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

Trailer Build-Up Small Town Activities ON > wee Rural telephone gag plugs your showing "Carry On," official house organ of the Philadelphia zone, suggests the following: Each week the rural telly operator receives a post card showing theatre's program. Each Saturday at noon, when the whole family is home, a line-call goes out informing every patron on that line of the theatre's picture. When operator completes message she announces names of four subscribers, each of whom is then entitled to a free pass. Idea is nobody ever comes alone, bringing in at least one paid admission... and makes friends. Imprinted pay envelopes sell title of picture Imprint pay envelopes of large industrial firms with title and lucky number for lobby contest. Copy might run along these lines: “'Gold!—If the number on this envelope corresponds with the lucky number shown on bulletin board in Strand Theatre lobby you will be given a pair of guest tickets to 'Gold Is Where You Find lt,’ now at the Strand Theatre." Owners and superintendents of factories interested, particularly at this time, in keeping good feeling among employees, should welcome such a tie-up affording something free. Town’s socialites can help sell your show You can go to the homes of influential men and women to tell them about the picture and get them to tell their club members and others among their friends. Perhaps one of the “old-timers” in town will come to your theatre and relate some interesting incident that took place in your town during the California Gold Rush. Also talk to those attending meetings of Rotary, Kiwanis, Lions and other similar organizations. Have one of these clubs hold their weekly luncheon in your theatre followed by picture preview. Direct mimeographed message to mailing list Mimeograph a message on telegraph blanks reading: "We take this means to tell you about our showing of ‘Gold Is Where You Find It' starring George Brent, Oliva de Havilland, Claude Rains and Margaret Lindsay in one of the most glorious productions of the year—a story of yesterday's golden west in today's life-like Technicolor. Be sure to see it at the lowa Theatre next Friday. Bring the entire family for an evening of genuine entertainment." Attractive-looking messages like these can be spotted almost anywhere. Rural bus lines carry patrons directly to theatre Bus lines running in rural sections might present tie-up. Busses run on performance schedule and "take you right to the door of Strand Theatre to see 'Gold Is Where You Find It.’ "" Busses carry bumper strips, and other display material. Provide special bus service for school children if they attend showing in a body. Send notices to teachers of history, geography and English classes informing them of this service. The TRAILER too is produced in the 1938 MULTIPLANE TECHNICOLOR Only the Vitaphone trailer gives you the full advantage of the new life-like color which is the talk of the industry. The action is interestingly described by a narrator, while the selling copy punches out numerous highlights of the picture— altogether presenting an enjoyable subject different from the stereotyped trailer. Gold rush costume party on night of opening Gold Rush Costume Party, conducted as charity affair, with prizes for best pioneer costumes. Folks, in costume, attend evening premiere showing after which they hold Ball in cooperating. hotel. Event is plugged in coop ads and lobby displays. This can be dressed up as real "Hollywood opening." Photographers on speculation might want to get pictures, while other dummy photogs flash bulbs all night. Be sure to get all the fixings, microphone attached to p. a. system for interviews with celebrities, ropes, cops, etc. ‘Pioneer Day’ promotes business for town’s stores, also film City officials, newspapers, Chamber of Commerce, civic groups, social clubs, stores, hotels, etc., can cooperate. Shops near theatre redecorate their fronts to resemble shops in the 70's; restaurants and hotels transform places into pioneer-style cafes; merchants insert "then and now" ads in newspapers. Bus and railroad companies, hotels and stores will be interested in this sales promotion angle. Invite a representative group of these men to preview the picture and get their comments for lobby blow-up displays. ‘Pioneer Tour’ can be sponsored hy local bus company Many bus lines arrange a special sight-seeing tour this time of the year. It can take the form of a one-day trip to nearby points of historical importance, ending up at your theatre. Tie-in publicity resulting would prove valuable advertising to bus company. Heralds carrying your playdate and brief description of places visited can be distributed among passengers. See if a sponsor cannot be found who would want the Orphans’ Asylum kids to be taken out for such an excursion. Be sure to have bumper strips on busses. (See page 29.) ‘Gold’ hag attracts attention on street corners On town's busiest corners place a large burlap bag with the word "gold" lettered boldly on front. Fill bag with heavy rocks so that it will be hard to move. When enough curious folk collect pretty gals pass out heralds announcing picture, theatre and playdate. Novelty cardboard coins would make appropriate giveaway here. (See page 29.) Idea can also be used as "grab bag" stunt with numbers on rocks as basis of lucky number contest. Lucky winners are announced in lobby or from stage as feature of special kid matinee. Public libraries can co-op on ‘western’ exhibition Many public libraries have reproductions of Frederick Remington's Western prints. Arrange to have local library place them on exhibition surrounded by stills from the picture. Heralds can be placed on desk announcing your showing and the exhibition. You may be able to borrow prints for exhibition in lobby, with appropriate copy under each picture to tie in your showing. These prints and others like it will, when displayed, serve to show how authentic and beautiful is this new multiplane Technicolor picture.