Fashions of 1934 (Warner Bros.) (1934)

OVER THE WIRES — — 3 MORE CAMPAIGNS! They’ve just started the drive — but they’ve started with a bang! Following was flashed by wire from three sections of the country. Add them to the complete New York campaign on pages 4 and 5. FROM BOSTON: The Metropolitan Theatre The beantown’s leading merchants tied in on a contest for the smartest-dressed girl in New England to be called ‘Miss Fashions of 1934.’ The Herald-Traveler was the sponsoring newspaper. Contest ran 10 days ahead of the premiere and winner was picked by women’s page editor and theatre man. Winner was introduced from the stage night after the opening. Then as arranged, she made a complete personal engagement tour in the surrounding territory. Before leaving for the tour she made scheduled appearances at the stores of all cooperating merchants. A cooperative double-truck ad, individual ads and daily stories reporting her visits, resulted. In addition, a huge Fashion Show was held with ‘Miss Fashions of 1934’ as center attraction. Other breaks landed by the Met included daily fashion stills in the women’s sections of all Boston papers with descriptions of the gowns in the picture (see ‘For the Women’ pages in Publicity Section). Recipes of the stars of the picture were lifted from the book ‘Fashion in Frocks and Foods for 1934’ (see National Tieups) and planted daily. All other newspaper publicity plugged every angle but the fashions, including a plant of the special fictionization (page 8). To lend special emphasis, all the promotion ideas were mailed to papers and merchants in advance. The follow-ups in person were made easier and more impressive and took less time for arrangements. 24-Sheet Cutout for Marquee front, and you'll get the idea. ‘Spectacle and Stars Galore!’’? Mount it for your marquee, as a lobby display, or for other uses. Interesting effects may be obtained by novel use of your electric lights, for example, a light behind the cut-out title lettering will put the show across with real flare. FR EE LOBBY UNIT frame today! FROM PHILADELPHIA: The Stanley Theatre Showmanly was this stunt by Harry Goldberg, Warner’s publicity man in Philly in connection with the Stanley Theatre’s campaign. Goldberg invited fifteen leading society women and style setters to a swanky private screening. Invitations were especially engraved with the individual’s name on it. Screening was held in local radio station projection room with all guests in formal dress. The evening’s big moment came immediately following the close of the film: Prudence Penny, the town’s ace newspaper woman, interviewed the guests on the picture over a radio hook-up, spreading raves on the picture all over town. By the question and answer method, interviewer kept the conversation fast-moving and valuable. It boosted business, reports Goldberg, the way nothing else could. Can you adapt it in your situation? Other exploitation tie-ups that kept the town reminded about the show were cutouts and photo displays in 15 windows along the main shopping district. Six big stores devoted entire windows to classy displays of fashions and music that caught plenty attention. A special publicity campaign resulted in extra picture breaks in the dailies and Sunday roto sections. AND CLEVELAND: The Hippodrome Theatre This is how the Hipp got things started for the opening. Four days ahead of the opening, inside lobby featured an artist sketching a beauty dressed in a silk bathing suit. Stills and display cards announced the coming opening. Stunt number two: A swell tie-up with Mallison’s Silk with a flashy advance and current lobby and window display. Stunt number three: Huge “Kokoon Club” Ball featured a fan dancer sent by the theatre and announced as one of the dancers from the picture. And they’re still working! Talk Up Like This As soon as you have your date set start your wordof-mouth campaign like this: Make brief addresses to your audiences from the stage, plugging the entertainment qualities, star names, story, comedy, and spectacles. Ask your patrons to help you put over the show and to tell their friends to turn out to see it. Turn back to the cover. Open it full, back and Managers shy of facing large audiences, can get the same results with announcements over the PA sys tem before the trailer is flashed on the screen. Put it in a Induce local radio station announcers and news commentators to mention the picture, or to give you a minute for your talk. Line up the hotel and dance bands to play the music and plug the picture often. “-FASHION'S OF 1934" ORDER BLANK Send to TC eS ee er ee eee eee ee Se oS eS te ne ee eo cae eee ae ty ae a ee Oa es POSTERS AMOUNT WINDOW CARDS AMOUNT HERALDS AMOUNT vette I-sheets @ 15c each (1 to 50)... OTe eae Cl ee dO i snes ....M @ $3.00 per M (1 to 5M) 2... veers @ 13c each (51 to 100)... die (Ge Oe Cet 0 8 OO) i a he 2 a I@ 2.75 pet a (Over SM). 4.5.4.3625 eet @ lle each (Over 100) ............ @ 5%c each (Over 100) 3-sheets @ 40c each (1 to 25) : PHOTOS nee (hee back. (Over 25). es MIDGET WINDOW CARDS Set 11x 14s @ 75e per set... 4c each (8 in set — colored) eS 6-sheets @ 75c each (1 to 10) 0... aie et: 22 x 28s. @ BOe wer set ee eee @ %0c each. (11 to 20) |... chs INSERT CARDS (2 tn ‘set —eelared) seeetess @ 65e each (Over 20) ................. 5 @ the cae (1 28) aeiilies @ 1Se each ee 24-sheets @ $2.00 each (Up to 25) .............. ae each eG-ta 60) er oe feels @ 10c eache 2 oe. Sea was @ 1.75 each (Over 25) ................ wii. O° Sle mek (5 ite 100) _.......Merchandising plans ........................(Gratis) eee Special 40 x 60 Display Poster $1.75 ........ cate bee. Gaen CUrrek 00) oi oe, eee rc IG CMes 2x. Stee ee eee) TOTAL... TOTAL? s== TOTPA fe oe MAIL IMMEDIATELY TO YOUR LOCAL WARNER EXCHANGE — PRICES APPLY TO U. S. ONLY Page Forty-one