Hearts Divided (Warner Bros.) (1936)

Sone A gag that might attract attention calls for a magician to pull hearts out of a deck of playing cards. He can be an amateur who knows how to manipulate the pasteboards. Just give him a small spot in lobby or mez and watch him work his sleight of hand. He spiels on film between tricks. ‘HEARTS’ TOURNEY IN LOBBY Game of ‘hearts’ is becoming a rage, even displacing bridge in some localities. You might set aside lobby or mezzanine as suitable place to hold a ‘hearts’ tournament run on same order as bridge tournaments. Merchants tie-in with suitable prizes for winners and newspaper might cooperate with entrance blanks, daily scores and general publicity on the affair. ‘Hearts’ game could be plugged generally in other ways — with publicity stories to the papers comparing game with bridge — and by ollering passes as prizes to any bridge club that plays ‘hearts’ instead. TEASE ‘EM WITH RADIO PLUG Spot annoucements something like police calls, a few times daily during the run of the film. ANNOUNCER: (in deep voice) “Calling all sweethearts. Calling all sweethearts. To the is Theatre to see the new film sweethearts, Marion Davies and Dick Powell in ‘Hearts Divided.’ Calling all sweethearts. Calling all sweethearts.” FLORIST CREATES ROSE HEART If local florist would like to show his ingenuity for artistic creations, he might make up a giant heart entirely of roses. In center of piece he spots name ‘Marion Davies’ in contrasting flowers. He places entire display in his window or in your lobby with stills and copy on film. Card attached plugs florist. GAG CONTEST FOR PAPER Think editor or columnist will go for a gag contest? Here’s one that should have readers scratching their noodles trying to think up funny lines describing broken-down romances. Idea runs like this: YOU CAN TELL HE'S (SHE’S) SUFFERING FROM “HEARTS DIVIDED” WHEN ~ He calls her down instead of calling her up; She doesn’t laugh at your jokes; She no longer threatens to go back to mother. Writers of cleverest lines are rewarded with ducats to show. If paper nixes stunt, it won't be too tough to adapt it to lobby. Page Sixteen Stunts on this page emphasize ‘heart? angle. We’ve tried to take it easy on your budget at same time getting as much play as possible out of ballys, teasers and lobby gags. MATCHED HEARTS SEE SHOW Here's a stunt that we first saw worked neatly by the alert press agent for the stage hit, “Boy Meets Girl.” Dress a looker in heartbedecked costume and give her two small baskets full of these hearts. Each heart carries a number, besides the film's title. Your heartgal skips ‘round town handing “em to boys and girls. Of course, the lads and lassies each receive a different set of numbers. Copy on back tells ‘em to wear the heart on their lapel. If they can find the person of the opposite sex with number that corresponds to theirs ~ then couple will receive free admish. Hearts, as illustrated, are 1%” x 2” and made of red cardboard. Has safety pin on back for fastening to lapel or dress. Prices, including imprint, are: $7 for 1M; 5M—$6.50 per M. Hearts are doubly numbered. Order directly from: ECONOMY NOVELTY CO. 225 WEST 39th STREET NEW YORK CITY FOLLOW THE DICTATES OF YOUR HEART and aze CHEARTS DIVIDED, Let ‘em sneak a look at two of the biggest hearts they’II see ina long time. Have your artist build two giant red hearts and get a coupla kids to carry em around town, passing out heralds on the show as they stroll. Copy on hearts advises: Follow The Dictates of Your Heart and See “Hearts Divided” at the Strand Theatre. RAG HELPS FIND BIG HEARTS Newspaper editor might cooperate in finding people with the biggest hearts in town. A New York daily worked similar stunt as promotion idea and it went over big. Gag is for reporter and photog to walk streets hunting for polite people. When they spot an act of kindness like helping old woman cross the street, big hearted person is photographed, ducated and complimented. ADVISOR OPENS GALS HEARTS You might add a little spice to your lobby set-up by building a little booth and getting woman psychologist to hold forth there. Idea is that femmes come to her with their ‘heart’ problems and she gives the necessary advice. Variation on this angle would be a fortuneteller to tell gals what's going to happen to ‘em in their ‘heart’ affairs. CHOICE OF 3 TIE-IN NOVELTIES — ARON DAVIES er @ HEARTS DIVIDED = \ rawiLl-RAlS: ya : e \ e | HEART PUZZLE | SEE IF CAN HEARTS WITHOUT TEARING THEATRE, parlors. Puzzle is quite tricky and has good chance of being taken home. It’s 4” x 4%” and made of strong cardboard. Orders delivered completely assembled with your set of instructions for solving. Prices, including theatre imprint, are: $7.50 for 500; $12.50 per M; 5M~—$11.50 per M. RUGGLES HORTON ARTHUR WALL JONSON THEATRE| IMPRINT| For restaurants and ice cream Prices, with imprint: $3.50 per M; 5M $3 per M; 10M $2.75 per M. DOOR-KNOB HANGER Printed on heavy colored stock, 8” deep. Prices, including imprint: $6 per M; 5M $5.50 per M; 10M $5 per M. Order all novelties directly from: ECONOMY NOVELTY CO. 225 West 39th Street, New York City