Son of the Gods (Warner Bros.) (1930)

A Pageful Of Effective Exploitation Ideas To Sell The Picture To Your Public. Street Car Advertising Barron G. Collier, Inc., well known specialists in street car advertising have outlined an economical and effective plan, whereby exhibitors all over the United States can now take advantage of this splendid patron age pulling medium at a_ special minimum rate. This is a plan whereby the simple expedient of incorporating the regular 11x14 colored lobby sets in the 11x21 car card spaces is employed. It is only necessary to use a stiff 11x21 card as a back support. This leaves seven inches on the end for theatre name and program announcement. Two different programs can be printed on the card, using both ends, enabling two displays on the same 11x21 ecard by merely covering the opposite side with 11x14 lobby ecard for your following attraction. Street Car Advertising men, in most cities in America are conversant with this plan and in case they are not, address inquiries for this service to MR. PERCY N. SHOLARS, BARRON G. COLLIER, INC., 220 WEST 42nd ST., NEW YORE. N. Y. Accompanying illustration, shows how these combination displays are used and will enable you to visualize the extreme attractiveness and _ selling value of same. Newspaper Contest Lee Ying, the wealthy and wise old Chinese philosopher speaks many of the gems of wisdom or ‘proverbs’ as set down in Rex Beach’s famous novel and transferred to the talking screen. A few are reprinted here as the basis for a unique contest that can be conducted in the columns of your local newspaper. Each reflects a worth while thought, tersely expressed. The Chinese in fact have been noted for their proverbs, many of which are _ traditional phrases throughout the world. Announce this fact in a contest announcement story, telling that the Chinese proverbs printed in articles are examples of the many spoken by the venerable Lee Ying in “Sons of the Gods.” Invite readers to emulate this wise man of China and originate one or more proverbs of their own that pack a philosophical thought. Offer daily prizes of free tickets to the picture for the best proverbs submitted each day during period of contest. Have these published daily with names of winners and illustrate each day’s story with scenes of the photoplay and likenesses of Barthelmess. (See Page 7 for Proverbs) feat! in a contury. novelist Cut No. 10 Cuber the screen as the ‘Moriad years outstanding hit. Sos 10DS with Constance World Famous As A Novel! Immortal As A Vitaphone Picture You'll see Dick Barthelmess charging across the polo fields to victory. You'll see him charging into the heart of a society playgirl, to deYou'll see him in the greatest role of his hit-after-hit career. a sensation that comes only once eoimeny sy Only a_ master like REX BEACH pf could create such romance. Only a master of drama could bring it to It’s BENNETT A FRANK LLOYD Prod. P Screen version and dialogue by Bradley King. Scenes in TECHNI‘= COLOR A FIRST NATIONAL & VITAPHONE PICTURE “Vitaphone” is the registered trade mark of the Vitaphone Corp. designating its products. Teaser Campaign Copy is given below for teaser billing and newspaper slugs. The same is admirably suited for snipe three sheets, halves, ones, window and tack cards and even throwaways. Make no mention of theatre or playdates, using copy as is, to create desired interest and curiosity. A CHINESE PROVERB SAYS— “A REAL LOVER IS TRULY A SON OF THE GODS” SUCH A MAN IS DUE IN OUR MIDST, SO FAIR MAIDENS OF THIS CITY BE WARE! THIS GOES FOR SOME OF YOU MARRIED GIRLS TOO! POST CARD CAMPAIGN An intensive mailing campaign is one of the main factors that will establish in the minds of your public that “Son of the Gods” is an important contribution to local amusement history. This is the. caliber of picture that justifies you going after the elite of your town. Richard Barthelmess holds a unique position with this element and when properly exploited, “class” amusement seekers. it is bound to draw away above average from among your Mail our neatly executed post-cards with copy suggested below to everyone on your local social register, every banker, broker, publie official, clubman and club-woman. your Rotary, Kiawanis and similar lists. while” patrons. Dear Friend and Patron: This includes Get after all your “once-in-a It will serve to make “regulars” out of them. A famous author proudly points to a picturization of his novel and says, “exactly as I visualized my story and its hero.” Rex Beach is that author and “Son of the Gods” the famed story from which the dramatic sensation of the century was transferred to the screen. tugs at your heart strings. Richard Barthelmess, the star enacts the greatest role of his sterling career. A characterization that I heartily recommend “Son of the Gods” to you personally as decidedly superior entertainment. Sincerely, “h dsone Ura SON Bektedet coer tit. MANAGER High Powered Trailer An all talking trailer that is real entertainment in itself is available and one that is the most convincing “advanee agent” you could bring in ahead of your “Son Of The Gods” engagement. Rex Beach, famed author of the tremendously popular novel upon which the picture is based, is seen and heard in this trailer followed by tense dramatic scenes, intimate introductions of the fascinating characters and eye-filling bits of the technicolor sequences. Make this trailer sell the picture for you. Run it not one, but for two weeks before your opening as every person without exception that views this high powered exploitation medium, will line up at your box-office when your doors open on “Son of the Gods.” Play Up Color The color sequences in “Son of the Gods” are probably more startling in their realism than any that have previously reached the screen. The mysteries of Chinatown with its weird and fascinating pageantry, its unique ceremonials and melange of multihued processions is a talking point that you should stress to the limit. Nothing like it has ever been attempted in pictures. The beauty and glittering eye-feast which these color episodes hold forth is one of the high spots of the production. Play up this angle through every medium at your command and say that these} Color—Yellow on purple. natural color scenes, if lifted out bodily would prove a splendid, worthwhile attraction in itself. A MYSTIC APPEARING AND DISAPPEARING MESSAGE! ; RE VEALED In an exotic setting of Oriental charm, you’ll see the foremost roM™antic personality of , thé talking and color scteen, in the dramatic sensation of the century, At the left is a reduced fac-simile of the novelty card described below. When heated the hidden message appears and reveals a likeness of Barthelmess and title of picture. Reverse side is reserved for theatre imprint. DIRECTION FOR MYSTERY MESSAGE To make it APPEAR hold flat above any heating hs waged hot radiator electric bulb, hot iron or match (do not burn it To make it DISAPPEAR, let it cool off or Blow your breath on it. Can be used over and over again. © & Pub. by D. D. Sitberer, 571 St. Lawrence Ave., N ¥, C. Herald Stunt Anytime you can arouse sufficient interest by getting people to open up an envelope out of sheer curioisty and note the contents, you have better than an even chance of selling your wares. Copy is furnished here for sealed envelopes in which should be enclosed the regular “Son of the Gods” herald. Give these wide distribution and you will soon realize the favorable reaction. SAM LEE, YOUR FRIEND FROM THE ORIENT, IS COMING TO GIVE YOU A FEW POINTERS ON LOVE! OPEN AND SEE WHAT IS IN STORE FOR YOU! Souvenir Photos Special Novelty A most unusual novelty is available on this picture that is bound to prove a real exploitation asset and can be utilized in various ways. This is an attractive vivid red throwaway of post-card size. The front side carries an artistic design tying in with the Oriental atmosphere of the picture with printed instructions to heat the ecard or hold over match or small flame and watch for what. will be “Revealed.” <A likeness of Richard Barthelmess and announcement of “Son of the Gods” appears and in a few seconds disappears. This operation-can be rerepeated any number of times and affords fascinating amusement. The reverse side is reserved for printed message of theatre, but to carry out the “teaser” idea, the name of theatre and playdates alone should be announced, as this will force the curious to follow instructions to ascertain the star and attraction. This ecard is ideal for mailing lists, theatre distribution or as counter cards in shops and resorts where the maximum of patronage prevails. ORDER SAME DIRECT FROM D. D. SILBERER, 571 ST. LAW \|RENCE AVE., NEW YORK, N. Y. Every movie fan in the world would welcome the opportunity to secure an autographed photo of Richard Barthelmess and no better way to. fill that certain off matinee or “supper” show with a capacity audience can be devised than to advertise a special Souvenir Photo Performance. These photos ordered in quantities are reasonable in cost and can be secured through your exchange, You will be assured of prompt service and the price quoted is as follows: 1000 lots $15.00 per M.; 2,500 lots $14.00 per M.; 5,000 lots $12.50 per M.; 10,000 lots $10.00 per M. -NOTE—In no instance order these from any First National exchange as they do not carry them in stock. ORDER DIRECT FROM MANU | FACTURER. Ul Bally Suttle Banners SON 7: GODS “UMM “UM across street. At left is sketch of special UPRIGHT banner that can be hung from roof to flat against wall. Above is a sketch of the attention arresting banner designed for commanding position on theatre front over marquee or Size 5 ft. x 20 ft. marquee, parallel with marquee sign, or Size—20 ft. x 5 ft. The extreme value of these splendid exploitation units will be fully appreciated after you have employed the same. EXHIBITORS ORDER DIRECT FROM MORRIS LIE BERMAN, 690 Eighth Ave., New York. extra. Shipping charges PRICES—Single lettered face $25.00. Both sides $45.00. Purple border. Note that these banners are equipped with loops and eyelets. Crescent markings in sketch indicate air-holes.