They Won't Forget (Warner Bros.) (1937)

TICKER TAPE FLASHES COPY Wire service ticker appears in film quite often flashing important events in the story. Promote one of these from brokerage house or local newspaper and set up in lobby. It ticks off catchlines from the ads and some of the more important events in the film. For example: ‘‘Is Robert Hale Guilty or Innocent of the Murder of Mary Clay? See ‘They Won't Forget’.... They Won't Forget’ is a picture you Il remember as you remember the day you were married or the day your first baby was born... It grips your heart the instant it starts, and never lets go until the end!”’ SURPRISE FANS WITH THESE Some of the ads can be adapted for spot cards. On one side “‘eyes’’ are glaring at reader with copy: “Your Eyes Will Be Glued to the Screen’’—turn over—'‘‘And ‘They Won’t Forget’ What They Have Seen’’—Followed by theatre copy. Also, doorknob hangers can be used with this line: “Can A Knock On A Door Break A Woman’s Heart?—turn over—See ‘They Won’t Forget’ And Discover How A Woman Was Alone Against The World Merely Because She Answered The Door. Now Playing Strand Theatre.” EVIDENCE DISPLAY An “evidence” display in the lobby headed with ‘“Was This Man Guilty or Innocent Of The Murder of Mary Clay?” should have that certain effect on lobby patrons. Tack up an old dress, a bloodstained coat, surround it all with stills and copy. LOST: ONE GOOD MEMORY It doesn’t cost much and it’s effective— we're talking about a classifed ad gagged up to read: ‘They Won't Forget’ when it comes to the Strand Theatre on Wednesday as | have a very bad memory for dates. (Signed) .”’ ie \ TIE A LITTLE STRING You know the old one about ‘“‘tie a little string around your finger.’’ Cards made up with string ought to remind patrons about what ‘““They Won't Forget.” Or for your lobby a giant finger with a rope with line—‘‘Let this serve as a reminder that “They Won't Forget’’ is coming to this theatre on Wednesday. SPECIAL WIRE SERVICE TO THEATRES! WEEKLY VOTE RESULTS ON ‘““QGUILTY’’ OR ‘INNOCENT’ NATIONAL POLL Because of the widespread interest manifest in the picture, everybody is voting whether ‘Robert Hale” was guilty or innocent of the crime. Therefore have set up a central bureau to receive and disseminate results of votes polled in the nation’s theatres. The success of this depends greatly on the cooperation of every exhibitor who is asked to report the figures, either by wire or airmail. All you have to state is: 7,422 “Guilty,” 7,251 “Innocent.” Returns will be wired to theatres on request only. For all information address Campaign Plan Editor, Warner Bros. Pictures, Inc., 321 West 44th Street, N. Y.C. N. Y¥. STRAND GOES TO TOWN (| ) CONDITIONED BIG AND BOLD, like the picture itself, they put the title in tall block letters against a background bathed by indirect lighting. Panels right and left, and other displays circling from the sidewalk into the outer lobby are huge blow-ups of the ads. After this photo was made the Strand boys proudly tacked up blazing red panels carrying excerpts from those grand reviews. Everybody Is Voting ‘Guilty’ or ‘Innocent ase LL OT oe Mace tt You, too, will want to give your patrons a chance to cast their vote. In the left-hand box we tell about the national set-up for reporting how the nation is voting in theatres. Advance Displays ; Reproduced large enough so that your sign shop =U WONT FOMGE ETHER P : : y "TREC MONT FORGET is one, motion ean build the same for you. Actual size of the one on left is 6’ x 10’; the other measures 6’ x 12’. Ne niciey te able wo Eneek excitement of tH EY "Little Caesar EY WONT FORGET | Publicknemy THEY WON'T FORGET | L Am a fuetlio€ t THEY WONT FORGET “#2 ud Street” “You can add to Warner Bros. tong list of courageous: g unforgettable pictures THEY WONT FORGET” THEY WONT FOR E great achiev Cuiene ¢ <. THY WONT RORGET "G-Men™ THES WONT FORGET : Bullets or Ballots | THEY wor oe t STENCIL STREET CORNERS Impress title on their minds by stenciling corner sidewalks with easy-to-read letters giving title and theatre. Might try stenciling smooth walls and fences where you can get the proper permission. PRESSBOOK COVER IN LOBBY Take a look at the cover of this press book. Think you can spot it somewhere in the lobby? With a little doctoring it should serve as a smart advance plug. Surround it with scene stills and candid S..01s. STILLS IN TELESCOPE Set up a giant telescope in your lobby a few weeks in advance with a sign: “‘Look —The Stars of Tomorrow.” Inside of course will be stills of the younger principals of the cast with “They Won’t Forget’’ title plug. ANNOUNCE STARTING TIMES Picture is especially one of those that must be seen from the beginning to get full appreciation. Play this up in your ads by announcing the times that the feature will start. Add to this by setting up a clock outside with the hands indicating when the feature next begins. ENDORSEMENTS BY STAFF Get photos of your house staff, head usher in uniform, projectionist at work, etc. Group them on a display board with their endorsements. Title is particularly good for this type of plug, and if this stunt was not used before, it will look convincing. SERVICE THEY WON’T FORGET If your house takes pride in the special service and cozy surroundings it has to offer, then why not make up a series of institutional ads for your program or neighborhood paper. Dwell on the cooling system, the special service given to patrons by your ushers staff, or the pleasant atmosphere of the theatre itself. All copy is tied into the punch line ‘They Won't Forget.”’ LOCAL CELEBRITY CONTEST Collect a number of pictures of local celebrities who are not too popular at the moment but were outstanding names a while back. Get newspaper to run group with a few hints under each picture as to identity of face shown. Fans who get correct solutions for all illustrations are your suests at performance of film. CANDID PHOTOS OFF SCREEN If your newspaper has a candid cameraman, arrange to have him shoot pictures of the feature as it is shown on the screen. Provides excellent material for pictorial layouts and lobby display. The N. Y. Journal and Chicago American thought so much of it they devote a full page as a regular weekly feature. We have prepared a ready-to-use candid picture page for papers which would like to use this feature. See layout on page 14 for full details. ON THE STREET QUIZ From the Warner Albany go-getters comes an easy working idea for crowd attention in front of your theatre, and on the street. It’s a take-off of the “Man On The Street” and “Quiz Quiz’’ broadcasts. Only the way the Albany boys work it, it is not necessary to have a radio hook-up. The conversation is amplified thru loud speakers mounted on the theatre marquee or on a sound truck. To tie-in this picture ask people about events they won't forget. Those who've seen the picture can say if they think Robert Hale innocent or guilty; what they think of the new stars, Gloria Dickson, Edward Norris, Lana Turner, Allan Joslyn, etc. Page 19