Penrod and Sam (Warner Bros.) (1931)

WHOOP IT UP! Don’t overlook a trick. Work up that good old exploitation spirit and spread it all over the city. Yes, sir! And spread it thick! Your patrons expect a rip roaring campaign on this picture. If you don’t give their kids a chance to compete for a prize. they'll be insulted! There are dozens of ways to make them happy. Use them all! SPECIAL PREVIEW A really smart thing in exploiting any picture is to obtain endorsements of bodies. Among the latter be classed and societies, its value from public may Parents’ Teachers’ Associations, Y.M.C.A.’s, and civic betterment organizations. In addition, of course, there are always To obtain the help of these organizations may seem difficult, but it is not. With a picture like Booth Tarkington’s “Penrod and Sam” it is comparatively easy. As a matter of fact there are any number of civic and social bodies that will be only too happy to endorse this picture, feeling that in doing so they are performing a public duty. Every exhibitor showing ‘Penrod and Sam” should give a private preview to the officials of the different organizations in this city. The Mayor, and prominent city executives should be among the invited guests. Invitations for the preview should go out at least a week prior to the public showing of the picture and there should be time between the private showing and the regular opening for the theatre to reap full benefit of the endorsements obtained. Get in touch with all the heads of the public bodies in your city. The following form will answer your purpose: Dear (Sir or Madam): It gives me great pleasure to announce that I have succeeded in booking First National’s production of welfare associations of church workers. Booth Tarkington’s story, “Penrod GNANSON. GbTNRO Docks ra ically oars Se ThEGtre:. On»... inst. I feel it unnecessary to dilate on Booth Tarkington as a writer of stories about youth; he stands supreme. Leon Janney, who plays Penrod, is one of the clevewest youngsters on the screen, and the picture has had expert direction. “Penrod and Sam” has won the endorsement of the Better Films National Council of the National Board of Review of Motion Pictures, something, I am sure, that will. appeal to you. I am desirous of obtaining your endorsement of “Penrod and Sam.” For this reason I have set apart the morning of the inst. for a private preview of the picture to which you are cordially invited. The screening will begin at 10:00 o’clock. I trust you will find it convenient to be present. This invitation will serve to admit you to the theatre. ; With best regards. Very truly yours, arg aaa aie t Aantal a! 4s 6 cbNe Nene ns cane eg We oie. 8), 0758 Having obtained the endorsements of the civie bodies it is obvious that the exhibitor should make the most of them and this can be done through the newspapers, schools and in post|: ing them in the lobby of his theatre. Page Ten KIDDIE SHOWS Every community has its precocious youngsters—-kids who can sing, recite or give imitations. Many youngsters are clever at this. A good stunt in exploitation of “Penrod and Sam” is to issue a eall that will bring the young ones to show their stuff at the theatre during the run of the picture. Four or five of the most promising performers can be selected to go on before the picture and a prize may be offered to the winner. The audience, of course,. is to pick the winner, the most heartily applauded performer receiving the prize. The stunt. is always worthy of publicity and creates a lot of interest 0 on the part of parents. : BOY BANDS If there is a band of kiddie musiclans in your city, here is a chance for its members to show their cleverness individually and_ collectively. Arrange to have the band perform as part of the program preceding the showing of ‘Penrod and Sam.” The band might play two numbers to show its skill and if one of these numbers has a solo part so much the better. Where there is a school band or an orphanage band there is always considerable interest in it. The appearance of the youngsters in connection with the showing of a picture in which the story hinges on youngsters and is played by youngsters is sure to create a lot of interest. RIOTOUS ’ RASCALS i\YOU’LL TAKE TO YOUR Enlarge still (Penrod and Sam 235) and run a flesh tint over faces. Color background in bright yellow Copy circle is with title in purple. in purple with type in white. BOY SCOUTS “Penrod and Sam” was made to order for the Boy Scouts. It contains everything for which the huge organization stands. The endorsement of the local troups should be obtained for the asking. There is not a Boy Scout in America who does not know Leon Janney, the youngster portraying Penrod in the Tarkington story. Leon is a first class Scout and it is a certainty that all that the Scouts did for him when he was being shown in “Father’s Son” they will be eager to do for him now that he is in “Penrod and Sam.” One of the things aimed at should be a Boy Scouts night at the picture with the scouts parading to the theatre in uniform, headed by their fife and drums corps. A local endorsement of the picture by the Scout chief should then be obtained and made much of as proving the merits of “Penrod and Sam” as an entertainment for the young as well as for those not so young. GOOD WILL STUNT Every exhibitor desires to build up good will in h's community. Here is a way in which he can get a lot of it and at the same time secure a large amount of publicity in his local papers. In arranging your campaign for putting over “Penrod and Sam” pick out an afternoon showing of the Tarkington picture for the inmates of the local orphanage Specify the ages as between eight and twelve. Everyone will approve of this as affording entertainment for children who have little that is bright and cheerful in their young lives. It will be a fine gesture on the part of the exhibitor and it will serve to get publicity for the picture that should be helpful. LIBRARY DISPLAY Booth Tarkington’s story of kill life, “Penrod and Sam,” has been approved and praised by countless reviewers as excellent reading. Adults have found as much entertainment and pleasure in the story as have the millions of youngsters who laughed themselves silly over it when it was first printed. A good stunt in connection with the picture is to get in touch with the local libraries so that all the juvenile readers may be informed that ‘Penrod and Sam,” which is soon to be seen on the screen, is to be had, it being in circulation. Tarkington’s story is the style all librarians endeaver to place before youngsters for its humor and its honesty as well as its hearty entertainment. No librarian will fail to co-operate on this. Many libraries will be glad to make large displays of all Tarkington books if you supply them with a few “Penrod and Sam” stills to dress it up. HAIL! Cae I The 84 copy in sienna. Mount stills (Penrod and Sam 73| Enlarge stills (Penrod and Sam 130 and Pub. J) in natural tones. Color| and Pub. J) with flesh tint running background at top in light blue with| over faces. copy in black. Background at bot-|a buff ground. Bars at left are in tom is in ochre with title cast and|light purple with copy panels in BETTER FILMS ENDORSEMENT The Better Films National Council of the National Board of Review of Motion Pictures “Penrod has endorsed Sam” and recommended it for the “family audience” This is the strongest possible recommendation given by the Council. It means that the picture is fine entertainment for the entire family. In its recommendation the Council states: “A most entertaining version of the Tarkington story for grownups as well as children.” and and for “Junior matinees.” Full advantage should be taken of this endorsement by a board that has been passing on motion pictures since 1909. Use it in securing the of Young people are going to flock to “Penrod and Sam” as they have never flocked to any other picture depicting juvenile life if exhibitors will see to it that the public is made acquainted with its ‘fine, healthy tone and joyous atmosphere of pure fun and entertainment. endorsements local organizations. is great. tures all the sells! Sells! exchange. GET THAT PEPPY "PENROD" SPIRIT IN YOUR LOBBY! Title is in dark blue on yellow. what a difference ++. just a few minutes of trailer make! The difference betwen aver age business and packed houses! Showmen everywhere agree that a talking trailer is the ideal means of advertising your feature. is little in comparison to the number of people it reaches and the return Nothing excites a fan’s curiosity as much as a few glimpses of the film’s highlights. The “‘Penrod and Sam’? trailer cap human interest of the picture. Get the First National Talking Trailer at cost from your local JUNIOR MATINEES Junior matinees, now so much in favor, should be in line for “Penrod and Sam.” A more potent picture for the entertainment of young people the screen has never had. All the read Tarkington’s story are certain to clamor to see the the picture based on it and those youngsters who others who were youngsters at the time the book first came out are also Nearly every high school has an organization certain to join their numbers. among its students. Every church and Sunday school have organizations of Get in touch with these organizations, with the Boy Scouts, young people. the pupils of music schools and conservatories and interest them in junior You can do this with enthusiasm for matter how much you raise the hopes of the young people as to the enterIts the picture itself will more than bear Hustle for those junior matinees of “Penrod and Sam.” no tainment they will get out of you out. matinees! The cost pep, youth, fun and It SELLS! LEON JANNEY’ | Mount stills (Penrod and Sam 36 and 242) and run in natural tones. Color background in light red with title and cast in black. Title is in dark lavender om.