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

EXPLOITATION SMASH WINDOW DISPLAYS WITH LOCAL HABERDASHERS Here’s a chance to grab off smash displays in leading merchants’ windows and attract a lot of attention to your show. A national shirt manufacturer, who is turning out a Dick Powell shirt, has made arrangements for window displays in over 12,000 stores throughout the United States. These displays will consist of cutouts, beautiful colored enlargements of Dick Powell, and numerous stills from the picture, together with theatre announcement. Each dealer will be supplied with all the necessary accessories except stills from the picture. These you can supply the dealer, when he contacts you. All you need do is to send your playdate as soon as set to the manufacturer, whose name and address is listed below. He will immediately get in touch with the dealers in your city and arrange for the display, at the same time notifying you of the dealers in your city who will have the displays. If you should desire any additional display materials, get in touch with the manufacturer. He will be glad to co-operate with you in anything you may ask him to do. If you shouldn’t have time enough to communicate with the manufacturer after setting your playdate, then, we suggest you visit your haberdasher, and speak to him about the Dick Powell Shirt display. This tie-up has already been used on “King’s Vacation” and “42nd Street,”’ but it is strongly advised that you repeat it on ‘Gold Diggers of 1933,” in which Dick Powell plays an ex ceptionally important role. Send your play date to MR. J. H. RICHARDS, Care of F. Jacobson & Sons, 1115 Broadway, N. Y. C. This is how the Dick Powell shirt display looks. “Gold Diggers of 1933’ now at Strand Note the sign in the center advertising ‘Gold Diggers of 1933” as well as your theatre’s showing. In addition to the elaborate display of the varied colored Dick Powell Shirts, many stills from “‘Gold Diggers of 1933’ are used arousing interest in the picture. Get this display for your theatre. It’s sure to attract loads of attention. CUT-OUT for counter display. In full color with easel backing. In contacting your local dealer, be sure to arrange to get mention of your playdate on this cut-out. COLOR DICK POWELL /now appearing | in Warner Bros.’ “Gold _ Diggers | ENLARGEMENT for window display. Size 17 by 22 in brilliant colors. It would also make a very fine display for your lobby. Memphis Exhibitor Used Gigantic nowarp wauGn UsES TELEPHONE REMINDER PAD TO SELL HIS SHOW Jig-Saw for Advance Exploitation You'll be hummin’ PETTIN’ IN THE PARK. THE GOLD DIGGERS’ SONG. MY FORGOTTEN MAN. THE SHADOW WALTZ. I’VE GOTTA SING A TORCH SONG. Take advantage of the jig-saw puzzle craze and make it up to carry the advertising of “Gold Diggers of 1933” coming to your theatre. Above is illustrated 7144”x914” layout used in advance by Howard Waugh, manager of Warner Bros. Theatre in Memphis, Tenn. This idea may be adopted by using any of the large display ads illustrated in the advertising section and printed on thin card to be cut-out in jig-saw style and held together with another thin layer of cardboard pasted on the back. The regular set of 11x14 litho cards available at your exchange can also be worked into this idea. Distribution may be handled weil in advance of your opening, figuring that you will get your advertising message across in people taking the puzzles home to dis-assemble them and then try to put the pieces together again. A good advance exploitation stunt submitted by Howard Waugh, manager of Warner Bros. to use is Theatre in Memphis. It is a telephone message pad about 514x4% inches which can be distributed in all office buildings. The copy of the cover of the pad reads as follows: TELEPHONE PAD compliments from WARNER BROS. THEATRE Memphis, Tenn. —and asks you to watch for the showing of the new wonder of the show world, “GOLD DIGGERS OF 1933” 200 Girls — A Great Cast of Stars! — 5 Tuneful Song Hits! Spectacular Dance Ensembles! Each one of the sheets on the pad carry a line announcing the opening date of the picture at the theatre It’s a great reminder and can be made up inexpensively by your loca! printer. Get Extra Newspaper Coverage By Inviting Dramatic Crities Inasmuch as the musical sequences of the picture can be compared with stage musicals as to presentation effects, ete., it would be a good idea to invite local dramatic spectacle, scenic critics as your guests opening night, and ask them to make the comparison. If policy prevents their discussing the matter in their Fictionization A complete fictionization of ‘‘Gold Diggers Of 19337? coming July issue of ‘‘Screen Ro appears in the manees.’’? Get your local magazine dealers to cooperate with you on a 7x11 inch card or one sheet which columns, they will no doubt be willing to send you a personal letter or telegram with a brief statement on the subject. wide following and this is an effective method of drawing thai following to your picture, in addition to getting extra coverage on the theatrical page, Drama eritics have a will plug the sales of Sereen Romances as well as your showing. See your local editor about running the fictionization illustrated with stills from the picture during your showing of the picture. The fictionization is free, the only requirement being that you credit Sereen Romances. Page Forty-one