The Petrified Forest (Warner Bros.) (1936)

“THE PETRIFIED FOREST” TYING UP ON THE ENGLISH ANGLE Leslie Howard ought to be good for a few tie-ups on the English angle. For men’s stores, English drape suits, tweed ties, Duke of Kent collars and Harris tweed suits. Pipe shops can advertise English pipes, cigarettes and smoking tobacco. Jewelers could feature Sheffield silver. Of course, wherever you work your tie-up, you'll want copy in window or ads to tell folks that store is dedicating their offering of English goods to Leslie Howard. Below are two co-op ads to show store owners. If they can use ’em, still on left is LH 22, one on right is LH 66 — available at 10c each from Campaign Plan Editor, 321 West 44th Street, New York City. +S SES ESE BS SEA E ORDERING “As an Englishman, I Admire a Fine Pipe” Says LESLIE HOWARD Who stars with Bette Davis in “Petrified Forest,” now playing at the Strand Theatre. And if Leslie Howard were here in person, he would find plenty to admire in our store. We boast one of the most complete assortments of imported pipes and smoking tobacco to be found anywhere. | THE PIPE SHOP IMITATING STAR'S VOICE For stage or radio contest, why not let contestants try imitating voices of the two stars? If they want to enter as teams, get em to do scenes from radio sketch. Otherwise just give them speeches to recite. Ducats will do for prizes, eh? LOBBY AND FRONT IDEAS Film boasts stars worth talking about. Coupla ways you can do are via front and lobby displays. Don’t be bashful with stills and copy .. . telling patrons about Howard, Davis, Dick Foran, Genevieve Tobin, Humphrey Bogart and many others. CONTEST ON SLOGANS Can you plant a small contest in paper? Then ask folks to think up a slogan for your team to be known by—something like ‘The Screen’s Most ‘Dangerous’ Team.” You limit slogans to 10 words, offering ducats to winners and promising to use best ones in your ad copy. FREE RADIO SKETCH In addition to dramatizing scenes from the picture, the sketch also gives interesting questionnaire on Davis and Howard. Entire sketch is 12 minutes long, leaving you 3 minutes at beginning and end for picture plug. [f local station can use ’em, write to Campaign Plan Editor, 321 West 44th Street, and we'll send you a mimeographed copy for each member of cast by return mail. For that Leslie Howard touch WEAR HARRIS TWEED LESLIE HOWARD appearing with Bette Davis in “Petrified Forest.” now playing at the Strand Theatre. @ This Spring will find tweeds more popular than ever. Drop over to our store now, and be assured of a fine selection of suits, jack ets and coats, all made of imported Harris tweed. SAX MEN’S SHOP TIE-UP POSSIBILITIES ON HOWARD BROADCAST You probably know that Leslie Howard broadcasts on the Hind’s program every Sunday afternoon from 2 to 2:30, E. S. T., over the Columbia Network. If nearby station broadcasts the program, you'll find several ways of tying it up with picture. Below are a few suggestions you may be able to use: SPOT ANNOUNCEMENTS Try planting your spot announcements before and after program. It’s the logical place for them, ’cause all the Howard fans will be listening in, and they’ll be anxious to know that you’re playing this show. DEALER TIE-UPS Visit to local dealer of Hind’s Honey and Almond Cream won’t do any harm. Maybe you can work out window displays with stills from picture and samples of Hind’s various products. Copy, of course, tells folks to see picture and listen to program. Other dealer angles include co-op heralds and ads. STREET OR THEATRE STUNT This angle also needs co-operation from Hind’s dealer. He supplies samples, which you distribute on the street or in lobby along with co-op herald announcing program and picture. NEWSPAPER ADS A good spot to place an ad is on radio page on day of broadcast, telling folks to come and see Howard after hearing him, etc. Or, you might be able to promote the space from local Hind’s dealer. Exploitation e RADIO ANNOUNCEMENTS 1-MINUTE PLUG ANNOUNCER: This evening, after an absence of almost two years, (name of town) will see the screen’s most glamorous romantic team in their current success. Yes, Leslie Howard and Bette Davis, the team you loved so much in “Of Human Bondage,” are playing in ‘‘The Petrified Forest,” Warner Bros.’ sensational hit which opens tonight at the Strand Theatre. You thrilled to Leslie Howard’s mad devotion to Bette Davis in ‘Of Human Bondage” . . . Now you'll thrill to the strangest bondage two lovers have ever known! To miss ‘The Petrified Forest” is to miss one of the year’s finest pictures. Be sure you see it tonight. Remember, Leslie Howard and Bette Davis in ‘The Petrified Forest.” At the Strand Theatre tonight. 1-MINUTE PLUG ANNOUNCER: Everybody’s read about Les lie Howard’s tremendous success in ‘The Pettified Forest” on Broadway last season. Well, now you can see it on the screen, with Leslie Howard playing the same part he had in the stage production, and glamorous Bette Davis as his leading lady. And if you can believe what the critics have been saying, the picture is even better than the show. It’s playing now at the Strand Theatre, so be sure to go there tonight to see it. Remember, Leslie Howard and Bette Davis in Warner Bros.’ thrilling hit “The Petrified Forest,’ now at the Strand Theatre. 14-MINUTE PLUG ANNOUNCER: Remember the lovers who almost stopped your hearts with their thrilling performance in “Of Human Bondage”? Well, they’re now in a picture that will start your heart pounding again—a picture of love so exciting that it will leave you breathless. Yes, Leslie Howard and Bette Davis are back again, in Warner Bros.’ smash hit ‘‘The Petrified Forest,” now playing at the Strand Theatre. Go tonight to see Leslie Howard and Bette Davis in ‘The Petrified Forest.” AUTOGRAPHED PHOTO These miniature photos measure 4” x 6” and are printed on high grade paper. Price, including imprint on border on front, is $3 per M. By adding 50c per M to above price, you can have ’em numbered consecutively for use in some sort of lucky number contest. Order directly from: ECONOMY NOVELTY CO. 225 West 39th Street New York City Page Nine