Dark Hazard (Warner Bros.) (1934)

KL xploitation Ideas il Ht +4 WHIPPET The illustration shows a_ reduced facsimile of the ‘‘WHIPPET RACE TICKET’”’ available on ‘‘Dark Hazard’? and is a counterpart of the real thing. Its particular value, aside from its novel, inviting appearance, is the fact that recipients will retain same, owing to the lucky number angle. These tickets are serially numbered and the following copy is printed on stub: ‘‘Bring this Ticker to the lobby of (THEATRE NAME) and if the above number is posted in the lobby TWO IDEAS FOR FLASHY DISPLAYS With GENEVIEVE TOBIN & GL STRAND THEA! $$$ SSS WEEK STARTING MONDAY, JANUARY 8TH EELE STLE LPEE LEE TTEEESEETELEEE FEET ELESEEEELEEE ETTE Two effective lobby displays can be made to plug your showing of “Dark Hazard.” One idea is to show a giant book made with-a shadow box effect. The cover of the book is ripped away to disclose a cut-out of Edward G. Robinson in one of the big scenes from “Dark Hazard.” The copy on the cover of the book sells the picture, whereas the smaller reproduction of the book on “Little Caesar” recalls the brought which Edward G. Robinson and proved to be one sensational picture screen fame to of the biggest sellers written by W. R. Burnett. later be used in a window tie-up This display may with your local book dealer. The other idea is to have made a large book, the pages of which are mounted on hinges so that they may swing open to disclose blow-ups of the scenes from the picture. You will find a good selection of stills and punchy dialogue lines to use for this display in another item listed | in this section. {| [Pereasecememmmommes 357 2 < | i WHIPPET fs? g RACES fae: RACES | "7 |2 Ms Seger fi ft stranp| Cio #222283 = &@ STRAND ee y eeskoe CA) Theatre | cy) : be ceses Bi h Weck 10 pee eoe ae Starting Z. Mazens NB ELL a MON. | | OB EE 22S seas a JAN. w al m 203 “3 a Ge i ah [ol beeiss i gesssseseszsezszezss 5 {; 2 2 3 you will receive a guest ticket admitting you to see EDWARD G. ROBINSON in ‘‘DarK HAZARD.’’ Illustration indicates position of theatre and playdate imprints. Actual size of WHIPPET RACE TICKETS, 24% x 7% inches, on tinted regulation | ticket stock. Through any method you eare to use, draw.or select a certain number of numerals corresponding with those imprinted on tickets and post same on a ‘Lucky Winner Board’? in thea USE INQUIRING REPORTER GAG Here is an absorbing question which the ‘inquiring reporter’ ean ask five or six women daily, and whose answers are bound to make highly reading. The same can be made doubly so, if a snap is taken of each woman interviewed and a thumbnail cut of each published with answer. interesting Here is the copy for “Inquiring Reporter” column to be used in cooperating newspapers. INQUIRING REPORTER For the next few days, our correspondent will interview six women daily somewhere in the shopping district and ask the following question. The following day the answers together with snapshots of those interviewed will be published here. QUESTION—In the Edward G. Robinson picture “Dark Hazard” coming to the Strand next week, a wife leaves her husband twice because of his confirmed desire to gamble. Would you live with a gambler who would not reform? day stunt or can be extended over a period of several days by distributing a certain quota of tickets in various localities each day. Prices—including imprinting and serially numbering. 1M, @ $4.00; 3M, @ $3.75; 5M, @ $3.50; 10M, @ $3.25. Order Direct From: ECONOMY NOVELTY CO. tre lobby. This can be used as a one 239 WEST 39th ST. N. Y. C. WILLTIEIN “Dark Hazard” was selected by the Book-of-the-Month Club as their choice for September, 1933. It rates as a best seller from coast to coast and exhibitors can secure real cooperation from both publishers and local book dealers through a tieup arrangement already planned for The moment your playdates are set on the picture, notify Mr. A. C. Marple, Adv. Mgr. Harper and Brothers, 49 East 33rd St., New York, N. Y. requesting their cooperation and a list of their local dealers. This will be forthcoming, in addition to 4direct notification to the dealers, urging them to use a tieup window display and otherwise cash in on the picture engagement. Contact these dealers and supply them with whatever window trim they require, including stills, tieup cards, cutouts, ete. BOOK DEALERS In tie-up copy, | play up Robinson’s superb portrayal of the leading book character and the ‘book-of-the-month’ angle. Page Twenty frame. 160 W Here’s a real buy in photo enlargements! The price—only $1.25 each—gives you an opportunity for a really colorful lobby, front and window display. Photos are one-sheet size, 26 x 42 inches, and fit in the stock They are available in three colors, buff, peach, and green, on heavy, durable stock, and are especially suitable for shadowbox displays and other transparent effects. Subjects can be mounted and backed with easels if desired. Immediate C. O. D. shipment is guaranteed. Order direct from: NASIB STUDIOS est 46th Street New York City TEASER CAMPAIGN TO SELL PICTURE So few cities maintain a Dog Track or enjoy the running of “Whippet Races” that to infer that such an event would take place is bound to make people sit up and take notice. In connection with this copy for snipe posters, window and tack cards, throwaways or even ‘scatter’ ads in newspapers, you can ‘frame’ to have several “letters to your editor” sent in protest to newspaper, one or more of which may be published and thereby start a controversy. The complaint can be based on the cruelty to animal or the gambling angle. Here is your teaser copy. ATTEND THE BIG DOG RACES WEEK OF JAN. 8th featuring “DARK HAZARD” The World’s Fastest Whippet TIE-UP WITH LIBRARIES The fact that ‘‘Dark Hazard’’ was selected by the Book-of-theMonth’’ Club for September 1933, gives this book a definite prestige with librarians. You should have no trouble in securing cooperation from this source, to the extent of having a tieup card placed at counter board. Also supply bookmarks, to be slipped into every outgoing book and for the convenience librarian with of visitors in the reading rooms. Bookmark copy should emphasize the ‘Book-of-the-Month’ angle and that Dark is being shown at your a faithful picturization of Hazard’? theatre. A supply of these bookmarks should also be left with all book-dealers and the book department managers of department stores. Actual Dialogue Lines Add Punch To Still Display The effectiveness of your lobby display will be greatly enhanced by definitely tying in the punch dialogue lines from the production stills with which they are associated. Here is a set of eight eye-arresting stills depicting tensely dramatic and vital situations in “Dark Hazard” the selling power of which can be tripled through the accompanying of the actual dialogue lines. Make a separate display unit of these stills and give it a place of prominence in your lobby or at entrance. Make blowups of this set and carry the dialogue copy in proportionately bold lettering and you are bound to attract every passerby. The stills are included in the regular set available at your local exchange. GENEVIEVE TOBIN: “Don’t be so affectionate, Jim—the neigh bors’ll think we’re not married.” Still No. 19 GLENDA FARRELL: “Where have you been keeping yourself, Buck? Come on—give mama a big hug.” GENEVIEVE TOBIN: “I don’t Still No. 62 care where you’ve been or what you’ve done, Jim—I haven’t been in any convent myself.” Still No. 93 EDWARD G. ROBINSON: “But you must take it—it’s really your money, you know.” Still No. 84 GLENDA FARRELL: “If that’s what you call the middle of a streak —TId hate to see you when yow’re really warmed up.” Still No. 66 EDWARD G. ROBINSON: “You must believe me—I’m through with that life ... and that woman.” EDWARD G. ROBINSON: “A bone for him! him something good to eat.” Still No. 56 Pll eat the bone—give Still No. 69 GEORGE MEEKER: “You ought to realize by now that Marg can never be your kind of a woman.” SPECIAL ONE-SHEET ENLARGEMENTS SERVE VARIED USES Still No. 99 and on bulletin §