Mary Stevens MD (Warner Bros.) (1933)

EXPLOITATION 1800 Chain Stores Offer Costless Window Displays in Magazine Tie-Ups! é GLENDA FARRELL IS Read this EEN N the current : etin MODERN SCRE on sale inside FOR STORES Then See iC in the Best Role Her ¢ Career FOR THEATRES : | WINDOW DISPLAYS | Arrangements have been made with 1800 chain stores which guarantee you Every store in a window display in the choicest spot in your shopping district. the chain belonging to KRESGE, KRESS, W. T. GRANT, McCRORY, McLELLAN, MURPHY and GRAND-SILVERS has been notified of this tieup and is waiting Here’s how it works: for word from you. Coming Next Frida day | ~ MARY STEVENS M_D. featuring Kay Francis, Glenda Farrell and Lyle" Talbot a and Dont Miss: the Absorbing Article GLENDA FARRELL /S AFRAID OF LOVE in the current issue of The September issue of Modern Screen Magazine on sale August Ist, is fea turing a story on Glenda Farrell. Managers of every store involved in this coun try-sweeping deal have been advised by their supervisors to cooperate with you on any plan which would result in mutual benefit. r suggestions for windows and lobby display show one method of tieup. idea dependent on local situations will be welcomed by the store manager. | NEWSSTAND DISPLAYS | The September issue of Screen Romances Magazine carries a complete fictionization of “Mary Stevens, M.D.” which you have full permission to reprint in your newspaper if you credit the publication with the line: Reprinted with per mission of Screen Romances Magazine. The accompanying poster Any other you, arrange FOR NEWSSTANDS The local distributor of this magazine will, immediately on notification by for an elaborate newsstand display identical with the one pictured above. In the tieup on “Gold Diggers,”? 500 choice newsstands in New York displayed a line of 11x14 cards in two colors at each stand. The cards were supplied by the Strand and distributed by the publication. This tieup was duplicated in innumerable situations throughout the country. Your local distributor will place your cards in hotels as well as corner stands. or distributor on request. supplied immediately on request by: Fifth Avenue, N. Y. C. Copies of either of the magazine articles mentioned will be supplied by store Additional information, if unavailable locally, will be Miss Pearl Honig, Dell Publications, 100 PICTURE A LOGICAL ONE WITH WHICH TO STAGE BABY CONTEST The title and subject of this picture is perfectly adapted to a baby contest. The method of handling which fits your local situation ean easily be decided by you. Possibilities include: 1. Baby Parade If resort town, local dealers and concessionaires will lend every possible assistance. Chamber of Commerce can also be relied upon for 100% backing, with newspapers certain to give it daily promotion. Parade should terminate at your theatre. 2. Baby Show Department Store cooperation with preliminaries held in the store and final winner chosen in your theatre is one way of handling a baby show. Another method would be to have the contestants parade in the aisles of your theatre and up to the stage with winners select ed by audience approval. Ballots or applause can be used to signify those favored. 3. Photograph Contest Prize babies can be selected from photographs with final selections made the closing night of “Mary Stevens, M.D.” on the stage of your theatre. Local photographers will join, offering free photo or special rates for the contest. Daily winners can be chosen and pictures published in the paper. Be sure to get plenty of lobby attention by posting photos of entries in large display frames. Whether handled as a parade or a show, the latter being greatly preferred because it makes the theatre the center of attraction, there is no question that prizes will be offered in abundance by local merchants. Be sure to get your theatre mentioned in all publicity on the baby show or parade by tying in the fact that Kay Francis portrays a woman doctor who specializes in the treatment of babies. WISECRACK CONTEST BASED UPON GLENDA FARRELL’S SMART LINES Run a four-day contest, offering pairs of guest tickets daily to the five persons sending in the cleverest wisecracks. Arrange with paper to publish these daily, heading each column with a wisecrack taken from “Mary Stevens, M.D.” Use the following quotations from “Mary Stevens, M.D.,” for the purpose. FIRST DAY: GLENDA: (Nurse in ‘Mary Stevens, M.D.’) to a roughneck kid patient): “Listen, poison ivy, you bust one more thing round this office and nursie will give you a high temperature just below your Mason and Dixon Line!’ SECOND DAY: GLENDA THE NURSE: (As another maternity case enters the office of ‘Mary Stevens, M.D.) “Lis ten, pal, I’ll bet women just{ have babies so they can tell their friends they bring ’em to the famous Mary Stevens. THIRD DAY: PATIENT TO GLENDA FARRELL (who plays the Nurse in Doe 24-Sheet Cutout As Front Display The 24-sheet (see back page) offers a great opportunity for an effective marquee cutout for front frame. Your poster shop can letter the catechlne WHAT DID THIS WOMAN DOCTOR LEARN ABOUT MEN? over the cutout head of Kay Francis and snipe the title directly beneath the illustration. A baby spot played on the marquee cutout from the other side of the street will get the attention of every passerby. y A with Sf; e In brilliant shades especial ly for suspension in your lobby or under your marquee. Size tor Mary Stevens’ office): I’m going 20 x 30 inches, printed on to have a baby.” GLENDA: Well, I’m glad that that’s one thing that isn’t catching! FOURTH DAY: DON ANDREWS (in ‘Mary Stevens, M.D.’): “I’m sorry, Glenda, honest Iam. But I just got to feeling low . that’s why I drank so much!” GLENDA THE NURSE: “You're on your way to have an excuse to drink a lot more. There’s a blonde outside—and she’s not your wife.” heavy, durable canvas. With eyelets for hanging. Economically priced at 45ce Each Available only from MORRIS LIBERMAN 729 Broadway, New York City NOT AT EXCHANGE MODIFIED FASHION SHOW ON STAGE WITHOUT ANY EXPENSE If your situation has not made a fashion show feasible due to the expense involved for the cooperating merchants, this plan for a modified fashion show will eliminate that difficulty. town to give you their latest crea Get all the milliners in tions. Then sponsor a contest to take place on a specified day in which the women patrons will model the hats on your stage. Audience applause will signify the hat and model considered the best. In re ward the patron should get the hat she models. A card in your lobby crediting the shops involved in the hat show will give them valuable notice in exchange for which they should take newspaper ads mentioning the “Strand Hat Show.” This idea can be adapted to include shoe, dress and fur shops, either in individual shows or a combined Fashion Exhibit with awards to the wearers of the articles selected as the best in the group. Posters and circulars announcing each show, should be used. HIGH POWERED PUNCH LINES FOR LOBBY AND MARQUEE Here are just a few of the sock lines from the dialogue of “Mary Stevens, M.D.” Used with the suggested stills they’ll put an enticing dramatic touch to your lobby display. Oh... a woman doctor . . * huh? No thanks... (Still No. 15) % % Wouldn’t we be fools to risk a lifetime of happiness because we can’t wait four or five weeks? % For years I’ve been saving other people’s baby... a (Still No. 65) % * children—but my own (Still No. 67) * % This is what you might call a wedding present, in a big way. * (Still No. 51) %* * I might just as well be back in the hospital saying “NO” to a flock of internes. * (Still No. 8) bl * A surgeon doesn’t need a steady hand when he’s a politician’s son-in-law. * So you’re-going to have a baby. isn’t catching. * (Still No. 28) % % Well, I'm glad what ails you (Still No. 34) % * You’re going to have an excuse to drink a lot more. There’s a blonde outside and she’s not your wife. (Still No. 17) Page Seventeen