They Call it Sin (Warner Bros.) (1932)

\ MORE EXPLOITATION STUNTS MILADY'S WHIMS COME TRUE In “They Call It Sin” Loretta Young wears a most complete formal wardrobe, all having been Out No.10 Out 45e Mat 15e Plant this on the Women’s Page of your local newspaper or blow-up for department store window. ‘*A Successful Calamity.” It Sin’’ with equal success. Story No. 1 Have you tried your luck at wordbuilding? This is one of the most popular games to sweep the country in months. People everywhere are being captivated by this unusual pastime. The (newspaper) and the (name) Theatre now offer the people of (name of city) an opportunity to participate in this game. Test your vocabulary. Take the letters in ‘‘They Call It Sin,’’ the title of the all-star picture with Loretta George Brent, David Manners and Una Merkel, which starts Thursday at the Theatre, and see how many words of four let Young, designed by Orry-Kelly Warner Bros. sensational studio stylist. ters or more you can make from 1. Here, Miss Young displays a light crimson velvet dinner pajama with full satin sleeves in the | them. identical shade. It bears also Lucien LeLong 8 influence in the lower waistline. The (newspaper) and the (name) PE This evening gown is of black net, flaring from the knees in a series of shirred frills of net. The same detail is repeated in framing the shoulders. 3. This extreme tea gown includes all the high points of fall fashion. The gathered sleeves start from tends to broaden the shoulders. 4. Miss Young wears this simple black velvet g ob hat with the tea at the left. the high waistline. FREAK SIN CONTEST Take advantage of the title by working a ‘‘They Call It Sin’’ contest in cooperation with a local newspaper, unusual contributions. offering passes as prizes for the most Use the publicity story below, inviting readers to sent in suggestions as to what they consider the most unusual ‘‘sins’’ established by custom or religious law in the far parts of the world. Start the contest at least a week in advance to get the breaks on publicity copy built “sand tha santryhnt’ Publicity Story No. I HOW WELL DO YOU KNOW YOUR SINS? 20 Free Tickets to the Strand for the 20 Best Examples of Freak Sins How familiar are you with unusual sins the world over? Sounds like a crazy question, even in these dizzy days, doesn’t it? But if you know your sins, here is a chance for you to see ‘‘ They Call It Sin,’’ a Warner Bros. picture free, when it Every people, every race, every ereed has its own peculiar idea of what should be ealled sin. To be looked upon as an honest man in parts of the Far East, you would be forced to do things that would make you an outcast in America. By the same token, a good portion of the earth’s population can’t understand how a person ean be friendly with dogs and still expect to get to Heaven. In Siam, for example, it is considered a sin to injure or show disrespect to a white elephant; certain Indian tribes in the Southwest forbid a man to look at his mother-in-law under penalty of Divine Wrath; many Oriental sects forbid prayer as contradictory to their fatalistic doctrines. It’s a big world and queer one, and there’s probably nothing which con ' tributes more to this queerness than the varying and various interpretations of a man’s moral obligations. opens at the Theatre. Volumes could be written on the freak sins under taboo here and there over the globe. In some churches, you have to wear a hat; in others, you can’t wear shoes. If you know of any stramge and unusual ‘‘sins’’ established by custom or law in the far parts of the world, or in your own country, send them in. For the twenty most unique and interesting suggestions, guest tickets for ‘*They Call It Sin,’’ the new Warner Bros. Picture opening at the will be awarded. Write briefly and to the point and get your entry in before midnight Thursday when the contest closes. Address your contributions to ‘‘They Call-It Sin’’ Editor, Herald-Tribune. Names of the lucky twenty will be announced in the News Tribune on the opening day of ‘‘They Call It Publicity Story No. 2 Freak Sin Hunt Holds Attention of City With no apparent ill effects on the city’s moral standards yet in evidence, was busy today hunting up new sins and ways of committing them. It’s not a new crime wave—not even a sin wave, if there is such a thing—but a novel contest which has the whole town scrambling for the 20 guest tickets being offered for the 20 best examples of freak sins, by Rees Theatre for the new Warner Bros. picture, ‘‘They Call It Sin,’’ which opens All you need to do is send an example of a freak sitn—the peculiar belief of some race or creed as to what should. come under the moral ban. For example, a Mohammedan considers it sinful to be friendly with a dog. Other sects, including many Christian, forbid the shaving of whiskers. The world is full of belief and superstitions equally as strange. Send your example or examples of freak sins in today. Simply write it out as briefly as possible on a sheet of paper and address it to the ‘‘ They Call It Sin’’ Editor of the You may receive one of the guest tickets for ‘‘ They Call It Sin.’’ The black velvet detail at the top of the bodice | Call It Sin’ at the Theatre are offering $10 in cash and lt is a pale yellow velvet. 25 pairs of guest tickets to see ‘‘ They USE WORD BUILDING AS MAJOR CONTEST STUNT With the tremendous interest in word-building now in vogue throughout the country, Manager Charles Albert of the Lake Theatre, Cleveland, arranged for a special contest of this sort on You can apply the idea to ‘‘They Call Albert tied-up with the Cleveland Plain Dealer on this stunt and planted the following publicity stories during the run of the contest: Call It Sin’’ to those Clevelanders submitting the longest and most complete list of words. ‘‘They Call It Sin’’ is said to be one of the season’s finest pictures. It is both modern and different. In it Loretta Young is seen as a modern small town girl who falls in love with David Manners, engaged to a different girl, When he leaves for New York she follows, after being cast out by her family. His engagement to the other girl, played by Helen Vinson, complicates matters. Loretta gets a job with a theatrical producer, becomes a well-known composer and eventually, after a series of dramatic climaxes, marries George Brent, upon whom she found she could depend. Prepare your list of words at once and forward it to the ‘Word-Building Editor,’ Room 406 the (newspaper) Bldg., when this contest closes. before Thursday midnight, a Story No. 2 Cleveland has already taken to the Rug Store Tie-Up Two exceptionally fine stills of a salesman showing rugs to Helen Vinson offer a natural tie-up with a rug store for counter and window displays. Here’s suggested copy for cards: ./ wtelen Vinson, featured in ‘They Theatre, learns how to tell a fine rug from an ordinary one ... Come in and let our experts show YOU.’’ Stills Nos. T.C.S. 26 and 27 from your Warner Bros. exchange. nation-wide craze of word-building. Only yesterday the (newspaper) and scare ee Theatre announced that they were offering $10 in cash and 25 pairs of guest tickets to see LorJetta “Young, George Brent, David Manners and Una Merkel in ‘‘ They Call It Sin’’ to Cleveland’s best word-builders, and already the lists are pouring in. The picture opens a week’s engagement at the Theatre tomorrow. There’s still time to participate in Book Tie-Up The picture, ‘‘They Call It Sin,’’ has been based on the novel of the same name which is published by Macaulay Company. A national tie-up has been arranged with this company whereby a special book jacket, advertising the picture and the book, dealer window tie-ups, and eo-operative displays have been prepared for your campaign on ‘‘They Call It) row night. Sin.’’ Contact your local dealer and get him to work with you on this cooperative idea. It is advisable to make your book dealer contacts well in advance of your run of the picture so as to enable your dealer to get his accessories from the Macaulay Company in time. this interesting pastime. Just see how many words of four letters or more you ¢an derive from the title, ‘¢They Call It Sin.’’ Mail your list to the Word Building Editor, Room 406, the (news| paper) Bldg., before midnight tomorFirst prize will be $5, second prize, $3, and third prize, $2. George Brent Georce Brent es Comins, to this theatre Radio or Stage ee Hook-Up in “THEY CALL IT SIN” -With LORETTA YOUNG and DAVID MANNERS DON'T MISS 1T.7— STi # 20 DAZE A natural tie-in with your local radio station is provided by Loretta Young’s role of chureh organist in the early sequences. There are probably several amateur organists in | your city and certain it is that any of them would grab a chance for a tryout on air or stage. “snd dont miss “A STRANGE SLANT ON GEORGE BRENTan amazing article in this month's AMAODERN SCREEN | 10° atthe Store Check up on the number of available amateur organists and arrange a series of guest programs, inviting each to play his favorite numbers on one night during the run of ‘‘ They Call It Sin.’’ Arrange with the local radio station to feature the winner, selected by a committee from the station, to be featured in a brief broadeast on the final night of the picture’s run. This stunt will collect plenty of publicity if put over in the right way. Each of the guest organists has an individual following which means extra receipts. Build it into a community affair and give the amateur performers a break with marquee, lobby and display ad billing. NAME yours. received by Kresge. tention. Address inquiries to: Story No. 3 Tonight at midnight is the deadline set for receiving entries on the (newspaper ) Theatre ‘Word If you still wish to enter the contest, your list must be postmarkec. before midnight tonight. j P-IWIL you have to do is ww wake the title of the Theatre’s latest picture, ‘‘They Call It Sin,’’ and see how many words of four let Building Contest.’ ters or more can be derived from it. Sit down now and write out your list and mail it to the Word-Building Editor, Room 406, the (newspaper). First prize is $5, second prize $3, and the third prize $2. Twenty-five pairs of passes will be awarded those lists judged the next best. The lists will also be judged by accuracy and completeness. ‘‘They Call It Sin’’ opens a week’s engagement at the Theatre today. o-—— Hundreds of word-building fans entered the Cleveland contest, which benefited the newspaper, by increasing its circulation, and the theatre, by increasing its patronage. ADVANCE KRESGE TIE UP Stran se slants on Ho / lywood s Read these amazing articles in MODERN SCREEN MAGAZINE ~ on sale inside LOf— This issue: ‘A STRANGE SLANT ON GEORGE BRENT. Don't miss 1st / * And See GEORGE too in “THEY CALL IT SIN” ewith LORETTA YOUNG and DAVID MANNERS At the 2 THEATRE Week of DAT Here’s a tie-up offering you a big window display in the section of town where it will do the most good. Warner Bros. have completed arrangements with Modern Screen Magazine and 500 Kresge stores throughout the country, which entitles you, with a little co-operation, to a window and counter display in the Kresge store in your town. All you have to do is get in touch with the local Kresge manager, have your artist draw up two cards as suggested above, and the display is Copies of the magazine story for the poster will be supplied by the store. Full information concerning the arrangements has been . Any question on this co-operative plan will be given prompt atMiss Pearl Honig, Circulation Department, Modern Screen Magazine, 100 Fifth Avenue, New Yerk, N. Y. Page Fifteen