Going Highbrow (Warner Bros.) (1935)

© fxplatation ETIQUETTEERS STATE STARS SOCIAL BLUNDERS 3 DAYS OF IT For three days, paper asks readers to find the etiquette faux pas in illustration. Ducats go to first ten who hand in correct answers for all three days. Illustrations are available in mat No. 301—30c. (1st Day) Pick the Fault! “Don’t mention it to anyone, but that man over there beats his wife.” Guy Kibbee and Edward Everett Horton are trying to crash society in the Warner Bros. comedy “Going Highbrow” which will open G2 aPins el «(cee aera: ws epithe Ware ie a theatre on pace Re 0), aa ; These two famous fun makers “oo highbrow” in a big way in the film, and their “faux pas” create many a laugh among those who know their Emily Post. Can you pick the fault here? Two more will follow tomorrow and Wednesday. If you submit one of the. first “ter apsorutely correct set of an swers, you'll win two tickets to GCE erat ten theatre. All answers must be sent to the “Going Highbrow Contest Editor” Oto wheter (newspaper). ANSWER: Whispering isn’t polite in a group of people. (2nd Day) What's Wrong? “I’m going highbrow. I always use a napkin when T eat.” Something is wrong, that’s sure? Here is Guy Kibbee, just as he will appear in the Warner Bros. comedy hit “Going HighDRO Wesabe UNOS cya ee .theatre Tee, fe ee ae ea He’s feeling pretty happy over his discovery that napkins are for use as well as to decorate a plate. Kibbee is making a faux pas in the illustration here. Can you find. it? If yours is one of the first ten correct answers submitted you will win two tickets to the ...... theatre. ANSWER: Napkin should not be worn in vest, but should be draped over lap. (3rd Day) Anything Wrong? “From what you say, I gather that you’re trying to infer that you don’t like the woman.” No wonder ZaSu Pitts flutters all over the screen when Guy Kibbee makes a faux pas like this in the Warner Bros. hit “Going Highbrow” which will open at the Fee eee Mhea tre mome. 5 by tesancer an ZaSu and Kibbee crash society in the picture, and their errors are as funny as their acting. There’s a serious error shown above. Pick, “out. and: rush. 5 your. answers to the “Going Highbrow Contest: Editon? sof the Je an. If your answers are correct and they are among the first ten; submitted, you'll win two tickets to THC ese aes a: theatre. The entry lists will close at A Re a ey oclock Onset eee ANSWER: Infer is used in the wrong sense in the sentence. The proper word is ‘imply.’ THERE’S A MUSIC ANGLE. TOO! There are two tunes in the picture and in addition to wide airing, free title pages and window cards can be had for the asking. The numbers are ‘Moon Crazy’ and ‘One In A Million,’ published by Remick Music Corporation. For your material write SAM SERWER, R.C.A. Bldg., 1250 Sixth Ave., New York City Window Shoppers’ “What's Wrong With This” Contest BEAUT IN LOBBY BOOTH Cooperating store dresses dummy in incongruous Sign shown gives outfit, and asks window-shoppers, “This man thinks he’s ‘Going Highbrow’-—how many faults can you find with his attire?” If it’s a men’s shop, figure could have sport shoes with a business suit, green shirt and pink lobby _ passers-by the idea that they'll get a book on etiquette free. Do you tie, pocket handkerchief to stick out too far, stickpin give it to them? No, but the gal does in tie, etc. FOR STORE Couple eats in window with sign announcing ducats to those submitting most correct list of errors in their etiquette. In the event you need some specific into on wrong manners, catch ye ed while supping on his veranda. WINDOWS rently in picture. distribute the her ald. We figured this as an advance gag for your lobby, but we don’t see why you couldn’t use it in advance or cur another house if you’re operating one in the territory of the theatre playing EMILY TOST FREE the INSTRUCTION RSLS How to Use the Title in Hat or Hairdress Ads Our fashion maestro tells us that off-the-face hats are quite the thing this season. Windows or ads featuring this model can get it over with a. line like Hats are GOING HIGHBROW. Same goes for hairdressers, with The New Coiffure is GOING HIGHBROW. Kiddies Start Film A Kiddies’ Motion PicClub in New Haven ture Club was started by Frank Henson of the Bijou in New Haven, Conn., and has proved successful enough to be worthy of note. Tots pay two cents weekly and when enough money is accumulated to pay admission, members attend in a body. Parents approved as it teaches kids to save and especially since Frank makes sure the kids see only the best films. —Does your lobby look cool?— Coming Hits Plugged by Terribly, terribly Bill Levey in Contest old but © still around is the program contest used by Bill Levey of the Strand Theatre in White Plains, N. Y. Ducats go to those writing the best paragraph using the titles of future films to play theatre. If you haven’t used the stunt, it looks good to plug your Summer Season of Hits. —‘‘Broadway Gondolier’’ is comin’— Phonograph Revue _as_ Epes Sargent, who Costless Stage Show tells about exploiaac (rials tation and things in Variety, relays the story about the manager who used to dread Friday nights as his off night. After trying just about everything, he hit upon a phonograph revue . . . tried it and found the solution to his Blue Friday troubles. Idea is that each phonograph dealer provides two of his latest records to be played from the stage—thereby giving the townfolk a well-rounded program of vocal and instrumental music. Stunt went over so well that local radio station tried to sneak the idea from him, but dealers are loyal, since they’ve been selling plenty of records as a result of the Phonograph Revue. —Tell us about your stunt— Rodney Toups Tells Film’s Starting Time Round Table of M. Pigment mama ee suse ae tell you about how Rod Toups, of Loew’s State, New Orleans, places a card with starting time of feature on window of ticket booth. Patrons like it and it saves his cashier plenty of wear and tear. —Selected your Vitaphone’ shorts?— Bathing Beauty Revue A bathing beauty revue is a yearly standby of Ed Hart, of Plainfield, New Jersey’s Oxford Theatre. Leading department store furnishes ten models, bathing suits and does the advertising. Revue is presented at evening performances for a week—is plugged by heralds, trailer and ads . . . and Ed reports that the femmes come in droves—but not very much ahead of the men, who come down for an eveful. With the hot weather we’ve been having lately, this bathing beauty fashion revue doesn’t seem like a bad idea at all. Is Hart’s Annual Stunt —Read this column regularly—it’s all yours— Art Abelson Arranged A dandy bit of proDairy Contest Tie-Up motion was done by Art Abelson, Roxy, Glasgow, Mont., who worked out a deal with local dairy to place film titles of theatre’s coming attractions on milk bottle caps and in cheese and butter cartoons. Ducats go to those turning in entire list of titles. Dairy was crazy about the stunt and helped it along with newspaper ads, heralds, and banners on all delivery wagons. It all sounded like a dream, when we found that it only costs Art a couple of passes a week .. . and that ain’t nothin’. 15-MINUTE BROADCAST About 12-minutes of the show’s action comprise the major part of the broadcast with 3-minutes at the beginning and end for your plug. School’s dramatic club is now free for the summer and if you can arrange to get a few members rounded up, it’ll give the kids a chance to keep a-going! We send enough mimeographed copies to take care of the announcer and entire cast. Address Campaign Plan Editor, Warner Bros., 321 West 44th Street, N. Y. C. Page Nine Thanks to Manager ae