The Last Alarm (Monogram ) (1940)

A Contest Idea, Based On Novel Bait For Older Fans! “The Last Alarm’ is the story of a fire chief who is retired at age of 60, and becomes bored with his inactivty. Eventually, he is called upon to catch a mad arson killer when younger men have failed. This is an interesting premise — AFTER 60, WHAT? There are thousands of men over the age of sixty who have retired, voluntarily or involuntarily. What happens to them, what do they do, what are their hobbies? This slant has the makings of a keen human interest feature or a contest in your local paper — limited to men over sixty. In explanation of contest, you get your plug for “The Last Alarm” — and can furnish stills of J. Farrell MacDonald from pix for illustration. FIRE TIME BOMB DISPLAY WILL HAVE THEM GASPING! Here is a stunt that will clock, a few batteries, stop the fans in your lobby —_ wires, and an old box... and tease them into seeand some display lettering ‘The Last Alarm” — if you use it in ing are all that are necessary. WATCH OUT / THIS 1S A TIME BOMB.... USED TO SETA CITY ABLAZE f Mount this advance of phony: ttre your showing. nes eke pe A fire time bomb that explodes is the play with copy along lines suggested in RED b HOT “THRIL L5/ FLAMING EXC /TEMENT/ device used in thie: filme illustration. It INSURANCE COMPANY TIE-UPS MAY RESULT IN CO-OP ADS AND BALLYHOO AID! Because of the fact that arson motivates the plot of ‘The Last Alarm” you have a natural tie-up with fire Show them a synopsis of the story or arrange a screening if you have insurance companies and underwriters. time so as to secure their cooperation. This is possible in many ways. Through ads in newspapers suggesting fans see “*The Last Alarm” and then insure their homes against similar fate. Through distribution of direct mail brochures as illustrated here. They can print up INSURE YOUR HOME AGAINST FIRE THE LAST ALARM AT STATE THEATRE WITH WARREN HULL + POLLY ANN YOUNG ge pe pe FI2E IWS. ATI ene I a quantity of fac MAIN STREET simile insurance forms plugging pix, of which a number can be given away by theatre in lobby. And don’t neglect possibility of window displays — insurance companies may be able to get you valuable windows in town (other than their own) for timely exhibits on the fire menace. Dramatize VULCAN — God of Fire—and A Killer's Idol! artist draw Vulcan. Still No. 6, showing the mad murderer with a statue of Vul In mythology, Vulcan is a Roman God o£ Fire. In “The Last Alarm” he is the idol start fires ragThe LAST ALARM ing throughout | WARREN HULL POLLYANN YOUNG the city, and you can adapt this angle for an effective display. An old dollar alarm explains itself and will forecast the thrills theaetore an store for fans who see ‘The Last Alarm.’ This is a good, inexpensive stunt. of a killcan in his er witha | _, hand, twisted BZ will come brain \2 in useful who wor/ | for this ships — display. him and «ss Get starts GOD OF FIRE across £ireS AS A WORSHIPPED BY the drasagrice rretrigeg thd | matic OUF BRAIN.... WHO content locals (“KILLS BYFIRE IN of the high 7ST | picture school or LA ARM in your college AL cop y professlant... sor may it sells be able to loan you a statue of Vulcan which you can display along the lines suggested in the illustration. Otherwise have it as anintensely thrilling drama of an arsonist who is a mass murderer — a new type of public enemy.