Showmen's Trade Review (Apr-Jun 1939)

Page 26 SHOWMEN'S TRADE REVIEW April 15, 1939 THE STORY OF Alexander graham bell MANAGER Smith was sitting in his office studying the press book on "The Storv of Alexander Graham Bell." He was scheduled to pla>the picture within the next three weeks, and realizing that here indeed must be another outstanding contribution to the motion picture screen, he wanted to prepare a campaign that would assure the film the crowds it deserved. The telephone rang. His secretary answered. "It's Mr. Jones, our district manager," she said. Smart Selling Slants Feature Memorable Hit (REG. U. S. PAT. OFF.) 'Hello, Jones," Smith lifted the receiver. he said. , "Hello" came the voice from the other end of the line, "Just called to see if you had mapped out anything yet on 'The Story ot Alexander Graham Bell'." "Why I'm looking over the press book now," was Smith's reply. "Looks as though we've really got something there." "I had the same reaction," said Jones. "That's the reason I called you. I notice in a trade paper that it piled up a neat gross on its first week's engagement at the Roxy in New York, and is being held over. "I noticed that, too," Smith came back. "And I also got a gander at some of the rave-reviews. Listen to this: 'Finest ever to come from 20th CenturyFox'— Lo.? Angeles Herald & Express; 'Should prove season's top money-maker' — Showmeii's Trade Review; 'Has everything a picture should have from' entertainment and box office standpoints' — Hollywood Review. Well, I could go on like that,_ but you get the idea." "Yes, I get the idea," Jones assured him, "and what an idea it is, too. Since you have those excerpts there, why not arrange them on a large board for an advance lobby display? Let's see now. You might head it something like this : 'America's most thrilling story is ringing the bell with these ravereviews.' Of course, you may be able to think of something else, but the idea in general is a swell one. I think all exhibitors playing the picture should use it." "You didn't give me a chance to tell you," said Smith, "but I had already planned such a board, and — " "Let me impress \ou with a few things," interrupted I ones. "In the first place, don't get off on the wrong track. 'The Story of Alexander Graham Bell' is something more than just the biographical record of a great man — it's a great love story, with as strong an appeal for the women as for the men. 1 like that catchline in an ad which says it's 'the dramatic romance of one who struggled, loved and achie\^ed ... a magnificent motion picture pays homage to his genius and to a woman's devotion'. That's heart-tugging copy. "You see. Smith, if it hadn't been for the love and inspiration of a v^-oman. Bell might never have achieved anything worth while. There's a good angle in that. You'll find several of the lines in the ads hinge on it. It seems to me that it would be smart to A 20th Century-Fox Picture. Directed by Irving Cummings. Associate Producer, Kenneth Macgowan. Screenplay by Lamar Trotti. Original by Ray Harris. get some heralds and some envelopes to accommodate the heralds. On the outside of an envelope you could use copi' — well, let's see — something like this: 'For the role a woman played in the life of a great man, open this envelope'. I suggest the word 'woman' be set in large black letters. Or, here's another suggestion for the envelope copy : 'Women! Here is the story you'll love and Link Up "Progress Week" With Showing of Film // your town hasn't had that "community spirif" in some time, here's a swell idea to take to your civic leaders for their cooperation. Stage a "Progress Week" celebration in which you link the strides taken by your city in industrial, business and civic advancement, with the picture. The cut reproduced above gives you a valuable hint as to how it can be done. This still of Don Ameche as Alexander Graham Bell is the theme of the ads and posters. And Norman Rockwell, famous artist, has made a sketch ot it. Several of these stills, framed and playdates added, will be welcomed in "hard-toget" windows in lieu of the customary cards. cherish for years to come. There's more about it inside this envelope.' Oh well, maybe something better could be used. But I still think it's an important angle, don't you?" "I certainly do," Smith replied. "So important that I'm going to invite the heads of various women's clubs and organizations to attend a special screening. I'm sure that after seeing it, they won't hesitate to recommend it to their members. Besides that, I think the women's feature page writer here on our daily paper will find inspiration for a special article based on how the deafness of the beautiful girl Bell loved gave him his great inspiration. And then I'm going to order a big supply of fan photos on Don Ameche and give them to the ladies at tlie matinees. Boy, will they ever go for them! I'm not forgetting the boys, either — I'm ordering some photos of Loretta Young, too." Good Newspaper Publicity Stuff "That's fine," said Jones. "There's another thing I'd like to mention. It may seem a minor point to many people, but nevertheless I believe we can do something witli it. You know, of course, that all four of the Young sisters are in the picture. There's Loretta, Polly Ann, Georgiana, and Sally Blane. For one thing, don't you think a story about these famous sisters would be good newspaper publicity material? And how about getting a still of them and making a cutout of it for use in an identification contest? Just as they are, without even masking their faces, I bet it would still be difficult for them to be identified by many fans. But, of course, if you wanted to playsafe, you could draw a mask on each one and then ask readers to identify 'em. Offer free guest tickets to the first 25 or SO who bring the correct answers to the box office." "I gotcha, Jones. I'm making a memo of that idea right now, and I'll certainly use it. By the way, in the publicity section of the press book I see some interesting facts about Alexander Graham Bell. Now I can do one of two things: Either I can get the editor to run a few of these facts in a column each day for a few days in advance of the opening, or I can take each one separately, make a l30x out of it, and run it as a teaser. There would be a different leaser on each page, of course. It would be good copy for our programs, too." "I agree with you," said Jones. "Now