Beloved Brat (Warner Bros.) (1938)

EXPLOITATION Talks At Matinee Classified Ad Stants Spot News On Radio Fire sequence and auto smashup in picture suggests talks on fire prevention by official of safety department; and talks on careful driving by members of Automobile Association. Saturday matinee would be a good time to spot talks. For The Lobby Rig up a novel display using large figure of Bonita Granville Cin ‘bratty’ pose) cut out from 24-sheet. Place behind compoboard so that Bonita’s head protrudes, alternatedly swinging back and forth. Boost Bonita Bonita Granville, who established herself as the “‘brat’”’ in “These Three’”’ is at her best in this picture and your patrons should be so informed. Blowup some scene stills from “These Three” and circle Bonita Granville’s head. Add copy: “The ‘Brat’? of ‘These Three’ now in her own star ring picture—‘Beloved Brat.’ ”’’ ADVICE BOX IN LOBBY A tie-up that may interest your local paper is embodied in this idea: Arrangements are made with the paper to answer thru its columns: 1. Problems on child training. 2. Problems on proper guidance of young girls thru the dangerous teen-age. . Questions from young boys and girls on problems relating to their parents. All questions are presented in writing and dropped in a sealed box, displayed in your lobby with your advance advertising of this picture. Names are kept confidential. Answers to the questions will be printed in the newspaper during the run of the picture with a box heading pluging your showing. Announcement in programs and on the screen will direct attention to this and help the response. LOST, STRAYED OR STOLEN: One “Beloved Brat’””— a darling you want to hug to your heart! A devil whose neck you want to wring! For a complete description see “BELOVED BRAT” at the Strand Theatre. & PARENTS WANTED: To wit ness drama that strikes close to every American home — drama of head-strong daughters, reckless, wilful, wild— ‘Beloved Brat’ beginning Friday at the Strand Theatre. Turntable In Lobby For an animated display get two cut-out figures of girls, one an innocent-looking lass ; the other hard-looking. Place back to back on turntable. Embellish with stills and selling copy on one side: “Today This Girl Is Going To School.” Copy on other side: ‘““Tomorrow She May Be In A Reformatory! It Could Happen To Your Own Daughter. See How in Warner Bros.’ “Beloved _ Brat’”’—The picture every par ent wants every child to see.” <“Brat’? Contest Run contest for best stories on local ‘brats.’ Nearly every neighborhood boasts a ‘beloved brat’ and the inhabitants would welcome the opportunity to spill their venom. Of course the names of the ‘popular brats’ should be kept anonymous at all times. Prizes to the writers of the most humorous stories, which are published by co-operating paper. Stills For Tie-ups Stills of Bonita Granville: fats Se ae BG 9 School Notebook BG 8 ten BG 15 Sweeter... BG 23 eee ee See BG 29 Stills of Dolores Costello: ee ee TE Pub—A2 Pearl Necklace .. TE Pub—A3 Bracelet ............ TE Pub-—All Order these specially prepared stills from Campaign Plan Editor. Complete set of & — 70c; individually 10c. [9] Spot announcements on the air after programs devoted to children’s stories or parent’s problems. Thus reaching the people who will be most interested in your show. Ads As Blowups In planning your front, make use of the effective ads available on this picture. They are the key to your entire campaign. Many showmen will want to use the ads as blowups thus retaining all the picture value and story-selling copy at the same time. Stickers On Mags Arrange with local distributors to place stickers on covers of magazines. Direct copy to particular audience reached by periodical. For instance if you’re making a play for highschool girls and shop girls use the romance mags; if you’re aiming at parents use periodicals that they are likely to read. ENDORSEMENT FROM GROUPS The best way to get folks talking is to invite a representative group of women and men to a first screening. Before the picture goes on, a few words of explanation will be good showmanship on your part and closely knit the idea. Explain that you consider their position in the social and civic life of the city of paramount importance; that their opinions carry much weight in setting any event off in the right direction; that you hope for their approval of the picture; that they will do all they can to discuss it in forums, and with their friends; and that they will write about it in their periodicals. Be sure that the screening is covered by newspaper representative who should set quotes from those attending. Use for lobby and front blow-ups. Also use in ads and heralds. It should cause discussion.