Scarlet Pages (Warner Bros.) (1930)

EXPLOITATION What Anagrams Are: Anagrams is a game or contest in which the participants are asked to insert an additional. letter into a given word, mix all the letters together so that they spell an entirely different word. How To Use Them: Anagrams make excellent newspaper contest material, as contestants are required to buy the paper to get the coupon on which to fill out their names. The answers are delivered <o-your|{} box-office. What They'll Do For You — — — Build you an excellent mailing list. unlimited publicity. Get you Put you in right with your newspaper. Build your weakest day or matinees. (You.can give one ticket to. each winner for matinee only and he’ll undoubtedly bring a friend with him). If used as a program feature, anagrams will get you wider distribu tion and bigger reader interest. A FIRST NATIONAL SERVICE i Herald — Stunt Use a simple bit of psychology to insure getting your heralds the proper amount of attention they deserve. Instead of casually handing them out or stuffing them into mailboxes, enclose them into envelopes. The bit of effort needed to open the envelope acts as a stimulant to create the desired interest. Moreover, the following copy on the face of the envelope arouses still more curiosity. BLOOD IS THICKER | “THAN WATER— IT IS THE INK THAT WRITES THE SCARLET PAGES Teaser Campaign Arouse and excite the curiosity and interest of your fellow-townspeople by a well-planned and widely executed teaser campaign. Copy is furnished for the campaign below. It will be found suitable for one and half sheet snipes, window and tack cards, or throwaways. To retain the absolute teaser angle, make no mention of the connection with the picture of the theatre. The campaign, of course, should be started at least a week, and if possible, two before the regular billing and date announcements of the picture. GET THE FACTS = = See a aa a an You Solve These Anagrams? Free Tickets To See “SCARLET PAGES” To The First Fifty Correct Answers Write the answer in the last column; sign your name and address, hand it to the cashier of the Strand Theatre between 10 o'clock and 1 o'clock today, and get your free ticket to the greatest story ever filmed, with Elsie Ferguson, Grant Withers, Marian Nixon in the leading roles. Add R and S to TAINT and you have some motivity Add W and D to WRAITH and you can recede Add P and S to MOTTO and you have something way up above Add U and N to ALTAR and you have something real Add R and U to ANTIC and you have a drape. idicae tc 05 OE RE OIC Co eT Se I eR EE UE Pore wee ee ree THE ANSWERS: Transit Withdraw Topmost Natural Curtain ‘BEFORE YOU CONDEMN THOSE WHOSE NAMES APPEAR ON THE SCARLET PAGES! Elsie Ferguson In “Scarlet Pages” Cut No. 15 Cut 15c, Mat Sc FIRST NATIONAL ACCESSORIES Carry Your Sales Message And Create The Demand That Makes For Big BoxOffice Busi ness! Use More Accessories! USE THIS STUNT Here is a chance to sell| “Scarlet Pages” in a truly unique and effective way. It caters to your public’s ego and plants the idea that you have something unusually novel in the way of entertainment. HOW TO PUT IT OVER Many local newspapers run what is known as an “‘inquiring reporter” or “inquiring photographer column.” The THE INQUIRING PHOTOGRAPHER THE QUESTION. What is Your Frank Opinion of “SCARLET PAGES”? THE PLACE. Lobby of Warner Bros. Hollywood Theatre, Broadway at 52nd Street idea, as suggested in the next pare: ote \colum=—consizts of a quesSETAE TET, 1 aay SULISIowS OL A Ques Main Street. tion, the answers, and the photographs—all of whom are picked at random. If your local newspaper runs such a column, follow that style. If there is no column of this type used locally, the idea is presented in the next column. It is suggested that a minimum of seventy-five lines be used. If space rates permit, more photos should be published. In brief the stunt consists of a heading —“THE INQUIRING PHOTOGRAPHER”; the question— “What is your frank opinion of “SCARLET PAGES”? and the place—the lobby of your theatre. Below this introduction is published a half column picture of the person; the other half being devoted to their statement. Seventy-five lines will permit} __ eer, the printing of three photos.| pews But the more photos printed|/=? THE PUBLIC BE YOUR the more peok mil ge SWIPE, WATER THIS PAC with the hopes of having their picture taken. EVERYDAY NO “T was thrilled by the court scene. It is real, everyday drama. “Scarlet Pages” is my idea of a truly great picture!” John Smith, bookkeeper, 603 Rutland Road. “I was delightfully surprised. Anyone that doesn’t enjoy “Scarlet Pages” is not thoroughly human. Nobody should miss it.” Helen Brown, Clerk, 161 Greene St. “Tt gave me one of my biggest screen thrills. [ think Elsie Ferguson is a wonderful character actress. Her voice is splendid — her — en Start this stunt the opening day of the picture. Continue it until the day before closing. Have your photographer stationed in the Lobby to take the pictures of patrons as they come out. Below are suggested sample testimonial statements to be used in connection with this idea. The applause that resounded through the.......0.......0.... Theatre needs no explanation, And you can bet your life I was doing plenty of that applauding. I think it’s a great picture. Signed Occupation Address There is no question about its wonderful dramatic qualities. Elsie Ferguson is my idea of a magnificent actress. Her voice and ability are unequalled. Signed Occupation Address TI enjoyed “Scarlet Pages” so much that ’m going to see it over again in the near future, with my family. 1 wouldn’t want them to miss it for anything. Signed Occupation Address “Scarlet Pages” is the finest combination of drama, pathos, and sheer splendid acting ability that I have seen in a long time. It’s my idea of perfect entertainment. I can heartily recommend it to every lover of good pictures. Signed Occupation Address In order to fully protect yourself have all those who sign any statements sign the following also: Oe rere terre ese serra re eer eeseseesssseeseesseeeseseseeseree ee ee. fe rrr Pe eer emer ree ererereesoecesseseeeeseeeseeesnecceesecesece OMe meee remem eee reese eee eres ees ersesteessssesessseresesine eee eee re i ee ry POOR eee meee rere eres eee eas sees neseeeeeeereeeseeeusessseeses Hee eee weer ese e rere reese sees eeesccaseressseeeeeeseeeseses ee eee ee eee ee eee eee eee ee ee ee ee er re COCO eee mere rere weer r eee eee eseeseteceeeeeesseeresesseeees Ce ee ea CORR O OH eee meee sere ee oeee een seeeeses est eeeeessceeenee Phereby sive. 25 n Theatre full permission to use the above statement and together with my photograph for advertising purposes. Conclude the ad with: “LET THE PUBLIC BE YOUR GUIDE WATCH THIS SPACE FOR FRANK OPINIONS FROM EVERYDAY MOVIE-GOERS. Page Five