Dames (Warner Bros.) (1934)

Feature Stories If you can set up the feeling that the word ‘dames’ need no connote rough, tough ladies, but. can also mean gentlewomen, you pave the way for a series of newspaper features. Stories can be ealled ‘‘Local Dames at Odd Jobs.’’ Each day tell about some local gal, who does an odd job such as driving a cab, running a gas station, ete. There’s lots of material —just have to dig it up! S$ For Life Size 3 STANDEES Six for $15. See them on page 32 Archery Contest If archery is popular in your town stage a Ruby Keeler Archery Contest. Ruby Keeler is an ardent devotee of this sport which has been gaining in popularity daily. Stills of Keeler posed with bow and arrow are illustrated on tie-up page and may be ordered in the usual manner. Easy Ballying Loew’s did it in New York. Gent or usher totes one of the stock standees through the streets and on trolleys. Slanguage Expression ‘‘dames’’ is actually slang definition of a woman. There are loads of other commonly used synonyms which while slangy have crept into our everyday language. Skirt, broad and femme are just a few. Run contest to find longest list. Ballys e Sniping @ Freak Stunts e Contests Advance Sniping Two weeks before picture’s opening snipe all advertising including posters and ads with announcement on ‘‘Dames.’’ Copy to read: “DAMES” ANOTHER WARNER MUSICAL HIT COMING TO (PLAY DATE.) Most likely you don’t, so we’re refreshing your memory with a quick resume Youngest ‘Dames’ For a few good-will building newspaper breaks, try this on your editor: make an offer of a small cash sum to be given to the first girl baby born on the day of your opening. Announce it a couple of days ahead in the newspaper—and let the chips fall where they may. of several of the applicable stunts from “42nd St.”—“Gold Diggers”—‘“‘Foot light Parade’’—‘“*W onder **20 Million Sweethearts.”’ YOUR ORGANIST Organist plugs the hit songs from the picture for radio theatre broadcasts and in for community singing. % * * FOR SIDEWALKS Stretch a large canvas or rubber mat over the pavement in front of your theatre to box office. Letter title in oil paint or 24-sheet varnished will last a day and also do the trick. from curb % * bd NATURAL BEAUTY Contestants are not allowed to use paint, rouge, lipstick, or other beauty aids. No only highGag is to find the girl with the most evening gowns; necked dresses. natural beauty. * * Ed PARKING LOTS Sign shop cuts out compoboard letters to spell D-AString across open M-E-S. air garages and street. * * * KIDDIE KAPERS Put a big kiddie show on your stage as an added atare always willing to strut their stuff and a prize to the best five will get you more than you Kids traction. ean handle. If there’s kiddie hour on your local radio station, use them for the stage show. * * % UPSIDE-DOWN Exhibitors in all parts of the Union are still getting lots of help out of the upside-down Taking any paper, from a 24 to a one-sheet and sticking it upside down, or both, will posters. backwards, or eause plenty of comment. % * % INVITE THE DEBS From the society editor of your paper, you can obtain a list of the debutantes scheduled to “come out.” Send them formal announcements, seats for reserving special their parties. COSTUME OPENING Broadsides, screen and radio announcements should _invite everyone to turn out in costume to compete for prizes. Awards are made on the basis of beauty and novelty. * * * DRAWING CONTEST Sponsor an art-lettering contest for Grammar and High School students. Offer gifts to those turning in the best lettering on the title of the picture. GALS ON BIKES Members of roller skating rinks and bike clubs will go for a parade gag. Supply signs reading, “On the way to see “Dames” at.................. Theatre. RADIO PASSES After any special Dick Powell or other broadcast you may arrange, spot an announcement that ten names will be chosen at random from the phone book. Any listener whose name is called, upon proper identification can secure passes from your theatre box-office. * * * NIGHT LIGHTS Electric letters atop _ bill boards will blaze away “Dames” for a nightly flash. Cut the letters from compo board and drill. holes to hold two or three rows of electric light bulbs. Be sure to use insulated wire. * * * LEADERS’ SHOW The maestros of radioland will be more than willing to endorse the film in. return for a special showing and the contingent publicity. THEME SONG You'll want your local radio entertainers working with you on this picture. You can wangle this by judiciously offering a prize to the artist who gives the best rendition of a chosen song from “Dames.” Bar’’—and OVER THE WIRES Have one of your female employees call numbers lifted from the telephone directory, and tell them in a chatty voice that the theatre is presenting a picture that week which listener is certain to enjoy. * * * SAY IT WITH MUSIC Plant a couple of goodlookers on a_ busy streetcorner with a portable victrola, title and _ play-date placards and heralds. Victrola grinds out hit songs. * * % MARQUEE GIRLS Get a dozen girls to parade on the top of your marquee. Have them hurl paper confetti into the crowds. * * * GALA OPENING. Decorate with banners, flags, American flags and city colors. Flood your: front with extra lights. Tie up with the -local florist to display flowers and greens. Have society debutantes act as hostesses. % a % LOBBY TUNES Music store’ places Tom Thumb piano in lobby. Have a pianist play and sing song hits from the picture. * * * PEP UP STAFF. Urge your house staff to talk up the picture to all their friends and to your patrons thus starting a wordof-mouth campaign, which is the most effective publicity. * % * PARODY WRITING Parody contest tied-in with radio station will key direct interest to the songs; and promote sheet music sales. Lobby and radio announcements get things started. Women’s Page Contest Plant it on women’s page offering prizes to best answers. Just to start the talkers. (Publicity Story) Are Girls of Today Less Beautiful Than Those 20 YearsAgo? Were the girls of twenty years ago prettier than the girls of today? Many men declare they were. Busby Berkeley, who staged the spectacular dancing numbers for the Warner Bros. musical], “Dames,” in which more than 200 of the most beautiful girls in the world participated, says sno.” Berkeley declares there is no “style” in real beauty—that each girl must be considered as an individual rather than as a member of a group. Yet undoubtedly the trend today has passed from the boylike hoyden of a few years ago to more rounded figures. What do you think? For the best letter comparing the accepted type of beauty of twenty years ago with that of today, giving reasons for the type chosen as most: beautiful, Ue a anareneen FS a (newspaper) will give two tickets to the................ Theatre where “Dames,” which stars Joan Blondell, Ruby Keeler, Dick Powell, and Guy Kibbee, Hugh Herbert and ZaSu Pitta, wil; open “On... o3 ees All-Purpose Still Still D-422 shows girls holding board. You can put your own copy on it. Good for counter cards, price tags, roadside signs, anything you say. Wire for it— a dime is all. Page Thirty-three