Stars over Broadway (Warner Bros.) (1935)

EXPLOITATION HH o4 OVER BROADWAY YOUR OPENING GUNS ON THIS CAMPAIGN : 7 IDEAS FOR A BIG THANKSGIVING SHOW! 1. Along the idea of a “Christmas Fund,” you might organize a “James Melton Thanksgiving Fund.” You can hold a charity performance, possibly advancing your prices, having re served seats and building the show up as a big charity affair. You can tie up with local merchants on supplying commodities to be given to the needy. 2. Get a tremendous pumpkin, hollow it out and line it with wax paper. Fill it with small prizes, attaching strings to each one. Set up the works in lobby a week before Thanksgiving with card telling youngsters that pumpkin will be a “grab bag” for the Thanksgiving Day show. Then, when the day arrives, let the first kids to arrive pull a string and get a free prize. 3. “James Melton Thanksgiving Dance” can be held in lobby after last show, or at your Charity Fund show. Credit cards might bring in promoted refreshments. 4. Chrysanthemums are popular Thanksgiving flowers. Why not get florist to name a special type the Jean Muir Chrysanthemum? 3. Thanksgiving festival on stage. Co-operating merchants offer prizes for best costumes, with newspaper tieing in with announcement stories. 6. Offer prizes to kids who can best carve out and paint pumpkins in caricature of Pat O’Brien. 7. Paste star heads of Melton, Froman and the other players on pumpkins, planting ’em in lobby and store windows. * If yow’re not playing this show around Thanksgiving time, we’re sorry! WE’LL SUIT YOU! —And so will James Melton You'll get a great deal of pleasure hearing James Melton sing in “Stars Over Broadway,” his hit for Warner Bros. And you'll get the same distinctive pleasure from our Winter-weight worsteds. See these hand tailored and smartly cut suits in our Men’s Shop. JAMES MELTON Appearing in “Stars Over Broadway,’ now e playing at the Strand Theatre. e e ARNOLD ALTMAN AND CO. Men’s Shop — 6th Floor Priced from $45 upward Men’s Shop might be persuaded to run this coop ad, changing it to conform with store policy. If they like it, order still No. Melton 10—10c. Radio San Identified By Stills A lobby contest that you can spread over a week or two before opening works like this: Take stills of 10 or 12 big radio stars, including Froman and Melton. Put ’em up in groups of two or three, having a new group each time you change program. Patrons guess who the stars are, winning ducats if they’re correct. Of course contest can be run all at once —or planted in paper if editor likes it. FREE TRANSCRIPTION Electrical transcriptions have already been sent to over 300 radio stations. The million dollar music, orchestras, actual scenes taken from the sound track—it’s all set for you on a twelve-minute record (three minutes allowed for station and theatre announcements). If your station hasn’t already received one, send to the Editor, Warner Bros. Campaign Plan, 321 W. 44th St., N. Y. C., and you'll get one by return mail—as long as they last! Town’s Stars In Big Radio Show Perhaps you can organize a big talent show on the air, with all the stars of town appearing in a short number. Show is introduced by saying: “The Stars of Syracuse honor ‘Stars Over Broadway’.” They say a few words about the film and its stars, and plug songs. A ‘Night of Stars’ is held annually in New York for charity, and hundreds of stars appear on the program, which is one of the greatest of its kind. N. Y. Daily Mirror helps sponsor it—and goes into reams of publicity on the idea. Think yours could be worked into something as big? Melton Singing In Store Tie-Up “You Let Me Down’ sings James Melton, star of ‘Stars Over Broadway, now playing at the Strand Theatre. But he isn’t singing to Marxon’s for we never let you down. All our customers are satisfied customers.” A blow-up of Melton singing completes this store window tie-up. Or do you prefer trying it in a co-op ad? Song Title For Dept. Store TieUp Song from film entitled “At Your Service, Madame” suggests a department store tie-up along these lines. Caption in window reads: “ ‘At Your Service, Madame,’ with immediate delivery on all purchases.” Still display and copy, possibly with sheet music and counter cards, fill out the window. Lobby Peep-Box With A New Slant For an inexperienced lobby stunt, how’s this? Cardboard is set up in lobby. Star is cut out and behind it are stills from film and copy telling folks that their lucky stars point to “Stars Over Broadway.” Underneath the cut-out star, caption reads: “Your fortune’s in the stars. Look and see.” Search For Radio Talent In Lobby If you're friendly with manager of radio station, you might get him to run a talent search in your lobby. Entrants try singing numbers from film, with co-operating station offering short contracts to winners. If you think the stunt will crowd lobby too much, it could be run on stage. HER CROWNING GLORY The JEAN MUIR COIFFURE © No matter how beautiful her clothes and jewels, a woman must look to her hair for the final touch that sets her apart from ‘just another woman. We feel that this hairdress, which we have dedicated to the lovely Jean Muir, will make you the envy of all. ® BETTY’S JEAN MUIR Lovely star of “Stars Over Broadway,’ the Warner Bros. hit in which she appears with BEAUTY Pat O’Brien, James Melton, Jane Froman and Frank MeHugh. Now playing at the e@ Strand Theatre. For a beauty shop tie-up, you might be able to run this co-op ad. Why not show it to beauti cian. If they can use it, order still No. JM 566—10c. Slants On The Music Angle With three big song hits in the picture, you'll probably be able to tie up on the music in several ways. Radio orchestras and night club leaders might plug numbers, saying a few words on the film. Of course you'll try for the music window tie-ups, and perhaps get ’em to play songs over P. A. system. On your own, you can plug songs from bally truck and over P. A. system out front. Star-Shaped Star Heads For Lobby You might blow up heads of the film’s stars, cut ’em out in star shape and put a little glitter around the edge. Then you set ’em up in lobby with caption like this underneath: “JAMES MELTON, one of the ‘Stars Over Broadway.’ Coming soon.” ‘Watch The Stars’ Says Teaser Ad If there’s a Broadway in your town, teaser campaign along these lines might interest you: Ads and signs round town say: “You'll find a prophesy in the ‘Stars Over Broadway.’ Watch them tomorrow night.” ‘The next night you have airplanes, balloons, banners, or anything else you can think of to carry your copy over Broadway — using Neon lighting or radium paint. THEY’LL SING YOUR PRAISES When your friends see your house with its new Roger Rugs, they'll insist that 100% has been added to your home in warmth and beauty. For Rogers Rugs are designed not only for durability, but for unexcelled beauty. See them today. JAMES MELTON and JANE FROMAN Appearing together in “Stars Over Broadway,’ with Pat O’Brien, Jean Muir and & Frank McHugh. Now playing at the Strand Theatre. FEIN’S FURNITURE STORE Although this co-op ad is written for a furniture store tie-up, you can use the same idea for any other type of merchandise. Still No. SB 200 is priced 10c—if they like it! Page Three