Independent Exhibitors Film Bulletin (1952)

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EXPLOITATION PICTURE 'Another Man's Poison' Bette's Mea Star Shines Again As Evil Woman Jjj^ BETTE DAVIS GARY MERRILL 4notherMan'srbis MR. & MRS. MERRILL Reel Life and Real Life It is doubtful that any reel-life actress has made as successful a career out of wickedness on the screen — or garnered such a following of fans — as has Bette Davis. Her name alone is enough to set the ladies on their husbands' ears to lake them to see her latesl picture. In "Another Man's Poison"', the same Bette who "is best when she is bad" is a composite of her long chain of screen vixens, and. if possible, more evil than any of her predecessors. Co-starred with her real-life husband. Gary Merrill. Bette is seen as a ruthless, self-centered, writer, who is forced into killing her fortune-hunting husband, then commits another murder to prevent exposure of the first. "Another Man's Poison." is the "typical" Bette Davis vehicle, with the star playing the woman you love to hate. Which means that her legion of fans will be flocking to the boxoflice if this angle is emphasized. Another selling point is the reunion of the stars of "All \boul Eve," Mi>^ Davis and spouse Merrill. And. of course, the pull exerted by (he "world's first lady of the screen," whose eight Academy Award nominations and two Oscars place her far above any other movie actress in prestige and solid draw ing power. CAMPAIGN PLAN Bette Davis, whose fan following is probably most numerous and faithful in motion pictu today, is set to encompass an entirely new fi with a radio show, "Woman of the Year," oj the 550-station Mutual Network on Mondays tween 8 and 8:30 p.m. (E. S.T.). Mutual's promotion guns were trained on the natio premiere program, which culminated in a nati wide celebration on January 14th as "Bette Df Day." All the Mutual stations are prepared to | operate fully in the dual exploitation of N Davis on the air and on the screen. Co-op for the radio show and "Another Man's Poist should be arranged: reciprocal arrangements be made with teasers and spots on the air, slides and teasers on the screen. Another co-op can be arranged to name local "Woman of the Year," with cross-plugs the air and in the theatre. A good teaser stunt, which sells the fil startling climax, is the post card pictured alx This can be ordered in mat form at your Natio Screen Service branch. Since Miss Davis and Gary Merrill are realhusband and wife, you can work up any on a number of "Mr. and Mrs." stunts. The pressbook recommends, among others, rangements for a local human relations counse to present an award to Bette and Gary for tl example of teamwork in a difficult profession. 1 should be rewarded with a newspaper story.