Independent Exhibitors Film Bulletin (1951)

EXPLOITATION PICTURE NO FMTASY, JUST FUN IIV 'BONZO' 'Francis', 'Harvey' Tie-lRS Add Draw Three films in the past year or so have come from Universal Internat i o n a 1 featuring; rather unique animals. The first two, ''Francis'' and "Harvey," have already gladdened boxoffices on a par with any of U-Ts top product and seemed to hit the public's entertainment demand bullseye. Now the third, "Bedtime for Bonzo," about to be released, bids fair to smack the same target. "Bonzo" has two distinct advantages over duo. First, BONZO & 'MAMA' Funny Monkey Business the previous there the others had to overcome the traditional onus of "fantasy," i.e., a talking mule and an invisible six-foot rabbit, the present offering features a perfectly normal, albeit highly intelligent, representative of the animal kingdom, a chimpanzee. As a matter of fact, it is the human element in the film that tends toward the "strange"' side — a professor who attempts to raise the chimp like he would a child in order to prove the dominance of environment over heredity. The ensuing hi-jinks are pregnant with risibility potentials. The second advantage accruing "Bonzo" is the opportunity to tie in the success of the others. The advertising features such lines as "The funniest new idea on film since 'Francis'," and points up one of the basic tenets of advertising psychology, the value of association with something a d m i tedly desirable. The unusual situation inherent in the monkey's tale (no pun intended) offers a real bonanza of exploitation )ossibilities. Merely stating the premise— "They adopted a baby chimp . . . and tried to prove he could be raised just like 'Junior" — but they made him the Juvenile Delinquent of the Year" — offers tempting bait to the moviegoer. Clever displays in the ads, posters and accessories make the most of the situation, are ideally suited to blowups for eye-arresting, seat-selling displays. And then, of course, the intrinsic humor in the monkey genus itself is a potent selling angle. We defy any but the most curdled sourpuss to view, unsmilingly, shots of Bonzo in the various apparel and poses he adopts in the film. Bonzo in a Hopalong Cassidy outfit, in rompers, in sleepers, riding a bike, "ooting a horn, etc., are certain chuckle instigators that alone could sell the film to many. MONKEY STUNTS Few films have offered the large variety of stunt opportunities with which "Bedtime for Bonzo" is loaded. One in particular, while requiring some rather elaborate planning, is one of the surest space grabbers a theatreman can hope to have — a special screening for one or several monkeys. Chimps are best for this stunt, since their reactions are more pronounced and interesting. With assurance that the monkey will react to a movie, progressive photos of the simians' reactions should be taken. The stunt has been successful with both infrared bulbs (in an entirely dark room) or regular flash bulbs in a partially lighted room. A variation on this stunt shows (1) the chimp reading an invitation to see "Bonzo", (2) on his way to the screening room, (3) eating popcorn before the picture starts, (4) his various reactions as he views the film, and (5) on his way home "happy and confident that 'Bonzo' will get the Academy Award." Another variation ties in the screening with the local college and child psychology groups. Since most of the story's action takes place on a college campus, the monkey screening can be held at the university under the surveillance of psychology professors. Other monkey stunts and displays include simply a live monkey on the streets; a "barrel of monkeys", using false bottom and stuffed toys, as a lobby or front display; snipes around or inside the zoo and pet shops, etc. NEWSPAPER ADS Below, some of the larger display ads and the three styles of teasers (far left) available.