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EXPLOITATION PICTURE
of the issue
Bend of the River
All of llif scope, sweep, excitement and color of Bill Gulick's best-selling novel, "Bend of the Snake." has been captured by producer Aaron Rosenberg for his 1-1 production. "Bend of the River." Rosenberg sent his cast on location to the actual sites in Oregon to give his backgrounds added authenticity and beauty that the Technicolor cameras have caught in all their grandeur.
James Stewart, whose "Broken Arrow" role in frontier garb, was another boxoffice lulu, heads the cast in this tale of the pioneers of Oregon. With Stewart are such dependables as Arthur Kennedy in a heavy role; Jay C. Flippen, Henry Morgan, and three young newcomers who bear great promise in the new star sweepstakes: Julia Adams, Rock Hudson, and Lori Nelson. The film also marks the return to the screen after 16 years, of Stepin Fetchit. whose languid comedy was a highlight of yesteryear's films.
Universal's still department has come up with a batch of tremendously effective action shots to grace the front and lobby, both in regular size and in blowups. Only a small sample of the fine selection is shown on this page. There is also a set of eight full color 8 x 10's to emphasize the Technicolor.
Another topnotch showmanship accessory is a full five-minute exploitation film in Technicolor available gratis to exhibitors booking the picture. U-I assigned a special production crew to cover the location company while scenes were being shot, so that the film features both offstage shots and finished scenes. This can be followed by a teaser trailer — also free— and then the regular trailer, thus delivering a one-two-three selling punch that will cover virtually your theatre's entire patronage.