Life Begins at 17 (Columbia Pictures) (1958)

Teen-agers and their parents are the prime targets for exploiting Publicising the title via posters. radio plugs and tie-in stunts will perk the attention of the youngsters: promoting the picture’s theme of family life and young love can alert the in terest of the adults. USE TITLE The full picture title, with special emphasis on the number 17, is exploitable in a variety of ways. fatal. e Inquiring reporter, radio forum, etc.: “Do You Believe ‘Life Begins CES iain Store windows feature items for teen-agers whose “Life Begins e Guest tickets mailed to house numbers with 17 in them. e Surprise gift to every 17th patron in line opening day. e Promote birthday cake with 17 candles from local baker to be presented to lucky birthday girl. Exhibit in lobby and patrons get slices! e Stores offer 17 bargain items to celebrate “Life Begins at 17.” e Department store windows list and display 17 essentials for the well-dressed teen-age girl. e Boy and girl going steady at age 17 to receive special price tickets. DRIVE-IN’ e Car license plates with number 17 in them admitted free. e Girls celebrating 17th birthday during picture engagement invited as guests. e Concession items specially priced at 17c. e Road signs: “In 5 Miles, ‘Life Begins at 17°!” (Review) The happiness and pain of adolescence are dramatically depicted in Columbia Pictures’ new teen-age drama, “Life Begins at 17,” starring Mark Damon, Dorothy Johnson and Edward Byrnes at the Theatre. Damon, as a handsome young college student with money, supremely sure of his ability to obtain anything he wants, makes a play for beauty contest winner Dorothy Johnson, inviting her to be his fraternity’s candidate for Queen of the Prom in order to win a fraternity bet. She reluctantly turns him down on the advice of her boy friend, Edward Byrnes. But Damon worms his way into Dorothy’s household by paying court to her not-so-attractive younger sister, unaware they are gradually falling in love with each other. When time starts running out on him, Damon professes his love for Miss Johnson. The beauty queen brushes off Byrnes and sends her entire family into a tail-spin. Damon makes an attractive, if perplexed young teen-ager, who changes from would-be sophisticate to a boy deeply and genuinely in love. Miss Johnson, who was a beauty contest winner before embarking on a motion picture career, is admirably suited to her role as the flighty beauty. Byrnes is effective as the spurned boy friend and Luana Anders is fine as the younger sister. Richard Baer is credited with the screen play of “Life Begins at 17.” A Clover production, the teen-age drama was directed by Arthur Dreifuss and produced by Sam Katzman. Page 4 (General Advance) The lowdown on teen-age love, a subject that has been agitating the country for some time, is entertainingly presented in Columbia Pictures’ “Life Begins at 17,” at the Theatre on Starring an attractive young trio of stars, Mark Damon, Dorothy Johnson and Edward Byrnes, the Columbia drama is said to turn a searching light on the whys and wherefores of today’s “shook-up” kids. Damon plays a wealthy young college student who, in order to win a fraternity bet, makes a play for town beauty contest winner Dorothy Johnson. To be near her, he dates her younger sister, Luana Anders, shy, exceedingly talented and comparatively unattractive compared to her beauteous sister. Unaware of it themselves, they fall in love with each other. With time running out for him, Damon goes all-out for Miss Johnson and, in a secret rendezvous, professes love for her; she responds. The consequences are far-reaching. A rising idol of the teen-age set, Damon is said to give a sensitive performance as the boy who goes for the beauty queen, not realizing he’s in love with her “ugly duckling” sister. Miss Johnson is an ex-beauty queen who came close to becoming “Miss America” at Atlantic City, and she plays her role with attractive authority. Byrnes is equally fine as Dorothy’s neglected suitor. “Life Begins at 17,” a Clover production, was written for the screen by Richard Baer. Arthur Dreifuss directed for producer Sam Katzman. STILLS “Life Begins at 17.°° town via imprints on tissues, and display them in the lobby. Teen-age girls to offer kisses as a price for charity, from lobby booth. Candy kisses in manila envelopes with copy: “Try This Kiss for Taste and See ‘Life Begins at 17! etc.” BEAUTY CONTEST The scene stills pack a lot of teen-age appeal. Get ’em around town in spots frequented by the younger set, in schools, soda spas, libraries, record shops, etc. Mark Damon, Ports.: Still Nos. 47,49; romance (with Luana Anders), Still Nos. 32, 44, 52, 53; (with Dorothy Johnson), Still No. 33. Epwarp Byrnes, Ports.: Still Nos. 48, 51; romance (with Dorothy Johnson), Still Nos. 34, 43, 45, 54, 55; (with Luana Anders), Still No. 38. DorotHy Jounson, Ports.: Still Nos. 41, 42; full-length pose, Still Nos. 9, R-2, Exp. 7. General exploitation tie-ups: typewriters, Still No. Exp. 3; bicycling, Still No. 39; bus travel, Still No. 15; autos, Still Nos. 22, Exp. 5; flowers, Still Nos. Exp. 5, Exp. 7; radio, Still No. Exp. 1; television, Still No. Exp. 2; kitchen range, Still No. Exp. 9; luggage, Still No. Exp. 4; bathing suits, Still Nos. 9, 12, 13, Exp. 7. heart! Columbia Pictures’ “Life Begins at 17!” Today’s “shook-up” kids shaking loose! State Theatre, now! (Mat 1-A; Still No. 53) Mark Damon and Luana Anders portray "'shook-up" students in love in "Life Begins at (Cathy O'Neill) Cathy O’Neill, blonde 13-yearold who appeared with Martha Raye in the West Coast version of “Annie Get Your Gun,” as Annie’s little sister, makes her motion picture debut in Columbia Pictures’ “Life Begins at 17,” The film, which gives the lowdown on teen-age romance, stars Mark Damon, Dorothy Johnson and Edward Byrnes at | the Theatre. RADIO SPOT 15 SECONDS: Get the lowdown on teen-age love! See “Life Begins at 17!” Played to the thrill-beat of a young girl’s (Mark Damon) Mark Damon, who stars with Dorothy Johnson and Edward Byrnes in Columbia Pictures’ “Life Begins at 17,” at the pichoreteheteys Theatre, is well on his way to being the newest idol of the teen-agers. Black-haired, green-eyed Mark was born in Chicago where he attended grammar school until his family moved to Los Angeles. There, he tried out for the chorus of a musical; dramatics really got into his blood when he was given a single line to read. In his senior year, Damon played the romantic singing lead in the varsity show musical, and he began the serious study of dramatics and voice. In a production of “Pickup Girl” at the Players Ring Theatre in Hollywood, Mark’s impressive portrayal resulted in two immediate professional assignments: a teleplay and the important role of Pat O’Brien’s son in Columbia’s “Inside Detroit.” He was on his 17," Coulmbia Pictures’ teen-age | Way. , drama. Besides Damon, Dorothy “Life Begins at 17” was Johnson and Edward Byrnes are also| Scripted by Richard Baer. A starred in the Clover production. Clover production, the drama was directed by Arthur Dreifuss for producer Sam Katzman. (Luana Anders) Luana Anders, blonde, 18year-old graduate of Hamilton High School in Los Angeles, plays the second feminine lead in Columbia Pictures’ “Life Begins at 17,” story of teen-age love starring Mark Damon, Dorothy Johnson and Edward Bymnestatither-nencr Theatre. Miss Anders has been active in television and West Coast plays. the girls wear and merchandise prizes might be promoted from local stores. Use Still Nos. 12 and 13, and the pose event. TEEN-AGE LOVE The parents of a teen-age girl in “Life Begins at 17” are DISPLAYS 9’ x 12’ flag: single-faced, $45.00; double-faced, $75.00. Badge: 40c each. Valance: $1.50 per running foot, minimum order, 10 feet. Order from: National Flag Co., 43 West 21 St., New York 10, N. Y. In Canada, from: Theatre Poster Service, 227 Victoria St., Toronto, Ont. (Mat 2-A; Still No. 10) "Ugly duckling” sister Luana Anders, father Hugh Sanders and mother Ann Doran watch as Dorothy Johnson prepares for beauty contest finals in Columbia Pictures’ drama of teen-age romance “Life Begins at 17."' In addition to Miss Johnson, herself a former "Mis: Oregon,’ Mark Damon and Edward Byrnes are also starred. (Dorothy Dorothy Johnson, who has the feminine lead in Columbia Pictures’ “Life Begins at 17,” at the Theatre with Mark Damon and Edward Byrnes also starred, plays a beauty contest winner. The role called for no particular rehearsals; Dorothy really is a beauty queen. Before turning to a motion picture career, Miss Johnson was the former “Miss Oregon” and a runner-up in the 1955 “Miss|Sam Katzman. Johnson) America” Contest in Atlantic City.” A statuesque, hazel-eyed brunette, with 36-23-36 measurements, she has been seen in such pictures as “Bernardine,” “The Joker Is Wild” and “Summer Love.” “Life Begins at 17” was scripted by Richard Baer. A Clover production, the teen-age romantic drama was directed by Arthur Dreifuss for shocked to learn their daughter has a town-wide reputation as the best necker. Your disc jockey could stage an informal discussion between parents and teen-age daughters on the subject: “To Neck or Not to Neck,’ with plugs for the picture. Find the most kissable lips of the teen-age girls in A bathing beauty contest is an important part of the picture’s story and suggests a similar affair for local promotion, limiting entries to girls 17 years of age. Contestants meet in the finals on a TV program or the theatre stage. Bathing suits of star Dorothy Johnson in Still No. Exp. 7, to promote the 4. AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAD AAAAAAAAAAAAAAAAAAADAAAAAAAAAAAAAAAAAASAALAAAA AAAS AA (Edward Byrnes) One day Edward Byrnes was just another young actor looking for a break in Hollywood. The next, he had been handed one of the top featured roles in “Darby’s Rangers” and a long term contract. Now, in Columbia Pictures’ “Life Begins at IY Byrnes is starred at the ...... Theatre with Mark Damon and Dorothy Johnson. It started when a test made by Byrnes for a role in the television series, “Cheyenne,” was brought to the attention of director William Wellman, who decided Byrnes was just the man he needed for “Darby’s Rangers.” A native New Yorker, Byrnes came to Hollywood in the Spring of 1956, after starting his career as a television actor and appearing in several off-Broadway plays. Since arriving in California, Edward has appeared in many television shows. He had a small part in “Fear Strikes Out,” and also appeared in “Girl’s Reform School” and in “Johnny Trouble.” His lone stage appearance in Hollywood was at the Player’s Ring Theatre production of “Tea and Sympathy.” (Opening Notice) Columbia Pictures’ “Life Be gins at 17,” starring Mark Damon, Dorothy Johnson and Ed ward Byrnes, opens ........ at thes-ner ny Theatre. A Clover production, the film’s screen play was written by Richard Baer. Arthur Dreifuss directed producer}/and Sam Katzman produced “Life Begins at 17.” Printed in U.S.A.