Boxoffice-March.06.1948

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. . . the . . . Exploding . . Your . . Galloping . . Allan . . . . . . . . . . Tender, . . Greater . . And . . He . . Guns . . They . . She . . She . . Head . . Made . . EXPLOITIPS Suggestions for Selling; Adiines for Newspaper and Programs SELLING ANGLES: "Miracle of the Bells" SELLING ANGLES: "Scudda Hoo! Scudda Hay!" The novel on which this is based hit the best-seller lists and should be made the basis of special library and bookstore displays. Secure the endorsements of religious and civic groups after inviting representatives to a special screening. Supply local religious and school publications virith scene mats and stories. As giveaways use small pieces of cardboard cut out in the shape of bells and hcrng similar bell cutouts around the marquee. Scour newspaper files for stories of modern "miracles" and blow them up for lobby display. CATCHLINES: It's Heading Your Way . . . the Warmest, Humanest Movie You've Ever Seen . Heart Will Be Wearing a Great Big Smile . . . You'll Choke Up With Tears and Laughter ... at This Unforgettable Story. Just Once in a Lifetime . . . the Screen Rises to Such Triumph . . . You'll Want to See It Over and Over Again Happiest, Heartiest, Warmest Hit Ever Filmed . and a Human Story You'll Never Forget. jat in Scour around among outlying farm communities for mule teams and stage a contest to determine the most intelligent and hard-working, offering a prize to the winning owner. Point out in your advertising that the original by George Agnew Chamberlain was serialized in the Country Gentleman, condensed in the Readers' Digest and published as a novel. A young man resembling Lon McCallister, astride a mule, would make effective street ballyhoo. Conduct a contest for the longest list of words that can be spelled from the letters in the title. CATCHLINES: A Heart-Warming Triangle ... a Boy, a Girl and His Mule Team . Homespun Romance . . . the Story of a Simple Farm Boy Who Knows There Ain't No Animal as Smart as a Mule ... if He's Handled Right. It's as Neighborly as the Family Next Door . . . the Tender, Human Tale of a Love-Smitten Farm Boy . Over Heels in Love With the Belle of the County ... It was Great as a Book . as a Movie. SELLING ANGLES: "Strawberry Roan" SELLING ANGLES: "The Sainted Sisters" CATCHLINES: The Screen's Mightiest Drama of a Stallion Outlaw . Four-Footed Fury and Two-Fisted Daring ... A Magnificent Outlaw Stallion That Becomes a Legend of the West . Gene Autry Defies a Gun-Crazed Posse to Win Justice for a Great Horse. Run a rocking-horse contest by having one on display in the lobby and advertising it will be given away to the ticketholder having the lucky number the night of the show opening. Ask local shops to feature "Autry gloves," "Autry hats," "Autry boots." Get local music stores to display Gene Autry platters and guitar exhibits. Use a horseshoe display in the lobby—also a large still of the Strawberry Roan. Both Branded Outlaws but a Kid's Life and a Girl's Happiness Depend on Them . . . The Wild Horse Country Hurls Aulry His Greatest Challenge . . . "Horses, Like People, Need a Lot of Lovin' "... A Great Horse Story, a Great Heart Story. Tie the title in with a "sister act" display of women's and girls' clothing, shoes, etc., with local merchants, illustrated with stills of Veronica Lake and Joan Caulfield, who portray sisters in the picture. Stage a "two-for-one-price" matinee for sisters who can identify themselves as such. Use two attractive blonde girls, who resemble each other, in street ballyhoo. Stills of Barry Fitzgerald as a tombstone-carver could be used in gag tieups. CATCHLINES: The Guy Was Amorous . Had Money to Spend . He Thought the Sisters Were Honeys ... But He Changed His Mind When He Discovered the Interlude Cost Him Twenty-Five Grand . All His lllu You'll Love the Sainted Sisters . . . Who Were Too Generous With Other People's Money . Had Plenty of Ideas About Making a Living ... At the Expense of Somebody Else . . . Until a Guy Without A Dime . Them Realize Honesiy Pays Off. SELLING ANGLES: "Phantom Valley" ^;- Use still displays of the Durango Kid in striking poses, accompanied by stills of Smiley as comedy relief. Ask local owners of juke boxes to use Smiley records in their machines and get displays of some in the music stores. Use a newspaper or radio "Valley Quiz" asking for the names of valleys famous for winter sports, little rainfall, world famous power and irrigation, etc. Have a masked man or boy on horseback ride the principal streets wearing a sign: "I'm heading for Phantom Valley, State Theatre, Friday." CATCHLINES: Deadly Durango Shooting Up Bad Men, Songster Smiley Cooking Up Laughs . . . Durango and Smiley Rout Rustlers With Bullets and Song in Yippee Style . . . Roaring Rhythm and Fast Action on the Old Cattle Range. Song-Studded Thrills in Bandit Infested Hills . . . The West's Big Tune, Action and Thrill Team . Hoofs, Blazing Guns, Rollicking Tunes ... He Looked for the 'Woman and Found Her the Leader of the Gang. SELLING ANGLES: 'The Man From Texas" Groundwork has been laid by the producers for advance advertising in national magazines and with product tieups. A true-false quiz contest about Texas will help to call stills attention to the film as will from the picture decorating the lobby. Radio spot announcements can whip up interest in the thrilling aspects of the film and local bookstores using window cards with displays of western books or those containing the word Texas arouse interest. A lobby showcase display of a train holdup will be worth the trouble of assembling. CATCHLINES: He Didn't Say Much—His Guns Talked for Him . . . Shooting, Looting, Loving—All in His Blood . Found What a Thousand Bullets Missed—His Heart ... A Price on His Head, a Woman in His Heart, Hot Guns in His Hands. The Renegade Hero of a Lawless Era Texas Was His .' . . Country, Plenty Big, Plenty Rough, Plenty Tough . . . Half Saint, Half Renegade, but All Man . Wanted a Church Wedding and a Respected Place in the Community ... He Got Money From a Bank—Once—by Signing a Note! SELLING ANGLES: "Oklahoma Badlands" SELLING AN€n.ES: "Tornado Range" If you haven't already done so, organize an Allan "Rocky" Lane Fan club among your juvenile patrons and supply them with inexpensive membership cards and badges. With local merchants supplying prizes, stage a cowboy costume contest for the kids at matinees. Arrange window displays of western-type clothing and make the usual tieups with magazine distributors on pulp western pubUcations. For lobby display prepare a blown-up map of the Oklahoma badlands country. CATCHLINES: It's Your Favorite New Western Hero . "Rockv" Lane ... in Fierce, Furious Outdoor AdVenture ... a Six- Shootin' Gang Buster ... Out to Corral Land-Lootin' Killers ... in a Flaming Showdown. A Two-Fisted, Straight-Shooting Story of the Old West . as Allan "Rocky" Lane Fights a Fearless Battle ... to Bring Justice to the Bandit-Ridden Badlands . . . It's a Fast and Furious Outdoor Thriller. Arrange tieups with music shops and department stores for window and counter displays of songs by Eddie Dean and his Majestic recordings. Run a contest to discover the boy or girl who has the best singing voice and let the opening night audience be the judge. Make the winner honorary president of a local Eddie Dean Fan Club. A man wearing a cowboy outfit and riding a horse with a playdale slung over the saddle will attract attention. CATCHLINES: Eddie Dean Has a New Gal, a New Horse and a Saddle- Bag of New Songs . . . Eddie Is Hot on the Trail of the Outlaws Who Ride Tornado Range . Blaze and Bullets Fly As the Cattle Ranchers Claim Open Range. Eddie Dean and His Horse, Copper, in a Tale of Rip- Roaring Action . . . It's Action at Its Best as Eddie Dean Battles the Outlaws Who Are Fighting the Homesteaders.

Opinions on Current Productions; Exploitips for Selling to the Publit FEATURE REVIEWS Holiday Camp Univ-Int'l 97 Minutes Drama Rel. Fob. '47 Typically British in its atmosphere and characterizations, yet a delightfully warm and entertaining tale ol working people on a holiday. Because the all-English cast has scant name value, the picture is best suited to art houses. However, it rates extra selling as a dualler in neighborhood spots, where average audiences will enjoy the down-toearth humor. Director Ken Annikin skillfully employes the "Grand Hotel" pattern to bring together the many sub-plots in a rambling story which alternates between comedy and dramatic sequences. While their accents seem too heavy at the start, the British players have an acting field day with their well-sustained characterizations. Flora' Robson gives a moving portrayal of a lonely spinster. Jack Warner is amusing as a family man and Esma Cannon makes an engaging, man-chasing nitwit. Flora Robson, Dennis Price, Hazel Court, lack Warner, Kathleen Harrison, Jimmy Hanley. Esme Cannon. Kings of the Olympics - Part 1 F United Artists 60 Minutes Hel.- With the sports writers stirring up interest in the Olympic games to be held in London next July, this hour-long camera record of the 1936 Berlin Olympics should prove timely. During the next six months it will have boxolfice possibilities as a second feature in regular situations or as a single feature for newsreel theatres. Its appeal need not be restricted to sports fans. There is artistic camera work and keen drama for all in the foot races, jumping events, and water sports shown here. Some of the U.S. athletes who made sports history as participants in these events are Jesse Owens, Ralph Metcalfe, Glenn Cunningham and Ken Carpenter. Narration is well handled by Bill Slater. Joseph Lerner and Max Rosenbaum are to be commended for their editing job on the vast footage shot by 600 German cameramen. Part II of the 1936 Olympics will be released after Part I has been played off. It will include soccer, polo, bicycle races, the decathlon and marathon. Jenny Lamour A J^Z;. The Fight Never Ends F Foremost Films 102 Minutes Hel. A racy, realistic and suspensful murder mystery with a backstage background which permits the logical introduction of songs and specialties. One of the best of the Frenchlanguage imports, it should do strong business in art houses. The Parisian music hall atmosphere and sexy theme also might be exploited in other metropolitan spots but it's strictly adult fare and not for neighborhood audiences. The English titles approach the risque, several of the characters are degenerate and some of the situations are spicy, to say the least. The songs, including the catchy "Dance Avec Moi, ore delivered in spirited fashion by Suzy Delair, who gives an excellent portrayal of an ambitious entertainer. Louis Jouvet gives another outstanding performance as a calm and cagy police inspector. Directed by Henri-Georges Clouzot. Foremost Films is at 229 West 42nd St., N.Y.C. Louis Jouvet, Suzy Delair, Bernard Blier, Simone Renant, Charles DuUin, Rene Blancart. A Lover's Return A Westport International 96 Minutes Rel. A slow-moving and cynical tale of revenge and adolescent love, this French-language film is adult fare. The names of Louis Jouvet and Gaby Morlay aie familiar to art theatre patrons and the film will do good business in sure-seaters. Except where French-speaking patrons predominate, the picture will hove little value generally. Jouvet gives one of his customary suave portrayals of a middle-aged lover and Miss Morlay contributes a sincere performance as a matron who hopes to recapture the thrills of young love. But it is Ludmila Tcherina who stands out for her beauty, her capable acting and her hne dancing in the several ballet sequences. These have been lavishly staged and well photographed. A successful impresario returns to the town where a shooting broke up his romance of 20 years before. Directed by Christian Jaque. Louis Jouvet, Gaby Morlay, Francois Perier, Ludmila Tcherina, Jean Brochard, Marguerite Moreno. Laugh, Pagliacci Continental Films 89 Minutes Rel. One of the better Italian-language films with some dramatic acting and fine singing to offset the out-moded plot. Beniamino Gigli's draw with opera lovers makes this surefire in the art theatres and in a few metropolitan houses. Public curiosity about 'Valli, currently starring in Selznick's "The Paradine Case," also mokes it suitable for duals, especcially in Italian neighborhoods. 'Valli looks lovely in period costumes and gives an engaging performance as an unsophisticated girl. Gigli's glorious voice is heard to advantage in arias from "Pagliacci" but his acting and hefty appearance leave something to be desired. However, Paolo Hoerbiger gives a moving portrayal of a tragic old clovim, the prototype of the character in the Leoncavallo opera. Directed by Guiseppe Fatigati. Continental is at 1560 Broadway, N.Y.C. Alida Valli, Beniamino Gigli, Paolo Hoerbiger, Dagny Servaes, Carlo Romano. Alexander 70 Minutes Rel. With Joe Louis, world heavyweight chomp, as the star, this all-Negro film about juvenile delinquency in Harlem should be able to boost grosses for Negro theatres down south and for northern theatres catering to predominantly Negro audiences. The Joe Louis reputation also should help sell the picture as a Saturday children's show attraction. Aside from Louis and the Mills Brothers, the picture has little to offer except a peachy story about the evils of crime. The acting and story leave much to be desired. As long as Louis is kept busy on the screen and) is shown sparring in the ring, it is doubtful whether the production shortcomings will bother his many fans. There also is the chance that the film may convince some potential reform school candidates that crime doesn't pay. Joseph Lerner directed. Alexander Productions, 306 Lennox Ave., New York, N. Y. Joe Louis, Ruby Dee, The Mills Brothers, Fanny Harrel Tillman. Siritzsky International 126 Minutes Rel.- The artistry of producer-writer Marcel Pagnol and the superb acting ability of the late Raimu are combined in an outstanding French language film. The popularity of the character actor with art theatre patrons, plus the favorable critical comjnent, will make this a strong draw in the sure-seaters. The picture's illegitmacy theme and the twohour running time make it unsuitable for dual showings in neighborhood and subsequent runs. The story has a strong emotional appeal, is filled with human interest andi contains enough realistic dramatic and comedy touches for two ordinary films. Raimu gives a deeply moving performance of an anxious grandfather and Charpin splendidly alternates the amusing and pathetic side of an excitable middle-aged lover. Orane Demazis is fair. Directed by Marc AUegret, this was originally filmed as port of a trilogy in 1937. Raimu, Orane Demazis, Pierre Fresnay, Charpin. Alida Rouffe. Passionelle A Distinguished Films 81 Minutes Rel. Marriage for convenience with sex on the side gets a thorough goingover in this French film based on a novel by Emile Zola. It is a picture for adult art and foreign-language audiences who will not be shocked by its blunt treatment of premarital relations. There is nothing idyllic about the story of a small town family of French aristocrats. The practical-minded mother arranges a "good" marriage for her convent-educated daughter. The daughter, who has been having an affair with her maid's son, balks at marrying the man of her mother's choice. When her jealous lover ' '"", threatens to expose her, she murders him and calls in the '.'"v to village postal clerk dispose of the body. This clerk has long been in love with the girl, and therefore does as he is asked. As a result he is accused of the murder, and "takes the rap." Edmond Gieville directed. Jacques Castel- Odette Joyeaux, Alorme, Sylvie, Roger Blin, lot, Raymond Galle. March 6. 1948 909

Opinions on Current Productions; Exploitips for Selling to the Publit<br />

FEATURE REVIEWS<br />

Holiday Camp<br />

Univ-Int'l 97 Minutes<br />

Drama<br />

Rel. Fob. '47<br />

Typically British in its atmosphere and characterizations,<br />

yet a delightfully warm and entertaining tale ol working<br />

people on a holiday. Because the all-English cast has scant<br />

name value, the picture is best suited to art houses. However,<br />

it rates extra selling as a dualler in neighborhood<br />

spots, where average audiences will enjoy the down-toearth<br />

humor. Director Ken Annikin skillfully employes the<br />

"Grand Hotel" pattern to bring together the many sub-plots<br />

in a rambling story which alternates between comedy and<br />

dramatic sequences. While their accents seem too heavy<br />

at the start, the British players have an acting field day with<br />

their well-sustained characterizations. Flora' Robson gives<br />

a moving portrayal of a lonely spinster. Jack Warner is<br />

amusing as a family man and Esma Cannon makes an<br />

engaging, man-chasing nitwit.<br />

Flora Robson, Dennis Price, Hazel Court, lack Warner,<br />

Kathleen Harrison, Jimmy Hanley. Esme Cannon.<br />

Kings of the Olympics - Part 1 F<br />

United Artists 60 Minutes Hel.-<br />

With the sports writers stirring up interest in the Olympic<br />

games to be held in London next July, this hour-long camera<br />

record of the 1936 Berlin Olympics should prove timely.<br />

During the next six months it will have boxolfice possibilities<br />

as a second feature in regular situations or as a single feature<br />

for newsreel theatres. Its appeal need not be restricted<br />

to sports fans. There is artistic camera work and keen drama<br />

for all in the foot races, jumping events, and water sports<br />

shown here. Some of the U.S. athletes who made sports<br />

history as participants in these events are Jesse Owens,<br />

Ralph Metcalfe, Glenn Cunningham and Ken Carpenter. Narration<br />

is well handled by Bill Slater. Joseph Lerner and<br />

Max Rosenbaum are to be commended for their editing job<br />

on the vast footage shot by 600 German cameramen. Part<br />

II of the 1936 Olympics will be released after Part I has been<br />

played off. It will include soccer, polo, bicycle races, the<br />

decathlon and marathon.<br />

Jenny Lamour A J^Z;.<br />

The Fight Never Ends<br />

F<br />

Foremost Films 102 Minutes Hel.<br />

A racy, realistic and suspensful murder mystery with a<br />

backstage background which permits the logical introduction<br />

of songs and specialties. One of the best of the Frenchlanguage<br />

imports, it should do strong business in art houses.<br />

The Parisian music hall atmosphere and sexy theme also<br />

might be exploited in other metropolitan spots but it's<br />

strictly adult fare and not for neighborhood audiences. The<br />

English titles approach the risque, several of the characters<br />

are degenerate and some of the situations are spicy, to say<br />

the least. The songs, including the catchy "Dance Avec Moi,<br />

ore delivered in spirited fashion by Suzy Delair, who gives<br />

an excellent portrayal of an ambitious entertainer. Louis<br />

Jouvet gives another outstanding performance as a calm<br />

and cagy police inspector. Directed by Henri-Georges<br />

Clouzot. Foremost Films is at 229 West 42nd St., N.Y.C.<br />

Louis Jouvet, Suzy Delair, Bernard Blier, Simone Renant,<br />

Charles DuUin, Rene Blancart.<br />

A Lover's Return<br />

A<br />

Westport International 96 Minutes Rel.<br />

A slow-moving and cynical tale of revenge and adolescent<br />

love, this French-language film is adult fare. The names of<br />

Louis Jouvet and Gaby Morlay aie familiar to art theatre<br />

patrons and the film will do good business in sure-seaters.<br />

Except where French-speaking patrons predominate, the<br />

picture will hove little value generally. Jouvet gives one<br />

of his customary suave portrayals of a middle-aged lover<br />

and Miss Morlay contributes a sincere performance as a<br />

matron who hopes to recapture the thrills of young love. But<br />

it is Ludmila Tcherina who stands out for her beauty, her<br />

capable acting and her hne dancing in the several ballet<br />

sequences. These have been lavishly staged and well<br />

photographed. A successful impresario returns to the town<br />

where a shooting broke up his romance of 20 years before.<br />

Directed by Christian Jaque.<br />

Louis Jouvet, Gaby Morlay, Francois Perier, Ludmila<br />

Tcherina, Jean Brochard, Marguerite Moreno.<br />

Laugh, Pagliacci<br />

Continental Films 89 Minutes Rel.<br />

One of the better Italian-language films with some dramatic<br />

acting and fine singing to offset the out-moded plot.<br />

Beniamino Gigli's draw with opera lovers makes this surefire<br />

in the art theatres and in a few metropolitan houses.<br />

Public curiosity about 'Valli, currently starring in Selznick's<br />

"The Paradine Case," also mokes it suitable for duals, especcially<br />

in Italian neighborhoods. 'Valli looks lovely in period<br />

costumes and gives an engaging performance as an unsophisticated<br />

girl. Gigli's glorious voice is heard to advantage<br />

in arias from "Pagliacci" but his acting and hefty<br />

appearance leave something to be desired. However, Paolo<br />

Hoerbiger gives a moving portrayal of a tragic old clovim,<br />

the prototype of the character in the Leoncavallo opera. Directed<br />

by Guiseppe Fatigati. Continental is at 1560 Broadway,<br />

N.Y.C.<br />

Alida Valli, Beniamino Gigli, Paolo Hoerbiger, Dagny Servaes,<br />

Carlo Romano.<br />

Alexander 70 Minutes Rel.<br />

With Joe Louis, world heavyweight chomp, as the star,<br />

this all-Negro film about juvenile delinquency in Harlem<br />

should be able to boost grosses for Negro theatres down<br />

south and for northern theatres catering to predominantly<br />

Negro audiences. The Joe Louis reputation also should help<br />

sell the picture as a Saturday children's show attraction.<br />

Aside from Louis and the Mills Brothers, the picture has little<br />

to offer except a peachy story about the evils of crime. The<br />

acting and story leave much to be desired. As long as Louis<br />

is kept busy on the screen and) is shown sparring in the<br />

ring, it is doubtful whether the production shortcomings will<br />

bother his many fans. There also is the chance that the film<br />

may convince some potential reform school candidates that<br />

crime doesn't pay. Joseph Lerner directed. Alexander Productions,<br />

306 Lennox Ave., New York, N. Y.<br />

Joe Louis, Ruby Dee, The Mills Brothers,<br />

Fanny<br />

Harrel Tillman.<br />

Siritzsky International 126 Minutes Rel.-<br />

The artistry of producer-writer Marcel Pagnol and the<br />

superb acting ability of the late Raimu are combined in<br />

an outstanding French language film. The popularity of<br />

the character actor with art theatre patrons, plus the favorable<br />

critical comjnent, will make this a strong draw in the<br />

sure-seaters. The picture's illegitmacy theme and the twohour<br />

running time make it unsuitable for dual showings in<br />

neighborhood and subsequent runs. The story has a strong<br />

emotional appeal, is filled with human interest andi contains<br />

enough realistic dramatic and comedy touches for two<br />

ordinary films. Raimu gives a deeply moving performance<br />

of an anxious grandfather and Charpin splendidly alternates<br />

the amusing and pathetic side of an excitable middle-aged<br />

lover. Orane Demazis is fair. Directed by Marc AUegret, this<br />

was originally filmed as port of a trilogy in 1937.<br />

Raimu, Orane Demazis, Pierre Fresnay, Charpin. Alida<br />

Rouffe.<br />

Passionelle<br />

A<br />

Distinguished Films 81 Minutes Rel.<br />

Marriage for convenience with sex on the side gets a<br />

thorough goingover in this French film based on a novel by<br />

Emile Zola. It is a picture for adult art and foreign-language<br />

audiences who will not be shocked by its blunt treatment<br />

of premarital relations. There is nothing idyllic about the<br />

story of a small town family of French aristocrats. The practical-minded<br />

mother arranges a "good" marriage for her<br />

convent-educated daughter. The daughter, who has been<br />

having an affair with her maid's son, balks at marrying<br />

the man of her mother's choice. When her jealous lover<br />

' '"", threatens to expose her, she murders him and calls in the<br />

'.'"v to village postal clerk dispose of the body. This clerk has<br />

long been in love with the girl, and therefore does as he is<br />

asked. As a result he is accused of the murder, and "takes<br />

the rap." Edmond Gieville directed.<br />

Jacques Castel-<br />

Odette Joyeaux, Alorme, Sylvie, Roger Blin,<br />

lot, Raymond Galle.<br />

March 6. 1948 909

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