Hearts Divided (Warner Bros.) (1936)

A smile will go a long, long way... especially to help put over a promotion idea. Marion Davies and Dick Powell have the most pleasant smiles in Hollywood — which all gives you the chance to sponsor a ‘Smile Week’ in town. You can get everyone smiling — and at the same time work in plugs for your stars and film — if you follow all or any of the suggestions below. (By the way, be sure to instruct your staff to keep a bright smile turned on — at least for this week. ) Your Promotion Outlined FOR A BIG ‘SMILE WEEK’ IN TOWN If you re looking fora big promotion stunt—read on, mister. Idea is to have a “Smile Week” in town. Now don’t take our word for it that it’s a big stunt. Before you do anything, contact all the local editors and see how they feel about it. You Il need their cooperation to put it over. Stunt ties in with regular paper editorials on prosperity having returned—and the depression being a thing of the past. Paper, via editorials and publicity stories asks the townspeople to help make the place a happier community—explaining how a smile will do more to make it so than anything else they can attempt. Paper can list 10 things for everyone to do for at least a week—including in them: greet everyone with a smile; offer a handshake and a smile to someone you ve had an argument with; the first thing to do in the morning upon arising is smile, and determine to keep it on your face all day. There’s no denying that if the papers all get together and ask the people to smile for one week—most of them will probably do so... You get your plug by having paper tell the folks to “Smile with Marion Davies and Dick Powell” and planting plenty of stills of ‘em in the dailies. Various stunts can be worked in conjunction with the week. Paper can announce that a reporter will walk around town and hand 20 passes a day to the people he sees with the cheeriest smiles. Paper's photographer could also snap crowd shots around town—at baseball games and at crowded street corners. Pictures are published daily in the papers, with five of the smiling heads circled. Caption tells those circled to apply at theatre box-office for a free pass. Another angle could be to have photographer from theatre snap smiling faces around town and then hand out heralds telling the folks to walk around to theatre lobby and see if their photo is on display. You display ten photos daily and hand passes if those displayed come around to see themselves. SMILING BABY PHOTO CONTEST Offer Ducats For Best When a baby smiles — well, there aren't many things more heartwarming. Which leads the way for a contest for the best baby smiles. Contest ties in with fact that Powell and Davies have beautiful smiles ~ and then the speculation as to whether or not the babies smiles will be as lovely when they grow up. Daily Mirror in New York went for a big contest connected with photos of babies. If your paper goes for it, then you re in swell shape. If not, you can do plenty via lobby and stage. ducats. Mat is No. 212—20c. LET FOLKS IDENTIFY SMILES If you need a newspaper, program or lobby contest, see how this strikes you: Get a flock of smiling celeb photos, then cut ‘em up so that only the smile remains. Folks lamp “em and are asked to identify the people from the smiles . . . If you think contest is too tough this way, you can give ‘em hints to make it a little easier. SNAP CELEBS’ SMILING PHOTOS To aid ‘Smile Week,’ you might get paper to send their photographer along with you to snap folks like Mayor, Judge, etc., sporting a great big smile. These are published along with their statements on ‘Smile Week.’ Page Ten LET ’EM SING SMILE SONGS There are a number of songs about smiles. Those that come to mind are: “Smile the While,” “There Are Smiles That Make You Happy,” Smilin’ Thru,” “Let a Smile Be Your Umbrella,” and many others. Why not ask your radio friends among crooners and bandleaders to play a medley of the songs, dedicating ‘em to the pair with the loveliest smiles in Hollywood, Dick and Marion. Your organist could do the same thing, if you ve got an organist and if you can make up slides of the songs. MARION DAVIES SMILE CONTEST Marion Davies has been called the girl with the most beautiful smile . . . which is your cue to step out and find the gal in town with the most beautiful smile — or the smile most like Marion Davies’. Or stunt could be adapted to Dick Powell smile contest. PATRONS SMILE IN LOBBY An inexpensive lobby display would be to have a large mirror on display with blowups of smiling stills of Davies and Powell alongside. Copy invites patrons to step up and see how their smile compares with Dick’s and Marion's. SMILING SWEETHEARTS PICTURES If you show still and story below to editor, think he’II want to use em for contest? Idea is for folks to hand in snapshots of smiling sweethearts, in hopes of winning (Publicity Story) Lovers’ Sweet Smiles May Win Real Prizes If you and your sweetheart can tell it with smiles, you’re right in line to win two tickets LO GOs ee or oer Pheatre; One se ee to see Marion Davies and Dick Powell show what a real ‘‘loving smile’’ should be. ‘*Hearts Divided,’’ the new Cosmopolitan picture starring Miss Davies, is a story of love and its symbols, not the least of which are the smiling lips and eyes of the chief players. NOW ING. a. onc (newspaper) will reward the local couple with the sweetest smiles by presenting them two tickets to the theatre to see this production. Simply send in a photograph showing a man and a woman smiling at each other. It may be you and your own spouse or sweetheart. It may be a photograph of two of your friends whose smiles have appealed to you. Write the names and addresses of the people shown in the photograph as well as your own. Should you submit the winning photograph, you too, will be rewarded with two tickets if you are not one of the people shown in the picture. All photos must be sent to the ‘‘Hearts Divided*” Contest. editor ‘ofthe ......,...3..........< (newspaper) before «0.0... (date).