The House on 56th Street (Warner Bros.) (1933)

Exploitation \Va For A Radio Announcement Following is a short radio announcement that can be used by your local radio station for broadcasting several days before the playing of ‘‘The House On 56th Street’’ at your theatre. If you cannot place it, try and tie it up with one of the radio sponsors who regularly use broadeasting time. And speaking of motion pictures, I have just been privileged to attend a preview of the Warner Bros., latest picture “The House on 56th Street’’ starring the beautiful and statuesque Kay Francis. Her legions of fans are going to be thrilled by the gorgeous gowns Miss Francis wears throughout the production and the poignant dramatic theme that will grip the heart-strings of every person who will see the picture which is coming to the Strand Theatre next Friday. Even from the viewpoint of a mere male I can say that never before has the charming Miss Francis appeared in a finer role than the one she interprets in ‘‘The House on 56th Street.’’ You see her as one of the graceful and picturesque dancers in the famous Floradora Sextette with all the color that has made the musical comedy of the early 20th century a never-to-be forgotten memory. The story successively takes Miss Francis from that period to a brilliant marriage with one of the scions of New York’s most famous social families to an unfortunate episode im which she is charged with a murder she did not commit and spends many years of her life in prison during which time her baby daughter has grown to womanhood, and her husband killed in the world war. On a trip to Europe she meets and later consorts with a card sharp and gambler who makes her | his accomplice in his sharp practices. Arrwing in New York the couple are without funds and they make an arrangement with the owner of a gambling house on 56th street, New York for Miss Francis to act as a come-on Miss Francis finding on her arrival at the establishment that she is to be the mistress of the gambling house in which she had lived and given birth to her baby. Drama then piles up thick and fast as Miss Francis becomes known far and wide for her beauty and manner. To “<The House On 56th Street’’ comes her daughter who has also inherited a gambling streak. Then comes a denouement so wnexpected and so different from the ordinary run of pictures that rt left me breathless with emotion. I cannot praise the superb acting of Miss Francis too highly in one of the finest roles of her film career. She is ably assisted by a cast of outstanding screen players led by that suave and always interesting Ricardo Cortez, the polished Gene Raymond, the lovely Margaret Lindsay, and John Halliday, Hardie Albright and Frank McHugh. It was directed with consummate skill by Robert Florey. If you ladies want to be thrilled and captivated and the men interested and satisfied with a swell evening’s entertainment, don’t fail to see ‘‘The House on 56th Street’’ at the Strand Theatre. Splendid Two Way Photo Contest Here’s a natural for a tie-up with your leading photographer and newspaper in conjunction with the; playing of Kay Francis in “The | will take pictures of those entering House on 56th Street.” the contest, these pictures to be The contest should be for the| published daily. To the winner the young lady dressed in the period| prize can be a dozen beautiful costume get-up nearest to that of | photographs donated by the phoKay Francis. A preliminary story|tographer and prizes of theatre can be planted in the newspaper | tickets to all contestants. carrying the photograph of Kay Francis in her costume, with the announcement that the photographer NOVELTY HANGER FOR DOOR-KNOBS Witt wes toa tey oxen of the past that bound this women’s ; life and love to “The House on [Mee KAY FRANCIS with the feur men she leved In THE HOUSE ON 56” STREET RICARDO Cortez GINE RAYMOND Printed in colored ink, these hangers will get a load of attention when hung from doorknobs. Prices, ineluding printing of theatre name and playdates are: 500, $4.00; 1M, $5.50; 3M, $5.25 per M; 5M, $5.00 per M; 10M, $4.75 per M. Order directly from: ECONOMY NOVELTY CoO. 239 WEST 39th ST. Ne=Y..G, Dialogue Lines JOHN HALLIDAY: “I can’t live without you! I can’t and I won’t!’’ (Still No. 58) WILLIAM BOYD: “You’re a very attractive woman, and I’m only human.” (Still No. 86) KAY FRANCIS: “Do you think I want my daughter to see me—even to know I’m alive?’’ (Still No. 123) RICARDO CORTEZ: “People don’t get something for nothing. Think it over next time you ask a favor.” (Still No. 81) KAY FRANCIS: “I'll take care of him. I’m not going to let your life be ruined as your mother’s was!” (Still No. 111) WILLIAM BOYD: “Youw’re my kind of woman. Don’t ever pull any of this ‘'m going to leave you stuff...” (Still No. 107) MARGARET LINDSAY: “It’s in the blood ... 1 sort of go crazy when I start to gamble.” (Still No. 99) 28 x 42 photo enlargements in buff, peach or green—only $1.25 each. They fit into stock one-sheet frame, and may be mounted and backed with easels, if desired. Page Twenty-six Immediate C.O.D. shipment guaranteed. Order directly from: NASIB STUDIOS 160 WEST 46th STREET NEW YORK CITY Studio Styles Gowns Make Great Advertising Tie-up Get after this sensational fashion tie-up for real big-time exploitation. Arrangements have been made with Studio Styles Inc., to reproduce the gowns orginally designed by Orry-Kelly, famous Hollywood stylist for Warner Bros. and First National Pictures. Approximately one hundred leading stores from coast to coast are ready to cooperate with exhibitors in their respective cities. Only one retail store is appointed in each city to sell Studio Styles exclusively. Each store has been supplied with the following advertising and display material: Newspaper Advertising Mats; 11x14 and 28x42 star photos. Contact your local Studio Styles store and effect a tie-up along these lines: 1. Arrange for a fashion display or style show with living models wearing Studio Styles, in your theatre, CUS) Distribute dealer’s circulars illustrating Studio Styles to your women patrons. Supply the store with extra stills from ‘‘ The House on 56th Street’’ for a window display tieing in your theatre name and playdates. In the event that the store uses newspaper space to advertise Studio Styles, arrange to get your theatre name and play dates carried in the copy. All stores featuring Studio Styles are eager to effect tie-ups with local exhibitors. The exact program of cooperation must be worked out between yourself and the store in your town. KAY FRANCIS The lovely star of ‘““The House On 56th St.”? returns the compliment to Orry-Kelly by wearing with consummate grace this formal evening model he especially designed for her . . . Reproduced by Studio Styles. (Still No. K.F. 235). For Name Of Studio Styles Store In Your City Write: STUDIO STYLES INC., 525 SEVENTH AVENUE NEW YORK CITY Wonderful Possibilities With All Beauty Shops Kay Francis wears several stunning styles of hair dressing throughout the picture. This is a natural for a tie-in with the leading hair-dressing and beauty parlors in your city. There are many stills available showing Kay Francis’ hair from the days of the high pompadour to the very latest modish marcel wave. Select one of the leading beauty parlors and arrange for a window display showing the various Kay Francis coiffures demonstrated on their wax figures. The stills after which the display is patterned should be placed in front of the bust. These pictures numbered, Pub. U, Pub. V, Pub. W, Pub. A29, Pub. A31, and 29, can be ordered from the Warner Bros. Still Dept., at No. 321 West 44th Street, New York City, if not obtainable at your exchange. How. to Get Beauty Shops To Advertise for You In line with capitalizing to the fullest these splendid stills of Kay Francis, suggest to the leading beauty parlors, that they make up a four page folder or circular, as an advertising medium, using the various stills of the star to show how beautiful the proper hairdress can make one. We suggest in this circular or folder that the appeal be made directly at the middle-aged, or older woman. Have them use the stills showing Kay Francis, with graying hair. The three showing both profiles and the full face are striking photos that are bound to attract a lot of favorable attention. In this way, you can make a direct appeal for the picture to women. Offer to distribute these folders to your patrons. The beauty parlor can also circularize their own patrons, and can distribute them via door to door. Kay Francis Wave Suggest a Kay Francis Hair Dress Special, with the beauty parlors giving their patrons the latest in marcels called ‘‘The Kay Francis Marcel.’’ A Special Display Cut of Kay Francis’ Hairdress Is Available. See Page 9