Showmen's Trade Review (Jul-Sep 1942)

September 26, 1942 SHOWMEN'S TRADE REVIEW 15 Chock full of Selling Angles Designed to Assure You a Trouble-Free Campaign GIRL TROUBLE is not a super-special — but these reels of delirious, romantic fun are just what the nation needs to give its mind a respite from the serious business of war. It's one of those smooth, easygoing stories performed by a swell cast whose every word and maneuver manifest the fact that they had as much fun making the picture as audiences will get from witnessing its exhibition. If you want to do yourself and your customers a genuine favor you will exploit this to the limit of your ability leaving no stone unturned to influence attendance of all classes for a lift to their morale, and relaxation of their worries and cares via a thoroughly enjoyable glimpse at the brighter side of life. Following are a few ideas to assist you in spreading the glad tidings : The merriment starts with the announcement that Joan's securities will return no revenue because of war restrictions. This is an excellent reason for putting out handbills of the "funny money — good for laughs" variety. Use pictures of Bennett and Ameche as illustrations and give them real box-office pull by having them numbered and declaring a certain percentage as good for admission during the showing. Post a card in the lobby listing the numbers you select as guests. Plenty of folks will come to see if theirs is a selected bill and will more than likely buy tickets if their number is not on the free ist. Ameche and Bennett meet when he responds to a classified ad listing her apartment for rent. This is, of course, a natural for tie-ups with the classified columns of the newspaper and you may be able to interest large rental agencies in printing and distributing rent lists of the apartments they have available with copy and art about the picture used to command attention. Some very funny action surrounds the sending of suits to the cleaners. Make use of this AD MATS There is some usable title and star cut Ulustrative matter provided in the press book ad mats, and some good catchline copy — for the latter, particularly, the ad section of the press book is worth looking into. Where smaller space is used, and for house programs, the title material can be worked into displays for double-feature bills by using some of the elements in the ads illustrated here as well as others that are shown in the press book. The cartoon sketch of the girl hooking the man, which is shown in two of the ads reproduced, may come in handy for tying up with one of the title slugs and, perhaps small head cuts of Ameche and Bennett. angle to obtain the cooperation of cleaning and pressing establishments for printing and distribution of handbills plugging their business. Copy such as "Don Ameche has trouble when he wants his clothes attended in "Girl Trouble" at (blank) Theatre but you'll have no trouble if you call us," should prove a mutually profitable business getter. The still of Joan in pajamas and house robe is a natural for use in the newspper advertising of the local department store. Stills of Bennett in a simple street dress and in evening gown can also be utilized to illustrate department store anri ladies ready-to-wear advertisements. A scotty pup has a lot to do in the film so go alter the newspaper to sponsor a special morning matinee for kids who bring their dogs to some selected lot located a few blocks distant from the theatre. Have an attendant at the appointed place to tie the dogs (far enough apart to prevent fights) and then give the kids passes printed on the backs of old 22x28's or giant window cards. Have the title and theatre name printed big and explain to the kids that the pass will not be accepted if the pass is torn, folded, rolled or soiled. This will make the youngsters handle them very carefully as they walk from the lot to the theatre and everybody they pass will see the card copy. 20 to 50 of these passes will suffice as you can have one of the employes return the cards to the lot after each group has been admitted. Be sure to have your staff black out the former attraction on the 22x28's or window cards. Lamp black or what was known as Japan paint or lacquer will do a fast job and dry quickly. This scotty is well trained and you could arrange a stage demonstration of well trained or trick-performing dogs some evening with I G N A T U 8 £ prizes to the canine whose performance was adjudged best by the audience. The title lends itself to a wide variety of display advertising and window tie-ups. Candy, flowers, jewelry, perfumes, cosmetics and many other items can be effectively exploited or advertised on the angle of their appeal to those afflicted with "Girl Trouble." Miss Bennett is a very inefficient housekeeper yet she is anxious to marry. The newspaper editor should be receptive to running a contest for unmarried girls offering theatre tickets for the best letters outlining what accomplishments a girl should possess to qualify as capable of assuming the duties of housekeeper for the man of her choice. Billie Burke has several scenes in all of which she is an ardent worker in the interest of relief agencies. Special matinees with old clothes accepted in lieu of paid admissions or some price concession made to ticket buyers who bring their old garments as contributions to relief agencies would receive prominent publicity from the press and radio and build good will for the theatre. In the film Don Ameche is representing South .American rubber plantation owners trying to secure finance for increasing their output. This angle ties well into the much discussed rubber conservation and could be used effectively to get newspaper and radio support to a drive for scrap rubber with the theatre as the point of collection. A timely newspaper contest could offer theatre tickets for the best suggestions for tire conservation. If yours is an industrial community the organization of a Don Ameche share your car and save tires club with autographed photos of the star would probably get a lot of attention. This same angle could be used to encourage housewives to "club" their shopping tours. Another thought would be to offer free admission to every person bringing four or more neighbors to the theatre during the showing. Considerable publicity would be attached to your setting aside one night of the showing as a special "3 for 2" night. Idea would be to permit men accompanied by two ladies to be admitted on the purchase of two tickets. Obviously the news angle is that men with two girls have "Girl Trouble" and the theatre is trying to help them out by allowing the three to be admitted for the price of two. An excellent newspaper contest could be conducted along lines of appealing to men readers to submit details of past or present "Girl Troubles" with theatre tickets as prizes for the best contributions. The appeal of such contest could be magnified by making the awards apply to the most humorous, most pathetic, most embarrassing, etc. An outstanding scene of the picture has Miss Bennett acting as auctioneer at a charity auction. Why not stage a swap night? Secure a few items from local merchants in return for stage mention and offer them in trade for any article your patrons care to offer in trade. Be sure (Continued on Page 18)