Motion Picture Herald (Oct-Dec 1956)

A pprocic k LUST FOR LIFE — MGM. CinemaScope, in MetroColor. The fascinating story of the famous artist, Vincent Van Gogh, his struggle for fame, and his turbulent love life, with Kirk Douglas in a startling resemblance to the original artist. Women played a vital role in his emotionally-complex career, and his paintings are known and loved by millions. In this fine color photography, you’ll see many Van Gogh originals, as wonderful as they really are. 24-sheet and all posters have strong pictorial art of the principal character and his setting. Some of the advertising styles have been “sexed-up” to a degree which is misleading, for there’s little in the picture to justify the approach. Van Gogh’s “Lust for Life” was his art, and not a portrayal of sex conquest. It is “the most revealing life inspired story ever filmed” — but some of the sales angles promise something more spicy than will be found on the screen. Take the picture to your opinion makers on its merits, and you’ll find top-bracket people praising you for presenting a truly fine attraction. Two heralds, from Cato Show Print — one in regular style, the other oversized for coloring contests — are very desirable as attention-getters. Newspaper ad mats in different styles, sizes and shapes give you a choice, and the complete campaign mat has nine ad mats and slugs, and two publicity stills, for small situations, all for 35c, at National Screen — your money’s worth. Plenty of book-store tieups, art store tieups, school and cultural group tieups with a “Study Guide” and a special educational one-sheet for display purposes. A vast amount of national magazine and organized pre-selling helps this film with all the quality audience that you want to attract as regular patrons. THESE WILDER YEARS— MGM. A picture we don’t seem to have heard very much about — but the pressbook is impressive with names and showmanship ingredients. It’s a story of a teen-ager with a woman’s heartache, with James Cagney, Barbara Stanwyck, Walter Pidgeon, and Betty Lou Keim. Three good star names, and a new 17-year-old in her film debut. She looks attractive in the pressbook layouts. 24-sheet and all posters designed to create cut-outs for your lobby and marquee, and with strong faces and good action. These posters will sell the picture. Newspaper advertising is adequate, but doesn’t quite stack up with the poster job. You’ll find what you want, in the right size and shape. The composite mat has eight one and two-column ad mats, and two publicity mats, enough to take care of everything in small situations, all for 35(# at NSS. TEA AND SYMPATHY— MGM. CinemaScope, in MetroColor. From the sensational stage success that ran 91 weeks on Broadway, and starring the players who created the original roles. Deborah Kerr and John Kerr, with Lief Erickson, Edward Andrews and superlative cast. A controversial subject, handled with distinction and dignity, but nevertheless a picture that requires a theatre manager’s knowledge of his local audience and opinion makers. 24-sheet and all advertising based on the sexy situation of “When does a woman’s sympathy leave off — and her indiscretion begin?” The love story of a teen-age boy and an understanding woman. In her arms, he proved he was a man. Newspaper advertising offers a choice of styles, and you can find what you need and want for your particular approach, in any size or shape. There is nothing offensive in the picture itself or the proper presentation of it as adult entertainment. As a stage show, with tickets at around $5, the audience was automatically selective — you’ll have to provide that treatment in your territory, using devices that hold to the line which is established by your clientele. Two-color herald, and color stills, will sell the theme and the fine color on your screen. The complete campaign mat, at 35c, is well selected for small theatres, and gives you nine ad mats and slugs, two publicity mats all in one mat, a bargain. The Signet Book of the play, for 25c, is a special promotion worth your attention, with dealer tieups effective across the country. Consult your book store man. • ATTACK! — United Artists. Marching with the handful of great battle pictures. A war story so “hot” that no one has dared to film it, until now! The story of war behind the lines — of a cowardly captain and a conniving colonel, in our own Army, and how they failed as officers, and sent their men to certain death. The story that every soldier knew — but none would dare to tell! Jack Palance, Eddie Albert, Lee Marvin, Robert Strauss, Richard Jaeckel, Buddy Ebsen and introducing William Smithers, in roles their buddies who saw service will never forget. Can be the most talked about war picture of this or any other year. No poster larger than the 6-sheet, all follow an advertising style of grim war, for there is no way to picture the basic theme of cowardice except to see it, in well-acted roles and a well-told screen story. Comicstyle herald from Cato Show Print tells the story in picture form for easy readers. Newspaper advertising is strong, with good variety in style, and some forceful display ads that you can afford to smash. The special campaign mat for small theatres is complete with seven ad mats and slugs, two publicity stills, all for one. Alabama Man Is Also In The Equipment Line The Hartselle, Alabama, Enquirer, on September 27th, published a special section to honor Hubert R. Mitchell, owner of the Strand theatre in their town, of whom they say, “He has lived all his life — just ‘off the stage’ and could probably have carved out a career as an artist, but Fate’s plan, for him, was to remain in the background.” That’s not quite so — for he is also the owner of Hubert Mitchell Industries, one of the largest manufacturers of stage fittings, decorations and props, as well as theatre auditorium drapes, seat cushions and accessories. It was only a year ago that he bought the run-down Strand theatre in Hartselle, and the special section in the hometown newspaper is to praise what he has done with it, as a modern theatre installation. The manufacturer of Bowline Screen Frames and steel curtain track, installed his own devices, to make the theatre more inviting and comfortable. And he corralled the best first-runs for his own town and nearby Morgan county. The “Grand Opening” revealed a modern show house, with everything complete, to a stage attraction. The “plush-look” is carried out, all the way. Hank Farris is the manager, heading the team, on the home grounds. It was 25 years ago that Hubert Mitchell was painting signs for the Coco-Cola Company— and now he’s celebrating his 25th Anniversary in show business. He owns and operates two factories, employs 50 people, and supplies 300 dealers. His brother is general manager, and M. D. “Doc” Faige, whom we met at the convention, is New York representative and export distributor. As an avocation he runs the 25-acre outdoor amusement attraction in the Great Smokey’s National Park, which in 1957, will house a pictorial history of the Cherokee Indians. 24-Sheet for Drive-In Chet Philbrook, manager of the Meadows Drive-In, Hartford, Conn., pasted an eight-foot 24-sheet cut-out of Audie Murphy on beaverboard and erected the figure on his highway marquee in conjunction with the Connecticut premiere of “Walk the Proud Land.” DO MORE BUSINESS '-HAlto WITH A SPECIAL TRAILER CHICAGO, ILL. 1327 S. WABASH SiEli LET US MAKE YOUR HALLOWEEN TRAILER! IAFILMACK NEW YORK, N.Y. 341 W. 44th ST. MANAGERS' ROUND TABLE SECTION, OCTOBER 13, 1956 35