Off the Record(Warner Bros.) (1939)

TRY THIS ON YOUR PAPER Some cities give the Boy Scouts their day. They let them take over conduct of city government and operation of big business. "Mayor" is appointed for the day, a "chief of Police" and so on down the line. Why not apply the same idea to your theatre, only put the "operation" of your theatre and the "selling" of this show in the hands of the local newspaper staff. This should give them a chance to show what they perhaps have wanted to do for a long time; to run a theatre and sell a motion picture. Of course you still handle actual operation and guide the campaign. But you have the motion picture critic suggest advertising slant, the paper promotion man suggests exploitation, city editor and reporters write the publicity, Sob sister writes the woman's angle. Success of whole idea depends on your selling it to the newspaper. Once you sell it, it is obvious how much publicity you can get out of it, even if the paper kids the idea. NEWSHAWKS AT WORK One showman we know had the entire newsroom staff of the local daily set up shop on theatre mezzanine and go through their paces in full view of audience. Stunt plugs the speed and accuracy of paper's newsgathering facilities. "COMEDY OF ERRORS" Contest styled after a weekly feature of the "New Yorker" magazine asks fans to find funniest "Off The Record" lines (caused by typographical errors) on pages of local paper. Readers clip page with line or lines marked clearly. The most humorous is published daily and person first to send it in receives guest passes. Tear sheets with funny errors can be the basis of an interesting lobby display set up with scenes and selling copy. [10] BUT ALL THIS DIRTYFACED PAT O'BRIEN ‘ey i ANGEL WANTS JAN BLONDELL “tne ei OFF THE RECORD BOBBY JORDAN The 40" x 60" supplies the art for this clever advance lobby display. Add a flock of scene stills. OFF THE RECORD PHOTOS AS NEWS FEATURE ‘Off The Record’ Photo Contest in local newspaper using best unposed pictures. Shots of people at work or women shopping, photos of events with comic twist. On basis of news value the newspaper should find them interesting to run daily under caption: "Off The Record."' Photos used may be rewarded with prizes and are exhibited in your lobby. Variation of above idea:— Readers scan the paper and select the photo they think is the best 'Off The Record’ shot of the week. Prizes to person submitting photo clipped from paper with best fifty word letter telling why they chose that particular photo. THE EYES HAVE "IT!" Joan Blondell's eyes may be used as the basis for a newspaper contest to find the loveliest and the local girl having the most expressive eyes. Photos of entries are posted in lobby and numbered. People vote on ballot by number. "OFF THE RECORD" ADVICE Contest conducted in cooperation with local newspaper offers pair of guest tickets for best set of rules on "How To Get Along With Your Husband (or Wife)."’ PHOTO GAG FOR LUCKY PATRONS Mystery camera set up in lobby takes "Off The Record" shots of patrons as they pass the ticket taker on entering theatre. Pictures are posted out front during run and those identifying themselves are guests of the house. PIX OF SHOPPERS IN STORE ADS Advertising manager of local newspaper or of department store should be interested in this promotion. Photographer goes to various large department stores and takes pictures of crowds. Photos are then used by the store in an ad with copy along these lines: "An ‘Off The Record’ photo of happy shoppers in Stacy's Department Store. Real money saving values is the reason."