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

Newspaper Promotions Book’s popularity suggests these stunt possibilities With the big Grosset and Dunlop book tie-up as a starter (see page 9) you should have little difficulty in carrying out the following: Make certain that local book dealers are giving you as much as possible in the way of window and counter displays; giant book cover can be displayed in store, in lobby, or mounted on truck for an inexpensive street bally; libraries and book stores can give out bookmarks which are printed from one-column ad mats (see ad section for suitable art); ‘literary advisor’ in lobby answers questions on picture. For reading book out loud try this tested stunt To direct interest in the picture by means of the book, have a pretty gal seated in a large furniture store window (with living room or bedroom setting), and read the book aloud. Voice is amplified through loud speaker front of store. People guess how long it will take her to finish book. Guest tickets are awarded best guessers who write their time on slips deposited in box in the store. Idea gives the store means of building up mailing list, and draws attention to their windows. Idea worked in many spots for ‘Anthony Adverse." Picture’s theme is material for editorial scribblers The theme of the picture is well-timed because of present efforts to make natural resources work for the largest number of people. Story and title could easily be built into sermon or editorial: 'Opportunity can be found everywhere but it exists only for those who recognize and make use of it." Discuss topic with local editors and clergy. Invite them as well as heads of local patriotic organizations to special screening, after which you get their comments for newspaper "breaks" and advance lobby display. Three uses of title to tie in with classified ads Newspapers interested in increasing classified ad business have found it helpful to "dress up" such sections. Local papers will see the selling value of the title. For instance: (I) “Gold Is Where You Find It Among These Classified Ads"; (2) page can carry title to illustrate columns selling real estate, oil, used cars, household goods, etc.; (3) various contests can be used throughout section:—might consist of words scattered through ad columns which, when assembled, spell out the title or tell where key to treasure chest can be found. aad Fe . we > “ oF ‘‘Then and now’’ stunt ideal for clothing store tieup Arrange "then and now" window displays with local apparel stores. Display costumes which were in vogue in the ‘70s and contrast with latest styles in vogue today. Cards show high prices of that period as compared with the bargains on sale. _In clude stills to plug your showing. Idea. could be adapted to use by drug, furniture, and automobile dealers. Firms in business for number of years will welcome chance to show progress. Picture title leads to natural tieups with banks, etc. Picture lends itself to tie-ups with banks, loan and finance companies, jewelry stores, business schools. Arrange coop ads with selling copy along following lines: BANKS: "Gold Is Where You Find It —and you'll find it when you want it, if you open a checking account with us." LOAN CO.: "Gold Is Where You Find It—if you need money, come to us for a personal loan that is really personal." JEWELRY: "Gold Is Where You Find lt—if it's made of gold, you'll find it here. We have the largest variety of jewelry in town." BUSINESS SCHOOL: "Gold Is Where You Find It — prepare for that advancement now. Register today in a course which will start you on the road to bigger pay." DRESS SHOP: Sell a local ready-towear shop the idea of a window display all in gold. An evening dress, slippers, stockings, bag, jewelry, etc., would make an attractive display and a good plug for your show, with appropriate copy, of course. Also, see dealer co-op layout which fits full page in tabloid paper or dominates a page in full size paper. Turn to page 24. Business boosted in tieups using title for copy Display arranged in cooperation with local Chamber of Commerce. Leading merchants and manufacturers set up exhibits showing their products. Entire display is tied together with copy: "'Buffalo—city of opportunity—proves that "Gold Is Where You Find It."" Promotion includes co-op page in local newspaper with title as banner line; special window cards; street banners and circulars. This entire campaign ties in perfectly with efforts of Chamber of Commerce to induce business establishments to settle in your city. Newspaper readers add up figures, win tickets Here's a contest that will draw readers’ attention to classified "For Sale" ads in the paper. Cooperating paper runs a display box on classified page announcing that readers may win guest tickets to "Gold Is Where You It" if they are accurate in adding up the total amount of money mentioned in the "For Sale" ads. Paper might use the title of picture as a selling line across top of classified page: "Gold Is Where You Find Ilt—Take Advantage of These Golden Values Today!" Billing and playdate ties in your show. Camera shop features color film and color-glos stills Camera shops are featuring color film for home use. Arrange window and counter displays with liberal use of color-glos stills. Copy: "Thrill to the magic of 1938 Technicolor in 'Gold Is Where You Find It." Now at the Strand Theatre." Distribute heralds and package inserts with color contest printed on one side and co-op ad on other side. Effective window display might be arranged by contrasting black and white scene stills with those in color. Use large blowup of scene from film with appropriate copy tieup in your showing. Cosmetic shop still display stresses color angle A cosmetic shop can give you window space on the strength of the Technicolor. Angle is that color has come to the fore more strongly than ever. Copy stresses the fact that the selection of proper colors in make-up plays a vital part in a woman's _ personality. Supply store with color-glos stills of Olivia de Havilland and Margaret Lindsay (see color-glos photos, page 31). Run contest in cooperation with store whereby patrons are required to give correct color combination of cosmetics to go with various colored frocks. These stills are available for local tie-ups Olivia de Havilland: Dress — OD 935. Hat—OD 928. Suit—OD 901. Gloves —OD 957. Hosiery—OD 771. Pajamas— OD 959. George Brent: Watch—Brent 202. Pipe —Brent 285. . Margaret Lindsay: Jewelry — ML 909. Flowers—ML 928. Claude Rains: Muffler—Rains 54. Pipe —Rains 57. Order from Campaign Plan Editor. Set of twelve (8" x 10" glossy stills)—one dollar; individually at ten cents. Dealer Ad and Window Tie-ups