Independent Exhibitors Film Bulletin (Sep 1935 - Aug 1936)

WEDNESDAY, FEBRUARY 26, 193 6 7 AWAKENING THE 'SLEEPERS' (Continued from page 2) WHAT THE NEWSPAPER CRITICS SAY . . . "FOLLOW THE FLEET" (RKO) "... One of the comforts of the cinema season . . . The plot gets in the way of some of the best Berlin music and the most delectable of Rogers-Astaire dancing ..." N. Y. TIMES. " . . . One of the best of the musicals Rogers and Astaire have made . . . Filled with tuneful songs, brilliant dancing and good comedy — ingredients which make it "tops" of its kind ..." N. Y. WORLD-TELEGRAM. " . . . Another RogersAstaire hit . . . Seldom has a film achieved such graceful informality PHILA. RECORD. "DON'T GET PERSONAL" (UNIVERSAL) "... Ponderous in movement and pedestrian in speech . . . Definitely mediocre ..." — N. Y. WORLD-TELEGRAM. "In spite of the fact that it took seven writers to turn out, this picure is a shaky little effort, doggedly determined to be light and amusing, with the result that it is often too cute and picuresque for comfort ..." N. Y. HERALD-TRIBUNE. "Dunn-Eilers merged again and so you know they're at it again . . . The current opus is one of those true-love-never-runs-smooth things with all the attendant etcetera, etcetera ..." N. Y. DAILY NEWS. "ROAD GANG" (WARNER'S) " . . . No powerful Hollywood names lend importance to the cast, but it is a lusty program melodrama for the men ..." N. Y. MIRROR. "The brutalities of Southern prison camps hauled out for reinspection ... A minor melodrama in all departments ..." N. Y. TIMES. "The 'sympathetic' Warner Brothers, who still have a pretty taste in sadism, tell us once more of the horrors of convict labor in the Southern states . . . Succeeds in being an effective indictment of the sentimental theory that convicts should be tortured for their own good . . . The acting is satisfactory, particularly on the part of the players appearing as the cruder prison guards ..." N. Y. HERALD-TRIBUNE. "THE MUSIC GOES 'ROUND" (COLUMBIA) " . . . Story is based on an old idea that every ounce of fun has been squeezed out of long ago . . . The ditty and the title seem to have been an after thought on the part of the producers, as it evidently was dragged into keep the picture from dragging. HARRY RICHMAN is much better at putting over a song than he is at playing the heavy lover ..." N. Y. DAILY NEWS. "If you like Harry Richman and can still stand "The Music Goes 'Round and Around" you may find a certain amount of entertainment in this stereotyped and shambling musical ..." N. Y. WORLD-TELEGRAM. (Continued on page 10) dock offices. The final effect in your lobby will be worth the effort. A letter to the LIFE SAVER distributor in your town will bring you a give-a-way free. Imprint envelopes with copy and play dates. Before the trailer goes on, "kill" all house lights, close the traveller across the screen and sound a fog horn two or three times. Follow this with a ship's bell or gong and then a voice off stage mourning, "All's well;" follow this with a sharp blast on the horn, a clanging of the bell and the excited voice off stage with, "Thar She Blows" . . . open into the title of "I Conquer The Sea." Do not rely much on the stills. They aren't very impressive on the whaling angle and don't do the picture justice. If you decide to use heralds or window cards, go in for big stuff. Make the herald as large as possible (7x18 inches is a handy size) and spread the title on in the largest type it can hold. Those four words — "I CONQUER THE SEA"— will intrigue 'em. Mat No. 2 5 in the press sheet is effective and the whale can be clipped out of mat No. 22 for the bottom of the reverse side of a circular. Lead it off with a reference to "Mutiny" and "Blood" in somewhat the following manner: "You've Seen "Mutiny on the Bounty" and "Captain Blood" — NOW witness the heart-stopping thrilldrama about the men who flirt with death to batle WHALES!" Don't forget to add this line— "The 'LA CUCARACHA' Girl" — under Steffi Duna's name everywhere. On the window card spread the title all over. Just one catch-line and the title will be most effective. Don't try to tell more. LET THE TITLE STOP 'EM! Dig up old newspapers for headlines of sea disasters and dramatically set this up as a 40x60 headed with, Ships that didn't "Conquer The Sea." Follow the newspapers every day, and when something sensational breaks, grab off a fist-full of various copies and file them for future use . . . They'll come in very handy. For the class spots, in addition to the action which will be the basis of your campaign include the angles of: The superb male chorus chanting in the whaling boats, rowing home after the kill. The magnificent photography of the sea, the kill of the monster whale, the smashing of the small boat as it's hurled skyward. The romance of the story combined with the romance of whaling. The artistic production of a feature dealing with simple people who live sincerely, whose emotions are as deep as the sea they ply. Additional angles for window cards, heralds, 40x60 etc. "The ship's timbers and men's bones cracked like match sticks." "Thrills of excitement never before imagined, brought SHOCKINGLY . . BRUTALLY . . . SMASHINGLY to you!" "See a murderous mortally wounded whale spout blood as it battles the harpooners." "LA CUCARACHA girl, loving dangerously among men who recklessly challenge the monsters of the sea to win her smile!" When you play the picture, you can give it an impressive little prologue (and you don't need a stage) by having a small male chorus or a solo bass sing "Asleep In the Deep." Open the picture on the last few bars and have the operator keep his sound off until the song is ended. Study the press book — it's Okay . . . . Get goin'! 'I Conquer The Sea' Into Stanton, Mar. 14 First Division's "I Conquer The Sea" starts a week's engagement at Warner's Stanton, Philadelphia, March 14th. Thomas To Announce New F. D. Plans Before Mar. 21 The relationship of Pathe and First Division, among other things, is expected to be cleared up prior to March 21st, according to a statement made by Harry H. Thomas, president of FD, following his return from a tour of the company's branches. Thomas was accompanied by Robert M. McKinney. a Pathe man and director of First Division. "Final arrangements on several important deals pending will be consummated by March 21st," said Thomas, "at which time our future production program will be announced." First Division opened a new exchange in New Haven on Tuesday. MANAGER! Experienced man who has handled all details; buying, booking, advertising, house; seeking position in Philadelphia or nearby; will start at low salary and prove worth. Write FILM BULLETIN FB Box 119