Bright Lights (Warner Bros.) (1930)

gang NU a7), } 2 AY, Any " yy Ay, Clever Novelty > Illustrated above is a reduced facsimile of the clever post-card novelty gotten out on “Bright Lights.” When this card is held to the light it reads—HOLD TO THE LIGHT AND SEE DOROTHY MACKAILL, THE HULA DANCER WHO BECAME THE IDOL OF THE “BRIGHT LIGHTS.” Your theatre imprint and playdates are also included in this copy which is invisible until held to the light. The grass hula costume also clothes the figure of a dancing girl in striking pose and is one of the reasons why this novelty will have a circulation away and beyond your actual distribution. Nobody will throw it away but pass it on to their friends. Order these HULA NOVELTY CARDS direct from manufacturer in all cases, as they are not carried in stock by any First National exchange. Prices INCLUDING IMPRINT OF THEATRE AND PLAYDATES are: 1,000 lots $15.00 per M. 9500 “ $12.50 “"™ 5,000 “ $10.00 “ f Order from D. D. SILBERER, 571 St. Lawrence Ave., New York, N. Y. Jantzen Tie-Up The tie-up arranged between the Jantzen Knitting Mills and First National Pictures is one of the greatest exploitation aids ever offered to exhibitors. Its scope is far more comprehensive and farreaching than any similar co-operative plan ever attempted. The Jantzen Knitting Mills have over ten thousand retailers in the United States. These dealers are all acquainted with this wonderful tie-up feature and stand by ready to fall in line with the co-operative campaigns which have been carefully prepared and consummated. Every one of these dealers have received from Jantzen, a complete tie-up campaign book which outlines the many co-operative possibilities, illustrations of all tie-up accessories, copy for newspaper ads and order blank for the many additional exploitation aids available. Every Jantzen dealer has been supplied with special tie-up accessories, some of which are illustrated in this section. Plus this effective window display material the Jantzen people have prepared cuts and mats, one and two columns, which you can get free of charge through their local dealers or by writing direct to SALES PROMOTION MANAGER, JANTZEN KNITTING MILLS, PORTLAND, OREGON. A National newspaper campaign will blaniet-the country with Dorothy Mackaill bathing suit advertising, besides the big National schedule of high-powered ads tying in Alice White which will break in the Saturday Evening Post, Cosmopolitan, Vogue and Liberty. The .Jantzen people also offer free to exhibitors the attractive 24sheet Jantzen bathing girl stand and which allows space for imprint of DOROTHY MACKAILL WEARS ONE. SEE HER AT THE (theatre and date). HOLD TO THE LIGHT AND SEE— DOROTHY © & Tub, by D. Silberer, $71 St. Lawrence Ave. N.Y. ©. Street Bally Newspaper Contest Technicolor. Technicolor surpasses any of its previous pest efforts for gorgeous: coloring and stereoptical effects in “Bright Lights.” Almost beyond belief is the splendor of the Congo scenes because of the natural color. Broadcast this fact through every medium at your command. Tell your public how the foremost achievements of the audible screen age, has furthered its claim as the “outstanding masterpiece of the cinema art” through the added eyefeasting on the exotic colors! Put out a truck on the street suitHere is a type of contest that is ably bannered. Cover the floor of | twice as effective as any other type truck with “grass-mats’” and set | and yet costs less to run. potted palms at each corner to creFor about a week before your ate atmospheric effect. If available, | opening of “Bright Lights,” get your engage two or three Hawaiian mu| local paper to run an “inquiring resicians in costume and a dancing | porter” column to answer the folgirl in hula costume, to bally as | lowing question: truck drives through business and “Should a celebrity’s deshopping section of town. If real served popularity and recogHawaiians are not available, hire nized talent go unabated once a steel guitar and ukelele player a disagreeable past has been made up as same. revealed?” : It has the double advantage in that it costs you nothing and it creates a greater interest in the column of the newspaper. The reporter in asking his questions of the people on the street si:ould explain that he is sounding out the sentiment of the local peo “Bright Lights” can boast of hav-/| ple in connection with the coming ing one of the most impressive and | showing of your picture. . entertaining all-color, talking, and The paper should run an explanasinging trailers ever offered ex-|tory note as follows at the head of hibitors for advance exploitation. | the column: This compelling spectacular subject In connection with the coming is an attraction in itself and one| showing of “Bright Lights” at the that should be given prominence in|............ Theatre, the News is your selling campaign to your pub-|running this special column to lic. Start running it long before | see what, the Sentiment Ol .4.cs your “Bright Lights” opening and |is toward its celebrities, national note the widespread comment. and local. All-Talking Trailer Lobby Bally Vitaphone Accessories The same idea as outlined under caption “Street Bally” can be used in your theatre lobby. No one is going to pass your theatre without first stopping to take in the Hawaiian music and dancing. You will find that a big percentage will step up to your box-office and lay their money on the line. Available at your local exchange are many Vitaphone accessories that will help you cash in on the million dollar Vitaphone advertising campaign. Free trade mark cuts and mats; Vitaphone slug cuts; Vitaphone paper and a free Vitaphone 24-sheet are on hand. Ask your accessory manager. with DOROTHY MACKAILL Frank Fay, Noah Beery Eddie Nugent, Inez Courtney James Murray, Daphne Pollard “Bright Lights” shining into a girl’s soul. Revealing to the world a past she wanted to keep secret. Hear DorotHy «MACKAILL sing “Nobody Cares If I’m It carriés you from the slums of Africa to nightlife of New York. Contrasting worlds and contrasting people and one fiery girl who blazed her way to the heights of both. One of the strongest dramatic themes our screen has shown in months. A FIRST NATIONAL™<LWETAPHOM=: “Vitaphone” is the registered trade mark of the Vitaphone Corp. sesigucting sts products, ALL TECHNICOLOR . Page Seven