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EXPLOITATION PICTURE
of the issue
Comedy, Mansfield Prime Factf
Li ■■■■■■■■■■■■■■■■■■■■■■■■
START WITH THE TEASERS
No matter which ad campaign you choose for "The Sheriff of Fractured Jaw," use the clever cartoon teasers shown below and on the cover of this campaign book to start things rolling. Also spot them off the movie pages, on sport pages, on book pages, on comic pages. Or, use the set on a R.O.P. basis, for greater audience penetration.
V don't yyinid sticking my neck out about
THE
SHERIFF OF FRACTURED JAW
/twill positively fracture, you!"
-■ Cfou can quote. me.
THE
«3t
SHERIFF OF
FRACTURED JAW
V^j is dog-go*.
' Why be mule-headed,
I'll have to admit
THE
SHERIFF OF FRACTURED JAW
had me hee-haw/ng all the way home.!"
«...,., tn COLOR by —
In "The Sheriff of Fractured Jaw" 20th Century-Fox had itself a light-hearted Western spoof about a stuffy British sheriff and big-hearted blonde with figure to match. So what better way to sell it than with a two-pronged campaign — slapstick and sex.
And that is precisely what the 20th-Fox showmen, under promotion chief, v. p. Charles Einfeld, did. Mounting their major offensive on a double-barreled advertising push, they developed two entirely different sets of ads aimed at enticing all elements.
For the theatreman catering to patrons in search of a side-splitter, 20th turned out some engagingly funny — and rather catchy — art, patterned in the mold of the small caricature and supplemented by some pleasant, light-headed copy. "Take
it from the squirrels who ought to know.l 'The Sheriff of Fractured Jaw' is the nuts!" exemplifies the type of jollity poured into the ads in large doses. Then, for movie fans who swoon over a swell figure, all they had to do was turn that robust Jayne Mansfield anatomy loose for an eye feast. Painted fetchingly in 1 scanty costume, the busty Miss Mansfield, playing a busty saloon-keeper, pretty much did all the selling, herself.
The comedy and sex aspects, however, were not completely toned down in their opposite-number ads. Miss Mansfield's imposing outline is there in the funny ads, but she plays second fiddle to humorous drawings. By the same token, Kenneth More, the hilarious Britisher who learns how to handle a Western town with the help of Jayne, is decidedly in the back
Wait till you meet
THE SHERIFF OF FRACTURED JAW
Teaser ads, at left, effectively use cartoon animals uttering cute captions. The pressbook suggests they be spotted on off-amusement pages for best results. At right are examples of both sexy and comic ads 20th Fox cooked up for film. Jayne Mansfield's figure predominates in romantic ads, while cartoons are employed with testimonial copy in others.
..HENRY HULLBRUCE CABOTRONALD SQUIRE DANIEL M. ANGEL' RAOUL WALSH ■ ARTHUR DALES
■ ..
Page 18 Film BULLETIN January 5, 1959