Road Gang (Warner Bros.) (1936)

EXPLOITATION STRAND SHOCKER’ CAMPAIGN Campaign used by the New York Strand Theatre is reproduced on this page. Most of the ideas can be used “as is” in any situation—and all the rest can be adapted. There’s nothing else we can say except that the Strand did record biz—and in a blizzard ...so read on, mister, read on. LOBBYFUL OF TORTURE DEVICES Photo, at left, shows exhibits in Strand lobby week in advance of picture’s opening. Included is the torture rack, shown at extreme left. At extreme right we see an authentic duplication of a whipping post. At center, a display was made of whips, guns, leg chains, shot guns and other torture equipment. All items carried explanatory copy. TRUE DETECTIVE MYSTERIES TIE-UP True Detective Mysteries, via the Strand lobby, offered $2,400 for information leading to the conviction of four wanted criminals. Police circulars including details were posted. This, with the other items on display, created more attention, in the opinion of the Strand management, than any other display the theatre has had in years. Any number of questions were asked as to the authenticity of the material—all of which were answered by an usher, who was posted on the subject. (Details as to how you can make use of this tie-up are explained on another page. ) TRUCKS PLUGGED FILM Fifteen of the department store trucks carried huge posters mentioning feature and theatre. Any reason why you can’t get some fleet of trucks that tour the town to display your theatre name and film’s title? AD USED AS HERALD The illustrative ad, headed with “It’s hard to believe ... but!”, created so much attention when it appeared in the newspapers, that the Strand lads decided to cash in on it via the herald route. They printed up 10,000 reproductions on a 6” x 9” herald and handed ’em out in stores, cafeterias and street cars. These were distributed in addition to the regular exchange heralds. Take a peek at the ad section of this book for actual art and copy used. Come to think of it, if this ad is printed on heavy stock, you might get a striking snipe card for windows and telly poles. AMBULANCE ON HAND Private ambulance was used in front of theatre on opening day. A uniformed interne was on the scene, ready to answer questions. His answer, of course, was that film was a “shocker” and that theatre wanted them on hand in case of emergency. At various times during day, police cars stopped to find out if they could be of any assistance, and although this was unexpected, it only helped draw the curious. If we were you, we'd have a friendly cop or two stop by and lend a hand in adding to the atmosphere. You’ve probably worked a similar stunt before so you know all about its many angles. 200 ANIMATED STILLS The Strand exploiteers went big for animated displays, as evidenced by the two hundred 11” x 14” stills that appeared in animated sign displays throughout the city. DISPLAYS IN DEPOTS Special displays were set up in bus terminals and railroad stations to give visitors to the city the impression that it was a special attraction and that it would be some time before they could see the film in their town. Judging by the number of visitors that came, displays were effective. Think it would be worthwhile to try it on your city? ‘SHOCKER’ FRONT AND DISPLAYS Most of the equipment exhibited in lobby week preceding film’s opening was brought out front after opening. At center, the torture rack was erected and life-size blow-up of Donald Woods was hung, standing on a barrel. Torture equipment was also exhibited —all this, in addition to “shock” illustrations and copy. Page Three