Key Largo and Treasure of Sierra Madre (Warner Bros.) (1953)

Ss “Key Largo” PATRONS’ FAVORITES Humphrey Bogart and Edward G. Robinson, two of the screen’s most popular “tough guys” have played in a number of favorite films. On a lobby board, set up the list for each star, carry their head stills at top, and ask patrons to check which of these films they’d like to see again. Copy: WHICH OF THEIR PICTURES WOULD YOU LIKE TO SEE AGAIN? Check the Ones You Prefer! HUMPHREY BOGART EDWARD G. ROBINSON The Petrified Forest The African Queen Kid Galahad Battle Circus Silver Dollar Casablanca All My Sons To Have and Have Not Vice Squad Action in the North Atlantic Woman in the Window The Maltese Falcon Manpower They Drive By Night Brother Orchid High Sierra A Slight Case of Murder Little Caesar EXPLOITATION IDEAS QUESTION COPY Using one-column mats of the stars (see pages 10 and 11), print up heralds locally with an ad or merchant imprint on reverse side. Copy reads: THE IMPORTANT QUESTIONS OF “KEY LARGO”! (Bogart head): “The Major—What fight brought exMajor McCloud to KEY LARGO?” (Bacall head): ““Nora—Whose love kept her on KEY LARGO?” (Robinson head): “‘Rocco—What was the Chicago hoodlum doing on KEY LARGO?” FIVE STARS IDENTITY STUNT The branch set of stills—available at National Screen—contains “‘heads” of and scenes with the five stars in ““Key Largo.” Tack them all on a lobby board, blank out a portion of the heads and ask patrons to guess identity. See copy: Do You Know the Stars of "Key Largo’? Fill in the Card Provided on the Table at Right, Add Your Name and Address and Leave With Usher. 25 WINNERS WILL RECEIVE FREE TICKETS TO “KEY LARGO”—BEGINNING FRIDAY, OCTOBER 2lst. IMPORTANT: Take a look at the three-sheet on back cover of this pressbook. The two figures of Bogart and Robinson squared off with a gun between them makes a important-looking standee cutout when mounted on a stand with stills on both sides. RADIO QUIZ QUESTION Offer passes to those who can write or call in to radio dise jockey the definition of the word “Key” in the title of Warner Bros.’ “Key Largo.” A “key” is a low island, especially one of coral, along a coast. It is probably from the French word ‘quay.’ "Treasure of Sierra Madre’ INQUIRING REPORTER Street reporter queries people at random, awarding passes to those who answer correctly the question, ““Where is ‘Key Largo’?”’ (The answer: The southern tip of Florida). And, “Where are the Sierra Madre mountains?’’? (Answer: Mexico). Ss TRAVEL AGENCIES The film is set in Mexico and offers an excellent opportunity to tie up with local travel bureaus, steamship companies and airline offices. Supply them with stills from the picture and tie in copy: Find Romance and Pleasure in Sunny Mexico! Find Thrills and Action in “Treasure of Sierra Madre” at the Strand STREET QUERY WINDOW STUNT Place bag of “‘gold dust” in local store window and ask passersby to guess its weight. Copy reads: GUESS THE WEIGHT OF THE TREASURE OF SIERRA MADRE! Closest guesses will win two guest tickets to the Strand! STREET BALLY Man, dressed as grizzled prospector with pick-axe, shovel and pack, walks through town carrying placard which reads: I‘m on my way to the TREASURE OF SIERRA MADRE at the Strand BOOK DEALERS Roving reporter on busy street asks passersby, “‘What would you do if you found the ‘Treasure of Sierra Madre’?” Most original replies win passes. Local book dealers display copies of the novel by B. Traven in their windows together with scene stills from film and posters carrying credits and playdate. Page Nine