The Joe Louis Story (United Artists) (1953)

EXPLOITATION SPORTS PAGE COLUMN Here’s an excellent “guest column” by the producer of “The Joe Louis Story” for local sports page. Individual items may be planted separately if necessary. Column can EVERLAST Gives also be enlarged direct from here for lobby or Everlast window display. THE JOE LOUIS STORY - By STIRLING SILLIPHANT - A Powerful 6-Way Pro 1 ' I LOCAL FIGHTER DEMONSTRATES BOXING ART ON STAGE OR TV! The producer of “The Joe Louis Story/' due . at the . Theatre, is our guest columnist today with the true story behind that famous poker face. It is a little remembered fact that when the Brown Bomber KO’d Jimmy Braddock at Comiskey Park in Chicago on June 22, 1937, to become the world’s heavyweight champ, he took the fight game out of the doldrums and brought back the million dollar gate. The lull le4t by Tunney’ retirement after defeating Jack Dempsey, didn’t really end until the sports world was startled out of its com¬ placency by this kid from Detroit who disposed of his opponents within a few rounds. “The Joe Louis Story” covers two decades of Louis’ life, picking him up in Detroit in his late teens in 1932 and taking him through his fabulous career which was ended by Rocky Marciano at Madison Square Garden on October 26, 1951. * * * * Jack “Chappie” Blackburn was more than just a manager to Joe. He was his friend, tutor, guide, and philosopher. It was “Chappie” who told him not to take his ring victories for granted. When you heard Joe interviewed after a victory, and he said, “We were lucky” — that was “Chappie” talking. The champ never really got over the loss of his trainer when Blackburn passed away in Chicago. * * * * There are many legends connected with Joe that are untrue. One is his supposed carelessness with money. It is true that most of the money he earned as a fighter is gone, but he has some investments today that assure him of at least a $75,000 a year income — and he’s not squandering it! * * * * The worst beating Louis ever received was at the hands of Max Schmeling, who knocked him out in 12 rounds. That was bad enough — but what really bothered Joe was that it came at a time when Hitler was crowing about Aryan supremacy and used Schmeling’s victory as an example. In a return match, he unleashed his pent-up fury and knocked out the “Superman” in two minutes of the first round. * * * * During his first divorce procedings with Marva, he suddenly stormed across the room to where she was sitting with her lawyer, picked her up and carried her out of the room. “Where’re you going?” shouted the attorney. “Home,” Joe answered. Have a popular local pugilist or sports instructor select a few boys under 14 years for special instructions in the art of boxing. Stage this in theatre lobby or on stage; or arrange for demonstration on daytime TV show. After demonstration present participating youngsters with free gloves and other gifts. (See No. 5 on opposite page.) Extra! Free Script for Demonstrator! To assist fighter-instructor, a specially prepared script with outline for demon¬ stration is available FREE from: Special Events Dept., United Artists Corp., 729 7th Ave., New York, N.Y. EVERLAST DEALERS OFFER TOP WINDOW DISPLAY LOCATIONS A JOE LOUIS STORY window display is a must for every Everlast dealer. These can be set up with either 1 -sheet, 6-sheet, window card or other regular acces¬ sories as background. Balance of display should in¬ clude professional ring equipment, including gloves, trunks, headgear, shoes, etc., plus photos and news clippings of Joe Louis’ most famous fights. A key ele¬ ment should be the special 11 x 17 poster (see right) which Everlast is making available FREE. For supply of posters and professional equipment which will be loaned by Everlast for this purpose, write to: “The Joe Louis Story," Everlast Sporting Goods Co., 26 East 14th Street, New York, N. Y. In 1941, Louis made eight separate title defenses, an all-time record in the heavyweight division. In his entire ring career, Louis never ducked an opponent—he gave everyone a shot at his crown, which is something that cannot be said for many another heavy¬ weight “great.” Morsl of them used to like to select their opponents. Louis is a man with a deep sense of religion. Addressing a group in Madison Square Garden during the war, he gave the best reason of all why he figured we’d win it—“We’ll win, ‘cause we’re on God’s side.” Before a line of the script was written, I and Joe and screen¬ writer Robert Sylvester were closeted for more than a month. We went through a mountain of newspaper clippings and thousands of feet of fihn. We visited Joe’s friends and family, his ex-wife Marva and his business associate — to be sure that “The Joe Louis Story” would be authentic throughout. * * * * Chief technical advisor on “The Joe Louis Story,” was the man who knows the most about the public and private life of the great former champion — Joe Louis himself. In addition to helping keep the facts about his own life straight, Joe also tutored young Coley Wallace, who plays the title role, in the fine points of the Louis ring style. Sports fans will see the famous Brown Bomber’s ring career in anthology form in the film biography of the great ex-champ. Authentic film records of Joe’s greatest fights—including those against Max Baer, Primo Camera, Max Schmeling, Jimmie Brad- dock, Billy Conn and many others — are spliced into the footage of the film. # * # * For his role as Jack “Chappie” Blackburn, James Edwards had to shave his entire head daily throughout production of the film biography of the famous Brown Bomber. Ringsiders seeing the picture will be hard put to realize, so strong is Edwards’ resemblance to Blackburn, that they are not seeing the great trainer himself. * « « * Ruby Goldstein, one of the best-known referees in the fight game today, plays himself in “The Joe Louis Story.” Goldstein, a former top-notch fighter himself, refereed many of Louis’ most thrilling fights. Ruby claims it was like “traveling back in time” to tell Coley Wallace, who portrays Louis in the film, to “break” in the cinches. * * * * The only non-professional actor in the cast of “The Joe Louis Story” is Coley Wallace who plays the title role. He’s 24 years old and is ranked No. 7 in the heavyweight division. He bears an amazing resemblance to the former champion. This is a blueprint of the special display which will be seen by millions in Ever¬ last dealer windows everywhere. Since the display can appear in but one store in any city, requests for the display, while available, should be rushed to: United Artists Corp. Special Events Dept., 729 Seventh Avenue, New York 19, N.Y. JOE LOUIS’ WINNING GLOVES ON NATIONWIDE TOUR! The custom-built gloves which Joe Louis wore for each of five of his most famous victories are be¬ ing sent on national tour of leading Everlast deal¬ er windows. This is part of the nationwide build¬ up the picture is receiv¬ ing. FOLLOW THRU THESE WAYS: Taking advantage of the special-price offer (see No. 5, right), award gloves for best letter telling “Why I Want to see The Joe Louis Story;” at lucky num¬ ber drawings on Saturday matinee; as special award to “Best Boy Scout,” “Best School Athlete,” etc.; as prizes for best “reviews” written by students under 14 years of “The Joe Louis Story.” Your Everlast dealer will cooperate with you in all these activities. Page Ten