The White Angel (Warner Bros.) (1936)

THE WHITE ANGEL EXPLOITATION | | Here Are A Number Of Ways Of TELLING THE SPORT ENTHUSIASTS If you're playing this picture during the summer, you'll want to contact folks wherever they play. So we've suggested these stunts, many of them institutional, to give you a coupla ideas on how to let ‘em know: PLUG ON BEACH UMBRELLAS There's no reason, is there, why you shouldn't make use of a few of the umbrellas that are in such great favor at the beaches? We'd advise tacking your playdate on some of them. Set up in the sand, they're bound to be seen and read by the crowds. And if there's a sand artist ‘round your way, be sure that he gives his impression of Kay Francis as Florence Nightingale for the benefit of the onlookers. PLUG VIA TROLLEY AND BUS Trolleys and busses will be carrying crowds to the beaches, parks and golf courses. So any cards you can get on them be reaching a good sized prospective audience. CONTACT CONCESSION MANAGERS There are plenty of reasons why you should speak to concession managers for tie-ups. After all, you can supply ‘em with imprinted napkins and drinking cups . . . Just another way of telling the bathers. PLUG VIA BEACH'S P. A. SYSTEM Many beaches have P. A. systems that pour out music for the benefit of bathers: If local resort boasts of one, see manager about getting permission to use it once in a while to plug your show. SAILBOAT CARRIES PLAYDATE If you can borrow a sailboat for a coupla days, why not put your playdate on the sails. Then all you have to do is to sail close to shore where the bathers are most numerous, and let 'em see your plug. If it's impossible to get hold of a sailboat, maybe you'll be able to get === permission to hang up a wall banner on one of the rafts or floats anchored off shore. USE HANGERS AT THE BEACHES When your man is out distributing doorknob hangers, tell him to be sure to visit the beaches. Parking spaces and streets near the swimmeries are bound to be crowded and it'll be a cinch to let a flock of car owners know about your show. TACK UP YOUR WINDOW CARDS When you go to the beach, take along a few window cards. Maybe you'll be able to fasten 'em on waste baskets, and tack ‘em on poles, or there might be a chance of putting them on hot dog and refreshment stands around the beach. DON'T FORGET THE GOLFERS While you're looking over these stunts, bear in mind that many of them can be used on golf courses. For example, you can give out wooden tees which are fastened on cards containing your imprint. Or if you can offer ducats to best score for the day. AND REMEMBER THE TENNIS FANS Most of the stunts on this page can also be used on tennis courts, so don't forget ‘em when you're ballying. And remember that most courts frequently hold tournaments, which offers a good chance to tie up on this angle. Page Twelve EDITORIAL FOR PAPER Show this editorial to your editor. It's intelligently written—doesn't plug film too blatently ... and makes interesting reading. He may like it enough to use it. Every once in a while Hollywood does something to justify its own existence and a motion picture emerges that does more than cater to the public's desire to be amused or entertained. Historical events have frequently been made the background of screen romances, but it was not until Warner Bros. shattered all motion picture precedents by producing the first authentic film biography ''The Story of Louis Pasteur" that the industry really became of age. It is an open trade secret that Warner Bros. expected to lose a large sum of money with "The Story of Louis Pasteur.'' So called wiseacres insisted that a picture without a romantic interest, devoted to the faithful telling of a story of scientific achievement would never receive popular support. It is to the credit of the motion picture patrons that they did support the Pasteur film in such numbers as to encourage the producers to bring out a second film biography this time the life story of Florence Nightingale. No woman's work has ever meant more to humanity than did that of this gentle bred English girl who raised nursing from a most menial task to a profession of dignity and standing. From her work in the Crimean war grew the great Red Cross of today. She established the first training school for nurses in England. She fought with prejudice, ignorance, apathy and antagonism and conquered them all. She made the nurse the “right arm" of the physician— she made nursing an integral part of the practice of medicine. The picture which is called "The White Angel" is now being shown at the ............:ccee Theatre. It should be seen by every thinking adult, and certainly by every pupil in the public schools. These youngsters will learn more about the early Victorian era, about the war in Crimea and the founding of the British Empire in an evening than in months of study. Pictures such as "The White Angel," true to fact in every detail, dramatize history—they make the characters, otherwise simply text book names, actually live and breathe. The spectator knows them, suffers with them, rejoices with them. History becomes not a task, but a joy. We congratulate Warner Bros. for having courage and vision to produce a picture such as "The White Angel’ and we congratulate the motion picture public for supporting it. FOR YOUR STORE TIE-UPS Here are two stills for use in store windows or co-op ads. Sport jacket worn by lan Hunter is Still No. [IH 14—White suit is Still No. DW 122. They're priced at 10c each and available from Campaign Plan Editor, 321 West 44th Street, New York City.