Independent Exhibitors Film Bulletin (1952)

EXPLOITATION PICTURE THIEF HAS PRIZE GIMMICK & GAM Every once in a while a picture comes along with a special gimmick that lends itself to exploitation. Much rarer is the picture with a couple of special gimmicks. But how truly unusual is the film where each of these gimmicks can be handled sensationally either singly or in com junction, depending on the trade which patronizes the various types of theatres. "The Thief" is that kind of movie. Long before "The Thief" even started shooting, angle No. 1 was hitting the syndicated columns with the startling fact that for the first time since the movies found its voice, a full-length picture was being made deliberately without a single word being spoken — the first "talkless talkie". There would be sound, of course, but no dialogue. It was surprising how the word got around to virtually everyone even vaguely interested in movies before the film was completed, and aroused a tremendous anticipation. Then came the "tow" of the one-two punch. The immortality of a Life Magazine cover and three more pages were devoted to the film generally and to a young TV actress, Rita Gam, particularly, who STUNTS RAY MILLAND RITA GAM that lend themselves to a high-powered campaign on the local level. Nationally, Max Youngstein and his United Artists boxofficers have lined up no less than 17 national promotions, most of them described in the press book with suggestion as to how they can be combined with local promotions. One of them, the Meilink Safe tieup used at the Roxy opening with excellent success, tied in with merchants supplying free — and valuable — prizes to those amateurs who can find the last number of the combination and open the safe display in the lobby. And exhibitors, incidentally, can benefit additionally with their individual campaigns on this facet. Meilink is offering 10 home-size safes to thcatrcmen putting on the most effective Meilink tie-up campaigns. A host of other ideas are presented in the excellent press book, including a brilliant array of ads involving principally the two major angles — the "talkless talkie" and the Gam glamor. With these factors as the hub, "The Thief" could be the exploitation picture of the year. appears briefly but strikingly in a cheap roominghouse sequence. Dubbed by Life as "silent and sexy", Miss Gam immediately was propelled into national prominence — and from the stills, and accent on glamor these days, bids fair to play an increasing role in the movie business. The amount of comment she has incited, including Louella Parsons' description of her as "the most exotic girl I've seen on the screen," assures her of a huge want-to-see value. These are the two big selling angles, primarily the first of its ability to stimulate word-of-mouth, and the Gam girl for visual effect. Perhaps not quite as saleable, but fundamentally sound, exploitation factors are: the casting of Ray Millard in the key role of the spy harried by his conscience, a role that demands as much as he so effectively delivered for his Academy Award-winning performance in "Lost Weekend"; the engrossing chase formula among natural backgrounds, winding up with a thrilling pursuit up to the Empire State Building tower; the ingenuity of the spire in transmitling the secrets, and a raft of stunts and ballvs SECRET I No. 000000" With the puhlic consciousness of atomic seer spies, newspapers should be eager to latch on the variety of stunts to keep "The Thief" in tl News. Candid camera, secret document stuni a search for "The Thief", are only a few of tl ideas suggested in the press book. In India apolis, for instance, the tried and true circulation builder of news photos taken around town with heads circled as the newspaper "captives" to identify themselves and receive awards did a bang-up promotion job. Teasers as throwaways, stickers, inserts, etc. will build additional interest. A provocative "lucl number" throwaway (above) should arou interest. A Catch-"The Thief" idea is suitabl also, tied in with the newspapers. SECRET SAFE STUNT