Independent Exhibitors Film Bulletin (Sep 1935 - Aug 1936)

2 INDEPENDENT EXHIBITOR Film bulletin' AWAKENING THE 'SLEEPERS' The purpose and plan of this department is to bring forcefully to the attention of theatremen those pictures which are ordinarily overlooked or neglected in their advertising. Mr. Wolfe-Smith, prominent theatre publicity expert, aims to point out the latent exploitation angles in these "Sleepers" with the view to having you SELL them to the public in a manner that will bring you the best possible returns. Follow these "Sleeper" campaigns for bigger grosses! By Wolfe-Smith DRAKE THE PIRATE First Division 76 Minutes Matheson Lang .... Jane Baxter .... Athene Seyler "Has England not one man who can defend her honor on the seas?" demands Elizabeth, the Virgin Queen. "Where is this bold, daring sailor, Francis Drake? Bring him to me!" Kneeling before his Queen, the man who was to make England Mistress of the Seven Seas, with flashing eyes tells Elizabeth, "Seize the Spanish fleet! Thus, we shall cripple Spain for Years!" "By heaven," shouts the Queen, "this is a man! Go your own way, Francis Drake! Take what money you need, what ships and men you need. For my sake and for the sake of the England we love, keep your neck out of the noose!" Thus was born DRAKE . . . pillager! plunderer! pirate! DRAKE THE PIRATE! The common sailor who rose to rule the seas with ruthlessness for his Queen and his Empire . . . who was rewarded with knighthood to become Sir Francis Drake, the most feared man ever to scuttle an enemy craft. Gents, here's a British-made adventure movie that looks, on its face, like a tough nut to crack. One look at the cast, your heart drops and you're apt to ask, "Where's Gable, or Laughton, or some other star?" They ain't none there! What you've got to sell is a TITLE . . . and what a title! You have the name of one of the most colorful figures that has brightened the countless pages of history. SIR FRANCIS DRAKE! I don't give a hoot if you don't remember him. It only proves that exhibitors have short memories. The point is that this guy is known, admired and revered as much as a Rafael Sabatini fiction character by millions of men and boys who read his exploits in their history books. Coming on the heels of "Mutiny" and "Captain Blood," "Drake" should be able to ride through to better than average grosses if sold as the successor to those two sea-going yarns. Sure it's costume stuff (so were both "MUTINY" and "BLOOD.") Sure there isn't a name in the cast that means anything (but did "Blood" have anyone that meant much?) Sure it's English. Don't get the idea that we're claiming that "Drake" has the boxoffice magnetism of either of those two preceding hits, but IT HAS GOT THE SAME ELEMENTS! And there's our angle! 'PIRATE' LOBBY AND FRONT In your lobby and on the front go PIRATE with a vengeance! String up the black skull and cross-bones on the white bunting all over. DON'T just go nautical in the usual way, with pennants and flags of all nations. Use ONLY the pirate flags for the proper results. There are quite a few exciting stills. Blow 'em up to 40x60s and set them up on a pirate ship cutout in the lobby. The 6, 3 and 1 sheets all sell the pirate angle strongly, so use them for cutouts. Get an old trunk (small one), stuff it with paper and put a top filling of fake gold coins, paste jewels and drop a sabre over it. Label it; "DRAKE THE PIRATE, He Roamed the Seven Seas, Plundering, Killing, Risking His Neck To Win This Treasure For His Queen — and A Beautiful Girl!" Get your ushers and doormen pirate costumes, to be worn a week in advance. A silk band across the breast should simply read: "DRAKE THE PIRATE, Thursday, Friday, Saturday." You might try to promote the costume house for the outfits by giving them a screen ad. 'PIRATE' STREET BALLY This one is a natural for the walking street ballyhoo man. Dress him up in a pirate costume. Pin the skull and crossbones on his breast and this sign on his back: "You Thrilled to 'Captain Blood' — Now, Here Comes DRAKE THE PIRATE! Strand, Thurs.-Fri.-Sat." If you have a truck or can get one, rig it up with a six sheet on each side and fly the pirate flag from the four top corners. Dress the driver up in a buccaneer outfit. TRAVEL AGENCY TIE-UP Most of Drake's adventures occured in the Carribean, which is popular tourist territory. Tie-up with the local travel agency. Continued on page 6