Murder in the Clouds(Warner Bros.) (1934)

pe ai gi eS y On The Draw .. Have One! Pa In this column are reprinted exploitation ideas of institutional or ‘policy’ nature currently in use in the field. They are provided as an additional merchandising aid for use on this and future productions. To those exhibitors who keep us informed of their activities, our thanks. Continued correspondence will be appreciated. PATTERSON PLANTS Roy PatterCOOP AD CONTEST son, who keeps things humming around the Gordon Theatre in Middletown, Ohio, found that if he added a contest, it made selling a full page coop ad much easier. Roy misspelled one word in each merchant’s ad, awarding passes to those finding the misspelled words. Advertisers felt that the contest angle would get more people reading the copy, and it did, reports Roy, according to the many replies he received. Think of that angle when planning your next coop ad. —Use The Warner Trailer— STUNT WITH TWO Variet y’s LOUD-VOICED LADS §£ pes Sarent writes = about a cute variation of an old stunt, which sounds well worth repeating. Instead of the man telling his supposedly deaf friend about the swell picture:at thes). ss Theatre, an exhibitor tricked the stunt up a bit by employing two small boys with unusually loud voices. Apparently Jimmie spies Johnny on the opposite side of the main thoroughfare and asks him where he’s going that night. Johnny Leather-Lungs replies that he’s going to see... and continues with a brief account of the show. Then lads take a trip around the block, and start same spiel again, for new passers-by. Stunt doesn’t look like a plant, and the exhibitor who used it, swears by it. —-Vitaphone Shorts Are Always Good— NEWSBOYS PLUG With winter BROWNING’S PICS winds coming on, George Browning, p. a. for Warner’s Stanley in Baltimore, revived the newspaper weight trick. He dug up plenty of wooden blocks, painted’em to resemble building bricks, and distributed ’em to downtown newsboys. Boys use the blocks to hold their papers down. Each block has a small upright board attached to it, and George attaches a sticker weekly, plugging his attraction. Inexpensive, and a swell ad. —‘‘Sweet Adeline” Is Comin’— PHOTO ENLARGEMENT “*‘Wh ys USED FOR BALLYHOO an exhib asks us, “don’t you mention the stunt I’ve -been using with loads of success?” O. K., brother, here goes! The aforementioned gentleman sends a boy around town carrying enlargements of the stars of his current picture. Lad parks at corners, rides in street cars etc. Everybody takes a peek at what he’s carrying, and while so doing, can’t help but see the theatre and playdates, prominently displayed on the enlargement. MANEUVERS in the Air The Rialto Theatre in N.Y., recently pulled an airplane stunt on a war picture that drew plenty of attention from papers and spectators. They talked the army into sending a fleet of planes over the city in formation, zooming low over rooftops, and giving the town a swell free show. Newspapers played it up as the first flight maneuvers held over the city in years — and of course, in honor of the picture at the Rialto. Why not in your town? If army doesn’t like it, private airline might be interested, in return for the ensuing publicity. KIDDIE Aviation Corps Can you contact local Aviation Cadet Corps of America for a parade to your theatre, with kids carrying their model planes? Promoted. prizes can be given to owners of best models. / If you’ve room in the lobby, the planes ean be displayed with names and addresses of winners of prizes. An empty store, nearby, can also be utilized for exhibition. In case there’s no local chapter, theatre man can contact the organization’s national headquarters and ask them to campaign locally for new chapter and membership. Newspaper’s aviation column can be tied in with campaign. All the publicity won’t do your show any harm. ATRPORT Posting If there’s a carnival or airport near you, tie in with ’em and use a flock of signs and posters to plug your show. If they’re holding any special competitions, offer ducats t the winners. AIRPLAN E Miniatures Your toy stores have animated planes, which hang from a string and go around in circles‘when wound up. Your electrician will show you how they ean be wired to hang in your lobby and from the marquee. THRILL Contest Since the picture is being billed as the ‘‘Thriller of Thrillers,’’ why not a contest in your program for best letters on ‘““My Greatest Thrill’? Or if yo’ editor feels a little kindly, he might use it. SEARCHLIGHT Marquee Ever try this one? Borrow a large searchlight from loeal airport or U.S. Army post. Place it on your marquee or roof and swing it around the horizon, it’ll keep ’em guessing. If they trace it, they’re at your house —that’s what you want, isn’t it? BALLOONS and Kites Look ’em over and you'll find some of the following gags usable. KITE OVER THEATRE A large lettered kite can be suspended from the roof of your theatre. If you can’t find one large enough at your stationer’s, your kid’ll tell you how to build one. BALLOON OVER THEATRE A toy balloon, large enough to be lettered and seen from the street, can be used on your roof. Any lighter-than-air gas can be used to inflate the balloon. DUCATS FOR BALLOONS An announcement in your regular ad that a batch of toy gas balloons are going to be released from the roof of your theatre, each one exchangeable for a pair of ducats, will keep ’em on the watch for the balloons and make ’em conscious of your show. BANNER OVER HOUSE Attach a few gas balloons to a large-lettered banner and hold them suspended over your theatre. Try to send them up as high as possible and yet keeping banner readable. CLUB Contacting Almost every school in town has an aviation club. They might be contacted with letters, invitations or even a short talk about the plane scenes at their next meeting. There’s a chance of their holding a theatre party, if you talk it up. SPORTIN Gi Goods Displays Sporting goods dealers are pushing the sales of riding habits and windbreakers, this time of the year. Tie-up with them to build a window display of boots, breeches, and windbreakers around Still Nos.: No. M. C. 67 (Talbot & Dvorak), No. M. G. 58 (Dvorak), No. M. ©. 216. Order from Merchandising Plan Editor, 321 W. 44th St. Price 10e each. SS Lee ITs Lala en aera ee BROADCAST stant Try a radio plug like this: ‘‘Flash! rom press reports we have advice that a T.A.L. air-liner has just exploded over the Sierras. Police and Federal men are investigating, but you can discover the anSwer yourselves, by seeing MURDER IN THE CLOUDS. playing at the Strand!’’ Page Eleven