Independent Exhibitors Film Bulletin (1954)

EXECUTIVE SUITE ward Keel and Fernando Lainas, makes Friml's famed operetta, with its immortal songs, romance and violence in tlie C anadian woods, the big March attraction. The month will also see "Tennessee Champ", in Ansco Color, with Shelley Winters, Keenan Wynn and Dewey Martin starred in an off-beat serio-comic story of a religion-filled yoiini< man who takes to the fight ring to earn enough money to build a church — and converts his conniving manager in the process. Going into April is another assorted trio, ;i romantic tragedy, a musical love gtorj-, and a girl-loves-horse heartwarmcr. The first, filmed in Italy in Technicolor, co-stars l.ana Turner and Pier Angeli with a pair of Italian favorites, I'onar Collcano and Carlos I'hompson. Lana's a wicked woman who uses her beauty to make her way, but finally >acrifices her own desires to save the love of I young girl. "Rhapsody," also in Techni:olor, is a love story of a beautiful, spoiled rich girl torn between her loves for two ,'reat musicians, a pianist and a violinist. Starring Elizabeth Taylor, Vittorio Gassman md John Eric^on, the romantic drama is ilayed against a background of the classics nusically, and the Swiss Alps visually. The .verlasting appeal of a child's love for an I inimal is the backbone of "Gypsy Colt", an Ansco Color film with noiina C orcoran as he young girl. I Already laden with awards in its pre-rceasc engagements is the specially handled THE LONG, LONG TRAILER "Julius Caesar," starring Marlon Brando, James Mason, Louis Calhern, Greer Garson, Deborah Kerr, John Gielgud and other superlative players. The great Shakesperean drama is being carefully handled by Metro to insure a prestige buildup in its early playoffs as a prelude to its general release. A look at the future gives more promise of the same variety and quality. For instance the multi-starred "Executive Suite", a "Grand Hotel" type of film. Seven top-notch stellar lites are featured: William Holden, June Allyson, llarbara Stanwyck, Fredric Afarch, Walter Pidgeon, Shelley Winters and Paul Douglas in this drama of romance, comedy and tragedy interwoven by the death of one man. There is also "Invitation to the Dance", a Technicolor musical telling several stories in ballet form, starring Gene Kelly, Nora Kaye, and outstanding ballet artists. And there is "Betrayed", filmed in Holland atid England in Technicolor, with the imliosing trio of stars, Clark Gable, Lana Turner and AHctor Mature. In editing stages, with shooting completed arc the Ansco C'olor "Her Twelve Men" (Greer Garson-Robert Ryan); "Beau Brummcl", Ansco Color, (Stewart Granger-Elizabeth Taylor); "Panther Squadron 8", Ansco Color (Van Johnson-Walter Pidgeon-Louis C'alhern), and "Crest of the Wave" (Gene Kelly-Jefif Richards). \ CinemaScope boom is in prospect for the future. Of five currently shooting, three arc in the anamorphic process, "A Bride for Seven Brothers", (Jane Powell Howard Keel), "Brigadoon" (Ciene Kelly-Cyd Charissc) and "The Student Prince" (Ann BlytliF.dnumd Purdom). Apparently, Leo feels that operettas and musicals are well-suited to the medium. Those who saw the demonstration of CinemaScope, with the "Gentlemen Prefer Blondes" sequence featuring Marilyn Monroe doing "Diamonds Are a Girl's Best Friend", will be inclined to agree with this policy. Comedy, Musical, Drama, Melodrama, Costume films are the order of the Jubilee months. A notable exception is the absence of oaters. The recent flood of westerns from other companies is sufficient for the market, Metro seems to feel. Leo's roar that "We're Selling It With Pictures!" is backed with a huge publicityadvertising-exploitation campaign to the public in newspapers, on radio and TV, in national magazines, and through stunt^ aimed at titillating the moviegoers' interest. .All of Metro's 33 branch offices have been schooled in a program to aid exhibitors in selling the pictures. The insignia on the first page is a special button worn by theatre ushers and Metro exchange employees throughout the world to foster the event. Displays in the form of birthday cakes, banners, trailers, and a host of accessories are being set up to remind the public and thcatreirfen of the celebration. Accessories shipi)cd to exchanges for the Jubilee include giant valances, huge 8-foot -taiidccs and 40x60 cardboard displays for use in theatres as well, paper pennant streamers and one sheet posters, newspaper slu-s in mat form, special stills and even a INVITATION TO THE DANCE press book to publicize Leo's 30th birthday. Radio and 'FV activities are buzzing. "Impromptu" interviews, contests and spots are arranged. In a special note to exchangemen, exploitation director Emery Austin counsels: "You fellows are adept at getting radio-TV time for visiting firemen. Make a switch — if you don't have outsiders to plant on the air, plant yourself. Work out a 'script' for disk jockeys, news commentators, et al to ask you questions which will enable you to tell of the big pictures coming, the thousands of theatres joining in the jubilee. Figure out angles to please each broadcaster and fit into his or her formula. Prepare for the talks so they won't be too, too ad lib." Theatremen and branch managers, local movie editors, chamber of commerce officials, all made fine fodder for the interview" mill. The company also has a pair of editorials for planting in local papers that should hypo moviegoing generally, as well as offering congratulations to M-G-M on their anniverstary. Aletro's launching of its Jubilee year is truly to be welcomed by the industry. The gilt edge that has encircled the lion's emblem is sure to be recalled by both those who go to the movies and those who may have forgotten the great entertainment the theatres have to offer. The Jubilee, it is to be hoped, will again l>rove that M-G-M stands for "More Good Movies". ROSE MARIE FILM BULLETIN January 25, 1954 Pago 25 II