Doctor X (Warner Bros.) (1932)

°Poctor XK” Police Hunt Here is a stunt worthy of extra effort because of the sure-fire results it will bring. It may require a bit of salesmanship on your part, but if you can put it over, it’s a sure wow. Here’s the idea. Get in touch with your police department and sell them the idea of advertising their great efficiency by showing how quickly they can track down a wanted man. Furnish the police with a complete description of a man called ‘“Doctor X,” together with a description of the automobile he will use and its license number. Start the man out from in front of the theatre and after giving him a 20 minute intervals giving you his to locate him. Arrange to have “Doctor X” phone you at 30 minute start, have the police try location. Post each. report in front page publicity. Or if you fines of a newspaper bulletin, such as: “Doctor X” reported at 12:20 A. M. Streets, etc. Pe ot 0: e: Steeth is stunt should get you ™ front of your theatre along the ' wish to strengthen your newspaper tie-up, you can arrange to have “Doctor X” phone the newspaper each half hour. If the police department in your city has automobiles equipped with radios, you can have the newspaper phone headquarters or relay the information as to the whereabouts of “Doctor X,” yourself. For eities under 50,000 this same stunt can be worked with this change. Instead of sending “‘Doctor &” out in an automobile, have 7 k around the city. “Doc t, should be nm. Rp br oo Oke ° a special matinee, the proceeds of which are to go to the police benevolent fund. Midnite Pre-view Arrange for a midnight preview on the eve of your opening day. As a bid for added notice eo Stage it this way: With other ~ houses in the neighborhood probably dark at the time of the showing, use dark green baby spots focused on the marquee and entrance instead of your regular marquee lighting. This will be particularly effective at midnight when stores and streets are dark. Douse all lights in the lobby, using dark drapes over the doors to keep outside light out. Ushers dressed in white linen suits as worn by internes, can escort patrons from the outside door of the lobby into the house. If a completely dark lobby is impractical have two baby spots with color wheels flash dark green and blue lights. This, in addition to creating a mystery atmosphere, is good for word-of-mouth publicity as well as newspaper mention. IMPORTANT | NOTE Be sure to ask your patrons, via theatre front signs and the screen, not to reveal the exciting climax of “Doctor X” to their friends. Your copy should read: “Owing to the thrilling and unexpected climax of “Doctor X,” the management respectfully requests its patrons not to reveal the solution of this greatest mystery of all * ate recia sO r ey ae Le si = ‘ b, ri “s y = PS # 3 << aces 2 3 3 at Market and Walnut. > , on His center around. which; if _ plant plenty of stills. ay EXPLOITATION SPECIAL JIG SAW PUZZLE NOVELTY Cut out carefully with scissors the letters above spelling the name of Lionel Atwill. See if you can arrange them to form the head of this great actor, whose powerful role in “Doctor X" will remain with you always as one of the most unusual parts any actor was called upon to play. Here is a novelty that you can be sure will be taken into the home, with a whole family working on it. Ingeniously designed in the form of a jig saw puzzle, it plugs the star, the picture and your theatre's showing. The object of the stunt is to arrange the letters to form the head of Lionel Atwill. It's interesting and will appeal equally to grown-ups and kids. The ways of distri 5 J ewelers-Opticians You will notice in *Doctor X” that microscopes play an important part as practical atmosphere in the laboratory scenes, also that some of the characters wear eyeglasses. Take these stills, or better, have your artist make up art posters for windows of jewelers and opticians. In each case it is easy to adjust copy so that the tie-up can be made mutually beneficial. Horoscopes “Doctor X” opens up a marvelous opportunity for you to tie-up with one of the town’s leading astrologists. You might even plant one in your lobby and give the patrons an opportunity to learn what effect the moon has upon their lives. You'll be surprised at the results you will get cause astrology is faithfully followed by of millions throughout the world. Patron Pledge A neat stunt that will cause much comment would be to have your patrons sign a pledge as they leave the theatre agreeing not to reveal the climax of the picture. Copy should read along these lines: “Because I realize that to reveal the climax of ‘Doctor X’ might detract from the enjoyment others will get from the picture, I promise to keep the name of the murderer a secret.” Flash Science Stunt A flashy eye-getter, for either lobby or window display, can be arranged in this way: Fill large glass beakers, jugs, retorts or test tubes with lightly colored water. Deposit cakes of “dry ice’ into the container. The resultant seething water and rapidly rising steam will form a great -windo aoe DIRECTIONS H. MAYER, Originator—Idea Rights Protected. —_ . <- bution are unlimited. ere ms ' “Fo — enna I Pn” TT Fae a i pce ee Raa sta NOVEL | THROWAWAY R Prescription Blank For Patients Who Need Action 1 teaspoonful of THRILLS every minute; 1 dram of special SHOCK DROPS between THRILLS. Add MYSTERY powders and let dissolve slowly with high-tension SUSPENSE pills. Stir well with EXCITEMENT fluid until thermometer reaches AMAZING point. Administer until patient’s breath comes in gasps and while he has CHILLS. Keep pati in ee oe limp from awe. tablespoonful of ROMANCE to sweeten prescription AND INJECT RIBTICKLING antidote if patient becomes BREATHLESS. (Signed) DOCTOR X. Consulting Room, Strand Theatre. The novelty above, printed on regular prescription blank, will get a swell plug for your showing in a unique way. A co-operating druggist can take one side of the throwaway and share the expense. Sereening Schedule Announce in your publicity and ads that patrons will with LIONEL ATWILL 20x. 30° Inchee inted BTWGTs colors on durable canvas, complete | with eyelets. >a PRICE 50c¢ EACH Order direct from METRO BANNER CO. 2 EAST 23rd STREET NEW YORK, N. Y. CASH WITH ORDER OR C. The trailer is a peach bs using a light green slide wi