Love Honor and Behave (Warner Bros.) (1938)

Comic Titles Variety reports some of the humorous titles sent in by retailers all over the country ordering copies of “Bei Mir Bist Du Schoen.” Here are a few: “Buy a Beer, Mr. Shaine,” “My Mere Bits of Shame,” ‘““Mr. Barney McShane,”’ “Have You Met Miss Du Shaine.”’ These were recalled on the Bing Crosby Radio Program when Wayne Morris appeared as guest star. These misnomers brought a lot of laughs. Idea lends itself to a novel contest in which patrons are asked to submit euphonious misinterpretations of the song title. Award prizes to those sending in the longest and most humorous list. Come Ye Sirens Priscilla Lane is the “vivacious vamp”’ of “Varsity Show.” Conduct a “Love, Honor and Behave Vamping Contest”’ in your theatre —open to girls only and should consist of the arts of winking, etc. Tie in with local newspaper, naming editor as one of the judges, SWING INTO ACTION WITH THE No. 1 HIT SONG Inquiring Reporter No need to tell you that ‘Bei Mir Bist Du Schén" has taken the nation by storm—you've discovered that for yourself. Take every available means to sell your show with this song. Go to your local music dealers immediately and arrange for window and counter displays of sheet music and recordings and tie in your billing and playdates. Supply them with plenty of stills, cut outs and display cards. Blow up title page and surround with stills from picture; arrange a musical set-piece in your lobby. Tie up with all the recordings. Broadcast song through P. A. hook-up in your lobby. On the extreme left is an exploitation item, "Comic Titles," which you might be able to put to work. For further information contact your local Harms Representative or SAM SERWER, HARMS, Inc. 1250 Sixth Avenue, New York City Limerich Contest The question: ‘‘What are the best methods to make your wife (or husband) “Love, Honor and Behave.” People interviewed receive complimentary tickets to your show. Also good questien thus gaining his cooperation for valuable publicity. Classified Ads Wayne Morris—I love you more than anything in the world—but you want me to “‘Love, Honor and Behave.” Priscilla Lane tells all —at the Strand on Friday. Priscilla—Pm not going to let anybody or anything bust us up, so you better promise to ‘Love, Honor and Behave.”’ Wayne Morris. P.S. You’ll find out more about our love battles at the Strand next Friday. Advice to Lovebirds Watch society columns of local paper week before your showing for engagement and wedding announcements. Send this message to young couples: ‘Congratulations and good luck. Do you think you'll be able to ‘Love, Honor and Behave?’ See how Wayne Morris and Priscilla Lane ‘battle’ it out in their latest picture at the Strand Theatre on Friday.”’ Have a Heart Notes with heart imprints can be distributed to stenogs in office buildings, in restaurants, inserted in stationery packages, ete. Copy: “If you want to learn how to ‘Love, Honor and Behave,’ be sure to meet me at the Strand on Friday ... (signed) Wayne Morris.” for lobby broadcasts. “For Direct Mail and “Radio Announcement Dear Friends Not since Jimmy Cagney pushed a grapefruit into Mae Clarke's face has there been so much fun in a movie as in "Love, Honor and Behave." When cave=-man Wayne Morris tries to tame the vivacious vamp of "Varsity Show''— Priscilla Lane, theres a ribbreaking, roll-in-the-aisle fun fest for all. And when Priscilla looks into Wayne's big black eyes (and we mean real shiners) and sings "Bei Mir Bist Du Schoen," it's a ease of love at first fight. Wayne Morris plays the part of a Yale man in the picture, a champion tennis player who always wins a love game, especially when he's playing it with girls. If you have a girl "problem," if she always says "no" when you want her to say "ves,' be sure to take her to see "Love, Honor and Behave." That'll put her inline! It comes to the Strand Theatre on Friday. <9 Sincerely yours, (Signed) The Manager Still a favorite with many newspapers, this one can run for five days or less. Award free tickets for best last lines to the follow ing: There was a young fellow named Wayne, Who fell for a girl named Lane, He was always quite sane Till she sang “Bei Mir Bist Du Schoen” She promised to “Love, Honor and Behave,”’ But now she treats him like a slave, So he gave her a boot, In a place that’s quite cute, A very fast rising young star is The husky and handsome Wayne Morris, Instead of Vanilla He took Priscilla There was a young lassie name Lane, Wayne Morris she chose for her swain, When she refused to behave, He socked her, the knave! No longer can Wayne Morris trill a Gay song to the lovely Priscilla, *Cause she scornfully hissed His loving “Bei Mir Bist’’ Bella Bella Display Display stills of Priscilla Lane in lobby with selling line: ‘She’s beautiful.” Follow with this copy in various languages: “In France they say: Pour moi tu es belle; in Spain: Para mi tu eres la mas linda; in Italy: Per mi tu sei bella. And Wayne Morris says: ‘Bei mir bist du schoen.’ ”’ Page Seventeen