Fashions of 1934 (Warner Bros.) (1934)

Exploitation Ideas STORE DRESSMAKING CONTEST An asset to your exploitation campaign is this sales promotion plan worked with the leading department store. Women are asked to participate in a dressmaking competition held in the store. Prizes offered by the store for the best and most fashionable dress made during a given period of time. ADVANTAGES TO THEATRE: The major thing to aim at in this tie-up is free newspaper advertising for your showing of the picture. The store must devote large display space to popularizing the contest and give the picture strong mention in all copy. Counter and window cards are displayed by the store. Each card should carry several stills from the picture. Store to use package and envelope inserts, one side to carry picture and theatre advertising. After the winners have been selected, arrange to display the winning gowns in your theatre lobby. This should be timed for the opening day of the picture. Another chance to grab off newspaper publicity and photos. Store employees and contestants ADVANTAGES TO STORE Theatre popularizes the contest by lobby and screen announcements and distribution of circulars (supplied by the store). All materials used by contestants must be bought in the store. The store supplies necessary needle, thread, and the use of sewing machines. (Machine demonstrations lead to prospective buyers. ) Stunt is covered by local newspapers for pictures, human interest stories, and special article for women’s page feature. Invaluable goodwill, and added prestige gained. CLASSIFIED ‘APARTMENTS’ AD TIE-UP The Syracuse Journal is only one of the leading papers which welcome movie stills for a tie-up with their ads boosting their classified section. These two stills were especially posed by William Powell and with suggested copy, should be easy to plant with a playdate mention. Still No. Powell Pub. A 32 William Powell took a mo Still No. Powell Pub. A 12 To solve his troubles, William Powell, who stars in “‘Fashions of 1934,” now at the Strand, lights a pipe and looks at the Journal classified ads. He always finds the new maid he’s needing. And we know that our “Situations Wanted’ turning out to see the picture. ment off during the filming of “Fashions of 1934, to look at a classified ad for a new apartment. If it’s a room-and-bath or I12-room duplex apartment, he’ll find it if he’s reading our “Apartments to rent” column. And so will you, etc. column will provide you with that maid, cook or chauffeur you’ve had so much trouble in getting. Try it, etc. Brand New Comedy Contest Will Give Fans Real Laugh Here’s one of those comic contests that gets ’em laughing! Plenty of pep! Plenty of chuckles! And plenty of publicity for you! The gag is that Frank McHugh never can get up in the morning, and wants the contestants to suggest sleep-proof gadgets which will insure his getting to the studio on time. Any type of suggestion is eligible, with especial emphasis on the Rube Goldberg stuff. The fans will eat it up—gag contests are few and far between. Illustrate or erect some of the suggestions in your lobby. Promote prizes for the winners—and let the laughs fall where they may. Here’sWhyFrank NeedsHelp o—» Frank McHugh, comic star of First National’s “Fashions of 1934,” now at the Strand, is seen here in his luxurious bed. (Frank is on the left.) He can’t get up and wants you to tell him how to do it. Have you a sleep-proof gadget, a sure-fire awakener which will prevent him from oversleeping? Help a feller, wontcha? (Contest Story) Prizes Offered For Tips On How To Get Up In The Morning Frank McHugh, comic star of Warner Bros. pictures, can’t get up in the morning. Roosters crow, alarm clocks ring, but Frank sleeps on, missing appointments and being cursed as a laggard. Because of this failing, and because ‘‘Fashions of 1934,’’ his latest film is now playing at the Strand, Frank has decided to sponsor a contest in which he wants to give you a prize. Being a bit of an inventor himself, the laughing comic is stumped when it comes to a gadget which is sleep-proof. Can you help him out of this hole? He’s losing friends, weight, and pleasure, and that’s a calamity for a comedian. How do you manage to struggle out of bed in the morning? What scheme can you devise? Tell Frank and he’ll be so pleased that he’ll give you one of these swell prizes! (list prizes). ‘‘Lazybones’?’ McHugh is at present holding forth on _ the screen of the Strand, where with William Powell, Bette Davis, Verree Teasdale, Hugh Herbert and 200 of the most beautiful girls you’ve ever seen, he’s playing in ‘Fashions of 1934.’’ This comic extravaganza with songs and music tells of the fashion racket in New York and Paris, and tells it in a way that you’ll love. BOTH MATS AVAILABLE ORDER No. 68 20¢ Come, Come! This Won’t Do! How are we going to get Frank awake? One eye’s open, but that doesn’t mean a thing. Unless we can get “Lazybones” McHugh out of bed he’s going to miss “Fashions of 1934,” . his latest picture at the Strand. William Powell and Bette Davis are in it, too. Get busy, folks, and send in those suggestions for a keeper-awaker-for-Frank. Page Twenty-seven