of Decency and Parent Teacher’s Association, special show should be exploited well in advance by means of letter (on right), notices on their bulletin boards and personal visits to meetings. Club Cooperation Line-up women’s clubs to attend en masse on special matinee. Then get local paper to hold interview with leaders for feature article material. News photos of prominent club members as they enter lobby make good publicity for both picture and club. Sentenced To See This is the type of picture that a juvenile court judge would “sentence” a young first offender and his parents to see. Call on the local judge handling such cases, tell him about the picture, and invite him to see it. His handling of cases in this manner is bound to result in newspaper breaks. Question & Answer Interesting questions which can be used to advantage on a lobby broadcast; on vox pop program; in a symposium on child training; Parent Teacher’s Association meetings: “If your daughter lied, would you ... (1) Rinse out her mouth with soap? (2) Put her to bed without supper? (3) Explain that honesty is the best policy? (4) Overlook it — and hope for the best? For The Columnists Papers running daily column of teen-age problems may be sold on the idea to open up in this way: Letter (reproduced above) points out problem dealt with in this picture. Paper invites readers to send in their suggestions on how they would handle the situation. Offer guest tickets to best solutions; or how they solved other perplexing problems _ pertaining to child-training. EXPLOITATION Hold A Family Night Apart from advertising, there are many other activities which can be carried out to create wide-spread attention in your showing. To meet this end we have prepared a letter which we believe spotlights the problem presented in the picture in a dignified, interesting way to carry your message right into the homes. This letter will help you in talking to the people you contact: heads of sociological organizations, women’s clubs, civic groups, pro-_ fessional men—judges, lawyers, psychologists. Perhaps your local editor may find in it worthy material for the basis of an editorial. Also, it ean be used for a mailing campaign and as lobby blow-ups. TO THE PARENTS WHO LOVE THEIR DAUGHTERS : Did it ever occur to you that while you may be a Mother or Father to your children — you may be a stranger too! Boys, it seems, will always be boys. But what about the young girls? Should they be permitted to mold themselves ; shape their own likes and dislikes; choose their own friends? Oftentimes they have no choice! What about the parents? In their zeal to correct what appears on the surface to be a wrong, they often make matters worse. They think they have a problem child. Little do they realize that they alone constitute the problem. They consider their own interests, money, big business, vacations are paramount in importance ; while the young girl flounders for herself. They might even condemn her for her mistakes ; they have their say about her, but do they know how she feels about them? Such a perplexing and vital problem is presented ina motion picture — "Beloved Brat". Here is a story which can be the story of any young girl — who is everything you don't want your daughter to be — headstrong, reckless, wilful, but not really bad —— yet ! In producing "Beloved Brat", Warner Bros. have dealt with the problem squarely and entertainingly. Moreover, the film presents a satisfying, pleasant solution. "Beloved Brat" isa picture all parents should see... with their children. The Stars are:— Bonita Granville (the brat of "These Three"), Dolores Costello, Donald Crisp and Natalie Moorhead. It will be shown starting next Friday, at the Strand Theatre, and I am sure you will find it a worthwhile photoplay. Sincerely yours, Manager, Strand Theatre. Authentic Articles Local judge or psychologist dealing with child training, can write articles on his or her Essay Contest Essay contests for local high schools conducted by the English department or civic class work to run in local paper. Subjects to cover are: — the probationary system, specific cases, treatment of subject in the picture, etc. Tie in your showing with all stories. Psychology Courses Schools with courses in child psychology will find the subject of this picture of interest. Direct special announcement to heads of departments asking them to inform students. Make personal visit to instructors and explain how film brings out the importance of condi tioning factors upon disposi tion; the part home environment plays in influencing the future of a child’s life. [3] es. Teachers suggest that students see picture first; they write essay on topic: ‘What I expect from my parents.” Offer prizes for best essays. The school newspaper prints ’em. Ads Supply Teasers Teaser cards usually arouse interest. Use this ad line on post cards sent to your mailing list, on throwaways inserted in packages by grocery, butcher and stationery stores: “BELOVED—she’s a darling you want to hug to your heart! BRAT—she’s a devil whose neck you want to wring!”’ On the reverse side use ad No. 210 with theatre and playdates. It gets across just the right angle.