Boxoffice (Apr-Jun 1937)

KING OF THE GAMBLERS —PARAMOUNT The Cast: Akim Tamiroff. Lloyd Nolan, Claire Trevor, Helen Burgess, Larry Crabbe, Harvey Stephens. l*ro(liicer: General Office. Direetor: Robert Florey. Original Story: Ben Hecht, Charles Mac Arthur. Photographer: Harry P’ischbeck. What it's about: Steve Kalkas (Akim Tamiroff) is king of the slot machine racket, forcing his machines on unwilling customers and putting the finger on those who buck him. He is interested in Dixie (Claire Trevor), entertainer in a nightclub run by Eddie (Larry Crabbe). Jim (Lloyd Nolan), a drunken newspaperman, interferes with Kalkas’ attentions to Dixie and is bounced out. Dixie picks him up and, in taking care of him, falls in love with him. She packs him off on an important assignment for his paper, then accepts Kalkas’ proposal of marriage. To hush up a projected investigation of his racket, Kalkas kills his aide and is responsible for the murder of Jackie (Helen Burgess), Dixie’s roommate, who knew too much. Jim sets a trap for Kalkas, captures him, and he and Dixie plan marriage. WHAT to do and HOW to do it: Always a timely subject, the law’s crusade against slot machines and illegal gambling in general furnishes the theme for this film. That rapidly-rising character villain, Akim Tamiroff, has the leading role in this, and should receive advertising credits on the marquee in conjunction with Claire Trevor, Lloyd Nolan and Helen Burgess. Obtain tear-sheets from newspapers concerning stories of raids by police and vice squads on various gambling establishments for lobby easel layouts, with illustrations of police breaking up slot machines and destroying other illegal devices. If the local police chief likes publicity have him appear as guest of honor at the first showing of the film. He might make an address on “Why you can’t win in this slot-machine racket,” or his opinions could be used as a newspaper feature or in advertising copy. NAME-ROULETTE WHEEL Use the roulette-wheel gag in the lobby, mounting a wheel which uses, instead of numbers, names of various motion picture stars. The player who spins the wheel wins if the name of a player in this film comes up, and gets free admission; otherwise he pays. A novel lobby stunt would be to plant one of the pin-marble games in the foyer, with free admission going to those who make a certain high score. Allow each patron only one try. Make tieups with auto supply houses on safety devices for motor cars: “Don’t gamble with your life! Buy a set of Goodrich blow-out proof tires and DRIVE SLOWLY!” Use stills showing gambling scenes from the film to illustrate the point. Merchandise tieups of all types, including real estate, stock investment advice, etc., can be made on the “It’s no gamble when you buy from us” angle. CARD DECKS TO CLUBS Give away new decks of cards to local lodges, card and social clubs, stamping theatre and picture billing on each card. As a mailing list stunt, send a high card out of a playing deck in an envelope to selected persons, with a note attached, reading: “This is only the first card in a perfect entertainment hand. Come and see ‘King of the Gamblers,’ opening at the Blank Theatre next week, for the guaranteed enjoyment jackpot!” Throwaways reading: “We’ll take a gamble if you will. If you’re not satisfied that the ‘King of the Gamblers’ is an entertainment natural, we’ll refund your admission stakes,” will make suitable copy. The story packs sufficient action to warrant the preparation of a series of cartoon sti’ips to be used as advertising copy in a local paper a la Dick Tracy or Dan Dunn adventure comics. Adlines: He Made Millions liy Taking Sucker.s’ Money . . . But He Lost When He Played a Crooked Game With a Square-Shooting Girl! King of Gamblers . . . Terror of the Niiniber.s Raeket . . . But a. Chump in I.ove! Tlie Greatest Enemy tlie Pubiic Idas Ever Kno-ivn . . . Who Thrives on tlie Pennies of School Children . . . the Nickels of tVorking Men! He Always Played AVith a Slacked Heck Dealt a Hand That Spelled Death! Bui Lost B hen He Wi BOXOFFICE : : April 10, 1937