Hot Heiress (Warner Bros.) (1931)

Exploitation That Aims At The Masses. _ “The Hot Heiress” Was Made For The Masses ! @ By whirlwind campaign in this instance, we refer to a concentrated drive for a box-office record, bringing into play the augmented advertising mediums you would usually employ, doubled and tripled, together with every other exploitation medium that can constructively hook up with these units. “The Hot Heiress” is one of the most captivating pictures you have ever played. That is a fact you must sell to your public in the most convincing way you have ever sold anything. BILL LIKE A CIRCUS The posters and other accessories on “The Hot Heiress” are of strictly big-time calibre, the liberal use of which is bound to accentuate the importance of this wonderful attraction. Beg, borrow or steal every stand location in town. Plaster every available ‘shot’ with the smaller posters. Lithograph every empty window. Bill the limit with window cards. Herald the town as it has never been heralded before. SUPPLEMENTARY BILLING Don’t be satisfied in grabbing off every standard poster location. Send out a ‘bucket brigade’ along the highways, the site of buildings under construction and being dismantled, barns, fences and every available spot where a snipe can be posted. For this campaign get out type one and three sheets with copy similar to following: THE HOT HEIRESS WILL BURN UP YOUR BLUES NOW AT STRAND WHIRLWIND CAMPAIGN executed place-cards bearing copy suggested here, to managers of principal hotels, and headwaiters of your leading restaurants and cabarets. These should be welcomed on account of the gesture of friendliness these cards embody for their guests and patrons. The usual complimentaries for the cooperating parties are in order and arrange that in the case of hotels, these cards are placed in each mail box or under the glass top of desk in rooms and in restaurants at the plate of each patron. Here is your copy: WE DIKE TO PEEL THAT YOU ARE OUR HONORED GUEST, BECAUSE —~YOU ENJOY THE GOOD THINGS TN: LIER. APPRECIATE OUR EFFORTS TO PLEASE AND OUR PERSONAL PLEASURE IN MAKING YOU WELCOME. MIGHT WE SUGGEST FOR YOUR FURTHER ENJOYMENT, THE WITNESSING OF THAT HIGHLY RECOMMENDED COMEDYDRAMA “THE HOT HEIRESS” FEATURING ONA MUNSON AND BEN LYON, NOW AT THE STRAND THEATRE. THE MANAGEMENT. With a slight alteration of copy, these cards are ideal for taxis and bus lines, also as counter cards in leading stores and smart shops. PAPER BAGS An additional angle is furnished here, namely supplying one or more grocers with a few thousand standard sized paper-bags carrying the following imprint: THANK YOU. CALL AGAIN. IN FURTHER APPRECIATION MIGHT WE MAKEA SUGGESTION THAT WILL MAKE YOUR SHOPPING EXPEDITION ~ALL -THE ee HEATED CARDS Make up cards with print in red for use in taxis and with strings attached to hang on auto-doors— “HEATED—THE HOT HEIRESS, STRAND THEATRE.” FOOT PRINTS | Where permission can be had print in red on streets leading to the theatre, print of dainty feminine shoe-soles and _ high-heels—after them some little distance print of large man’s-shoes as if following. Stencil “HE CAN’T CATCH UP WITH THE HOT HEIRESS!” Six different color combinations. Twelve inches wide~ by thirty inches deep. Eyelets in each corner for suspension or stringing together. Moderately priced at $2.00 per dozen Not available at your exchange. A GORGEOUS OF LOVIN' AND LAUGHIN‘ SHES GOT THE COUNTRY ® BOTHERED! B % HOT Boy! What An Exit Banner! COMBINATION | ) HE) STARTS FRI DAY ee ——— Use a colored enlargement of “Ona Munson, No. 8” and one of Ben Lyon retouched as indicated. Title white on dark red band; copy deep blue on light blue; date deep blue on yellow; cast in vermillion and light blue on white; upper decoration yellow with deep blue shadow; lower bars in light blue with deep blue shadow. BALLYHOO LADY Get the use of the spiffiest sports model car to be had. Have it driven all over town by a woman dressed in brilliant red with red hat and mask covering the eyes only» On the car, a banner or placard dis plays the words: “THE HOT HETRESS---PREBERRS1-H 1s MODE. see CARS Make up cards for shop windows or use on telephone poles, fences, etc. with the caption “WATCH FOR ‘THE HOT HEIRESS’ SCORCHING IN HER NEW SPORES: MODEL-~ CAR letters should be in bright red on white cards. Some dealer will be glad to let the car be used ~ the publicity. Mention hir he screen and on cards lik ing: y 235 Front St. provides the sports model used by the Girl in Red in her travels about town heralding “THE HOT HEIRESS” Strand Order direct from manufacturer MORRIS LIBERMAN 690 Eighth Avenue New York City, N. Y. Page Two 1 glow as if on fire. THE LOBBY DECORATION FLAMING MARQUEE Enlarge heads of Ona Munson, Ben Lyon and Walter Pidgeon, to be framed for lobby decoration. Ona Munson who plays the Hot Heiress should be in brilliant red—Ben Lyon in deep blue—Walter Pidgeon in green. The solid color effects are secured by dipping the enlarge Another addition to the effectiveness of the lobby dis ments in dye. play may be secured by concealing electric fans, below bright red ribbons which flare upward looking like flames. This may also be done around the marquee top. SPOTLIGHT IN RED Fix spotlight so that the theatre may appear in red. The red light tay be cast so as to make the lobby ‘Alternating or winking red light may be made to play over cut-out from poster, used on the marquee. Never before have you had a stunt so clever in its conception, so sensational and so easily accomplished. Place a wooden trough, large enough to conceal a row of electric fans (lying on their backs) on the side of your marquee. The trough can be easily fastened to the side with ordinary wire. Your electrics should be utilized if possible, just for the title “The Hot Heiress.” Across the top of this trough stretch a thin wire to which you should attach thin pieces of silk in pennant form about one foot wide and four C feet long. These pennants should ;|be in alternating colors of red and yellow and placed six inches apart. The breeze caused by the hidden fans blows the pennants across the side of your marquee giving the ef (|ferct of flames licking upwards at 7 | the title. The trough should be so placed that the flames conceal the lower part of the letters in title. The effect can be hei HOTSY-TOTSY TRAILER ny The tantalizingly uproarious story of the rising young the swanky Park Avenue heiress—heralded in one of the most lead-em-in trailers in the history of the talkies. Sells tickets like hot cakes. Use it early and often. iron-riveter and — and HOW I laughed! Comedies are my weakness. I like to laugh as much as the rest of the world. But the way I laughed at “The Hot Heiress” just ruined me for the rest of the day. It would have been awfully embarrassing, had not the entire executive personnel of the home office joined me in the most violent ha-ha’s our projection room has ever heard. Read some of the wise-cracks on column 3 page 3 and get a couple of laughs yourself. And try to get that spirit of gayety and fun into your campaign! The Editor.