Showmen's Trade Review (Apr-Jun 1939)

Page 24 SHOWMEN'S TRADE REVIEW Jwic 24, 1939 You Can Emulate Smashing Campaign Used by the Capitol For Picture^s N. Y. Engagement They're back again! Here's Tarzan (Johnny Weissmuller ) and his mate (Maureen O'Sullivan) in a romantic moment from "Tarzan Finds a Son!" John Sheffield is Tarzan, Jr. THERE'S always loud rejoicing on the occasion of a new Tarzan film, for exhibitors realize that once more their box offices are in for healthy grosses. We can remember when we were associated with a theatre in the midwest that the announcement of a new adventures of Tarzan was the signal to "go to town" on the exploitation. And though we worked like the dickens on ballyhoo and tieups, more so, it seemed than at any other time, we were always tickled to death we did it, because what a pleasure it v/as seeing those crowds filling the lobby awaiting their turns for seats! After three years, exhibitors can rejoice again. Somehow or other, we feel a little sentimental, because we know tiiat plenty will be done in exploitation on the newest Tarzan film, "Tarzan Finds A Son !" and we wish we were in a theatre to participate in it. Be that as it may, however, we are at least glad to apprise showmen of the opportunity they have of going the limit and reaping big benefits if they will only work a little harder and make up their mind that here is a chance to build up grosses. Yes, it has been three years since MetroGoldwyn-Mayer made a Tarzan feature, and we'll bet thousands of exhibitors the country over have wished time and again when grosses were falling below normal that Tarzan would come along and perk them up Here's Your Cast and Credits Tarr:an Johnny Weissmuller Jane Maureen O'Sullivan Boy John Sheffield Mr. Lancing Ian Hunter Sir Thomas Lancing . .Henry Stephenson Mrs. Lancing Frieda Inescort Mr. Sonde Henry Wilcoxon Mrs. Richard Lancing Laraine Day Mr. Richard Lancing Morton Lowry Metro-Goldwyn-Mayer Picture Produced by SAM ZIMBALIST. Directed by RICHARD THORPE. Screenplay by CYRIL HUME. Based tipon the characters created by EDGAR RICE BURROUGHS. (REG. U. S. PAT. OFF.) again. Well, you needn't wish any more, for "Tarzan Finds A Son!", the latest in the adventure films based on the characters created by Edgar Rice Burroughs is coming your way. Any worries you may have had about lagging summer box office receipts can be dispelled, at least while you are playing the new picture which brings back Johnny Weissmuller (the one and only Tarzan) and Maureen O'Sullivan (truly, as far as the public is concerned, the one and only Jane), provided, of course, you go to work and put over a big campaign. What the public will like about the new feature is that it injects a new and exciting angle into the series. Even the title gives a strong hint as to just what that angle is, and with 5-year-old John Sheffield as Tarzan, Jr., to emulate the tree-swinging feats of Weissmuller, it's really something to which any patron can look forward. At first we had tliought of using our own suggestions exclusively to guide you in mapping your campagn. Then, when we saw what was used to ballyhoo the engagement at the Capitol in New York, we felt that what had been done and had proved successful would be of far more importance than something which had not yet been tried out. So we got first-hand information on the Capitol's campaign. The only edge this Broadway house might have on most exliibitors was that Johnny Weissmuller was here in person. It's too bad he couldn't make a personal appearance in every town across the country playing his latest feature, but that would be virtually impossible. Other than that, however, you can emulate the Capitol's campaign just as Tarzan, Jr. emulates the elder Tarzan. You'll make certain changes according to your situation — that's to be expected; but generally speaking, you'll be aided a lot by knowing just how the Capitol handled its showing of "Tarzan Finds A Son!" First, of course, there was a large Float, the kind of street ballyhoo that had all New York gaping. It was elaborately decorated to represent a scene from the picture, with its realistic jungle background and a 5-foot elephant on a raised platform in the center. And what was that riding on the elephant's back but an extremely live chimp, "Tarzana." The truck was equipped with a loudspeaker which at intervals poured forth the celebrated Tarzan yell along with a ballyhoo about the picture's engagement at the Capitol. Now just the truck cruising through the streets would have been a great piece of showmanship. But, thanks to the ingenuity of director of advertising and publicity, Howard Dietz, and manager of exploitation, William R. Ferguson, an unusual and timely note was added to the stunt. The King and Queen of England, as you know if you read the newspapers, were the guests of the City of New York. Taking advantage of this one-day visit, Dietz and Ferguson had the ballyhoo truck follow the British rulers' journey along West Street, catching the spectators as they left the West Side Express Highway when the royal procession had passed. Lined up along here were thousands and thousands of spectators who were not only an audience to the royal couple but to the street ballyhoo as well. Following the parade, the truck proceeded to the Smash Tarzan Float Decorated to represent a scene from the picture, this smashing truck ballyhoo was on the streets a week in advance of the film's New York opening. It had a large audience as it followed the procession of the British rulers who were visiting New York. It was also at the N. Y. World's Fair.