High Pressure (Warner Bros.) (1932)

SELLING IT TO THE PUBLIC! LOBBY FRAME SUGGESTIONS Still—High Pressure 78 Still—Powell 8 Still—Powell 61 Page Two = Ill HGH PRESSURE CAMPAIGN The title “High Pressure”’ gives you a chance to put on a terrific exploitation campaign for this picture. Tie-in every merchant organization in town for a ‘‘High Pressure Week’”’ to be devoted to business-boosting, special sales, etc. Following are the details. 1. Three weeks before you run the picture, get in touch with your local chamber of commerce and leading merchants. They know as well as you do that what this country needs right now is High Pressure Optimism and High Pressure Methods. Persuade them to co-operate on a _.prosperity campaign built around High Pressure slogans. 2. Tie-up with your newspaper to run a special co-operative double truck ad. All merchants taking space should use copy stressing lines such as “It’s Time For High Pressure Optimism,” ‘“‘High Pressure Confidence Will Bring Back Prosperity,’ etc. All stores should select some article to advertise as a ‘High Pressure Bargain.’’ The headline for the two pages should read ‘“‘High Pressure Sales for High Pressure Week.” 3. Post one-sheets around town reading... “High Pressure” Methods Will Bring Back PROSPERITY! See William Powell in “High Pressure’ at the Strand 4. Stores should imprint all their bags and wrapping paper with the slogan “ ‘High Pressure’ Will pression!” They should also feature the fact that they give High Pressure Service to all their customers. 5. Hold a slogan contest backed by the Chamber of Commerce. Contestants must submit a 20 word slogan which uses the words ‘High Pressure’ and which can be used as the optimism and prosperity slogan for the whole town. 6. Have leading business men and economists _interviewed by the newspaper on the subject of “How High Pressure Will End The Depression.” was as_ the End The De SPECIAL LOBBY DISPLAY STUNT The intimate biography printed below enlarged to fill a 40 x 60 frame on an easel was used in the outside lobby of the N. Y. Strand during the run of ‘‘High Pressure.’’ It proved to be a sure-fire ‘‘stopper’’ and had crowds stand ing three or four deep waiting for a chance to get near enough to read it. You can use the same stunt for your lobby on this picture and if possible put the enlargement on display in your inside lobby a week before the run starts. William Powell A Brief Biography Tuis fastidious gentleman was born in the sooty town of Pittsburgh. July 29th ‘is his birthday. During his school years, he fell in love with all the little girls who had blonde curls. When he grew up, he fell in love with each successive leading lady of the stock companies that played his town. None of his forebears had anything to do with the theatre. His family was naturally horrified when he announced his intention of becoming an actor. So he borrowed money from a wealthy aunt in order to enter dramatic school in New York. It took him thirteen years to repay her. Played small roles on the stage. Mostly in unsuccessful plays. At the close of each play, he’d find himself flat broke. It was becoming a habit, until he was approached by a movie director. His first screen assignment villain in ‘‘Sherlock Holmes,’”’ opposite John Barrymore. He brought a new type of villain to the screen. Suave, cultured, and intelligent. Instead of hating him, the public adored him. His best friends are Dick Barthelmess and Ronald Colman. They are known as the Three Musketeers of Hollywood. When Barthelmess and he met for the first time they took an intense dislike to each other. They almost came to blows when they appeared together in ‘“‘The Bright Shawl.”’ By the time the picture was finished, however, they had become fast friends. His favorite actress is Carole Lombard. She is also his wife. He had thought he was going to remain a bachelor for life. That is, until he met her. Now he thinks domesticity is simply wonderful. When asked how he keeps thin, he replied: ‘‘l highly recommend worrying. It is much more effective than dieting. | make it my business to worry about anything.’’ One thing he doesn’t have to worry about is his popularity. He is six feet tall, weighs 160 pounds, and has light blue eyes and dark brown hair. Finds it hard to save money, and doesn’t own a yacht. Barthelmess owns one, however, which is just as good. ‘‘Nonchalant’’ describes him to perfection. For Your Lobby Use enlarged heads of Powell supplemented by those of Evelyn Brent and Evalyn Knapp. The drawing on the cover of this merchandising plan will make an excellent enlargement. Have it colored by your artist and for lobby and also use it for a marquee cut-out if possible. Use the catchlines from the ads on all the frames. Use the 40 x 60 enlargement of Powell’s biography, suggested elsewhere on this page, mounted in a suitable frame. THE VITAPHONE TALKING TRAILER IS THE MOST IMPORTANT PART OF YOUR CAMPAIGN! GET IT FROM YOUR LOCAL EXCHANGE AND START RUNNING IT AT LEAST ONE WEEK IN ADVANCE OF YOUR OPENING!