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ACTION EXPLOITATION!
Arrange baby spot to cast a long shadow on poster cutout. Set it up at foot of Stairs with copy reading, “Danger Lurks in the ‘Shadows On The Stairs’.” Add billing and playdate.
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Stage a “Lights Out Preview.” Put on a showing of “Shadows On The Stairs” in total darkness. Use the following copy angle: “Girls ... hang on to your boy friends. Boys... hang on to your seats, because ‘Shadows On The Stairs’ starts tomorrow at midnight!”
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Thrill Chart display. Graph shows jagged line running upward through such words as, “Thrills”, “Chills”, “Panic”, “Fear”, “Terror”, “Shock”, “Amazement”, etc.... Add title and playdate.
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For an advance teaser gag, distribute cards printed like this:
».O.5S.
You'll Find Out What It Means on Friday at the Strand!
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Small steel box is prominently displayed in lobby. Card nearby reads, “What is in this box? You'll learn its terrifying secret when you see ‘Shadows On The Stairs’ at the Strand on Friday!”
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Tag mystery magazines with stickers carrying title and selling copy. These are handed out in lobby by pretty attendant a few days prior to showing.
Spot a green floodlight on a table containing the following objects with explanatory copy: candles... for those who are afraid to go home in the dark after seeing “Shadows On The Stairs”; hair dye ... for those whose hair turns white from fear: nerve tonic . . for patrons whose nerves are shattered by the terrifying scenes.
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You may be able to promote a tie-in with local coffee concern wherein coffee is served in lobby. Angle is that Blank’s Delicious Coffee will calm nerves before and after seeing “Shadows On The Stairs.”
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Tag this copy at end of picture. Also use it on lobby cards: “The management suggests you tell your friends that you saw ‘Shadows On The Stairs’... but don't tell them about the surprise ending!”
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Interest local psychologist in coming to theatre and witnessing the reactions of patrons as they leave. His observations should make for good human interest newspaper feature.
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Ad Mat 202 makes a good herald to use as inserts in mystery books in local circulating libraries. Also use them for general distribution.
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Blow up or make a giant display of the letter in Mat No. 203. Stiletto fastens letter to wall. Surround this with scene stills, billing, and playdate.
—And Sell Your Show With The Exciting Warner Trailer
Country of origin U.S.A. Copyright 1941 Vitagraph, Inc. License to reproduce with copyright notice granted newspapers, magazines and other periodicals.