The Case of the Howling Dog (Warner Bros.) (1934)

Setting Up Perry Mason: Here are three established means of setting up Perry Mason as a mystery character in your district. Pull one or all of ’em early—they won’t conflict—and each one helps to set up your date as a big event. MYSTERY ARRIVAL: Newspaper ads and _ snipes should set up a teaser campaign a few days in advance of opening. Day before the big event, with sufficient heralding, black car with curtains drawn, drives through principal streets of town. Banners on side read “Perry Mason’s Private Car’’. parked in front of theatre all day. RAFFLES STUNT: Tried and true, this one brings in the merchants in town in a cooperating line-up. Papers announce that Perry Mason will be in Blutch’s store at noon. His description is given. Patrons who identify him by tapping with a copy of the paper, are awarded guest tickets. DEALER TIE-UPS: In almost every angle of men’s wear and general merchandise, you can create a Perry Car remains Mason article. A hat, a tie, a shirt, an ice cream sundae, any dealer can be sold on the idea of tacking Perry Mason’s name on his item. Liberty Mag. TVie-up: Liberty Magazine has cooperated splendidly with exhibitors on pictures adapted from stories published in their mag. At least, that’s what exhibitors tell us. This story was serialized in Liberty, so that’s your cue to contact local distributor for the following: 1. Herald inserts in the magazine. 2. Delivery boys wear aprons or signs advertising the show. 3 3. Distribution of 11 x 14 cards for tacking on all newsstands. Note to the Lawyer: Members of the bar will be highly interested in clever legal work by Perry Mason, criminal lawyer and detective. Let ’em know about it with this form letter: Dear Sir: As a member of the legal profession, you will undoubtedly be interested in Perry Mason, the criminal lawyer played by Warren William in “The Case of the Howling Dog,” Warner Bros.’ mystery hit coming to the Strand Theatre. By exercising the greatest amount of legal trickery and cunning, Perry Mason succeeds in acquitting his obviously guilty client. In his own words, his philosophy is, “I’m not the judge or the jury. It is only my solemn duty as a lawyer, to represent my clients to the best of my ability.” . .. Come and decide for yourself whether his creed was justifiable. I honestly believe you will enjoy every minute of the film and urge you to see “The Case of the Howling Dog”’. Sincerely, Manager. Back Issue Magazines: Promote back issues of detective or mystery mags from local distributors. Paste a sticker on each, plugging the picture. Hand ’em out in lobby. Stunt has equitable value—builds reader interest in the magazine, and gives you free giveaway with advertising punch! Classified Ad Contest: Tie-in with Lat t50th Street HOTEt a2¢ Ma di EW WESTO Venue e e this class13 ew im very ea able 4 desir: Now Or abl, Barge VSllable art One a S with Wn Ms us Ver be. 3 piace! Otel Servicg ay welr fy attractors) are 2Cludeg. Prished, with Tate © “8Za-8-4gq9° Tull 00. 5 ' fied ad promotional Each day, for as many days as the newspaper wishes to run the contest, the paper publishes a question, pertaining to a mystery. In order to JALHALLA, N. xy Geautifilps-room home, $6,500; steam hedtpweret, tiled bath. Lot 50x144; $800 ortgage§ f cash; 5 year mor or balance. | Original cost, $9,500. idea: ate aa Spore \ —aGye Sale See, gatrBie plots av. | ay e, pis, ad ay: ARDSLEY one DOUFeplace gy ASICS — roo races Owners — gq te OS yargain: reess — 26 low, i Wer . sty ity ata Thad ftuippeg™ th every Og. “Witchboard solve the mystery, contestant must turn to the classified ads and pick one word from any number of ads, so that a logical answer to the question is given. For instance, your leading question can be ‘Where did Perry Mason find the murderer?” . . . The answer, as illustrated by clippings is, “In a beautiful, furnished brick house overlooking Beekman Hill.” Award passes to the most logical and cleverest answers sent in with the words circled in the ads. Leads on Pet Shops: Pet shops are a natural tie-in for this picture. Might even be able to promote an ad from them. Lead line can be “There Will Never Be a ‘Case of the Howling Dog’ if You Buy One of Our Many Pedigreed Span tals.” You surely can get window space with the many dog stills available, including CH 200, 203, 209, 210 and Pub. F. Dog food manufacturers or distributors in town might go for newspaper advertising tying i the picture with appropriate copy. Exploiting the Dogs: Following are a list of contests and stunts exploiting the canine angle of the picture. You know best how to elab orate on ’em! 1. Contest on most difficult tricks performed by dogs. 2. Contest for kids imitating howling dogs. 3. Contest for funniest or most interesting dog stories or poems. 4. Parade 2 or 3 bannered howling dogs around town. . A number of varied pedigreed dogs in lobby. 5 6. Invite boys to bring their dogs to matinee, awarding prizes for the most typical “‘boy’s’”’ dog. Good for paper publicity breaks. Perfumed Hankies: A perfumed handkerchief is one of the important clues in the film. Promote or purchase at wholesale a supply of inexpensive hankies. Perfume them and place in a small imprinted envelope, with copy reading, ““Look inside for the important evidence used by Perry Mason in ‘The Case of the Howling Dog’ now at the Strand.’ Hand them out in lobby the week before opening. Women will appreciate ’em. ss = Page Five