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EXPLOITATION
THERE’S ACTION ON THE HIGHWAYS!
There’s plenty of action, color and romance along the highways. Take advantage of this by running an amateur photography contest. All contestants submit photos of shots taken along the highways. Most unusual and most interesting shots win guest tickets. Contact local news
papers and photographer for their cooperation.
HIGHWAY ADVENTURE CONTEST
Many an exciting adventure has taken place along the highways of every city. Capitalize on this fact by running in cooperation with local newspaper, or on back of program, a contest offering tickets to contestants who send in
best true story on “My Adventure Along The Highways.”
SHOW ’EM THE WAY
Yowve probably thought of these directional arrows and
route signs. Go ahead, we say.
You've got the right picture!
ae oe ee ey ues HIGHWAY Wes,
THEATRE
DEALER TIE-UP STILLS
Spot these tie-up stills in windows of all local merchants. Order “HW Tie-up Stills”—90c for set, 10c individually — from Campaign Plan Editor.
BRENDA MARSHALL Groen Watch. uo BM 633 : Charbert Perfums BM Pub A176 LucienLelong Perfume..OB Pub H Volupte Compact .BM Pub A148 Volupte Compact ........ OB PubG R.C.A. Victrola & Radio
OLYMPE BRADNA
BM PubA
seer HIGHWAY WEST WILLIAM LUNDIGAN :
Evening Clothes ................ WL12 American Thermos Bottle. HW 28
Byer-Rolnick Hat .............. WL16_ R.C.A. Pushbutton Radio HW 35
LOBBY DISPLAY
Build miniature highway in lobby with toy autos on blow-up of local map. Surround with action stills plus copy stressing the thrills and adventure found
along ‘SHighway West.”’
THROWAWAY TO GET ATTENTION
‘This is an easy one to make up. Pick up the traffic light
illustration below.
STOP! Wondering
what to do?
GO! to the Strand The* atre and thrill to the high speed excitement
and high tension thrills in "Highway West."
ACTION IN YOUR LOBBY
Use cutout of Kennedy with gun in hand. Mount and
stand in lobby. Copy beneath cut-out reads: This notorious gangster was captured on Highway West! Invite kids to try their hand at capturing this gangster by letting them shoot at display with suction-cap bullets. Guest tickets are awarded to those kids that hit the bulls-eye.
SAFETY CAMPAIGN
How about a safety campaign tying in with “Highway West?” Contact local chief of police and have him endorse this Safety Campaign. WHEN DRIVING ALONG THE HIGHWAY: Don’t exceed the established speed limit. Don’t try to pass a car on a hill.
If you drive, don’t drink; if you drink, don’t drive.
Always come to a full stop before turning into a main thoroughfare.
Obey all traffic lights, don’t try to sneak across on the yellow light.
Slow up when you come to schools.
See “Highway West” at the Strand Theatre and you'll know why the above rules are so important.
“HIGHWAY WEST” FOR HIGHWAY’S BEST
Station usher on local highway to take down the license numbers of the most careful drivers on the highway. License numbers may be published in local newspaper and displayed in your lobby. The owners are presented with guest tickets to see “Highway West.”
HIGHWAY WEST RACE FOR KIDS
Secure permission to rope off a section of about 100 yards in front of your theatre and contact all kids, who’ve made a soap box auto, to enter a race known as the Highway West Derby. Plenty of newsbreaks and photos should result if handled like the ever popular soap box derbies.