Night Nurse(Warner Bros.) (1931)

= “NOVELTIES, STUNTS, TIE-UPS Lobby Display Attractive Lobby Frame Suggestions Your entire lobby scheme should play up the romance and play down the background of “Night Nurse.” Use colored enlargements of the love scenes, also large heads of Barbara Stanwyck with the catchline, “Her One Thousand And ONE Nights.” Avoid the use of medical instruments or anything associated with hospitals. Play up the cast. Use the catchlines suggested in the press sheet ads. Use the line “Better Than Illicit,’ giving plenty of prominence to Dora Macy who wrote “Night Nurse” and also “ExMistress.” “‘Night Nurse’ Has A Date With You” “She Knows All; She Tells Nothing” “Too Lovely To Be A Good ‘Night Nurse’” “She Knows The Darkest Mysteries Of The Night.” TEASER CAMPAIGN “Night Nurse” is a sensational title that will lend itself readily to a dramatic teaser campaign. Thruout this press sheet you will find one inch boxes carrying statements purporting to come from “Night Nurse,” reading‘ “I’ve seen everything.’—“I’ve been warned to keep quiet, but don’t worry, I'll spill my stuff!”, etc. Use these statements as teaser ads in the newspapers, running a different one each day for ten days previous to your opening. On the opening day run the large two-column ad which starts off: Tonight her flaming story bursts on the screen.” Use the same teaser lines for a campaign of half sheets, one sheets : ays. Follow wp with the following copy: “NIGHT NURSE” Is Just What You Thought She Would Be with Barbara Stanwyck At The Strand Theatre MARQUEE “Night Nurse” banners available in a snappy variety of colors on weather-proof canvas, guaranteed not to run. Size 20 x 30 ere ee ee ‘CO Barbara STANWYCK NIGHT nuRSE BEN LYON f{ CLARKE GABL BLAM LA PDL PLING Mount still Night Nurse 244 on an orange background with a flesh tint running over still. Title and cast is in purple with border at top and bar on which girl is sitting in purple. Ground at bottom is in orange with copy circle in yellow with black lettering ... EN OAN CLARKE GAB Enlarge stills (Night Nurse 265 and Pub. n) on pink ground with heads in natural tones . . . Barbara Stanwyck is in deep blue with title and cast in brown . .. Copy is in deep purple... Follow ad illustration and mount still (Night Nurse 54) with a flesh tint on both faces... Ground of head at right is yellow with panel at left in green. Barbara Stanwyck is in Blue with title and cast in bright orange. Copy is white on black... . Barhara Enlarge still (Night Nurse 265) coloring it with natural tone. Background is in yellow with copy in dark brown. Barbara Stanwyck is in red with title and cast in yellow on black circle. . . Mailing Campaign to Nurses While it is important that you keep away from exploitation that ties up “Night Nurse” with medicine, yet a mailing campaign to the nurses in your town would undoubtedly bring a response from them. The following copy is suggested for a post card campaign or for imprinting on the back of a herald and mailing it to every nurse in town: = “The events that befall Barbara Stanwyck as ‘Nizht Nurse’ will un — doubtedly give you one of your big gest screen thrills. As one of the profession_you will undoubtedly want. to see Bis picture at the Strand Theatre and we are taking this means of calling it to your attention. It was written by Dora Macy, author of “Ex Mistress” and stars Barbara Stanwyck, Ben Lyon, Joan Blondell and Clark Gable. It will play at the Strand Theatre next week. Very truly yours, THE MANAGEMENT.” Newspaper Contest The following is an exceptional idea for a newspaper contest. Don’t glance through it casually, but read it and analyze its value. If you are a showman you will see at a glance that here’s a chance to startle the town with a very fine newspaper contest. “What Is Woman’s Noblest Profession And Why?” © Sell your newspaper the idea of running this contest daily. Answers to this auestior. should not be more than 300 words. In order to tie it up with “Night Nurse” offer prizes of tickets and autographed photographs of Barbara Stanwyck (you can get them by writing to the Publicity Department of Warner Bros. Pictures, Inc.) as consolation prizes. The newspaper should run daily stories about “Night Nurse” with illustrations of Barbara Stanwyck. It is a great circulation building stunt that no smart theatre man will overlook. BANNERS & PENNANTS Felt pennants on Barbara Stanwyck made up in assorted colors. Perfect for the marquee. Size 12 x 30 $1.50 per dozen AVAILABLE ONLY DIRECT FROM MANUFACTURER MORRIS LIBERMAN 690 EIGHTH AVENUE NEW YORK CITY Here’s an excellent novelty that ties in directly with the title and is sure to cause plenty of comment wherever handed out. It is a small card size 24% by 4% inches. carrying a red seal and imprinted as follows: ‘TST Y .HEALTH Follow these Directions: Blow your breath on this red seal and watch for the result. If the spot turns Blue see a doctor— If the spot remains Red see— “Ni GHu-T.N URS B*’ Starring BARBARA STANWYCK at the CAPITOL THEATRE Order this novelty from Economy Novelty Co., 239 West 39th Street, New York City. Prices including imprinting are: 5000—$3.50 per M 500—$3.50 1000— 4.50 1000— 3.25 per M Secret Capsules Another perfect “natural” for the “Night Nurse” campaign! sales message in a capsule! A standard capsule one inch long of transparent composition can be used to carry a piece of paper size 4” x 2”. On this paper the following copy is imprinted: Your Meet me tonight at the Strand Theatre. tell all! NIGHT NURSE I will Or you may use any other copy you wish. Have a flock of pretty girls, dressed in nurses uniforms, go through the city’s busiest districts and hand a capsule to every gentleman who passes. They’re sure to read the message inside, especially if the girl makes it plain she’s giving the capsule to men only! Another good stunt would be to announce in your lobby and newspaper ads that one out of every hundred capsules to be passed out on the designated day will carry passes to see “Night Nurse.” Order capsules from Economy Novelty Co. 239 West 39th Street, New York City. Prices for capsules with inserts imprinted on both sides, but NOT inserted into capsules. 250—$5.00 _1000-—$10.00 500— 7.50 5000— 8.00 per M $3 per thousand extra if you want the sheets inserted into the capsules. There is no réason, however, why this cannét be done by your ushers. What an idea for a teaser throwaway! A genuine telegram, printed on regular telegram blank with a message from Night Nurse, herself! _ Use the telegram as a mail piece, circularizing your entire mailing list. Tt can’t ha ha wh, eS ee ee See. s wo VCar Uae ter! Practically ninéty-m...o.. one hundred people receiving a telegram are sure to read it. Here’s the message: I AM READY TO TELL YOU ALL I KNOW ABOUT DOCTOR RANGER STOP I KNOW THE CONSEQUENCES BUT I WILL NOT LET HIM GET AWAY WITH HIS RACKET ANY LONGER STOP MY STORY WILL EXPOSE THE SENSATIONAL SCANDALS THAT HAVE BEEN HUSHED FOR YEARS STOP MEET ME TONIGHT AT THE STRAND THEATRE REGARDS NIGHT NURSE And don’t forget, this is one of the cheapest novelties you’ve ever been able to secure. Look at the prices! 1000—$3.50 5000—$2.50 per M 2000— 3 per M 1000— 2.00 per M Order from the Economy Novelty Co. 239 West 39th Street, New York City. Use your own copy if you wish. Love Thermometer This novelty may be a bit too expensive to use as a teaser or throwaway, but is excellent if featured as a gift to the first fifty women attending each matinee of “Night Nurse.” It is a special glass thermometer 4 inches in length glued to a small cardboard with readings such as “Passionate,” “Warm-Hearted,” ‘“Cold-Hearted,” etc. The thermometer is so delicately constructed that the slightest touch of the hand will send the liquid jumping up the tube. It’s no end of run and it’s a novelty that will be taken into the home and kept. Feature the love thermometer in your newspaper ads and lobbies as an Imported Novelty Gift for the ladies. Price including your theatre imprint on the back of the card is five cents. Order from Economy Novelty Co., 239 West 39th Street, New York City. Page Eleven