Flowing Gold (Warner Bros.) (1940)

OIL TRUCK PLUGS TITLE A local oil truck will get lots of attention driving through town plastered with notices telling the meaning of the FLOWING GOLD it carries and tieing-in with the theatre by a poster reading “FLOWING GOLD from the fields of Texas ... On the way to the Strand Theatre, where John Garfield, Pat O’Brien and Frances Farmer star in... FLOWING GOLD!” FLOWING GOLD LOBBY DISPLAY Eyecatching lobby display that sells picture's title to patrons can be constructed with a bubbling, gold-tinted water display in your lobby. The water will bubble if you put in a cake of dry ice. Set up in lobby week in advance of playdate and surround with scene stills and selling lines. GOLD LINE POINTS THE WAY Paint wavy gold or yellow line on sidewalks leading to the theatre, with this copy: — "Follow the FLOWING GOLD line to the Strand Theatre.” Or use yellow arrows with above copy pointing the way to your theatre. Be sure your stencil is large and clear enough to be seen. Spot it in key points and main intersections. Street Ballies Lobby Stunts Staff Plugs for Film OIL DRILLERS SPREAD THE NEWS Have a couple of toughs rigged up in oil drillers’ outfits — oil drenched dungarees, boots, tools strapped to belts, etc.— walk streets with a poster reading: “We've struck oil! There’s a gusher of entertainment in "FLOWING GOLD,’ with John Garfield, Pat O’Brien and Frances Farmer, now playing at the Strand Theatre.” The tougher they look the better, make ‘em really dirty. OIL WELL ON WHEELS Frame work of oil well on wheels, rigged up with poster cutouts and large shingle in front identifying it as “claim office,” tours town. Copy sells:—“ Avoid the rush! Stake your claims here and see ‘Flowing Gold’ at the Strand Theatre.” Pretty girl hands out heralds. GOLD DIGGERS TOUR THE TOWN Pretty gals dressed as prospectors with straw hats, overalls, etc., lead mule or horse through streets in busy section of town. Banner reads, “Calling all gold-diggers! There’s "FLOWING GOLD’ at the Strand Theatre!” Have them stop on busy corners and distribute heralds to the passersby with a verbal plug. On Making Potential Customers TICKET BUYERS Our business is advertising, not running theatres. But when patrons telephone to ask, ‘What's playing tonight?" and they get a short answer such as, "' ‘Flowing Gold’, an action picture," then we realize that advertising IS a very important part of running a theatre, because the best information about the picture was not given. Matter of fact, the "life-blood" of theatre operation is advertising. Therefore, make it a point to instruct your staff—every employee who comes in contact with your customers—on how to answer questions about current and coming attractions. We mean ALL attractions, not only Warners’; but Warners’ especially, at ALL times. Simply post copies of the statement (on right), where it can be seen by all employees; hand copies to your ushers, cashiers, doormen and front men. Of course the right "personality" behind this statement will do much to make it ring. In this way you have a better chance of making potential customers ticket buyers. [ 10] IMPORTANT NOTICE TO ALL EMPLOYERS When answering inquiries about "FLOWING GOLD", please give the following informations " 'FLOWING GOLD’ STARS JOHN GARFIELD, FRANCES FARMER AND PAT O'’BRIEN.... IT IS A PICTURIZATION OF ONE OF THE BEST-LOVED STORIES BY REX BEACH.... ABOUT THE GREATEST FIGHT FOR OIL EVER FILMED....IT'S FULL OF ACTION AND ROMANCH....THE KIND OF A PICTURE THAT WILL GIVE YOU A LOT OF THRILLS AND ENTERTAINMENT."