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"THESE THREE" IS SMASHING HIT HAILED "ONE OF 10 BEST FILMS*
Having won the critics! accolade as "one of the ten best pictures of the year," Samuel Goldwyn's production of "These Three" is well on the way to establishing itself as one of the ten biggest money~makers of 19364
The box office facts and figures are as dramatic as the story of the film. From one end of the country to the other —in key spots and subsequent runs — the picture is proving a box office bonanza of the first order.
New York, Los Angeles, Chicago and Miami, the first four key spots to show this attraction, all played to hold-over engagements. And in all four spots the second day's business upped the opening day by a substantial margin. In New York, its engagement at the Rivoli Theatre has been the most successful one in the past five years at this house, with the single excention of Charlie Chaplin in "Modern Times." Pic-— ture now in its third week there will be held over for a fourth, Indicative of the impression "These Three" has made on exhibitors is
the fact that many of the big theatre circuit operators are volun= tarily increasing their advertising and exploitation budgets to cash in on the extra revenue the film offers.
In our circular letter of March 19 to all foreign offices, we predicted: "These Three" will be a triple threat to every box office record in your territory. Our domestic advertising department is now using this catchline in their tradepaper ads, and we strongly urge you to feature the same headline in your local publications. Remember that in "These Three" you've got a great picture to sell, so roll up your sleeves
and do a two-fisted job on this Goldwynner!
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"STRIKE ME PINK" STRIKES LONDON SWELL GOLDWYN ARRIVES IN TIME FOR PREMIERE
Prosperity —the U.A. brand that is going over so well at the Tivoli where "Modern Times" is playing and at the Leicester Square where "Things to Come" is showing invaded another London house on March 12, when "Strike Me Pink" took over the London Pavilion Theatre. This Cantornado of laughter and thrills struck a de luxe first—night audience in exactly the right spot — their funny bone —much to the delight and satisfaction of Samuel Goldwyn, who arrived in town just in time to attend the premiere and receive the congratulations in person.
Aided and abetted by a set of swell reviews and a publicity-—exploita— tion campaign that made the London fans Cantor-conscious in a big way, "Strike Me Pink" has settled down to enjoy a nice long run. The Cantor comedy had the distinction -— along with the Chaplin film -— of being privately screened at Windsor castle for His Majesty, King Edward VIII, over a recent week-end.
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