Independent Exhibitors Film Bulletin (1956)

EXPLOITATION PICTURE Sell the Suspense in f23 Paces!' One of the most unique story ideas in a long line of murder mysteries centering on amateur sleuths shoves "23 Paces to Baker Street" squarely above its edge-of-seat fellows. The unusual twist of a blind man who outmaneuvers and overpowers a clever murder ring adds a tingling fillip to the suspense that will guarantee a strong word-of-mouth. The important thing is to get them in first so they can talk and to this end, 20th Century-Fox' boxofficers have devised a provocative campaign, complete with offbeat and intriguing ads in striking tune with the plot and taut entertainment values. THE ADS The newspaper ad shown on the opposite page is a real eye-catcher. It serves two vital purposes. First, the jigsaw art and terse clues pique the interest with suggestions of violence and mystery. Secondly, it adds an important factor to anyone who has ever been captivated by a Sherlock Holmes story with its use of the rarely capitalized catchline word — "Deduction". Note how the emphasis is equally on "Suspense" and "Deduction" in the top headline. This theme is followed throughout the series of display ads with its jigsaw art spotlighting the tense face, the hand-over-mouth of the terrified girl, and the telegraph-like strips of type. Don't overlook this key word to lure the millions who love a mystery. Play up the line, "A Masterpiece of Suspense and Deduction!" TITLE STUNTS The title, while cryptic, carries an aura of mystery and a touch of the Sir Arthur Conan Doyle spirit in the "Baker Street" portion. The numerals gives rise to some good stunts detailed in the pressbook. A contest tied in with newspapers and radio works on movie titles starting with an actual numeral, not one spelled out, with the contestants submitting the longest list of such titles awarded prizes. ^A^hile this may not sound too difficult, the record shows that only 50 of the more than 25,000 registered titles actually begin with a numeral. An interesting newspaper announcement is suggested in the campaign manual. Prizes can be promoted in return for credit in the newspaper and on your lobby A-board announcing the contest. Another promotion tieing in with the title numerals has an announcement (in lobby or newspaper ad) offering a free bag of popcorn to every car owner with a 23 in his license plate. Ticket-taker gives the driver a coupon for the free popcorn redeemable at tne refreshment stand. Which will probably increase the soft drink sales and may actually turn out to be an extra revenue-producer where used. This stunt is good for both the drive-in and the standard theatre. CECIL PARKER COLOR by DC LUXE CinemaScoPc .HEflRYEPMtON^ HBffinuOlttWAV K16EL BA LOBBY STANDEE An arresting lobby standee, available from National Screen Service, is in full color, stands five feet tall, catches the important elements of the picture — the tense, dramatic face of the star, the bodiless hand stifling the girl's scream, the lone figure in the fog. Shot of Van Johnson with mike suggests hidden speaker with a voice repeating, "The Killer is coming to get me!" DON'T TELL END The exciting climax and surprise end is a| natural for the "Don't Tell the Ending" approach. It might be well to ask local re-l viewers to cooperate in keeping the climax a secret, and to prepare a slide to follow thei feature with the words: "Don't spoil yourl friends' pleasure. Please keep the surprise ending a secret." This factor also lends it1 self to the "No One Will Be Seated" curiosity provoker, with the last 20 minutes as the non-seating time. This can be announced in your heralds, ad, lobby board and for telephone inquiries as to "What's playing?" and starting times. Merchants in the area of your theatre can be worked into a good co-op ad stunt with the headline: "23 Paces from the Theatre You Can Satisfy Your Shopping Needs at These Quality Stores." The added pedestrian traffic when you do good business should be a good incentive for merchants to support the promotion. An extra gimmick would have them offer special discounts to customers presenting ticket stubs from the show. Courtesy Discount Cards can be printed up, with the names of cooperating merchants on the back, for each ticket-buyer. The co-op might also be worked on the back page of large Cato herald, thus defraying the cost of buying and distributing the heralds. Tape recorder dealers, including music and department stores, are good outlets for displays and co-op ads via the important factor of the tape recorder in the plot. A good display line, tied in with a still of Johnson using his recorder in the tense scene: "His Only Weapon a Tape Recorder Against the Killer Who Baffled Scotland Yard." 23 PACES TO BAKER STREET A unique story idea powered the Philip MacDonald novel, "23 Paces to Baker Street", into a best seller. The twist of a blind man who outwits a murder ring captured the fancy of producer Henry Ephron, himself a screen writer of note, and the happy result is a suspense-laden murder mystery in CinemaScope and DeLuxe color, with Van Johnson in the key role of the blind hero. Under Henry Hathaway's direction, the story centers around a sightless writer who overhears an apparent kidnap plot in a London pub. Stymied in his efforts to nip the crime when the police laugh off his suspicions, he personally works to track down clues which will lead him to the criminals, enlisting the aid of his former fiancee, Vera Miles, and his butler, Cecil Parker. Following a murder and his own near demise Johnson and the murderer are pitted against each other in the darkness of his home. The blind man's superiority in his own element leads to the killer's death. In the two scenes shown, the blind writer (Van Johnson) works his tape recorder by remote control in an agony of tension as he draws the murderer into a tr< lower, tense faces are reflected against the London street background as they -o upon the first corroboration of the writer's suspicions — a murdered girl. Sho also is one of the unusual and striking ads. Page 38 Film BULLETIN May 28. l?56