The Last Ride (Warner Bros.) (1944)

EXPLOITATION Title Keys Two Important Citywide War Safety Drives ® FIGHT BLACK MARKET Fight The Rubber Tire BLACK MARKET This scene from “The Last Ride” shows ‘black market’ tires keing patched together to look like new. _ A Ride on ‘Black Market’ Tires May Be “THE LAST RIDE’ SE Murder in the back seat on “THE LAST RIDE’’ — STRAND Print a quantity of 14” x 22” posters, as shown above, and on each mount still “LR 14” from your Vitagraph Exchange set. Place these in store windows, defense agencies, on poles, fences and billboards, and in all garages and service stations. ® CONSERVE WAR TIRES TAKE GOOD CARE of your WARTIME TIRES This scene from “The Last Ride’’ shows how a worn-out tire may mean death. Check Tires Regularly! A Ride on a Bad Tire May Be “THE LAST RIDE’ SE Murder in the back seat on “THE LAST RIDE’’ — STRAND Print a quantity of 14” x 22” posters, as shown above, and on each mount still “MW 4° from your Vitagraph Exchange set. Place these posters in automobile accessory store windows, garages, service stations and local ration board offices. Additional quantities of the stills shown above may be ordered at 10¢ each from Campaign Plan Editor, 321 W. 44 St., N. Y. 18, N. Y. Follow Thru With... LOBBY DISPLAY ‘BLACK MARKET’ Dig into your local newspaper’s files (also your police department records) for “‘wanted” posters and news clippings about the operations of any local black market tire rings. Prepare a display of this material in lobby around a blow-up of one of the ads shown on opposite page. Add stills and posters to plug your playdate. LOCAL MAGISTRATE WARNS BLACK MARKETEERS — Suggest to your local magistrates that any or all persons convicted of black market operations be “‘sentenced”’ to see “The Last Ride” as a warning on the consequences of their misdeeds. Newspapers cover the “sentencing” to report the warning to all per-~ OLD TIRES FOR LOBBY EXPOSE Borrow a number of scrap rubber tires from local scrap yard for display in your lobby as a warning against buying tires from the ‘black market’. Here’s what you do: Make several disc cut-outs of action still enlargements from your Vitagraph Exchange set and place them in the “holes”? of the tires. Array the tires in series along lobby wall and above it place a display sign reading: “DEATH ON ‘BLACK MARKET?’ TIRES. .. . Murder rides in the back seat on THE LAST RIDE when you buy tires from black market operators. Why? Because these are the kind of tires the black market patches up to sell to unsuspecting buyers. It’s dangerous! It’s illegal! See the whole scheme exposed in Warner Bros.’ THE LAST RIDE . . . starting Friday.” Also arrange for similar displays to be set up in ration board offices, or photograph your display and place this photo on display there instead. STREET BALLY Park an old, dilapidated car in front of your theatre, or at an important intersection, with a display sign eading: ‘*Do not collect this scrap... . I still haven’t taken THE LAST RIDE. I have gone to see ‘The Last Ride’ at the Strand.” INSURANCE COMPANIES Arrange with automobile insurance agencies in your town to prepare window displays and newspaper ads based on the tie-up line: “Protect yourself against THE LAST RIDE... ABC Automobile Insurance.”’ Displays feature actual auto wreck photos plus scenes from your playdate. | Make Up Your Own Herald DEATH ON WHEELS! (Ad 202) Murder Takes a Back Seat on “THE LAST RIDE” NOW — STRAND THEATRE — 7 DAYS Suggested at left is a 6” x 9” herald which can be printed locally at little cost. Key art for this giveaway is provided by ad mat 202 shown on opposite page. Plus These Teasers: 1. Print a number of imitation “tickets” for placing on parked automobiles which read: “This is THE LAST RIDE ... You are hereby summoned to appear on (date) at the Strand Theatre to be thrilled by the first inside story of the sinister Black Market racket in stolen tires. See Warner _ Bros.” ‘The Last Ride’ now playing at the Strand Theatre (date).” ' 2. Print a teaser giveaway in conjunction with the local serap drive which reads: “After THE LAST RIDE... Drive. In the meantime get all other scrap you can turn your car into Ourtown’s Scrap for collection on (date.)”’ Add picture and playdate credits.