The Widow from Monte Carlo (Warner Bros.) (1935)

EXPLOITATION SHOWMAN’S CORNER Ed Siegal Records Davis Theatre in PittsBig Shots’ Laughs burgh can be pretty proud of a= stunt worked by Ed Siegal. He got 300 of the town's bigwigs to record their laughter on special records which were later used by cooperating radio station on a special program. Reports have it that stunt gave picture plenty of publicity and broke in radio and movie columns of all the dailies. —TELL US ABOUT YOUR STUNT— And here's an election angle from Epes Sargent, who writes an "Exploitation" for Variety. Idea is for folks to guess who the various candidates or nominees will be. Entry slips are handed out and patrons mark down their choice, wit tickets offered to those who guess the correct names. Of course, contest can be made easy or hard, depending on how many candidates they have to guess, so you can suit yourself in planning this stunt. —"CEILING ZERO" IS COMING— Sargent Suggests Election Contest Waltz From ‘‘Merry Rodney Toups of New Widow” Plugs Show Orleans State Theatre worked a stunt on an old picture that fits this film like a glove. Tieing up with one of the leading hotels, he had “a couple do a waltz from the "Merry Widow." The Master of Ceremunies gave the film a great plug in introducing the dancers. Why not see if you can't puil the same stunt fo plug "The Widow from Monte Carlo." —VITAPHONE SHORTS ARE TOPS— Ushers Help Davis Walter Davis, of Plan His Campaign the Capitol Theatre, Regina, Sask., finds success in holding weekly usher meetings. A picture is assigned to each man, they all discuss exploitation possibilities, and the result is that Walter has gotten a lot of good ideas from his men . . . And it shows him which of his ushers are wide-awake, and which just try to get by on a minimum of effort. —USE THE VITAPHONE TRAILER— Carry Streamers On Here's a_ suggestion Mirrors, Says Epes for getting the most out of your lobby: Mirrors are ideal places to spot streamers telling of coming attractions. Women almost always stop at the mirrors to straighten their hats and see if their make-up's O.K., and even the men generally sneak a glance at themselves as they leave theatre. So put your plug where most people will see it—right on the mirror! Of course, you'll paste 'em so that they don't shut off the glass completely, or the whole idea : spoiled. And then you can change it all the ime. —IS YOUR HEATING PLANT O.K.?7— Rivoli Theatre Plants On the film '"DanStooge With Amateurs gerous', the fast stepping lads at the Rivoli Theatre in New York pulled as fast-stepping a stunt as we've heard about in a long time. They planted a gal on one of the most popular amateur hours in town, who stepped up to do an impersonation of Bette Davis. She called Bette her favorite actress and slipped in a couple of mentions about the film which just happened to be opening the next day. To help the stunt along, announcer started to gag about it . . . which all helped to nab a couple of added plugs for the film. Think you can do something of the sort with local amateur hour? MONTE CARLO LUCKY NUMBER NIGHT Title suggests many gambling stunts, but here's one we think is a little out of the ordinary. Idea is to have a new idea in lucky number drawings at your opening, possibly calling it "Monte Carlo Night.'' You go about it in this way: PATRONS RECEIVE NUMBERS Week before opening, usher invites patrons to choose number between | and 100. He writes numbers on special slios and hands ‘em back to patrons. (Another way of assigning numbers is to hand out numbered heralds, telling patrons to bring ‘em to opening.] WINNING NUMBER SELECTED On opening nite, big lottery wheel is set up on stage. Just before feature goes on, one of town's celebrities gets up and spins the wheel. When wheel stops, all holders of lucky numbers are asked to step up and receive free tickets. Of course you realize that if you can get a wheel with more than 100 numbers on it, the less will be the chances of more than a couple of people winning. Tie-up With Pipe Shop “SMOKE A PIPE” Says WARREN WILLIAM Dolores Gag Spiel for Heralds In distributing heralds, you could have man handing ‘em out on street with spiel like this: "Here you are, folks! Read all about a night at Monte Carlo with ‘The Widow from Monte Carlo.' Here it is, folks, step right up and get your copy.’ If you've got the right kind of a spieler, there's no reason why stunt shouldn't go over. Now appearing with Del Rio in “The Widow from Monte Carlo.” Strand Theatre. Travel Agency Ties Up Film's stills of Monte Carlo's gambling casino, g y's window display, no? Copy tells all about the ''Widow''—and other sights in Monte Carlo. Print Invites & Cards Instead of programs, why not mail invitations to your patrons. Made up real swanky, they should look as much as possible like the real McCoy, inviting folks to see your show. Another angle is to print up calling cards, leaving ‘em under doors. Copy reads: "The Duchess of Rye called. She will be at the Strand Theatre all week in ‘The Widow from Monte Carlo’." Ad For Men’s Shops And whatever model or shape you like, you'll be sure to find just what you want in our collec tion. YOUR PIPE SHOP If smoke shop advertises in local paper, above layout may interest him. Still is No. WW 225 —10c from Campaign Plan Editor, 321 W. 44th Street, N. Y. C. ‘Monte Carlo Week” For a stunt the whole town can tie in on, why not a ''Monte Carlo Week?" Patrons making purchases at co-operating stores receive numbered coupons. Idea is planned so that it ends on night picture opens, with your theatre the locale for choosing of lucky numbers and awarding of whatever prizes co-operating stores have donated. Needless to say, stores carry window streamers and newspaper ads telling folks about "Monte Carlo Week,'' and tying up your show with the whole stunt. Find Perfect Hairdress With Del Rio as the inspiration, see if local hairdressers will tie up with search for hair FOR THE WELL-DRESSED MAN WARREN WILLIAM Now appearing in “The Widow from Monte Carlo” at the Strand Theatre, is the type of man to whom we cater. If you, too, demand the best in hats, coats or scarfs, visit our store aft your earliest convenience TOM’S MEN’S SHOP E ——hotels and heaches should make nice back dress that most perfectly suits the personality of its wearer. Co-operating beauty shops advertise coiffures that blend with personalities, illustrating with Del Rio stills. After this buildup, contest is held on stage, with city's bestknown hairdressers acting as judges. Although this ad is a general one, copy can easily be changed to announce special sale in hats, coats or mufflers. If men's shop is interested in tieing up, order still No. WW 152— 10c from Campaign Plan Editor, 321 West 44th Street, N. Y. C. Page Three