Fashions of 1934 (Warner Bros.) (1934)

There’s no better guide to the value of a stunt than past performance. In this column we reprint several exploitation ideas that have recently proved successful in the field. In every case you will find the ideas adaptable to this picture. wW CELLOPHANED BILLS Joe Murdock, who FOR FACTORY WAGES manages Camden’s Stanley, has discovered a novel way of attracting the factory trade which dominates his situation. Wrapping a slew of dollar bills in suitably imprinted cellophane, Joe exchanged his “‘picture money” with factory treasurers for regular dollar bills. The cellophane-wrapped bills were distributed to workers with their wages, getting plenty of favorable attention and comment for the house. Evidence of scheme’s success is that a good percentage of the cellophaned bills came back to Joe’s box-office—and this time he kept them! —Started on “Wonder Bar’ ?— FELDMAN CERTIFIES Believing that a FIRST CLASS SHOWS gullible public is too often misled by film ads which cry ‘wolf,’ Joe Feldman, Warner’s Pittsburgh ad chief, has devised what he believes is a foolproof scheme. On pictures which he terms ‘deserving,’ Joe will affix a ‘Certified Entertainment Seal.’ Only the top-notchers will be awarded this Croix de Guerre of Moviedom, and Joe feels that sparing use of it will instill confidence in the patrons. Managerial endorsement has been used before, but this is new—and sounds ‘like the goods.’ —Get in on the Tie-Ups!— LOBBY ‘SWAP BOARD’ Manager of midHAS °EM GOGGLING western nabe house has varied a classified ad scheme of a few years ago, and has set in his lobby what he called a “swap board.” It’s a big board divided into spaces large enough to hold index cards. l’atrons are at liberty to use a space for a week, offering an unwanted object in exchange for something desired. Theatre disclaims all responsibility, but exercizes supervision to stave off professional traders. Mostly used by children, board is, nevertheless, popular with adults who come in to look over offers, and incidentally, the show display. —You Ain’t Seen Nothin’ Yet!— LOBBY PHONE ANSWERS §sFast thinking PATRONS’ QUESTIONS manager put a telephone in his lobby with a sign inviting the world to eall up and ask about the picture. Phone was wired to an upstairs office, and answers returned via a loudspeaker above lobby instrument. Replies were made by a pleasantvoiced gal, able to answer any question concerning picture, cast, locale, ete. Girl is enthusiastic without over-selling the show. Stunt is so popular, reports manager, that he is considering keeping it as a regular feature. —What About YOUR Stunt?— CALDWELL USES LIGHT Wally Caldwell POLES FOR STREAMERS of Lowe’s Valen tine in Toledo must have that certain something about him, ‘cause he certainly gets what he wants! Latest achievement is in hanging rope streamers from city’s electric light poles to plug his picture. Wally strung four one-sheet muslin banners from curb to curb, making it an impossibility for anyone to escape noticing his show. Can’t be done everywhere, but where it can, it’s good! Exploitation Ideas TWO TIRE COVERS! Wherever motor vehicles go, there goes your tire cover! Uptown, downtown, reaching hundreds of patrons missed by other advertising mediums. Special for ‘‘Fashions of 1934,’’ TWO types of covers have been made available. Design and copy is the same on both, as illustrated. <A ereen background bordered “IMPRINT in orange; girl’s figure is white (highlighted in red.) All lettering in black. The first style is on heavy, durable cardboard with a rubberoid slip cover. Prices on this item: up to 10O—45c each; 10 to 49—40c each; 50 or over—35c each. Cover is also prepared on special weather-proof, patentleather finish stock. Prices for these are: Singly, 85c; quantities of 10 and up at 70¢. Space is left at bottom for imprinting. If desired, add $2.50 to your order in quantities up to 100. Over 100, imprinting is FREE. Covers sent C.O.D. Order directly from: Cluff Fabric Products 655 West 55th St., N. Y. C. SPECIAL 40 x 60 IN 11 COLORS! y N Available for the first time since ‘*Footlight Parade,” this special 40 x 60 gives you a lavish, elaborate display for your lobby. It is printed in the silk screen effect. Ask the poster clerk for a sample! At Your Exchange $1.75 The Herald Speaks For Itself SIZE Closed: 4144” x 8” Open: 41%” x 16” 1 to 5M, $3.00 per M. Over 5M, $2.75 per M. At your Exchange. (Front) (Inside) i PRESENTATION ee Cleverly created, elaborately colored, this herald matches novelty with flash in an unbeatable combination. As illustrated, front opens in the middle into a spread with strong selling copy and snappy art work. : Use plenty for door-to-door distribution, for package and laundry inserts, for street giveaways, and for advance announcements distributed in your theatre. Entire back page is left blank for your imprint, for Vitaphone shorts billing, or any other printed matter you desire to use. Page Thirty-five