Santa Fe Trail (Warner Bros.) (1940)

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FOR OPENING... Stage a Santa Fe Trail ‘western’ costume affair. Folks come in costume of the time, rough western dress, army uniforms, and crinoline dresses, in cowboy rigouts, etc. Prizes are awarded for best costumes, presented on the stage with the winners selected by audience applause. Be sure the papers are on hand for shots and stories of the winner. Indian ‘war’ dance and ceremonies DIRECT EM T0 THE TRAIL. . “Pioneer” dressed man asks pedestrians to direct him to the “Santa Fe Trail.”” Those who cannot answer are handed herald with map of city on which is prominently marked your theatre location and copy about the picture. A good sign for highways and byways Stunts and Balliys Fan your guns, pardner, this show is absolute tops in big outdoor action pictures. It calls for that western brand of action—in every line of exploitation. Right here we’ve fixed a few that should hit the ‘Trail.’ Don’t wait—give ’em the gun now! Shoot straight for these stunts: | SANTA FE TRA “ WOW! — STRAN. Nothing like a touch of comedy EXHIBITION ON WHEELS... Promote a trailer from your local agency and convert it into a travelling museum. Inside are exhibited old newspapers mentioning events in the film, pictures, relics, photos of picture characters as they looked in life and as they are portrayed in the film, and general material of the era. A couple of loud speakers and outside panels carrying ‘‘come-on” copy draw the public inside. Now is the time to hold a “Handle bar’ mustache contest FOR RIDERS & DRIVERS . . . A saddle horse in western regalia is tethered to a parking meter. Copy on the saddle blanket reads: ‘My driver went to the Strand Theatre to see ‘Santa Fe Trail’.’”’ No horses? . .No meters? . . . Well, switch the idea to auto parking tags reading: “Driver went to the Strand Theatre to see ‘Santa Fe Trail’.”