Spring is Here (Warner Bros.) (1930)

EXPLOITATION JUST A LITTLE THRILL— TO PREPARE YOU FOR YOUR REAL BIG THRILL WHEN YOU SEE and HEAR First National Pictures’ Screen Tonic 6e¢ JANTZEN TIE-UP Transit Li nes Tieups Your local and in erurban bus, trolley and tram lines are excellent prospects for cooperati ™. Many of the cars and buses have regular front and rear frames for display cards and others have spaces } reserved inside for same. Take the following copy to the proper ‘ransportation officials and offer to furnish each line with cards of suit; tble size which will mutually promote patronage for the car or bus lines a nd show. THE STR AND REMINDS YOU SPRI VG The Screen’s World Famous Singing Lovers : Is A Cast Of Notables — Hilarious Comedy The above pictures illustrate the novel frames and photoHER E Thrilling Romance and graphs that have been supplied to Jantzen dealers for. counter display and window trim. This is just one of the many tie-up accessories prepared by the Jantzen Knitting Mills to make your exploitation arrangements with local Jantzen distributors on! OH! OH! WHAT MUSIC! You'll be hummin’ these for months — “Cryin’ for The Carolines”“Have A Little Faith in Me’ Visit the recre ation spots reached by this (bus or car) as easy as possible. Alexander Gray and Bernice Claire are featured in an International Exploitation arrangement between the Jantzen Knitting Mills, Portland, Oregon and First National Pictures, Ine. Your local Jantzen dealer is ready to cooperate with you in the way of window displays and other exploitation stunts. this tie-up. now. Get to work on See “SHOW GIRL IN HOLLYWOOD” Press Sheet for SCORES OF IDEAS AND FREE TIE-UP ACCESSORIES —'| instanee carry the line—of Pim -all “displays reading, Merchant Cooperation The title “Spring Is Here” is unquestionably the greatest medium ever presented for wholesale tieup possibilities. You should be able to line up every shop and store in your shopping district for a general cooperative campaign. Make your own advertising campaign so impressive. that each dealer will be glad to cash in on this proposition. With the caption “Spring Ts Here” meeting the gaze of every person in town wherever they turn, you can make it a city-wide slogan if you go about it in a big way. Get out a uniform show ecard, size 22 x 28 or-larger, neatly lettered with copy as given here and incorporating a mounted still from the photoplay with the caption identifying same as “A scene from “Spring Is Here” at the Strand.” Copy on card should read “DOING OUR BIT TO MAKE EVERYBODY HAPPY NOW THAT SPRING IS HERE.” Induce your leading merchants to put on a “Spring Is Here” sales drive, a plan that can tie in practically every known product without exception. It especially applies to household furnishers, clothiers, dealers in women’s wear, haberdashers, hardware stores handling garden implements ete., automobile dealers, florists, sporting goods stores, drug stores etc., ete. One sure way to gain unstinted cooperation is to carry the campaign to your screen with a special trailer announcing the message from each merchant and shop tied in. Get the special show card displayed prominently in all windows and supplement the trim in each instance with whatever additional material from the photoplay that best suits each indiyidual situation. Neatly executed postercuts are an ideal unit. Give the display in its entirety a typically “spring” atmosphere by using festoons of artificial spring flowers as a decorative feature. In many cases, especially where expert window trimmers are employed, scenic windows will be the rule. Page Six “How Shall I Tell” What’s The Big Idea” “Bad Baby”“Yours Sincerely” “With A Song in My Heart.” &= All Hits In A Big Hit Show! FOR YOUR IMPRINT DIRECTIONS HOW TO THRILL YOUR FRIENDS a Wind ri: thirty times, always fold fee Auto Dea ler Tieup Garden Supplies Tieup Again the photoplk ty title lends itself to a corking ti eup possibility with your auto dealer 8. Poster cutouts, photo enlargem: mts of appropriate stills from the photoplay and panels of mounted g tills should be incorporated in the window trim which will naturally f eature the new spring model of the « ar in question. ring 2: about as before. ©& Pos. sy D. Sirsexer, $71 St. Lawnence Avez., N. Y.C. Hardware stores, dealers in seeds and plants, firms specializing in landscape gardening and nurseries offer splendid prospects for tieups. Offer to furnish these merchants with unique window trim material, with the sales vestigator. The dodger copy is c¢aptioned—“JUST A LITTLE THRILL FOR A STARTER. YOUR REAL Unique Thrill argument of presenting attention|Tieup window strean ters and show Novelty os peat soe COMES oe 00 arresting displays that will accentuate| cards should read “SPRING IS soe SPRING oe —— Ete : the “Spring Is Here” idea to mutual HERE,” “OBEY tT MAT URGE,” Instructions are printed explaining A most unusual novelty is available,| the simple process of rewinding the the circulation value of which is at/spring, so that it ean be passed on least three and four times as great as| indefinitely with the same startling the ordinary throwaway. Distributed | result. advantage. You can well afford to divert part of your exploitation appropriation AND CALLS OPEN ROAD,” ST POSSIBLE -PRING IN A “SPRING IS HERE YOU OUT TO THE “TAKE THE FULLE ADVANTAGE OF & for this purpose, if these cooperative window trims are located on prominent thoroughfares. ‘This tieup can be extended in the case of hardware dealers to promote the exhibit of ‘Spring cleaning’ equipment. In each ry “AFTER YOU WITNESS “SPRING IS HERE” AT THE STRAND YOU WILL OBEY THAT URGE TO MAKE YOUR GARDEN THE ENVY OF YOUR NEIGHBOR.” Teaser Campaign Copy is furnished here for teaser billing, the same also being adaptable for newspaper teaser slugs and even throwaways. This copy is admirable for three, half and one sheet snipe posters, window and tack cards. Bill like a cireus, let this message greet everybody no matter where they turn. Refrain from mentioning its connection with theatre or picture, in order to earry out the desired teaser-idea and to make this campaign all the more effective when it ties up later with your regular photoplay announcements and ads. MORE HAPPINESS AND MORE ENJOYMENT THAN YOU'VE EVER KNOWN CHEER UP! The following unique method is suggested for herald distribution and a sure means of getting your “Spring Is Here” message read. Copy is furnished here for envelope, the same to enclose folded stock herald, properly imprinted. These envelopes should be sealed and no imitation of connection with theatre should be made in envelope copy. NO MORE BLUES! Place this under your pillow to night. Open in the morning— and—you’ll realize more than ever that SPRING IS HERE CAP As a further ir auto dealer coop made and given dow, which offer; ~~ serial number of the car on display and ' dealer and his employ vulge or expose this out the idea as sugges ecard copy. FREE TICKET S TO STRAND THEAT RE The 20 guesses th tat come nearest to the serial n umber on the motor of this __ ear will be rewar ded with Two Free Tickets each to witness “SPRING IS ;} HERE” Newspap er Contest Here is an idea fo r a newspaper contest to be presente 1 to your local sheet with the thoug ht in mind of mutually promoting a desire to take advantage of the bali ny spring air, healthful outdoor exer sise and many when “Spring advantages that come Is Here.” This contest idea ¢ in be tied in with the Park and EI layground exploitation feature, outl ined elsewhere in this section or can be conducted independently as a sey arate unit of your campaign. Caption your anno! ancement and each succeeding story: SPRING IS HIRE What Does It M ean To You? Offer small cash priz eg and tickets to see the photoplay for the Dest letters in not over fift y words, outlining what the writer considers the most beneficial form of recreation now that “Spring Is Htsre.” Various advertisers can possibly be tied in with the contest, such ag sporting goods stores, auto dtsalers, dance halls, gyms, camera stipply dealers, exercise apparatus, drug stores promoting ‘spring tonics’, clothiers and women’s wear shops héiindling sport attire, etc., ete. These dealers in addition to tying in With newspaper advertising can offer prizes of guitable merchandise and make special tieup displays of same jin their show windows. Duplicates of these prizes can also be displayed in your lobby. tive to gain this ‘on, have _& sign minence in winfree ticket angle eae motor in the obligating the vees not to di«number, carry ted in following SEE “SPRING IS HE. RE” AT THE in plain envelope, it offers a startling surprise to all who open same. This enclosure is a 54% x 8 dodger of substantial coated stock upon which is printed an alluring “Spring Is Here” announcement and imprint of your heatre : is wound up in such a manner that when dodger is removed from envelope and opened, the spring unwinds with a buzz and clatter that has a most startling effect on the in theatre and playdates. A combinaz|“+VoeN BW. 201 tion ‘spring Of ‘wire=amrrTrover vars PS ee Post Card Campaign The price of this novelty, imprinted, in enyelope ready for distribution is $29.50 per thousand. Order direct from D. D. SILBERER, 571 ST. LAWRENCE N.Y. Prompt Under no circumstances order these from any First National exchange as they are not carried in stock but must be ordered direct from manufacturer. Copy is furnished here for mailing cards that justifies intensive dis tribution. It sells “Spring Is Here” to produce real results. Dear Friend: When “Spring Is Here’’ from an unusual angle and is bound how does the big department store know where to begin and stop with so many wonderful bargains to advertise? JI don’t and I’m in much the same fix. That’s because in “Spring Is Here” at the Strand we have the Biggest Cast ever, featuring Bernice Claire and Alexander Gray —Kar-tingling music—Lavish Settings—Thrilling Romance— Hilarious Comedy—and I could go on and on. The only thing left for me to do is throw them all in for one price, OUR REGULAR BOX-OFFICE PRICE and let the public reap the benefit. IS HERE.” Sincerely, to see you when “SPRING Double Truck Here is a natural companionate unit for your merchant cooperative campaign. Your newspaper advertising department will gladly accept the assignment and a daily double truck should result without a hitch. Use scare-head caption across the top of advertising section “S PRING IS HER E” and directly beneath the subtitle—SO LET US HELP YOU START IT RIGHT. Theatre ad. should dominate the upper center space and in each ad. “SPRING IS HERE” should stand out prominently and also incorporate a small cut of one of the stars or players in the picture. In this double truck, your music shops and record dealers should subscribe for space as well In their ads. a cut of the song number title page should be used. Cut No.6 Cut2o0c Mat 5c { I hope The Management. Unusual Trailer “Spring Is Here” can boast of the most entertaining singing and _ talking trailer ever offered exhibitors for advance exploitation. This beautiful highly impressive subject is an attraction in itself and one that should be given prominence in your selling campaign to your public. Start running it long before your “Spring Is Here” opening and note the widespread favorable comment and intense interest that will pile up dollars for you at the boxoffice. Vitaphone Accessories Available at your local exchange are many Vitaphone accessories that will help you cash in on the million dollar Vitaphone advertising campaign. Free trade mark euts and mats; Vitaphone slug cuts; Vitaphone paper and a free Vitaphone 24-sheet are on hand. Ask your accessory manager,