Gold Diggers of 1933 (Warner Bros.) (1933)

EXPLOITATION HELP US TO HELP YOU BY SENDING US YOUR CAMPAIGN Exhibitors are urged to send us their campaigns in order that we may be able to pass along the many oe gee ideas put into execution on every picture. Exceptional examples of real dic whonshite will be passed along, not only to other exhibitors, but also to the Trade Papers for publication and comment. Right now, the industry is in need of the closest sort of co operation between producers and exhibitors. Let’s all pull to gether, each trying to help the other. Address Your Campaign and Your Suggestions and Ideas to Director of Exploitation, WARNER BROS. PICTURES, Inc. 321 West 44th Street, New York City. YOU CAN SET YOUR CITY AGOG WITH BUSINESS REVIVAL WEEK So much has been written and said about “Gold Hoarders,’ and about “Gold Standard” and “Gold Embargos,” that the title “Gold Diggers of 1933” becomes a natural with which to tie in on current affairs. Just about the finest possible stunt with which to sell, the picture and get everybody talking about “Gold Diggers of 1933” would be to start a movement in your city for the organization of “The Gold Diggers of 1933 Club,” the purpose of which is to help President Roosevelt in his campaign to restore confidence and prosperity, by getting people to loosen their hoarded money. We would go about staging this stunt in the following manner. Get in touch with your Mayor and your Chamber of Commerce, Rotary and Kiwanis Clubs, and big business houses and enlist their support. Have the Mayor issue a proclamation designating the week of your play date, or the week before, as “The Gold Digger Week,” or “Business Revival Week.” Enlist prominent women and organize them into “Gold Diggers of 1933,” formed to get people to dig up the hoarded gold and currency from safe deposit vaults, mattresses, ete., and encourage spending. Get your department stores to announce their support of ‘Business Revival Week,” in their ads by of: fering appealing bargains in merchandise. They can headline their ads with the following slogan: The Gold Diggers of 1933 Dug Up These Exceptional Bargains So You Can Save Money! It should be a simple matter to promote a co-operative double truck ad among the smaller advertisers, using the same slogan. Take space in the co-operative ad, making sure you are given the ad vantage of a double page space rate. copy could Your headline read: own “The Gold Diggers of 1933” Is The Greatest Entertainment Bay In Toledo. oot nite of the name used to designate the “week,” “Gold Diggers of 1933” should play an important part in all ads and announcements. Sell your local paper, or papers the idea of getting up a special ‘Gold Diggers Edition’’ in which every advertiser will stress the “Gold Diggers of 1933” idea. Along with this newspaper campaign should be used your own screen, the radio, your lobby, banners, special window cards, buttons and heralds. Taxis, Street Car lines TT PERHESS tO pomt out that y aid Pikes s Srouttt Real i banucred Every business house in town taking time on the air should be encouraged to make some mention of the “Gold Diggers” week in their programs. If possible make this week a State affair by getting your Governor to issue a proclamation similar to that of your Mayor, extending the week throughout the entire State. All this is going to require real effort, but the possibilities are so great that it is going to be decidedly worth your while to get behind it. THAR’S GOLD IN THEM THAR GOLD HOARDERS’ NEWSPAPER STORIES Since the time limit announced by President Roosevelt for the turning in of hoarded gold has expired, and all those having more than $100. worth of: the precious metal are now liable to the law, we may expect numerous cases to constantly crop up of people being arrested for hoarding gold. This affords a splendid opportun ity to get over the constant use = the title “Gold Diggers of 1933” i the news columns. See the Managing Editors of your local newspapers, and sell them the idea of referring to those government investigators whose task it is to dig up the hoarded gold, as “The Gold Diggers of 1933” in each story that deals with the arrest or confiscation of hoarded gold. Thus, instead of being called “Special Treasury Investigators,” in the news stories, have the newspapers call them “The Gold Diggers of 1933.” If your papers employ local columnists, sell them the idea of writing a humorous column, comparing the gold diggers of ’49 with the gold diggers of 1933—the entire play being upon the government’s search for hoarded gold—the different methods used—ete. Clip all news stories dealing with gold hoarders and put them up on a special lobby frame with the headline, “What the Gold Diggers of 1933 Are Doing” or ‘Another Victim of the Gold Diggers of 1933.” RADIO FANS SING PARODIES ON “GOLD DIGGERS” SONGS A good angle to apply to a local radio program is to announce a short period during which the program will be devoted to parodies sung to the music of the songs from “GOLD DIGGERS OF 1983.” You can work this up in advance of our local showing, by first holding preliminary auditions to weed out Page Forty the poor parodies before you put the best ones on the air. Your local radio station can help ‘n popularizing the stunt which is oound to get everyone interested in ouying sheet music and records to irst learn the original lyrics before chey can make up a parody. Announce this stunt in your loboy giving credit to the local radio station for their cooperation. Hunting for Gold In Classified Ads The “classified” section of the pa per is one of the pets of the busi ness manager, who generally welcomes suggestions to heighten interest in its columns and bolster its business. Here’s how to tie it up “Gold Diggers” your entire engagement: Plan a contest whereby a limited number of daily passes will be rewarded to those who ean find the message planted throughout the ads The first day, your message can be the title of your picture, with each word of the title planted at the bottom of a different classified ad in varied parts of the section. The second day’s message can be the names of two of the picture’s stars; and so on throughout the run of the picture. with throughout in the classified section. A prominent display box in the classified section should annvuance your playdate together with the contest must clip the ads containing the hidden word, paste them up and write the message in proper sequence. Contest might be labeled “HUNT FOR THE HIDDEN GOLD,” with supplementary copy the tickets award. requirements. Readers explaining guest Portable Victrola Street Ballyhoo Dress a number of girls in abbreviated chorus girl costumes and give each a small portable victrola which they can carry suspended by a strap around their necks. Supply them with some of the orchestral recordings of the ‘‘Gold Diggers’’ tunes and have them walk through Es the busiest sections of town playing __| these zecords. A placard attached to the victrola should display the title and playdate prominently and _ the girls can distribute your heralds on the picture. Post Celeb Wires of Congratulation Arrange with Western Union or Postal Telegraph for a special rate on congratulatory wires sent to you from celebrities and critics who attended your opening. The most enthusiastic wires should be enlarged and displayed by the co-operating telegraph offices and used actual size for a special display board in your lobby. Advise those from whom you desire to receive telegrams of your intentions, explaining that charges incurred will be taken care of by you. Women Patrons to List “Perfect Man” Requirements During the production of this picture, a vote was taken among the 200 chorus girls to determine the qualities which their ‘‘perfeet man’’ must possess. The result of the questionnaires which the girls filled out will be found in the story on page 21 in the publicity section. The same idea ean be carried out by you in the form of a newspaper contest, Inquiring Reporter, or by handing out questionnaires to girls attending the show and publishing the results each day together with the story mentioned adapted to your own situation. Se ee a amenen a aes PERFECT NEWSPAPER CONTEST ON MOST DANGEROUS GOLD DIGGERS The title, “Gold Diggers of 1933,” lends itself to a most interesting newspaper contest, to be planted about a week prior to the picture’s playdate. Have the readers send in their answers to the following question: “WHAT TYPE OF GIRL IS THE MOST DANGEROUS GOLD DIGGER?” Here is a topic that is sure-fire for reader interest and which is bound to throw all the girls in town into a furor. Suggest to the contestants the following questions, which should aid them in forming their answers: Is the red-head, brunette or blonde most to be feared as a gold digger. To which type are men most susceptible? Does the girl with the cute baby talk ride in a Rolls Royce? Or does the wise-cracking mamma meet with better success? Do the men spend more when with a naive damsel? Or is the sophisticated girl more successful in loosening the purse strings? Should a girl be subtle in her gold digging mannerisms? Or does she get better results by asking outright “buy me this?” Offer money prizes and theatre passes for the best answers on this subject. STREET STUNTS ARE ATTENTION-GETTERS An eye catching street stunt can easily be created in the following manner. Get a man to dress as an old mining prospector and parade thru the streets on a donkey earrying all the implements for mining and a heavy pack with a sign reading “Gold Diggers of 1849.” Then a number of beautiful girls scantily clad sitting in a flashy looking open car bearing the sign “Gold Diggers of 1933” NOW STRAND THEATRE. * os ace qe eo, * * An idea that will attract a lot of attention can be used in having a number of gorgeous looking girls dressed in strings of coins. Such biz arre costumes can be made of thin material over which is glued dises of gold cardboard or tin to look like coins. Have them drive thru the main streets. Your local newspaper is bound to get the picture and earry it in the paper. This publicity alone will compensate you for the little effort in getting up the stunt. However, there are several other ideas into which you can work these girls. Plant the modern gold diggers on street corners to hand out the lucky coins or the chocolate favors, deseribed in this exploitation section. Have them wear wide ribbons .advertising the picture at your theatre. STREET PAGEANT FOR FLASHY The numerous gorgeous costumes worn by the stars and show girls in “GOLD DIGGERS OF 1933” lend themselves to the idea of staging a Mardi Gras or street pageant to herald the picture on its opening day. Send out a broadside to all social clubs and make announcements over the radio and from your stage to the effect that the merchants im your vicinity are offering a group of prizes to be awarded to the persons wearing the most beautiful costumes Special Ticket For Premiere A special ticket, in the size and shape of a gold coin will give your showing added word-of-mouth publicity. Print the usual type matter in black on gold stock bordered with a to that 5 dolar gold-pieces. Use it for the pre design similar used on miere or during the entire run. This idea was given an enthusiastic reception when introduced on “Silver Dollar.” OPENING in the pageant. In order to insure a good turn-out with really worth while costumes, make the prizes of great value as possible. The costumes necessarily do net have to match those worn in the picture, but should be elaborate and attractive. With a strong advance build-up thru all yotr advertisin; and publicity mediums, this stunt should get a lot of attention and make your opening a gala-event. Be sure that the newspapers cover the pageant for news pictures. Gold Spoons For New Born Girls Arrange with a jeweler to award a gold spoon to baby girls born during the run of ‘‘Gold Diggers.’’ Papers will readily announce an offer of this nature and are certain to give plenty of space to the announcement as well as follow-up stories on the lucky babies. By all means have pictures taken of the first baby girl to win one of the spoons for publicity purposes. Be sure to contact the Board of Health and hospitals for information on births during the i period your awards are in effect. WHAT’S HAPPENING ON THE WARNERFIRST NATIONAL LOT A new news service instituted by Warner Bros. presents the latest news from the Warner Bros. First National studios, dealing with pictures in production — Hollywood previews — and about everything you should know about the coming product. It is called ‘““What’s Happening on the Warner-First National Lot.” Make use of this up-to-the-minute news, by planting it with your local movie editors, taking care to mention the fact that the picture will be shown at your theatre. Write for this free service without delay. Address Warner Bros. PUBLICITY DEPT., 321 West 44th Street, New York City.