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MAILING CARD STUNT WITH EXCELLENT TEASER VALUE
—_—_4
Two variations of copy are furnished here for mailing cards to be sent to both feminine and masculine prospects.
Cuts or mats are available for this copy and the name of theatre has only to be written in at end of post
script in handwriting as nearly resembling the balance of message as possible.
The regulation U. S. penny postal can be imprinted, thus bringing the cost of this little stunt down to a minimum.
For mailing list. Masculine names.
Bese . ie ee As 4teq\
Yer out wna wagk week, W Aitwms a4id PR es es segs Te
0/ PyLendur, \ :
: RIG maler A the onde “Cae ak the,
For mailing list. Feminine names.
eur ma ptaur Ce ace
Both cuts in this stunt are available.
Order Cut No. 24. Cut 30c. Mat 10c.
INQUIRING PHOTOGRAPHER
The familiar “Inquiring Reporter” stunt is made to order for “Blondie Johnson” and the question propounded is bound to gain a wide variance of responses. Arrange with your newspaper to station a Reporter-Photographer at some prominent corner, entrance to office or public building (a different spot each day) for as many days as the cooperating editor will agree to handle the stunt. Each day the “Inquiring Reporter” is to ask five people the question, take down their answer, name and address and snap each for thumbnail cut to be published in the “Inquiring Reporter” column.
Here is the heading for the daily column together with a sample response. Five of these answers should be printed with the thumbnail cut of person interrogated insetted with each.
In effecting this tie-up with the newspaper, we suggest that to each person interviewed by the Inquiring Photographer, that two guest tickets to “Blondie Johnson,” be given.
Be sure to get copies of the paper carrying the stunt, and display blowups in your lobby.
Tmqquizins Photographer
Five persons picked at random at (location here) were asked the following question yesterday: “The Strand Theatre presentation of ‘Blondie Johnson’ plays up the assertion that among females, blondes dominate the newspaper headlines. Do you agree?”
Miss Bertha Betts, 21 Main Street, stenographer: “I agree up to a certain point. Blondes do seem to dominate the headines in those stories of crime, divorce suits and the like. But as for those ” whose names get into headlines for some fine achievement or accomplishment I am sure blondes are rather out of the running.
NEWSPAPER INTERVIEW ON ATTEMPTED “CON” GAMES
In the film “Blondie Johnson” perpetrates an ingenious “con” game on. one of the town’s fashionable jewelry shops. Tie this incident up with a feature interview with the owner, manager or protective agency of local exclusive jewelers, furriers, auto
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mobile dealer, etc. Have them tell of similar fraudulent attempts and their methods of preventing and apprehending such swindles. This idea is packed with genuine news interest and a wealth of material is certain to be available.
NEWSPAPER AND DEPARTMENT STORE “BLONDIE JOHNSON” HUNT
This idea, an adaptation of the “Raffles” gag, was used with exceptional success in Los Angeles and other points, on “I Am a Fugitive from a Chain Gang” and “Doctor X.” The story of “Blondie Johnson’ is tailor-made for just this sort of scheme—so put everything you have in
back of it!
Arrange to have an unknown girl, a blonde, named “Blondie Johnson,” for the occasion, appear at a stipulated public place on the morning of your opening. Offer rewards of promoted prizes and tickets to those who correctly identify her. Handle the stunt like this for best results:
1. Tie in with your local newspaper
to publish daily a photograph and de
scription of the girl. Make it a point that part of her identification necessitates tapping her on the shoulder with a copy of a newspaper you have tied in with, say “You Are Blondie Johnson.” As can readily be seen this makes it an excellent circulation builder.
2. Suggest to the advertising manager of the newspaper that “Blondie Johnson” mix with crowds at various department stores which are having a sale or at some other public place. In this way, it may be possible for the ad department to get some extra lineage because the department stores will undoubtedly be willing to take additional space to announce the girl’s presence in their stores. If you are successful in tieing up with a department store, be sure that their ads carry the copy telling about the stunt. It may be possible also to put throwaways in their packages, banner their trucks, stamp their bills and whatever mediums suggest themselves to you. All such literature should carry photo and description of “Blondie Johnson” together with your tie-in
copy.
In operation the stunt works this way:
The paper shows the picture of the girl. The paper says that she will start from a designated point, walk on a special street, approach an individual store, mingle with the crowds, and invites its readers to tap her on the shoulder when they have recognized her and say, “You are ‘Blondie Johnson, which opens tomorrow at the .... Theatre.” Keep the girl moving from one section of the city to another. If the tie-up also includes department stores, have the papers publish the time during which she will be at each department store, specifying the department.
Award the prizes by whatever method is most convenient to you and the stores donating the prizes.
Be sure that it is emphatically stated that no relative of any employee or any employee of the newspaper, the theatre, cooperating merchant or Blondie Johnson will be permitted to enter this contest.
See Merchandising plan on “I Am a Fugitive” for publicity stories with this
stunt.
THE MAGIC SQUARE A GOOD BET IN THESE PUZZLE-MINDED TIMES
The Magic Square has already been used by live-wire showmen in many parts of the country with gratifying results.
The Magic Square which has been especially . prepared for “Blondie Johnson” conceals a sentence of 9
ae ¢ ” alatesthat the_news aper sto mus. words containing 43 letters 7) Sh a ani tes hae i
alphabet. It is “JOAN BLONDELL IS THE FEMALE PUBLIC ENEMY NUMBER ONE.” The mystery is solved by beginning at the circled letter, and moving one
square up or down, right or left (not
diagonally) and ending with the
square which contains the period. Plant the Magic Square_with your
newspaper, and introduce eg by the following story, which stipu:
4 ———— :
pe torn from the paper ana returu to the Magic Square Editor at the Theatre by contributors. Award guest tickets, and other prizes at your discretion.
(Publicity Story)
Meet Blondie Johnson by Way of the “Magic Square” Puzzle
UEST tickets to “Blondie Johnson,” the First National picture costarring Joan Blondell and Chester Morris, which comes to the... .
Theatre .
_ . next—will be awarded to the 25 readers who first send
in correct answers to the intriguing maze shown here.
Two and a half million jig-saw puzzles are said to be sold each week
in this country. Jig-saws share popul
Cut No. 25 Cut 15c Mat 5c
word-games, cryptograms, and a thousand and one other brain-polishers, which now threaten to put bridge on the run. That is the reason you and all your folks will be interested in the Magic Square.
This is the way to go about figuring out the hidden sentence, which,
arity with cross-words, anagrams, by the way, describes the heroine of “Blondie Johnson.” There are nine words in the sentence, made up of forty-three letters of the alphabet. Begin with the letter in the square which has the circle. Move one square, right or left, up or down (not diagonally) and end at the square which has the period in it.
Twenty-five pairs of guest tickets to “Blondie Johnson” will be awarded to the twenty-five persons who first send in the right answers.
Tear out this story and enclose it, with your answer, to the Magic Square Editor at the ... . Theatre, on or before... . next. Midnight
. is your deadline. Here’s your chance to see the sensational “Blondie Johnson” free. Show ’em just how good a puzzler you are! Blondie Johnson took a chance—so did Steve Brodie! Take a tip! Tear this story out... and go to it!
CER: TR RAR NEI SRT TREE EBLE ROPE OE ELI TIE EE LTE I COLE LEE LE ESE. SOO ELE ELLE ALE LEDS AIODD RSE EN IE IE DAES AEE INIA DNC
Special enlargements of Joan Blondell are available to you. Enlarged to regular one-sheet size (28x42) and mounted on heavy beaver-board, they can be had in either black-and-white or beautifully colored.
Especially priced at $2.00 for black-and-white. $3.00 for full color.
F. O. B. New York. Not carried at exchange.
Order direct from Photo-Color Studios, 220 West 42nd Street, New York, N. Y.