The Right of Way (Warner Bros.) (1930)

Cooperation Is The Keynote Of The Book Tie-up With Grosset and Dunlap ATTENTION ARRESTING BOOK-JACKET How To Exploit “The Right of Way” From The Book Angle Lobby Using book-jackets and enlarged facsimile of book as part of lobby layout. Street Bally. Have your sign artist make a large facsimile of the book with open space at top and bottom, so that it can be used by perambulator men for street bally. Book Prizes Offer copies of the book as prizes in any contest you may run in connection with the picture. Book Marks Arrange with your book dealer to supply you with attractive book marks for you to distribute to patrons and which ties in the book and sales message of the dealer. Endorsements Note how the stars and the title are played up in this beautiful jacket. Every book sold is an advertisement for your engagement. And once they read the story they cannot help but want to see the picture. Get together with your local dealer. Present local celebrities with copies and publish their written comments or excerpts from same in your ads _and in those of book dealers. Attractive Windows Assist local bookstores in securing evergreens as a special attraction for their window display. Supply mounted scene stills also. Clinching-Bock— Cooperation Yy 4 [igforeecion oF AeLaN | Here is a real argument that the exhibitor can give the book-dealer. (| Every single 24 sheet stand emblaz‘}oned along the highways, every poster that greets the eyes of thous;,ands, the barrage.of newspaper ads, in addition to many other effective advertising and publicity units that feature a book title is as much of a || sales campaign on the book as it is for the photoplay engagement at the theatre. This tremendous amount of advertising, does not cost the dealer j}one penny, yet with a ridiculous ;;minimum of expense he can cash in -}on the same. An exclusive window display of “The Right of Way” photoplay edition with attractive supplementary trim, tying in directly with the the;}are campaign, cannot help but prove (| of definite value to the bookdealer. It establishes this particular merchant as the headquarters for the popular book that have been importantly picturized. A screen presentation as impressive as “The Right of Way” is bound to create a big demand for the novelized version. By cooperating day and date with the theatre engagement, this demand can be accentuated and all live merchants will realize it, if this idea is sold to them in just this way. DOOR-KNOB “Get out of my. sight! Why, yow’re “Why am I not the one that you as guilty as Hell’’!. Cut No. 12 Cut 20c Mat 5c A Frank Lloyd Production Cut No. 13 Cut 20c Mat 5c with A tie-up of this nature is of unA Frank Lloyd Production CONRAD LORETTA limited benefit to you and is worthy with of going after in a big way. NAGEL . YOUNG Cooperation is the keynote! ae nee KOHLER What Grosset & FRED Dunlap Will SupKOHLER This unique advertising medium is called to your attention, owing to ply to Their. Dealers Special campaign folio, its extreme economical value. The accompanying illustration shows how it is used. The same not only safely protects the enclosure but provides for a headline or teaser message on the outside. It insures IMPORTANT! Get This The moment your playdates are set notify SAMUEL JENKINS, Grosset & Dunlap, 1140 Broadway, New York telling how to put over this tie-up to mutual advantage. Supply of book jackets illustrated on this page. Beautifully colored display card 14 x 22. Window streamers, sug One Over If you coperate with your local book dealer to the fullest extent, he will undoubtedly allow you to insert heralds on “The Right of Way” in every book sold during your 100 percent distribution of all heralds, throwaways, advertising novelties and can be sealed. IT HANGS SECURELY ON THE DOOR-KNOB, attracting undivided attention. | This Door-Knob Envelope is ideal for use in the “Herald Stunt” idea furnished on this page. ORDER THESE DOOR-KNOB ENVELOPES DIRECT FROM CHANIN ADVERTISING SYNDICATE, Inc. 276 West 43rd Street, New York, N. Y. The following grades and sizes are recommended. gestions for effective engagement and previous to it. This Kraft 20 Ib, No. 6% (Size 35% x 6%) and you can be assured ||| tin dozw displays. arrangement is applicable not only| Price 5 to 9M $6.00 per M.—10 to 24M $5.00 per M. of 100% cooperation. Cooperation ! to “The Right of Way” books but} Kraft 20 lb. No. 10% (size 434 x 934) Page Four every other novel he sells. Price 5 to 9M $6.50 per M.—10 to 24M $5.50 per M.