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Subsequent run theatres are in an advantageous position to exploit this picture because of the publicity, advertising, and word-of-mouth build-up already instituted by the first runs. However, merely capitalizing on what has already been done is not enough. Theatre managers of subsequent runs can
inject a direct ‘personal’ appeal in their exploitation. Following outline suggests ways and means...
Call on prominent men and women in your community. Address meetings of the Rotary, Kiwanis, social groups, and club luncheons. These people have already heard about the picture. But you must remind them that it can now be seen in your theatre and that it is ‘imperative’ for them not to miss it.
There also is a definite program for school cooperation. Superintendents of schools and faculties should be enlisted for support because the picture is a great lesson in Americanism. Place ads and publicity stories in school publications. Encourage the writing of editorials similar to the one on page 13. Offer prizes for the best written article on the Nazi spy situation. Hold a contest for cartoons and sketches on the Nazi spy activities in America. Distribute the leaflet shown on page 8. Other school promotion ideas, pages 9 and 10.
And, this is also important — your direct mail and telephone work. Letters, postcards, and other mailing pieces should be sent to organization heads and membership lists. If you have unlimited phone service, call as many people as you can and tell them the picture can be seen in your theatre. Tell them to tell their friends. Have all your employees phone their friends and tell them about this important picture.
Capitalize every local source for your showing. Watch the headlines for latest Nazi spy developments. Use the local reviews of first run showings for all they're worth. Make your lobby and front scream with the importance of this picture. Use huge enlargements of the ads and cut-outs of the posters. Other ideas for lobby displays appear on page 9. The first runs have laid the ground work. Now you build on it! Stick out your American chest and play it BIG!
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