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Hints on Newspaper Advertising
No. 22 — "Let Us Live ” ( Columbia )
The Columbia pressbook on this drama being what it is, it is only natural that good use is made of it by several of the above theatres. The pressbook is a finished accomplishment and the ads offer plenty of opportunity for use by aggressive exhibitors who play the show.
In the first playdates for the show, represented above, it became apparent that the Henry Fonda-Maureen O’Sullivan star names were considered of definite selling value, together with plenty of accent on the title. Outside of that, the selling angles differ. It is difficult, of course, to give any inkling of the story without becoming involved in this case, so the above admen concentrated on selling lines such as: "Why does the world gang up on us?”; "All these kids asked of life — was a break”; "Drama at its greatest”; "A story for all the people who make up America”; "All they wanted was a chance to live their own lives.”
None of the copy indicates what the background of the story is. We
think that this might have been done to some better advantage.
The title, of course, is a good one, but we still insist that some people want some idea of just what sort of background there is.
Maybe we’re wrong, but the copy used above might be applied to plenty of dramas without specifically referring to any.
The name of Ralph Bellamy is minimized in most of the ads, but it should be included. Baltimore had Fonda "even greater than in Jesse James,” a new angle; while Washington’s "drama born of a love so unconquerable that death itself surrendered its power” takes the cake for something or other.
Fonda’s presence in "Jesse James” helped him aplenty, so perhaps top billing might be an added advantage.
All in all, there seems to be room for some new copy angles here — bear that in mind when you play the show.
March 29, 19)9