Mary Stevens MD (Warner Bros.) (1933)

ae EXPLOITATION Arouse Interest Special Benefit In order to arouse a greater women’s interest in “Mary Stevens M.D.” effect a tie-up with local organizations whose work leads towards day nurseries, parent association, women’s civic clubs and emergency aid societies. After securing the sponsorship of such organizations arrange for a special morning showing of the picture for women only. Ask your local newspaper city editor to assign a woman reporter to cover the special showing for a human interest story on the women’s audience reaction to the general theme of the picture. To add to the of Women Thru Performance importance of the showing invite a noted woman doctor to give a five or ten minute talk of interest to mothers and all women. The advance publicity and the special news stories that break in the newspapers will give you a lot of favorable advertising for the picture and create worthy word of mouth advertising. If you get the proper cooperation it may be well to work out a benefit performance, donating the proceeds, above the regular price of admission, to a local institution or milk fund for poor children. SPECIAL MATINEE “FOR WOMEN ONLY” SURE TO HELP BUSINESS The feminine angle of “Mary; entic, and can be made a very im: Stevens, M.D.” is a crack means of clicking with the women of your audience. Your underlying theme of “the woman doctor can cure all troubles” is bound to draw on the curiosity of everyone. Arrange a special matinee “For Women Only,” stressing the personal angle as a special attraction. Enlist the services of some woman doctor or nurse with a pleasing personality who can give an intimate talk to the women, and answer any medical or hygienic questions which may be asked. This advice should be auth portant feature of a women’s matinee. To add to the personal atmosphere of the occasion, it will be to your advantage to promote a light refreshment. Ice-cream and cookies, or tea and cakes will be welcomed by the patrons, and for the publicity involved, a restaurant will gladly take on the job of serving the food in exchange for advertising in your program and lobby display card. This stunt, when worked up, will pack the women in on an ordinarily quiet afternoon. MASKED KAY FRANCIS STILL GOOD FOR ADVANCE BUILD-UP Several days before you start your ad campaign on “Mary Stevens, M.D.,” plant the illustration of Kay Francis shown below, in local paper, offering ten pairs of guest tickets to the first ten persons sending in the name of the star, same to be judged from the eyes revealed in the picture. Direct contestants to send their answer to the “Mary Stevens Editor,” in care of your theatre, and ask that they also include the names of three former pictures in which the same star appeared. You might add in your announcement story, that readers can get a clue from the posters announcing the picture. The titles of the last three pictures in which Kay Francis appeared are “The Keyhole,” “One Way Passage,” and “Jewel Robbery.” (Suggested Story) SEE “MARY STEVENS, M. D.” BY GUESSING NAME OF THE STAR Fans: Give the above picture the once over. You know and love the star. Who is she? Write her name and the titles of three of her for mer pictures. Send at once to Mary Stevens Editor care of the Strand Theatre. The first ten correct answers received will entitle the senders to guest tickets to “Mary Stevens, M.D.” Get busy! Cut No. 18 Page Fourteen Cut 30¢ Mat 10c Use Hairpin for Gag Throwaway For a very effective throwaway that ties in with one of the most exciting climaxes in the picture, use ordinary ladies’ hairpins to be gotten up in the following manner. Use a single hairpin inserted in a small card, which should carry copy along these lines: SEE HOW SHE DOES IT! KAY FRANCIS Saves A Life With This in “MARY STEVENS, M.D.” Now at the STRAND THEATRE The above is a very intriguing and attention-getting stunt, which you can put over very cheaply at the small cost of the hairpins, and the printing job, which your local printer can handle at a very low price. Abbreviations of College Degrees The title “Mary Stevens, M.D.” is a great leader for a snappy newspaper contest which can be sprung a week or so before the picture plays your theatre. Print the list given below with an offer above it to give admissions to those who can correctly interpret the college degrees for which the letters stand. The prizes can be awarded either on the basis of promptness in submitting the correct list or on the strength of an essay contest run in conjunction with the publishing of the list of degrees. The essays may be written around the question “Are Women Physicians’ Love Affairs Handicapped by their Sex?” The list of degrees which you can use on this contest are as follows: M.D. (Doctor of Medicine); LL.B. (Bachelor of Laws); E.E. (Electrieal Engineer); B.S. (Bachelor of Science); M.E. (Mechanical Engineer); D.D.S. (Doctor of Dental Surgery); B.A. (Bachelor of Arts); D.D. (Doctor of Divinity); B.Chem. (Bachelor of Chemistry); C.E. (Civil Engineer); Ph.D. (Doctor of Philosophy); B.O.L. (Bachelor of Oriental Literature); M. A. (Master of Arts); B.Litt. (Bachelor of Literature); J.D. (Juris Doetor—Doctor of Laws). Use Boat Bally For Beach Mob If you haven’t already tried it here’s a guaranteed method with which to ballyhoo your show to every person on local beaches. Hire an inexpensive launch to run along the beach front with a banner announcing your playdate. If possible, boat should be equipped with a loud speaker through which you can have some music records played, with intermittent announcements on your show. If it is possible, without running into too much expense, to charter an autogyro for about an hour, a trailing banner will prove a most effective advertising medium. Talbot Bathing Suit in Tie-Up Merchants throughout the country who handle Jantzen Bathing Suits are featuring a photograph of Lyle Talbot posed in one of their creations. Dealers can obtain special accessories for elaborate displays in addition to the photo and frame with which they have already been supplied. Be sure to get your playdate displayed through the Talbot-Jantzen tieup. It’s Talbot’s biggest part since he entered pictures and gives an extra plug for the bathing suit he models. Information and material are available on request from: Sales Promotion Manager JANTZEN KNITTING MILLS Portland, Oregon. INVITE MEMBERS OF MEDICAL PROFESSION TO PREMIERE The character of this picture presents endless opportunities for contacts with the medical profession. You will find it valuable to invite doctors, nurses, and health authori ties to a showing of “Mary Stevens, M.D.” The presence of women in a profession such as medicine has long been a controversial question, and by proper ballyhoo, an interested group of doctors can be attracted to your theatre. To send circular or personal letters to their offices or clinics, explaining the character of the production and giving reasons why they should attend, will facilitate matters immensely. A large turn-out by the community’s medical authorities is sure to give you plenty of newspaper publicity, as well as building strong good-will for your house and its policies. Get them to comment on the picture for publication. Be sure to include any women doctors in your section when invit ing-the profession to your theatre. | SUGGESTED LETTER OF INVITATION Dear Dr. Blank: Because of your _ professional standing in our community, I want to take this opportunity to bring to your attention one of the year’s outstanding motion picture achievements which I believe will be of extreme intetest to you and your fellow-doctors. I refer to “Mary Stevens, M.D.,” in which Kay Francis gives her most convincing portrayal in the role of a woman doctor, whose private life projects itself into her professional work. The questions presented by the picture as well as the picture itself will prove of vital interest to you, Iam sure. I should deem it an honor, therefore, if you would accept the enclosed invitation to the premiere of “Mary Stevens, M.D.” which will take place at the Strand OTE aches tigeetn eae: evening. Very sincerely yours, Manager. SPECIALLY POSED KAY FRANCIS STILLS FOR WINDOW DISPLAYS A large selection of stills have been especially posed by Kay Francis to provide material for a wide coverage of dealer windows. Rarely are merchants offered a star like Kay Francis with which to draw DEALER STILL NO. Dresses (fall fashions)..K.F.186, K.F.191, K.F.198, K.F.200 BiCV Cle == es ee M.S.Pub B. Johnson’s Baby PowBs as task 5, Ee S.80 Beauty Parlor (Kay Francis bob) .......... K.F.11, 140, 116 115, 113, 109 Duesenberg Automo' so meaner 6 Seam 6 M.S.16 SportcOoatss:..i.....006s0c00<s K.F.100, 101 attention to their display. Take advantage of this opportunity to get yourself a salesman at the choicest spot in your shopping district. Order them direct from Warner Bros. Still Department, 221 W. 44th St., New York City. DEALER STILL NO. Beach Outfit ................ K.F.Pub M, Pub N Stockings .......é.is......0..+. K.F.Pub L, Pub K, Pub I, Pub J K.F.Pub L, Pub K, Remington Noiseless .... Pub I, Pub J Negligees ss asics K.F.Pub A, Pub B, Pub C, Pub F ATG dpe ea et eer Bee F184, 177, 121, j ; quale” IS, 97 BIOW EPS ~ «05.06 s8500st:Beess.ces K.F.132 DOWNY i ccccu enna Ae K.F.31, 118 These stills will be mailed immediately on request. Price 10c each. If any particular pose is required, give specifications. GET BEAUTY PARLORS TO PLUG KAY FRANCIS’ NEW HAIR WAVE The distinctive and becoming hair dress worn by Kay Francis in “Mary Stevens, M.D.,” is shown in stills Nos. K.F. 11, 140, 116, 115, 113, 109. This gives a good opportunity for a tieup with beauty shops. The stills may be displayed in their windows, together with action stills for the picture. Special prices may be made for the “Kay Francis Wave,” discount tickets for same being given to women at the theatre, entitling them to the special rates. Certain lucky numbers may entitle the bearers to free waves. Another attention-getter, would be a display in a prominent window, in which the hair-dresser is giving the ‘wave’ to lucky persons. The window would of course, also display stills from the picture and data about the showing. PLANT FIRST AID TENT ON BEACH The title “Mary Stevens, M.D.” lends itself perfectly to all medical and first-aid exploitation stunts. If you are near a bathing beach, a first-aid tent set up in a prominent location on the beach will be a big attraction. Set up your tent with a red and white cross for its identification. A sign over the entrance, marked “Mary Stevens, M.D.” will link it up with your showing, and further pictures and snipes will enhance its value. A capable girl dressed in a proper medical uniform can easily administer first-aid for sun-burn or small wounds, thus giving your display a useful value at practically no expense to you. A boat sailing past the beach with a ‘“Mary Stevens, M.D.” at the Strand Theatre,’ valance banner is another easily-handled stunt which is bound to attract the attention of the large crowds frequenting the beaches. If your situation makes these plans feasible, don’t miss out on them! They’re sure-fire crowd-getters! PLANT POPULAR MAGIC SQUARE You will not make a mistake if you use the Magic Square, as it has been planted with great results by showmen all over the country. It has the double advantage of being inexpensive and a rousing attentiongetter. The Magic Square conceals a sentence having to do with the heroine of the story: “SHE SHOULD HAVE KNOWN THE DANGER OF LOVING TOO WELL.” It is solved by beginning with the circled square, moving one square up or down, right or left, not diagonally, and ending with the square containing the period. Plant it in your local newspaver, offering guest tickets to “Mary Stevens, M.D.” to the twenty-five persons, first to send correct solutions to the Magie Square Editor in eare of your theatre. Be sure your an Cut No. 11 Cut 15c Mat ie nouncements get across the idea that the sentence concealed in the “Magic Square” refers to Kav Francis’ role in the picture.