Independent Exhibitors Film Bulletin (Sep 1935 - Aug 1936)

2 INDEPENDENT EXHIBITORS FILM BULLETIN' AWAKENING THE 'SLEEPERS' The purpose and plan of ibis department is to bring forcefully to the attention of theatremcn those pictures wh'ch arc 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 baling you SELL them to the public in a manner that will bring you the best possible returns. I a low these "Sleeper" campaigns for bigger grosses! By Wolfe-Smith Heave ho! me lids, and get yourselves set for a ride for extra bucks on a yarn of the sea . . . We're not going to attempt to get you steamed up about selling this one as another "Captain Blood" or "Mutiny," but we are going to step heavily on the angle that every guy in the world at one time or another has been adventurously attracted to the sea and all that it holds imaginatively for every growing or grown-up kid. The title is a pip and should attract plenty by merely serting it up . . . Sell it plentee, over and above all copy. The pix in itself is oke, entertaining, exciting, thrilling, and sprinkled with a romantic angle to take care of the heart-thrill seekers. The cast isn't strong on the marquee. Headed by Ben I. yon, and surrounded by veterans of the stage and screen, such as Russel Elardie, Ann Rutherford, Irving Pichel and Fritz Licber, and as such it shouldn't set you up with an alibi that it hasn't real talent. Don't forget men, that you have to go after this one or it'll be disappointing. Nay, it'll be pathetic! You've got real entertainment merchandise here, and if you're going to allow it to come in cold, the cob-webs in your box-office will be your own fault. The story has to do with the ancient and exciting industry of sponge fishing . . . Just to mention sponge-fishing in itself isn't very exciting, but remember that sponges are deep-sea animals that have to be dived for . . . Men go to the bottom of the sea in shark-infested waters, and cut the sponges loose from the ocean bottom. The picture show all of the thrills and danger of the divers in some swell under water shots. Go after this one with inexpensive stunts that are bound to attract attention and do you good. LOBBY Use cutouts from the one and three sheets . . . Promote or hire one or more divers' suits and set them up in the lobby . . . An angle where to get divers' suits besides the costuiners is, the wholesale sponge dealers. If you have difficulty locating one, contact your local hardware dealer and he'll give you the information . . . Tie up the idea with the wholesaler that you are cooperating with the hardware man in a special sale and display of sponges and chamois . . . This gives you a window tie-up with the merchant too, as this is the season for sponges. Shoot everything out front when the picture plays. STREET BALLY Some time back we suggested that you contact other theatres in your territory that plays your product so you could cooperate in building a street float in the form of a boat or a ship ... If you didn't do it before get going now ... A few of you can get together and divide the cost of the bally and use it on any number of shows ... It would be a pip for this one. Have a diver in full rig sitting on the edge of the boat. Harpooners perched at the bow . . . Banners and cutouts along the sides. This positively will get vou those extra bucks that you need at this time of the year so badly. NEWSBOY STUNT Another old chestnut that's dug out of the moth balls every once in a while is the sailor cap gag for newsboys . . . They're on the street all the time. Get them a white sailor cap with the title, theatre and playdates painted on the brim, and you're bound to get a permanent plug on the show . . . It's worth the little extra dough it'll cost you for the caps and imprint. SEASHORE STUNT We mentioned this one before, but it's a natural piece of exploitation for this pix . . . Get a flock of toy sail boats at the five and ten . . . Have the title, theatre and playdates painted on the sail or sides of the boat and set them LOOSE IN THE WATER WHEN THE BATHERS ARE CONGREGATED ON THE BEACH . . . This stunt is a push-over for the seashore houses, or any situation near a beach of any kind ... It can't miss . . . ! The front cover of the press sheet is swell for a broadside herald or window card . . . If used for a herald take your copy to a printer who uses the offset photo-lith method and have him reduce it to the size you want. The paper is colorful and plenty exciting . . . Use it liberally. $ $ ^ J