Independent Exhibitors Film Bulletin (Sep 1935 - Aug 1936)

%depe*tde*tt IXHIBITORS FILM BULLETIN AWAKENING THE 'SLEEPERS' The purpose and plan of this depart incut is to bring forcefully to the attention of theatre men those pictures which are ordinarily overlooked or neglected in their advertising. Mr. Wolfe-Smith, prominent theatre publicity expert, aim. 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 yon the best possible returns, follow these "Sleeper" campaigns for bigger grosses! By Wolfe-Smith •TWO-FISTED GENTLEMAN" . . . Columbia ... 63 Minutes James Dunn . . . June Clayworth Here's a story, guys, of a two fisted fighter who packs a load of dynamite in both mitts and wins a flock o' ring battles as long as his wife is doin' his managin'; but who gets punch drunk over dames and goes soft doing 1 5 fast rounds every early morning on a night club floor. No use telling you that such training winds him up behind the eight ball. Also no use telling you that he loses fight after fight and w.nds up in a flop joint just a bum in the park after a short whirl in top hat society. That his "ring-wise" wife locates him; inspires him to fight again; and that he wins is also the well known formula. SELL THE WOMEN But this one's got a pip of an angle suggested by Columbia's ol' ace publicist, Hy Daab, and if you follow it through it should mean plenty of extra bucks in the till for you and you and you. Here's how! . . . It's still fresh in the minds of the sports fans that Joe Louis, Max Baer and Jack Dempsey were aces up as fighters until somehow or other a woman came into their lives. Get blow-ups made of these three leatherpushers; streamer-head it with the caption: "DID WOMEN WRECK THEIR CAREERS?" Underneath each picture place pertinent captions such as: JOE LOUIS, 'THE BROWN BOMBER' . . . Considered invincible until after his marriage. Did wedded bliss soften him? "MAX BAER — a push-over for the 'Brown Bomber' shortly after his marriage and a whirl at being a play boy on the Gay White Way. Did marriage soften him?" "JACK DEMPSEY — In a class of his own. What happend to the 'Manassa Mauler' after his marriage to Estelle Taylor?" Clinch this angle for direct tie-in over a blow-up of a still from the picture with wordage like this "ONE WOMAN MADE MICKEY BLAKE A CHAMP, ANOTHER MADE HIM A CHUMP!" See "THE TWO FISTED GENTLEMAN." Such a lobby display should get the ladies as well as the gents into a controversial mood. Before you know it they will all be discussing the pros and cons of women and fighters. You see, boys, you now have the WOMEN as interested in your coming picture as the men, who are cinch suckers for such stuff as this. To get their attention all you have to do is splash your front with plenty of gore and fisticuff paraphernalia. So concentrate on the women! In this picture June Clayworth, a new star who you will have to sell, wears a flock of sports togs, which easily lead into window display tie-ups as suggested in the press sheet. She plays the part of business manager of a big New York fight club and a string of fighters, surely an unusual career for a girl. She's a female Tex Rickard. This gives you a double tie-in. First: Get window cards out with following copy: "A FEMALE TEX RICKARD MANAGES 'THE TWOFISTED GENTLEMAN' NOW PLAYING. GEM THEATRE." Use ad mat TFG-27A for illustration. Second: Build a feature story around women in your community who are following unusual occupations to earn their livelihood. STREET BALLY Get an athletic young man to parade the streets attired in top-hat, evening dress shirt and tails coat with bow tie and fighter's trunks INSTEAD OF PANTS! Small cloth sign can be sewed on back of the coat reading: " 'TWO-FISTED GENTLEMAN' AT THE GEM THEATRE NOW." This will stop 'em cold. WINDOW Get an empty store window on a main street. Promote sporting goods store for punching bag, rack, boxing gloves and other stuff. Spot stills all around the place. Hire an amateur boxer to punch the bag at intervals. This should be a 'natural' for the men and a regu'tr traffic stopper. Use the backs of fight-cards for your program plugs. And try to interest the local (Continued on page 10) \ Jh&ASLdu motuu^ ire thiA. ! ~7