The Prince and the Pauper (Warner Bros.) (1937)

; : *. “THE PRINCE BOOK & CORONATION ANGLES DUUK & CORONATION ANGLES CORONATION BREAKS | MEAN CASH FOR YOU ———————— ee BOOK’S POPULARITY Is SWELL SELLING SLANT exploiting this angle. THRONE FOR LOBBY a aetna ictal 0 THE BesT SeAT FOR EN \ WHO | ‘ Ms An inexpensive but effective angle can be arranged by your artist. Have him build a compo board throne which stands conspicuously empty in the lobby. Large lettered caption reads: “The best seat for the coronation. But the best way to see the Coronation ceremony in this theatre.” USE TRAILER FLASH At the end of your news reel or short subject, flash the following: “Edward VI crowned King.” Then show your trailer on “The Prince and the Pauper.” Just a way to capitalize on the exceptional trailer brought out on this picture. CORONATION TABLEAU If you play a benefit for a church or charitable group, added interest will be obtained by having the members stage tableaux of the Coronation scene. Home made costumes will do, and many people utilized, which of course, increases sale of tickets. Pa ge Four Since “The Prince and the Pauper” is being released about the same time as the coronation of King George VI, exhibitors should take advantage of the tremendous parallel situations that exist in the film. The following stunts have been designed for the purpose of Coronation news stories have already assured an exceptionally appreciative public reception for any sales ideas tied up with it. NEWS UNDERLINERS _—<anansoinatiiiaiescnenaiaet en In your local paper, arrange for an underliner placed at the end of some news stories on the coronation. Brief copy goes something like this: “CORONATION; You can see the whole show at the Strand on. (Date) etc.” CORONATION SEATS enintS: seciost =~. embeeaie Run ads in your lobby and pass out heralds with copy like this: “Get your coronation seats at the Strand Theatre at no extra cost, etc.” A barker out front might help. SHOW ROYAL GEMS einen nese Some replicas or photos illustrating the royal jewels should make an interesting display. Copy explains that replicas of the illustrations are used in the coronation scenes in the picture. A swell collection, beautifully colored, is pictured in the March 15th issue of Life. DISPLAY BLOW-UPS Seine ne erent alia: Se Capitalize on the coronation news breaks by using headlines and blow-ups in the lobby. Illustrate them with production stills from the picture and ad copy. Caption reads: You can see the whole scene in ‘Prince and the Pauper’.”’ BREAKS AND STILLS <n tenimornenicumatig If you can get actual scenes of the real coronation from the local papers, get up a parallel display of news shots along side of stills from the film. “The Prince and the Pauper’”’ is one of the most fam ous of Mark Twain’s books, ups everywhere will be vit based on so illustrious a plans described below stre gles. Since the story takes masterpieces, it should be cooperation of book shops COMPO BOARD BOOK —eeeetnietinalidaiteeitpsanninenscesmssuagees, In your lobby an artist can set up a giant compo board book the pages of which contain stills and ad copy from the picture. An attendant turns the pages for patrons. FLYNN’S BOOK PLUGS pam allel slp tea Longmans, Green & Company, publishers of Errol Flynn’s new book ‘‘Beam Ends,”’ are distributing window cards plugging your star and film. Just another easy way of selling your show via book store windows — and another chance to build up a display with stills from the picture. TWAIN PENS SCROLL Mount a cut-out figure of Mark Twain, in an attitude of writing, on a dais. On a moving scroll which appears to be part of his paper, mount stills of the characters in the “Prince and the Pauper.” Slip in lines of copy between the stills along with name cards and descriptions. Seeeeeenemtntaeeapieeeas — ee —=— = ———————<—————— a —— and children and grown ally interested in a film masterpiece. The selling ss the book and author an. its place among American a simple matter to get the for stunts needing it. OLD EDITION PRIZE By offering prizes for the oldest edition of “The Prince and the Pauper” you can get up an interesting lobby display. Have the books open to the odd inscriptions that are often to be found in such copies. Under each book place credit cards and other interesting data. CUT RELIEF FIGURE errno ea A swell third dimentional effect can be achieved through the use of a huge compo board book from which figures of Flynn and the Mauch twins step into your lobby. Lights flashed from the rear will cast the figures into bold relief. Book can also be used on bally ~ truck. AUTHOR’S BUILD-UP crease siitaienictoeieneriagesneunan act Capitalize on Mark Twain’s tremendous following by getting prominent window displays in book shop windows. Build pyramid of his other novels and place the “Prince and the Pauper” at the apex. Copy reads: ‘The greatest of them all, now pictured at the Strand!” PRINT POST CARDS You'll get additional plugging by having your printer make up some post cards with plug on one side. Book marks for libraries can be counted on to fall into favorable hands. The whole thing can be worked as a co-op thus cutting cost. | | |