Anthony Adverse (Warner Bros.) (1936)

EXPLOITATION “\ NN ice GENERAL PROMOTION IDEAS | HERVEY ALLEN PRAISES PICTURE Shown below is reproduction of letter Author Hervey Allen sent to Jack Warner. We don’t need to tell you that when an author of the biggest and biggest-selling novel of modern times goes overboard on filmization of his brain-child . . . it is something. If you want to exploit this angle (and we think you do) here is the way to handle it. Mr. Jack Warner, Warner Bros. Pictures, Inc., West Coast Studios, Burbank, California. Dear Mr. Warner; This is to thank you most heartily for your more than warm reply to the wire sent you from Farrar & Rinehart after the private pre-view of “Anthony Adverse" in New York. I was away from "Bonfield" when your letter arrived or you should have heard from me more promptly. The first view of the film was, for all of us who have seen “Anthony Adverse" through so many’ stages, and for me in particular, a peculiarly moving occasion. I want to thank you for the opportunity of the pre-view. It is quite impossible for me to express adequately my delight and relief at finding that the novel has been given such a magnificegt screen version. No one knows better than I the tremendous task that confronted you and the far more than ordinary difficulties which you have triumphantly sur mounted in transferring "Anthony Adverse" from page to film. I can not at this time, as I hope to later, congratulate and thank all those whose hard work, understanding, and cooperation brought about the present splendid result. I must, however, remark even in brief upon Mr. Sheridan Gibney's able and ingenious handling of the script story, and above all, of course, upon Mr. Mervyn LeRoy's sensitive and imaginative direction of the whole picture, so that not only the narrative but the spirit and atmosphere in which the story best lives is so remarkably conveyed. The greatest possible compliment I can pay to all of the actors in the cast is that they have sustained Mr. LeRoy's direction in particular and in general. The young Anthony is superb. You have in him the best boy actor I have ever seen. The transition from the young anthony to Mr. March's powerful rendering of the adult part is a sheer piece of stage magic. Maria, Angela, Faith, and Neleta, to me at least, seemed to walk out of the pages of the book. I could devote a page here to each, and then not fully express myself. It is difficult to pick any scene from the film as being “better" than others where all were s0 vivid. Personally, I felt that the scenes in the Casa da Bonnyfeather and in particular the mob scene at the winning of the lottery were surpassingly done. The last is one of the greatest scenes I have ever seen on the stage anywhere. In general, Mr. Warner, please pemit me to thank you and your splendid organization for what is a magnificent rendering of one of the most difficult books to project into a film version that the moving picture industry has ever had to cope with. I agree with you that the movie audiences throughout the world will remember this as a distinguished and moving spectacle. Faithfully yours, Thea Hervey Allen LETTER AS LOBBY DISPLAY Simply take letter as it appears here and blow it up so that you can spot in lobby. Placed in prominent spot, folks can’t help but see how much Allen thinks of film. BOOK EDITOR CO-OPERATES Perhaps book ed of local newspaper might deem it worthy of reproduction on his page or in column if you show it to him. If he wants to go even further he could give space to stills from picture and information on book’s best-seller record. LITERATI SHOULD BE INTERESTED Of course, you'll want to send this letter to presidents of women’s and literary clubs, with note asking ‘em to read it at next meeting. DISTRIBUTING AS HERALDS It shouldn't cost much to make blow-ups of letter and pass ‘em out as heralds, or else, place on stand with sign reading: TAKE ONE. SEND TO MAILING LIST It might be a good idea to post this letter to folks on regular mailing list instead of the usual program announcement. BIG LIBERTY MAGAZINE AID In a big special tie-up, the men behind Liberty Magazine have agreed to allow their boy distributing organization to distribute your Anthony Adverse door-knob hangers FREE. It’s needless to explain the advantages of this stunt—here are the details: Just write a note to H. B. Clemenko, 1926 Broadway, New York City, telling him when you're showing film and how many doorknob hangers you're using. He’ll contact local distributor, who'll drop over to see you. When distributor calls, just hand him the hangers and leave the rest to him. Hangers are available from Economy Novelty Co., 225 W. 39th St., N. Y. C. See page 61. And here’s the surprise: All YOU have to do is to give a pass to each of the kids that distributor sends out with your plug! It’s so simple that we advise you to write that letter to Mr. Clemenko right away, so that you get the full benefit of this tie-up. LITERARY LIGHT SPEAKS You might see if well-known literary figure in town would be willing to speak to your audience, possibly comparing book and film. UNITED FEATURES TO OFFER SERIAL The newspaper serialization rights on this film are owned by United Feature Syndicate, and are being offered to papers all over the country. Think local paper might be interested? FAN AD AS BLOW-UP Fan ad which introduces “ANTHONY ADVERSE” to over 10,000,000 movie fans via 8 national magazines js available to you as a 2-color 40 x 60 blow-up for lobby display purposes. The magazines are: Film Fun, Screen Romances, Modern Screen, Movie Mirror, Picture Play, Motion Picture, Movie Classic and Screen Guide. Price—50c. AT YOUR EXCHANGE vat Page Twenty-three a ee ee eee