Boxoffice (Apr-Jun 1937)

ONCE A HERO —COLUMBIA The Cast: Richard Dix, ii'ay Wray, Charles Arnt, Billy Burrud, Victor Kilian, James Donlan, Franklin Pangborn, Granville Bates. Zeni Victor!, Don Rowan. Producer: Myles Connolly. Director: Harry Bachman. Original Story: Myles Connolly, Screenplay: Ethel Hill, Hervey P^rguson. Photographer: Joe Walker. What it's about: Tim Bart (Richard Dix), Hollywood’s most famous Western star, until the talkies come in, fades out when he and his leading lady, Gloria Gay (Pay Wray) take voice tests. She succeeds, while he is told his voice is poor. Slowly his money dwindles; he avoids Gloria, and is forced to sell his ranch. Billy, (Billy Burrud), whom Tim met in a children’s hospital, comes west to remind Tim that he’d promised the boy a good time in Hollywood. Tim decides to give Billy a day of happiness, taut Billy is accidentally injured. Desperate for funds, Tim decides to rob a bank — but in the process kills three bandits. He becomes a hero, gets a film offer, and is reunited with Gloria, WHAT to do and HOW to do it: Here is a movie which shows the inside workings of Hollywood and the studios and the private lives of the picture stars. Sell the film on this idea, taking advantage of the immense selling power of the name — Hollywood. It also reunites two romantic favorites, Richard Dix and Fay Wray. Make a lobby board showing these two stars in previous films in which they have appeared together. "DOUBLES" PARTY In one important sequence in the picture Dix stages a party at which all the stars’ doubles appear. Using this as an angle promote a “doubles” party among the children in the neighborhood, offering prizes to the youngsters who can give the best imitations of famous stars. There are many brands of merchandise which use the name Hollywood either as a trademark, or as a selling point. Take advantage of all these products to arrange tieups using stills which show the inside of the studios and famous Hollywood landmarks. Plant inserts and sticker ads on all the movie magazines in the local news stands. Plant stills on the movie pages of the local newspapers. By using tear sheets from Look and Life magazines, showing candid camera shots of the stars at play, get a tieup with a local camera shop selling the new Argus camera. Sell the product on the basis of “When You’re on That Trip to Hollywood This Summer, Snap Your Favorite Star at Play With an Argus Camera.” Similar stills can be used in arranging tieups with travel agencies on vacation trips to Hollywood. Other stills can be used for tieups with Mission Orange Ade. In the story Dix invites a crippled orphan to Hollywood as his guest. Taking this as a cue, stage a free show for all the members of local orphan’s homes and charity hospitals. Present each with a small gift, donated by Richard Dix. Run a movie star identification contest in one of the local newspapers. Feature Richard Dix, Fay Wray and others from the cast of this picture and include photos of several of the one-time stars who have since passed from the limelight. MINIATURE PREMIERE Another sequence in the film shows a brilliant Hollywood premiere. On the opening night of this picture stage a miniature premiere, inviting the Mayor, Chief of Police, Councilmen and social set leaders. Have all the bright lights, newspaper photographers and autograph seekers planted in the crowds to give the affair an air of authenticity. Use tear sheets, for a lobby display board, of the newspaper cartoon strips based on the adventures of Tom Mix and Hoot Gibson. Both are currently running in many papers as ads for health food products. Copy for throwaways should be based on the “see how Movies are made” idea. Adlines: A Hollywood Star . . . On The Down-Grade . . . Skyrocketed to Fame and Fortune Again. A Former Movie Hero Becomes a Ileal Hero . . . And Wins the Oirl He X..oves. He Found That Being a Real Hero Was Much Tougher Than Being a Reel Hero. Two Once Great Stars . , . Reunited in Fove . . . and Fame . . . After a Desperate Struggle Against Oblivion. BOXOFTICE :: May 15, 1937 1 ■ 1 i [ ^ i 1} 1 • • iC