Ceiling Zero (Warner Bros.) (1936)

Soe ee =— ) ~~ a EXPLOITATION 16 TRIED & TRUE AVIATION STUNTS We’re publishing this list of oldies not just because we think they’re O. K., but because letters from the field indicate their success. How many can you use? 1. Post stills from old aviation flickers, plus enough info to make identification possible. Patrons who guess names of al! pictures win ducats. 2. Borrow “wind-sock” from local airport and set it up over theatre with your play date painted on. 3. “Orientator,” borrowed from local aviation school, is set up in lobby, with patrons given a try at working it. 4. Still exhibit or models showing how planes have improved in the past twenty years or so. 5. Large searchlight, from landing field or Army Post, set up on marquee. 6. Aviation columnist on local sheet attends opening and gives technical review of film. 7. Nite club co-operates by presenting aviation show, with gals dressed in aviator cos: tumes. 8. Tie-up with Jr. Birdmen of local paper, arranging theatre party for all members. 9. Army or civilian fliers maneuver above theatre on opening day. 10. Contest for best amateur photographs of aviation subjects. 11. Local Aviation Cadet Corps of America parades to theatre. 12. Technical exhibit set up in lobby or window. 13. Bookstores tie-up on aviation books, with window displays, bookmarks, blotters, etc. 14. Flying school head offers examination in theatre, with free scholarship to winner. 15. Cut-open airplane motor borrowed from airport and set up in lobby. 16. Airplane with P. A. system plugs film from above theatre. RADIO ‘CALLS’ AVIATORS Radio in lobby or P.A. system out front can be connected to microphone, with somebody speaking through it as if talking to plane. Spiel can run along this line: “Calling pilot 27! Calling pilot 27! Visibility excellent. Land at nearest airport and come to the Strand Theatre to see ‘Ceiling Zero,’ with a star-packed cast headed by James Cagney and Pat O’Brien. That is all, Pilot 27.” FOLKS PLAY ROULETTE For lobby stunt, rig up roulette wheel with propeller instead of usual indicator. Each patron is handed a numbered card, and those holding winning numbers grab off ducats. If you think it’ll run into too many tickets, then print cards with only half the numbers on wheel, so that you'll average only one ticket for every two spins. YOUNGSTERS’ AIR MEET — ee See =~ f New York parks are often the scene of junior air meets, with youngsters entering models in the various type races. If you’re considering it, try for newspaper cooperation. PLANE NOISES RECORD You'll find plenty of ways to use recording of airplane sounds. In lobby, float or on the air, the sound of zooming planes should give added color to your stunts — and the one that’s available on this picture is a honey, so why not see if it fits in your campaign? Order record No. 1036 — $2.00, C. O. D. from: THOMAS J. VALENTINO 729 7th Avenue New York City BAROMETER OUT FRONT For lobby or front, why not a big barometer, thermometer and visibility chart? Patrons look at it for weather information and naturally they also see that you’re playing ‘“‘Ceiling Zero,” by the sign attached. FILM ARRIVES BY PLANE Possibly you'll break into print if film arrives by air mail and committee of celebs drive out to airport to welcome it. Bannered cars, top hats and speeches should get a little attention, no? OPTICAL STORE TIE-UP Optical store ties up with goggles. Copy tells how important perfect vision is in flying and driving — also mentioning picture and using your stills to illustrate. INVITE AVIATION CLUBS Many schools have informal aviation clubs. If there’s one in your town, logical thing to do is to contact head man and try to arrange theatre party. SCREENING IN PLANE It’s not a new idea to have special screening in plane, but its a good one, especially if mewspapermen are invited to attend—and write! AIRMAIL STAMP DISPLAY | Many youngsters and oldsters will be interested in a display of airmail stamps in lobby or store window. And you could make it the basis for a contest by offering ducats to those who hand in most complete collections. MODEL AIRPLANE CONTEST Here’s an oldie but it’s always good on a film of this type: Run contest for model planes built by children. Stores co-operate by supplying prizes, with local aviators acting as judges. Needless to say, entries ate exhibited in lobby. RADIO ROOM IN LOBBY Portion of lobby could be fixed up like radio room of airport. Man at the microphone keeps up a running conversation with ‘pilot,’ working in plug for show every now and then. Or maybe you can set up a real set and tune in on actual airline messages. TRAVEL AGENCY EXHIBIT Travel agency may be interested in a display depicting the history of transportation, progressing from the oldest prairie wagons to the latest model airplanes. Can be set up in lobby or window. PILOTS ATTEND OPENING A bit of publicity may blow your way if you invite local pilots to opening, using their raves for stories, blow-ups and ad copy. And if they’re well known ’round town, there’s no harm in letting *em come up on stage for a bow before show commences. TIE-UP ON TOY PLANES Department store ties up on toy airplanes. Window display and counter cards advertise their product — and sell your show. ‘AIRPLANE’ HAT EXHIBIT Latest fashions show many “streamlined” hats for women, using airplanes, dirigibles and cars for their inspiration. Possibly you can arrange window display of these models, along with stills from picture and card dedicating ’em to your show. Page Seven