Showmen's Trade Review (Apr-Jun 1939)

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6 T H A N N I \' !•: U S A U \ ISSUE Page 15 Greyhound Bus Ballyhoos "World" in Detroit In conjunction zvitli the engagement of MGM's "It's a Wonderful World" at the United Artists Theatre, Detroit, Frank Perry, manager, assisted by MGM Exploiteer Warren Slee, promoted a Diesel-driven, airconditioned Greyhound bus for use as ballyhoo throughout the metropolitan district. The bus stopped at busy interse ctions to permit the public to inspect it. has the usual "Big House" break. Although part of its dramatic buildup is lost with some incredible situations, it still has enough excitement to prove satisfactory on a bill with a light companion feature. Walter Pidgeon and Rita Johnson ably portray the leading characters, while standouts in the supporting cast are Paul Kelly, Nat Pendleton and Harold Huber. Producer Lucien Hubbard has provided the picture with effective backgrounds and settings and George B. Seitz has directed it with plenty of gusto. A man carrying a rifle and dressed as a guard might pace the sidewalk in front of the theatre, to advertise the attraction. Have heralds distributed through business section by a barker costumed in striped convict garb with the title of the attraction plainly lettered on both front and back of his costume. The cashier's window might feature bars through which tickets are sold. Catchline: "He became a victim of his own ambitions." (ADULT) The Sun Never Sets (Hollyz^'ood Previeiv) Univ. Drama 96 mins. Powerful Story of Dauntless Courage On African Gold Coast Should Make Money (National Release Date, .tunc 9) Cast: Douglas Fairbanks, Jr., Basil Rathbone, Virginia Field, Lionel Atwill, Barbara O'Neill, C. Aubre.y Smith, ■\Ielville Cooper, Mary Forbes, others. Screenplay by W. P. Lipscomb. Original storjr by Jerry Horwin and Arthur Fitz-Richards. Produced and directed by Rowland V. Lee. Plot: Although he rebels at the idea, Fairbanks, Jr., follows the family tradition and joins the service. He is sen1; to the African Gold Coast, where his brother, Rathbone, is district commissioner. Pretending to accept Atwill's undercover offer to help him plunge all Europe into war, he averts trouble just in time by having Atwill and his lienchmen destroA'ed. SUMMARY: Demonstrating again the English family tradition of service for the Crown, this powerful story of dauntless courage on the African Gold Coast should be O.K. for top billing and good grosses. It is suspenseful, dramatic entertainment with plenty of human interest and producerdirector Rowland V. Lee has skillfully handled it from all angles. Well cast and splendidly acted, it has Douglas Fairbanks, Jr. and Basil Rathbone in the leading roles and a superb supporting cast headed by Barbara O'Neill and Melville Cooper. Dress doormen and ushers in white uniforms and helmets. Use the names of the two leads in all your advertising. OUTSTANDING: Douglas Fairbanks, Jr.. and Basil Rathbone. Catchline: "No sacrifice was too great to uphold the family tradition." (ADULT) S. O. S. Tidal Wave (Hollyzk-ood Previezv) Rep. Drama 60 mins. Radio Drama With Novel Use of Television Is Suitable For Top Billing (Xalional Release Date, June 2) Cast: Ralph Byrd, George Barbier, Kay Sutton, Frank Jenks, Marc Lawrence, Dorothy Lee, Mickey Kuhn and others. Original story by James Webb. Screenplay by Maxwell Shane and Gordon Kahn. Directed by John H. Auer. Associate Producer, Armand Schaefer. Plot: Ralph Byrd, a television commenta tor, refuses to enter a political war because he fears for the safety of his wife, Kay Sutton and their child, Mickey Kuhn. When George Barbier, a close friend of his, who refused to keep out of politics, is killed and Byrd's wife and child are injured, he decides to take a hand. Meanwhile the crooks at the head of the political ring, use a television broadcast to start a panic among the voters to keep them away from the polls. Byrd discovers the trick, quiets the people and then gets them to vote for an honest m-ayor. SUMMARY: Here's a radio drama that's filled with action and suspense and a distinctly novel use of Television woven into the story. Well handled in every department, it is good entertainment and suitable for top spot in many situations. Intensely gripping and realistic are the scenes adapted from the recent Orson Welles memorable broadcast that caused such a furore, and the audience, especially the Television enthusiasts, should find it very entertaining. Ralph Byrd and Kay Sutton are convincingly capable in their respective roles and are given splendid support by Frank Jenks, Marc Lawrence and George Barbier. John H. Auer's guidance gives the picture a tense buildup to a satisfactory finish and Armand Schaefer's production items are in keeping with its budget. Actual television if available, might be used in your lobby to attract attention, or the effect of television can be produced for window or lobby display, using an ordinary portable projector with small screen mounted on radio. Newspaper headlines of the recent Orson Welles radio scare would make a good lobby. Stills of the telebroadcast should be good for radio columns. OUTSTANDING: Production and direction. Catchline: "Television wipes out crooked politics." (ADULT) Rockettes Get Color Spread Known throughout the world as the finest precision dancers, the Radio City Music Hall Rockettes received well-deserved acclaim recently when the New York Daily News featured a two-page spread in color as well as a story containing all the latest information about the troupe. Orchids to Hazel Flynn, director of publicity, for thi.s outstanding newspaper scoop. GB Theatres in Britain Make a Cooperative Tieup with Camps London ■ — This summer, Jimmy Forsyth is working a cooperative stunt, which can be adapted by practically any circuit. Holiday camps are sweeping Britain, and the erstwhile Gaumont-British theatre publicity chief saw that although they might possibly offer competition to the cinema, they presented a good tieup. In consequence, for three weeks the leading GB houses throughout the country will run a competition open to all patrons in which they are to decide on the best things about a holiday. The prizes which, on paper, total nearly $40,O0(), consist of vacations at Butlin's camps. Through cooperation, the cost of the stunt will be practically negligible. Butlin offers the free holidays, and in return GB has devised special trailers and posters boosting Butlin's enterprises; the railroad company will pay the fares. By this scheme, GB will have a strong added attraction for three weeks, Butlin will have his camps widely publicized, and indirectly the railroad will benefit from the less fortunate competitors who decide on such a holiday and pay their own way. Although, in this case, the stunt is not being tied up with any individual picture, there is no reason why it can't be, if U. S. exhibitors see the opportunity. And it doesn't have to be a camp, either; resort towns, for instance, might cooperate. If the summer bugaboo has worried you, here's one way you can suppress it. Brazee Suggests Patrons Make Wish They Can See "Gunga Din" Here's a clever gag to help you exploit "Gunga Din." Credit goes to Marcel Brazee, manager of the Avalon Theatre, Chicago. Brazee distributed 5,000 envelopes containing sand and bearing this copy: "Mystic Wishing Sand From the Desert . . . Directions — Place the contents of this envelope on the palm of your left hand, make your wish, close your eyes, and slowly allow the sand to trickle through your fingers. No greater wish could be made than to see 'Gunga Din'." For Additional Exploitation Ideas on These Pictures Consult the Encyclopedia of Exploitation — See Page 26 \