Mandalay (Warner Bros.) (1934)

THE GREATEST TELESCOPE IN THE WORLD! ~ SEE FROM HERE mandalay, Put a big telescope on a busy corner, with banner on it, as illustrated. Put a still and theatre credits on the far end of the telescope, adjusted so that the lookers-in can see it clearly. Since this is inexpensive to work, keep it going for a few days before, and during the picture’s run. Ue Emily Post’s edict “Don’t Point!” was not designed to inexploitation Pointing the customers to your theater helps, and here’s how! These arrows, over 17” long, are clude campaigns. the goods for tacking on poles and buildings all over town. Copy reads: “You’re on the road to ‘Mandalay’ ” with a Kay Francis credit and room for your theater imprint. be effected for “Mandalay.” the picture. Here are a few tips: shops. bo by jewelers and drug stores. 3. Beauty shop tie-ups. photos. from stars and theatre. 5. Inserts in laundry packages. | TELESCOPE STUNT | Show ’Em the Way to Your Theatre ManDAIA | % StH e Ten Exploitation Tips Every exhibitor has scores of general exploitation tie-ups which may A double-check on your standard tie-up possibilities will give you extra advertising plugs for your showing of 1. Still displays of Kay Francis photo in all ladies wearing apparel Photo displays of all stars in “Mandalay” in picture-frames sold Window displays to carry Kay Francis’ 4, Package inserts used by department stores with special greetings 6. Door-to-door and street distribution of heralds in special envelopes reading: “A Message From Mandalay.” 7. Cover office buildings, store employees’ entrances with heralds. Promote novelty give-aways as favors for the ladies. Get the dance bands to plug the song and your playdate. 10. Spot announcements on local radio station. critic the specially prepared Radio Review printed in this section. Exploitation Ideas ‘MANDALAY’ — THE NEW VOGUE It’s easy to start a “Mandalay” vogue. ‘“Mandalay’’ is a title with which you can cover the town in a costless merchant-tieup campaign. Coupled with the value of Kay Francis’ reputation as one of the best dressed women on the screen, this plan presents numerous practical possibilities to exploit the picture. Here’s how to plant the ““Mandalay Vogue’ with all department stores and ladies’ specialty shops: NEWSPAPERS: Cooperative advertising page. Space taken by local stores featuring “Mandalay” gowns, ‘Mandalay’ hosiery, lingerie, shoes, millinery, coats, perfume toilet articles, and other women’s requisites. ‘SPECIAL FULL PAGE COOPERATIVE AD LAYOUT READY FOR USE ON PAGES 12 AND 13. SPECIAL PUBLICITY: Release a news-story covering the new ‘‘Mandalay” vogue established in your city by all the local shops. WINDOW DISPLAYS: Photos of Kay Francis and scenes from the picture ought to find plenty of space in dealer windows decorated in tropical atmosphere as depicted in the stills. LOBBY DISPLAY: Your cooperation with the merchants can be extended to a special lobby exhibit of the merchandise featured in the new ‘“‘Mandalay”’ vogue. SPECIAL GIVE-AWAYS: Promote samples of perfume, rouge, or face powder as desirable gifts to women as an advance stunt. PUT THE COVER OF THIS BOOK IN A LOBBY FRAME JEWELRY TIE-UPS Kay Francis has one of the largest collections of jewelry in Hollywood. Much of it she uses in “Mandalay.” Jewelry store, department store, and general counter tie-ups may be advantageously arranged with the use of some of the stills listed below. A department store window featuring the jewelry and stills from the picture, or a jewelry window with a special labelled display will attract plenty of female windowshoppers. For use in these tie-ups, STRAND (DATES) Arrows are printed in bright ink on a heavy colored stock. i including imprint: Prices, including p order 250 __.... ooennen $4.00 stills ML 23, 70, 202, 206, 276. eee ee Tae atl 6.00 SS eee ae 9.50 One-half the order is printed pointing right, the other half left. FAN MAG. TIE-UP The April issue of Mod ern Screen Magazine, on sale at newsstands March 1, has a glamorous pose of Kay Francis on the cover. The local distributor of this magazine, upon notification from you, will be glad to arrange a newsstand poster display similar to the ones used so successfully on “Gold Diggers,” “‘Footlight Parade,” and other Warner Bros. films. You'll find another valuable angle in a tie-up with the chain stores of the Kresge, Kress, Grant, MceLellan, McCrory, Murphy, and Grand-Silvers lines which distribute these magazines. Managers of the stores in this agreement have been advised to cooperate to the fullest extent. Covers will also be found useful in window and for a lobby display. For additional information not available locally, address Miss Pearl Honig, Circulation Department, Dell Publications, 149 Madison Avenue, New York City. Order directly from ECONOMY NOVELTY & PRINTING CO. 239 W. 39th St., New York City Give the ether movie SMART LOBBY SET-PIECE This display will stand out anywhere, especially in that “dignified” lobby. The cutout is lifted from the 3-sheet; or have a blow-up made from still KF 232. Hang a dark velour drop or set palms and ferns to back up the cutout. Cross light with light green and amber. TRAVEL BUREAU WINDOW TIE-UP The display illustrated below is the goods for your local travel agency’s window. It gives them an opportunity to use the ship model which has an Kay FRANCIS been on the shelf for so long, and in addition, it sells your presentation of ‘‘Mandalay’’ to the skies. A couple of potted palms can be promoted, your carpenter can slap together a couple of lengths of board, and you’re all set! ‘‘Mandalay”’ is a title which sells itself to the travel lads. Let them help you with this flashy window display. STREET NOTICE Play up the title of “Mandalay” in every conceivable way. The taxis are a good bet always and they should be supplied with tire signs reading, “We’ll Take You Direct To ‘Mandalay’ now playing at the Strand Theatre.” In many cities, arrangements can be made with the local street car system or bus companies to carry a large 24-sheet board on both sides of the conveyance. The only cost would be the erection of a compoboard to accommodate the 24-sheet and perhaps a trifling fee for the hiring of the car or bus. CLES PR BS OIE TEL EEL LEE LALA LEE LEL LD! 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