First Lady (Warner Bros.) (1937)

eee reer ee ee, x KAY FRANCIS Fashion Promotions FASHION SHOW: Stores announcing their latest fashions can co-operate in conducting a Fashion Parade on your stage or in the lobby. In return for credits given to store on your screen and in lobby, dealer should devote space in newspaper ads to plugging film. FIRST LADY OF FASHION: Run contest to find your town’s best dressed woman. Local Papers co-op by running advance stories and photos. Prizes consist of clothes contributed by merchants and guest tickets. CANDID FASHION PHOTOS: Roving photographer takes pictures of well-dressed women in shopping district. Photog hands out card asking them to visit your lobby where photos will be displayed to see if they are one of the best dressed women pictured. FASHION STILL DISPLAY: Make a large cut-out of the White House, mount on lobby board, and surround with the latest fashion stills depending on season of the year you play this picture. Also show ‘‘First Lady”’ scenes. AMATEUR FASHION CONTEST: Women select the most attractive outfit for Kay Francis, using ads in cooperating paper to choose from. Women’s shops whose ads appear in Paper can sponsor prizes. DRESS DESIGNING CONTEST: In cooperation with large department store and newspaper. Winning dress design can be called the ‘First Lady Model’. ‘its In The Bags’ Kay Francis frankly admits that a woman’s handbag contains a more amazing quantity of meaningless articles than anything else except perhaps, a movie prop truck. This human observation lends itself to a contest in the form of this query: ‘“‘How many gadgets does it take to fill a “First Lady’s Purse?’’ Award prizes to longest and most original lists. Contest can be tied in with handbag shop which may sponsor prizes in exchange for publicity. Women In Politics The story lends itself to the much argued query: “Should women take an active part in politics?’’ Interview prominent women over local radio station; newspaper can run battle page in which a woman takes the affirmative and a man the negative side. Also run as manon-the-street stunt. 6-Day Serial Story Free mats of type and art sent upon request of newspaper editors. A real live feature that will delight readers. Write or wire Campaign Plan Editor for this free publicity material. IS ae ce ALN ES “FIRST LADY” «x Five Famous Firsts 1. LADIES FIRST! A number of people make it a hobby to be the ‘firsts’ at openings of bridges, highways, museums, etc. Find the First Ladies to attend these various public occasions. Similar idea was used in New York recently and was good for newspaper ‘breaks’. Arrange to have these Ladies interviewed by newspapers; also invite them to your theatre where they can be interviewed by Inquiring Reporter. 2. ‘FIRST LADY’ PREMIERE Picture is the type you can build up with a ‘formal’ opening. Invite town’s leading socialites—bankers, lawyers, doctors, political officials, women leaders. ‘Break’ on social page of newspaper will likely result. And don’t forget the radio hook-up in lobby with announcer interviewing prominent localites. Also arrange a ‘First Lady’ Matinee inviting firsts’? who are leaders of clubs, institutions, churches and other organizations. 3. FIRST LADY PATRON Announce in theatre ads and on screen that the First Lady to appear at your box office after the opening hour each day will be allowed to see picture as guest of the management. 4. FIRST LADY SETTLER You should be able to locate the woman whose ancestors were the first to settle in town. She will probably be in a position to furnish newspapers with interesting facts about the pioneer days of your community. Advertise her as town’s ‘First Lady’ Settler. 5. TO FIRST LADIES [14] Direct to all women’s organizations: members of the D.A.R., National Society of New England Women, American Association of University Women, and similar organizations in your town. Here is a sample letter: Dear Madam: Will you accept this as a personal advance announcement of the opening of "First Lady" at the Strand Theatre on Saturday, December 4th? This is not a publicity bid but an earnest desire on the part of the management that this picture be shown to the First Ladies of this city before its general public announcement. Miss Kay Francis is the 'first lady' in this screen version which brings out her notable ability as an actress combined with the fine flair for clothes for which she is well known; and she is ably supported by some of the best players of the screen. I know this picture will please you and your friends. I hope you will avail yourself of the opportunity to attend on the opening night. Very sincerely yours, (signed) The Management. Popularity Poll Wise managers know how to take advantage of the ‘Popularity Poll’’ to sell picture. Ask your patrons for their choice of the First Lady of the Movies. Tabulate votes on large board in lobby and out front. s+ + + * he 4 OH UFR Ye ee eR % +t ee * + + * * *§ + Fe * SOR HR HS