Independent Exhibitors Film Bulletin (Sep 1935 - Aug 1936)

2 INDEPENDENT EXHIBITORS 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 "HEARTS IN BONDAGE" . . REPUBLIC . . 70 MINUTES JAMES DUNN . . MAE CLARKE . . DAVSD MANNERS CHARLOTTE HENRY.. FRANK McGLYNN, SR. Liquid fire and poisonous gas, when introduced in the World War, created a horrifying situation in warfare . . . Ironclad ships during the Civil War created equally as much of a sensation . . . Here were ships that withstood and proceeded under the heretofore withering fire of the men-ofwar . . . Literally taking the terrific pounding broadside the little ships nosed directly ahead to do their work of destruction . . . Here then was the beginning of modern warfare . . . The immortal battle between the Monitor and the Merrimac! The battle scene between these two ironclad ships is simply terrific ... As Lew Ayer's first directorial venture, "HEARTS" is a swell job . . . The story is an old one it's true; North against the South, friend fighting against friend, brother against brother, and the hero of the North fighting against the brother of his sweetheart, thus estranging the lovers, who at the end of the war are reconciled by the great healer and humanitarian, Abe Lincoln . . . However, trite as the story may seem on the face of it, you have in this Republic release, a great piece of production, in a story that has all sorts of angles for exploitation and publicity plus a cast of people who have proven themselves any number of times in many fine productions. The following players need no introduction to any audience anywhere . . . JAMES DUNN . . . MAE CLARKE . . . DAVID MANNERS . . . CHARLOTTE HENRY . . . the late HENRY B. WALTHALL . . . FRITZ LIEBER . . . IRVING PICHEL . . . The biggest bleat that it's been our lot to receive in the form of criticism of the pictures that we've picked out for use as subjects in our "Sleeper" campaigns was . . . NO NAMES . . . Okay, mugg, here's a flicker that has everything on the ball plus a wealth of marquee money names. Every one of the above stars have followings, and you'd be suckers not to sell this as a spectacle of great names, in a great story of the horrors of the war between the states . . . The p:ess book lists two full pages of tieups that are bound to click to good advantage . . . Pick out those which you think fit your situation and go to town . . . SCHOOL AND NEWSPAPER TIE-UP It should be a pushover to get into the schools with this baby . . . Monitor and Merrimac stuff is great . . . Every kid is thrilled by the story of these two gallant sea-dogs . . . Prizes on the best themes of the English classes and history classes . . . Prizes for reproduction of the models of the two ships can be promoted from any enterprising merchant. Have the model contest started in the manual training classes of the schools and then enlarge it to include the trade schools. Go with the story to your newspaper and sell them an idea for a cooperative merchant page tied in with "HEARTS IN BONDAGE" and the ship model building contest, and open the contest to everyone under 18 years of age . . . This should be good for story breaks and plenty of free display for the picture . . . The newspaper will be sure to go for it because in addition to being good copy and a circulation builder, it reaps a full page (or if you can, a double truck) of advertising for them. CIVIL WAR VETERAN STUNT it's very possible that there may be some Civil War veterans in your vicinity . . . Get 'em together for a free preview . . . Have reporters from the newspapers there, and interview the old fellows immediately after the showing of the picture ... A cameraman on the spot would add to the (Continued on page 7)