Showmen's Trade Review (Apr-Jun 1939)

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SHOWMEN'S T R A 1 ) \< V. y I K w Page 19 \ou might Ikivc lim-oscopcs priiiti'd, carrying this co[>y : "The stars iiulicate tliat (date) will be your Lucky Days, for you'll have an opjHirtunity to see 'Lucky Night'." You can get a regular horoscope and have duplicates matle ot it for this purpose. You could have a four-page herald made up, the front of which has tlie sign of the zodiac, over-printed with this copy: "Are you lucky? Just see what's in the stars — ." On opening, the inside spread reveals a large cut of Myrna and Robert in a romantic pose, together with selling copy about "Luck\ Night." Your lead-ofT for the spread could be something like this : "There's a lot of happy-go-lucky fun in the stars, especially when they're Alyrna Loy and Robert Taylor in a comedv of hilaritv and heart-throbs galore, etc." Distribution of Heralds The unique heralds might be distributed by a man dressed as an astrologer (wearing a long black gown onto which cutout moons and stars have been sewn) or by a girl in a brief costume covered by a long transparent stardecorated robe. Don't let the impression get out that "Lucky Night" has anything to do with astrology. Otir suggestions here are based on the "lucky" angle. If you feel that the wrong impression might be gained, better take care in using the stunts. Li your ads or programs, you can list lucky telephone numbers taken at random from the telephone book. Those discovering their telephone numbers are to call at the newspaper office and identify themselves, after which they receive tickets to see the picture. Each day a theatre attache or a newspaper reporter could record the license numbers of cars whose owners drive carefully, the numbers to be published in the paper that night. A story to this elTect should be planted in advance. Some "Lucky" Radio Ideas Lucky numbers might be called over the radio either as part of a spot announcement plugging the film, or as part of a sponsored program with the cooperation of the sponsor. Over the radio or through the newspaper local citizens could be invited to write short letters on "My Luckiest Day" or "My Lucky Experience." Winning letters could be read over the air or published in the paper. On the night of the picture's opening, it would be a novel idea to have a broadcast from the front of the theatre in which the announcer invites people to break small mirrors (which the house has purchased in quan With these Loy fashion photos (only a few are shown, by the way) you ought to be able to arrange cooperative window displays in women's shops. They'd make good women's page material for the newspaper. No endorsements permitted, however. I Good Luck Assured With These Layouts There are lots of clever ad layouts on "Lucky Night," an important one of which is shown above at the left. It's the cartoon-strip idea so prevalent these days, and it gels over the film's hilarious story in fine shape. None the less appealing is the large layout on the right which the Capitol used for its opening day newspaper barrage. A small slug mat is shown here. tity) and to walk under a ladder before going in to see "Lucky Night." For example, here's what the announcer could say : "Well, this is certainly a 'lucky night' for Mrs. John Doe. She's not a bit superstitious, and just to prove it she's breaking a mirror (sound of glass breaking) and walking under a ladder. No sir, nothing's going to stop her from having a gay time watching Myrna Loy and Robert Taylor in the happy-go-luckiest romance of the year, etc." All of us remember our experiences in trying to get our first job. In the picture, Myrna has the same trials and tribulations. Why not get the classified ad department of the newspaper to sponsor a contest to promote its Help Wanted columns in which men and women tell of the difficulties they encountered, both serious and humorous, in trying to land that first job? It's a swell contest bet. The "lucky'' angles come thick and fast. Here's another. Seek the cooperation of a department store in announcing that on a certain day they will put into circulation in change handed to patrons in their store a number of lucky bills that will entitle those receiving them to see "Lucky Night." The serial numbers of the lucky bills could be included in the announcement, and could also be posted in conspicuous spots around the store. They could also be listed at the theatre. At restaurants and soda fountains a certain number of the checks could be stam])e(l on the back with the title of the (ilni. The lucky person who gets a stamped check also receives two tickets to see "Lucky Night." In connection with this stunt, you should arrange for counter and window displays. If you can procure cheap Chinese yens from a novelty or importing company, get a supply and insert each one in a small envelope on which is printed this copy: "Open this envelope and get that lucky yen to see 'Lucky Night,' etc." Redbook magazine for June selected "Lucky Night" as the "picture of the month." If copies of this issue are still on sale, arrange with your newsdealer to insert slipsheets announcing the engagement of the film at your theatre. Have a blowup made of the magazine cover and the page on which the selection appears, for display in your lobby. Large cutout clovers could be suspended from the marquee. Stars, horseshoes and clovers could be painted on the backgrounds of your lobby displays. Atop your marquee place a circular or star-shaped cutout of Myrna and Robert ; the 24-sheet is adaptable to this purpose. The 6-sheet is swell for a lobby or sidewalk cut-out display. You can get bright green cardboard clovers from the Economy Novelty and Printing Co., 225 W. 39th St., N. Y. C., for your ushers and other service staff members. Lucky gold cardboard coins are also available from the same firm. A Swell Exploitation Bet With two stars as popular as Myrna Loy and Robert Taylor; with a title that lends itself to even more stunts than we have been able to suggest here in the confines of these two pages, we repeat again that you have a swell exploitation bet in "Lucky Night." It should be a ]>leasure to map out the campaign on such a film. And when it's all over, it should be a pleasure to see the fruits of your efforts. Lucky are the showmen who get a chance to show what they can do with "Lucky Night."