The Lash (Warner Bros.) (1930)

EXPLOITATION > Lobby Decorations Window Displays Mexico echoes the magic of old Spain—an enchantment to which everyone responds. ‘Decorate your lobby to make it another Mexico. To make vivid, re-create the atmosphere of “The Lash”—use saddles and spurs, the pleated-leather quirt, jumping beans, palms and sand-covered spaces set with cactus (these plants are now a fad everywhere and may easily be secured from some local florist). Navajo blankets, horns of cattle, old firearms—sombreros— lariats — mantillas — use an enlarged head of Barthelmess with the swirling lash about it as well as pictures of beautiful Mary Astor and Marian Nixon, in Spanish costume—tinted in natural color. All decoration and emphasis on any one type of entertainment, of course, depends on the type of audience you are appealing to. Your own good judgment will dictate to you whether the above type of display will appeal to your especial patronage. 3 Teaser The ‘teasers below are to be changed each four days for a period of two weeks before the coming of Richard Barthelmess in “The Lash.” Use a.frame which will hold two half-sheets. Make up three teasers, each on half-sheets © "hE wey YvaLrouls ~ On the second half-sheet use the words “THE LASH” Will Lash Your Emotions! Most Thrilling Hit of Richard Barthelmess. On the third use the words: “‘THE LASH’~— Bigger Than ‘Dawn Patrol’ — See Barthelmess Now at the .......... Theatre—in the First National Romance—‘The Lash.’ ” For the first four days of the campaign No. 1 in the upper part of the frame, No. 2 below it. Then alternate with No. 3 below—then No. 3 and 2 and so on for the period of the campaign. The Western angle for advertising “The Lash” may not be best suited to your people, in that case you have the terrific appeal of Richard Barthelmess, the star—and beautiful Mary Astor and Marian Nixon. And the thrilling adventurous romance of “The Lash.” You know the needs of your own community as no one else does. Street Stunt The time of “The Lash” in 1850, the place, California—which locates it in the time of the first great goldrush. Make use of a covered wagon, with women in the costume of the period, and driver dressed as prospector, red shirt, broad brimmed hat —etce. Use oxen if they are to be had—and have the driver with whip with long lash which he eracks over the back of the oxen or horses (Not on the backs). Or have the wagon accompanied by a man dressed as Barthelmess in “The Lash,” with sombrero, bright scarf, leather leggings, spurs, ete.—and a lash which he crdcks. On the sides of the wagon signs about the star and the play and the line “‘The Lash’ will lash your emotions!” Page Two ; Sade: : Everybody will stop to look at a window which displays a head of Barthelmess, with the snake-like swirl of a lash about his head. Below the picture display different types of whips, cat-o’-nine-tails, horse-whips, the Mexican quirt, the well-known hickory gad of woodshed days, the light whip used by equestrians, the strap, and the blacksnake. With the display include stills from “The Lash.” This tie-up is not restricted to special sorts of shops, since the appeal of the star is universal. The head suggested may be had at your exchange. It would be worth your while to have it enlarged and tinted in natural colors. This picture properly framed, and put in a window hung with black velvet, with concealed light to cast a warm glow over the head—would make a dignified and individual appeal. <A ecard in the corner of the window should bear the words “Richard Barthelmess in ‘The Lash,’ a First National Production, now at Chet i oo ees Theatre.” : ANAGRAMS What They Are:— “Anagrams” is a highly amusing game, a great interest-getter, with a strong appeal to the masses. Participants are given a word and letter of the alphabet which, mixed ygether will form an entirely new ord. As an incentiye *he definition Place them with your local newspaper. They make an excellent contest and a great circulation builder. The answers will be mailed to your box-office. a What They’ll Do For You:— Get you unlimited publicity. Put you in solid with your paper. Give you an extensive mailing list. Used as a program feature you will get a powerful reader interest as well as a larger list. By offering one ticket only to a winner, making it valid only on your specified date (your weakest day), the winner will undoubtedly have a friend accompany him; thus by offering say, fifty passes, you boost your weakest performances. ANAGRAMS A First National Service 1, Mix “a” with “trial” and get something which is apt to stop the speed of the swiftest. 2 2. Mix “s” with “gringo” and get marks left by the wild bull on his enemy. 3. Mix “e” with “lash” and get an Old Testament word meaning to lift the voice at th close of a section. 4. Mix “i” with “merge” and get a word meaning particular conduct or administration of affairs. 5. Mix “ce” with “senor”? and get one who says whether it’s what it ought to be. ANSWERS | 1. LARIAT 2 GORINGS 3. SELAH 4. REGIME 5. CENSOR How To Use Then: — | BARTHELMESS Surest Name You Know! Richard Barthelmess, from the days of ‘‘Broken Blossoms’’ to ‘‘Dawn Patrol,’’ has stood as the symbol of romance—admired alike by men, women and children. PLAY UP BARTHELMESS! ‘The Lash’’ is without doubt the most colorful and thrilling picture in all the star’s sensational career. PLAY UP THE MIGHTY STORY OF ‘‘THE LASH’’! Mary Astor and Marian Nixon—two of the most alluring women of the screen—are seen in the glamorous scenes of love and daring! Here is a combination that guarantees box-office success ! Play Up Barthelmess CATCHLINES Richard Barthelmess in His Finest Fighting Romance. It Will Lash Your Emotions — Sting Your Curiosity. Dick’s Follow-Up Hit to ““The Dawn Patrol.” A New Type of Hero — and Dick Makes Him Your Ideal! More Colorful, More Actionful, More Romantic Than Any Richard Barthelmess Has Ever Made. See Him Ride — See Him Fight — See Him in Love With Two Beautiful Girls. Dick Barthelmess and Mary Astor and Marian Nixon and Fred Kohler and James Rennie. Truly, a Stupendous Cast. He Rides Out of the West and Into Your Heart! When Richard Barthelmess Makes Love the Whole World Sighs! en Tee ‘ie t-._ er Titan Love.’ © Below is copy which will be effective, signed by Rich ard Barthelmess. A facsimile of the signature of the star is available in cut or mat form. Have your printer set up the copy as if done with typewriter. Enlarge your mailing list, because everybody is interested in everything Barthelmess does, and each ecard reaches not only the head of the house to whom it is mailed, but mother and the kids as well. My dear friend: Because I believe “The Lash” to be the most colorful picture I have ever made, filled with the sort of adventurous romance that everybody likes—I am inviting you to come to the Theatre during the engagement, in the belief that a film which gave me such pleasure in the making, will afford you as much, in the way of real red-blooded entertainment. Very sincerely yours, LOVE eat (Signature is available at your local exchange.) Cut No. 27 Cut 20c Mat 5c A GOOD TRAILER does to a_ prospective patron what the smell of ham and eggs frying, and coffee bubbling, does to a man who hasn’t eaten for three days. A GOOD TRAILER does to a fan what the wail of a fire siren does to a small boy—or the news that a fight is in progress just around the corner. ; A GOOD TRAILER is the one First National has prepared for you, to herald the coming of Dick Barthelmess in his greatest fighting romance, “The Lash.” You can’t get it on your screen too soon! Questions and Answers (Unusual contest for schools or the public, use in programs or papers) 1. What Richard came as a waif to London and became Lord Mayor? 2. What Richard was called “The Lion-Hearted”’? 3. Who wrote “Poor Richard’s Almanac” ? 4. Who commanded the Bon Homme Richard? 5. What Richard (1864-1916) was an American journalist, playioht and novelist? —--~ _ —a _one of the world’s supreme paposers? 7. What Richard is the hero of George Meredith’s famous novel? . Which Richard of England was a hunchback? What Richard signed the Declaration of Independence? What great Richard played “Cyrano de Bergerac’? 11. What Richard was Protector of England, 1658-99 : 12. What Richard was an American poet, philanthropist and editor of the Century Magazine (18811909)? 13. What Richard is star of “The Lash’? 14. What producer did “The Lash”? 15. Where is it now playing? ANSWERS: — 1, Whittington; 2, Richard I of England; 3, Benjamin Franklin; 4, John Paul Jones; 5, Richard Harding Davis; 6, Wagner; 7, Richard Feverel; 8, Richard III; 9, Richard Henry Lee; 10, Richard Mansfield; 11, Richard Cromwell; 12, Richard Watson Gilder; 13, Richard Barthelmess; 14, First National Picbasen ine, IA’ ther ie ao Theatre. (Offer prizes of tickets to “The Lash” for first ten correct answers.) MAKE YOUR OWN THROWAWAY_THAT THEY’LL READ! For an inexpensive but seat-sellin For style, follow Ad No. 1 with similar copy and set-up. Fora small investment you will have a piece of sales copy sure to arouse audience interest and sure to bring in g throw-away use this cut. the thousands of Barthel mess fans. (See Page 15.)