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

FEATURE STORY FOR LOBBY Full page feature. story included in this book can be basis for costless front or lobby display. All that’s necessary is for you to clip it out, mount it, surround with plenty of stills, and then let your patrons read away. OUTDOOR EXHIBIT OF ART STILLS Artists in Greenwich Village, New York, have an outdoor art exhibit yearly, which creates a good deal of attention from passers-by. You could have your own outdoor exhibit by displaying stills from picture on easels on town’s main street. EXHIBIT STILLS OF SKETCHES An impressionistic drawing done on the set during film’s production is printed in this book. Make a blow-up of it for lobby display and exhibition in store window. CASHIER HELPS SELL FILM Your cashier can help sell film by dropping a word or two to all ticket-buyers about “They Won't Forget.’’ This should be started.about two weeks in advance of film's opening. Something like this might do the trick: “Your change, sir. I’m sure you'll enjoy the picture tonight — and be sure to see “They Won't Forget” wnich opens here.on.:(date) . PERSONAL PHONE CALLS This is the type of film on which you can work personal phone calls to your mailing list. If you go for idea, we'd advise your using a couple of gals who can talk pleasantly and intelligently. Following are a few ways of handling idea: WRONG NUMBER GAG ~ As soon as the party on the other end says ‘Hello’’ your spieler goes into something like this: “‘Oh, Alice, | just called to tell you that the grandest picture ever is coming to the Strand Theatre. It’s “They Won't Forget’. . . you know, the film that was made from that sensational novel. Everyone | know is just dying to see it. | called to ask if you’d come along ” By this time, person at other end will cut into conversation, whereupon your gal excuses herself and hangs up. Trick is to get a snappy talker who'll be able to get her spiel over before she’s cut off, without letting folks know it’s a gag. SELECT LIST PHONING You can make your mailing list pretty enthusiastic about film if you invite them via phone, letting them think they’re one of the few people invited in this way. Your spiel should run something like this: ‘Hello, Mrs. Jones, this is the management of the Strand Theatre calling. We very rarely bother our patrons with phone calls, but we felt that the picture we will show next week warrants our taking this method of advertising. We felt you would be interested in knowing that ‘“‘They Won't Forget’ is opening at our theatre the 9th. As you may know, this is the film version of that sensational best-seller, ‘Death in the Deep South.” Critics have called it the finest film they’ve seen in many years. Mrs. Jones, we hope you arrange to see it. PHONE TEASER IN LOBBY Phone is set up in lobby with sign reading: ‘Pick Up This Phone For the Biggest News of the Year.’’ When curious patron picks up receiver, buzzer at other end tips off usher to say: ‘The biggest hit of the year “They Won't Forget’? opens next Friday at the Strand Theatre.’’ Sign near phone tells folks to dial for the big news. FOR SMALL TOWNS If you're in a small town, best idea would be to get a gal who knows just about everyone (and that will probably be your cashier). She calls and goes into a very intimate sort of spiel about film, advising listeners that it’s just the sort of picture they and their family will like. Page 20 SAFETY FIRST TIE-UP Tie up with local Safety Council to put over this ‘‘safety’’ angle. Posters in public conveyances and on street posts should read ‘““THEY WON’T FORGET”’ to drive cautiously when they realize that 14,470 people were killed and injured last year by careless driving.’’ Work in idea whereever there are building operations, etc. CONTACT GROUP Try to figure out how many other organizations and groups will be interested in film, and then get busy on the phone. Social groups, teachers, etc. should be contacted. GUIDE SIGNS POINT TO SHOW If town officials permit, tack guide signs on poles and fences directing motorists to show. A large arrow with imprint of picture title will do the trick. LIGHTS FLASH BEHIND FIGURES Lobby board is cut out so that stills or transparencies have no backing. Instead, a light is placed behind each still and behind panel containing explanatory copy. Then lights are flashed regularly, so that only a few of the stills are lighted at one time. If stills are used, be sure to have very bright lights. TITLE ON REVOLVING SIGN Set up large globe on slowly revolving turntable. Title is cut out and letters covered with paper. Flasher attachment makes lights within globe blink on and off, revealing title. TITLE UNDER MARQUEE Board is painted a bright color, with letters cut out and covered with dark paper so as to make them invisible. Lights flash on and off behind, making title visible. THEY WONT FORGET THIS TRAILER ..... Ae tells eng ugh and xrows _— enough with just the right copy ciips and dialogue; with just the punch that will make ’em say, “I want to see that picture”’— and remember to do it! LIGHTED BLOCK LETTER SIGN Individual letters are blocked with face cut out and covered with frosted glass. Lights flash on and off from behind glass, and can be worked so that title flashes on a letter at a time, or a word at a time. For lobby or front in advance of opening. REVOLVING CYLINDER DISPLAY Stills are mounted on cylinder which revolves very slowly. Stills are loosely fastened so that upon reaching certain point, they flap over, covering preceding still. Copy on back of stills plugs picture. 20 WORD REVIEW CONTEST A simple contest idea would be to offer prizes or passes for the best 20-word comment on the picture. Contest could be run with cooperation of newspaper or radio station. Another angle would be to run whole thing from lobby, with box of cards and sign announcing contest. Contestants drop comments into ballot box— with winning reactions posted on bulletin board for lobby or front display. OTHER HOUSES BUILD UP SHOW You can get other houses in your chain to plug film via lobby displays, trailer and herald distribution. That is, if you're a member of a theatre chain gang. BUSES LOWER FARE TO TOWN If interurban bus lines see anything in it, they might shave the price on regular ride to your city. Buses roll on performance schedules. But outfit might even come through with newspaper ads or banners: This bus takes you directly to the Strand Theatre to see “They Won't Ferget.”’ Perhaps buses might sell riders combination fare and theatre tickets in depots. SCREEN FILM FOR EDITORS Mob violence is a timely subject which is being strongly discussed by the nation’s press. An invitation sent to editors of neighboring town papers for special screening should bring results. Another angle for out of town papers aside from regular publicity and ad barrage is to feed them with names of locals attending performance in your town, AIR SPIEL, NEWSCAST STYLE Here’s a suggestion for a one-minute spiel to follow news broadcast: ANNOUNCER: Here’s a real big news event ... one that effects every man, woman, and child in this town. One of the year’s greatest pictures will have its New York premiere next Wednesday night at the Strand Theatre. It is ““They Won't Forget.” It is a picture as vital and forceful as ‘“‘| Am A Fugitive From A Chain Gang.’ You'll go out wanting to stop everyone to tell them to be sure to see the picture. Everyone who cherishes the American ideals of Life, Liberty, and the Pursuit of Happiness, should make it his duty to see ‘“‘They Won't Forget’ at the Strand Theatre. LOBBY BROADCAST Arrange with local radio station to set up apparatus in your lobby for opening night broadcast. Running description of premiere itself and a few words of greeting from celebs and socialities would make interesting listening for sit-at-homers. In addition, perhaps, you can swing more radio time after show. is over. If so, announce that prizes will be awarded to patrons giving best one-half minute extemporaneous review after they've seen your big show. RECORDED REVIEWS OUT FRONT For a novel stunt, ask folks to tell their reactions to a home-recording machine set up in lobby. By limiting length of each amateur review, you ought to be able to get quite a number on one record. After that, play disc out front via P.A. system, announcing that person identifying own voice wins free ducats to show. LOCAL STORES MAKE GOOD “They Won’t Forget’ is a natural lead line for store tie-ups as basis for a quickselling catchline. Here are a few suggestions for a starter. Letters and numbers enclosed within parentheses are still numbers of scenes from picture — they cost 1Q0c each and should be ordered from Campaign Plan Editor, 321 West 44th Street, New York City. I> Seda Fountain (DS): Tiny Aliney Won't Forget’’ Sundae. Everything On It From Cream To Nuts And A Delight You'll Never Forget. 2. Cosmetics (DS.5) : ‘“They Won't Forget’’ The Girl That Makes Up Properly And Uses The Right Kind Of Cosmetics. 3. Insurance Co. (DS. 18) : “They Won't Forget’’ If They Are Left Penniless. Start Providing For Your Children’s Future Now! 4. Telephone Co. (DS. 41) : “They Won’t Forget’ If You Remind Them By Telephone. 5. Stationery Stores: ‘““They Won't Forget’ If They See It On Paper. Don’t Give Or Receive Verbal Orders. 6. Florist: Flowers From Their Son Or Daughter From Friends Far And Near That's The Sort Of Gift ‘“‘They Won't Forget.” 7. Department Stores: “They Won't Forget’ This Bargain Sale. 8. Window Displays: Photographs showing examples of the different style trends from 1890, say, to 1937. Each photo headed with ‘“‘They Won't Forget’ followed by the style name, concluding with “They Won’t Forget”’ Our Latest Fashion, etc. MEMO REMINDERS Pass out dated memo pads stamped with this copy: “Just so you will remember to see They Won’t Forget’ — the picture You'll Never Forget.’’ Add date of opening of picture and billing. WRITE CLUBS AND FRATERNITIES Letters to school clubs, fraternities, and debating societies should stress social problem involved in picture, while letters to dramatic clubs should place more emphasis on the acting and unusual sets.