Boxoffice (Apr-Jun 1945)

10 EXPLOITIPS \ SELLING ANGLES: “Valley of Decision" Get book stores to make window displays with copies of Marcia Davenport's book, arranging books in a huge "V" for central motif. Place stills at vantage points. Sponsor contest for best answers to “Was Mary Rafferty justified in her self-imposed penance?" In lobby play up Greer Garson with poster from each of her pictures, starting with a small one for her earliest appearance and graduating them until the current poster is life-size. CATCHLINES: A Best Seller First— Now, a Great Picture . . . The Lives of a Whole Family Swayed by a Humble Servant Girl . . . Steel Men Become Men of Steel ... It Will Live in Your Memory as the Book Lives in Your Heart. Powerful Pathos! Dramatic Decision! . . . It's Human! It's Warm! It Tugs at Your Heart Strings! . . . Love Foresworn by a Beautiful Girl . . . Dynamic! Emotional! Superb! SELLING ANGLES: "Those Endearing Young Charms" Use music store tieups to feature the sheet music of “Believe Me If All Those Endearing Young Charms" together with still of the picture. In cooperation with local stores advertise at cosmetic and perfume counters, “Accentuate 'Those Endearing Young Charms' with— perfume," etc. For a lobby display exhibit miniatures or pictures of all the various types of Allied aircraft, because the hero is an army pilot. CATCHLINES: A Romantic Comedy of a Flyer, His Pal and Their Gal . . . Robert Young as a Modern Wolf in Pilot s Clothing . . . He Left a Trail of Broken Hearts All Over the World. A Charming Scoundrel Meets His Waterloo in the Eyes of a Beautiful Girl . . . Mixed With Love and Romance! Spiced With Sparkling Dialog and a Dash of Sophisticated Gayety! SELLING ANGLES: "Salome— Where She Danced" Organize beauty contest, final contestants to be judged on opening night, tieing in with merchants, newspapers, American Legion, and other organizations for suitable awards. For lobby, blow up four different stills and mount on separate bases, each base carrying one word, and reading: SalomeWill-Dance-Here. Free record of radio announcements may be obtained from the company for adding punch to advertising. CATCHLINES: The World's Most Captivating Woman in the West's Most Incredible Tale . . . Alluring Yvonne De Carlo, Selected From 20,000 As Most Beautiful Girl in the World . . . She Made Guns Grow Cold and Hearts Bum Hot. She's Delightful, She's De-Luscious, She's De Carlo! Woman of Fire and Fame . . . Into the West She Came ... To Tame Its Boldest Hearts ... To Challenge Its Wildest Excitements. SELLING ANGLES: “Patrick the Great" Donald O'Connor, his name, singing and dancing ability, and general all-around personality are a potent asset for exhibitors playing this picture. Concentrate on plugging him, and the battle is more than won. Also good for exploitation is Peggy Ryan, the other half of the popular team. Tieins with record shops and music stores are obligatory. Take advantage of the hep jive talk now in vogue with the youngsters by cooperating with the local newspaper in an essay contest written entirely in jive. Offer prizes for the best essay and the most accurate translation into everyday English. CATCHLINES: A Laughing, Dancing, Singing Treat That Will Set Your Feet Tapping and the Rhythm Rocking! Father and Son, Competing for the Lead in a Musical Comedy . . . And Also for the Love of a Beautiful Girl . . . Complications Enough to Provide Laughs That W^ill Keep You Chuckling for Days! Suggestions for Selling the Picture; Adlines for Newspaper and Programs SELLING ANGLES: “Diamond Horseshoe" It's the front stage and back stage doings at Billy Rose's Diamond Horseshoe, plus Betty Grable, plus Dick Haymes, plus a swell orchestra, plus seven musical numbers, several specialty acts — and Betty Grable in Technicolor, back after an extended absence. That's about all the selling angles any exhibitor needs. CATCHLINES: Hold Everything — Betty's Back! Ooomph! Music! Heart Throbs, With Snappy Lyrics on Hit Tunes! Eyefillingest, Earfillingest, Gorgeously-Technicolored Musical to Hit the Screen This Year! Something to Hear, Something to See — And How! Dad Brought Him Up to Be a Doctor— Betty Brought Him Up to the Marriage License Bureau — Then She Read a Book on Psychiatry— and? SELLING ANGLES: “China Sky" Tie up with bcok stores for a display of Pearl Buck s China Sky" with stills from the picture. Interest the public library in putting on a display of books and pictures on China and her struggle. For a lobby display decorate with Chinese flags, emblems, etc., and set up an exhibit of Chinese native dress, military uniforms, coins, etc. CATCHLINES: A Moving Love Story Set Deep in the Heart of China . . . Pearl Buck's Famous Novel Brought Dramatically to the Screen ... A Warm Human Document of Love Amid the Terrors of War. Doctors Healing the Wounded in a Shower of Bombs . . . Love and Hatred Playing for Keepsl . . . Powerful! Tense! Emotional! Dynamic! Furious Action! Tender Dramal SELLING ANGLES: "Son of Lassie" Enlist cooperation of local humane society of SPCA in staging a kids' dog show on your stage, offering admission prizes for most obedient, healthiest (cleanest) looking, best-trained (most tricks) dog, and cutest puppy, respectively; be sure to have a local veterinarian and newspaper editor as members of your judging board; tieup window displays will be forthcoming from feed stores, pet shops, etc. Stress Norwegian “underground" angle in lobby display. CATCHLINES: He Led a Dog's Life . . . And Liked It . . . For He Was a Dog . . . Rejected by the Army for Inaptness ... Yet Smart Enough to Outwit the Entire Gestapo . . . Don't Miss “Son of Lassie," the Story of a 4F K9. Remember “Lassie Comes Home ? If You Liked Lassie, You'll Love Laddie, “Son of Lassie" ... The Wonder War-Dog Who Led the Gestapo to his Fugitive Master . . . And Then Helped Him Elude His Captors. SELLING ANGLES: "The Bullfighters" As advance stunt offer free tickets to persons submitting best “bull yarn" each week preceding opening. Designate some local Baron Munchausen as judge and have local paper publish winning entries, enlarging for lobby. Outstanding comedy scene shows Laurel and Hardy walking “around in their bones. Offer tickets for best explanation how trick shot was made. For lobby display hang skeleton cutouts, topped by faces of Laurel and Hardy. CATCHLINES: See Laurel and Hardy Throw the Bull— and Vice Versa . . . In the Foolishest Fun Fest Ever Filmed. Forget the Meat Shortage . . . You'll Have Plenty of Beefs If You Miss “The Bullfighters," Laurel and Hardy. You'll Shake With Laughter as They Shake With Terror. Who? “The Bullfighters," Laurel and Hardy. Stan Laurel Plays a Dual Role . . . He's Twice as Funny in “The Bullfighters."