Manhattan Parade (Warner Bros.) (1931)

When “Top Speed” played Los Angeles, the management of the Warner Theatre staged the parade that you see in the above illustration. Leading the parade was a mechanical man, which was built by a local carpenter and wired by an electrician. Inside the head was a record that speiled the merits of the attraction. The electricity was supplied by the truck behind the mechanical man. Further down the line was the nurse and patient stunt described and illustrated at the right. Draped automobiles from which handbills were thrown completed the parade. 7 bed bef x x Ss i. ig [Los Angeles Staged This Parade On “Top Speed” Use A Similar Stunt To Sell “Manhattan Parade” “¥ Can’t Stop Laughing. Pve Just Seen Joe E. Brown In Top Speed at Warner Bros. Hollywood Theatre’’ reads the sign. Two pretty girls dressed as nurses carried this sign with their “natient” in the Los Angeles parade stunt on “Top Speed.” Try it on “Manhattan Parade.” Put On a Typical Broadway Opening “Manhattan Parade” offers you a chance to open this picture in a fashion typical of Broadway. If there are any stars in town, invite them by special invitation. Every city official and important personages in town should also be invited. Have are lights in your lobby. Hook up with a radio station and have the guests say a few words over the “mike” as they enter. A movie photographer should take pictures and run them on the screen for the balance of the week. Dress up your lobby in the _ vest possible way. Get plenty of lights and life into this stunt. Assorted Nuts Make arrangements with a local nut store to distribute a few assorted nuts in envelopes prior to the opening or during the showing of “Manhattan Parade.” Use the following copy on the envelope: These assorted nuts will do your stomach good. The assorted nuts in MANHATTAN PARADE now at the STRAND will do your heart good! Stunt is timely and in keeping with the crazy antics of Smith and Dale. >’ Day Mailing Campaign INSERT PHOTO i PEACE Rat For the opening of ‘‘Man Stet the hind hattan Parade’’ at the Win ter Garden Theatre, the 2haGQ. management instituted a three day mailing campaign hed over their entire mailing wh, list. The post cards (le arte. Governmental) contained an Promissory Note Of Laughs I promise to pay bearer the sum of 1852 bona fide laughs any during the showing of Theatre. time between Manager. The above throwaway, printed in the form of a promissory note, can be secured direct from the Exploitation Printing Company, 1 West 3rd Street, in three forms and at the following prices :— As illustrated above, printed one side... $2.00 per M As illustrated above, with copy and theatre iuebrint pit Feverse sae $3.00 per M As illustrated above, printed both sides and inserted in. envelopes $4.75 per M The envelopes referred to in the last item would include a ecatchline reading as follows:— I Promise To Pay To Bearer (See inside) Order them any way you want from Lrera. Aba Cait ee pee oe = EXPLOITATION NOVELTY COMPANY a “Pie Dic.” = inked together by their conae ea AEE Bc: — Bibs 4 tents and treatment. You 1 West 3rd Street New York City ean lift the copy from the illustrations at the left and put on the same campaign in your town. IT WAS ONE . OF THE MOST EFFEC Vat har Pac of. ; * TIVE MERCHANDISING ts ¢ 5.1 STUNTS PULLED IN NEW yrtowr funny “<YORK IN A LONG TIME. Another way of using the same message is to distribute the ecards in the form of throwaways. Each ecard is inserted into an envelope and distributed one each day. The first day’s envelope reads :—‘‘If Your Name Is Smith Read This’’ and contains Smith’s message. The second reads:—‘If Your Name Is Dale Read This’’ and contains Dale’s message. The third envelope reads :— ‘If Your Name Is NOT In no instance should order be sent to your Warner Exchange. ‘ E { Y . NSseRT PHOTO re OALE SPEND but don’t waste! When you put the power and prestige of your theatre behind any co-operative tie-up, you are giving local merchants more than money can buy. All incidental cost of exploiting your stunt should be borne by the other fellow in return for the value of your theatre’s name in conjunction with the idea. : : Your appropriations should be used priSmith or Dale, Read This.” marily in SaaS pare You should buy the The contents of the third kind of space that will “steal”? the amusement : c envelope explains that Smith L ‘ : : gary Saey og : page. Let the other fellow pay for the exploiaa sg ees eae robe Me eae ide eerie tation stunts. He’s getting plenty in return. : F: Ee Wt TEE. gees. and asks the public to come In other words — MERCHANDISE! . Vote be 2 a RS fase) spru f o€ to the theatre and decide + Susth Dats. the issue by popular applause. = = . 2 ; : Page Eleven a Pe