The Secret Bride (Warner Bros.) (1934)

SAT ee In this column are reprinted exploitation ideas of institutional or ‘policy’ nature currently in use in the field. They are provided as an additional merchandising aid for use on this and future productions. To those exhibitors who keep us informed of their activities, our thanks. Additional correspondents are welcome. Yowsah, if you'll pardon our Southern accent, those Southerners sho’ do keep thinkin’ ’em up. We’re thinking about the tie-up pulled by Bill Hendricks of the Warner Theatre in Memphis, Tenn. Stunt consisted of a tie-up with local radio station, whereby station broadcast a weekly “Theatre of the Air.” Program consisted of several musical shorts, highlights from the newsreel, and the trailer on his coming picture, all broadcast directly from theatre’s projection room. Program goes on every Sunday afternoon, and from what Bill reports, the town can’t wait °till the “Theatre of the Air” comes on each week. ‘And it doesn’t cost me a penny,” crows Bill. How’s chances in your town? On The Airwaves With Hendricks —“‘Sweet Adeline’—your Christmas Carol— Work Works It With Unique Ads Cliff Work, who guides the destinies of San _ Francisco’s Golden Gate Theatre, planted a novel type ad recently, and judging from the turn-away business he did, we thought you might try one like it. Copy read: “IF I WERE DICTATOR I would command every theatre-goer to see _.__.____------------------------------(list of current program). But since I’m not dictator, I can only guarantee a refund to anyone who doesn’t think it’s GRAND ENTERTAINMENT!” —How About Your Stunt?— And Jim McCarthy Manager Jim Says It With Flowers McCarthy of the «Strand, Hartford, Conn., believes that a good showman should “Say It With Flowers.” So he hied himself to the biggest florist in town and didn’t leave until he was promised a window display. Lo and behold, the week before opening, a large basket filled with flowers was placed in the center of the most prominent window. To this was attached a giant delivery card reading, ““To be delivered to (name of star), star ON oii tn toni rannas. @COME 10 The Strand Theatre.” Stunt looks easy when you have a personality like Stanwyck to tie-up with. —Use the Warner Trailers— We’ve been telling you what to do and how to do it for so long, we welcome a few items on what not to do. The following “don’ts” for managers, are relayed by Lionel Keene, Loew’s Southern Representative, to the M.P. Herald. When making tie-ups, don’t let your picture plug be overshadowed by the product tied-up. In most cases, you should get at least 50% of the publicity. And don’t let your window cards and stills remain out on pictures already played. Most managers do. One theatre Mr. Keene came across didn’t have a single announcement in the hotel lobby, despite the opposition’s attractive ecards. Watch that one! Some theatres have their lobbies so cluttered up with “coming” announcements, patrons can’t tell what’s coming next. Keene Suggestions On What Not To Do In the February issue of Picture Play magazine, on sale at all newsstands December 28, a contest tying in one of the stars of this picture is featured. No need going into the details; it’s all explained in the 11 x 14, two-color poster at the right. However, the importance of this contest to you can best be realized by the fact that contestants must see the picture in order to compete. And, besides being featured in Picture Play, the contest is also plugged in the other 18 magazines of the Street and Smith chain. The lobby card illustrated will be displayed on all newsstands, and will also be mailed to you to be exhibited wherever you think it will get the most prominence. For further information, write Mr. M. MacConachie STREET and SMITH 79 Seventh Ave. New York City MAGAZINE [| THE LAWYER ANGLE Warren William plays the part of a district attorney, who is faced with the problem of prosecuting the governor, his fiancee’s father. Send letters to local lawyers apprising them of this unusual situation. They’ll go for the picture, you can be sure. [| GUESSING THE BRIDES Your paper probably has photos or cuts of prominent local brides of the past. year or two. If they like the idea, they might run a series of these photos, inviting locals to guess the names of the brides of Scranton. One or two of the less prominent brides should be included to make the contest ‘tough.’ Of course, you get a mention of ‘‘The Secret Bride’’ in the stories. [| DEALER TIE-UP STILLS Dress Shops—B.S8. 339, 380, 302, 320, 370, 324. Bridal Gowns—B.S. 378, G.L. 68. Boudoir Accessories—G.L. 54. Sporting Goods—W.W. Pub. A54, Pub. A49, G.F. Pub. A15, A17, A21. Riding Habits—W.W. Pub. A40. Pet Shops—W.W. Pub. A, G.F. Pub. O. Magazines—G.F. Pub. A47. Florists—G.F. Pub. A29. Jewelry-——G.F. 163. Typewriters—C13. Hat Shops—B.S. 6388, 637. Stills are priced at 10c, on order from Merchandising Plan Editor, 321 West 44th Street. ... AND ANOTHER STUDIO STYLES TIE-UP The 150 Studio Styles dealers throughout the country will feature, in conjunction with the picture, the Glenda Farrell dinner dress, No. 986. The 18 x 25 poster illustrated at left, will be prominently displayed in the windows of all cooperating dealers, with the gown itself, and a large photo of OrryKelly, the designer. Of course, this includes a plug for the picture. Contact the Studio Styles dealer in your town. He already has the display material and is ready to cooperate with you to the fullest extent. For the Studio Styles store in your city, write Studio Styles, Ine. 530-7th Ave., New York Ctiy Page Seven