The Singing Kid (Warner Bros.) (1936)

We’ve tried — really — to vary our pressbook ideas so that every type of theatre can use some of ’em. But in looking over the campaigns sent into us from the field, we noticed that many of the smaller houses altered and varied many of our ideas in order to save the money necessary in putting over the stunt as suggested. Which prompted us in preparing this ‘Promotion of the Month’ page — which is designed for the small theatre man who hasn’t much of a budget to work with — if he’s got a budget at all. You big time theatre guys can skip right over this page — it isn’t for you. We figure on giving a page every month to easy-to-work, inexpensive ideas. None of those suggested on this page costs more than a few dimes. So tell us how you like the idea — and if you’ve got any suggestions or criticisms, shoot ’em in. We'll be glad to hear from you. NOVEL PROGRAM COVER ep FLATBUSH AVE. AT MIDWOOD ST. CENTURY CIRCUIT +--+ DIRECTION OF A. H. SCHWARTZ THE STAR OF THE WEEK IN THE PICTURE OF THE WEEK We've seen hundreds and hundreds of weekly programs put out by neighborhood theatres — and to tell the truth, all but comparatively few looked alike. First page carries theatre name and address along with a mat of a coming attraction. Inside spread and back page run along the same lines — with little variation. And you must admit, they aren’t the most attractive advertising pieces in the world. The mats usually don’t fit, being either too small or large for the page. But we did come across one that was just different enough to command attention — done by the very live Al Myers, who guides the destiny of the Patio Theatre in Brooklyn, N. Y. Using an attractive layout, he devotes front cover to a subtle but very convincing plug. The star of the week in the picture of the week. Smart gag—n’est ce pas? Inside spread and back page are made up of regular ad mats. Illustration above shows exactly how he’s going to plug this show on cover. Layout is the same weekly, only change being star, title and illustration. For these he uses 2 col. cuts of stars which are made available in the Warner Campaign Plans. USE STORIES AS DISPLAY Here’s how to make a costless lobby or front display. Look through the publicity section of this book and pick out the most interesting stories and scene illustrations. Paste these up on a display board, leaving plenty of space between stories. You'll be surprised to see how many interested readers you'll get. Stunt was worked on “Dream” with unusual success. Page Ten STENCIL ON SIDEWALKS Here’s a new sunt to the sidewalk stencil gag, one that won’t get you-in bad with the authorities. Instead of whitewash use plain water—and then when the policeman comes, a crowd which is sure to collect will see title and theatre name, written in water. GET YOUR STAFF PLUGGIN' Get your ushers, operator, ticket-taker, cashier . well, the whole staff together and give ’em a little pep talk about the film. You can go to town about it, because it’ll live up to whatever raves you give it. With enough encouragement from you, they could start the word around town that one of the finest musicals ever is acomin’. If they start two weeks before your showing, you should be able to get quite a word-of-mouth campaign going. Because figuring that you only have five people working for you — and each has at least ten friends — and then there’s the family — and then they tell their friends . . . you get the idea. You’ve started a chain-wordof-mouth campaign. IMPERSONATION CONTEST Jolson is a perfect foil for impersonators so you shouldn’t have any difficulty in getting entrants for a mammy singing contest to be held on your stage. When the boys get down on ’at ole knee and warble—you'll have plenty of entertainment for your customers. Winning voice called Jolson’s double and might do his stuff on local radio station, along same lines — you could also try to find the lad in town who hi-de-hos like Cab Calloway. USHERS IN BLACKFACE Not the most original stunt in the world, but still good for attention — is the one about blackfacing your ushers up to look like Jolson. Best time to do it is week before and during the run of the film. Add a sash or something with film title and playdates — and patrons will get it at a glance. TALK-A THIS-A WAY-A There’s a song in film called ‘I Love to Singa” and the lyrics go lova, springa, moona, etc. After the lads at the office previewed the film, this play on words caught on so quickly that before long the whole office was talking like this: “Have youa seena that booka I hada lasta weeka.” If you get it started with your staff, it could very easily spread around town — and it naturally ties in with the song . . . which is just what you want. If it goes big enough, you could even dash off a short story to the papers telling ’em that it all came about from a song which is going ’rounda and ’rounda. HARLEM SLANG CONTEST If you need an idea for a lobby contest, why not try this one — offering a couple of ducats for those who first translate the gibberish that’s ordinary conversation in Harlem. Here are the words — just the ones Cab Calloway used on the “Singing Kid’ set. Scat — Get a move on you. Gut Tempo — Slow, dragging syncopation. Stride Tempo — Moderately fast syncopation. Reefer — A Marihuana cigarette. Jitter Sauce — Whiskey. Swing — Rhythm. Jam Session — A few bands competing in swing music. Offay — White person. Truckin’ — A shuffle dance craze. Smoke — A cheap brand of gin and alcohol. Moocher — Someone who tries to get things for nothing. Hit the Avenue — Take a walk. Yeah, Man — Encouragement to an entertainer. Muggin’ — When singer improvises a song. YOUR POSTER CUT-OUTS From 24 and 6-sheets Cut-out shown above can be taken from 24 or 6-sheet, while the one below comes from the 3-sheet. Thre are plenty of uses for cut-outs, as you know if you’ve ever tried ’em ... and who hasn’t? Mounted on board, they can be set up in lobby, out front or on marquee. They’re brilliantly colored, so there won’t be any need for you to embellish ’em — unless you want to add that personal touch by giving them the ole flitter treatment. If you can use a lobby standee, the 3-sheet cut-out will do the trick. Back it up with heavy cardboard — and if you take a little time with your pasting and cutting, no one will know you roll your own. From 3-sheet