Scarlet Pages (Warner Bros.) (1930)

"PLOULIA trom POST CARD CAMPAIGN Post card campaigns still continue in the forefront as among the more effective means of merchandising your picture. There is something of the intimate, of the personal, in this type of advertising that carries a message across as no other medium does. list—make it bigger! If you’ve got a big mailing If you’ve never tried this method before, do so now with the following copy printed in red. The results will be sur prising. Dear Friend: Have you ever mentally sat in judgment on one who erred, particularly a woman whose story furnished copy for the “Scarlet Pages” of our press? Right now some outstanding case has aroused your interest. Hold back your judgment nil you have seen “Scarict Pages” at the Strand next week. 4 You may want to change your opinion! Sincerely yours, A Mother’s supreme sacrifice! spun SASeaToe MARQUEE STACCATOS The Management. A soul’s story written on “Scarlet Pages!” Portia Sits in Judgment with Mary Magdelene! Read the “Scarlet Pages” of a woman’s past! Which ?—Sacrifice her daughter or—herself? What was the story behind the patricide? “SCARLET PAGES”! Marks Elsie Ferguson’s | STREET BALLY | Engage an attractive girl to drive about town in a classy roadster. Banner each side of car with following copy. Use 2 this stunt during opening days of picture. Newspaper Tie in the title, “Scarlet Pages” from this angle. Make up a tabloid newspaper and have it printed in red. Follow the styles of the real tabloids by having large numbers of pictures and write your copy matter in real “scarlet pages” style. Go in for pseudo-sensation as much as possible. I KNOW THE SECRET WRITTEN IN SCARLET PAGES FOLLOW ME TO THE STRAND AND I’LL INTRODUCE THE TRUE STORY Newspaper Contest For your newspaper stunt run a dialogue caption contest. About four or five days before the opening of the picture get your local newspaper to run a still taken from the picture. Describe the scene so as to give contestants something to work on and ask them “What does she (or he) say.” The person or persons, who, in the estimation of designated judges, write the best the best dialogue are awarded passes to see the show. Plant a picture in the paper each day up to and including the day previous to the heise cise: every person as the ambition to write and this contest will create a great deal of The puntsdalucss oe Lig ses interest since it gives them a chance|™akes it doubly effective in selling to see their efforts in print. the picture. | Newspaper | Have enlarged photostatic black and white copies made of scandal scareheads taken from the newspapers of all sizes from twenty-two by twenty-eights to three sheets. Get your sign painter to letter in the words “Scarlet Pages” in script and spot large splotches of red paint over the photostats. Upon thessplotches write your sales copy a place stills from the picture. Placi a number of these prepared photostats on easels in your inner lobby and make them more effective by spotting each with a baby red spot Tabloid Buy out a certain edition of your local newspaper. On the first page imprinted in red place the following copy: True Life Story of Mary Mason Exposed In “Scarlet Pages” at the Strand Theatre return to the screen— Cash in on It! Must Be Healthy For Jobs As Extra In Movies Today “Scarlet Pages” Example Of Film Where It Is Impossible To Substitute New Jurymen (Current Reader) They want healthy men for motion picture juries. : If a real juryman in a real trial, gets sick a substitute is generally there to take his place. He is called an “alternate.” a But if a juryman in a picture trial, like the dramatic scene in “Scarlet Pages,” the First National and Vitaphone picture showing at the Se eee Theatre, becomes ill, it’s a real misfortune. The scene -has to be postponed until he is well. Audiences watch a pictured jury even more closely than court attendants watch a true jury, it has been found, and any change in personnel in the middle of such a scene would be noted by nearly every one who sees the picture. So bit players selected for juries by the First National casting offices, are queried about the probability of their remaining in a state of good health for the length of time the picture is in the making and only those who can assure the office that they have such prospects are signed for these parts. “Scarlet Pages” is a drama of human emotions centered in a spectacular murder trial. Elsie Ferguson, star of many stage productions, plays the leading role with Marian Nixon, Grant Withers and John Halliday featured in the same cast. Page Four Elsie Ferguson In Screen Version Of Her Stage Role (Advance) Bringing to the screen the same characterization which she created in the stage play, Elsie Ferguson, stage and screen star, comes to the a eae ac NCAR “nents ee in “Scarlet Pages,” a First National and Vitaphone drama in which an all star cast appears. A wide departure from any of her other roles, Miss Ferguson portrays a brilliant and shrewd attorney. Her defense of a girl, unknown to her as her daughter, is one of the dramatic high spots of the picture. powerful story of a woman’s hidden past and-her sacrifice-for-her daughter, “Scarlet Pages” is adapted for the screen from the Samuel Shipman and John B. Hymer stage hit by Walter Anthony. Ray Enright directed. Marian Nixon, Grant Withers, Helen Ferguson, DeWitt Jennings, Charlotte Walker, Wilbur Mack, Neely Edwards and others complete the all star cast. Miss Nixon enacts the role of the daughter. Maude Fulton did the screen dialogue. Legal Advice Elsie Ferguson, who plays a woman lawyer in “Scarlet Pages,” the First National and Vitaphone picture coming to the........ Theatre Soa was coached for the role by a famous criminal lawyer in Los Angeles. Scarlet Pages at Strand “Scarlet Pages,” which opened yesterday-at the=55 Theatre is from the stage play of the same title in which Elsie Ferguson starred in last season. She plays the same role in the film version. Marian Nixon and Grant Withers are in it, too. --Front_ page _head-lines Cut No. 20 Cut 60c Maé 15c A Sensational, amazingly frank drama of a wo man’s sacrifice. The soul secret of two women bared to a gossip mad world. blazing a path of ruin for a woman who dare to tell the truth. Based on the daring stage I by Samuel Shipman & John B. Hymer. A FIRST NATIONAL & VITAPHONE PICTURE Acts 108