The Case of the Lucky Legs (Warner Bros.) (1935)

S$ SSS 8 QS SSS XS SS& S SSS WANK VS CSS NS eS Visel ’Rouses Interest With Beauty Contest Harry A. Visel of Newark’s Bradford Theatre got some swell plugging for “Dames,” which might work on your “Lucky Legs” campaign. He ran a beauty contest that was really tops. Contest ran on stage for seven nights, two girls being selected each night. By tieing up with leading merchants each night, and dedicating a night to each store, he was able to promote prizes worth $50 and more. The winning girls co-operated by appearing on a “Dames” float which toured the town. In addition, he promoted dresses from local merchants which the girls, in groups of six, wore in his lobby and in the mezzanine, thus getting a fashion show effect. —Have You Seen “Midsummer Night’s Dream”’— “Wshers’ Week” Scores In Hadfield’s House In Chicago, Manager Harry Hadfield of the B and K Belpark Theatre inaugurated an “Ushers’ Week.” During the week, each usher was made ‘manager for a day’ and given permission to introduce some innovation. One usher got a tie-up with a florist shop, and free roses were given to women patrons. Another ran a bathing beauty contest with all prizes promoted from local merchants. The week wound up with a kid matinee on Saturday, with free ice cream and candy given to the youngsters. Program was composed of selected shorts, and for another stunt, a bugle corps -performed in the lobby. According to Manager Hadfield, ““Usher Week” received a lot of advance publicity and went over in a big way. -—Produced by Max Reinhardt— Student Journalists Get Plug For Collins Houston’s Metropolitan Theatre manager E. E. Collins and publicity chief Bob Kelly pulled a honey during the run of “Black Fury” by tying in with the local school board and the high school journalism department on a review writing contest. The stunt was considered part of the regular classroom assignment by the instructors, who picked out the five best reviews from each school and handed passes to the winners. Paper, school and theatre co-operated in choosing the final winners. Plenty of publicity was given the contest, according to Kelly and Collins. —From Play by William Shakespeare— Epes Sargent Tells Variety’s ExploitaValue of Cut-Outs tion Editor gives this advice to theatre men: Although many managers feel that poster cut-outs look cheap, there are many times when they’re very effective and infinitely less expensive than hand work. One and three sheets are especially adaptable, especially when the edges are stained red or silver. For a touch that makes ’em look a little better, hand lettering does the trick, very often giving the impression of expensive work. Whatever your budget for lobby displays, it’s worth your while to look over the posters before you decide to spend a lot of money on art work. -——Music by Felix Mendelssohn— Swell Lobby Bally Another idea from Reported by Epes Epes Sargent is a the atre stunt involving a whistle which blew each time the door was opened. The trick was to attach a bicycle pump to the door in such a way that opening the door pushed the plunger down and forced air out of the nozzle. Rubber tubing stretched from the pump to the whistle. The whistle was located behind a cut-out, and people couldn’t figure out what made it blow. Attracted a lot of attention, according to Epes. Page Six Dealers Windons . . eg ¢ bey're Yours Again Ten specially posed stills of film’s stars, carefully selected to make window tie-ups easy. Two of ’em, you'll notice, show leg-wear and are suitable for co-op ads. Don’t forget, stills can NOT be used for merchandise endorsements in any form. They’re yours for 1oc each—or goc for the set. Order by still number from: CAMPAIGN PLAN EDITOR, 321 West 44th Street, New York City. © Suspects, Knife in Lobby Display In lobby, a glistening surgical knife surrounded by stills of Warren William, Genevieve Tobin, Patricia Ellis, Lyle Talbot, Anita Kerry, Allen Jenkins and Peggy Shannon. Copy under it reads: “This knife killed Frank Patton, and one of these people is the murderer. Find out who it is by seeing “The Case of the Lucky Legs,’ coming to this theatre soon. @ Folks Cross Line Win Ducats If department store has a counter it wants to build up, they can offer a ducat to every thousandth leg that crosses a line on the floor in front of counter. Copy and display in store tells folks about Lucky Legs. Or maybe you'd prefer working it in your lobby, offering the ducats to every thousandth person passing through doors. ® Catchline For Your Co-op Ads For your co-op ads, you might use this catchline: “These lucky legs are carrying their owners to Maxon’s Bargain Counter.” Ads carry drawings of crowds of legs hurrying along . .. . and your copy. @ Arrange Mystery Mag Tie-up See if news-stand or magazine dealer will tie up on mystery mags. He supplies back numbers, you paste on plug and distribute em in lobby. ® Contact Shoe, Stocking Stores Title of film suggest numerous leg tie-ups. Shoe stores and stocking shops should be easy, and you might be able to work up something with a drug store, using shoe powder, skin lotions and other carefor-the-leg preparations. BLACK MASK TIE-UP The facilities of the Black Mask Magazine tie-up are yours again on this film. For membership cards, posters, slides and for further information, address Campaign Plan Editor, 321 West 44th Street, N. Y. C. ® Dancing School Gives Prologue Maybe you can get together with dancing school on this. They send over a few star pupils to present a prologue before your show. Might be a good idea to call it “Lucky Legs.” © Exercises to Keep Legs Lovely Women always want to know how to improve their features. Here’s a story on leg conditioning. For paper plant, theatre give-away or for beauty shop distribution. Illustration is Still No. PE 541—100. Patricia Ellis Tells How To Keep Legs Trim ‘Proper — exercising is necessary if you want to keep. your legs trim and shapely,’’ says lovely Patricia Ellis, star of ‘¢The Case of the Lucky Legs,’’ now playing at the gears See Theatre. ‘One of my favorite leg exercises,’’ says pretty Patricia Ellis, ‘‘is to raise my knee as high as_ possible and extend my leg forward. I repeat this for about five minutes, changing from one foot to the other.’’ ‘¢ Another exercise which is very helpful for leg and thigh muscles _ is ‘bicycling.’ You lie on your back, lift your legs and pedal as if you were on a bicycle.’’ © Bands Dedicate Songs to Film Remember the song “Oh, Boy I’m Lucky?” Maybe you can revive it on the air and in night clubs, with a dedication to “The Case of the Lucky Legs.” ® Tell “Em Gardner Wrote Story Film is based on the book “The Case of the Lucky Legs,” by Earle Stanley Gardner. Book store might give you a display — your stills and plug along with copies of the original. Also, if you tell your editor, he might give you a break on the book page. FREE RADIO SKETCH Twelve minutes of the exciting mystery and hilarious comedy of film plus three minutes at beginning and end for picture plug. If you can use it, just write Campaign Plan Editor, 321 West 44th Street, N. Y. C., and we’ll shoot back a copy for every member of the cast.