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

REVIEWS SHOWN IN LOBBY Invite newspaper critics to special performance. Trade paper reviews have been so enthusiastic, picture should click with local critics. Make blow-up of their comments and arrange as lobby or front dis play. SPEAKERS TALK ABOUT SHOW Contact your lecturing friends who have seen picture and ask them to plug it next time they're on a radio program or up bebefore an audience. Topic is perfect for women's clubs, luncheon meetings, and other organizations so you ought to get a great build-up. BOOK CRITIC PICTURE Book from which picture is adapted, ‘‘Death in the Deep South,”’ is a big seller. Therefore be sure to invite book critics to see picture. They might go to bat for you in book review columns in which they also plug the film. TELL PAPER, RADIO GABBERS You'll want to advise newspapers and radio commentators about your plans. Let them know who will be at the opening and what you're doing to make it one of the biggest affairs of the season. LOBBY STUNTS 1. Construct booth in lobby and place this sign outside: ‘‘Can You Face Bitter Truth? Come In And See Something You Won’t Forget.” Inside booth thermometer registers reaction of looker-at-stills. Rubber tube connects thermometer to ball under chair so that patron’s weight sends liquid up in tube. 2. Make blow-up of beautiful blind-folded girl holding scale in her hand. On one balance pan place group of small figures to represent mob. This overbalances other balance pan containing a lone figure, the convicted man. Copy reads: ‘““When Mob Prejudice Outweighs Logic —They Won't Forget.” STAFF AIDS TICKET SALES To start off early advance word-of-mouth publicity invite your staff to a special screening. In addition to talking about the picture — they might help on the tickets sales, especially to organizations. INVITE STYLE, SOCIETY SCRIBES You'll want fashion and society columnists down to the opening, so you'd better invite them early. Tell them about celebs that'll be there — decked out in the latest wearing apparel. QUOTES READ OVER RADIO For advance spot announcements, use the trade-paper and preview quotes on “‘They Won't Forget.” And remember these quotes will look Okay in your ads and lobby displays. TIE-UP WITH LOCAL CONTESTS If big store or newspaper is holding contest, tie in by offering premiere tickets to the winner. Best idea is to make it look as if paper or store had to buy tickets from you — that they weren't easy to get. But this shouldn’t stop you from holding any of your own conests that you're planning. PHOTOGS SNARE CROWDS How about having a few camera-snappers outside your theatre, setting up their apparatus, blowing off flashlights. We suggest no plates in all but one of the cameras. Reason? It will make your opening look important and stunt won't cost much and will prove effective. BUILD INTEREST WITH SERIAL A good way to arouse interest in picture is to print the first chapter of the fictionization of ‘“They Won't Forget.’’ Follow with: “Read the first chapter of this thrilling story and then see it all in real life on the screen at the Strand Theatre. on (date). Can also tie-in a plug for newspaper running the whole serial. ALL YOU NEED FOR TABLOIDS Leoking for material to make-up a tabloid? You'll find an abundance of art in this press book easily adapted to this purpose. Subjects and sizes used were selected with this end in view. Every size from four columns down to half columns are at your disposal. Captions, publicity stories, ad copy can all be utilized for punch lines. Run through the book, you’l| find more than you need — for instance, some very, very carefully selected leg art which you'll find is NOT more than you need. PLUG ON BULLETIN BOARDS Students are in the habit of glancing at school bulletin board for news. So if you can get permission to tack up a few stills and copy, you can be sure that the vast majority of youngsters will read about your show. PRIZES FOR REVIEW OF FILM If you can promote prizes from local store, how about this idea: Letter to teachers announces that you’re offering prize for best review of film, or if you prefer, essay on some phase of picture. Teacher then announces this to class, telling students that review will be accepted in place of regular English composition. Teachers submit best article written by class, and these entries are judged by committee made up of prominent educators. With proper co-operation, stunt might result in plenty of publicity for your show. THEY WONT FORGET ON THE AIR Radio sketch done in crisp, ys. Ses amines Shy ats Runs i5 minutes. Can be used in part fer shorter periods. First presentation by Rose Pelswick of N. Y. Journal on her Radio Pilot program W EAF Wednesday July 14th. GIVE STILLS A WIDE SHOWING One picture is worth a thousand words. And the stills on this production will go a long way in interesting people to see this film. Check all the spots where you can place still displays. Don’t depend only on your lobby and front, and a few stores in your neighborhood for showings. How about the hotel counters, club lobbies, bulletin boards in factories and stores, etc. All you need add is a short caption, your theatre name and dates. COVER THE FOREIGN FIELD How about the foreign language papers and radio programs? Appeal to their readers in their own tongue. They like the movies as well as other fans, so give them enough publicity to be translated, and art. A small amount for advertising often gets good publicity space in return. HIT THE ADJACENT TOWNS Most situations have a large drawing population. Be sure to cover the weeklies with publicity and art. An ad or a pair of tickets for the editor will get you good breaks. Supplement this with window cards and some paper posted in conspicuous locations. USE THE MAILS This picture is something to write about. A neatly framed personal letter from the head of your company, or yourself is bound to be well received. If you write in advance of your opening, a plain announcement minus lauditory adjectives will be most impressive. Might enclose a reprint of one of the ads you run or the herald. As a follow-up, let the local reviewers be your ravers, by reprinting excerpts or their full reviews. ‘“‘HELLO GIRL’’ TELLS ’EM In advance of showing, have girl who handles your telephone service to inform the folks who call for program news, tack on a couple of lines in the ‘“‘oh, by the way manner about the coming of ‘They Won't Forget’ at your theatre. REVIEWERS’ BATTLE PAGE What is the reviewers’ battle page? Well, we explain it on the full page layout in the front part of this book. The importance of this picture, and the discussion it creates, calls for two sided expressions from film critics. So, arrange to have the woman's angle in the picture covered as well as the general theme. Same idea can be used for radio. HUNT FOR TOWN’S ‘‘FAN NO. 1” As build-up for premiere, tie-in with local paper to aid search for ‘“‘Movie Fan Number One.’’ Contest idea revolves around publication of questions dealing with motion pictures. Advance stories announce search and give contest details. Best answers received to printed questions is awarded title plus cash prizes, if possible, and special invites to opening of picture. Paper's movie editor can participate in selecting movie-brain teasers. PAPER INTERVIEWS PATRONS Editor of local paper might feel there’s a story in interview with big shot who saw picture. When story breaks, blow up for lobby or front displays. CANDID PICTURES READY Candid pictures are in great demand by all newspapers and magazines. So we have selected a number of unusual shots and grouped them on 11” x 14” cards. Three groups, six pictures on each card, are: “Odd shots around the “‘lot’’ shot by our candid cameraman; how a murder trial is filmed; and a future star is born — candidly speaking. Complete set of three groups of candid shots are available at special low price of 35c or 15c per group. Order from Campaign Plan Editor, 321 W. 44th Street, New York City. NEW SHOW SEASON STARTER You couldn’t find a stronger picture to open your new season campaign. This is just the release that will give you the prestige you need to make the best impression with the localities and editors. Sell it as the leader of your new season line-up; or as the forerunner of the big pictures you will show. WHAT T0 DO WITH COMMENTS By reason of the fact that this picture is bound to create a great deal of talk—and worthwhile talk, too — you’ll want to capitalize on it. How? Get up a qauntity of “Comment Cards” with plenty of blank lines on which the patrons can write their impressions. Here are several suggestions: — 1]. When cards start pouring in, take them to local editor. Chose the meritorious ones, and to the importance of the people who wrote them. Editor may see fit to run a story. 2. Mount the best of them on a lobby board surrounded with stills and billing. Also place them on display in a prominent store window. 3. Needless to say, you can use comments as copy in your ads, especially if local big shots throw orchids. 4. Make stencil slides and show them on lobby floor or blank wall. Banner display reads: ‘“‘What those who've already seen ‘They Won’t Forget’ say: ‘On individual slides start with “Mr. John Doe says:”’ 5. Many exhibitors have reported unusual success with patrons’ reaction broadcasts from lobby. Try to work it on this show. PHOTOS ON CLASSIFIED PAGES The Los Angeles Times ‘‘colors’’ its classified advertising pages with photographs of general interest. This also makes for added readers’ interst in pages that usually make dull reading. One of your local papers may want to adapt the idea. Supply them with two and three column mats of the art available on this picture. TO THE LADIES This is a strong woman's picture — one that has plenty of woman appeal. The ads have been directed to catch their attention. Take your cue from these and frame them for spot announcements for morning radio announcements; or on neatly printed letters that have the femme appearance. Page 21