Showmen's Trade Review (Oct-Dec 1939)

Oclobo 7. 7<^'V S H O W MEN'S TRADE REVIEW Page 23 BATTLE FLEETS OF ENGLAND THINK FIRST ACT YOUR ACE Prod. ISo. 3102 Very Timely Prod. ISo. P-815 One of the best Prod. No. 3401 Extremely Funny RKO March of Time No. 2 18 mins. MGM Crime Does Not Pay No. 5 20 mins. RKO Edgar Kennedy No. 1 18 mins. Comment: With Britain's fleet now playing an important part in the Second World War, this issue of the March of Time, photographed before and after the war began, takes on added importance. There are excellent shots showing what each arm of the fleet does and how it is accomplished. Drawings illustrate some of these operations where photographs cannot. The function of a mine sweeper, for example, is explained in a drawing and the results are shown pictorially. Naturally, the picture has its spectacular moments with ships firing broadsides, etc. Its timeliness cannot be exaggerated and this factor dominates every other aspect of the subject. Exploitation: Stress the fact that these pictures were uncensored though some of them were received after war was declared. Real news stories and pictures can be given to }'our newspaper editor. Tie up with schools on the current events angle of the subject. Invite local naval officers and local British officials, if anv. TROUBLE FINDS ANDY CLYDE^ Prod. No. Fair Slapstick Col. All Star No. 17 18 mins. Comment: Because he has a twin brother, Andy is always getting in dutch with his wife. Eventually he becomes so persecuted that he joins the air force and brings down enemy planes like a kid pops an inflated sack. The comedy is full of slapstick situations that will cause a number of hearty laughs, but on the other hand there are long stretches which, although supposed to be funny, cause not a ripple in the audience. Exploitation: Use a cutout of Clyde in your lobby and out in front. Use the catchline, "Andy chases himself in a dual role that makes him twice as funny as ever" in your ads. * This is a 1938-39 Release. ASH CAN FLEET Prod. No. M-72 Excellent MGM Miniature No. 1 11 mins. Comment: This is a most timely short subject. It is the story of the part the depth bomb played in the last war of ridding the ocean of the scourge of submarines. Opening with a short of the defeated German General, Von Hindenburg telling a group of newspapermen that David Bushnell, dead over a hundred years was responsible for the defeat of Germany, the picture flashes back to Bushnell, the inventor of the depth bomb. Because his invention is laughed at as impractical, he invents the submarine so that it may be used. The picture then gives a close-up of the activities of the little fleet of tiny vessels which were sent out with depth bombs to win their desperate battle with the huge sinister steel "fish." "Ash Can Fleet" was very ably directed by Fred Zinneman. This is especially good to use in advance of MGM's feature, "Thunder Afloat." Exploitation: If you run this in advance of your showing of "Thunder Afloat," run a frame trailer with copy something like this: "Flash! For more thrills concerning the Ash Can Fleet, wait for Wallace Beery's new picture, 'Thunder Afloat'!" Try to locate a local member of the Ash Can Fleet. An interview with him will give you excellent newspaper breaks. Comment: For the first time in the history of the twenty-odd Crime Does Not Pay short subjects, a type of crime is studied, the peculiar characteristics of which are particularly suited to women. And that is shoplifting. "Think First" tells the story of two discontented girls who are lured by the prospect of easy money into working for a shoplifting ring. At first they are successful, but finally they are discovered and brought to justice. The folly of their course is brought home to them when they are shown the body of their friend, Susy who was taken for a ride because she knew too much. The picture, directed by Roy Rowland, boasts of a really imposing cast, MGM using many of its most promising newcomers. Laraine Day, Jo Ann Sayers and Ann Morriss head the cast. Marc Lawrence and Sara Haden, "Aunt Milly of the Judge Hardy Family" are also featured. Exploitation: Screen "Think First" for representatives of your Retail Merchants Association. Suggest that they try to get all the large stores to display signs in elevators and other strategic spots reading "Shoplifters Beware! Think First! And see the picture at the so-and-so theatre." Play up the names in the cast. Try to get judges to sentence local offenders to see it. * This is a 1938-39 Release. SWORD FISHINC Prod. No. 5703 Vita. Variety No. 3 Exciting 10 mins. Comment: With Ronald Reagan, Warner Brothers' stock player as narrator, we are taken aboard the racing ketch. Sirocco. There we meet Howard Hill, world's champion archer. His marksmanship on an old life-preserver on board and then on some flying fish is shown in an exciting manner. Going after big game, Hill starts shooting at marlin and sword-fish with a line attached to the arrow so that the fish may be played in the usual way. His feat in catching several with his bow and arrow and then for a climax killing a sword-fish that rams a small boat carrying two of his crew is calculated to interest not only devotees of this dangerous sport but the general public. Exploitation: Run an archery contest with the prize a complete fishing outfit to emphasize the relationship of the two sports in the picture. Run a newspaper contest for the biggest "fish" story. JEEPERS CREEPERS Prod. No. 5602 Vita. Looney Tune No. 2 Funny 7 mins. Comment: An unpretentious cartoon that is good for seven minutes of enjoyment. Porky is seen as a policeman dispatched to investigate a deserted house inhabited by a happy-go-lucky ghost. The ghost amuses himself at Porkj^'s expense, but Porky has the last laugh as the ghost pulls a southern dialect. On the whole it will make a welcome addition to any program. Exploitation: This short gives you an excellent chance for a spook'ily decorated lobby now that Hallowe'en is approaching. Place a cut-out of Porky in a butcher's window with copy reading: "This little pig is on the spot. Will he have a ghost of a chance?" Place stills from the picture around the cut-out. Comment: This comedy is full of laughs and alth(.)ugh some of the gags are old the slants are new and the subject is good for a lot of chuckles on any program. Charles Roberts did a grand job of the direction and Bert Gilroy lent his capable hand to the production. A switch in radio programs is one item that gets a lot of laughs. Exploitation: A column in the local paper on how to grow hair on bald spots illustrated by pictures of Kennedy would be a good bet. Edgar Kennedy's name should mean something so put him on the marquee. UNSEEN CUARDIANS= Prod. No. K-930 Excellent MGM Passing Parade No. 10 11 mins. Comment: Directed by Basil Wrangel, "John Nesbitt's Passing Parade," holds the attention every moment in its latest edition, "Unseen Guardians." Three comparatively unknown departments of public security are shown in operation. They are the Postal Inspection Department; the Children's Home Society and the Underwriters' Laboratories, Inc. A typical example of the method of work is presented. The Postal Inspection Department tracks down and arrests a cheap penny-ante racketeer who is using the mails to defraud; The Children's Home Society demonstrates the procedure used to determine the best homes for its children and the Underwriters Laboratories tests safes, ironing cords and other every day conveniences for their safety. Exploitation: Erect a surrealist display in your lobby by placing an ironing cord, a roll of tape and a baby's milk bottle on it. Under each, print a caption explaining these are part of the Unseen Guardians' tools. Have an advance showing for any local representatives of these three agencies. Have newspaper representatives there for possible feature stories. Good opportunity for a talk by the postmaster warning of rackets. * This is a 1938-39 Release. BLAMED FOR A BLONDE Prod. No. 3201 Very Funny RKO Radio Flash No. 1 19 mins. Comment: Roy Atwell is the star of this one and a right good star he is. His bumbling conversation is infectious and is good for lots of laughs. He goes to a store to buy an anniversary present for his wife who, incidentally, was captain of her high school wrestling team. He buys some new aluminum ware for the kitchen and the beautiful blonde who sells it to him promises to come that evening and demonstrate it. But when he returns home his wife, having heard of his flirtation with a blonde, and seeing marks of it on him, leaves him. The demonstrator arrives and shortly after, wifie returns with a vengeance. The subject has lots of comedy and should be excellent supporting material on a program with a long feature lacking comedy elements. Exploitation: Put Atwell's name on the marquee. Give the subject a plug in your lobby programs and newspaper ads. Get a tieup with a hardware store selling aluminum kitchen utensils.