Independent Exhibitors Film Bulletin (Sep 1935 - Aug 1936)

10 9>tdepettdettt EXHIBITORS FILM BULLETIN REVIEWS (Continued from page 9) I'D GIVE MY LIFE BOXOFF1CE RATING DRAMA . . . From the play, "The Noose" . . . Emerges as rather heavy, melodramatic tear jerker of antiquated school . . . Lack of star name strength will retard it, but once in audiences will vote it satisfactory entertainment . . . Rates • • -. Paramount 80 Minutes Sir Guy Standing . . . Frances Drake . . . Tom Brown . . . Janet Beecher . . . Robert Gleckler Directed by Edward L. Marin They have strived valiantly to "modernize" this mauve decade meller of the lad who killed his racketeer father because "he was no good" and kept his silence rather than expose his mother, who is now the wife of the governor of the state. The modernizing was fairly successful up to the eleventh hour saving him from the gallows. The musty and creaking melodramatics of yesteryear became unsurmountable at this point and, altho still potent as a tear jerking device, it's the thing that almost puts the picture behind the eight ball. The cast gives capable performances, with Tom Brown outstanding as the longsuffering adolescent, and Sir Guy playing down the part of the governor. Production up to standard and there are several musical numbers that seem to fit logically into the proceedings, one number in particular, "Some Day We'll Meet Again," adding to the tear-jerking when Drake does "a show must go on" sort of thing while her heart is breaking. Direction is good. At the b.o. it won't get average grosses anywhere. AD TIPS: Mention that film is based on the play, "The Noose." Rig up some sort of gallows with rope dangling. The Rialto, N. Y. played it under the original title of "The Noose." Action houses might well do the same. NONNIE. "Finest Theatre Painting and Decorating" HARRY BRODSKY 2315 WALNUT STREET, PHILA., PA. RITtenhouse 7828 • TRInity 1189 Gravenstine Denies Rumored Suit Vs. Fox George Gravenstine, operator of the Carman Theatre, Phila., vehemently disclaimed the rumor published in FILM BULLETIN several weeks ago that he contemplated bringing legal action against 20th CenturyFox for the film company's alleged failure to deliver product to him in accordance with a contract. "There is absolutely no basis to the story," said Gravenstine, "and I have so advised the exchange." English Distribution of Grand-National Set Edward L. Alperson, president of Grand National Films, Inc., arrives tomorrow (Thursday) on the He de France from an extended business tour of England and the Continent. While abroad, Mr. Alperson concluded a deal with the Associated British Film Distributors for the distribution of the entire 1936-37 season lineup of Grand National product throughout the United Kingdom. "Not a dark house in more than 20 years of film delivery service!" NEW JERSEY MESSENGER SERVICE Member National Film Carriers' Ass'n 250 N. JUNIPER STREET, PHILA. LOCust 4181 RACE 4600 Paramount's "Advertising Material Rental Service Contract" will COST THEM from $300 to $500 MORE per year! Protect yourself by dealing ONLY with National-Kline Poster Co. 13 07 VINE STREET, PHILADELPHIA Simon Libros • Al Blofson • Oscar Libros AWAKENING THE 'SLEEPERS' (Continued from page 2) est feature story and, with a bit of shrewd manipulation, the lead head can be made to read: "COUPLE TELL STRANGE ROMANCE—THEY MET IN A TAXI." Blowups of this story in the lobby will give TAXI the kind of advance sendoff it deserves and you will rate orchids for planting a swell story on a front page. OTHER CAB GAGS Columbia's ace exploiteers have laid out a flock of additional taxi tie-ups, some of which are pips. Here are the ones we especially like: Tie-up with the Yellow or any other local cab company for special rates to people going to see THEY MET IN A TAXI at your theatre. Tie-up with them also to allow the placing of neatly lettered cards announcing the engagement in their cabs. In return for this, you might give them an ad trailer on your screen. Try to land the taxi company for a series of cooperative newspaper ads. Split the cost with them, or pay all and give them free advertising in the theatre. They suggest window stickers and bumper strips to go on the cabs. Use some of these stunts. They will bring results. COPY Plaster that title all over your town or naborhood. Make the public taxi conscious and they'll be talking about the picture. Tie it in with "It Happened One Night," since the stories are of the same type. A caption like "IT HAPPENED ONE NIGHT After THEY MET IN A TAXI" will get 'em talking. Tease them in advance with something like this: "THEY MET IN A TAXI— And Then Things Happened!" Don't forget the cast that has four popular names — Chester Morris, Fay Wray, Lionel Stander and Raymond Walburn. For pete's sake, don't overlook the last named two. They're grand comedians and have their followings. The story is by Octavus Roy Cohen, well-known Satevepost yarn spiller, and that's worth a mention. If you can't or don't sell THEY MET IN A TAXI for dough, then we ought to wash our hands clean of you — but probably won't! $$$$$$