Heat Lightning (Warner Bros.) (1934)

‘Hot Spots’ Contest | Kx ploitation Ideas It’s all outlined in the publicity story below. Plant it with the local paper as a contest to run for any number of days, or as a special one day feature. Should be particularly acceptable because it does not take much space. Here ’tis: “Big Bad Wolf, Go Away!”’ ‘‘Help.! H-e-e-e-l-p!! H-E-E-E-H-L-P!!!” Tut-tut! Keep your seats, gals— it’s only a contest to see who’s been in the seariest spot with nobody nearby to come immediately to the rescue. Perhaps you were swimming and felt a cramp coming on. Perhaps you were trapped in a fire with the roof about to cave in. Or maybe you were just headed for a nice little head-on collision in an auto. If so, you’re in the run for fun— and maybe a nice little prize. Here’s the low-down. The Journal and the management of the Strand Theatre, where “Heat Lightning” will open next Monday, are collab orating in a contest to find out what five girls have had the most frightening experience. Jot the facts down and mail them to the Contest Editor of the Journal. Tell how you felt—but don’t try to be too “lit’ry”—that is, unless you want to. If you’re one of the five (list conditions here). Then if you think your predicament was frightening, go to the Strand Theatre and see “Heat Lightning” and acquaint yourself with the fix Aline MacMahon and Ann Dvorak were in when a couple of muggs tried to hold up their gas station out in the middle of a desert. Opening date? Next Monday. TEASER CAMPAIGN Copy intensive teaser campaign. Start with small cards 11 x 14 inches. At replace by larger sizes up to one sheet which tiesin the theatre name and playdates, Use them to tack and snipe about town. Also suited for underliners shows the set-up for ah intervals newspaper or small space scatter-teasers. NOW AT THE STRAND Lobby Star-Gazing With the line-up of well-known screen luminaries in “Heat Lightning,” showmen may be interested in the stunt used by Arty Block in the Park Theatre, Philly. It can be easily adapted for “Heat Lightning” with slight variation. Cover the largest wall area in your lobby: with a display of stars’ photo blown-up. In the center punch out the following copy: “Are you Picture Wise? Can You Identify These Stars in ‘Heat Lightning’ Coming Next Week To The Park?” Photos are numbered. Cards with corresponding numbers are provided for the stars’ names submitted by patrons. At a set time the ecards are examined and the awards are made for the correct identifications. POSTERS!... for Billing and Cutouts Set up this show with a strong advance posting cam paign. Every item from the 24-sheet to the midget window card has the punch that commands attention. Get them out on the highways, snipe the town and paste up empty store windows. AND don’t overlook the cutout possibilities. Each size gives a different idea for lobby and front displays. (See Illustrations On Back Cover ) INVITE IMPORTANT WOMEN TO PREVIEW Hold a special showing for prominent women in your town. After the show ask them to state their comments on cards provided for that purpose. Raves should be posted in the lobby and on your front the same way you handle eritie’s reviews. Head them off with the line: “What Canton’s Leading Women Say About ‘Heat Lightning’.” CLASSIFIED TEASE Plant this ad in the classified section of your newspaper. Set in usual type to run in the ‘‘Female Help Wanted’’ column. YOUNG WOMAN—to work in gas station in middle of desert. Must not be afraid of “Heat Lightning”. Apply Aline MacMahon, Ann Dvorak and Preston Foster, Strand Theatre, beginning Monday. ae ee ed DEALER TIE-UPS Picture offers a chance to tie-up gas filling stations and garages. Get together with local dealers, arrange to supply large price cards to be displayed on or near pumps. Cards to carry direct plug for the picture and play-dates. Make use of the stills showing Aline MaeMahon working around autos and at filling station. Get stills numbers HL8, 21, 26, 45. These are good for newspaper ads and store display cards. REET EES EES EEA TE TENT LES DONE: SOT TE EATEN THRIFTY NOVELTY A novelty that’s a sure attention getter. When folded on the dotted line the title “Heat Lightning” appears. Your playdates and the east imprinted on the inside. Priced to be distributed in large quantities as package inserts, throwaways, mailing inserts, ete. STRAND WILL SHOW ae fae ONE WEEK | __BEGINNING FRIDAY __ Fold on this line and hold to the light HCHHLLIC HES with Aline MacMahon Ann Dvorak, Preston Foster, Lyle Talbot, Glenda Farrell Prices including theatre imprint: i I) 0) 0 a ee a $2.00 SOOO: ses ss 1.75 per M C008 yn) as 1.50 per M 10,0002 elaine 1.25 per M 25.000 a. ose 1.00 per M Not available at exchanges Order direct from ECONOMY NOVELTY Co. 239 West 39th St. New York City Newspapers are always interest stories. Here’s one that ought to appeal to your editor and create additional interest in the picture. Another angle is that it may be used as a contest idea: “To Find The Local Woman Who Has The Oddest Job.” In that case, be sure to alter the publicity story. Match This Odd Job Two Easy Angles For This... on the lookout for human Talented Aline MacMahon appears here as two women: first, the grimy, hardworking auto mechanic of her latest film, “‘Heat ”” and second, her charming self. The NEWS photographer is looking for pictures of you doing those odd jobs that the world thinks Lightning, as oun you help him? Mat No. 6—20c. News Cameramen Out To Bag Women At Odd Jobs Watch out, gals! Our staff photographer is out to ‘shoot’? you in your working clothes! He never misses in odd little jobs — jobs that eall for clothes you like to get out of when it’s time to knock off. Beginning tomorrow the Journal will run daily photos of women at odd jobs — Maybe you'll be among those caught by the camera’s eye. He’s also going to let you slip into your comin’-to-town-glad-rags and take a picture of you that way, too — just as the photographer did out in Hollywood with Aline MaceMahon. And what a world of difference! How very grim and _ business-like Aline looks in her overalls! But you ean’t blame her much in this case because in “Heat Lightning,” which opens at the Strand next Monday, she’s the chief mechanic at a desert highway filling station. The inset, however, shows how charming she looks when she’s ‘off-duty.’ Watch out for “Heat Lightning” too. Aline MacMahon and Ann Dvorak have the two leads. C’mon over for the opening at the Strand next Monday night. “Heat Lightning” the Broadway stage play by Leon Abrams and George Abbott, is a dramatic story of life in the raw in the _ superheated desert where nerves are jangled and emotions flare in white hot flames. Aline MacMahon, one of the most talented actresses of stage or screen, has the stellar role, supported by a strong cast which includes Ann Dvorak, Preston Foster, Lyle Talbot, Glenda Farrell, Frank McHugh, Ruth Donnelly and Theodore Newton. Mervyn LeRoy directed the picture from the screen play by Brown Holmes and Warren Duff. LOBBY STUNT TO STOP ’EM Particularly effective is this lobby display box used as an advance agent. It’s the standard shadow box arrangement built to any desired size. The front has a number of cutout slots covered with various colored gelatine. Inside blinker lights flash on and off alternating illuminating action scenes, title and star billing. The punch line can also be cutout as a transparency lighted by a color wheel to effect the glow of heat lightning. Display can be moved out front for a shop attention-getter. LOOK IN... GET THE INSIDE STORY/ Page Fifteen women can’t do. Wil _i_.,