Brother Rat (Warner Bros.) (1938)

Vis poBB> PRAISE FOR PRISCILLA Priscilla Lane received high praise from movie critics throughout the country for her performance in "Four Daughters," many predicting stardom. Use these quotes as part of display in lobby. Copy under large blowups of Priscilla Lane: Remember her as Ann Lempe in ‘Four Daughters'? — now see her as Wayne Morris’ girl friend in the year's laugh-sensation, ‘Brother Rat,’ coming to this theatre beginning Friday." V.M.I. COLOR MOTIF Colors of Virginia Military Institute are USE THIS 1-SHEET DISPLAY DRESS UP YOUR STAFF Uniform of average service staff has great similarity to those of Military Academy. Supply your doorman, tickettakers and ushers with the special Cadet cap available for ‘Brother Rat,’ (See Page 9) add an imprinted sash plugging title and playdates and you have a swell boost for the picture. AW, CUT IT OUT! One glance at the 24-sheet illustrated on inside back cover and you'll think of ways to make use of the 6 foot high heads of Priscilla Lane and Wayne Morris which red, yellow and white. We suggest that your artist use that color scheme in lobby and front decorations. TRAILER TOURS. Arrange to have a group of pretty girls dressed in abbreviated cadet uniforms stationed in hotel lobbies, railroad station, and in similar busy centers with a port able projector and the trailer on "Brother Rat.'' The projectionist Wt Big Laff ot— Some Fon! Above illustration shows how to use the one-sheet in your lobby week before picture opens. Your artist can make a giant cutout of "Brother Rat" giving the "Hi" sign. THE TOWN your artist can easily cut out and mount on compoboard. We can see it on the marquee now. STAGE A MILITARY WEDDING A military wedding with invitations to the public has never failed to arcuse great interest. It's been tried before with big results and so we recommend it for your "Brother Rat" campaign. A little is dressed in uniform and is in command of the squad. Under his direction the girls march in with snappy military precision, set up the projector, hold a screen and run off the trailer for the benefit of onlookers. Novelty of this stunt should make a hit, and make prearrangement with spots to be visited easy. WELCOME “BROTHER RATS”’ Alumni members are invited to attend performance. If any are prominent local figures, get them to say a few words on the great traditions of V.M.I. Wires or letters referring to picture and written by local boys now attending V.M.I. are mounted on display board in lobby. Giant postcard displayed in lobby is addressed to V.M.I. cadets from your town. It voices civic pride in having representatives at V.M.I. Patrons are invited to add their names to the testimonial. Florist displays special carnation named Brother Rat Carnation."' Arrange to give one to every mother and sister of a V.M.I. student who attends. investigating on your part among Military school graduates, Army Posts, American Legion, etc. and you may have the wedding set up waiting for a tie in. On the other hand you can always stage a "Mock Wedding" with all the military embellishments. Affair is rehearsed and put on as part of regular program. FIRE! FIRE! ON MARQUEE COR NW Mlle cy EE RotHER BAT i Berm 509000000008 Credit Irv Windisch, N. Y. Strand exploiteer with this marquee stunt that went over with a bang. On eve of opening twenty-one shots, but LOUD, were fired from papier mache cannon. Giant firecrackers were used. Couple of attendants dressed as cadets, looking over marquee with hands over their ears, adds a comic touch. (6) GENERAL INFORMATION Group of pictures of famous Army generals —graduates of V.M.I. (Stonewall Jackson et al) are placed alongside exhibit of stills of Wayne Morris, Johnnie Davis, Ronald Reagan, Eddie Albert and Gordon Oliver all in V.M.I. uniform. Copy: "Brother Rats today. ..Generals tomorrow!" WHAT’S A “BROTHER RAT”’ This copy displayed in lobby will put across the correct meaning of the picture's title. "At West Point, it's ‘Cadet’; "At Annapolis, it's 'Middie'''; (Under stil BR 75 — showing a V.M.I. plebe being initiated) "At V.M.L., it's ‘Brother Rat’... film of the year. On our screen Thursday." Now the funniest