Boxoffice (Apr-Jun 1948)

EXPLOITIPS Suggestions for Selling; Adlines for Newspaper and Programs SELLING ANGLES: "The Woman in White" This is a natural for on identity contest in which a girl garbed in white appedrs in shopping districts throughout the community, with free tickets going to the first ten people who correctly identify her as "The Woman in White." The title also suggests tieups with women's dress shops keynoting white as a "new fashion trend." Library and bookstore tieups can be effected on the Willkie Collins novel, regarded by literary critics as the forerunner of the modern detective story. CATCHLINES: You Dare Not Even Guess ... At the Strange, Mysterious Love Story of the Women in White . . . Your Hands Will Go Damp With Panic . . . Your Heart Will Throb With Suspense . . . For This Girl Who Was the Victim of Two Kinds of Love. There's Terror and Terrific Tension ... In a Mansion of Mystery ... As the Woman in White Fights in the Dork . . . Against a Secret Enemy She Cannot See . . . You Won't Dare Take Your Eyes Off the Screen. SELLING ANGLES: "Another Part of the Forest" Since the film should appeal to the same audiences that were drawn by "The Little Foxes," this may be plugged as another Hqjllman dramatic hit about the Hubbards. The stageplay had a successful Broadway run. The cast is strong and the March-Eldridge team is popular. Ann Blyth scores, and her role may be plugged as a bid for another Academy award. This deals with the generation that preceded the characters in "Foxes." CATCHLINES: Lillian Heilman Delivers Another Dramatic Wallop . . . Father Against Sons, Fighting for War Spoils . . . Blazing Across the Screen, Another Heilman Hit . . . March and Eldridge Teamed in a Blistering Drama . . . The Story That Bowled Over Broadway. The Kind of Drama That Leaves You Limp . . . Hollywood's Top Stars in Heilman's Top Hit . . . Secret Hatreds Flamed in "Another Part of the Forest" . . . Ann Blyth Scores Again . . . Here Is What Made the Hubbards Tick. SELLING ANGLES: "The Argyle Secrets" Ask the public to find the key to "The Argyle Secrets"^ via a treasure-hunt stunt, with keys planted around a given area in town, each one marked with theatre and picture billing. Collector of the most keys gets merchandise prizes and guest tickets to the film. Line up bookstores and li■ braries for bulletin board and window displays of books dealing with intrigue and adventure. Secure spot announcements in connection with the Gorgan airshow, "Ross Dolan." CATCHLINES: One of the Strangest, Most Savage Manhunts of All Time Is Coming Your Way . . . It's the Entertainment Thrill of 1948 . . . Every Second an Eternity of Suspense . . . You 11 Have the Time of Your Life . . . When You Thrill to the Crime Picture of Your Lifetime. A Taut, Terrific Load of Entertainment Dynamite . . . About an Inquisitive Reporter Who Learned the Hard Way . . . That Guys Get Hurt . . . And Get Hurt Bad . . . When They Tangle With a Beautiful Woman. SELLING ANGLES: "The Mikado" The exploitation angles on the Gilbert and Sullivan musical burlesque on the ruler of Japan have increased tremendously since this British-made picture was first released by Universal in 1939. Kenny Baker, whose radio programs and popular records have a wide listening audience, is the only American name. However, the D'Oyly Carte troupe is completing a successful Broadway engagement and has made numerous tours of key cities. Make tieups with music shops for window displays of "The Mikado" albums made by these singers. CATCHLINES: Kenny Baker Teams with the World-Famous D'Oyly Carte Company in the Picturization of Gilbert and Sullivan's BestLoved Operetta ... A Wandering Minstrel Wins the Hand of the Ward of the Lord High Executioner of Japan . . . The Glorious Gilbert and Sullivan Music Is a Treat to the Ear — the Lovely Japanese Backgrounds Delight the Eye. "A Wandering Minstrel I," "Three Little Maids," "Tit Willow" and All the Lovely Melodies of Gilbert and Sullivan's Comic Opera. SELLING ANGLES: "Port Said" Because of the colorful character of world ports, "Port Said" is an ideal film for which to arrange window displays in travel agencies. The fencing act lends itself well to sporting goods' tieups and to feature articles about this neglected physical development exercise. Offer a prize to the cousins who look most alike, conducting a contest for the purpose of determining. A bally man or boy can be sent ' around town in Arab costume, wearing a sign which reads: "Meet me at 'Port Said' in the State Theatre Friday night." CATCHLINES: Where East Meets West and Man Meets Woman . . . Kiss or Kill — They'll Do Both to Get Away With Murder . . . Murder Gets in the Act and Reckless Love Gets in the Blood . . . Murderous Woman Hunt in the Scarlet Shadows of Suez. A Girl Can't Always Trust Herself in Port Said . . . Dangerous to Touch, This Woman Who Fences With Murderous Intent . . . Not One Girl Leading a Double Life but a Girl With a Double . . . He Hunts for a Murderer and Finds Romance as Well. SELLING ANGLES: "Lightnin in the Forest" Snipe the neighborhood with tack-cards of the "Wonted" variety, with a picture of Donald Barry. Try running classified ads reading: "I'm looking for excitement. Anything goes. Phone me at (theatre number). Jackie Vail." Use the title in tieups with sporting goods houses on displays of campirig equipment including tents, bedrolls and the like. Tie in radio spots -with local news broadcasts, such as: "Here's a late flash — prominent judge's niece held by gangsters in mountain hideaway," then mentioning picture and theatre. CATCHLINES: She's Rich . . . She's Spoiled . . . She's Too Beautiful for Her Own Good . . . All Jackie Vail Wants Is Excitement ^ . . No Matter How Much It Costs . . . And, Brother! Does She Find It . . . Much More Than She Con Handle. Here's a New Prescription for Excitement and Romance . . . Take One Beautiful, Spoiled Girl . . . One Handsome, Stubborn Man . . . Mix Well With a Mountain Hideaway and Four Murdering Gunmen . . . And You've Got Thrills. SELLING ANGLES: 'The Lost One" Chances are that only Italian-language audiences will be familiar with the names. Therefore in selling to general music lovers ploy up the opera "La Troviata." Most music stores carry albums of this work. Arrange music shop displays and lobby displays of the album and feature stills. If possible ploy some of the arias over the public address system between shows and at clearing time. CATCHLINES: A Thrilling Love Story Told to Beautiful Music ... A Great Opera Now a Greater Movie . . . An Operatic Favorite on Film . . . Unforgettable Music, Memorable Romance. ! Verdi's Operatic Masterpiece Dramatically Filmed . . . Opera at Its Best . . . "La Traviata" on Film . . . Music You'll Want to Hear Over and Over Again . . . One of the World's Most Moving Love Stories . . . Heartwarming Entertainment. SELLING ANGLES: "Paisan" The critical acclaim given this outstanding Italian film should be stressed by using excerpts from the New York reviews in a lobby frame. Play up the fact that it was produced by Roberto Rossellini of "Open City" fame, and that it received "best film" awards in Venice and Brussels. Gar Moore played the American soldier in another Italian film, "To Live in Peace." Mention that Moore and several other players talk in English. CATCHLINES: The Moving Story of the Paisans (Buddies) Who Fought for f Our Freedom . . . Roberto Rossellini, Who Gave You ’ Open City," Now Brings Forth Another Notable Italian Film . . . The Drama of Life in the Midst of Death. Voted the "Best Film of 1947" by Europe's Outstanding Critics . . . 'The Compelling Story of the People of Italy and Their Reaction to the Invading American Armies . . . The Emotional Aspect of Europe's Great Conflict.