Independent Exhibitors Film Bulletin (1952)

EXPLOITATION PICTURE Western With Universal Appeal Something for All in U-I's "Bend 99 The term "western." as applied to a type of motion picture, has come to mean certain things to certain moviegoers. To some it is an automatic red light that makes them shy away from any theatre showing such fare. To others, it is just their dish, and they'll keep coming as long as there is shootin" and ridin" and sluggin". Separating these two. however, is a \ast audience that tries to evaluate a piclure for its pure entertainment value, regardless of its locale, theme or "'type'. When a picture comes along that will appeal to all of these, the "westernpile", the 'westernphobe" and every one in between, that's news to showmen — and "Bend of the River" is news. This I niversal International release offers practically evervthing to everyone. There is excitement enough for the most rabid action fan: not one. but two romantic affairs: comedy, both wry and broad: breathtaking Technicolor photography in the majestic Oregon landscapes and epic scenes that are classic for their sweep and vigor. And with all this, two of the top cast names in the business — Jimmy Stewart, whose 16 years as a star has built up a vast fan following, and still growing on the basis of his recent films, and Arthur Kennedv. whose role in "Brisht Victory" has put him into Academy Award prospect and has set him up for top stardom. The STEWART No S ClOSt boxoffice successes of him career in another socalled "western."' last years "Broken Arrow."" plaving the same type of role. Idling the dramatic fortunes— and misfortunes — of a wagon train going to Oregon during the gold rush of the middle 180()"s director Anthony Mann has extracted the most out of the thrilling series of episodes. In one ' scene, the pioneers virtually carry the wagon train across the swirling Columbia River: the others are equally palpitating to make a happy piece of entertainment for both the class and the mass moviegoer. I -I has gone u hole-hog on the national advertising campaign to assist the exhibitor. The company has evolved the most extensive ad blast since its memorable "The Egg and I." with some 75.000.000 readers due to be inundated with the film's attractions this month. The big world premiere in Portland served to kick off the release in grand style and garnered a raft of publicity for the film. David Lipton and his ad-publicity-exploitalion staff have done an excellent job with the press book, affording showmen plenty of fodder for plugging the picture on all fronts. The advertising material is particularly effective with mats available from one-column to a full page, as well as a most effective utility mat combining the action elements in exciting line illus GETS MAD ssv. He former, incidentally, had one of the fore tration. • PIONEER" ANCLES I In rugged men and women who settled the great American Northwest an the dimes and heroines of "Bend of the |{i\er". Wound this "pioneer" angle are a host of |ironiotion i ppei tunities that involve little cost, hut plenty of showmanship elbow grease. It Mill pa> off. however, in added patronage, both now and in the future. Campaign can he built around the FIRM people in your community, as the press hoi k points out If this is not feasible, then pay tribute to loeal pioneers in industry, education, construction, politics, etc. Newspapers, libraries and Historical Societies will help you locate the local pioneers, if they still exist. The oldsters, or their descendants, can he interviewed by press, radio and TV. and they ran be invited as guests of honor on opening night. The local department store can be tied in with an exhibit of "then" and '"now", comparing linearly apparel, utensils, machines, etc.. with those currently being merchandised. Cooperative ads can play a major role in selling the film. The theatreman can also bring in the merchants in town who like to call attention to the number of years they have been in business. \ cooperative ad taken by each of these merchants to form a full page or double track, featuring in photos and copy their beginnings and development, their years ol service to the community, their dependability, etc.. should be of mutual aid to all parties. They can use their windows for old photos and samples of early merchandise as part of the "pioneer" display, adding stills and accessories from the film for the tie-in. to enhance the display. And. of course, the schools are a natural for the pioneer angle. It could be the basis for a Composition contest, with the pioneer merchants offering prizes for the best compositions on the beginnings of your community, as well as tickets to the film for the winners.