Boxoffice (Apr-Jun 1937)

ALL IS CONFUSION — RKO RADIO The Oast: Joe E. Brown, Florence Rice, Ouy Kibbee, Vinton Haworth, Anthony Nace, Harlan Briggs, Benny Iturt. Producer: David L. Loew. Director: Edward Sedgwick. Original Story: Richard Macauley. Screenplay: Richard Macauley, Richard Flournoy. Pliot<»grapher: Alfred Gilk. What it's about: When Elmer Lane (Joe E. Brown), jack-of-all-trades on the Claremont Chronicle, wins $5,000 in a slogan contest, J. Rutherford Waddington (Guy Kibbee), confidence man, sells him on the idea of forming a “radio beam” airplane company. This breaks the heart of Betty Harrison (Florence Rice) , Elmer’s fiancee. Elmer’s rival, Harvey Schumann (Vinton Haworth), scoops him on the discovery of a murdered gangster. Elmer traces down the theory that the gangster was dumped from an airplane by perfume smugglers flying from Canada. He gets on their trail, using a radio-controlled airplane invented by Bill Hilton (Anthony Nace), forces the crooks down, and becomes a town hero, only to discover that he was duped by Waddington. An aviation company offers to refinance his “radio beam” airplane company, using Bill’s invention and making Elmer president. WHAT to do and HOW to do it: Taken from the popular series of Saturday Evening Post stories by Richard Macauley, this boasts a cast headed by that reliable comic, Joe E. Brown, who has established a definite boxoffice following among comedy fans. He is given comedy support by Guy Kibbee, equally well-known, and Florence Rice. Give the trio marquee billing. SATEVEPOST STICKERS Cash in on the pre-sold audience composed of millions of Post readers by constructing a large facsimile of the magazine’s cover, with Brown crashing through the page astride an airplane. Arrange with the local magazine distributor to place stickers or heralds on every copy of the weekly distributed in town. Joe plays the editor, society reporter, copy-reader and about everything else on a small-town newspaper. This provides a basis for an invitation to local newspapermen to see the picture at a special showing. As Elmer Lane, Joe plays a born blunderer who involves himself in apparently inextricable intricacies, only to clear the path and gain ultimate success through a crowning mistake which, absolutely unintentionally, rectifies matters. Presenting the highlights of the plot, conduct a contest whereby entrants submit their “confessions” — short letters relating blunders they have made, throwing themselves into hopeless confusion from which they pulled themselves out. The funniest letters gain free tickets. JUVENILE BASEBALL CLUB Brown’s ardent devotion to baseball, both as player and fan, is well-known, and as the film will be released at the height of the baseball season, organize a club of juveniles called the “Joe E. Browns,” to play indoor ball. Promote such merchandise as uniforms, mits and bats from local merchants. Perhaps Brown could be persuaded to send an autographed mit or bat to the club. Obtain stills showing the sequence in which Joe’s car is hit and damaged by a disabled airplane as the basis for an insurance agency tieup. Plant copy reading: “ ‘All Is Confusion’ when this happens. Avoid a lot of such grief by being sure that your property is fully insured.” Tie up with department stores on a display of vacuum cleaners, with copy: “If ‘All Is Confusion’ around your home, you’ll undoubtedly be in the market for a new. Eureka vacuum. Let us show you how to make house-cleaning a pleasure.” Send out postcards written in mimeographed handwriting to patrons on the mailing list, reading: “Come at once. All is confusion. Elmer.” Give the theatre address. Adlines: Joe’s a Reporter . . . and a Riot ... as a Small-Town Boy With BigTime Ideas! Here Comes Kliner I.ane . . . Favorite Fietional Character of Millions of Saturday Kvenina Post Headers! All is Confusion . . . When Elmer Loses Ills Job . . . His Girl . . . and His Money . . . and Wins Them All Back! Elmer Was a Fool for Trouble . . . and the I)ee|)er He Got in, the Quicker He Got Out! BOXOFTICE :: April 10, 1937