The Crash (Warner Bros.) (1932)

NEWLYWED ANGLE BRIDE AND GROOM BALLYHOO Dress a couple in formal wedding clothes, having the bride wear a veil, corsage and all the trimmings, the groom to wear high hat, cutaway, ascot tie, striped trousers, spats, ete. Have them driven around town in an open carriage drawn by the best-stepping horse obtainable in your city. Place a neat banner on the back of the carriage, to read: ‘‘ Welcome Ruth Chatterton and George Brent, the Screen’s Most Famous Newlyweds, to the Strand Theatre in ‘The Crash’ next Saturday.’’ Have them driven all over town, the man to tip his hat to the people on the streets and the bride to nod. Have the horse and carriage decorated festively, but conservatively. UUSTTVTEOEPNUAUAOOOESVE OETA ANOTHER BRIDE AND GROOM BALLYHOO Stage a ‘‘going away”’ parade of ‘‘newlyweds’’ with a string of promoted cars and several formally dressed men and women. Have the ‘‘bride’’ and ‘‘groom’’ wear domino masks so their identities won’t be known. Use this stunt as a teaser by having the cars bannered as follows: ‘‘Who is the most popular married couple on the screen? Coming to the Strand tonight.’’ Or use: “*See the screen’s Most Famous Newlyweds. They will be at the Strand tonight.’’ Have all the cars equipped with ‘‘Just Married’’ signs, etc. as is usually done for a bridal party. Have the cars circulate through the main section of your city and the neighborhood streets, with much honking of horns to call attention to them. NIT renee TT TTT RECEPTION PREMIERE ~ Hold a special “‘Reception’’ instead of the ordinary opening and premiere. Promote flower buds from a local florist for the ladies and gentlemen. Run a red carpet to the curb and station a formally dressed man there to hand the ladies out of the cars arriving. Announce the opening as a ‘‘reception’”’ to the Screen’s Most Famous Newlyweds—Ruth Chatterton and George Brent— who are coming to your theatre in ‘‘The Crash.’’ Have a dance orchestra in the lobby. Spot potted palms around the inner and outer lobbies and on the sidewalk. In brief, carry out the ‘‘reception’’ idea to the last detail, sending out ‘‘reception’’ announcements and taking that type of ad in thé paper. It’s a novelty that will further have the town talking about the ChattertonBrent marriage and ‘‘The Crash.’’ . ererted hv stave weddir~ SMASH EXPLOITATION CAMPAIGNS WHICH YOUR TOWN WILL GO FOR! NEWLYWED MARQUEE Decorate your marquee in wedding festival manner, with ribbons, flowers, ete. Use full length blow-ups of Chatterton and Brent and copy to this effect: ‘‘Welcome The Screen’s Most Popular Newlyweds.’’ HITOEAEUTOEATEEEAO EEG EAA Ree EU RICE BAG AND TAG For an effective novelty on the wedding slant, fill bags about the size of the Bull Durham tobacco sacks with rice and attach a tag on which you have imprinted ‘‘Get Ready to Meet the Newlyweds—Ruth Chatterton and George Brent—at The Strand in ‘The Crash’ Next Saturday.’’ You will be able to make these novelties up very cheaply. Distribute them house-to-house and in your theatre. BUVIENAU LUTEAL TTT RESEMBLANCE CONTEST AND MOCK WEDDING Run a resemblance contest in the newspapers to find the man and woman most resembling George Brent and Ruth Chatterton. Promote prizes for them from local merchants. Tie-up with a photographer to take pictures of the entrants which are to run in the paper with the photographer’s credit line. Spot photos of the entries in your lobby, in the cooperating stores and in the windows of the newspaper office.. Put the prizes on display in your lobby and have them, photographed for the newspaper. Start this contest well in advance of your showing of ‘‘The Crash,’’ tying it in with a mock wedding to be held on the stage with the winners representing the ‘‘Screen’s Most Famous Newlyweds—Ruth Chatterton and George Brent.’’ Stage the wedding with all the trimmings, bridesmaids, best man, ushers, etc. RNTIUTSTEUUAEVESAES SEATED STAGE WEDDING The recent wedding of Ruth Chatterton and George Brent gives you a grand opportunity to cash in on the box-office pull ~ in on it and follow the usual metnods or promotimy wuese auaiis. ENHTEUTOTEAUOTEV TTA EEE MOST POPULAR NEWLYWEDS Run a newspaper contest to determine the most popular newlyweds in town. Have the paper carry photos of the couples entering. Have cooperating merchants distribute voting coupons which are to be filled out with the names of patrons’ favorite couples. Use plenty of newspaper publicity to stir up interest in this stunt. Promote prizes from merchants which are to be given to the three most popular couples. Tie-in the fact that Chatterton and Brent make up the ‘‘Screen’s Most Popular Newlyweds.’’ YOU WILL MAKE YOUR LOBBY FRONT MORE INTERESTING BY FOLLOWING THESE SPLENDID LOBBY SUGGESTIONS Page Fourteen