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—YOURS FOR BIGGER BUSINESS!
MAIN STEM CROWDS W YORK HOLLYWOOD
SOAP SCULPTURE . Lobby featured a display of Margit Nilson’s soap statuettes dressed in latest women’s fashion. Vogue Magazine cooperated on this. I[llustrated.
SOUVENIR PENS
A gold-plated pen with an ostrich plume handle was promoted for every woman attending the premiere. Each pen carried dealer’s tag. Dealer received line in the program and on lobby card.
FLYING MODELS
Twelve Russek’s models were photographed in front of a T. A. T. plane the morning of the premiere. Story was planted with photo telling how they flew in to stage the fashion show.
A SILKY LOBBY
Walls of rotunda and outer lobby were covered with richly-colored silks promoted in return for a credit card. Dealer also displayed a life-size papiermache elephant against a background of oriental silks.
SOUND TRUCK
Front drew plenty of attention with sound truck playing “Spin a Little Web of Dreams” and Kleig lights providing illumination,
‘STUDIO STYLES’
Russek’s Fifth Avenue is the N. Y. agency for Studio Styles and in cooperation with them, the Hollywood staged a fashion show in which twelve models displayed gowns in the lobby. Russek’s took plenty of newspaper space and devoted their windows to a display. Tie-up available to you.
HALO HAIR BRAIDS
Keot) “tie-up with dealer manufacturing artificial hair braid such as worn by Verree Teasdaie in “Fashions.”’ Dealer prepared window aecessories and ad mats. Available to you.
STUDIO STYLES BLOUSES
Stills of Bette Davis with blouses superimposed were planted in window of Stern’s store.
WILLIAM POWELL SHIRTS
Special window and counter cards prepared featuring special style of shirts with Powell credit. Dealer supplied window and counter cards, as well as plugging product via national mag advertising. Available to you.
“CALL FOR PHILIP MORRIS!”
~ _ Johnny, the voice of the Philip Morris program, distributed cigarettes to the guests during the opening night fashion show.
WOMEN’S GIRDLES
The makers of Paris Garters have tied up on “Fashions” with their famous Hickory brand girdles. Mats for dealer ads, window display material, and folders for audience distribution have been prepared. Available to you.
2 RADIO HOOKUPS
A 13-week Pebeco Toothpaste program opened the night before the premiere with a strong plug for “Fashions” and a contest with William Powell as the central figure. Another break was obtained in Modern Screen Magazine’s broadcast. A rave for the film and an offer to supply listeners with 8 x 10s of a scene from the picture climaxed this big air plug.
: Deluge of orchids and ermine’ is how N. Y. American summed up this $10
(Top) Beauties arrive at the theatre and (above) how they looked in the lobby.
THEN CAME THE CRITICS
(Left) Broadway window features William Powell shirts while (above) Fifth Avenue shows Orry-Kelly gowns.
Page Five