Cain and Mabel (Warner Bros.) (1936)

THE TOWN ABOUT YOUR SHOW FEMMES BOXING ON FLOAT Two pretty femmes in fight togs and boxing gloves on a float going thru town oughta be able to give onlookers a lot of laughs. If ‘float’ idea sounds expensive, same stunt can be used as street bally. Sign reads: “‘A couple of knockouts from the song and laugh hit, ‘Cain and Mabel’.”’ "CLARK GABLE PUNCH’-A SODA A ‘Clark Gable Punch’ should go over at local drug store fountains. Display window cards and small posters showing Gable in fighting togs and which read something like this: “Have you tried a ‘Gable Punch’? Marion Davies had a sample in ‘Cain and Mabel’ at the Strand Theatre — and loved it. Try our sample? It’s a knockout!” TIE UP WITH DANCING SCHOOL You'll usually find that dancing schools will be eager to co-operate with you because of the plug for ’em and practice for Making A Big Stunt Out Of HOLDING A RACE FOR WAITRESSES Marion plays part of waitress in film and by own admission she was the best “hasher” in town. All of which suggests a stunt that should help make your town “waitress conscious.” We'll remind you that when Jack Dempsey opened his now world-famous restaurant in New York a stunt along these lines was used with great effect. It consisted of a “Waiters Race’ and every large hotel and restaurant entered their speediest waiters. That’s the gag and here’s how you can swing ‘‘Postville’s Fastest Waitress Race.”’ NEWSPAPER CO-OPERATION Hike down to local newspaper editor and sound him out on co-operating with you on this promotion. If he comes across, it'll be good for stories on the stunt, coverage of the race, etc. And since you’ll want to tie-up restaurants he might send his ad sales force out to garner co-op ads. REMEMBER — FILM INSPIRED STUNT ! youngsters before regular audience. Step around and see if they'll conduct prologue for opening night in shape of spectacle numbers, solo and team specialties, since there's plenty of tapping in film. STAR CIRCLES AS KIDS’ HOOPS QAEhaA The two 25” circular heads of Davies and Gable, shown on page 9, would make swell hoops to be used for street bally. On reverse side of circles print name of picture and theatre, and have two kids roll ’em down the street with a stick. FIGHTERS’ PICTURES IN LOBBY Since film hinges around a boxer, it might be a good idea to decorate your lobby with photos of as many fighters as you can lay your hands on. Newspaper morgue would be likely to have ’em and still of Gable in fighting pose is blown up for center display. RADIO PLUG AFTER MUSICALS A good time to spot your radio announcements, providing you use ’em, would be after the coast-to-coast musical shows. Your copy ties in where other program leaves off. Announcer’s spiel starts off with... “And now for more music, more comedy, more romance, etc., etc., etc.,”’ leading into your regular plug. OFFER CUP TO LOCAL BOXERS Maybe local amateur sports organization runs periodical boxing tournaments and if contests take place around time of film’s run, it might prove a sporting gesture on your part if you offer to present heavyweight winner with a love cup presented with your compliments. SELLING YOUR SHOW’S LAUGHS Let ’em know you’re playing an all-laugh show by keeping your lobby in the spirit of the film. In advance of opening, display following with regular displays: 1. Picture of house, with card reading, “This is where they raised Cain.” 2. Still of Davies and Gable in a room, with copy, “‘This is what happened up in Mabel’s room.” 3. Engagement ring with card, ‘‘This is the ring where Cain’s biggest battles started.” 4. Wooden merry-go-round horse with sign reading, “This is the horse that threw Mabel.” COUPLE BALLY IN THE STREET /) I| IN? Lad dressed as fighter goes along street skipping rope. On the back of his shirt are the words, “I’m Cain.” Good-looking gal follows behind him with, ‘‘I’m Mabel” sign. When large enough crowd gathers, they plug picture and hand out heralds. AIM ADS AT THE SPORT FANS In your campaign don’t forget the sports followers. A small ad on sports page of local newspaper will be well worth your while. Copy might read: “Fights! .. . . Cain vs. Mabel... . with Marion Davies and Clark Gable at the Strand Theatre.” Editor might use story playing up Gable as a boxer. Using same copy as above plant cards and posters around town. RESTAURANTS IN ON IT For the publicity in it, restaurants all over town should be eager to delegate their fastest waitresses as contestants. Eating houses might even go for co-op ads plugging their entries and at same time mention your show. ; _ CONTEST COMMITTEE You'll want to get your committee of judges lined up and a graceful gesture to co-operating restaurants would be to include managers as well as some big shots in the political and sporting world. RUNNING THE RACE Rules stipulate that waitresses must wear their regulation working uniforms plus a trayful of food and dishes. Race starts in street directly in front of theatre and girls run around block with their loads. First one to hit the tape is declared the winner and given title of town’s fastest waitress. For the race proper, you'll want to get local police force to clear the Streets of traffic for the time it takes to run it off. Remember that if anyone drops articles on tray, they’re disqualified. -ACCLAIMING THE WINNER Prizes that you were able to promote, cash, or ‘kitty’ collected from restaurants can be presented to winner on your stage with proper ceremonies, maybe with town ““biggie’’ handing ’em out. And stunting with the girl you might arrange “‘guest”’ appearances, interview over air and with newspaper feature writers, etc. Be sure to try planting stills of Marion in waitress costume with winner dressed likewise. FREE RADIO SKETCH Twelve minutes of the exciting action, romance and music from the film make this dramatization one of the finest we’ve ever offered. Three minutes at beginning and end are reserved for your plug. Just send a note to Radio Director, 321 West 44th Street, New York City, and you’ll receive a mimeographed copy for each member of the cast by return mail. Page Five