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12
Motion Picture Daily
Tuesday, November 24, 195jj
c o
N G R A T U L A T I
O N
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OQ
03
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I— •
to in
'ANATOMY OF LOVE" "HE WHO MUST DIE" "TOSCA" "AREN'T WE WONDERFUL"
COMING "HIS FIRST AFFAIR"
Congratulations
mm Jacobs
DOMINANT PICTURES CORP.
Exploiting
the Exploitation Picture
Ben Adler, right, president of Ben Adler Advertising, consults with Sheldon Gunsberg, vice-president of Continental Distributing, Inc., and Herbert J. Leder, left, director of "Pretty Boy Floyd" on the national campaign for "Pretty Boy Floyd," to be released before the end of the year. Adler created the campaign and will handle distribution of the accessories
by HERBERT J. LEDER
Writer arid Director of "Pretty Boy Floyd"
THE film-maker has two approaches to an audience. The most difficult one is to present a new film to an indifferent audience with an attempt to capture their imagination and interest. If this is done it
can result in a box-office success.
The other and easier approach is to create a film for an audience already predisposed toward a subject. This is termed an exploitation picture, where the moviemakers take advantage of a trend. While yesterday's trend was the horror film, today's is the gangster or crime story.
Under the name of Le-Sac Productions, Monroe Sachson and I decided to make an exploitation film on the current theme. Our subject was based on the one-time Public Enemy Number One, Pretty Boy Floyd. Our agreement called for Monroe to produce while I was to write and direct the screenplay.
An exploitation picture produced on a limited budget, is a challenge to everyone concerned in its making. The writer, for example, must concentrate on his characters rather than on spectacular sets and locations. Our central character Pretty Boy Floyd, who at
was
thirty years of age became a Public Enemy, he was treated not with sympathy but with a certain amount of understanding.
John Ericson was chosen to play
the title role which has proved to be an excellent choice. The supporting roles were filled with new performers who displayed fresh and exciting talent. An original and thrilling musical score was written and conducted by Bill Sanford and Del Serino.
Continental Distributing, Inc., responded enthusiastically to the finished product and will be releasing it shortly. Continental expects it to equal their current outstanding success "Room at the Top."
The next important step was to find a man to fill the function of creating a compelling advertising campaign. The post was given to Ben Adler, a veteran of thirty years in the motion picture business and the foremost merchandiser of independent pictures. We felt that Adler would give our picture the right treatment, because of his record of highly successful national campaigns. His artistic approach and "punchy" copy would give our film the "major look" and thus insure us big box-office returns which is every moviemakers' goal.
Our
Congratulations
BEN ADLER
for your National Campaigns
CALL GIRLS •
THE SINS OF
ROSE BERND •
CONFESS DR. CORDA THE LAST SENTENCE
PRESIDENT FILMS
1501 Broadway, New York 36, N. ^ LAckawana 4-3552
LATEST
Bardot
RELEASE
"Crazy for Love"
Now Available
ELLIS FILMS
1501 BROADWAY
New York 20. N. Y. LOngacre 3-5457