Woman from Monte Carlo (Warner Bros.) (1932)

ee Selling To The Pu Amateur Photography Contest Stage a contest offering prizes for the best snapshots taken within a five block radius of your theatre. Run over a period of four weeks. Start it with the exploitation campaign on “The Woman From Monte Carlo.” Here’s how to do it. Inasmuch as the campaign |jis of one month’s duration, you can afford to make the cash prizes really impressive by distributing the cost of same over four full weeks. . Snipe advertising should be placed in every drug and photograph developing store in town. You'll find these merchants more than willing to cooperate with you as well as share in the expense, because it certainly will be a great business stimulator for their photographic trade. The signs should read:— “er Your— oranda contest Photos Here’’ $000.00 in gold for the best snapshots taken between (starting date) and_ finishing date). Handbills with complete details of the contest on one side and your theatre ad on the reverse side should be distributed from the stores. Amateur Photograph Contests have always found favor with the newspapers. If you tie in with one of your local sheets, call the contest the STRAND THEATREDAILY TRIBUNE AMATEUR PHOTOGRAPHIC CONTEST, substituting, of course, the name of your theatre for our suggested “STRAND” and the name of your newspaper for “DAILY TRIBUNE.” The newspaper will publish daily the best photographs received. Other photographs should be exhibited on a velvet background in the lobby of your theatre with a large head still of Dagover and scenes from ‘‘Woman From Monte Carlo” in the center of the display. It’s a great stunt if you handle it right. Conery Did It In Kingston Mitchell Conery, manager of the Kingston Theatre, Kingston, Pa., used a photographing stunt as a means of boosting his matinee business. Conery stationed one of his ushers on a platform in front of the box-office and snapped patrons as they bought their tickets. If there was a crowd in front of his camera (and there usually was) he photographed as many as he could get in his camera range. These photos were developed and exhibited in the lobby with a sign announcing that any -erson in the photo would re “ekets to the matinee. blic! Those who had already seen the current attraction received tickets to the following attraction. Proper advertising of the stunt with handbills brought large crowds to the theatre and business was tremendously increased. What Conery did, you can do. Try it on Lil Dagover in “The Woman From Monte Carlo.”’ It’s a stunt that can’t go wrong. “WVionte Carlo” Sundae Arrange with your local drug store and confectionery store to prepare a special Monte Carlo Sundae in honor of Dagover’s presence in ‘“The Woman From Monte Carlo” at your theatre. Undoubtedly, the clerk can prepare an unusual concoction that will be in keeping with its name. Signs around the counter should properly publicize the fact, as well as the name of the picture and the playing date at your theatre. Teasers Will Help One week prior to the opening of Dagover in ‘““The Woman From Monte Carlo’ snipe _ teasers throughout the newspaper pages using two or three every day. Here is the copy: “Watch For ‘The Woman’ From Monte Carlo. She’s Dangerous.” ‘Wives Stay Close To Your Husbands. ‘The Woman From Monte Carlo’ Is Coming To Town.” “There Is Going To Be A German Invasion Next... .. Watch For ‘The Woman 9 99 From Monte Carlo’. “The Woman From Monte Carlo’ Will Open Your Eyes. Watch For Her.”’ “**The Woman From Monte Carlo’ Will Give You A New Thrill.” ‘‘Learn About Love From ‘The Woman From Monte “No Man Will Be Safe When ‘The Woman From Monte Carlo’ Arrives In >) Ske’s The Darling Of Two Continents! ’*The Woman >” From Monte Carlo’. “She'll Set New Fashions In Passions, ‘The Woman From Monte Carlo’.”’ Watch Your Programs Don’t let your programs appear in “routine” form every week. Keep them fresh with new ideas. People will read them when they are presented properly. Change the make-up. Change the type faces. Keep them modern. On ‘Woman From Monte Carlo,” get out a de-luxe edition of your program. Print it on coated | stock. Add an extra color. It will more than pay you to put a little extra effort behind this important merchandising medium. Lobby Suggestion Make your lobby say ‘‘Welcome.”’ Dress up your lobby befitting the welcoming of a great celebrity. Decorate it with flowers and festoons. Have signs reading, “Hail The Conquering Hero Comes’’ and “‘Welcome to (Name of town).’’ Drape American and German flags around your lobby. Have plenty of lights. The color scheme should be in black, red and gold with great big photographic heads of Dagover tinted in red with diagonal black and gold stripes in two corners. Heads of the supporting cast should be tinted with black and gold with red stripes in two corners. Catchline copy for these lobby cards can be lifted from the ads in this merchandising plan. . Designing Contest One of the most successful newspaper contests ever con-_ ducted in New York was carried out with the cooperation of the New York Evening Graphic when Irene Bordoni appeared in “‘Paris’’ on Broadway. The basic idea of finest circulation builders * the contest can be applied to the exploitation of Lil Dagover in “The Woman From Monte Carlo”’ and should be conducted along the following lines :— : Inasmuch as Lil Dagover is recognized as one of the best dressed women on the screen and her clothes are the envy of all Paris stylists, arrange with the newspaper to conduct a contest offering prizes for the best sketches of unique designs for women’s wear. Each day the newspaper publishes a story on the contest, as well as the best three designs offered the previous day. You will find that all art schools and amateur designers will enter this contest enthusiastically. One judge should be selected from a prominent modiste shop, one from the newspaper and the third judge should be the manager of your house. The New York Evening Graphic considered this stunt one of the ~"SE—AO/ ever instituted, as ev@7y~w....... in town bought the paper to see the designs. it should be an easy matter to sell this idea to your local newspaper. NOVEL 40 x 60 Warner Bros. Theatres on Broadway have instituted a novel 40 x 60 for sidewalk display which is attracting much attention and is proving a very valuable box-office asset. These 40 x 60’s contain a picture of the star with a brief biography. It first is printed in bold face futura type and then enlarged photographically to fit the 40 x 60 frame. Here is the copy and lay out on Lil Dagover, ‘““The Woman From Monte Carlo.”’ BRIEF BIOGRAPHY OF LIL DAGOVER ... Born in Madeoin, on the Island of Java, in the Dutch East Indies . . . Brought to Germany by her mother who died when Lil was nine. . . passed from relative to relative—and tutor to tutor .. . lonely and imaginative as a child . . . learned to love dark forests of Europe by traveling with her father who was a master landscape gardener .. . twelve . played ‘Joan of Arc’ when . . got into the cinema by chance meeting with famous director. . .made sensa OF tional stage debut as ‘Beauty’ in Max Rein hardt’s production of ‘Everywoman’ in LIL Salzburg . . . acclaimed as first lady of stage DAGOVER and screen in Rome, Madrid, Stockholm, Paris, Berlin’ and other Europeon capitals HERE ... Says if she ever leaves the entertainment world she will devote herself to the cultivation of exotic flowers . two Persian cats, a little monkey and an owl named ‘Pallas Athene’ .. . her refusal to . owns nine dogs, use a double has exposed her to many hairbreadth escapes in doing picture stunts... is an enthusiastic flier... toured the United States by airplane immediately after her arrival here ... loves America for its speed; healthiness, cleanliness and the brilliant wit of its people... makes her American. screen debut in her first American-made picture, the sensational ‘““The Woman From Monte Carlo.”. ...