Hearts Divided (Warner Bros.) (1936)

PICK POPULAR ‘KING CUPID’ Your first big task is to get a popular young man in town to sponsor the whole thing. There must be one who'll be a ‘natural’. . . a popular radio singer or orchestra leader. He'll work along because the publicity won t do him any harm. You can call him ‘Sweetheart King’ or King Cupid’ or some such name. Via his radio programs, newspaper stories and interviews, he tells the folks to “go romantic’ for the week. He helps get all radio, stage and nite club people to cooperate on the romantic angle in song. Also addresses clubs, gets Mayor's cooperation, helps swing along on opening night. . . all in all, he does your show ots of good. BALLYING WITH BENCHES You ought to be able to borrow a couple of park benches for this one. Spot them around town, as illustrated, with a sign painted on reading, “Reserved For Sweethearts.” Underneath, in smaller type, you add, “Donated by the country s most popular screen sweethearts, Marion Davies and Dick Powell, stars o ‘Hearts Divided,’ now at the .....c.ccccccccccecceseee PARTY FOR THE SWEETHEARTS Why not a party for the sweethearts? Could have it in lobby after show — with dancing, promoted refreshments and the like. Of course they see film before they can get to the party. RENAMING LOCAL LOVERS’ LANE Is there a Jane or street in town where sweethearts stroll? There must be one — so here's your chance to rename it and call it ““Sweethearts’ Lane.” Might get city officials to cooperate with you and actually rename it... or you could just put a few signs up and then send stories about the new name to the papers, adding the why and wherefore. MANY TIE-UP POSSIBILITIES Jewelry shops could tie in with ads and window displays plugging their engagement and marriage rings. Dress shops might encourage gals to wear nice clothes and look romantic. Beauty shops ask gals to try a lovely coiffure, using the same romantic angle. Page Six Marion Davies and Dick Powell are one of the most popular sereen teams in the industry. With this in mind, we’ve designed a set of stunts to make the town ‘sweetheart conscious.’ Ideas are on a “Sweethearts Week” angle, which can be tied up with team and title. CONTEST TO COIN NEW WORDS Might be able to have a newspaper or lobby contest, asking readers for a new expression for sweetheart. Winchell for example uses the word pash as substitute. FREE ‘SWEETHEART’ MAGAZINES It’s worth a call to distributor of any of the ‘Sweetheart’ magazines — to see if he'll let you have any of the back-number issues for distribution in your lobby. Sticker is attached, plugging mag and also your Screen Sweethearts. Stunt has been worked successfully in the past — why not now? TACK UP ‘NO PARKING’ SIGNS A couple of pieces of cardboard is all your artist needs to paint signs headed ‘NO PARKING’ with tie-in copy reading: “Except for sweethearts ~— and those who've seen the country’s favorite Screen Sweethearts, Marion Davies and Dick Powell, stars of “Hearts Divided.” Signs should be tacked on all streets and parking places where couples usually park. ROMANTIC THEATRE PARTIES Campaign should help you sell theatre parties, by devoting each night that film plays to various types of sweethearts. One night could be for engaged couples, another for school sweethearts, another for young married folks, and another for those married over 20 years. Via heralds and personal contacts, you see that all interested will hear about it. Might be worthwhile to play it up in your ads. CROONER PLAYS ACCORDION If you can find a fellow with a romantic voice and an accordion (a couple of bucks will find him) , have him walk around town serenading the couples. After every song, he very politely tells listeners to keep in the spirit of romance and see the Screen Sweethearts, etc. ICE CREAM PARLOR TIE-UP Ice Cream Parlors should be contacted to concoct a ‘Sweetheart Sundae’ or soda, in honor of the Film Sweethearts. If they go for it, window streamers and stills get your plug over. SWEETHEARTS LOUNGE IN LOBBY Might help the sweethearts out, if you reserved a portion of your lobby to a ‘Sweethearts’ Lounge, ” decorated with easy chairs and pictures... where couples could meet when going to the movies. They'll like it better than waiting on street corners for their one and only ... and now that we think of it, idea could be used as an institutional stunt. LETTERS ON LOVE PROBLEMS Newspaper might conduct a daily column, in conjunction with ‘Lovelorn’ column — awarding passes for best letters on a variety of topics on the ‘Sweetheart’ angle. Might be for ‘How my sweetheart proposed.’ BANNERED BUS FOR ROMANCERS A bannered bus could drive around the streets, danner reading, “SWEETHEARTS — FREE BUS TRE io the. ee Theatre to see the world’s most famous Screen Sweethearts, Marion. Davies and Dick Powell in ‘Hearts Divided,’ etc.” Bus makes a few trips back and forth to theatre each night. SWEETHEARTS’ SWIMMING RACE The folks should be swimming about this time down at the beaches and swimming pools. See managers and ask ’em if they II have a special ‘Sweethearts’ Race’ in honor of “Sweethearts’ Week” and your Screen Sweethearts. Race is to be handled like relay, girl swimming one way and boy the other. Winning teams get passes. You get additional plugs via newspaper reports of the race, announcements through A. system, and stills and heralds plastered all around the place. LOVERS ENTER VIA HEART It's simple enough to construct a great big heart in lobby, as shown here, calling it ‘Sweethearts’ Entrance.” Sign says that all sweethearts should walk through the heart when entering theatre. You might embellish idea with lucky number gag heralding winners as town’s luckiest sweethearts. Of course you Il give em a prize or two.