Boxoffice (Apr-Jun 1937)

EXPLOITATION ANALYZING COMING PRODUCTIONS FROM THE BOXOFFICE ANGLE Each Exploitation Preview Is Arranged Conveniently for Clipping and Filing for Future Reference. NIGHT MUST FALL — METRO-GOLD WYN-MAYER The Cast: Robert Montgomery, Rosalind Russell, Dame May Whltty, Alan Marshal. Merle Tottenham, Matthew Bolton, Kathleen Harrison. Producer: Hunt Stromberg. Director: Richard Thorpe. Original Story: Emlyn Wililams. Screenplay: John Van Druten. Photography: Ray June. What it's about: Danny (Robert Montgomery), bellboy at a country hotel near London, has dreams of power and a way with women. He is the gigolo of Mrs. Chalbrool: (Kathleen Harrison), and the sweetheart of Dora (Merle lottenhami, maid at the home of Mrs. Bramson (Dame May Whitty). Dan murders Mrs. Chalbrook because she is jealous cf Dora. Mrs. Bramson plans to make him marry Dora, but he ingratiates himself and goes to work for the old lady. Her niece, Olivia (Rosalind Russell), is attracted by Dan’s insolence, although she is also repelled by him. She suspects him as the killer when Mrs. Chalbrook’s body is found, but shields him anyway. Dan kills and robs Mrs. Bramson and prepares to murder Olivia, who is rescued just in time by Justin Laurie (Alan Marshal), Mrs. Bramson’s attorney. WHAT to do and HOW to do it: Having established a notable reputation through his many portrayals of the suave, debonair young man-about-town and socialite, Robert Montgomery herein departs from those roles with his characterization of a semi-insane murderer, a fact which, properly publicized, should serve to create interest among his fans. Make his new role the basis of advertising, publicity and lobby display through such stunts as a portrait gallery in which he is transformed from a clean-cut youngster into an unkempt, evil-appearing murderer. Give Montgomery and Rosalind Russell marquee credits. CONDUCT A POLL Obtain from first-night patrons their opinions as to which type of role they prefer to have Montgomery play by passing out ballot cards. The results could be made the subject of a newspaper story, or a contest could be conducted through a newspaper to determine public reaction to his performance in the picture. Use the old stunt of darkening the house directly after a performance, before “Night Must Fall’’ has begun its rim, and have a woman’s voice scream out in the darkness. Then flash a spot on the stage, where a poster has been placed advertising the coming of the film. Make tieups on the title with electric light bulbs, in a display captioned: “‘Night Must Fall’ — and when it does your household needs proper illumination.” Similar tieups can be arranged on flashlights, with auto supply stores on headlight bulbs. CLOTHIERS TIEUP Contact clothiers for tieups on displays of tuxedos, women’s evening dresses, etc., on the line — “ ‘Night Must Fall.’ Get ready for that gay round of evening entertainment by stocking up with a new wardrobe.” Prepare a lobby poster with heads of Miss Russell, Merle Tottenham, and Dame May Whitty, each looking up at a larger portrait head of Montgomery, with billing reading; “What was the attraction that held these women to an insolent, murderous bellhop?” Adlines: A Hotel Bellllop . . . With No Assets But ‘a Dream for Power . . . and a Way With Women . . . Turns Murderer! His Very Insolence Attracted Her . . . Even Thouffh She Distrusted Him . . . and Suspected Him ot Murder! She Shielded Him When He Was About to Be Arrested for Murder . . . and He Rewarded Her by Trying to Kill Her! BOXOmCE :: April 10, 1937