Life Begins (Warner Bros.) (1932)

3 BIG LORETTA YOUNG TIE-UPS Lux Toilet Soap Loretta Young is featured by Lux in their movie star advertising campaign that is blanketing the country. If you will get in touch with the nearest representative of Lever Bros., manufacturers of Lux Toilet Soap, he will contact their distributors and arrange for newspaper advertising and window displays. In return, you supply the dealer with stills, display cards and passes for contests. Store ean advertise that they will give a pass to each purchaser of a dozen bars of Lux Toilet Soap. They can also fill their window with bars of the soap and offer passes to the most accurate guess as to how many there are. Scenes from the picture can be worked into the stunt. You ean count on Lever Bros. for the utmost co-operation. Here is a list of their representatives: Kansas City, Mo.— 210 West 8th Street, Att. Mr. W. R. Kroh New York City— 370 Seventh Avenue, Att. Mr. H. A. Lydlam Philadelphia, Pa.— 2206 Chestnut Street, Att. Mr. F. B. Pigeon Pittsburgh, Pa.— 708 Peoples Bank Bldg., Att. Mr. J. V. Moriarty San Francisco, Cal.— 215 Market Street, Att. Mr. Woodwill Atlanta, Ga.— 313 Bona Allen Bldg., Att. Mr. H. A. Chamberlain Cambridge, Mass.— 164 Broadway Att. Mr. J. W. Silley Chicago, Ill.— 222 North Bank Drive Att. Mr. E. W. Sargent Denver, Colo.— 1708 Sixteenth Street Att. Mr. C. P. Fowler Detroit, Mich.— 622 Book Bldg., Att. Mr. H. A. Matehman Se-Ling Hosiery Ten thousand distributors of Se-Ling Hosiery have been advised to co-operate on theatre tie-ups in every possible way. See your dealer and work up an elaborate window display with a cutout of Loretta Young for the center. Surround it with plenty of stills. The dealer has special Loretta Young accessories made especially for your tie-up. Se-Ling Hosiery can be used as prizes for your contests. Have heralds distributed by the dealer—you’ll find him behind you in any idea of mutual benefit. For further information on this tie-up writ WALTER T. FRED HOSIERY ! ‘LLS Nashville, Tennessee Jantzen Bathing Suits The co-operative arrangement between Warner Bros. and the Jantzen Knitting Mills is one of the most comprehensive theatredealer plans ever offered exhibitors. Jantzen dealers throughout the country have received a complete campaign book outlining every ex-ploitation possibility. Here’s what the tie-up gives you: Newspaper: Free mats for co-operative advertising as illustrated below. Order by number. Billboard: Free 24 sheets with theatre and dealer imprint. Arrange with dealer for splitting of stand costs. Window Display: Dealer has special co-operative window trims. Use cut-outs and mounted stills of Loretta Young. Street Ballyhoo: Use open automobile or float with attractive bathing girls and theatre banners. Dealer will co-operate. Contest: Stage bathing beauty contest with winner chosen by audience applause, ballots, newspaper coupons (with photos in paper) or committee. If you will notify Jantzen of your playdate, they’ll get in touch with your dealer immediately. See the dealer now and get together on a smashing co-operative campaign. All accessories are available direct from Jantzen. Write to: R. M. McCreight JANTZEN KNITTING MILLS Portland, Oregon Classified Ad Stunt The following is a brand new idea for getting extra notice via the Classified Ad section of your paper. Colortone Effect Throughout the section add one letter of the title ‘‘Life Begins’’ to words in the ads. For example, to the word ‘‘girl’’ add an ‘‘e’’; to ‘fradio’’ an ‘‘f,’? ete. When put together they will spell the title. Offer a few passes each day during your INUIT “‘Reaction Cards’’ distributed at the Los Angeles preview of ‘‘Life Begins,’’ Warner Bros. sensational screen drama of maternity, which is now playing at the ................ Theatre, indicated a favorable reaction from the audience present at the screening. Audience members sending in the ‘reaction cards’? ranged in occupation from a vice-president of a Virginia woman’s college to a ten year old schoolgirl. Other classes represented in the audience at the preview were actresses, house-wives, oil men, lawyers, musicians, advertising writers, manufacturers, voice specialists, nurses, salesmen, secretaries, unemployed, projectionists, laborers and executives, The ‘‘reaction cards’’ did not ask ‘‘leading questions’? but merely asked ‘‘What Do You Think About ‘Life Begins’??? The tabulation of the cards revealed that the audience was a fair cross-section of groups and occupations, that the men filled out more cards than the women; that the public is making a definite plea for reality in pictures; that the audience was composed of several visitors to California; that each player has his his or her own ‘‘rooting’’ section; that the reactions and analyses indi “Reaction Cards” CM mimin«lnm mimi iii ii i i i i | “Reaction Cards” at “Life Begins’ Preview, Reveal Interesting Facts About Public Tastes cate a several year advance beyond the under-estimated ‘‘thirteen year?’ mind of the American public, that members of the audience saw in the picture things that were particularly dear to each of them; that technical details are noticed by an increasing number of movie-goers; that a great number of the previewers own typewriters and use them; that only 7 audience members employed the adjectives ‘‘Terrific,’’? ‘‘Sensational;’’ that husbands and wives occasionally had the same things to say about the picture; that the public is definitely aware of the producers’ part in the picture; that ‘‘ Life Begins’’ was different from anything the audience had ever seen, not even mothers in the group having been previously aware of the everyday things happening under their eyes in a maternity ward; that the adjective most favored by the public is ‘‘Excellent;’’ and that the public will volunteer to advertise via word-of-mouth a picture which it likes. The cast of ‘‘Life Begins’’ includes Loretta Young, Eric Linden, Glenda Farrell, Aline MacMahon, Frank McHugh, Vivienne Osborne, Walter Walker, Preston Foster and Ruthelma Stevens. Sa TT SOA TT = This Is The Type Story To Use For Publicity Purposes = After Analysis Of The “Reaction Cards” Received Follow = ing Your Special Preview Of “Life Begins.” Sil lis sm These can be printed on regular government post cards with the following copy: What Do You Think About “Life Begins? Please write your comments below and hand this card to the usher, or drop it in the mail. No postage is required. It is understood that the Strand Theatre can use your comment for publication. BANNER with LORETTA YOUNG ERIC LINDEN ALINE MacMAHON Make your screen presentation artistic and colorful with this atmospherie effect. 4x5—Colored positive only............ $2.00 Set (positive and negative).......... 3.00 314%4x4—Colored positive only...... 1.50 Set (positive and negative)........ 2.25 Order by No. N-325 NATIONAL STUDIOS, Inc. 226 West 56th St., New York Be sure to specify size and send remittance with order to avoid parcel post and C.0.D. charges. Send for catalogue of Colortone Effects, showing to the neatest presentation of the solution. Contestants should paste down the entire section with extra letters marked. Birthdays Offer passes to people whose birthdays fall during the run of ‘‘Life Begins.’’ Key announcement copy to effect that the Strand offers these passes to people whose ‘‘life began’’ on one of those days. Excellent for marquee and lobby hanging. Size 20 by 30” and printed on strong, durable canvas. Comes with eyelets. Brilliant colors. PRICE 45c EACH Do Not Order Banners or Drapes from Exchange! Available Only from MORRIS LIBERMAN 729 Broadway New York, N. Y. Send Cash with Order or C.O.D. Page Five