Motion Picture Herald (May-Jun 1943)

56 MOTION PICTURE HERALD May 15, 1943 Selling Points ON THE NEW PRODUCT [The material below reflects press books now in preparation and represents the point of view of the distributors' exploiteers about the selling points and special merit of these pictures.] B ATA AN (Metro-Goldwyn-Mayer): This picture representing an era of military history that will be enshrined forever in the hearts of all Americans will best be sold as an out and out war picture. For instance, there are photos depicting the various American soldiers in the film in action poses, which might well be blown up and used in the front. If they are used inside far enough in advance, the names of the five principals might be left off and the public could be asked to correctly identify the men with a prize for those doing so correctly. Later on, this same idea could be used as a contest in the newspapers, in a throwaway or program. "Bataan Fighting Words" is the title of a contest in which each of the characters is depicted opposite a Jap at whom he is to hurl words of defiance suggested by newspaper readers. Tickets can be awarded for the toughest printable fighting words. Another suggestion is to ask for fighting words beginning with the each of the four letters used in the word, "Bataan." The slogan, "Remember Bataan" could be stencilled on sidewalks, on bumper strips on taxis, used as a reverse cut for a teaser ad, in newspapers affixed to theatre mail, store packages and auto windshields and as a big headline on post cards. An essay contest on historic last stands of this war would be appropriate with the contestants giving their reasons for believing that each is the most gallant — Dunkerque, Wake Island, Stalingrad, Malta, Corregidor, Guadalcanal and Bataan could be included. A full page cooperative ad plugging the sale of War Bonds could be promoted with "Remember Bataan" as its head. To interest the woman in "Bataan," a contest using illustrations from the picture with prizes for the best answer to "What I Am Doing to Help Our Soldiers Win the War," would be appropriate. Relatives of any men in the community who fought on Bataan might be specially honored on this occasion. General MacArthur's pledge to return to Bataan to rescue the men made prisoner there, recently reiterated on the April 9th anniversary of the fall of Bataan might be used in connection with the exploitation of the picture. THIS LAND OF MINE (RKO Radio): For extra attention, a hand printing press might be set up in the lobby on which an operator prints an "underground newspaper" while patrons wait for its distribution. The paper would contain copy on the picture. As an added touch, the "printer" could be masked, with copy card explaining that, just like a real underground newspaper, all identities must be kept secret. Since Laughton makes a powerful climactic speech at the end of the picture, it is suggested that the public speaking classes in the schools stage a contest, with guest tickets as prizes. The winners could be presented at luncheon clubs, Rotary, Kiwanis, etc., as entertainment sponsored by the theatre. The title lends itself for a slogan contest; in this connection the newspapers or high school publications might be interested, with tickets offered to those submitting the best slogans ending with the title. For the opening, a "Freedom Day" could be held, with foreign groups participating in their national dress. Here, too, Laughton's speech might be read by one of the group on the steps of the City Hall. Activities could include locating the oldest citizen born in the community and still living there, to be a guest of honor at the picture. Old-time photographs of the community could be published in the papers. notice of TRADE SHOWINGS 2o* CENTURY-FOX , FOR THE BENEFIT OF EXHIBITORS GENERALLY FRIDAY, MAY 21stJitterbugs 10:30 A.M. Ox-Bow Incident 2:30 P.M. ALBANY, 1052 Broadway ATLANTA, 197 Walton St., N. W. BOSTON, 105 Broadway BUFFALO, 290 Franklin Street CHARLOTTE, 308 South Church Street CHICAGO, 1260 South Wabash Avenue CINCINNATI, 1638 Central Parkway CLEVELAND, 2219 Payne Avenue DALLAS, 1801 Wood Street DENVER, 2101 Champa Street DES MOINES, 1300 High Street (20th Century-Fox Projection Room, unless otherwise specified) DETROIT, 2211 Cass Avenue INDIANAPOLIS, 326 North Illinois Street KANSAS CITY, 1720 Wyandotte Street LOS ANGELES, 2019 South Vermont Ave. MEMPHIS, 151 Vance Avenue MILWAUKEE, 1016 North 8th Street MINNEAPOLIS, 1015 Currie Avenue, N. NEW HAVEN, 40 Whiting Street NEW ORLEANS, 200 South Liberty Street NEW YORK CITY, 345 West 44th Street OKLAHOMA CITY, 10 North Lee Avenue OMAHA, 1502 Davenport Street PHILADELPHIA, 302 North 13th Street PITTSBURGH, 1715 Boulevard of Allies PORTLAND, Star Film Exchange 925 N.W.19thSt. ST. LOUIS, Srenco Screening Room 3143 Olive St. SALT LAKE CITY, 216 East 1st South Street SAN FRANCISCO, 245 Hyde Street SEATTLE, 2421 Second Avenue WASHINGTON, 932 N. J. Ave., N. W. OX-BOW INCIDENT PREVIOUSLY TRADESHOWN IN NEW YORK, ST. LOUIS, DENVER, KANSAS CITY