Boxoffice (Apr-Jun 1937)

ONE MILE FROM HEAVEN — 20TH CENTURY-FOX The Cast: Claire Trevor, Bill Robinson, Sally Blane, Joan Carol, F^'rodi Washington, RoU Harolde, John Eldredge, Eddie Anderson, Paul McVey, Ray Walker, Russell Hopton, Chick Chandler. Producer: Sol M. Wurtzel. Director: Allan Dwan. Original Story: Judge Benjamin Lindsey. Photography: Sidney Wagner. WTiat it's about: Tex Warren (Claire Trevor), newspaper sob-sister, sees a white child. Sunny (Joan Carol) in the Negro district, ostensibly the daughter of a black mother. Flora Jackson (Fredi Washington). Sensing a story, Tex checks the birth records and finds Sunny is not Flora’s child, but is, instead, the daughter of Barbara Harrington (Sally Blane), socialite, by a previous marriage. When a released convict attempts to blackmail Barbara by proving that the child is the daughter of a convict father, Tex gets on the trail and the convict is rounded up. Tex suggests that Barbara avert scandal by adopting the child and having Flora employed as nurse and companion, and Tex refuses to print the story so Sunny will be shielded from undesirable publicity. WHAT to do and HOW to do it: With Claire Trevor, Sally Blane and Bill Robinson, famed Negro tap-dancer, heading the cast, and with the story based on a suggestion by Judge Ben Lindsey, juvenile court justice, this picture presents a novel theme which should prove satisfying. FOOTPRINT LOBBY Footprinting of a baby in the picture provides one of the important sequences and can be worked into a lobby stunt. Hire a local foot-doctor to take footprints in the lobby of all babies whose mothers buy tickets to the film. Have the prints impressed on a special board which bears the year, month and day. The stunt can be combined with baby photographs, issuing small pictures of the children to be attached to the cards. Claire Trevor plays a newspaper woman, suggesting the holding of a special preview for women in the city working on local papers. Also send passes to local welfare workers, juvenile court judges, and other newspaper workers, getting their opinions on the picture for lobby quotations. Build up good-will for the theatre by sponsoring an “Adopt an Orphan for a Day” project in conjunction with the showing of the picture, arranging that each orphan in a local asylum be adopted for the day by a local woman. The guardian pays her way into the theatre but each orphan is admitted free. Plenty of publicity can undoubtedly be obtained through newspapers. Tie up with bus companies for free transportation and with ice cream, candy and novelty companies for favors and refreshments. Build up the idea of the special performance with the women’s page editor of the local newspapers to interest local society women in the party. 'Title tieups can be worked out with such stunts as setting up a telescope several blocks from the theatre and aiming it at the theatre marquee. On the telescope place billing reading: “Take a look. You are only ‘One Mile From Heaven’ with this telescope.” Also make up a number of tack cards reading: “You are now just ‘One Mile From Heaven’ at the Blank Theatre,” and spot them around town at locations just about a mile from the theatre. DANCE TIEUP Tie up on Bill Robinson’s well-known tap-dancing ability with an old-fashioned hoe-down on the theatre stage for juveniles. Tie up also with local dancing academies, spotting stills of Robinson and little Joan Carol in action. Claire Trevor has been made the subject of various merchandise tieups by 20th Century-Fox, information on which can be obtained from your local exchange. Print throwaways as “road-maps,” with the route to the theatre stenciled in red, labeling the path “One Mile From Heaven.” Adlines: This Hard-Boiled Newspaper Woman . . . Restored a Child’s Birthright . . . and Brought Happine.ss to a W^ronged Mother! The Most Amazing Case in Ameriean .Tiiveiiile Court History . . . Cracked Wide-Open on the Screen! Every Thrill That a Picture Can Have . . . I.s in This Smashingly Different, Excitingly Dramatic Story! She Fled From Her Criminal Husband . . . Because She Thought He Had Browned Their Baby! BOXOFFICE :: May 15, 1937