Showmen's Trade Review (1939)

July 1, 1939 SHOWMEN'S TRADE REVIEW Page 9 On Borrowed Time (MCM) Aided and abetted by magnificent direction and casting, "On Borrowed Time" emerges as a potential box office hit. Picture history will reveal that the stronger the tear jerker, the heavier the take at the BO, and this one has tear jerking episodes in profusion. But don't let this remark lead you astray. It is likewise blessed with as many comedy situations as there are tearful ones. In fact, the laughs outdo the tears about two to one. Smart bookers have told us that a profitable picture must possess one or both of two ingredients: "Box Office Appeal" is the first, and "Audience Appeal" is the second. .. , "On Borrowed Time" can certainly lay claim to both. The title, cast and theme combine to give it the first, while the magnificent entertaining qualities endow it with the second. , . . •„ , v When you set your dates for this picture you will be in a position to realize a profitable engagement. This you can make positive if you will but sell the picture as it should be sold. . Chick Lewis doubtedly find its best bookings in neighborhood and grind-run situations as the lower half of a dual bill. Stacked against its entertainment value is poor photography and at times difficult-to-understand dialogue. Too, there are no members of the cast known to American audiences. Action fans will like the deep-sea diving sequences and the hero's narrow escapes from natives. For best box office results, "Typhoon Treasure" should be sold as an exciting, action-packed tropical adventure. Regulation diving equipment should be displayed in the lobby. Decorate the front with foliage to represent a jungle. Catchline: "High adventure and surging storms in a tropical romance bristling with flaming action and adventure." (FAMILY) Note: This film is being States Righted. Flaming Lead Colony Pictures Western 55 mins. Action Fans Will Overlook Plot Defects And Readily Accept Maynard Western (National Release Date, June 15) Cast: Ken Maynard, Eleanor Stewart, Dave O'Brien, Walter Long, Tom London, Reed Howes, Ralph Peters, others. Original screenplay by Joseph O'Donnell. Directed by Sam Newfield. Produced by Max and Arthur Alexander. Plot: Because the horses on the ranch she oversees are being rustled, Eleanor Stewart stands to lose the ranch. She sends for the owner who, being a playboy is unable to cope with the situation. Maynard, who had befriended him, assumes the owner's identity and proceeds to get at the source of the" rustling. After getting into close shaves with the law because of his assumed identity, Maynard finally discovers who is tipping off the rustlers as to the movements of the horses. He brings the guilty men to justice. SUMMARY: So long as there's action and gun-play, it matters little to western fans whether their favorite type of entertainment is good or bad. "Flaming Lead" isn't bad, but there are a few inconsistencies which the intelligent theatregoer would spot in a minute. They won't count with the western fans, who will be content with seeing Maynard use his dukes and ride and shout as efficiently as ever. Wherever outdoor action films are readily received, patrons should welcome this Ken Maynard starrer with open arms. Inasmuch as the hero does a number of rope tricks, you might get someone adept with the rope to perform in your lobby. Tie up with men's stores on Stetson 10-gallon hats. OUTSTANDING: Photography. Catchline: "Ken shoots his way through his most amazing outdoor adventure." (FAMILY) Note: This film is being States Righted. Bachelor Mother RKO Radio Comedy 82 mins. Top-flight Trouping and Direction Make Cay and Spicy Comedy Good Boxoffice (National Release Date, August 4) Cast: Ginger Rogers, David Niven, Charles Coburn, Frank Albertson, E. E. Clive, Elbert Copelen, Jr., Ferike Boros, Ernest Truex, Leonard Penn, others. Screenplay by Norman Krasna. Story by Felix Jackson. Directed by Garson Kanin. Produced by B. G. DeSylva. Plot: Ginger Rogers adopts a baby, wished on her when she picks up an abandoned infant left on the doorstep. She is called before Coburn and his son, Niven, owners of the department store where she works, and threatened with dismissal unless she looks after what they believe to be her baby. Niven falls in love with* Ginger, and though still unconvinced about the baby, proposes to Ginger and is accepted. SUMMARY: A thoroughly entertaining piece of fast-moving screen fare that should cash in on word of mouth advertising, is this gay and spicy comedy. Top-flight trouping, plus an "A" quality direction, production and writing job make it a good boxoffice bet for almost any situation. Ginger Rogers as the salesgirl trying to convince the world that she is not the mother of a baby, and David Niven as the self-appointed father, handle their mirthma k i n g assignments to perfection. A notable group of supporting players headed by Charles Coburn, Frank Albertson, E. E. Clive and Ferike Boros, lend much to the hilarious film. Director Garson Kanin's brilliant handling of Norman Krasna's witty screenplay and the swell showmanship values in the B. G. De Sylva production will be remembered for many a day. Teaser ads, looking for the father of the baby, should be used in advance of showing. Tie-ups with infant apparel shops and toy stores could be arranged with window displays and lobby decorated with the same merchandise. Prizes might be offered to the oldest and youngest mother through newspaper. In your town there may be girls taking care of children for other families; conduct a contest to see which one is the town's most typical "bachelor mother." Tie up with baby shops on window displays. Invite letters from fans telling whether they like Ginger best in her newest role or in a part where she sings and dances. OUTSTANDING: Ginger Rogers, David Niven, direction and production. Catchline: "A gay and delightful comedy of a girl who found herself in complications when she fell in love with a baby." " (ADULT) (Continued on Page 21) Baba SANDY diddum ga goon goo SANDY glub google goo! (Translation)" "Baby Sandy rocketted to fa me on first appearance." said the N.Y. News. Sez Sandy: "That rocket was fixed up with a super-charger in my new picture.* mn^h Baby SANDY "UNEXPECTED FATHER" Shirley Dennis Minchu ROSS O'KEEFE AUER For Release July 7th