Madame Dubarry (Warner Bros.) (1934)

CHARITY OPENING Sure you can make a charity showing of ‘Du Barry Didn’t they do it in New York? Mrs. Hearst used the Waldorf-Astoria and made a terrific evening out of it. Prices were way up, but since it was for charity, there was no trouble in disposing of the seats. You can use the same stunt any evening during the run, or even wangle it for the opening. Sponsored by charity, tickets can go as high as $5 each. The workers for the charity are workers for you, since THEY do the selling. Anything over the regular admission price goes to the charity, so you can lose nothing. And you 91 eain—good will, giant publicity build-up and all that goes with it. TWO DIGNIFIED BALLYS STATE COACH: Can your town boast of an old-time ornate state carriage? Certainly it has a couple of white horses, and a pretty girl —then you’re all set with another swell ballyhoo. If you haven’t a state carriage, perhaps your carpenter can camouflage an old buggy with a couple of boards and some paint. Cards on back and sides tell the story of playdates, ete. DU BARRY GIRLS: Even simpler stunt involves planting a number of gals in Louis XV period costumes, white wigs and all, on street corners. Pick the busiest spots and have the lassies handing heralds to the passersby. Perhaps you can promote some packets of sachet or novelties for distribution. Don’t worry about the costume angle on this one. Striking appearance of girls, as well as strong copy on your heralds will counteract any possible reaction. PHOTOS OF FILM’S FURNITURE Antique furniture stills, illustrated below, should make easy planting on home or women’s page of paper. If department store carries furniture of this type, arrange for a display of stills with furniture exhibit. Stills are (left, top to bottom): Du Barry Pub. Al4, A8, A7. Right, top to bottom: Du Barry Pub. A9, A17, A18. They are available from Merchandising Plan Editor, price 10¢ each. How Tie-up Ads Are Made... (Above) Order Still Del Rio 76 Price 10c BOOK TRADE 1—Promote book stores to make window displays for all books about Du Barry. Also other famous French novels. Include stills and copy on picture in the displays. 2—Make up book marks for public and circulating libraries. Have them feature their leading French novels and include them on book marks. 3—Get a mention of the picture on all library bulletin boards. DU BARRY LOBBY DOLL You can hit ’em in a vulnerable spot by aiming at their hobbies. At the same time you can start a new fad. You’d be surprised how many women and girls spend a lot of time in dressing dolls and making attractive costumes for them. That points to an exhibition of dolls made or dressed by local handy women. For the men (or for women, too), you can display Du Barry figures carved from soap. Lots of interesting novelties devised via this medium, and it’s not too difficult. Spot the display in your lobby or on your mezzanine. Plug it before you open. Mention it on the screen and in the ads during the run. You’ll get news breaks and theyll come to see what it’s all about. N. Y. Strand promotion garnered the two large Kay Francis ads reproduced below. We suggest the accompanying Del Rio stills for your local shoe and hair-dressing tie-up ads. Write to Editor, Merchandising Plan, 321 W. 44th Str Ne YG: (Above) Order Still Del Rio 109 Price 10c DU BARRY POEMS LOBBY DISPLAY — Spring is here and a young man’s fancy turns to poetry. Let them do it in the form of a contest for this picture. Have them write an ‘‘Ode to Du Barry’’. Three best poems receive awards and are reprinted in co-operating paper. Exhibit in your lobby or mezzanine of costumes, furniture, ete., of Louis XV period. Local costumer supplies the costumes; antique dealers furnish period furniture. Local museum may even cooperate by loaning French antiques. NEW TYPE DIALOGUE LINES Following are a selection of lines in French, absolutely harmless, which will add a risque touch to some of your lobby stills. While they're completely innocuous when translated, French captions to those who don’t understand the language give promise of something daring. Photos and captions might also be grouped in a 40 x 60 frame. REGINALD OWEN: “Ah, mon trésor—vous preferez votre café sans sucre, n’est-ce pas?” Ah, my treasure, you prefer coffee without sugar, don’t you? (Still DB 20) DOLORES DEL RIO: “Tenez, Louis—pour dejuner j'ai mangé deux croissants avec beurre!” Listen Louis, I had two buttered buns for dinner! (Still DB 88) MAYNARD HOLMES: “Mon Dieu, Papa—tu as oublié votre chapeau!” My God, papa, you’ve forgotten your hat! (Still DB 138) DOLORES DEL RIO: “Je veux un frane pour un timbrepost... C’est pour une lettre a mon grandpére!” I'd like a penny for a stamp... It’s for a letter to my grandfather! (Still DB 50) DOLORES DEL RIO: “Comme un bon garcon, Louis, ouvrez la porte pour le chat!” Like a good boy, Louis, open the door for the cat! (Still DB 23) REGINALD OWEN: “Pour votre diner la bonne a preparé pommes friters!” The maid has prepared apple fritters for your dinner! (Still DB 25) OSGOOD PERKINS: “Connaisez-vous Vhistoire du _ petit chévre et le grand loup?”’ Do you know the story of the little pig and the big wolf? (Still DB 129) REGINALD OWEN: “Avez-vous une cigarette dans votre poche?” Have you a cigarette in your pocket? (Still DB 84) MAYNARD HOLMES: “Mais qui craint le grand mechant loup alors.’ Who’s afraid of the big, bad wolf. (Still DB 99) DOLORES DEL RIO: “Au Montparnasse il y a des glaces a rouge et blanc.’ There are strawberry and vanilla ices at Montparnasse. (Still DB 43) VICTOR JORY: “Excusez-mois, mon chere—mon nez a besoin de poudre!” Excuse me, my dear—my nose needs powdering. (Still DB 80) Page Twenty-nine