Call It a Day (Warner Bros.) (1937)

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CONTESTS * BALLYS LOCAL TIE-UPS EXPLOITATION SELL WITH THE TITLE STUNTS FOR LOBBY THAT PLUG TITLE CLOCK STUNT For a simple and effective stunt, you can have your artist cut out six large clock faces which are mounted on the lobby board, benéath the marquee. Each clock points to a different hour and each clock face has a still of one of the stars mounted on its center. Beneath each clock you print Roger, Paul, etc., with copy. LOBBY BOARD FLASHES On a lobby board print the words “Call It.” Below, on one line, you cut out four rectangular spaces in which the words “Swell,” “Spring,” “Youth,” and “A Day” appear on translucent paper. Lights behind the words flash in rotation so that the sign reads “Call It Youth,” “Call It Spring” and last ‘Call It a Day.” DISPLAY CRITICS’ RAVES Always impressive is a blow-up of play’s reviews. So playing up the fact that ‘‘Call It a Day’’ was a smash on Broadway a short time ago ought to pay dividends. Get hold of play reviews and have them 4 EASY CONTESTS HINGING ON TITLE CALLING CARDS Announce that an usher at your theatre has a pack of cards from which patrons will be permitted to call and draw one. If the drawer succeeds in calling his card he gets ducats to picture. It should be a good idea to place beside the usher a sign reading: ‘‘Call it and you win a ticket to ‘CALL IT A DAY’.” DESCRIPTION CONTEST Here’s a contest that sells the name of the picture. Have the contestants complete each of the following lines with an adjective that best describes the picture: ee ee see . ree astray oe Ae eS Aa Bers. | ae a ix axis ee ae CALL IT A DAY CONTEST For a publicity contest, you explain that the picture is the kind that comes only once in years and one that will fill life with a new load of joy and laughter. Then have a screening for charitable organi blown up in the lobby. At the top of each blow-up have a line reading: “The critics call it...” At the bottom of each rave you have the line: “We, CALL ITA DAY.” SUN-BURST DISPLAY A really nifty display for lobby Or marquee, can be arranged by having your artist cut out two large, circular bristol boards one representing the sun and the other the earth. A small motor causes the “‘earth’’ to revolve on an arm about the sun. On the earth and sun place stills of two of the leading characters. If stunt is used in the lobby, you might use caption: “What shall we call it?’’ and, of course, usher announces picture’s title for puzzled patrons. TELEPHONE GAG The title, “Call It a Day,’’ lends itself to use in an affective telephone gag. If used in a small town the gag can be used by simply having a girl call all the local shops and offices at quitting time and telling person in charge: “Come on and ‘CALL IT A DAY,’ it’s at "ek 3. Theatre.” If town is large, you can draw up a list of the most promising prospects and give them a ring. An old stunt, we'll admit, but it fits. SUGGESTED FOR LOCAL TIE-UPS SHOPPER COLUMN NOTICE: “Shop at Perry’s, buy Yum Yums, dinner at Whites with Joe and ‘CALL IT A DAY’ at Theatre.” WATCHMAKER’S WINDOW: In a jeweller’s window, where clocks and watches are displayed, arrange to place two lines of copy on one of the larger time-pieces. Copy reads: “It’s TIME” (above clock) ‘‘to ‘CALL IT A DAY’ at Theatre” (below clock). FLORIST TIE-UP: “She'll call it the happiest day of her life when you say it with flowers, etc.” RUN TEASER AD IN NEWS Arrange to run a teaser ad in your local paper about an inch by column wide. Head your ad with a report of the weather as taken from paper’s own staff. Then add something to the effect that “Rain or shine we advise you to ‘CALL IT A DAY’ at.... _ Theatre.” zations, hospitals, etc., and have readers suggest a name for the day of the picture’s opening. Suggest that the names go something like this: ‘‘Mirthday,”’ Chuckleday,” etc., and offer ducats for niftiest title. Contest can be run through the newspaper or through use of heralds which are passed out at the theatre. “DAY-TITLE” CONTEST You should be able to get everybody in town interested in this motion picture title contest. Offer a prize to the fan who sends in the longest list of picture titles which contain the word ‘‘day.”’ For example, “‘Holiday,’’ Daybreak,”’ etc. Can be run right in theatre, or, if you prefer, in paper. DAISY FAVORS A pleasing method of getting the picture’s title across to fans is to pass out daisies at the theatre. You can use either real flowers, which are procured through a coop with a local florist, or paper cut-outs which look like daisies. In either case, have an usher or usherette place them in patrons’ button holes with tag reading: “Warner Bros. ‘CALL IT A DAY’; Critics call it a Daisy!’ Might have giant Daisy tell the same story. Page Five