Public Wedding (Warner Bros.) (1937)

PAGE 9—“PUBLIC WEDDING”—EXPLOITATION HOW TO PERFORM A PUBLIC The obvious promotion activity, is the staging of a public wedding in your theatre. This has been done by almost every manager some time during his career, and the experiences have been varied. One thing is certain, that it always has aroused keen interest. If carried out in. the right way, it is good as a repeater. Of course, take your newspaper editor into your confidence in planning this event. If he is in accord with your plans, he can be a great help in WEDDING sustaining interest and in giving the event maximum publicity. You'll also want to contact the local radio station—another important publicity source. From these steps it will be comparatively easy for you to line-up local dealers to shell out with gifts for the bride and groom. On this page are six key points to cover for your public wedding, and added sundry ideas which may be adaptable to your campaign. We believe they will help you get the most. Build a dummy bride and groom set-up with room for your patrons to place their heads at top of figure. When seen in mirror, the two appear as bride and groom. GIVE AWAY RINGS Week before your showing give to every man purchasing a ticket a small novelty ring. Attached tag reads: You are invited to be best man at ‘‘Public Wedding”’ at the Strand Theatre on Friday. TWO SELL WEDDING Bride and groom walk through streets. Bride should be a husky dame, and groom a small timid looking man. Make up heralds to look like marriage licenses which are handed out by couple. Might number them and post winning numbers in lobby daily. Holders of lucky numbered heralds are your wedding guests. | SHOW NEWLYWEDS Invite couples taking out marriage license during run of picture.. See local license bureau for list of names. WHALE OF A STUNT Place a large replica of a whale on a truck and send it through the streets with copy: “Meet Moloch! He Makes ‘Public Wedding’ a Whale of a Picture.” 1. Have couples who wish to be married, register names at theatre. Paper, radio and screen trailers also announce event. 2. Display wedding presents which you promote in return for lobby card or screen ad. The better the gifts the more contestants you're sure to get. Merchandise should include: furniture, electric appliances, kitchen utensils, jewelry and anything newlyweds may desire. 3. Merchants donating wedding gifts to the lucky couple take ads on a special page spread, welcoming the new Mr. and Mrs. joined at your Public Wedding. 4. Run stories every day listing newest entries and additions to the wedding gifts. >. Actual ceremonies should be carried out by Mayor or City Offical. Have stage set appropriately with plenty of flowers and palms. Couple and procession walk down middle aisle to center of stage. Organist or PA System supplies wedding music. Entire proceedings can be broadcast either from off-stage or from box seat. Get the bride and groom to say a few words in the lobby immediately following the affair. Announcer could add much color in describing the event and tieing your playing of “‘Public Weding.” 6. Oh, yes, you’ll have to have a bride and a groom. Patrons can select the couple; they can fill out blank in lobby as they come in and look over list of applicants. Votes are deposited in box and most popular pair is selected. ‘Bride and groom” tour town in car decorated as above. Attach plenty of tin cans and old shoes. Have couple give out heralds on busy street corners. HOUSE IN LOBBY With the co-operation of local real estate group promote an exhibit of the newest in model homes. Have builders construct miniature house right in your lobby. INVITE THE TOWN Send out’ the following formal invitation as announcement: ‘‘You are Cordially Invited to Attend The ‘Public Wedding’ at the Strand Theatre on a rae at regular admission prices.”’ Copy could be used as teaser ads in advance of run. PASS OUT RICE Grains of rice sealed in envelopes are distributed. Copy on envelope reads: | Save this for the “Public Wedding” at the Strand Theatre next week. GIVE HOPE CHEST Merchants in your neighborhood contribute to a giant hope chest to be awarded to the first couple to be married after the opening of picture.