Hard to Handle (Warner Bros.) (1933)

CLEVELAND FINDS “MAGIC SQUARE” SURE-FIRE EXPLOITATION STUNT Nat Wolf, in charge of advertising and exploitation of Warner Theatres in Cleveland territory used the ‘‘Magie Square’’ given in our Merchandising Plan in publicizing ‘‘Silver Dollar’’ and reports it to the home office as the most sensational newspaper tieup he has ever handled. ‘‘Letters poured in by the carload!’’ he wrote. ‘‘It’s sure fire.’’ : “HARD TO HANDLE” MAGIC SQUARE The hidden sentence in this case contains ten words, made up of forty-three letters. It is “JAMES CAGNEY HUGS THEM ALL AND THEN SLUGS THEM AGAIN.”’ In solving it, begin with the letter which is circled. Move square up or down, right or left (not diagonally) and spell out the sentence. End at the square which has a period in it. Plant this ‘‘Magie Square’’ in your local newspaper and introduce the stunt to the public with the following story, awarding guest tickets as prizes. (Publicity Story) Solve Magic Square for Guest Ticket to James Cagney’s fit You’ve heard of crossword puzzles, word games and jigsaw puzzles—but have you ever heard of the ‘‘Magic Square?’’ Maybe not. Well, Magic Square is a new craze in which a complete sentence is hidden within a square resembling a crossword puzzle. Managet................ iis i) ees Theatre and the (name of paper) introduce this new game to (your town) in conjunction with the showing of James Cagney’s ‘‘ Hard to Handle’’ which starts next........ at the=. ae Theatre. Hidden in the above Magic Square is a ten-word sentence, which has to do with the hero of ‘‘Hard To Handle.’’ This is the way you go about solving it. Begin with the square which is circled. Move one square up, down, right or left (not diagonally) and spell out the sentence, which, by the way, contains forty-three letters. End at the square which has a period in it. Out No.19 Outi15c Mat 5c of ace ah seals to see will receive $2 each. The next twenty-five correct answers will each receive a pair of guest tickets to ‘‘Hard To Handle.’’ Your deadline i midnight. Winners will be announced in the (name of paper.) is applying vanishing cream to her face with James Cagney looking on. For dress store displays, write in for the snappy fashion poses made by Use Stills for Window Displays exciting: OnE ae Te: eS v | 1e (T LAL Ete s < = * = a =. e first five correct answers to be received by the Magic-Square~ “Hard To Handle” Classified Ad Treasure Hunt Arrange with local paper to conduct a ‘‘treasure hunt’’ in the classified columns. Each letter of the title, ‘‘HARD TO HANDULE,”’’ should be printed * in some distinctive type, and scattered at random through the want ads. The first twenty-five persons to send in correct lists of the merchants in whose ads the letters appear, will be given two free tickets to the showing. This stunt has the advantage of getting all the ads read, and making the picture the subject of conversation all over town. Tie-up With Fruit Dealers Present guest tickets to local fruit dealers in exchange for their promise to paste the following stickers on all grapefruits sold during the week preceding the coming of ‘‘HARD TO HANDLE.”’ Have stickers made, using the following copy: ‘‘JAMES CAGNEY finds a New Use for Grapefruit in: “HARD. TO HANDLE!’ Coming to the Strand a Next. It’s the Juiciest Hit of the Year! You’ll Kat It Up! Grapefruit displayed in windows should also use the sticker, together wilh a window ecard and stills from the picture. INVITE MOTHERS IN-LAW AS AN ATTENTION GETTING STUNT Because the comedy in the picture revolves around James Cagney’s relations with his prospective mother-in-law and_because mothers-in-law are commonly known as ‘‘ Hard to Handle,’’ a good idea would be to set aside one night and eall it ‘‘mother-in-law night.’’ Suggest that sons-in-law should bring them to the theatre. You can announce this in the paper, window ecards or throw-aways distributed to people on the street and in the office. Use the following copy: “Here Is a Tip—If You Find Your Mother InLaw Hard To Handle Take Her To See How James Cagney Handles His Mother -InLaw In ‘Hard To Handle’ at the Strand.” You will get a great kick out of it we assure you. STRAND MANAGER GRAND TEASER NOVELTY TEASER Ort Opportunities for co-operative window displays are offered you with several especially posed stills of Mary Brian. Considerable feminine interest exists in this picture due to the fact that she appears as a platinum blonde. An interesting co-operative beauty parlor window should be arranged showing a photograph of Mary Brian as a blonde (Still Pub. A382) and another as a brunette (Pub. A73). Another photograph, Still No. 52, shows a scene from the picture in which she Mary Brian, (some of which are seen in the fashion layout on page 9). Millinery stores will welcome a chance to show a photograph of a star with the popularity of Mary Brian, in an up-to-the-minute hat. Still No. G. B. Pub. S (shown in the fashion cut on page 9) is just the thing. All stills mentioned if not at your exchange, can be secured at 10c each, all mailing charges prepaid by addressing requests to Still Department, Warner Bros. Pictures, 321 West 44th Street, New York City. ARE BLONDES HARD TO HANDLE? NEWSPAPER ESSAY CONTEST Mary Brian, leading lady of ‘‘Hard to Handle’’ is a blonde in this picture. This invites comparisons as to whether fans like her best as a blonde or as a brunette as seen in other films. Greased Pig For Street Ballyhoo You can. promote this stunt very easily at practically no expense by getting the kids all bannered with James Cagney and the theatre name to chase the greased pig through the street, or in a vacant lot somewhere in the center of the town. For each of the kids who participate, a ticket to the show with some special prize for the kid who suceeeds in capturing the pig and bringing it to the box office, should get you a large turnout. Page Twenty-four Another phase of the contest might request answers to the question ‘‘Are Blondes Hard to Handle?’’ Limit contestants to letters of one hundred and fifty words. Offer guests tickets to the best ten contributions. Phony Sales Talk Comic Contest Sponsor a contest offering guest tickets to writers of the best ‘‘Phony Sales Talk.’’ Tie it with the fact that Cagney plays a high-speed press agent who sells anything from vanishing cream to vacuum cleaners. Sugvest that contestants write about the benefits of horse-cars, dunking-proof doughnuts, tobaccoless pipes, or other ridiculous, nonexistent enterprise. UNDER COVER A teaser novelty playing up the return of Cagney provides you with a pip of a throwaway. (See illustration). When the head is lifted into position the entire figure of Cagney is visible with a good display of title, cast. and your theatre imprints. These novelties should get a wide distribution throughout town as they’ll be a great aid to your campaign. Prices complete with Theatre and playdate imprints: Order direct from ECONOMY NOVELTY CO. 239 W. 39th Street, New York City