Calling Philo Vance (Warner Bros.) (1940)

sET BUSY ON EXPLOITATION: — wing Around Town falling Philo Vance”! A few passes will enlist hotel bellhops on your side in working this gag. Get them to periodically go through the lobby of their hotel shouting, ‘‘Calling Philo Vance, Calling Philo Vance.” About one week before your showing of Philo Vance thriller, one of your ushers shouts ‘Calling Philo Vance” during house breaks. In much the same manner as he’d call for a doctor, the boy can shout, “‘Is Philo Vance in the House? Calling Philo Vance.” Hook up loud speaker attachment to a car and have it driven through the streets. Announcer says: ‘‘Calling Philo Vance, Calling Philo Vance” through the amplifier at all busy intersections. Placards on side of car sell your billing and playdates. Get copies of newspapers bearing headlines about spies, U. S. planes, espionage, international intrigue, ete. Surprint with bold copy reading: “Calling Philo Vance! Calling Philo Vance!” See ad 203 for method of treatment. Spot Title in Tabloids With a title like this, it's easy to get attention via local tabloids. Spot lines throughout the sheets reading: "Calling Philo Vance.’ That's enough to attract plenty of advance interest and pre-sell your show for you. Detective Mags Sell Show This one isn't so new but it always works on mystery pictures of this sort. Promote back issues of detective magazines from newsstands and get them distributed to your patrons. Pasters plug your billing and playdates. Local Bookstore Tie-Up S. S. Van Dine, the author of "Calling Philo Vance," has written some of the best mystery tales ever published. His public will all be interested in learning that your feature is one of his yarns so be sure that bookstores and circulating libraries all hear about the show through direct mail, local tie-ups, etc. Vitaphone Trailer nee Selling Boost! Release a Model Airplane For an advance publicity stunt, announce that a model airplane will be released from the highest building in town at a certain time of day. Lettered on the side of the plane is this statement: ''Finder, please return to Philo Vance at the Strand Theatre. This is a vital clue in his new case.” Use Dealer Tie-up Stills A specially posed set of tie-up stills is available on ''Calling Philo Vance.'' Consisting of six stills, the set includes tie-ups on: Pet shop, cigarette case, men's suit, ladies’ pearls, ladies' tennis outfit and skis. Complete set can be obtained from Campaign Plan Editor for 50c. Clue Used As Teaser Gag Philo Vance solved the murder in the picture by figuring out that a door had been opened with needle and thread. Insert a threaded needle in an envelope with copy on the face of the envelope reading: "This is the clue that helped Philo Vance solve his most baffling case." DOG BALLY STUNTS x —" COME ON IN } AND SEE ME HELP ‘ PHILO VANCE SOLVE \ HIS MOST BAFFLING Captain MacTavish, Philo Vance’s Scottie mascot, tie in nicely on many exploitation stunts. Place a small wool Scottie on a table in the lobby. Underneath the table, concealed by a curtain is a victrola. Have a wax recording made at some music shop with copy along the lines as illustrated. Make an effective street balRun a dog-checking booth ly by having somebody, in your lobby. Hire some redressed like Vance, walk a sponsible kid, who won’t get Scottie pup through the lost, to take care of your pastreets. Lettering on dog’s trons’ pooches while they’re sweater reads: “I am Capattending the show. Decortain MacTavish, Philo ate the booth with doggy Vance’s first assistant. See stills available at your local us in action at the Strand.” Vitagraph exchange. One of the Special Lobby Displays Designed and i Built by ik } ‘a American i Display Co., Ine. 525 W. 43rd St. New York, N. Y. 40 x 60 Hollywood Special Page Five