Showmen's Trade Review (1939)

Page 12 SHOWMEN'S TRADE REVIEW July 15, 1939 "On Borrowed Time" THERE'S an entertainment combination in "Cm Borrowed Time" which we feel sure will insure the film's enthusiastic reception by your patrons. Homespun, earthy drama always appeals to the masses, and this, combined with a flavor partly of fantasy and partly of folk-tale to make it a thought-provoking picture, places "On Borrowed Time" among the most unusual screen entertainments you have ever had to exploit. You may know the film's history — you may not. The play ran for 41 weeks on Broadway, winning praise from both press and public. Because it tells the story of a grandfather who fights to save the grandson he adores from falling into the clutches of an unscrupulous and scheming aunt, "On Borrowed Time" touches an unusual theme. It has a sterling cast headed by Lionel Barrymore — not all box-office "names" as we have come to designate public favorites — but performers who are generally well known and who can be counted upon to enact their roles wisely and well. We should like to caution you here, if we may, that although "On Borrowed Time" Here Are Your Cast and Credits Julian Northrup (Gramps) .Lionel Barrymore Mr. Brink Sir Cedric Hardwicke Nellie (Granny) Beulah Bondi Marcia Giles Una Merkel Pud Bobs Watson Mr. Grimes Nat Pendleton Dr. Evans Henry Travers Mr. Pilbeam Grant Mitchell Demetria Riffle Eily Malyon Sheriff Burlingame James Burke Reverend Murdoch Charles Waldron Charles Wentworth Ian Wolfe Bill Lowry Phillip Terry James Northrup Truman Bradley A Metro-Goldwyn-Mayer Picture Produced by Sidney Franklin. Directed by Harold S. Bucquet. Screenplay bv Alice D. G. Miller, Frank O'Neill and Claudine West. Based on the play by Paul Osborn from a dramatization of the novel, "On Borrowed Time" by Lawrence Edward Watkin. (REG. U. S. PAT. OFF. ) presents a theme that at once may be provocative and controversial, it is at the same time filled with human drama and moments of hilarious laughter. Therefore, rather than take the chance of possibly getting "on the wrong foot" with ministers and religious folk, and rather than risk the chance of giving the public an idea the film is depressing (which it certainly is not), we suggest that at all times during your campaign you stress the picture's greatness, its warm, human, homespun qualities that appeal to the whole family. You can mention the play's 41-week run on Broadway, but whether you lay special emphasis on that phase or not deoends on just how much you think it will influence your patrons. It's the perfect picture for advance teaser advertising. On the opposite page is shown some fine examples of unique advance ads. In the press book's exploitation section is a series of ads for use in safety campaigns. However, we think they can serve just as well as teasers, and we advise running them just ahead of the ads illustrated in this Showmanalysis. Of course, you can always use the title to good advantage two or three weeks ahead of your playdate. Questions can be devised to create curiosity among your patrons. And whatever is good for newspaper teaser advertising is also good for your screen or for printing on cards and posting in conspicuous spots around town. Now, for exploitation purposes, you must consider your audiences. If yours is a class situation, you'll use a dignified approach, referring to the fine cast and the record of the play on Broadway. On the other hand, if you cater to the masses, you'll use many variations of the title in catchy phrases which the average person can easily understand. The method you use is up to you; in either case, we have little doubt about the picture's reception at the box office. The stunts and suggestions we make here Warm, Down-to-Earth Drama With Theme Off the Beaten Path Commands Exploitation Stressing Its Human Qualities are applicable, we feel certain, to any situation, whether class or otherwise. However, you can draw the line wherever you think necessary, because you know your patrons better than we do. The character of "Gramps," as portrayed by Barrymore, gives old age new dignity and respect, for "Gramps" is a beloved and sympathetic character. In view of this, why not conduct a search for those "Gramps" in your own community who seldom get a spot in the limelight even though they are loved by those who come in contact with them? Set aside a matinee performance so that the old men can attend in a body. You might tie up with an automobile agency whereby cars are dispatched to their residences to pick them up and bring them to the theatre. This, of course, could influence a cooperative ad from the dealer in the newspaper, as well as the bannering of each automobile. Conduct your search for the old men via newspaper stories, trailers and announcements in your house programs. Are there opportunities for merchant tieups? you ask. And our answer is in the affirmative. With a set of exploitation stills in your possession, you can arrange for tieups on toys, pets, cookies, cleaning fluids, thermos, pipes and fishing equipment. This means you can effect cooperative ads as well as window displays. And since Una Merkel wears several smart summer styles in the film, you can get representation on the woman's page, in the windows of shops dealing in feminine apparel and in the cooperative ads these shops will surely want to prepare. So, all considered, there are enough tieups to assure "On Borrowed Time" of being exploited in prominent windows around town and in the newspapers to reach the majority of your patrons. Lionel Barrymore and Bobs Watson (lower right) are the lovable "Gramps" and Pud of "On Borrowed Time." Sir Cedric Hardwicke Supper left) is seen as Mr. Brink in the film version of the famous stage play which ran 41 weeks on Broadway winning press and public acclaim. " ARE you LIVING ON BORROWED TIME? Excellent Idea For Contest Here's a reproduction of the one of the illustrations designed to accompany a newspaper contest in which patrons recount experiences in which they had narrow escapes. It serves to make the title intriguing: helps create interest.