The White Angel (Warner Bros.) (1936)

THE WHITE ANGEL f= 2-1 i A fF 1 Oe | FOLLOW-UP HIT TO PASTEUR’ ANGLES DISPLAY OF BOTH STARS INVITE PATRON COMMENTS TE) WHITE ANGEL Aaeen \\ PASTEU Since ''Pasteur,'' the public has become conscious of the entertainment and educational value of biographical films. In connection with this and also with this film, you could make up a lobby display, asking patrons whether they'd like to see more films along the same lines and what famous characters they'd like to see portrayed. Provide a table for writing and also a box to drop the items in. Announce that the suggestions will be sent to the Warner Studios. You could nab a little extra publicity by sending the results of this poll to newspapers with a short publicity story. DISPLAY BOTH REVIEWS lf film receives as good reviews as ‘Pasteur,’ you could make a display of reviews trom both films—with line like: "Compare the reviews of these two great films." STORIES COMPARE PICS When shooting publicity stories to the papers —it would be wise to send in a few comparing film to ''Pasteur.'' Since ''Pasteur'' was so universally acclaimed, it should help to make planting easier. TRAILER TO TELL 'EM To get over your trailer with the greatest effect—it would prove effective to tie-in ''Pasteur" with a special slide or trailer clip—using a from ''Pasteur,'' with copy along these ines: IF YOU THRILLED AT "THE STORY OF LOUIS PASTEUR" IF YOU WERE ENTRANCED WITH THE STORY OF A GREAT SCIENTISTS DRAMATIC DISCOVERIES... . . . YOU'LL GET ANOTHER BIG SCREEN SURPRISE WHEN YOU SEE THE LATEST TRIUMPH BY THE PRODUCERS OF "LOUIS PASTEUR." KAY FRANCIS, as Florence Nightingale in "THE WHITE ANGEL." NEWSPAPER EDITORIAL On page 1!2 you'll find prepared editorial comparing the two films and giving your show a big plug. Why not see if local editor is willing to run it. Page Four Here's the way to cash in on the popularity of "Louis Pasteur". Set-up on this page gives you a number of stunts which favorably compare this film to its predecessor. You'll doubtless be using this angle in your ads and publicity, but we just wanted to show you how simple it is to carry into your exploitation. ADS TO COMPARE FILMS In all your advertising, compare this film with "Pasteur.'' This angle could be plugged in ad underliners, teaser ads and spot ads. You might also plant an item in the "personal" columns, like this: FOR THOSE WHO WERE THRILLED at the "Story of Louis Pasteur.'’ Be sure to see Kay Francis as Florence Nightingale in "The White Angel" coming to the Strand Theatre Friday. TELL 'EM WITH LETTERS In all probability, most of your mailing list saw Pasteur’ and they'll be interested in seeing a film along same lines. Why not drop ‘em a card, telling about it? Copy for a card? Here y'are: Dear (name) Were you thrilled when you saw 'The Story of Louis Pasteur'? And did you wonder when another film equally as great would be produced? If so, you'll be interested in knowing that the Strand Theatre is going to present the dramatic and inspiring story of the life of Florence Nightingale—-namely, "The White Angel" starring Kay Francis. It starts next Tuesday. Management. SPEECH BEFORE TRAILER _ In order to stress the importance of the film, it might make an impression on the folks if you stepped out before trailer and made a short speech on the film (details to be taken from publicity section). You tell 'em how you're trying to present the finest screen material available—bringing in your comparison of this film to Pasteur." TWO GREAT CONTRIBUTORS TO THE WORLD OF SCIENCE... Interesting lobby display could be made by using stills of Muni as Pasteur and Francis as Nightingale, as illustrated. If you don't want to spend the money for blow-ups, you'll still get a flash even if you use 8x10s. CRITICS COMPARE FILMS When reviewers write those favorable reviews, suggest that they compare film to ''Pasteur'' for a feature story. Good idea for a yarn... and who knows but he'll thank you for the suggestion. TELL "PASTEUR" PARTIES It would be wise to contact all groups who saw "Pasteur''— and tell ‘em about this film. If groups had theatre parties at ‘'Pasteur,'' be sure to get after them for a repeat on this show. If you're stepping around to any club meeting, would be a good idea to get on your feet and tell 'em about film, stressing comparison to ''Pasteur."' SPECIAL HERALD TELLS Special herald could be made up locally, tying in film with ''Pasteur.'' Cut of Muni as Pasteur should be contrasted with illustration of Francis as Nightingale. Copy should be written on the ''Greater than ‘Pasteur’ '' angle. You'll find necessary copy in ad section of this book. TELL SCHOOLS & CAMPS Tell schools (if open) and camps about film. Kids were thrilled by "Pasteur"... and they'll be interested in any film that's like it. Via letters, ‘phone calls and personal talks you can get your message across. VOTE TO COMPARE FILMS Here's how you can have a lobby voting display for outgoing patrons—that will stress importance of film and at same time provide outlets for other publicity angles. Sign in lobby asks patrons to write on slip of paper which film they liked better, ''Pasteur'’ or "Angel." Of course, after a day or two of the voting, you announce via publicity stories in papers that ''Angel'’ is receiving far more votes than "Pasteur." Scoreboard in lobby keeps track of the daily voting and you make sure that "'Angel" is way ahead. % .