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Obviously the keynote to the Exploitation of this picture by first run theatres is the sensa
tional expose of the Nazi espionage activities in
the United States. This is played up in our publicity and advertising, and likewise should be stressed in your personal contact work outlined as follows...
First, electrify interest with a well-organized word-of-mouth
campaign. Use the 4-page leaflet carrying the swastika and
picture title on its front page. (See page 8.) Your theatre staff
can plant the local grapevine by telling their friends about "an important picture — ‘Confessions of a Nazi Spy' coming to your theatre." Make brief radio announcements. The more you talk about the picture the more others will talk about it!
Once you have your word-of-mouth campaign in full swing, it will point up interest in your advertising and publicity. Therefore, be sure your advertising schedule calls for an increased amount of daily space over and above your top budget. This is the only way to command smashing attention!
Likewise your publicity campaign must receive special attention. It is a ‘must’ to get the full cooperation of publishers, managing editors, news editors, columnists as well as movie editors. Cover all papers in your territory. Strive for day to day news breaks. Get editorial support. Point out to your newspaper contacts that the picture is important because it ties in with recent Nazi spy trials in New York, Los Angeles, and the Panama Canal Zone — and therefore is still a hot topic which has the public's interest at fever pitch.
Personal contacts with heads of active social organizations should be handled along the same lines as your publicity. Get organized support and cooperation of entire memberships for your showing. Use the mails and make short talks at meetings. Material for this is provided in the editorial on page 13.
For lobby and front display make your theatre indicate that something big and important is about to happen. It is your American privilege to show this picture and a privilege for every American to see it!
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