Independent Exhibitors Film Bulletin (1952)

EXPLOITATION PICTURE U-l Celebrates 50 Years of Western THE GREATEST GUNFIGHTER OF THEM ALL! Wes Hardm, the preacher's boy—no faster draw, no fieadiier shot in all the violent history of the West. 40 race died bpfore his guns and even BPJ Hickock feared his fury. Thw is the story uf the lift? he led, the \xvm he took and the women he loved! RAODL WALSH'S Tfea Ortttw wis lift res Tit *cr!# la rtii Rum3* Based on his own original atitobiographica5, manuscript' ffTHE LAWLESS BREED ROCK HUDSON -JULIA ADAMS The *cr.salional yotr.g &qr% of "Ber.ij of xka Itiv . MART CASTLE • JOBS MdNTffiE HUGH O BRIAN THEATRE The career of John Wesley Hardin, probably the greatest gunfighter of all tint" the man who never drew his gun until the other man reached for his — is the bas^s for this I niversal-International Technicolor western. The story of the boy who learned to shoot, drink and gamble early, killed some 40 men before he landed in jail, only to emerge and find his son embarking on the same path, has every element that has characterized the movie western for the last half century — and has made it the most sustained popular form of movie entertainment. The up and coming youngsters who made a successful bid for stardom in "Bend of the River"*. Rock Hudson and Julia Adams, were chosen by producer William Alland and director Raoul Walsh for the key roles, aided by a sterling supporting cast that includes Mary Castle, the girl whose resemblance to Rita Hayworth gave her the op portunity to make good on her own in Stanley Kramer's "Eirtht Iron Men". Universal demonstrated its faith in the film's quality by tying it up with the 50th anniversary of the movie western. David Lipton's boxofficers have prepared a special exploitation kit, in addition to the press book, that has a wealth of ideas. The story of 50 years of westerns makes fascinating reading and listening and would be a natural for newspaper, television and radio spotting. Among the excellent ideas conjured up by the U-I flackmen for the kit are suggested lead stories on the golden anniversary of the western: tie-ups to promote the theme: lobby displays that utilize the western motif — candycounter as a chuck wagon, ushers in western outfits, etc.: a youngsters" cowboy party: outdoor stunts like a chuck-wagon tour with promoted giveaways, block parties and square dances; a tie-up with golden wedding anniversaries. 50year-olds, half-century business concerns, and much more. Star Rock Hudson offers another a\enue for showmanship techniques. Either as a plug for the "new star", or tying in with the anniversarv the greatest mmum^:: them all; ROCK HUDSON fe JULIA ADAMS BAOTJL WALSE mapsst ADVANCE SET-PIECE Page 26 FILM BULLETIN December 15. 1952 MARY CASTLE -JOHN M J.NTIKE K'JGH OBRIAN™ § SIX-SHEET concerning the "discovery" of big stars in western pictures over the past 50 years the star discovery angle could stimulate interest. The stills are exciting and varied, as are the ads and the posters. Both the importance of the him and its vivid action are caught in the copy and art. Some striking lobby displays, such as the one shown at left can be rigged from the Mills and are supplied by U-I. The possibilities continue to expand with each suggestion. U-I has even tossed in the idea that the exhibitor wear a cowboy outfit whenever he visits the newspapers, TV stations, department Stores, super markets, or even when he knows he is to be interviewed in his own theatre! The warning about this, however, is contained in the heading— FOR SHOWMEN ONL1 ! But remember this also — you're selling the kind of picture that made the movie industry a leader ii, showmanship, Gambling and gunfighting, young John Hardin (Rock Hudson) begins a notorious career as his father (John Mclntyre) grimly disapproves. His childhood sweetheart (Mary Castle) is killed in a brawl that occurs when he returns to marry her. Hunted by the police, Hardin and a danca hall girl (Julia Adams), whom he married find their idyll ended when he is sent to jaill After 16 years in prison, the chastened gun fighter (Race Gentry) finds his son followini his footsteps, finally convinces the boy of folly of gunfighting.