Boxoffice (Apr-Jun 1947)

EXPLOITIPS ft Suggestions for Selling; Adlines for Newspaper and Programs i SELLING ANGLES: "The Ghost and Mrs. Muir" Rex Harrison, since his appearance in "Anna and the King of Siam" and "Notorious Gentleman," has become a top star. Use large-size cutouts of him as the King, the gentleman and the bearded sea captain of "The Ghost" to show his versatility. A young girl dressed in widow's weeds like Gene Tierney wears could be used to distribute handbills. Stress the romantic angle between Miss Tierney and George Sanders to attract women fans. CATCHLINES: The Spirit Was So Willing But the Flesh Was So Weak . . . Torn Between Her Love for Two Men — a Fascinating Ghost and an Attractive Man About Town . . . He Was Out of This World and She Was Down to Earth. When She Met the Delightful Ghost Her Earthly Lover Didn't Have a Ghost of a Chance . . . That Notorious Gentleman, King of Siam Rex Harrison in His Latest and Most Engaging Portrayal . . . The Strangest Story Ever Told — by the Man Only She Could See. SELLING ANGLES: "Moss Rose" Flood town with throwaways on which is printed a moss rose and this copy: "Warning! — Beware of this Flower!" In small type in lower corner print: "Until you have seen the 'Moss Rose' at the Blank Theatre." Place an ad under the personal column in the classified section of your newspaper reading: "Information wanted that will lead to apprehension of murderer who leaves a moss rose at scene of crime." Make a display of flowers — centering a moss rose — that have figured in murder mysteries, real or fictive, such as "Blue Dahlia," etc. CATCHLINES: That's How It All Began — a Moss Rose ... A Bible . . . And a Corpse . . . His Arms Offered Love But His Kiss Meant Death ... A Mouth Like Hers Was for Kissing Not for Telling. Have You Ever Been Wanted for Murder? . . . No! . . . But Suppose the Evidence Was Enough to Have You Convicted . . . A Story So Deep in Hatred It Brought Death to Innocent Women . . . They Took Their Lives in Their Hands When They Took Him in Their Arms. SELLING ANGLES: "Hoppy's Holiday" The title suggests numerous tieups with local travel agencies for window cards reading "Hoppy's Holiday" is at Theatre. Take your holiday in California, Florida or nearby spots. As the action employs an old horseless carriage in the chase sequences, try to hire an early type of motor vehicle to drive through the streets with passengers in western outfits and appropriate theatre copy. Or give free tickets to any patron who can drive up to the theatre in an ancient vehicle. CATCHLINES: Here Comes Hoppy, the Fightingest, Shootingest Man in the Old West . . . The Greatest Cowboy of Them All Rides the Range to Right a Wrong . . . Hoppy's Holiday Turns Into Hair-Raising Adventure. All the Thrills of a Rip-Roaring Western With Some Smart Detecting by Hoppy for Good Measure . . . Hoppy's Horse, Topper, Overtakes the Bad Men in Their Horseless Carriage. SELLING ANGLES: "The Perils of Pauline" In an early vintage open car, plant a group dressed and equipped as an oldtime camera crew. Have car following pretty blonde on motorcycle, apparently photographing her. Car carries sign: "See this scene in 'Perils of Pauline' at the Ritz tonight." Over public address system constantly play "Poor Pauline" and spot that ancient song on radio programs. In foyer, line up wheel chairs with message: "If you can't take the thrills and/or laughs, we'll send you home in one of these." CATCHLINES: You Have a Date With Danger! . . . Shades of Pearl White, Hutton's on a Mad Rampage of Thrills, Laughter and Excitement . . . Peerless Pauline's Biggest Peril Is Man Trouble . . . He Was a Hard Guy to Catch Until She Trapped Him in a Runaway Balloon. She Could Hurl Pies . . . Knock Down Props . . . Bowl Over Actors and Kick Lions — But She Met Her Match When She Met That Lund Lad . . . Hutton Will Make Your Spine Chill With Her Daredevil Stunts! SELLING ANGLES: "Dick Tracy's Dilemma" As the insurance racket on furs is the basis of the picture, tie in with insurance outfits using the slogan "Insure Your Furs With Us and Dick Tracy Won't Have to Solve Your Problems." In various parts of the lobby have claws reaching out as if to grab patrons as they walk by. Use spot announcements of the picture's playdates in connection with the radio program. Stage an amateur cartoonist contest, awarding free ducats to the entry that most closely resembles the Dick Tracy strip character. CATCHLINES: America's Top Detective Alive on the Screen! . . . The Mighty Man Who Holds Millions Breathless Every Day, Here in the Biggest, Bravest, Fastest and Most Baffling Crime Story of Them A 111 . . . Dauntless Dick's Most Daring Adventure . . . The Detective Hero of a Hundred Million Hearts. It's Dick in the Flesh! . . . Your Favorite Detective of the Cartoon Come to Life on the Screen, in His Most Exciting Adventure of All . . . The Reckless Hero of a Thousand Thrills. SELLING ANGLES: "Thunder Mountain" Stills of scenes shot in the High Sierra country near Mt. Whitney lend themselves to tieups with travel agencies. Dress theatre front to resemble oldtime gambling house and saloon. Offer a prize for the best juvenile impersonators of Tim Holt. Have usherettes dressed as dance-hall girls. Have three men dressed in western clothes, one as a sheriff, walk through the streets with signs on their backs, " 'Thunder Mountain' is getting too hot for us. We're getting out of town!" CATCHLINES: A-feudin' and a-fightin'— in Thunder Mountain Country You're Either an In-Law or an Out-Law . . . She Was Out to Get Him — But With a Gun . . . He Gets Involved in an Old Feud With a Pretty Girl and Her Two Brothers — Really Involved— He Falls in Love With the Gal. Watch How Those Dance-Hall Cuties Tumble for That Rough, Rugged Tim Holt Guy ... He Never Carried a Gun But He Pulled the First Punch . . . See the Crooks, Those Meanies, Get Caught in Their Own Trap. H 5,1 iz( nd a It !) fli t V id [: '.: a oil U CA in fi i !il id 1 13. at it i oli to ill nr : 3i id 1 til w m 2 I xii Fo fit u ) 0 fci C: Ai SELLING ANGLES: "Oregon Trail Scouts" As there are an unusual number of Indians in this Red Ryder western, give the lobby an Indian atmosphere by setting up a tepee outside the theatre with a smoke pot inside it for added realism. At night use lighting to illuminate a silhouette of an Indian. Plant spot announcements, in connection with the radio program, and stuff western magazines. For a kids' matinee have a toy horse-riding race, promoting three or four hobby horses from your local store and offering free ducats as prizes. CATCHLINES: It's Red Ryder and Little Beaver Riding Rampant Over the Western Territory to Outwit an Unscrupulous Gang Who Tried to Steal the Indian's Fur Trapping Lands . . . The Kind of Outdoor Action That Thrills You . . . It's a Battle of Survival and the Best Men Win. Rip-Roaring Action Against Lawlessness and Treachery . . . As Red and Little Beaver Capture a Gang of Outlaws Who Tried to Put the Blame on Peaceful Indian Tribes . . . Thrills, Chills, Blazing Excitement. c SELLING ANGLES: "Border Feud" Most of the familiar stunts used to sell a second feature western could be effectively applied to this picture. These could include lobby displays of western regalia, stills of action shots, an usher dressed as a cowboy. Play up the fact that "Lash" La Rue is the toughest film gunman since Humphrey Bogart. Use stills of La Rue in some of the action poses. His resembance to Bogart is striking. CATCHLINES: "Lash" La Rue, the Toughest Gunman Since Bogart, Tames the Roughest Gang Since the Daltons . . . Here's Action for the Most Avid Western Fan . . . Blazing Guns Bring Law to the Lawless West ... A Fast Moving Film Packed With Excitement. A Western That's Different ... A Western That Will Lift You Out of Your Seat ... A Western That Will Set Your Heart Pounding . . . Here's a Feud More Murderous Than the Battles of the Hatfields and the McCoys. S': fl. ! ):