Dr. Monica (Warner Bros.) (1934)

For The Style-Conscious This is a designing contest a little out of the ordinary. Instead of asking contestants to design a complete dress, half of the dress is shown on the first day. Entrants are asked to finish the dress, and best sketch, or that coming closest to original, wins prize. One column mat is for reproduction on day winning sketches are printed. It shows the Orry-Kelly original. Local Style Experts To Finish Kay Francis’ Gown Kay Francis, ever Hollywood’s choice vf a well-dres=for local fashion designers in new Daily News contest. woman_ pococ (Both illustrations in this contest available in one unit. Mat. No. 22 Price 20c) Here You see Kay Francis dressed in —that’s right, half a gown. What about the other half? That’s where you come in, dear reader. Orry-Kelly, Warner Bros.’ style expert in Hollywood made the dress, and we want to see whether you can do as well as he can. And so you see Kay Francis, star of “Dr. Monica,” the thrilling drama coming ............ to the Strand, partly dressed up for you. Your part is to finish her gown. Sketch in the lower part of the dress as you think it is, or should be. Clip the above cut, mount it on a sheet of paper and outline with your pencil the most interesting way to complete the costume. On the following day the completed illustration will be published in this paper. Prominent stylists of the city (list names) will act as judges to decide which design submitted is the most charming. The (number) persons who have sent in the cleverest drawings will each receive a pair of guest tickets to “Dr. Monica.” Max Factor Beauty Tie-Up Contact your local Max Factor agent for dealer tie-ups on Kay Francis in conjunction with your showing. The Max Factor company has released some full page national magazine ads on Kay Francis in ‘Dr. Monica’. Sell local Factor agent or drug stores on idea of backing this up with local ads and window displays (latter is a set-up). They pulled a swell advance lobby in Cleveland on “Registered Nurse” which is worth repeating on this picture. Idea is to set photo enlargements together with dialogue on picture in frames. (See illustration). Frames were spread along length of entire lobby. Guests of Honor Orphanage Info Invite the town’s leading woman doctor as guest of honor for your opening. After she has seen the picture. invite her to express her views on it—if she’ll do it before the audience, so much the better. Publicize her statement in a direct mail campaign or thru the papers. Weather Hints Have local printer make up the following ‘‘Warm Weather Hints’’ for use as a throwaway. Make it a costless stunt by promoting a drug store to use the back to advertise a sunburn lotion. WARM WEATHER HINTS by Dr. Monica ae See Se Bay ey LP AY clothing absorbs a great deal of perspiration, becoming soggy and heavy. 2. Wear light colors, white preferably. Although this does not actually make the body more cool, it tends to have a cooling effect mentally. 3. Don’t expose your body to the sun for too long the first time you go swimming. Wear a light covering over the shoulders and body. This will give a gradual layer of tan and prevent blisters and acute sunburn. 4. Keep cool at the Strand Theatre, where an excellent cooling system keeps the temperature pleasant and comfortable. And see Warner Bros.’ greatest dramatic triumph— (cast and dates) Kay Francis in “DR. MONICA” Telephone Tie-Up Still illustrated can be used for tie-up with local telephone company. Idea is for company to take window or ad space on fact that in ‘Dr. Monica’ now playing at your theatre Kay Francis finds telephone a great asset to business and social problems. Still No. DM-2 available from Merchandising Plan Editor, 321 W. 44th St., N.Y.C. Price 10c ea. **Dr. Moniea’’ adopts a baby under peculiar circumstances in the film. Try for a story from local orphanage as to what kind of people want to adopt children, what percentage of children are happy with foster parents, what their opportunities for proper bringing up and suitable education, as compared with those reared at homes. Other points that would be of interest are what sort of children are most sought after by prospective ‘‘parents,’’ boys or girls, blonde or brunette, perfect physical specimens or those who show signs of neglect. Play to Fem Clubs You can arouse greater woman interest by securing cooperation of organizations such as day nurseries, parent associations, women’s civic clubs and emergency aid societies. Broach the idea of having a special performance at your theatre for women members only. If they go for it, invite prominent local woman physician to speak on some topic close to the femmes. And don’t fail to ask your city editors to send women reporters down to catch the doctor’s spiel and audience reaction to it—and the picture. Eeny-Meeny.... In the picture, Warren William is torn between Kay Francis, his wife, and Jean Muir, his sweetheart. Contest problem is ‘‘Who should he choose? Who would you choose in that situation?’’ Kay Francis has poise, maturity, experience, understanding and intelligence . . Jean Muir has youth, naivete, beauty and sweetness. Use publicity scene cuts or stills to illustrate contest. Two-Month Fan Mag Tie-Up Always valuable—Modern Screen magazine offers a two-month tie-up with ‘Dr. Monica.’ Plenty of outlets, plenty of angles, should insure the same enthusiastic reception to this, that over half of the exhibitors playing ‘‘ Wonder Bar’’ have given that tie-up. Avenue, N.Y.C. FOR JUNE DATES—The July issue of the magazine; on sale at newsstands June 1, will carry a double-truck featuring Studio Styles gowns as worn by Kay Francis and Jean Muir. Pictures of both these stars are prominently displayed. blow-up of these pages has been sent to your local Studio Styles store, for display on counters or in windows. Room has been left for your imprint. Your playdate will be included when you see the store manager. For additional posters or information, write: Miss Pearl Honig, Dell Publications, 149 Madison A 22 x 34 FOR JULY DATES—The August issue of Modern Screen, on sale July 1, has a brilliantly colored head of Kay Francis on the cover. This is your lead for an effective window-display in your Kress, Kresge, W. T. Grant, Murphy, Grand-Silvers, McLellan, or McCrory store. You can get a playdate display in the window with the Francis covers. If you have any other ideas, either consult local manager or write to Miss Honig, at the address above. 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