Independent Exhibitors Film Bulletin (1952)

EXPLOITATION PICTURE HEART, NOT TUNES, IS 'NELLIE IN THE 'GOOD OLD DAYS' Racoon Coats & Overstaffed Sofas Despite tin title, the Technicolor, the fact thai George Jessel produced it — all of which must lead 99 out of a hundred to believe that '"Wait 'Til The Sun Shines, Nellie'* is a song-and-dance-film — it is nothing of the sort. It is, rather, a nostalgic slice of Americana, a "different"' film that will have something to offer to anyone who goes to movies. It has laughs and tears, tenderness and violence, the barber-shop quartet and a quick glimpse at vaudeville. The oldsters will remember the days of the horse and buggy, the bustle and the overstuffed sofa, as they watch a typical American small town's growth over the last half century. The younger folks will see what their elders could only tell them about, and thev will. too. be caught up in the emotional qualities of the film. As directed by Henry King and played by David Wayne — whose performance it this has rated impressive notices — "Wait inanity, from top-level municipal and civic big-wl to each group of the citizenry, was pitching in to hi the theatre and the film — many without even know^ they were doing so. The title was on everyone's and these thousands of walkie-talkie ads built int| mountain of anticipation. The first half of the 20th century has thousands of towns spring up: other? have grol into cities, and the cities have seen some miraculi changes. Chronicling of these in a pageant will gl the theatreman a priceless opportunity to perfornl public service, build his own and his theatre's pi tige and, of course, give the picture's boxoffice val a tremendous boost. If it is well planned, the towj leading merchants, civic organizations, women's school groups can be recruited into an army that \l put forth an all-out effort unmatched by any ir| vidua! ballyhoo. The store windows on Main Street would be del rated with flags and banners, with displays of "th< and "now" props, etc. They will make a fesll background and a natural pathway for a big Openl Night Street Parade. Vintage autos can be used, cl trasted with the latest models supplied by the I agencies. Wherever possible, there should be ra| and press coverage at the door of the theatre. Such a campaign was conducted in Hutchison. w| some unusual gimmicks. A barber shop displayed 1900 chair with a full rack of old-fashioned shav| mugs. Other stores recreated interest-grabbing plays of school classrooms of the 1900 era. miniatu| and antiques, and, several other ingenious stunts, stage opening night, the barber shop quartet i;| "must" as part of the festivities. 'Til The Sun Shines, Nellie" will not disappoint your audiences, unless they are determined to see a musical. It is important that the showman see to it that his patrons are not misled. The film has many attractive angles to sell — nostalgia, drama, humor — and they are all there in quantity enough to satisfy any member of the famiiy. The comparatively meager amount of music can be sold, too, but with care to avoid the impression that here is another of those name-song musicals. NEWSPAPER ADS hi right, several of the newspaper ads. Note the institutional ad, headed "Even THEN Nellie Couldn't Wait To Go To The Movies", that sells the theatre and mo\ie-going as well as the picture. TOWN CELEBRATION Any town, big or small, in America can take a leaf from the campaign conducted i" Hutchison, Kansas, where the World Premiere of Wait 'Til the Sun Shines, Nellie" was held. The whole com 18 FILM BULLE