Showmen's Trade Review (Apr-Jun 1939)

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Page 34 SHOWMEN'S TRADE REVIEW May 6, 1939 THE Cecil Ceci giant world premiere of il B. DeMille's "Union Pacific" at Omaha, Nebr,, is now history — but history, incidentally, which will be long remembered by the more than 250,000 folk who gathered there for the three-day "Golden Spike Festival." Certainly it was one of the most elaborate celebrations ever held anywhere, what with townsfolk, Union Pacific officials, Mr. DeMille and other Hollywood celebrities contributing to the festivities. And certainly it would be difficult to conceive of any other film deserving such a premiere. For, as we listen to the comments of '^Chick" Lewis who saw "Union Pacific", as we read the high praise bestowed on it by the trade press, we come to the realization that here indeed is a motion picture destined to be recorded as a fullfledged epic. Yes, many pictures have been termed epic, some of them rightfully so, others not. But it remained for DeMille to lend credence to the term, to make it actually mean something. Therefore, on the entertainment score, you have nothing to worry about if you have "Union Pacific" dated. You have a gigantic film that's sure to thrill and entertain every man, woman and child who has the good fortune to see it. The only thing you need worry about is your obligation as a showman to give it an extensive advertising and exploitation campaign. You can't date it, and forget it. "Union Pacific" is too big for that. You've got to gather your entire stafif, and map out a program of merchandising that will exceed any campaign you have attempted heretofore. Thank's to the genius of Paramount's advertising and publicity department, the way has been paved for you. Ever since the film went into production, and during the times when screening of "rushes" indicated a top-ranking motion picture, the advertising and publicity forces have been working at full speed to effect national tieups, to arrange the memorable Omaha world premiere, to provide you with a wealth of selling ideas to help you get all the business it's possible to get on "Union Pacific." If paving the way means anything, Paramount B. DeMilles Mightiest American Epic Was Made For America's Livewire Showmen ( REG. U. S. PAT. OFF.l has surely paved your way with gold if you are enough of a showman to take advantage of its suggestions. The success of the Omaha premiere is your assurance that you can stage a similar celebration in your own community. It matters not whether the Union Pacific runs through your town. Chances are that you are served by railroads and that they have contributed in no small measure to the growth and development of the community. Therefore the celebration should be in honor of the railroads. Get the Mayor to issue a proclamation. Businessmen should be drafted to see that store fronts are deco What an impressive, ilash marquee piece this fine illustration would make. With the aid of stills for blowing up your artist can fashion such a display. "Smoke" could come from the chimney, and a real spotlight could serve as the headlight. rated for the occasion, that all windows contain cards or other advertising matter calling attention to it. As far as decorations are concerned, the kind used would depend on the year the railroad was introduced in your town. If you can get one of the oldfashioned engines, along with old wooden cars, dress them up and repeat the trip made by the train years ago. High officials of the city and of the railroad, plus newspapermen and radio announcers, if facilities permit, could occupj' the cars on their run into your town. A band could be on hand at the station to welcome it, and the Mayor or perhaps an official of the State could deliver a few remarks from the rear platform. At this point a parade could be formed to make a tour through the town and end in front of your theatre. You'll want to get all the autos, wagons, buggies, costumes, etc., in the parade that are representative of the days when the train made its first run. Cameramen should be on hand at the theatre to photograph the guests of honor and other celebrities just before they enter to attend your local premiere of "Union Pacific." Following the showing, a gay street dance or masquerade ball at one of the town's largest dance halls could be staged. Here Are Your Cast and Credits Mollie Monohan BARBARA STANWYCK Jeff Butler JOEL M'CREA Fiesta Akim Tamiroff Dick Allen Robert Preston Leach Overmile Lynne Overman Sid Campeau Brian Donlevy a)id thousands of others A PARAMOUNT PICTURE. Produced and directed by CECIL B. DeMILLE. Associate Producer, WILLIAM H. PINE. Screenplay by WALTER DeLEON, C. GARDNER SULLIVAN and JESSE LASKY, JR. Based on an Adaptation bv JACK CUNNINGHAM of a Story by ERNEST HAYCOX. Musical Score by GEORGE ANTHEIL.