Gold Is Where You Find It (Warner Bros.) (1938)

Pe 3 Fi vipd af £ Exp Lobby and Street Ballyhoos Radio Spot Announcements wre ty California gold rush relies for lobby display Descendants of California pioneers may have some unique relics of California Gold Rush period which you could borrow for lobby display. Old newspapers, old prints, jugs, jewelry, costumes, imitation gold nuggets, mining pans and deeds will create desired background for exhibit. Highlight display with color-glos scene stills and selling copy: "Out of the gold hills of California comes the lusty brawling saga of the builders of empire—A picture that blasts a new niche for 1938 in motion picture history—'Gold Is Where You Find It.'" Trunk of gold and sidewalk stencil for ballys For a couple of street stunts which may be worked simultaneously: get an open buckboard, place a large trunk on back with the word "Gold" painted on; couple of "pioneers' armed with rifles guard it on ride around town, others hand out heralds to onlookers. Get permission to stencil sidewalks simply with the word—''Gold!'' Spot direction arrows on important street corner, lamp posts, and fences, all pointing in the direction of your theatre. Couple of days of such a teaser should result in much advance plug for your showing. Recent gold discoveries provide lobby display material Lobby display feature may be built around recent discoveries of rich gold fields. Last year there were important gold discoveries in Canada and in the Yukon. This year saw discoveries in South Africa, South America and in one of our own western states. Show giaht map of gold regions with title display, superimposed over entire layout. Refer to local newspaper files or Public Library for complete data. Gold regions are identified by gold circle to which is attached a ribbon leading to key cards. Stills from the picture surround. Blowup of Sunday feature makes novel lobby display Blow-up of the special Sunday Feature, "The Land Is for the People" (pages 18 and 19) will make a colorful and eye-arresting lobby display. Surround with stills and selling copy, telling patrons that this story was inspired by the new multiplane technicolor motion picture, "Gold Is Where You Find It'' coming to your theatre on (playdate). If local newspaper runs this feature be sure to mention this fact in your display. Newspaper supplies reprints of story which you hand out to patrons with name of theatre and playdate at bottom. Artist paints scene from picture in your theatre lobby Well-known local artist works on a giant oil painting of Olivia de Havilland in your lobby. Starts about a week in advance, completing the painting to coincide with opening of show. Stunt plugs color angle with card nearby: "Picture this scene three times as lovely—filmed in Life-like Technicolor. See 'Gold Is Where You Find It.’ The screen miracle—produced in the 1938 Multiplane Technicolor." You’re on the air with these spot announcements ANNOUNCER: This afternoon (or last night) | had the opportunity of seeing a spectacular, prismatic motion picture. Its title is “Gold Is Where You Find It." This screen play is adapted from Clements Ripley's well known story of American life during the gold rush days. It depicts the situation which gripped California in the ‘70s when agrarian plainsmen rose up against hydraulic miners whose washings swept down mountain sides to destroy the fertile acres. It has stirring drama as men hunt for gold ... thrilling action as men fight for gold... and all the romance of yesteryear's golden west filmed by Warner Bros. in life-like Technicolor! When you see "Gold Is Where You Find It," 1 am sure you will agree with me ‘that this production is admirably contrived and often spectacular. George Brent, Olivia de Havilland, Claude Rains, Margaret Lindsay, John Litel, Barton MacLane are a few of the numerous stars who play tha lead roles in this enjoyable picture. Take your family to see "Gold Is Where You Find It' tonight (or this afternoon) at the; Strand Theatre, where it is now playing through next Thursday. ANNOUNCER: The new Technicolor production, "Gold Is Where You Find It,"' opens at the Strand Friday. Here is red-blooded action roaring out of the gold hills of California! . . . Hurled from the screen in life-like color with all the force and fire and fury of a new land in the throes of creation! "Gold Is Where You Find It" is a towering new peak in spectacular screen entertainment .. . It stars George Brent, Olivia de Havilland, Claude Rains and Margaret Lindsay ... Take the family to see "Gold Is Where You Find It" at the Strand. Familiar ‘‘guess how many’’ gag fits again for this one This is an "oldie" but fits to sell the title:— small pot of coins surrounded with scene stills is displayed in local jewelry store window. Guest tickets to "Gold Is Where You Find It" are awarded folks who come closest in guessing the correct number of coins in receptacle. Provide contest blanks with instructions that they're to be deposited in box located in theatre lobby. Star blowups and large selection of scene stills surround lobby entry box which should be placed in rear of main lobby. Use colorglos stills. (See page 31.) LOITATION Pioneer miner parades streets tossing out coins Ever since Harry Reichenbach, famous press agent, used this stunt it has been a popular method of attracting attention. Simply have a man dressed as a pioneer miner of the 70's stride through town tossing out handfuls of novelty coins or stage money which is imprinted with title of picture. He climaxes tour with a performance atop the marquee. Announce time of stunt in newspapers, heralds, lobby and on screen. Kids will go for this in a big way so be sure to stage it after school hours, or on Saturday just before matinee. Pair of ‘‘pioneer’’ stunts for street ballyhoo Box office on wheels rigged up with poster cutouts and large shingle in front, identifying it as a "claim office," tours busy sections of town. Selling copy reads: "Avoid the rush! Stake your claim here—'Gold Is Where You Find It'—Now at the Strand Theatre." Pretty gals hand out heralds to onlookers. Man dressed as "gold miner" and girl as “pioneer woman" lead pack mule through streets. They carry mining implements. Banner on the mule advertises show as ''24 karat gold entertainment." Patrons shovel in lobby sandbox in quest of gold Set up a small sand box with imitation gold novelties concealed in sand. Each patron is allowed to take small shovel and scoop at sand in quest for gold. Scene stills and selling copy: "'Gold Is Where You Find It'—Start digging here and win a valuable gold prize." Merchants give prizes in return for lobby space boosting their products. Artist can rig up a colorful backdrop of mining camp atmosphere. Place display in front of a revolving wheel which shows scene stills. Use color-glos stills listed on page 31. Claim stakes in empty lots attract much attention Plant claim stakes in empty lots, snow banks; tie them to trees, poles and fences. Tack-card attached to wooden stake can be made to look like the real thing. Copy reads: "No Gold Here! But ‘Gold Is Where You Find It' in the new 1938 Multiplane Technicolor is now playing at the Strand Theatre." Direction cards could be employed using this copy: "'Gold Is Where You Find It'—at the Strand Theatre. Join the gold rush now." Claim stakes are much like any real estate marker. Make them high enough to be seen by passers-by.