A Successful Calamity (Warner Bros.) (1932)

s REAL EXPLOITATION | YOUR CAMPAIGN | “A Successful Calamity,” like all Arliss pictures, does not lend itself to street ballyhoo and the usual exploitation stunts. Your entire presentation should be dignified. At the same time, care should be taken to avoid creating the impression that the picture is one for the high brows, for it is decidedly a picture for everyone. Your best exploitation bet is to let your people know you have a George Arliss picture through personal letter announcements, your ads, banners on your marquee and in your lobby. — Special Art Patron Letter Every patron of your theatre, particularly the ‘once -in-awhilers,’ should receive a letter on your showing of the latest George Arliss hit. Be particularly sure that you reach bankers, heads of organizations and all members of the social set. Mail the letters or have them delivered —but make sure they are sent out. A suggested letter follows: Dear Sir: I am happy to be able to announce George Arliss in “A Successful Calamity,” at the Strand Theatre starting next Thursday. The advent of a George Arliss picture is always an event—a pleasure that I know we all look forward to. In “A Successful Calamity,” the First If you have affiliations with other houses in the same city, then by all means arrange to show the Official Vitaphone trailer in all theatres for two weeks in advance of your play date. “Suceessfiul Calamity” Sales Here’s a great plan to get a wide coverage on your showing. Give the idea to your paper’s ad solicitor for a co-operative ad in addition to promoting yourself window space throughout the business sector. Suggest to all dealers that they run a “Successful Calamity” sale. The Cut No. 9 Cut 156 Mat 5c copy suggested is self-explanatory: OUR CALAMITY — YOUR SUCCESS Never in history have (merchandise) been offered for so little money. Never has such quality been purchased at so, etc. SEE GEORGE ARLISS A SUCCESSFUL CALAMITY Now at the Strand Another way of handling the tie-up with automobile, radio, refrigera tor dealers, etc.: Pe IS YOUR CAR RUN D OWN? Use this caricature for a scene mat or enlarge it directly from this page for lobby use. Word Building Cash in on the tremendous popularity of word-building games by running a contest in your newspaper under these rules: Prizes to the first 25 contestants sending in the largest lists of four or more letter words made from letters in the title of the picture with a letter “Why I Always See a George Arliss Picture.” Below is a sample list of words made out of the letters in “A SUCCESSFUL CALAMITY” access facial mule Gentleman of the Screen plays his most modern role—that of an international banker and financial advisor to the President, who has been kept so busy with business affairs that his family has grown away from him. All the Arliss charm and splendid ability are forcibly presented in this picture. Arliss once again gives a brilliant characterization — one that will further endear him to you. You will find “A Successful Calamity” a most thoroughly enjoyable evening’s entertainment, and I should feel honored to talk about the picture acclaim facile mice M ; i i anager, Strand Theatre. Does it need repairs—new tires—overhauling? acclimate . fea meat ger, If so, it's alias futile mistle Sry e Pinlac as y smut . A SUCCESSFUL CALAMITY clase item ste Lovelorn Stunt cast a eit Bef tart your ad cami st lass sail efore you s y Trade-in values are now higher than eke = cost of repairs and get came ome ra paign on the picture get yourself ee caite llama slim some extra attention with this letSEE eaiak lilae sae ter to your “Advice To The Loveless stymi ” : GEORGE ARLISS cit egal Dear Bie (Wome): ° clue lace slice I am a financier and forced to be in calla Heed uv away from home a good deal of the TY ps laity wale time. When I do come home, though A SUCCESSFUL CALAMI climate mist system I know they love me, my wife and castle male style two children are always too busy with Now Playing—Strand a f ee weg their social affairs to pay much attenen mail tale tion to me. This has only been the rail a as My butler advises that I lead my t t time family to believe that a sudden calamIdentity Contest Essay Contests fast mast time Lardy 3e elton tS ED a ‘ied mate he money. Do you think this would be fait muscle till a successful calamity? : Get your paper in on this—it’s With the following three topics i mussel tufa Wealthy and Worried. full of reader interest for the to choose from go after your fume mallet tussle After this appears, blow it up 4 = . movie page! Every day for a paper for an essay contest. The flue musty utile for a 40x60 frame in your lobby week prior to your opening pubsubjects are: THE SUCCESSye — rere display. lish a cut of George Arliss in a FUL CALAMITY IN MY LIFE, fuel mess yell typical pose from a different one of his seven talkies. Announce that those who clip the photograph each day, properly identify them as to production and mail the seven to the contest editor, will be given a pass to “A Successful Calamity.” If you wish to make the contest more difficult, include the proviso that contestants include an essay on WHAT TYPE OR ROLE I LIKE MOST TO SEE GEORGE ARLISS PORTRAY. The seven talking pictures in which Arliss starred are “Disraeli,’ ‘The Green Goddess,” “Old English,” “The Millionaire,” “Alexander Hamilton,’ ‘The Man Who Played God” and “A Successful Calamity.” If stills on the earlier productions are not available at your exchange they can be secured at the usual rate by writing: Stitt DeparTMENT Warner Bros, Pictures 321 West 44th Street New York City Page Twelve es, in which readers will tell of the accident in their lives which at first appeared to be a disaster but turned out greatly for the best. Another topic— WHAT TYPE OF ROLE DO YOU LIKE BEST TO SEE GEORGE ARLISS PORTRAY? Readers should be given as examples of Arliss’ varied characterizations his “Disraeli” and “The Man Who Played God”; the half-savage ruler of “The Green Goddess”; his lighter portrayals in “The Millionaire” and presently “A Successful Calamity.” <A brief synopsis of the latter explaining his role should be included. As a separate stunt in the newspaper or at the theatre can be the essay contest, WHAT ROLE WOULD YOU SUGGEST FOR GEORGE ARLISS’ NEXT PICTURE? Passes to “A Successful Calamity” will reward writers of the best essays. Ideal Dens Run a ‘‘My Ideal Den” contest, offering prizes promoted from local merchants to the writers of the best letters describing what they would like to have in their ideal “personal room.” In this connection, tie up with dealers for window display space on the merchandise they sell which would be suitable for a man’s den. Invitation Opening The premiere in your town of a George Arliss production is always an occasion of note. Play up your opening big with a wide invitation list to all local celebrities, officials and heads of organi zations. To make your showing more impressive, print up imitation engraved announcements of the picture and mail it to your entire list. Autographed Photo 8x10 imitation photo. Great giveaway at $7.50 per M. Order direct from GORDON-GREENE PRINTING CO. 142 West 24th St. New York, N. Y.