Oil for the Lamps of China (Warner Bros.) (1935)

Gal Rides Rickshaw Cutie drawn through the streets in a rickshaw by a man made up as a coolie is another way to tell the folks on the avenue about your date. Banners on side tell the story. Hon. Vellee Easy Bally HIN A STRAN Honorable Chinee walkee on streetee with oil cans bearing title and date strung on pole. Drawing proves it’s a flash — and vellee muchee simple. ELE AERA DRE EELS LEGENDS ATG OAEN EES YEN EE i SENOS Teaser Snipes in Chinese Among the not-too-expensive ad stunts we remember is that used for ‘The Hatchet Man’ by so many houses. Tenline slugs carrying a few Chinese letters were planted on the pages ahead of the regular ad. Street snipes followed idea with date under Chinese inscriptions. Tea, Rice-Cakes at Matinee Grocer or Chinese restaurant might be promoted for tea and rice cakes as lobby giveaways. Pretty waitress in Chinese kimono serves the customers at advance matinees. Credit card will repay the small cost to co-operator. ‘Modern Screen’ Tie-up July issue of Modern Screen Magazine on sale June Ist, carries a fictionization of this show. If you’re interested, talk to the distributor about posting newsstand cards reading: Read the Story, See the Picture! Prepared Chinese Fan Will make a very welcome _throwaway for those hot summer days. Can be distributed in theatre or by shop keepers, On heavy cardboard stock 8” by 8”. Prices: 1M — $6; 1OM—$5.50 per M. Price includes theatre imprint. Oil Reminder for Autoists Gas station atf= tendant sticks ’em |}} your tast oi) |. Change it change was at || again at Bi} 8 © Oe eee z a “@eeeseeeos on car dash boards _ when 3 making change |f Ties (atte of oil. Sticker EC : | “OIL FOR THE. tells ’em when to make next oil change and_ has | picture plug with room for theatre imprint. Stickers are 2” by 2” on colored stock. Price is $2 per M. Order both accessories directly from: ECONOMY NOVELTY COMPANY 239 West 39th Street New York City LAMPS of CHINA’ Pat O’Brien + Josephine Hutchinson + Jean Muir EAPLOITFATION ADVERTISING SECTION IS ENCLOSED IN CENTER AS SPECIAL SUPPLEMENT Title Banner On Oil Trucks Oil trucks get around plenty—what with oil burners in private homes in addition to usual gas station route. That’s why a banner on the truck bearing your playdate and title is pretty sure to get some circulation. ‘Reason why’ lies in picture’s big to-do about oil wells in China. Prize For Best Proverb ‘Best Original Proverb’ award sounds like a simple slant not touched on for reader contests. Maybe we’re wrong—if so your editor is the one who can tell you! Chinese Teaser Throwaway This four-pager is printed in black on yellow stock, size 4 x 6. Cover entirely in illu strated teases ’em Chinese as into reading inside pages which contain nice plug for film. Back page for your playdate imprint. Prices imprint are IM M; 10M—$2.50 including —$3; 5M—$2.75 per per M. Order from ECONOMY NOVELTY CO. 239 West 39th Street New York City Radio Spot Announcements If you’ve been using the radio here are two announcements that get your story over—in very little time. 1-MINUTE ANNOUNCEMENT (Sound of Chinese gong in background) From China comes one of the greatest pictures of recent years. “Oil for the Lamps of China,” which is: cominn te an Theatre tomorrow, brings to the screen the famous novel which placed Alice Tisdale Hobart among the finest writers of the age. If you’ve read the book, you’ll have to see how vividly this remarkable story is told; if you haven't, then you can’t afford to miss this exciting drama of how a white man and woman survived the perils of the Orient. Warner Bros., who brought you such outstanding successes as “G Men” and “Black Fury,” assembled a tremendous cast including Pat O’Brien, Josephine Hutchinson, Jean Muir, Lyle Talbot and Arthur Byron for this picture. Don’t miss “Oil for the Lamps of China,” coming to the _____. Theatre tomorrow! 14-MINUTE ANNOUNCEMENT Ladies and gentlemen, we have an important announcement: Warner Bros., who recently produced such outstanding dramas as “G Men” and “Black Fury,” have added still another triumph to their chain of successes. “Oil for the Lamps of China,” the sweeping story of the Orient today by Alice Tisdale Hobart, will begin’ its engagement at the eS sot eS Theatre tomorrow. Its outstanding cast includes Pat O’Brien, Josephine Hutchinson, Jean Muir and Lyle Talbot. We urge you not to miss “Oil for the Lamps of China.” Usher Sounds Gong Out Front Usher or doorman in Chinese costume takes a poke at a Chinese gong every so often. Not a colossal gag, but if there’s a gong to be had a little noise’ll help your front effect, no? Chinese Curios For Lobby Interest There’s something about Chinese curios that makes people stop and look. If there are curio dealers in your city, you may be able to promote an unusual lobby display in exchange for a credit card to dealer. Story can follow it up telling of value of art objects in your lobby. Incense for Atmosphere Store selling incense ought to be good for the small expense they’d be put to in supplying sufficient incense to burn evenings throughout your run. N. Y. Strand does it and provides a lobby credit to shop in return. Chinese Doll Dealer Display Toy shop window of Chinese dolls will be made more effective with this show’s China scenes—and your date. i ENT or Len Meee e Tare nate ee eee oad Wishing Well in Lobby Legend has it that anyone who makes a wish at a wishing well has it come true. Replica of a wishing well in your lobby with a card telling what it’s all about, might even make a squib for the paper, as well as create interest. Illustration shows how it will look in your lobby. How Much Oil in Lamp? Hardware store window may let you put lamp in window. Use lamp with visible bowl so that people can guess how much oil is in it. Oakleys to the winners—free display to you. Prize to The Owner of Oldest Lamp in Town Have patrons bring old kerosene lamps to theatre with offer of prize to oldest or most unusual. Owners of oldest lamps get passes, while stunt is unique enough for news photo or yarn. HowLong WillLamp Burn? Best Guesser Is Winner Burning lamp in store or lobby. Ducats to those who can guess closest to time when it will burn out. Free 15 Minute Radio Sketch Thirteen minutes of your show’s drama with 2 minutes for your plug gives you a live broadcast feature. Most showmen put them on with amateur actor or critic groups, or social clubs. New York, Syracuse, Buffalo are among the dozens of cities that put our sketches on as weekly sustaining features. Write the Campaign Plan Editor, 321 W. 44th St. and you'll get mimeographed copies for each member of the cast. Page Seven