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

é : trays Sete Ly Se Gast Nee ant a) p Toa een / ‘i wes oP RVG ok gas bed Treasure Hunts For Youngsters Promotion With Schools 2 oy Treasure hunts appropriate ballyhoo for picture |. In cooperation with your newspaper announce that treasure will be buried in certain public places around town (description of the park or square is given in veiled terms). Patrons hunting for the "gold," find slip of paper which they bring to theatre to collect their prizes. 2. Same thing for kids; hold treasure hunt in public park on Saturday morning spotting the prize-winning certificates within a certain area. Conduct entire affair in cooperation with playground director and park officials. They'll be glad to help out. Lucky keyholders get passes to your showing Merchants of cooperating stores give tagged keys (see page 29) to their customers. Tag instructs holder to go to theatre lobby and try to open the "Gold" treasure chest located there. Lucky key holders who are successful in opening chest are awarded prizes promoted from merchants. Correct keys are limited to number of prizes. Dealers’ promotional activities should include windows, banners, heralds, and newspaper co-op ads. Get newspaper to run pictures of lucky patrons in act of opening the treasure chest. ‘‘Hunt for Gold’’ with lobby as clearing house Buyers of old gold will realize the value of a tie-up with this show. Conduct a citywide "Hunt for Gold" with clearing house established in your lobby. Booth to resemble an assay office of gold rush days displaying large blowups of George Brent and Claude Rains panning gold, plus scene stills and selling copy: ' 'Gold Is Where You Find It'—Dig Up Your Old Gold and Bring It Here — We Pay Highest Prices for it." Announce this unusual service via heralds, banners, cards and coop ads. Share of receipts goes to charity. Historical groups interested in picture’s background Contact historical and patriotic organizations and arrange to have speakers appear at their luncheons and meetings who talk on colorful background of story—part it played in the building of a mighty country and its place in history. The publicity section of this press book supplies necessary material. And don't forget the schools in nearby towns. Arrange for bus transportation to your theatre for special afterschool matinees. School authorities can have class attend in a body and then hold discussion of picture in classroom. * + est t 4h a te Pathe gee res Local Grange cooperates in rural districts To promote picture among pupils of rural schools, have leading members of local Grange speak to school assemblies on historical aspects of picture. Scene stills depicting the wheat farmers’ battle with the miners can be used to illustrate talk. Museum might lend exhibit material such as maps, relics and diagrams. Display could be rigged up in a trailer and towed ‘round town in advance of your opening. Lecturer on hand gives details on exhibit. Picture is good subject for schoolroom discussion The trade paper experts who previewed the picture on the coast give the tip-off that "Gold" is part and parcel of the growing cinema of the library of American history. This is the surest recipe for promotion activities among schools, especially directed to history classes. Do not hesitate to bring this to the attention of school principals and history teachers. Place notices on bulletin boards with stills tying in historical angle. Arrange special theatre parties for students with bus transportation. Distribute heralds, novelties and fan fotos (see accessory section). Schools having 35 mm. sound film projection equipment can show trailer in assembly hall. Copies of Scholastic Magazine can be purchased from publisher at four cents each (see page 8). Arrange to have these distributed in class rooms for discussion. Given on page 7 is description of "Group Discussion Guide" which has been prepared by the Motion Picture Producers and Distributors of America (Hays Organization). This 4 page brochure should prove invaluable in reaching students, teachers, librarians, and community leaders. The front cover carries an excellent letter which can be reproduced and posted in lobby or school library. Inside spread provides a layout of stills and questions specially prepared for classroom discussion. Get to the kids with a coloring contest Because kids always go for coloring contests, the best drawings to use are reprints from one of the large ads. Be sure to stress contest angle and prizes for those turning in neatest colored ads. Distribute to schools, or through classrooms, by pre-arrangement with proper authorities. Pupils of commercial art classes could compete for prizes awarded for best poster design. Samples of work is exhibited in lobby. Art department heads plus local artists judge drawings at special Saturday matinee. Newspaper runs picture of best poster. se RRR int : +} 6 ats a sA Essay contests promote interest in film Picture affords many opportunities for essay contests to be conducted in schools. Students could vie for ducats on basis of best paper on California gold rush; or the historic conflict between the wheat farmers and the gold seekers. English classes could be assigned to write a review of film instead of the usual book review. Or compositions could be written on the superiority of color pictures over those filmed in black and white. The ''Group Discussion Guide" shown on page 7 should be a great help in planning these contests. Representative pupils invited to picture’s opening Bring the picture to the attention of high school principals and teachers. Offer guest tickets to be awarded as prizes to students excelling in studies, such as history, English and dramatics. Winners may be asked to cover the picture for their school paper. Supply paper with scene mats, publicity stories and ads. Post notices and still display cards on bulletin boards. Distribute imprinted napkins and heralds in school cafeteria. Local newspaper could run search for best junior moving picture critic among the city's schools. Movie-making atmosphere for school lobby "Behind the Scenes" display showing the filming of the picture, with plenty of studio color and atmosphere, will interest school kids. Arrange exhibit for school lobby with a large selection of stills from picture included. Borrow a real motion picture camera, director's chair and whatever studio props you can get. If school has class in motion picture appreciation get them to help arrange it. Send for "off stage" stills No. G Pub. D, Pub. Q: Pub. T, Pub. X, Pub. A5I, Pub. A52, Pub. A100, Pub. AII0, Pub. AI19, Pub. A124. Kids re-enact ‘‘gold rush’ from school to theatre "Gold Rush" for kids from local school to your theatre. Youngsters race on bikes carrying banners plugging picture, theatre and playdate. They take route through busy sectors, and make plenty of noise to attract attention. One of the city officials can shoot off starting gun. Have photogs on hand to snap pictures for newspaper "breaks." For gag effect you might get a couple of men or kids dressed as “pioneers to follow. Announce starting time of "Gold Rush" via newspaper ads, heralds, and radio.