The Crash (Warner Bros.) (1932)

Free Fictionization The October issue of Movie Mirror will feature a fictionization of ‘‘The Crash.’’ Contact all your local magazine dealers now, requesting them to tie-up with you for their own good in placing signs on their stands’ to the following effect: OUT NOW! The Latest Issue of “MOVIE MIRROR” Read the Story of Ruth Chatterton and George Brent in their greatest hit “THE CRASH” Then see it on the Screen at the STRAND THEATRE Beginning Saturday Sell your newspaper editor the idea of running the fictionization, illustrated with stills, prior to or during the run of “‘The Crash.’’ CREDIT MUST BE GIVEN TO ‘“‘MOVIE MIRROR’’ BY THE NEWSPAPER. Announce in theatre and newspaper that ‘‘The Daily News’’ will run the story of ‘‘The Crash’’ through the courtesy of ‘‘Movie Mirror.’’ Tn Crash Survivors Contact local people who were hurt in the 1929 crash and have since recouped for newspaper interviews as to the svssons derived fromthe crash, — general impressions, ete. Have them tell how their wives stuck to them through thick and thin. UNINVANDAUAEAANUAHNUSASUAUUN0EOODELOADUDUALEAANGAGQANCAOOEOUAOOGEOOOOBSOASEQEAEEOTRUEUAG Book Store Tie-ups ‘‘The Crash’’ is based on the best-selling novel by Larry Barratto entitled ‘‘Children of Pleasure.’’ Contact local book stores for display on the book, crediting it as the basis of ‘‘The Orash.’’ Use plenty of clinch stills in the windows. Be eareful the copy does not confuse the titles on novel and picture. The publishers of ‘‘Children of Pleasure’’ are Farrar & Rinehart. BUMEOHUALUUASAASUAUOAGUUSOAGUUGLEUAUOEULEUSEAUEEUEUU AEA Teaser Campaign Two weeks in advance of your playdate and one week in advance of opening, start planting teasers around town and in the newspapers on ‘‘The Crash.’’ Utilize tack cards, sidewalk stencils and one-sheets for the outdoor teaser campaign. For your newspaper teaser campaign, spot the teaser lines throughout the pages, general and classified. Make it a real teaser campaign, seeing to it that no announcements of the picture are made too prematurely. Use these lines, among others, for the teasers: nl REMEMBER THE CRASH! THE CRASH IS COMING! WATCH FOR THE CRASH! LOOK OUT FOR THE CRASH! THE ORASH WILL DO YOU GOooD! DON’T GET CAUGHT SHORT— THE CRASH IS COMING! BAURAADRENELATEITOASDASUUASUNHAEOAELONAHUASODADEASOOTSEOUHASUESER AR EALU ASA Page Sixteen MERCHANT TIE-UPS The ‘‘newlywed’’ angle gives you an opportunity to tie-up with every merchant in town, whether department or specialty store, grocery or garage. In this connection promote a doubletruck cooperative ad with the assistance of your newspaper’s advertising manager. In return for the suggestion you should be able to promote large space on the page for your own ad on ‘*The Crash.”’ ‘Have the merchants hold a ‘“NEWLYWED WELCOME WEEK.’’ Try to get the license bureau to give reduced rates for marriage certificates as a publicity stunt. Have the cooperating merchants advertise special prices: NEWLYWED SALES. Have them feature merchandise which newlyweds need when they start housekeeping. Whoop it up to a fare-thee-well basing the entire idea on Ruth Chatterton and George Brent, the Screen’s Most Famous Newlyweds, in the first picture since their sensational marriage. For window displays with the cooperating merchants, use plenty of stills of Chatterton and Brent together, following the newlywed angle throughout, Have a few of the stores feature formally clothed dummies in their windows, along with the merchandise ‘‘every newlywed couple needs.”’ The most obvious possibilities for this newlywed tie-up with the merchants are furniture, department, specialty, hardware, drug, grocery, gift, book, and shoe stores. You ean even get automobile dealer ads in on this angle. Leave no stone unturned in tying up the entire merchant population of town on the Chatterton-Brent ‘‘NEWLYWED WELCOME WEEK.’’ It is one of the most effective stunts you can pull on ‘‘The Crash.’’ AVVUUUEUUUUUAEEAUAUUE UATE SPECIAL SONG SLIDES > Follow through further on the marriage angle with a special organ novelty program, using such songs as ‘‘Here Comes The Bride,’’ ‘‘At Dawning,’’ ‘‘Oh Promise Me,’’ ete. Have the organist announce that he has chosen, the numbers in honor of Chatterton and Brent, the screen’s newest and most popular newlyweds. He should be able to make up a clever entertaining novelty on this for a community sing which will be effective advance publicity on ‘‘The Crash.’’ In addition, have the organist play ‘‘Here Comes The Bride’’ before the trailer goes on and before the feature, timing his solo so it ends as the titling music goes on. BUTHECUUUUVEERAUAUOUEUEUUUUEOOLEGELEE USUAL "RUTH CHATTERTON ~~ GEORGE BRENT The Secreen’s Most Famous Newlyweds “THE CRASH” The first picture since their sensational marriage Pull end of ticker tape to get the Lowdown on The Love Market. STRAND = TICKER AND TAPE NOVELTY Clever novelty size as illustrated. Ticker tape can be pulled out through a slot, imitating regular ticker. Tape is 12” long and carries selling copy. Prices, complete with theatre imprinting, are: 10,000. $6.00 per M; 5,000. $6.50 per M; 3,000. $7.00 per M; 1,000__._ $7.50; 500. $4.50 Order directly from ECONOMY NOVELTY & PRINTING CO. 239 West 39th Street New York City Not at Exchange Tieker Service On Scores. You can utilize the newspaper and the current interest in baseball and football by furnishing ticker service on game scores to patrons of your theatre. Tie-up with the newspaper to phone the scores to you the minute they come in. Announce them on the screen, via slides, or through the public address system. Credit the newspaper for furnishing the scores by way of its news ticker, the same kind of ticker which threatened the love of Ruth Chatterton and George Brent in ‘‘The Crash’’ which plays your theatre next week. Make a previous announcement in the newspaper about the _ score courtesy. Be sure to mention that complete details of the game can be read in ‘‘ The Daily News,’’ which furnished you with the ticker service. If possible, place a ticker in the lobby of your theatre, right next to the box-office. If no tie-up is possible, get the scores over the radio and give them to your audiences. Another possibility is the mounting of a large score blackboard on your marquee, where you can write the scores as they come in. You are sure to benefit from the crowds gathering in front of the theatre to know how the World’s Series or their favorite football team is making out. HALUHOUUAVOTRTOOUTEEOTAEGAUAUAAEEEU AAU EOE Under Marquee Ticker Tape —_ hanie” device wuicu Cau we placed under the marquee for a ticker ‘‘blow-up’’ effect. Spot a spindle at each corner of the marquee. Have them fixed so that a small motor will turn them. Stretch a piece of yellow canvas around both of them so that a belt is formed which © turns with the spindles. Have an advertising message on the canvas of the same lettering used on regular ticker tape. Use this message for the ticker: FLASH: RUTH CHATTERTON, GEORGE BRENT REACH NEW HIGH IN: *““THE CRASH”’— COMING NEXT WEEK — GET IN ON THE GROUND FLOOR — FOR ENTERTAINMENT PREFERRED.” GHUHYURUEUOLGUOANUPOEUVOAOOUSUPGEUOGGEASEOESUGHOAAEUUA EPA Stock Market Report Make up your own ‘‘stock market report’? on ‘‘The Crash’’ at little expense and for big effect. Have yellow paper of the type used for ticker tape cut in 12 inch lengths with the following message printed on it in regular ticker type: THE STRAND’S CONFIDENTIAL MARKET REPORTER ADVISES YOU TO GET IN ON THE GROUND FLOOR OF ‘“ENTERTAINMENT, PREFERRED” BY SEEING RUTH CHATTERTON AND GEORGE BRENT—THEY REACH NEW HIGH IN “THE CRASH” — IT’S A SURE THING INVESTMENT — ALL NEXT WEEK. Have the ticker tape folded and placed in a small envelope on the cover of which you should print: INSIDE — INSIDE INFORMATION ON ‘“THE CRASH.’’ TAKE OUR TIP ON THE LOVE MARKET.