Mandalay (Warner Bros.) (1934)

Exploitation Ideas A WOMAN'S CONTEST THAT IS! Kay Francis is known everywhere as the *‘best dressed woman on the screen.”” Her daring gowns and stunning creations have been the envy of almost every woman. To capitalize on it, the following plan is suggested: Orry-Kelly, who fashions the dresses Miss Francis wears, drew the original sketch reproduced below. The finished gown, as worn by the star in “Mandalay,”’ is shown alongside of the drawing. With this mat available, your contest is an open and shut affair. Offer prizes for the best sketch of a gown designed especially for Francis by a resident of your town. Tying in with the best department store will net you some attractive prizes to aid in drawing the women. In return, the store will have the right to reproduce the gown, and the benefit of an ace display of the contest sketches. In addition announce that winning designs will be sent to Warner Bros. (Address: Editor Merchandising Plan, 321 West 44th St., N.Y.C.,) who will forward them to the studios in California. If found suitable there, they will be adapted by Orry-Kelly, the Warner Bros. fashion expert, for use in future Kay Francis pictures. In addition to the out-and-out value obtained by using this contest in newspapers and windows, a tremendous field for cooperative advertising is opened before you. By proper use of tie-in publicity, you should attract much attention to your presentation of “Mandalay.” Kay Francis is a woman’s star — give your women a contest they’ll like! Design A Gown For Kay Francis (Left) Orry-Kelly’s stunning gold-and-white taffeta creation designed for Kay Francis in “Mandalay.” The daring sleeve decolletage and shirring at the square neckline are outstanding innovations. (Above) The finished gown as worn by Kay Francis in “Mandalay.” Can you sketch a new gown suitable for Kay Francis? Many attractive prizes are being offered for the best creations. All you have to do is to draw your design. Above is Orry-Kelly’s sketch of a gown Miss Francis wears in “Mandalay,” her new hit coming Wednesday to the Strand. Mat No. 7—10c. Page Ten Fashion Feature For Women’s Page Kay Francis Sets New “Mandalay” Style These gorgeous new Orry-Kelly creations are displayed for the first time by Kay Francis in her new film, “Mandalay,” coming to the Strand Wednesday. On the left is a distinguished looking gold and white taffeta gown, with daring sleeve decolletage and shirring at the neckline. Center: An afternoon gown of pale pink eyelet embroidery in tunic lines over a petalled skirt of pink organza. Right: Shimmering silver sequins are complemented by a boa of accordion-pleated tulle. Mat No. 35—15c. a Kay Francis Lists Her Rules For Smart Dress The publicity story below comes direct from Warner Bros.’ studios in Hollywood, and contains valuable informa tion of special interest to women. You’ll find it excellent material for your newspaper’s woman’s page. Or it can be used as the basis for a one day contest in which readers are asked to give their ten rules for smartness in dress. Offer prizes for the best answers submitted. (Publicity Story) Kay Francis’ Ten Rules For Smartness in Dress Hollywood, Calif. — Kay Francis, star of “Mandalay,” new First National picture, is known as one of the best-dressed women on _ the sereen. She has her own technique Tie and here it is: 1. Study your figure carefully, and wear only the lines that set it off to the best advantage. 2. Insist on good materials; to buy cheap ones is false economy. 8. 3. Be sure that everything you wear fits perfectly. An extra fitting will pay high dividends in smartness. 4, Never buy anything unless you are positive that it “fits your carefully assembled, in not more than two colors, one of which should match the dress or coat. Select fashionable colors, of the moment only if they are becoming to you. For instance, if eel gray makes you feel and look depressed, don’t wear it, even if you do see quantities of it in every shop window. If you are above medium height, never wear low heels to make you look shorter. They are in good taste only with sports clothes and costumes designed for walking. With dressy or formal clothes, flat type.” I have few rules about heels only serve to call attenwhat I wear and what I will tion to your height, thus denot wear, but as soon ag I put feating your purpose in wearon a dress, I know instinctively ing them. whether it is “my dress” or| 9. Watch your carriage. Gowns not. immediately take on added 5. Again, when buying, be practical. Don’t let fads, or the gorgeousness of some model, make you forget what purpose you started. out to buy it for. 6. Pay special attention to accessories — they make or break a costume. They may match or contrast, but they should be straight and proudly. 10. Never attempt the exotic. may attract attention—but, if you wish to be called truly smart, it isn’t the kind of attention you want. distinction if you stand up|On heavy, durable stock in carry yourself! huff, peach, or green, these pi.| 28 x 42s will fit a stock one zarre, fantastic, extreme effects | sheet LOBBY BLOWUPS $1.25 each. Order directly from: NASIB STUDIOS 160 West 46th St., New York City frame.