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UHSUM ON
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FOX AD-TACHS ON FOUR
Display ads and teasers on each oj the four complete campaigns are pictured above: At top. left, the action ads; center, the story telling ads; right, the G-2 ads. At bottom, the large city ads as used by the New York Rivoli.
^ I \IOl E PICTI RE has been given a unique advertising scheme by 20th CenturyFox in its "Decision Before Dawn." Confident of the film's universal entertainment values as suspenseful, emotional drama. 20th's ad-publicity-exploitation chief Charles Finfeld and his staff, mindful that the prime condition was to get 'em into the theatre — and the picture would take care of the rest — have evolved a four-pronged ad campaign aimed at every type of moviegoer. Four individual groupings of ads, each a complete campaign right down to the teasers, have been set up: one group is aimed at the action fans; another at the growing mass of discriminating, selective patrons, describing the unusual story; a third to tie in with the timely and heretofore unsung theme; the last aimed at the big-city patronage, patterned on the New York campaign, featuring quotes from the syndicated columnists, literati, national magazines and other important opinion-makers.
The multiple campaign, pictured in part above — and elaborately outlined in the superlative press hook -offers no less than 65 different mats from which the showman may selecl a best suited to his patronage. The action series uses a cloak-and-dagger theme illustrated by dramatic chase sequences; the story-telling campaign profiles the protagonists, telling how their lives clash in the spy drama; The counter-intelligence (G-2) pel focuses reader attention on Oskar Werner, a brilliant young German actor, whose C-2 file card describes his top secret mission behind German lines: the big town -roup is highlighted by a series of teaser ads featuring quotes by WinchelF. Parsons. Hopper. Hennet Cerf. Life Magazine, etc.
Despite the concentration on the ad campaigns, boxofficers have not. neglected the exploitation and publicity facets thai are so important in a successful showmanship effort. George Howes Christopher Award novel, "Call It Treason," on which the film i based, baa been reprinted in a special 35-cenl Pocket Hook edition, with the initial print ordei at 100,000. Some engrossing Bpecial layouts, based on the on-the-spot filming m Germany are offered foi feature layouts. Two teaser trailers, in addition to the regular production trailer, ire available. Three special 28-sheets. in addition to the 24-sheets and other accessories have been concocted to excellent effect. And all this is only a sample of the Hiperb showmanship campaign lavished by the 2()th-Fo\ on "Decision Before Dawn." The rest is in the press book for the showman to use and to profit w ith.
His identity discovered, the spy several times escapes capture, once by dodging behind a moving train.
Stymied by the treachery of another "spy" (Hans Christopher Blcch), Basehart and Werner make plans for return, the latter forfeiting his life to permit the American's escape.