Hearts Divided (Warner Bros.) (1936)

EXPLOITATION ART ooo ee DIVID ee % ih KAO JUNE BRIDE, GRADUATION & FRENCH ANGLE STUNTS for this show. concerning this tie-up, write: 521 FIFTH AVENUE 5 WAYS TO TELL THE FOLKS ABOUT FILM’S FRENCH ANGLE There’s plenty in this picture that'll appeal to those interested in French history and customs, since many of the characters are French and much of the action takes place in France. Below you’ll find a number of stunts based on this angle: INVITE PROMINENT FRENCHMEN lf your town boasts a French consul or French notables, invite them to opening. Good chance for publicity on society page. LETTER TO CLUBS French clubs or conversation groups will be interested in hearing that your film is coming to town. So advise ‘em via special letter. CONTACT THE SCHOOLS If schools are still open when you show film, a note to French and History teachers may result in added youngster attendance. SONG IS IN FRENCH The song “My Kingdom For a Kiss’ is being published with the French as well as English lyrics. In planning music plugs, you oughta make sure that those who'll be interested hear about the French version. HISTORY CONTEST History teacher oughta be able to help you get up questionnaire based on French history o Napoleon's time. And, if you plant it in paper or program, you re all set with a little contest. COSTUMES FOR PERIOD PARTY Think you can get folks to come to theatre dressed in costumes of the Napoleonic era! Prizes are awarded to wearers of most striking and original costumes. If stunt can be arranged, tip off the newspaper photogs to come down and snap the prominents. PLUG AFTER POWELL AIR SHOW Dick Powell Hollywood Hotel program airs Friday night at 9 P.M. Eastern Daylight Saving Time. Ever tried spot announcement at conclusion of broadcast? USE THE BIG LEKTROLITE TIE-UP Seen the swell breaks Dick Powell’s getting from the Lektrolite Company in their full page magazine advertising? And they’ve sent displays and counter cards for dealer use all over the country — which means that mil lions of readers and shoppers have seen plugs The Platinum Products Company, which manufacture Lektrolite, Glolite and Vestalite lighters, inform us that they’ve got a number of 8 x 10 stills of Dick Powell (see illustration at right) for use in your tie-ups with local dealers. They’re FREE in limited quantities, so you’d better contact local dealer at once to find out what can be done. For stills, and for further information NEW YORK CITY SCHOOL GRADUATIONS OFFER CHANCES TO PLUG PICTURE If you’re playing film ’round graduation time, you'll want a few stunts on the commencement angle — and here they are: THEATRE PARTY FOR SENIORS Graduating classes generally have a few social functions just before graduation, which suggests that they hold theatre party at your house. Possibly you can tie up with hotel, making it a theatre party and dance, with students selling tickets to their classmates for both events. DUCATS TO HIGHEST Of course, you honor best students by offering them free admish to your show. Or you might give tickets to youngsters who come out best in aoe popularity polls that studes usually conuct. CLOCK PICKS WINNER Here’s a stunt you can work with jewelry shop or in lobby: Clock is set up in window or on table with face covered by paper. On paper are names of sraduating students. Clock is allowed to run down, with jewelry store offering prize to boy or gal at whose name hand points. You tie in by offering Oakley's to five or ten closest to winner. SCHOOL ADVERTISING Remember that school paper carrying graduation news will be read y many parents and friends of students. Might be sood idea to take an ad. In addition to direct picture plug its a good way of building up good will. EMPLOYMENT BUREAU It wouldn't cost much, and it oughta create a lot of comment if you started an employment bureau in your theatre for the graduates. They are invited to register, telling what kind of work they'd like and how much pay they Il want. Then you contact some of the town's larger employers, telling “em that you re offering this free service. HERALDS AND POSTERS Posters tacked up near school on Commencement Day will tell parents as well as children about your show. And so will the heralds that your men hand out as folks leave the exercises. HERE COMES THE JUNE BRIDE— AND HERE’S WHAT TO TELL HER If your playdate comes in June, remember that the June bride will want a little attention. And to make sure you don’t forget, we’ve figured out a coupla stunts that shouldn’t be too hard on the budget. DUCATS TO FIRSTS First stunt oughta be to invite first ten couples married in June to visit theatre gratis. When they apply for ducats, you also hand ’em a note congratulating them and suggesting that they make your theatre a frequent stopping place. LETTER TO BRIDES Another angle, similar to first, would be to get City Clerk to supply you with list of couples married during June. As you get the names, you send ‘em letters of congratulations, which also tells ‘em what a great idea it would be for them to hop around to your theatre at least once a week. If you feel very generous, you can slip a coupla Oakleys in each letter as a wedding present. TIE-UPS WITH STORES Stores will be featuring clothes and home furnishings for the June bride, so try getting "em to tie up with you. And here’s the catchline that may do the trick: “You'll never find Hearts Divided when love nest is furnished by Fern’s Furniture Co. Be sure to see Marion Davies in ‘Hearts Divided,’ now at the Strand Theatre. STAGE WEDDING No need going into details on this one. But just in case... you Il find a detailed explanation in the “Brides Are Like That’ press book or by writing to the Campaign Plan Editor. DISPLAY FOR STORES lf you can get hold of a trousseau of Betsy Patterson s time, try planting it in window along with the modern June bride's outfit. CLEVEREST TOASTS WIN DUCATS If newspaper wants to run 1-day contest for clever toasts, still below is just the thing. It's still No. HD 103~10c from Campaign Plan Editor, 321 West 44th Street, New York City. Caption under still can be used as is, or else can be enlarged and run as your publicity story. Prizes For Best Toasts Marion Davies and Dick Powell, appearing in the Cosmopolitan Picture “Hearts Divided,” now playing at i oS antec Theatre, need a clever toast. If you can think up one, send it to the Contest Editor of this paper. The ten cleverest toasts will be published in Saturday’s paper, and the winners will each receive two tickets to see “Hearts Divided.” Page Seven