Independent Exhibitors Film Bulletin (1952)

EXPLOITATION PICTURE 'JUST THIS ONCE' JUST FOR FUNI Situation Offers Bally Fodder JANET LEIGH AND PETER LAWFORD A Millionaire Learns About the Automat Metro-Goldwyn-Mayer's second entry in its "Promotion Prize of the Month" plan, "Just This Once" provides showmen with plenty of ammunition for a crowd-gathering campaign, as well as an added incentive in cash prizes for the best ballyhoo barrage. Co-starring two of the brighter young stars on the stellar M-G-M lot, Janet Leigh and Peter Lawford, it offers a large variety of provocative situations (brought out piquantly in the imaginative ads — see below — and a wealth of exploitation suggestions in the pressbook. There is little doubt that people today want to laugh. This "brash, frothy romantic comedy", as it is described in the FILM BULLETIN review, supplies plenty of that. The complications that ensue when a millionaire playboy, whose lush living has him in financial difficulties with the — if you'll excuse the expression — Department of Internal Revenue — and is assigned a tight-fisted but lovely young female lawyer to handle his finances, make for some hilarious predicaments. And it is around this situation comedy that the campaign should be based. In this direction, the ads below are ideal for catch lines for the marquee and lobby. In addition, however, Metro's boxofficers have concocted a lulu of an exploitation campaign that ties in beautifully with the gay romantic theme. Some of the ideas are detailed at right. TITLE PROMOTION The title has a bonanza of possibilities. It suggests a unique experience, a novel chance to try something! new, or a number of other openings for stunts t(J draw interest. "Just This Once" You Can Be the Most Envied] Girl in (name of city), is a good lead into a typ« of Queen-For-A-Day promotion. Since it is Leap! Year, the best marriage proposal by a girl might bej the basis; or a choice of the best-dressed girl (stimu-l late department store sales and arrange tie-ins) : or a competition based on "What Was Your Stingiest! Date?" or the converse, "Your Most Lavish Date?'! The latter would be in connection with star PeteiJ Lawford's free spending and co-star Janet Leigh'.'l tight hold on the pursestrings. To tie the title in with commercial stores, res-J taurants and other establishments where the film andi playdate can be plugged by display, a batch of stills! are available that would be ideal for the purpose.] "Come in 'Just This Once' and try our deliciou.'J specialties" could be used for a restaurant or cafe-1 teria — the latter, particularly, since in the film therel are several amusing scenes in an automat. Another good angle, timely and pointed, is thel Federal Income Tax filings. An amusing scene inl which Lawford, delinquent in his tax returns, is con-l fronted by Internal Revenue representatives. Thfl local branch of the Federal office and post office majl cooperate by allowing you to use amusing signs irl their offices. Cards can be tacked on poles, as well! reading "Just This Once — Pay Your Income Taxes! and Laugh at the Other Fellow." The line could Ixl tied in with banks and loan offices, with a follow-up;l "See what happens to millionaire Peter Lawford irl M-G-M's 'Just This Once' when he tries to squarfl himself with Uncle Sam's Bureau of Internal Revel nue ..." I STUNTS Since the theme is how a millionaire is forced t(l get along on a $50-a-week allowance, a newspapel feature or a quiz based on "How to Live on a Lovl Income". As a feature quiz in newspapers or oil radio or television, it will excite plenty of interest! The editor of a woman's page might be asked til sponsor a contest on the topic, and budget shop I could be tied in with "How to dress well on a low income," as well as a number of other establishments! You might also work in with newspapers a stunl to have a couple go out on their "most economical'! date, accompanied by a photographer, who takes pro| eressive shots, to be worked into a feature.