Call It a Day

(Warner Bros.) Comedy-Romance In this pict found a eae way of film merchandise P and with British characters. they have succeeded in psychology whi productions rat American audiences. The story 1s very

i hat It’s that kind of humor ne ERS ite sits ‘a ak is bright, sparkling, he British atmosphere

seldom cre c through” stuff, HS 7eOms

t @jontaneouss Lake away and the story might American metropo

urban town. | The domestic comedy fr

adventures of the springtime day. “Roger, becomes involved with actress. A : : out of the situation, “Rog his way out become a they are definite “Dorothy Hilton,” is pus chum, into an affair with

brother “Frank.”

ter, can get now ner

Francis,” artist. “Martin,” swashbucklin

wants to go a falls in love with th

“Joan Collett.” “Ann,” at any artistic altar,

; ion pictures. : art or lurid ae neighborhood cat have their

hold dog and the | fun.

Wilson,” and “Ver, film’s gayety.

reveal none of thei an intriguing conso they still are desira

Situations involved rig| A in which 2 800 d

plot are, in general, of many of the players petency of a high or comparable character.

The show has iis Cornered Moon” atm stage play which met jt blends its situ

repute that seem that

; r winning popular Bier fe for a surprise.

folk are in

the production offers

marquee and adverti be amiss to much better prising. 1n.any, eye

should carry it a long way- Hollywood Theatre.

Previewed in the If the audience did not show it. O seemed to fee American as Bar Jiggs or Mame @

the Warners seem ae doing something about

remised on

ch in many cases 2 1 her difficult to popularize with

British and #@ty humorous.

have litan neighborhoo

omance concerns the Hilton family upon one

Scared but getting sore trial to him, yet fun for the audiences.

“Katherine,” ; here in her romance Ww!

e charming

either masterpieces of fine

ily’s servants, , ye ey ma” contribute no little to the

Of se “alr hat ends well. Ls ean r experiences, om lation in the knowledge tha

ble to the opposite sex. Z be

der in previous films of

characterizations, ations in that manner

i omedy. : of good O eings acai jabor under, it might “Call It A Day” wou

bel the film as a surp en a fifty-fifty

was inclined t

s 1 that the show was ju ney Google, Mr.


em to have

a British story To a great extent eliminating _ that has made such

domestic opinion

happened in any d or sub-

father of the family, “Beatrice Gwynn, certain enjoyment

er’s” efforts to work

Lacan d by “Muriel,” her a Murel’s” willy nilly elder daugh- th “Paul adolescent son who

g across the Continent, girl next door,

just a child, worships Even the house-

the cook, “Mrs.



it concludes with

band and wife ae but both find

the working out of the

have demonstrated com-

te a bit of the “Three osphere. Adapted from a with considerable success, dialogue and

which is the essence Because of the

ld be a difficult interest, but such In fact, although mes wpetti ‘tani not rise that has chance. of suts d of mouth comment

sing purposes,

nt.) wor

pee o be skeptical, it

d, the crow just as

and Mrs. M

» the other han

nd Vermont.—G.

All Concerned Hit In Smart Comedy


(Warners) Executive Producer........ Hal B. Wallis Associate Producer........ Henry Blanke Directomuciecsae ec Archie L. Mayo QOtiginalis scene. es Dodie Smith Screenplay’ .cccsscss<ctee Casey Robinson Photographer Ernest Haller

ANSS't -Ditector s.stccs Jack Sullivan

Cast: Olivia de Havilland, lan Hunter, Anita Louise, Alice Brady, Roland Young, Freida_ Inescort, Bonita Granville, Peggy Wood, Marcia Ralston, Walter Woolf King, Peter Willes, Una O’Connor, Beryl Mer- cer, Elsa Buchaman, Mary Field.

Superlatively played, written and directed, “Call It a Day” is delightful entertainment of the highest order. The dialog is witty and barbed, and laughter almost continuous. If you fail to pack your house with such an attraction, something is wrong with your campaign. Word of mouth is certain to be terrific.

The story is from the stage .StiGe cess by Dodie Smith. It receives (Brite liant screenplay treatment at the hands of Casey Robinson and topflight direction by Archie Mayo. Each of ihe numerous characters is given full opportunity to score and there is

fever a dull moment in Mayo's de- cisive direction.

in the lives of an English family—a day when spring arrives and all fan- cies father nearly becomes involved with


Olivia de Havilland, Anita Louise and lan Hunter in

“Call It a Day”

with Alice Brady, Roland Young, Frieda Inescort, Bonita Granville, Peggy Wood (HOLLYWOOD PREVIEW) Warner Bros, 89 mins.


“Call It a Day,” in its screen version, emerges as one of the Jéleverest Bits of entertainment this season. Further de- velopments of the characters and the theme, and added scenes have heightened the comedy decidedly. The story is concerned with the events that happen in “one day” to the Hiltons, an average English family, mediumly happy. The “day” is a “fluke,” and Roger Hilton (lan Hunter) describes it, a prematurely spring-like day, that stirs the blood of all of them. Hunter, at the husband, and Frieda Inescort, as the wife, have never strayed from the conventional, path of marriage, but something tingling in the air, and coincidental meetings, cause temptation to raise its ugly head. Olivia deHavilland, as the eldest daughter, is suf- fering from puppy-love for an artist, Walter Woolf King, who could easily be led, if not restrained by his sensible wife. Bonita Granville, the youngest child, thinks she is psychic and entertains a morbid fetish for Rossetti, poetic-painter. In the morning of the “day” Peter Willes, the son, is


determined to leave home, but Cupid lassoes him to Anita Louise, the young lady who lives next door. A chill breeze and the end of the “day” brings the family down to normal. The story is replete with home touches and generates one chuckle after the other. Though its undertone is sex- attraction, it always remains properly in- side the lines of respectability. Olivia de Havilland, Hunter, Frieda Inescort, King, Alice Brady, @it deliver splendid perform: @nces,) Each new picture for Bonita Gran- ville is another feather in her cap. She is a remarkable trouper and not to be classed among the child actresses. Phe pro= duction is a credit to Hal B. Wallis, and his associate Henry Blanke. Direction by Archie Mayo is sure and comprehensive. Insignificant situations that might escape another are enriched by his sense of com- edy. Casey Robinson’s adaptation of the Dodie Smith play leaves nothing to be de- sired.

Cast, Olivia de Havilland, lan Hunter, Anita Louise, Alice Brady, Roland Young, Friéda Inescort, Bonita Granville, Peggy Wood, Marcia Ralston, Walter Woolf King, Peter Willes, Una O'Connor, Beryl Mercer, Elsa Buchanan, Mary Field.

Executive Producer, Hal B. Wallis; Asso- ciate Producer, Henry Blanke; Director, Archie Mayo; Author, Dodie Smith; Sereen- play, Casey Robinson; Cameraman,’ Ernest Haller; Editor, James Gibbons.

Direction, Masterly. Photography, Excel-



“Call It a Day”



Ho.ttywoop, March 3 Shere is a Smart adaptation Of a smart stage play. Very humorous, it is brimful of those comedy elements which amuse all types of audiences, Telling a gay and airy story of the romantic adventures which befall a staid English family in the course of a day, the film is staged in a manner which makes all principals stars and offers each minor character the opportunity to participate in the joviality. (A natural for word-of-mouth build-Gp) the picture has plenty of showmanship potentialities for some sparkling campaigns.

In the spring, when fancies are said to turn to love, Ian Hunter,

a dutiful husband, is hard put to

escape the wiles of Marcia Ralston,

an actress. Frieda Inescort, his wife, is pushed into a giddy affair with Roland Young by Alice Brady, who is having a hectic time giving

him the cold shoulder.

Olivia de Havilland, her elder daughter, is in

the throes of an exotic love with Walter Wolfe King, an artist, but is stymied by him and Peggy Wood, his wife. Peter Willies, adoles- cent son yearning for Continental adventure, falls for Anita Louise,

the charming next door neighbor.

Bonita Granville, the child, wor-

ships any artistic muse whether it be high art or motion pictures, Their adventures are chock-full of entertainment quality that will make any audience eel goods) When a change is sought in the affairs of the family, attention is centered on the antics of the three servants, Elsa Buchanan, Una O’Connor and Beryl Mercer, also on the household

cat and the neighborhood dog.

Being free from the British atmosphere which makes difficult. the selling of an English story in this country, (iO One need Worry that eCall li a Day wont do good businessyhere and meet with popularity among the American masses. Even those who deliberately avoid English

pictures should go for this one. Dodie Smith play is continuously

Casey Robinson’s adaptation of the clever as it concentrates on the com-

edy_ elements. Archie Mayo directed skilfully, (@iving exhibitors and

audiences worthy merchandise.

Production Code Seal No. 2,872. Running time, 90 minutes. “G.”

The plot deals with a single day

turn. The staid accountant

ES ETS = os aah AE r te rr, Sage ean a Shae Sad

played by Peter Willes to complete the gallery of the five spring-struck Hil- tons.

Then, there are Alice Brady as a jittery, match-making friend, and Ro- land Young as her brother just re- turned from the far east.

Both con-

s Call It

Call It a Day

Warners pictur and rel

mais. executive producer.” ‘eae = Mia Archie Le Mayo oaucer. Directed e

a ; or = cant Robinson from the play: May oe cha Otographed by Ernest Hall 4

editor, James Gibbons Pai:

Art di- Musical direction

rector, John Huche: Ss. by Leo = Forbstein, Gowns by Orry uel eae Sullivan, assistant direc- yo Olivia deHavilland, Tan a me exes Brady, Ro- a Inescort, Walter a, Pesgy Wood, Marela Bane ee colt Kine, Peter Willes, Une reer, El and Mary Field, Previewed Marek wan

Warners Hol time; 89 een theatre. Running

Call It a Day’ is top-flight com- edy entertainment, It -has every

element needed to make it a suc. and with a proper build-up for eae etal should profit heavily 89 word-of-mouth advertising m mabes and de luxers alike

ey play by Dodie Smith was a Bin basis for a Screen offering but jeaeey Robinson's job of script- ipé as made this even better She a iter oe from start to Planned and poet ee sh be

merican and to an all-British front. a, a mest thorough WIth results that can- not help but indicate boxoffice a Photography of Ernest to standard throughout,

knitting it in He did this

The plot

centers household of 3 around the

y n English famil pe JS Cast as Roger Hilton, a : er, and Frieda Inescort plays : eee of Dorothy, his wife. Olivia Eade pees Katherine, their ild. Onita Granvill end Ate her young pic coe illes is cast as Martin, The Hiltons have 22 years of married |

80ne through

2 ife in r sul Suddenly, approaching. ey ia y, _ Miss deHavilland falls in wee a married artist, Walter oolf King, whose wife, Peggy

oy is his constant guardian. The ie reatens to run away to the inent and little Bonita Gran- ae Ps bit daft on the subject of act he whole household j

undle of nerves. rave

Alice B seal rady has another of those

be Roland of her brother, j i and seeking a He Gen in a finished manner.

There are m ; any complicati with Young falling in eae

j from Indi wife, and he dees it

a t, with the

e€ conti

ane Miss deHavilland, the sc°

pala Br his contemplated run-

oe y, journey for love of a aan Anita Louise, and th

mother and father happily eda

Standing that ies unsolicited both were victims of

an actress; the reserve of the mother is threatened by the impassioned love- making of a fervid admirer from the far east; the elder daughter has ideas about the dashing painter who is do- ing her portrait; the son forms an alliance with the girl next door; and even the youngest child entertains poetic flights. The resultant [tii as jast and furious, with laughs piling upon laughs. There can be no doubts that an audience will have a thor- oughly good time.

And what a cast has been assem- bled for these and other roles. No one can be said to steal the show, yet each performance would be a walk- away with less striking competition Exits of at least five players brought rounds of applause at preview, Bonita Granville being twice applauded for her superb portrayal of the romantic schoolgirl.

Olivia de Havilland delivers delight- fullyin perhaps her most exacting per- formance, playing light comedy_as, the elder daughter an Hunter is an utter joy’ as the father of the house and Freida Inescort faultless in the charm with which she invests the young mother, The son is cleverly

tribute purposeful comedy in charac- teristic, telling style. Anita Louise brings great beauty to the girl next door, a role all too brief.

As the portrait. oaintere! Walter Woolf King scores solidly. Peggy Wood registers memorably as the artists understanding wife. \Mareia

Ralston Stands Out as the designing Stage actress.

Beryl Mercer comes through with a comic gem as the family cook, matched beautifully by the playing of Una O’Connor and Elsa Buchanan as maids. Difficult to forget is the office drudge, played by Mary Field.

There are many instances of dis- tinct improvements. over the stage original, the most notable example being the cuts back and forth in. the conversations of husband and wife in their separate amours. In fact ‘‘Call it a Day’’ is a uniformly superior production under Hal B. Wallis as ex- ecutive producer and Henry Blanke as associate producer. Due credit, too, to the fine photography by Ernest Haller, the art direction by John Hughes and the musical score by Leo F Forbstein.


picture is bi i ; > Blessed with lock of outstanding Sitfccmances

lan Hunte Inescort, Wy Roland Young, Frieda

Granville easily

scenes. Olivia deH = very hard Part, en it with a realistic Perform- * e. Anita Louise has only a ve

rai role as the neighbor girl but eauty is an additio

ie n to the Se “Ht come through with ee See Mane ae roles are

+ Marcia Ralsto

ter Woolf King, Peter Willes Un, : Onnor, Beryl Mercer, | uchanan and Mary Field.

: their avilland js given

but she comes

Country of origin U. S, A. Copyright 1937 Vitagraph, Inc. All rights reserved. Copyright is waived to magazines and newspapers.

Sfirial Billing


Pictures Inc., Presents 5%

CALLIT 2 DAY u- with

Olivia de Havilland ° Ian Hunter 75%

Anita Louise : Alice Brady 75%

Roland Young °* Frieda Inescort 75% Peggy Wood © Walter Woolf King 20% Bonita Granville . Beryl Mercer 20%

Directed by Archie Mayo 40% A Cosmopolitan Production 40%

A Warner Bros. Picture 20%

Qotof Garactirs

Catherine Hilton Olivia de Havilland Roger Hilton Ian Hunter Joan Collett Anita Louise Muriel West Alice Brady POI LOPRES coo oes ecccissadlicis Sh OLA, ¥ GUNS Dorothy Hilton Frieda Inescort Ann Hilton Bonita Granville Ethel Francts Peggy Wood Beatrice Gwynn Marcia Ralston PvE RONEN aa. ciha RAC Ne cl sda Walter Woolf King Peter Willes

Una O’Connor

The Story

It is the first day of Spring in the home of Roger Hilton (Jan Hunter) a prom- inent accountant. Roger and his wife, Dorothy (Frieda Inescort) have been mar- ried twenty years without ever thinking of having other romances. They have be- come settled and rather stodgy.

Their daughter, Catherine, (Olivia de Havilland) is having her picture painted by a famous artist, Paul Francis, (Walter Woolf King), who has a weakness for women. She is infatuated with him. The younger daughter, Ann (Bonita Granville) has just discovered the beauty of poetry and worships before the shrine of Shelley and Rosetti.

During the course of the day, the effect of spring on the family causes no end of comic situations. The son, Martin (Peter Willes) discovers that the girl next door, Joan (Anita Louise) is lovely and forgets his desire for a car in his infatuation. She invites him to the theatre and he goes.

Roger, who suddenly begins to worry about his waist line, meets a new client, Beatrice Gwynn, a beautiful actress (Marcia Ralston), who finds him attractive and immediately makes a play for him. She invites him to her flat to discuss her in- come tax that evening. He goes, planning to have an affair with her, but at the last minute gets cold feet and returns to his home with an even greater love for his wife.

Dorothy meets Frank West (Roland Young) brother of her best friend, Muriel West (Alice Brady), and he falls in love with her, mistaking her for the woman Muriel has chosen for him to marry.

Dorothy is flattered by his attention and invites him home to supper. While Roger is at the flat of Beatrice, flirting with her, Dorothy is flirting with Frank.

Catherine goes to Paul’s studio, tells him of her love and makes a date to meet him at a rendezvous. He doesn’t meet her and instead goes to Italy with his wife, and Catherine goes to bed heartbroken.

Ann secures a painting by Rosetti to add to her collection. Her best moment of the day comes when Dorothy allows her to skip supper and go to a film based on Rosetti’s life.

The picture ends with the family going to bed, each member of it brought closer together by the events of the first day of Spring.

“kes Uke

OLIVIA DE HAVILLAND Faster than any young actress on the screen has Olivia de Havilland shot upward to fame during the last couple of years. Not yet 20, she is an acknowledged star, ranking among the greatest. Born in Tokio, Japan, where her British father was an attorney, she was brought as a baby to Saratoga, California, where she lived until the summer of 1935, when Max Reinhardt chose her to play Hermia in “A Midsummer Night’s Dream.” After playing in two lesser pictures for experience, Olivia was co-starred with Errol Flynn in “Captain Blood”, then again with him in “The Charge of the Light Brigade.” Her present picture is the Cosmopolitan Production “Call It A Day,” which opens ‘at the ......20.ccssccinon TROACEE ON spect a.

ANITA LOUISE Born in New York City 20 years ago, Anita an ethereal blonde of great beauty made her dramatic debut at 7 in the stage production of “Peter Ibbet- son.” She attended the Professional School in her native city and then the Greenwood School for Girls in Hollywood. She is unmarried and lives quietly with her mother. Some of her recent pictures include “The Story of Louis Pasteur,” “Anthony Adverse” and “Green Light.” At present she has one of the leading parts in “Call It a Day,” now showing At bhiel Gas eew ee ee Theatre.

IAN HUNTER was London’s most popular leading man. Played the Duke of Athens in “A Midsummer Night’s Dream” when Max Reinhardt picturized that for Warner Bros. This, 6-foot-2 actor is a South African, born in Cape Town. When only 14, he journeyed alone to England, his ship being shot at by U-boats. He bluffed his way into the World War three years later. After it, he went on the London stage, then into English pictures. He was leading man with Bette Davis in “The Girl From Fifth Avenue,” then with Kav Francis in “I Found Stella Parish,” “The White Angel” and “Stolen Holiday.” His present picture is

@ Pik tis SG “Call It A Day,” now on the screen at the o.cccccccmcccncu Theatre. De ObOT ise eee i a ER tages ee OE ea LAO Creer Bay poy SiN oso ee Ve ee ae Casey Robinson 7g. Jf, Chea, USook, Oriana: Play by. coc oh ae eae: ear ath PUBPOGTOPRY BY co occ oe Ernest Haller, A.S.C. EXPLOITATION: Page Page Bilin. Bator 8 i at ea Sa NOS GD DOIIS SOUMES WH TIS he ee iri cies 37) LICE Y: STORIES». 4-0-5 11 thru 16 : “‘Name the Day’’ Contest .._—s._—s... 4 Art Director Baaghie NL AR ida ca Siecle tg aa a John Hughes bebby. Seinccenenl Oe foo TANI So aaa 9 DE UST ORO 5 os SE Leo F. Forbstein Co-Op Ads, Tie-Up Stills Dm: AR ie Ot pean ee 10 AT et etal Senet ene aoe ot Dag) Sh 3 NATIONAL TIE-UPS........... 8 ACCESSORIES: ADVERTISING SECTION (coated PE hk et tS Oe 17 : SIGGR? ee a he ene Window Cards & Lobby... 18 Plerald G Novelties’... |... 19 eaten aitiee ae rite 11 Pe OP OUOS er, Pas a, eee ae

Length of Film Running Time

Page Three




Here’s a simple contest, yet difficult enough to sustain interest. Specially devised to plug title

and stars of the show.

Many additional publicity angles will suggest themselves to editors,

which should be to your advantage. Contest, complete with the 3 mats. Order Mat No. 203 B— 20c from CAMPAIGN PLAN EDITOR, 321 West 44th St., New York City.

(Ist Day Contest)

Name Day and Win Prize

Call the day, Movie Fans, and you can truly call it a day, for yowll be on your way to winning one of the valuable prizes the____.------- (newspaper) is offering to readers. Above you see Anita Louise all surrounded by lillies, and at the right, Olivia de Havilland. What particular days do these pictures represent? Hold your answers until the entire set of 6 pictures have been published. Prizes are tickets’ tos then 2 ee Theatre to see “Call It a Day” which ODONG Of a eee,

(Leadoff Story)


When you call it a day, Movie Fans, what do you call the day?

That’s what the (news- paper) wants to know, and what they will offer valuable prizes to find out.

Tomorrow a new and unusual contest begins in this newspaper.

Each day, for three days, pic- tures specially posed by the stars of the Cosmopolitan production “Call It a Day,” which opens at the Theatre on........ will be published. Each picture Name and address of con- will represent a specific day— testants should be clearly such as Christmas Day, or printed.

Thanksgiving Day.

Contestants are to study the pictures and the hints published below ‘each one, and make up their minds what days are repre- sented.

At the end of the contest, send your answers to the “Call It a Day” Contest Editor of the..... (newspaper). The first 25 cor- rect—or most nearly correct— ‘lists received, will each win two ~guest tickets to the...... The- atre where the lucky contestants will see one of the smartest, clev- erest comedies of the season pre- sented by a cast which includes Olivia de Havilland, Anita Lon- ise, Ian Hunter, Alice Brady, Ro- land Young and Frieda Inescort.

(Publish Daily) RULES OF CONTEST

J. Everyone is eligible to en- ter this contest except em- ployes of the The- atre, the .... (newspaper) and members of their fam- ilies.

Each of the six pictures represents a definite day, such as Christmas Day, Arbor Day, ete. Contest- ants must properly specify the particular days illus- trated by the pictures. No replies should be sent in until all six pictures have been published. Replies should be sent to the “Call It a Day” Contest Editor of the



First Day Easter (Anita Louise). Birthday (Olivia de Havil- land.


Second Day—Valentine’s Day (Anita Louise and Peter Willes).

St. Patrick’s Day (Olivia de Havilland).

Third Day —Father’s Day (Olivia de Havilland, Peter Willes, Bonita Granville and Jan Hunter).

Wedding Day—(Olivia de Havilland).

Page Four

- with

(1st Day Publicity)


Today the new ........ (news- paper) contest which offers guest tickets, “fOsetNe =... ene Theatre as prizes begins.

Published here are two pic- tures, one of Olivia de Havilland and the other of Anita Louise. Each picture represents a_ spe- cific day, a national holiday or something. We'll tell you defi- nitely that Christmas Day is not represented. But it will require practically no ingenuity to find out what these pictures mean. We ean’t promise though, that all will be as easy to read.

Tomorrow another pair of pic- tures appears and the following day the final two will be pub- lished.

Do not send in your answers to these pictures. Wait until all six have appeared and then sub- mit your replies to the “Call It a Day” Contest Editor of the aele wae (newspaper). The first 25 correct answers received will each win two guest tickets to see “Call It a Day,” the Cosmo- politan Produetion coming to the ie ae east Mhieatre cons sess aes Olivia de Havilland, Ian Anita Louise, Roland


“Young, Alice Brady and Frieda

Inesecort in the featured roles. Based on a stage play that had a sensational success in London and on Broadway, this is de- clared by critics to be one of the wittiest, cleverest plays of the year and one that every mem- ber of the family will enjoy. Now study the pictures get ready for tomorrow.


(3rd Day Contest)

Final Call For Day Prize

Today ends the “Call It a Day” Contest. You've been shown six pic- tures of the stars of “Call It a Day” which opens at the...

theatre on

lists received to the

pepe sew et ae haere Each pose represents a specific day.

Thanksgiving, New Year's etc. are examples of special “days.”

Name all six and rush your answers to the “Call It a Day’ Con-

4686 BGifor OF (ONO: 2-4-3 Go (postmarks count) will each win two guest tickets

_......... Theatre to see the breeziest funniest com- edy of the season.

(2nd Day Contest)

Prizes If You Call Day

Here’s the second step in the __________-------.--- (newspaper) three day

contest for Movie Fans, offering guest tickets to the —-.--.---.

Theatre to readers who can name the six specific days illustrated

by pictures of “Call It a Day’ stars. For instance Anita Louise

and Peter Willes might be illustrating “Christmas Day,” only

they’re not. Olivia de Havilland tells her own story. Now it’s up to you.

(Last Day Publicity)

Last Chance To Win Free “Call lt A Day” Tickets

Here’s your last chance, Movie Fans, to ‘‘Call The Day’’ and win two guest tickets to the Theatre where the Cosmopolitan star spangled comedy ‘‘Call It a Day”’ WiHlOpen OR alee or a! :

The two pictures shown today were posed by members of the cast and each picture represents a specific day (not Thanksgiving Day) known to everyone. All you have to do is to identify these days, and the four other days shown yesterday and the day be- fore, and rush your answers to the “Call It a Day” Contest Ed- LOL: Of HEM. Pe enae ss (newspaper).

The first 25 correct—or most nearly correct—lists received, will each win two tickets to the..... Theatre.

Seldom are eritics as unani- mous in praise of any motion picture as they have been of

“Call It a Day” which, as a stage production, was an outstanding hit in London and New York.

Now all you have to do to ob- tain an evening of hilarious fun and romantic thrills, is to use your best judgment and try to properly identify what the pic- tures represent. Speed of course, is a requirement.

So get busy and win yourself a real motion picture treat with Olivia de Havilland, Ian Hunter, Anita Louise, Alice Brady, Ro- land Young and a dozen other Hollywood film favorites in the smartest comedy of the year.

(newspaper). First 25 correct





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


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.


The title, “Call It a Day,’’ lends itself to use in an affective tele- phone 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.


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 dis- played, arrange to place two lines of copy on one of the larg- er 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.”


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 some- thing 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 every- body in town interested in this motion picture title contest. Offer a prize to the fan who sends in the longest list of pic- ture titles which contain the word ‘‘day.”’ For example, “‘Hol- iday,’’ Daybreak,”’ etc. Can be run right in theatre, or, if you prefer, in paper.


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 co- op 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





Here’s a swell way to sell film’s stars: Put your copy on a lobby board, leaving room for cutouts of sev- eral stars. In each star, player’s head is placed. Then lights are spotted behind each star, flashing on and off to reveal the heads. Display is inexpen- sive, yet quite effective.


Success of stage play sug- gests screening for local drama critic. After he sees the picture he’ll prob- ably give it a plug in his column, comparing the screen version with the play. And if you’re lucky, he’ll want to lecture on the subject from the stage of your theatre.



Try tying up with some civic organization on a search for your town’s typical family. The family should correspond to the Hiltons in the film, and of course you compare the two families during your search and throughout the publicity you you give it afterwards. Could be made a big stunt, with local stores offering merchandise, etc., to the winner.

AND THE IDEAL HOME Along the same angle, you could try to find the most perfect home in town. It shouldn’t be the biggest, necessarily, but just the typical American home. Again, stores ought to help you.

FAMILY TREE IN LOBBY Compo-board tree, with star heads on various branches. Catchline tells folks that it’s the nutty

family in “Call It a Day.”

FAMILY ALBUM Stills of stars could be arranged in a giant album in your lobby. Catchlines under each still can be taken from the ad copy, while general copy plugs film’s many stars. %


Think that kids springing up and down on pogo sticks couldn’t possibly plug your show? Well, they will if signs on their backs read “Get back that SPRING feeling and see ‘Call It a Day’ at the Strand Theatre.”” And the youngsters ought to be willing