The Thief (United Artists) (1952)

Hails aNew Stars LIFE’S Great Send-Off Rockets Rita Gam To Stardom! Life’s Movie-Of-The Week 4-page layout on Rita Gam and “The Thief’ is a terrific boost for your playdate. We’ve made available for enlargement an 8 x 10 still of the Life breaks for use as a 40 x 60 lobby piece. See Page 2 for the kind of prerelease buildup that has made Rita Gam a star in her first film appearance and whom Louella Parsons says is — “the most exotic girl I’ve seen on the screen.” FOLLOW THRU THESE WAYS: Introduce Rita Like This! Use art still “TT-1” (shown below) for life-size lobby blow-up, adding the “LIFE” quote! Silent Glamour: Promote these newspaper contests. : bo age Mates src cid 1 — Find a local “‘Rita” whose likeness and measurements match star’s. 2 — Glamour-Without-Words Girl: Find a girl who projects personality through pho Bt : ees STILL ““TT—LOBBY 1” Order from National Screen Exchange tograph, a la Gam. In both contests hold finals on your stage, with awards from cooperating stores and radio interviews. La Gam’s measurements are: Height: 5’ 642”; Weight: 122; Bust 3512”; Waist: 24”; Hips: 35'2” (Eyes: Green—Hair: Dark Brown). AN ‘OSCAR’ FOR MILLAND? Set up a lobby board with a layout of Ray Milland stills from “The Thief,” and suggest that Milland is giving another Academy Award performance. Headline copy reads: “They’re Predicting Another ‘Oscar’ For Ray Milland for his greatest performance since winning the Academy Award in ‘The Lost Weekend.’ — See ‘THE THIEF’ — Coming Soon!” THE MAN WHO DOESN’T SPEAK! Sell the excitement of the first “talkless talkie” by having a man walk around town, dressed in felt hat, trench coat and carrying brief case labeled “Secret.” His lips are sealed with wide tape on which is lettered ““Not A Word Is Spoken!” Sign on back reads: See ““The Thief’? — First Talkless Talkie — Daring! Suspenseful! — Now at Bijou! Two attractive girls can sell angle with signs reading: Meet Rita Gam — LIFE Calls her “Silent and Sexy” — in “The Thief’? — Bijou! ART STILLS “TT—ART 1” “TT—ART 2” Order by number from National Screen Exchange Page Twelve MOVIE “FIRSTS” Set up a contest in newspaper or lobby of movie “firsts” to make your fans aware of this non-dialogue film — another movie “first!” List the following questions and offer guest tickets for most correct answers plus letters stating why they want to see “The Thief.” 1—What was the First full-length movie? 2—What was the First all-talking picture? 3—What was the First musical film? 4—What was the First movie in color? 5—Who was the First movie star? These Answers are generally accepted as First in each category: 1—"Queen_ Elizabeth’; 2—"Lights of New York”; 3—"‘Broadway Melody”; 4— “The Black Pirate’; 5—John Bunny. CLUES IN LOBBY Ad mat 306 dramatizes the clues — the telephone, the microfilm, the message and the books — which highlights this suspense thriller. Blow up the ad as a lobby display; for extra effect display the actual items. STRIVE FOR EDITORIAL Suggest an editorial to your editor based on the unusualness of this first “talkless talkie.” Newspapers already have commented in their editorial section about “The Thief.” The N.Y. Herald Tribune thought it was ‘refreshing’ and said it was about time that there was more action and less talk. The Trib also said “audiences may yet discover the pleasure of gently exercising the imagination and giving the four or five senses a bit of rest from time to time.” Planted before playdate your editorial blow up will make an effective lobby piece. MILLAND SPEAKS: His Voice Sells “The Thief” In A FREE Radio Spots & Interview Record Ray Milland, silent on the screen, gives voice to “The Thief” in a five-minute, open-end radio interview platter. This disc, available to you FREE, is timed so that answers are given by Milland to questions asked by live announcer. The other side contains 1-minute, 30-second and 15-second spot announcements, also narrated by Milland. Get this platter—while supply lasts—and offer it to disc jockey or radio commentator. Order from: Exploitation Dept.; United Artists Corp., 729 7th Ave., New York City. »