Showmen's Trade Review (Jan-Mar 1940)

February 3, 1940 SHOWMEN'S TRADE REVIEW Parjc 21 THE little boy who spells "box office" ,b-o-x o-f-f-i-c-e may be correct in the 'opinion of his teacher, but according to showmen, he'd be all wrong. He'd come closer to it, they believe — much closer — if he spelled it S-p-e-n-c-e-r T-r-a-c-y a-n-d H-e-d-y L-a-m-a-r-r. Altough we rated fairly well as a speller in our youth, we're willing to bring the wrath of our alma mater down on us and fall in line with the showmen. For it is indeed true that these two names linked together portend considerable activity at the country's movie theatre ticket windows. Either one on its own would be something for exhibitors to look forward to with pride — but together, well, that should be really something! We are perfectly serious, too. No exaggeration is intended. Of course, it stands to reason that the showman who will benefit most is the one who, realizing the potential box office value of "I Take This Woman," will grab the opportunity to utilize every ounce of showmanship in exploiting the picture. Those who merely announce it and wait for the folks to come in may get a good representation of the town's population, but not as good as the fellow who indulges in plenty of selling-the-picture activity. For your advance ad lines, announce that "the Academy Award-winning star of 'Captain Courageous,' 'Boys' Town'_ and 'Stanley and Livingstone' joins with the glamorous personality of 'Algiers' and 'Lady of the Tropics' to give you the year's most exciting romantic hit." For a teaser ad, you might use a cut of Tracy and Miss Lamarr. .A-bove his picture the words 'T Take," and above hers, "This Woman." Below, use copy like this: "You'll take Spencer Tracy and Hedy Lamarr to your heart in 1940's first big romantic thrill, 'I Take This Woman'." Surely the title presents an excellent opportunity for merchant tieups. Sample: "'I Take This Woman' because knowing she must appear attractively attired at all times, she selects her wardrobe from (name of store)." You should be able to get any number of firms to cooperate. Another sample: "'I Take This Woman' because she's the best little cook I know . . . and she does it with a (gas or electric) range." We could give other samples, but this should suffice to show you the possibilities. Another way to use the title would be in connection with a newspaper or house program contest. Male readers would be asked to name the most important qualifications they require in a girl before proposing marriage. In other words, they should complete the statement, " 'I Take This Woman' because . . ." in 25 words or less, listing the qualifications. Sample: "'I Screenplay by James Kevin McGuinness. Original stcry by Charles MacArthur. Directed by W. S. Van Dyke. Take This Woman' because she is lovely and charming, always looks neat and attractive, buoys my spirits whenever I feel downcast and lonely, and cooks delicious, nourishing food." Now that isn't the best sample in the world, but if male contestants can do better (which they should), offer them prizes of cash and theatre tickets. There are different ways of handling the stunt we are going to mention now, but we'll give one, and if it isn't suitable to your set-up, you can handle the matter in some other way. Asking "Who will be the lucky girls to see 'I Take This Woman'," invite them to submit their photographs either to NOT TO BE KISSED . . . AND FORGOTTEN! Wtakf this woman Screen Flay by James Kevio McGiilniu-ss . Oi igiiial SlOiy by Charles MacArllmr . Dircded by W. S, Van Dyke II THEATRE Two Factors That No Reader Will Miss! Not too much copy — but not too little! Just the right amount of white space to make it stand out among an assortment of other amusement ads. But there are other factors that make this layout an attention-getter, and there's Spencer Tracy and Hedy Lamarr. With their names and likenesses, the ad says more than if you tried to fill it with wordy selling copy. There are others equally as good. you or to the newspaper office. Each picture should have a number on it which corresponds with the number before the subject's name in a list of the girls submitting photos. Blindfolded, young men about town draw photos, at the same time saying "I Take This Woman to see 'I Take This Woman'." The drawing could take place in your lobby or at a department store in view of a large gathering. We'll give another way to handle it. Get a supply of scene stills and cut each one jaggedly apart. Mail one half to a boy, the other half to a girl. If a boy and girl succeed in matching their pieces, they bring them to the theatre and receive free admission to see the picture. Have a roving photographer snap photos of feminine pedestrians, and publish these photos, one a day, in the morning or evening newspaper. Appealing to the husband, sweetheart, best friend or relative of each girl, by means of copy accompanying the picture in the paper, tell them they can "take this woman" to see "I Take This Woman" if they bring the woman to your theatre and establish her identity. On the other hand, you might place a display of local girls in the lol>by. "Do You Know These Women?" the copy should read, "If you do, and one of them is a wife, sweetheart, or sister, bring her to the box office and be admitted free to see Spencer Tracy and Hedy Lamarr in 'I Take This Woman'." Some of you will be playing this picture on or near St. Valentine's Day. And you'll be smart, too, for it's just the kind of entertainment that ties in easily with the spirit of the occasion. In the press-book exploitation section is illustrated a heartshaped photo of Hedy and Trac}', which is available as a mat. You can use this mat to illustrate a contest for the best Valentine verses using the phrase, "I Take This Woman." Candy hearts, two of a kind, can be distributed around town, and couples able to match their hearts (the candy ones, mind you) could be admitted for halfprice on St. Valentine's Day. You can go in for heart-shaped designs in your lobby and out in front and be just as appropriately plugging the film as tieing in with February 14. Referring to the merchant tieups mentioned a few paragraphs back, permit us to remind you that a set of tie-up stills is available at i'our nearest MGM exchange. Whether it's drug stores, cafeterias, jewelry shops, optometrists, restaurants and night clubs, or a number of other establishments, these stills pave the way for tieups. The most important advice concerning j^our lobbj' and front is to make sure that the names and likenesses of the two stars stand out in bold relief.