Independent Exhibitors Film Bulletin (1951)

EXPLOITATION PICTURE BELVEDERE MAN DDES IT AGAIN Webb, Stars Are "Heavens" Angles DISPLAYS NOT SO ANGELIC Angel Clifton W ebb In An Earthier Moment With A Very Material Joan Blondell CLIFTON WEBB, 20th Century-Fox's "discovery" whose comparatively brief screen career has skyrocketed him to an enviable spot in Hollywood's stellar array, has had four successful films in a row. After stealing the show in ''Laura," playing a serious role, the amazing Mr. Webb turned his talents to comedy and, starling with the famous "Mr. Belvedere" in "Sitting Pretty," ground out three hilarious films that earned a pretty penny for his studio and exhibitors His latest, a comedy-fantasy called "For Heaven's Sake," looks like his phenomenal record will remain unblemished. Exploitation-wise, showmen have a bountiful aggregate of selling angles to tickl? the public's fancy. There is Webb who has proved himself a potent draw at the boxoffice in his Belvedere-type role. He has the additional benefit of a top-notch supporting cast, including Joan Bennett, Robert Cummings, Edmund Gwenn, Joan Blondell and Gigi Perreau. The story, a "Mr. Jordan" idea, is from the pen of Llarry Segall, who originated that delightful character. The director-writer is George Seaton, who performed the same chores for "Miracle on 34th Street." All of these are important factors in implementing the want-lo-see on the part of the public, particularly the more discriminating moviegoer. Webb's role in "For Heaven's Sake" — an angel who materializes into a Gary Cooper type of westerner for his earthly mission and succumbs to not-so-angelic temptations — offers another vital angle for the campaign. "That Belvedere Man" in western garb, rolling cigarettes with one hand, knocking out a movie tough guy in the duly prescribed western hero manner, spouting the lingo in a laconic drawl, and a host of other comic highlights gleaned from the imaginative script can be utilized to excellent effect. Clifton Webb's parody of Gary Cooper as he appeared in "The Westerner" is a lulu for display purposes. You can mount an eye-catching cut out of Webb (pictured left) as a cowpoke on your marquee or for special lobby display piece. Taken from the 3-sheet, it will stand 77 inches high, more than life-size. Play up Webb's irresistible flair for offbeat comedy in the copy. The lobby can be treated in a multitude of ways to conform with the ''heavenly" theme. It can be turned into a celestial entrance, at the same time pointing up that this picture is something special, by pasting silver stars on walls and ceiling, simulating clouds with cotton over cardboard, with angels perched atop them, etc. The angels could have dubbed-in faces of the six top players, thus publicizing the stars in conjunction with the theme. STAR BALLY While Webb is a natural for exploitation as ' that Belvedere man," with accent on his two previous "Belvedere" characterizations and his additional popularity as the father in "Cheaper By The Dozen," the other players should be played up, also. There's the Miracle Man of 34th Street, Edmund (Santa Claus) Gwenn; Joan (the Beautiful I Bennett, star of "Father of the Bride"; Robert (the Suave) Cummings; Joan (the Bombshell) Blondell; and Gigi (the Prodigy) Perreau. NEWSPAPER ADS Below, some of the larger display ads featuring "That Belvedere Man," and (far left) two of the teasers. .. .... ...... 18 FILM BULLETIN