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

EXPLOITATION Arrangements have been made between First National and the Lux Soap people for a co-operative tieup. Get the list of your official loeal dealers and other information by writing to the divisional headquarters of Lever Brothers Company at: Cambridge 39 Massachusetts 370 Seventh Ave., New York City, N. Y. 2206 Chestnut St., Philadelphia Pennsylvania 1101 Merchandise Mart Bldg., 222 North Bank Drive Chicago, Illinois 210 West 8th St., Kansas City, Missouri. Matson Building, 215 Market St., San Francisco, California. 313 Bona Alln Building, Cor. Spring and Luckie Sts., Atlanta, Georgia. 707 Peoples Trust Building, Cor. 4th Ave. and Wood St., Pittsburgh, Pa. Book Building Detroit Michigan 1708 16th Avenue, Denver, Colorado. Marquee Staccatos A RECKLESS LADIES’ MAN DEMANDS THE RIGHT OF WAY A MAN’S SOUL BONDED TO DEVIL AND ANGEL ONE WOMAN FORGAVE— ONE WOMAN FORGOT A MAN WHO LOST EVERYTHING BUT THE POWER TO LOVE WHO COULD PICK THE RIGHT OF WAY AT THE CROSSROADS OF LOVE All-Talking Trailer Aided by one of the most beautiful North Woods backgrounds for a locale, the all-talking trailer for Sir Gilbert Parker’s play, “The Right Of Way” strikes one as_ being uniquely outstanding in its impressiveness and advance salesmanship. In advertising mediums, it is doubtful if there is even a near equal for its exploitation value. Exhibitors will find it an attraction in itself and should accord it a place of prominence on the program. Start running it early and watch the favorable comment it creates for “The Right Of Way”. Poster Cutouts Posters on “The Right Of Way” will be found to be especially adapted for attention arresting cutouts. When neatly executed, this display medium is second to none. In tie POST CARD Copy is furnished here for post-cards that should derive the benefit of your full mailing list. unusual appeal. intimate, personal solicitation, the than through most any other form of advertising. Dear Friend: This is a reminder to pick your route, start early and take your place in “The Right of week. This is mighty timely advice, because thousands are bound to flock to see Sir Gilbert Parker's famed hero of fiction ‘Beauty’ Steele, the reckless ladies’ man whose soul was bonded to both devil and angel. Sincerely yours, It carries a message that is bound to have an As is always the case when the patron receives that Here is an angle that your Police Dept. will take kindly to, as it ties right in with their efforts to acquaint automobilists with local traffie regulations, Secure from your Traffic Dept. a set of traffic rules and laws, condense same into numbered excerpts, especially the paragraphs which explain when the motorist has “The Right Of Way.” Have these excerpts printed on one side of cards with the bold caption— OBSERVE OUR TRAFFIC RULES BE SURE YOU HAVE “THE RIGHT OF WAY’ On the reverse side carry the message of your “The Right Of Way” engagement with instructions regarding right and left turns when motoring to your theatre from each direction. You might also tie this stunt up with some garage or parking space near theatre and share cost. Have these distributed daily and placed in windshield of all parked ears. You might even arrange with friendly traffie officers to take a few and hand them to motorists that give evidence of lacking traffic regulation knowledge. Street And Teaser 7 Stunt Here is a combination street and teaser stunt that will prove to be very effective. Have your printer make up ecards with the following copy: Hands Indicate . “The Right Of Way” Between the lines of copy there there is a hand that indicates the way. It will be necessary to print these cards with the hands pointed both ways so that the cards may be placed on the right and left hand sides of the streets. _These cards may be placd on fences, poles, windows, or any place that will indicate the road: to the theatre. Teaser Copy is furnished for a teaser billing campaign that to be genuinely effective, should be inaugurated several days prior to your regular announcements of picture coming. To gain this desired effect and to create the maximum of city-wide curiosity and comment, refrain from mention of theatre or playdate in copy. ON (opening date) WE WILL ANSWER THOSE WHO ALWAYS DEMAND “THE RIGHT OF WAY” up window trims these find a ready welcome where the ordinary showeard and accessory would be barred. They have a real selling value whereever used—in your lobby, on the marquee, or over the entrance they sell tickets. The dramatic force of this powerful drama is told in these posters and their appeal doubly accentuated when cut and mounted. CAMPAIGN impression created is far greater Way” leading to the Strand next The Management Newspaper Contest Here is a chance to start newspaper discussion on a topic that has often come before the publie when cases of ‘returning from the dead’ has occupied the front pages. In “The Right Of Way” the hero of the story is supposedly killed and has been declared legally dead. In the meantime his wife remarries, much the same as in the famous Enoch Arden story and the husband returns years later. Unlike Enoch Arden, ‘Beauty’ Steele attempts to acquaint his former wife with the fact he is alive, although it means destroying her happiness and the love of a devoted mate. The brother of the woman in the ease, fails in his pleading to go away and remain ‘dead’ and following Steele into the woods, kills him to protect his sister’s happiness and good name. Make this episode the basis of a contest conducted through the columns of your local newspaper. Offer prizes of theatre tickets for the best answers received daily to the question “Who Had The Right Of Way”. Give the facts in the case and ask for written opinions on the subject in not over 100 words. With each day’s story, publish the winning letter together with a scene cut from “The Right Of Way.” The Northwoods locale suggests one decorative angle if evergreens are plentiful in your vicinity. Cut down a supply sufficient to mask your sidewalls, box-office ete., leaving openings of course for art-panels ete. If conditions will not permit decorate all frames, box-office and art panels with twigs and small branches of evergreens. : Another idea that ties in the title, is the placing of sign posts up and down your lobby, at entrance and at either side of box-office, each bearing hand pointing to proper direction for patrons to enter or exit with caption “The Right Of Way.’ Helbros Watch : Tieup We have ealled attention many times to the big national tieup with Helbros Watch Company. They have made up a beautiful LORETTA YOUNG MODEL wrist-watch that is in great demand from coast to coast. There is a Helbros dealer in practically every town and you have an opportunity to put over a corking exploitation feature in connection with this tie-up. Write to Mr. Samuel J. Baril, Helbros Watch Company, 48 West 48th Street, New York and he will put you in touch with their dealer in your territory. Full campaign material will also be mailed you and a proposition outlined whereby you can cash in on a live wire cooperative stunt. Herald Stunt This unique method of distributing heralds has met with gratifying suecess in all situations where exhibitors have followed our suggestion in the past. We continue to recommend this splendid exploitation unit, owing to the unusual teaser value involved and the decidedly increased comment the picture will command, when public attention has been brought to the same in this manner. Copy is furnished here for the sealed envelopes which should enclose the regular imprinted herald. EVERYBODY WANTS THE RIGHTS OF WAY LEARN HOW, WHEN AND WHERS YOU CAN ENJOY THIS PRIVILEGE What Anagrams Are: Anagrams is a game or contest in which the participants are asked to insert an additional letter into a given word, mix all the letters together so that they spell an entirely different word. How To Use Them: Anagrams make excellent newspaper contest material, as contestants are required to buy the paper to get the coupon on which to fill out their names. The answers are delivered to your box-office. What They'll Do For You — — — Build you an excellent mailing list. Get you unlimited publicity. Put you in right with your newspaper. Build your weakest day or matinees. (You can give one ticket to each winner for matinee only and he’ll undoubtedly bring a friend with him). If used as a program feature, anagrams will get you wider distribution and bigger reader interest. A FIRST NATIONAL SERVICE an elaborate trim of this nature, |. Can You Solve These Anagrams! Free Tickets To See. “The Right Of Way” To the First Fifty Correct Answers Write the answer in the last column; sign your name and address, hand it to the cashier of the Strand Theatre between 10 o’clock and 1 o’clock today, and get your free ticket to the greatest out‘door story ever filmed, with Conrad Nagel, Loretta Young and Fred Kohler in the leading roles. Mix CLEAR with an I and get some swell dessert. Mix CABLED with an E and get a revolution. Mix CREEPS with a T and get something sharp. Mix BEARISH with a B and you are less neat. Mix SPIDER with an A and get baby some clothes. ANSWERS Eclair Debacle Sceptre Shabbier Diapers Page Five