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Riptide
pressbook for the 1934 pre-Code romantic drama film Riptide, starring Norma Shearer and Robert Montgomery. A pressbook is a promotional manual sent to movie theater owners (exhibitors) to guide their local marketing efforts.
This specific page details a variety of exploitation (publicity) strategies and tie-ins designed to generate "tremendous woman interest," including:
Title Contest: A "National Riptide Title Slogan Contest" with a $1000 cash prize for the best title slogan.
Radio Scripts: Free 15-minute radio scripts for local stations to use as promotion.
Tie-Ins: Suggestions for collaborations with local businesses like A. S. Beck Shoe Store, local women's clubs, and a Montgomery Cadillac dealer to offer prizes and generate cross-promotion.
Publicity Materials: Mentions of "Colortone Slides" and "Trailers" to run in the theater, as well as ideas for newspaper ads like "Inquiring Reviewer" columns and contests to name other pictures the two stars made together.
Riptide was released by Metro-Goldwyn-Mayer (MGM) in March 1934, shortly before the Production Code was strictly enforced, and it explores pre-Code themes of an "impetuous romantic" woman's past affecting her marriage. |
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