Independent Exhibitors Film Bulletin (1957)

20th Gives Pat Boone's New One the Happy Sell Twentieth Century-Fox, an old hand at young love amidst beautiful blue grass surroundings has a prospective hit for the Thanksgiving Holiday season. "April Love" is that kind of a youthful movie, complete with horses, carnival county fair atmosphere and the clean, homespun wholesome family flavor (that exhibitors have been clamoring for). "April Love" has all that, plus a big extra for the youth group, an extra that, exploitation-wise, tops all of the assets — young Pat Boone, number one recording singer and high-flying television star whose following is growing by leaps and bounds. The popular young singer demonstrated his marquee pull with his first picture "Bernardine", which racked up surprising returns, both in urban and hinterland houses, largely on the strength of his name and the title song. For those who are looking for an antidote to the juvenile delinquency films, as well as the rock n' rollers and their association with Young America as a whole, "April Love" is the ticket. The David Weisbart CinemaScope DeLuxe Color production shines with that clean-scrubbed look that made a hit with the family trade in such previous 20th successes as "Scudda Hoo, Scudda Hay", "Home in Indiana" and "Count}' Fair". There is the refreshing interplay of young love, the excitement of harness racing, the superb background of the Kentucky horse country, the happy hullabaloo of the county fair, all integral aspects of those earlier films. Everything is in key with this atmosphere. Abetting the Boone wholesomeness is a castful of the same — Shirley Jones, blossoming afresh after her hits in "Oklahoma" and "Carousel"; the upcoming Dolores Michaels, whose two previous film appearances in "Wayward Bus" and the current "Time Limit" portend a bright starring future for the shapely blonde; Arthur O'Connell, whose performances in "Picnic" (garnering an Oscar nomination) and "Bus Stop" have made him one of the most sought-after character actors in Hollywood. Also in tune with sprightly proceedings are the quintet of songs delivered by Boone, including the title tune (already sweeping up the Hit Parade ladder on the wave of its pre-release by Dot Records to bally the film), "Clover in the Meadow", "Do It Yourself", "Give Me a Gentle Girl" and "Bentonville Fair". The full album from the movie sound track is getting a big play by the Dot people, whose distributors are ready to work hand in hand with exhibitors on the local level. PLUGGING VIA TV, RADIO Among the most potent of the exploitation extras is the solid 8-week publicity impact on the star's Chevy Showroom show Thursdays over the ABC-TV network. All during October and November, Pat will be plugging one or two songs from the film, with co-star Shirley Jones helping out during three of the programs. At the same time disc jockeys are being bombarded by Dot distributors and 20th field men for added plays and plugs to coordinate with playdates. There are two TV trailers sampling Pat's singing of love songs to Shirley, six radio spots, and an extra special twosided Boone interview disc, featuring a full interview on one side, and the other with the "foreign" interviewer wiped off to permit the local d.j. to do the questioning. All the radio and TV accessories are the showman's for the asking. The 20th Century box-officers under vice president Charles 4 00 Finfeld have made ing aids for the sh which featured the mailable a Boone-ful series of other sellvman. The six-foot standee of the star Bernardine" showings is again available from National Screen (if you saved it, you're that much ahead) as well as a regular "April Love" standee spelling out the film's attractions in full color and cutout. I Page 26 Film BULLETIN November II, 1957