Goodbye Again (Warner Bros.) (1933)

EXPLOITATION GREAT “COOL” POSTER FOR USE DURING SUMMER MONTHS This striking poster idea which sells the COOLNESS of your theatre in no uncertain terms, was originally used in a trade ad. So numerous were the exhibitors’ requests for enlargements of it, that we decided to meet the phenomenal demands of exhibitors by making up a special processed 40 by 60 blow-up for use throughout the summer. It’s a brand new idea which will attract gobs of attention. Mounted on a 40 by 60 easel and placed in your outer lobby, it can be used on any picture. Priced at only 50c each, it is available at your local exchange! RADIO SKETCH WRITTEN AROUND TITLE Here’s an unusual way to tie up with your local radio station. Offer prizes for the best original two minute sketch written around the title ‘*Goodbye Again.’’ If you prefer, sketches can be either in comic or dramatic vein, but the former is preferred. The station should broadcast the two or three sketches which they consider best and invite listeners to OFFERS NOVEL CONTEST judge them. If there is a college within your territory, be sure to contact instructors in English and dra: maties and invite students to join the contest. Judges should include the station’s program director and, if possible, a dramatic critic and, where the College is tied in, the professor of the English or dramatic course. “WORLD’S FAIR WEEK” IN LOBBY TIMELY, CROWD-DRAWING STUNT Because of the tremendous interest everywhere in) the Chicago World’s Fair, here’s a stunt, originated by the original Roxy Theatre in New York, which you can use to great advantage. Because of its general nature, it need not be tied in with ‘‘Goodbye Again?’ but can be used until November 1st. ‘“Goodbye Again’’ is especially good for this arrangement however because of its general audience appeal. The Roxy Theatre reported a tremendous increase in business the week it was in effect. They secured from the New York office of Chicago’s Century of Progress Fair, sixty large photographs of points of interest at the Fair and scaled down replicas of many of the Exposition buildings. Then, for further display, the theatre contacted organizations with exhibits at the fair, who willingly offered whatever material they had available—which was plenty! Products Exhibited Among the products shown in the Roxy ‘‘World’s Fair’’ were those of automobile manufacturers, railroads, aeroplanes, telephone, electric and gas exhibitions; candy, soap and stamp companies; newspapers, magazines and books. These were divided into individual groups with headlines, such as; ‘‘Travel and Transport’’; ‘‘Communication’’?; ‘‘Arts and Crafts,’’ ete. All material was shipped at the Page Twenty expense of the exhibiting companies. Another highlight was the exhibit of native handicrafts from more than thirty nations secured from local Consuls and placed in the mezzanine which, for the occasion, the Roxy called ‘‘ International Hall.’’ Special Nights The idea was carried further by dedicating each night of the week to a foreign country and basing the stage show around this country with the entertainment sponsored entirely by a native group and offered gratis. On each of these nights the theatre was decorated with flags of the various countries and ads and publicity in foreign papers announced to what country the night was dedicated. More entertainment than could be used was offered by Greek, Polish, Russian, Italian societies for the night named for their country. Impressive Opening In New York the ‘‘Fair Week’’ was opened by a local civic official. You can have a formal opening headed by your Mayor and local Consuls. In the lobby, a registration book in which patrons were invited to sign drew 18,000 names. Schools and churches and all youth groups were especially contacted and advised of the nature of the show. Special trailers and other advertising were used three weeks in advance. “Goodbye Again” On Time Tables Contact all your local bus and train depots to imprint the title “Goodbye Again” on all their time tables. This is easily done by means of a rubber stamp which you can have made for at a cost of a few cents. In addition to the above, see to it that the time tables in all the travel agencies are likewise imprinted, thus getting across the title of the picture in every possible manner. Word Building From the Title This stunt has been worked to great advantage with a number of pictures. Sponsor a contest offering guest tickets to your showing of “Goodbye Again” to those who can compile the largest list of 4-letter words derived from the letters in the picture’s title. No letter should appear in a word oftener than it appears in the title. Be sure to get a prominent mention of your coming playdate in the announcement of the contest. TRAILER THE OFFICIAL VITAPHONE TRAILER ON “GOODBYE AGAIN” IS ONE OF THE MOST CONVINCING SEAT SELLERS EVER _ PRODUCED— SEE IT AT YOUR LOCAL EXCHANGE. papers, teaser campaign to start them talk GET TOWN TALKING WITH LIVE ADVANCE SNIPE-TEASER STUNT Before breaking any ads in the use the following novel ing. Teasers can be used spotted throughout the paper, as daily slugs or as underliners in the ads on your preceding picture. TEASER LINES said ‘Goodbye Again”’ Miriam Miriam’s husband said “Goodbye Again” Bixby said ‘Goodbye Again” Bixby’s secretary said “Goodbye Again” Bixby’s soul mate said “Goodbye Again” Campaign could be widened to include extensive outdoor coverage. Sniping store windows, doorsteps, taxi bumpers, street cars, etc. will give your title a plug that will be reflected at the box-office. Gag Town Poster Great for Picture WELCOME TO CHESTER, PA. At the entrance of your town, place a poster similar to the one illustrated above. It’s on the style of posters put up by local chambers of commerce in many communities and is sure of attracting a lot of attention. You can get the utmost in flash by using a red and black color combination. REVIEWS BY LEGIT CRITICS WILL GET EXTRA PUBLICITY ‘“Goodbye Again’’ version of the play that netted the longest Broadway run of the year is the screen and probably the longest run of any non-musical comedy since ‘‘ Abie’s Irish Rose.’’ Mentioning this fact, write a personal invitation to your dramatic critics, asking them to review the picture and compare the difference in treatment from a stage play necessitated by the camera. If this conflicts with newspaper policy ask the critics to send you telegrams of their personal reactions for a lobby display. Western Union or Postal Telegraph will cooperate on a window display with these wires, and will print a sufficient number for use as the critics is the opportunity for personal throwaways. Inducement for publicity which, in most cases, is always welcome. YOUR PERSONAL ENDORSEMENT SHOULD HELP This is a perfect picture on which to place your personal endorsement stamp. Make up an ad using favorable comments of celebrities. In adit after opening, get your paper to run off dition to running your enough proofs to take care of your mailing list. Instead of merely mailing the proof write a short note mentioning the unanimous favor with which the picture was received and offer, as an example, the comments in the ad. If preferred, instead of printing extra copies of the ad, have the paper supply you with TICKET SALES tear sheets of the page on which the ad appears. Cut the ad from the page, and insert it in the letter with the paper’s dateline. To further carry out the idea of your personal endorsement, make a brief sales talk on the picture from the stage at every performance in advance of your showing. Another good piece of strong selling, would be to use a photograph of yourself in a special lobby frame carrying your message of endorsement, together with your signature. Here Are Some of Those Big Punch Lines for Your Lobby Blow Ups Here are a number of punch dialogue lines from ‘‘Goodbye Again” which can be used to good advantage in a special lobby display together with the suggested stills. I kept saying to myself ... I mustn’t see you . sa Well... . here-lcam...., you. . . | mustn’t see (still No. 41) How dare you be unfaithful to me with your husband! I tried to seare the pants off her. . passion . We went to business college together . us speak shorthand? (still No. 35) but she thought it was (still No. 10) » Do you want to hear (still No. 205) She’s got to marry you, or you'll be a cad. (still No. 44) I meant to get up but I lost the bottom of my pajamas. (still No. 54) BURGEE | The LAUGH RIOT OF THE YEAR/ ODBYE AGAIN ANY with. GREAT STARS aAKK KKK In brilliant shades especially for suspension in your lobby or under your marquee. Size 20 x 30 inches, printed on With heavy, durable canvas. eyelets for hanging. Economically priced at 45c Each Available only from MORRIS LIBERMAN 729 Broadway, New York City NOT AT EXCHANGE @ See the peppy poster campaign illustrated on page 22.