Independent Exhibitors Film Bulletin (Sep 1935 - Aug 1936)

2 INDEPENDENT EXHIBITOR 'FILM BULLETIN AWAKENING THE 'SLEEPERS' By Wolfe-Smith (This is the first in an unlimited series of articles on the exploitation of "sleepers" — those pictures ivhich are ordinarily overlooked by exhibitors, or neglected by them in their advertising. Mr. Wolfe-Smith, a well-known theatre publicity expert, in his distinctive, breezy style, will endeavor to awaken your interest in these pictures and show you how to make them bring surprising business to your theatre. He will select one picture each week, from both major and independent companies. As the conductor of this department so aptly puts its "Don't just let 'em come in, die and go out. Start thinking about how to get that extra dough!" — Editor's Note.) "I CONQUER THE SEA" — Halperin Bros. — 68 Minutes Stars: — Steffi Duna . . . Stanley Morner . . . Douglas Walton "THAR SHE BLOWS!" . . . Whales . . . And the daring, hardy men who go down to the sea in ships to meet the monsters of the deep in what often proves mortal combat. The hissing whine of the harpoon as it flies through the air to find its mark in the hide of the whale. The spout of blood. Then the thrilling, heart stopping struggle between man and beast; the tragedy of an over-turned boat, and anxious eyes on shore look sea-ward for their men who never will return. COURAGE . . . ADVENTURE . . . ROMANCE . . . TRAGEDY . . . SACRIFICE . . . ACTION . . . These are the ingredients of "I Conquer The Sea." The roar of the sea sends back an echo reminiscent of the cash register sing-song started by "Mutiny" and "Captain Blood." The story has to do with the nearly mythical trade of whaling. In one sequence the hero (Morner) has his arm literally sawed off by a rope attached to harpoon which is safely stuck into the whale's hide . . . baby, if this doesn't take your breath away nothing will. Remember the gasps in "Moby Dick" when Barrymorc had his, leg chawed off ... ? well, this has that stopped for thrill. In "Moby Dick" they cauterized Barrymore's leg with a hot iron to prevent blood poisoning ... In "I Conquer the Sea" they dip Morner's arm in boiling pitch . . . Before climaxing the story the big thrill scene takes place, Morner (the now onearmed harpooner) hooks a whale, and is attacked by its mate. This sequence is, without doubt, a thriller seldom seen on the screen. The little whaling boat is rowed smack up to the infuriated whale, which with a flip of its tremendous tail, lifts men and boats clear off the water in a splintered shower! Don't look for any box-office names in this one, but remember that "Blood" had none either. Rather concentrate on the story and the whaling action. The love interest is supplied by the usual triangle (this time two brothers and the girl) and is made intensely real by Steffi Duna. What you want to remember is that she was the "LA CUCARACHA" girl; born in Budapest, Hungary. If there are Hungarians living in your particular section, a cheap herald hooked up with action selling her as a Hungarian star, written in HUNGARIAN, ought to bring in plenty of extra dough. We heartily advocate your making local tie-ups N. C. if you can, but DON'T BE A CHISELER and re-establish yourself in your neighborhood as an important guy. Keep in mind the fact that your theatre is just about the most important business house in your town or neighborhood, so don't be afraid to promote the other merchants in a dignified way. Okay, enough gas! This is an exploitation natural and there's no limit to what you can do. In your lobby, mount a cut-out of the whale from the six sheet, hook on a harpoon (any iron rod will do) with a real hemp rope atached to it, sticking into the whale's head. Stretch the rope over head across the lobby to a cut-out of the ship. Illuminate the eyes of the whale with red lamps on a flasher. (Flashers can be bought at any electrical store for 15c). Suspend copy (or llxH's) along the rope. Boat and ship displays always stop everyone. Get the model from a steam-ship ticket agency in exchange for a credit line. Don't think that because you're not a first run or key house that the agencies selling steamship tickets aren't interested in your neighborhood. Maybe they've been looking for just such an opportunity. There are plenty of model ships that the kids will dig up for you, too, for a display, with the incentive of a free ducat. Contact your sporting goods store for a cut-out display in their window. Trick up the lobby with life preservers, ships, lanterns, ships bell, rope ladders, signal flags and pennants. All of this material can be promoted by making a little effort and going down to the shipping companies and selling them an idea. For this actual material we'd suggest that you go after the small shipping companies. Go right down to their [Continued on page 7)