East of the River (Warner Bros.) (1940)

EXPLOIT USE AD COPY FOR TEASER CARDS Use these blurbs from the ads to make teaser cards. Spot them in key points around town and you have a sure-fire attention getter. They'll catch the eye and sell the title. You can adapt this idea for a teaser giveaway too. Copy: They come tough and reckless EAST OF THE RIVER They come lovely and dangerous EAST OF THE RIVER They come grand and wise EAST OF THE RIVER They come big and thrilling EAST OF THE RIVER 4 LOCAL COP MAKES FEATURE STORY Find some local policeman who, from patroling a foreign section beat, has learned the language of that locality. It will make good material for your paper, and tied up right, swell publicity for your showing of the picture. 4 Spot Radio Flash Over Local Station Hidden in the shadow of the towering skyscrapers lies the strange, jungle-like part of New York that's EAST OF THE RIVER ... It’s a brawling ... seething ... melting pot of action that strangers don't see ... but it’s the real New York. A million people packed into a square mile of twisting streets and dim lit hallways. It’s the big town’s district of darkness . . . where romance flourishes in the shadows and adventure lurks behind every door. Out of the dark clouds that conceal that past steps a ruthless but fascinating figure .. . his strange quest for vengeance leading him back to an appointment with destiny. This week the Strand presents EAST OF THE RIVER... starring John Garfield in the most unusual role of his career... with Brenda Marshall and Marjorie Rambeau. It’s a drama packed story of New York’s other side of the tracks. ATION TEASER CARDS e GARFIELD CONTEST e RADIO PLUG: Garfield Lobby Quis On Past Hits Pree TICKETS TO SEE | JOHN GARFIELD tarest nit, "EAST OF THE RIVER" IFYOU CAN IDENTIFY HIS PAST ROLES ~~ STI a STILL Ty $c90 a) ie git DROP ANSWERS IN BOX smmmump Post these stills of John Garfield taken from pictures he has appeared in previously on a board in your lobby or in front of your theatre. Patrons are asked to identify the picture from which each of the stills is taken, and tell what type role John Garfield played in that film. To a certain number each day you can award free tickets. You might station this display in some empty store or key spot around town and have the contestants drop their answers at your box office or in a special box spotted with the board. Four Daughters ...............BM 341 Blackwell’s Island ............. JG 23 They Made Me A Criminal....... JG 70 Castle On The Hudson.......... TY 59 Saturday’s Children ............ SC 90 Blowing, Goldivi.. s)he oo ss es FG 64 Order EAST OF THE RIVER Contest Stills from Campaign Plan Editor, Warner Bros., 321 West 44th Street, New York City. Set of six for 50c. Use Contest Stills for 6-Day Street Quiz These same stills give you the lead for a novel street bally-contest gag that can be used alone or in conjunction with the lobby display idea described above. Each day, for six days, one of your attendants costumed as John Garfield in his different roles covers the town. On the first day he would be dressed as Mickey Borden the piano playing hero of Four Daughters, on the second as another character portrayed by Garfield in another picture, and so on with a different character for each day. Public would name the picture and role for each costume. Five people naming the character correctly each day would receive free tickets to your showing. The characters and costumes can be seen on the stills selected above. FIND TOWN’S MOST POPULAR WAITER Elect the most popular waiter in your town. Patterning your search after the character portrayed by George Tobias in the picture find the local best liked waiter. Spot a ballot box in each of the restaurants around town with a card carrying information about the contest and a plug for your show. Get local merchant to sponsor a cup or award to be presented to the winner. See that it gets widespread publicity around town. WwW USHER AS GUIDE COVERS TOWN One of your attendants covers the town wearing a large card in his hat reading ““GUIDE to EAST OF THE RIVER.” He hands out ecards carrying your theatre plug on one side and directions to the theatre on the other. £ Tie-Up Stills for Local Stores Plant these tie-up stills with your local dealers for window and counter displays. BRENDA MARSHALL: Street Dress ............ BM 392 Hab. circa oraren tence BM 379 Fur Jacket .............. BM 427 BAB os osiccs in tees BM 445 Sweater .................. BM 370 Sports Jacket .......... BM 346 PIPe ;.:.. .secsuseseasenees JG 26 Trenchcoat ....0./..0.02 JG 213 Eyeglasses ................ JG 191 Sports Jacket ............ JG 183 Necktie ..............00..55 JG 5 Jewellty 3.5. athe: JG 202 Order EAST OF THE RIVER tie-up stills from, Campaign Plan Editor, Warner Bros., 321 West 44th St., N. Y. C. Set of twelve for $1.00.