Blondie Johnson (Warner Bros.) (1933)

IC-TIME EXPLOITATION Telephone Stunt) 70 n Blondell’s Role S t BTAIN T © Flcteee cca Naret cd THE WEEK ae girls with pleasing “telephone” voices to call up the telephone subscribers listed under male names. As soon as Use Joan Blondell Role to Promote Paper Contest for Public Benefactress No. 1 they get a response they should give the following message. Two versions are given, one when a masculine voice answers and the other when a feminine voice responds. “Hello, dear, this is Blondie Johnson. I’ve just time to ask you to meet me at the Strand Theatre at eight Monday night.” Every town can boast of any number of women in the public eye who easily rate as benefactresses in the community. The press is ever glad of the opportunity to sing their praises upon every possible occasion. Therefore, the following contest idea presented in this light should find a ready acceptance from your newspaper. “Blondie Johnson” plays up a young woman as “The Female Public Enemy No. 1.” The object of the contest is to contrast this situation with an effort to determine the local “Benefactress Number One.” The initial publicity story as given ay self-explanatory and outlines the operation of the contest in etall. The complete domination of Blondie Johnson over her male “associates and her ability to outwit the cleverest of them, presents a splendid newspaper contest angle. Using as a basis for this contest the question, “DO BLONDES HOLD A GREATER SWAY OVER MEN THAN OTHERS?” the offer of prizes, guest tickets or both is made for the best answers pro and con sent in by newspaper In answering a feminine response readers. the girl says, “Will you please tell (name of male subscriber) to meet Blondie Johnson at the Strand Theatre Monday night at eight?” The announcement story for cooperating newspaper as furnished here outlines the contest and operating plan in detail. The moment the message is delivered, the ’phone girl should hang up and leave the recipient of the message surprised and puzzled. With hundreds of these calls going out, the stunt will soon have everyone talking about “Blondie Johnson” and the mysterious ’phone calls. Publicity Story Do Blondes Hold a Greater Sway Over Men Than Others? Naturally, when delivering the mcssage, the day on which picture opens should be used when “Monday” will not apply. Publicity Story News-Strand Theatre Seek — Public Benefactress No. 1 ‘Blondie Johnson,”’ The Strand’s Public Enemy No. 1, Inspires News Offer in Striking Contrast Joan Blondell, as ‘“‘Blondie Johnson,” Says “Yess News Offering 20 Guest Tickets to Strand for Best Letters on This Burning Question Street Ballyhoo Here is a stunt that if properly operated will set the whole town talking and in many cases ring in for publicity stories as well. Engage a taxicab which when windows are down will bring to view the maximum of the interior. Place in a sitting posture on the rear seat a fully dressed feminine figure with blonde hair. To accentuate the blonde idea the figure should be hatless. The figure should be so placed that the right “arm” is extended toward middle of driver’s back. In the hand of figure a con Ad ry Oi = AIT eet =a ey OTH the ayes and blondes seem to have it as far as the tensely EWSPAPER headlines are so overcrowded these days with dramatic screen offering, “Blondie Johnson,” is concerned. There lurid tales of females, rated appropriately as “public enemies,” that the News has decided it’s about time our Public Benefactresses be given honorable mention in its headlines. “Blondie Johnson,” notorious screen character, a role essayed _‘~ Joan Blondell in the forthcoming First National picture sched. >-r the Strand next week, is publicized as the “Female Public _8—__»Number One.” Such characters in real life naturally rate as —enaligg a etauamggE W'S when. their exploits startle the nation_by their audacity. In direct contrast, the self| ~ ————— SS ee sacrificing and noble achievements of is of course no question that the “eyes” have it when it comes to Joan Blondell, the feminine star of this Strand attraction which opens at that theatre. . But many are going to ask why does the story play up BLONDES as the dominant ones of their sex? You will ask perhaps, does the photoplay, “Blondie Johnson,’ reveal true facts when it shows that a blonde can excel in anything she undertakes, domingtes_as—2—leader of her asso(apsonuInien JOHNSON” CONTES™ ates poth male and female, in fact), ee Trae CONTE ——— <witle Pore ta should be placed so that muzzle comes EDITOR care~tie NE€ws. j any number of their highly respected sisters often fail to receive even ¢acual mention upon an obscure newspaper page. This regrettable fact has prompted the News to sponsor a highly diverting contest in which our readers can get the names of that splendid army of truly deserving feminine personages into the news spotlight. Therefore we ask you to name from among your local women the person you think should be designated as “Public Benefactress No. 1.” Write, in not over 100 words, the reason you present the name of some local woman for that honor. The person you name may have achieved fame in some field of endeavor which has brought credit to our city. She may have contributed something of inestimable value to the arts, played a prominent part in welfare work or given generously to charity. The following prizes are offered for the best letters received in this contest. (List Prizes Here) In addition, twenty pairs of guest tickets to witness the Strand presentation of “Blondie Johnson” next week, will be awarded the twenty next best letters. Address your letters to the “BLONDIE JOHNSON CONTEST EDITOR,” care of the News, to reach his desk not later than midnight .... In order that your letter will be considered you must name as “Public Benefactress No. 1” a feminine resident of this city. So get busy, and let’s give credit where credit is due. Let’s for once supplant the names of those who break into print because of some lawless exploit with those who deserve to have their praises sung. We reserve the privilege to publish contestants’ letters in these columns and we look forward with keen anticipation for those prize-winning answers to our question, “Who Is Our Benefactress No. 1.” NOTE: For your second day and succeeding stories, repeat the contest details and each day publish one or two of the best letters received. Whenever possible include a cut of the ‘“Benefactress” covered in contestant’s letter. BLONDE BEAUTY CONTEST THRU BEAUTY PARLORS Two angles supply the appropriateness of a “Blonde Beauty Contest” in connection with this attraction, the title of the picture, and Joan Blondell, the feminine star. This also gives an opportunity to tie in one or more leading beauty shop establishments. First of all, the shops tied in are to prepare the contestants for the stage presentation. Second, they furnish a prize of a course of beauty treatments to the winner. Announce through every medium at your command that you are sponsoring acontest to determine (“Akron’s) Most Beautiful Blonde.” Tie in the fact that the screen’s most beautiful blonde, Joan Blondell, was selected for the role of “Blondie Johnson” because of this. Page Twelve Other merchants can be tied in as donors of prizes, such as articles of feminine attire, luggage, perfumes, articles of feminine adornment, jewelry, etc., etc. You should have at least a week to work up the contest, ten days would be better. Reserve a special display section of your lobby for the exhibition of photos of contestants. Here is a chance to tie in a photographer. In return for the valuable publicity and advertising he gains, he is to make an especially low rate for photographs of all contestants. In the publicity stories carried on the contest pictures of some of the girls entered should be run. within a few inches of driver’s back. The driver with cap pulled low cruises slowly around the part of town where traflic is heaviest, being sure to halt as long as possible on each traffic stop. A small banner on rear of cab or disc inside tire cover should carry the following message: BLONDIE JOHNSON makes all men do her bidding. Now playing STRAND THEATRE Stills for Store Window Display There are several stills on “Blondie Johnson” which can be logically applied-as tie-up units for window displays. These illustrative features together with suitable tie-up copy incorporated on a panel upon which the stills are mounted, are welcomed by live-wire merchants who are always anxious to increase the “draw” of their window displays. And for the theatre, the «se of tie-up stills supplies a “shot” for the show that ordinarily would not be available. Here are the still numbers with type of stores to solicit for displays. If your exchange cannot supply you with any of the specific stills, you can obtain them from Still Department, Warner Bros. Pictures, Inc., 321 West 44th Street, New York, N. Y. CIGAR STORES Stills B.J. 12 and 138 FURRIERS Stills B.J. 29-82-33-53-91-98 TAILORS Stills B.J. 81 and 84 BEAUTY SHOPS Stills B.J. 99-100-101 has a decided “edge” on her sisters with less fair tresses? Does history point to a greater percentage of blondes in high places and a dominant figure in the affairs of men? From your own observation, do blondes hold a balance of feminine power in business, love or even criminal activities? Do blondes seem to hold certain requisites for gaining power? Are they better “vyamps” or is it just a natural trait whereby they can sway humans? Our readers are invited to render their opinion on this burning question, “Do Blondes Hold the Greater Sway Over Men.” Write your answer in not over 150 words and address to win one of the worth-while prizes listed below. (List Prizes Here) In addition twenty pairs of Guest Tickets to see that nationally talked about screen play, “Blondie Johnson,” starring Joan Blondell and Chester Morris at the Strand Next week, will be awarded the twenty next best answers. Get your contest letters in in the editor’s desk before midnight... . Let’s get the lowdown on the asserted superior achievements of blondes of the feminine gender. We may deem your letter good enough to publish. So get busy NOW. NOTE: For your second day and succeeding publicity stories, renew the offer of prizes and publish one or two of the best letters received. At end of contest segregate the best letters received during contest period and award the prizes accordingly. If possible see that a scene or star cut is pub lished with each day’s story. COMPLETE TEASER CAMPAIGN The following copy is suitable for snipes, window and tack cards, throwaways or “scatter ads” in your newspaper. Start this campaign before the regular announcements of picture engagement are made. Make no mention of theatre to preserve the teaser angle. HEY FELLERS! JOIN THE PROTECTIVE ASSOCIATION AGAINST BLONDES BEFORE “BLONDIE JOHNSON” COMES TO TOWN Here is another teaser angle. A sequence of “Blondie Johnson” reveals the tactics of a group of racketeers who work the old “protection” game on respectable merchants in the guise of selling them “Fraud Insurance.” The following copy can be used to advantage either for cards to be distributed throughout the business and shopping section of town or spotted on some page of your newspaper other than on amusement section. TAKE A FRIENDLY TIP! Dig down when my men come around to sell you FRAUD INSURANCE Nuff Said BLONDIE JOHNSON