Showmen's Trade Review (Jul-Sep 1942)

20 SHOWMEN'S TRADE REVIEW July 4, 1942 The plot of "Friendly Enemies" is, for the most part, thoroughly plausible, and every character has counterpart among the intimate circle of friends or acquaintances — perhaps even relatives— of the spectator. As such it will dig a little under the skin and serve to provoke a sort of personal familiarity with the customers which never fails to register a bullseye on the enjoyment target. Some adverse criticism of the film has been based on conjecture as to how, in view of present strained relations with Germany, audiences will react to a picture that attempts to make understood, and create sympathy for, the thousands who migrated from a Germany immersed in cultural pursuits and scientific exploits and cannot realize that the land of their pleasant youthful reminiscence has been completely converted to a nation of unconscionable war mongers whose horrible, bloody military aggressions have given civilization its bitterest samples of a man-made hell. This writer can see no reason to digress from the opinion voiced by the late President Woodrow Wilson when the plot and material were presented as a stage success in 1918. Said the President, in part: ". . . All the sentiments I could express have been admirably presented — sentiments that, I hope, will soon grip the world." Charlie Ruggles, appearing at the World Premier, did a lot to sum up our opinion in his brief curtain speech when he said: "In making this picture we felt that there was every bit as much need today for the lesson it teaches as existed in 1918." ete with Home-Spun Situations "Friendly Enemies" is replete with humorous dialogue and situations of the rib-tickling order known as "home-spun" and kindred to the funny things that are said and the comical instances that occur in the homes of yourself and your audience. The few instances where the material seems a trifle forced are veritably smothered in the wealth of wholesome fun, poignant drama and splendid character portrayal, all tied together with a pretty string of romance that threads its way throughout and surmounted by a beautiful bow of patriotism that should bring resounding applause at its climax. "Friendly Enemies" will not sell itself. It is lacking in star value and it does have a theme that is a bit ticklish to handle at this time. But, if you dress up its surrounding program with good virile patriotic subjects and do a job of getting its message across correctly you should Use This Ready-Made Campaign Also, for your convenience, below are some recent releases and their Showmanalysis publication dates A Bedtime Story Jan. 3 In Old California June 6 Invaders, The Apr. 11 Joan of Paris Feb. 7 Johnny Eager Jan. 31 Jungle Book Apr. 4 Kathleen Dec. 20 Lady For a Night Jan. 17 Lady Is Willing Feb. 14 Mister V Mar. 14 Nazi Agent Mar. 28 One Foot in Heaven Nov. 1 Sleepytlme Gal Mar. 7 Suicide Squadron Apr. 25 Tortilla Flat May 16 Tuttles of Tahiti Apr. 18 Young America Jan. 10 Do a Careful Job of Selling This Film for Best Results/ These Ideas Will Help You enjoy mighty good business and you can be sure tnat only the most bigoted will resent its exhibition. And the bigoted don't count in America. Our suggestion is that you ignore the theme entirely and just start out to do a dignified job of selling to intelligent audiences. The success history of the play is a good starter — and don't forget what Woodrow Wilson had to say about it. The efforts of high ranking Government officials to stamp out the use of the phrase "alien enemy" will also stand you in good stead. Much of the plot centers around the attempt of a spy leader to secure contributions from people of German extraction and the way "loose talk" helps his group go about the business of sabotage. You might plant a contest in the papers or on the radio offering prizes for the best "keep your mouth shut" slogan. The impending wedding of the young lieutenant who is about to sail for France offers good possibilities for the entertainment of wedded pairs who are about to be separated by the demands of the war. You should be able to get a lot of interest in this. Give them a party at your theatre and arrange to introduce them from the stage. You can undoubtedly get your editor or radio manager to cooperate on a series of written or orated experiences "how it feels to go to war." Have men who went to the last fracas and those who are about to leave for camp prepare the articles or make the appearance. Give prizes for the best. On the wedding angle another idea suggests itself that is in keeping with the trend of the public mind. How about a war stamp "shower" for some local girl and her soldier hubby to be? Perhaps they will consent to get married on your stage. There will be no end of stills showing Charles Winninger and Charlie Ruggles in argumentative poses. These should offer possibilities for many window displays and co-op ads on the angle of "don't fight about it — we have the best bargains" or "everybody is arguing about the merits of ." There is a part of the picture devoted to cooking and when the erstwhile German sympathizer becomes militantly American he demands that the word "strudle" be stricken from the family menu and that hereafter it be known as "apple cake." That's a "natural" for a bakery tie-up or possibly for a receipe contest on the best way of making apple cake. A check for $50,000 plays an important part so you might arrange for throwaways of facsimiles made out to the order of bearer and good for 50,000 chuckles at the "Friendly Enemies" Bank. In the early action Winninger demonstrates his domination of the household by having his wife say "yes" to his every comment. She explains that she has always had opinions but had been happily married for thirty years because she had never allowed her husband to know she had them. The editor will go for a contest on whether a wife should subordinate her opinion to that of her hus band or "should a wife ba her husband's 'yes' woman." It will get a lot of replies and stimulate a lot of interest. The picture is a "natural" for "father and son" stunts. Your civic clubs, etc., should be contacted or possibly some invitation on a concession basis could be carried out through coupons in a newspaper entitling free admissions for fathers accompanied by sons, or a free ticket to the boys writing the best letter on 'why my dad's a great guy." The picture is great medicine for citizens of foreign birth or foreign extraction — it gives tliem a swell idea of what America's freedom means. On this basis suppose you try to get the judge who administers the oath of citizenship or the members of the committee that conduct examinations or give out papers, also the mayor and other civic leaders to see the tirst showing and give public endorsement of the film. The same angle gives rise to the thought that newspaper writers could be interested in releasing feature stories on the subject of doing away with hyphenated Americanism. There was a lot of comment a short time back about eliminating the preceding names in all hyphenated societies or organizations such as Italian-American, Polish-American, etc. Tie it in to the fact that tliis film shows what happens to hyphenated Americans and why they should divorce themselves from all allegiance other than 100% American. Try 'How I Was Duped' Contest Winninger is duped by the leader of the German spy system into contributing to a cause whose designs and operations are in conflict with his every principle. In other words he was made a "sucker." Stories appearing in the local dailies of instances where the writer was imposed upon by frauds or fakers on the angle of "How I was duped," would make interesting reading. Give tickets for the best letters. President Roosevelt has himself commented on the absence, so far in the present war effort, of the enthusiasm that played such as important part in World W. I. There should be reams of good publicity awaiting the theatre that offers prizes for the best articles of what was done in '17-'18 that is not being done in '42 to stir patriotism. Go after it. Go after business on "Friendly Enemies." Sell the comedy and patriotic angles and forget everything else. Dress up the lobby and front with flags and bunting, and be sure that you open the show with the Star Spangled Banner as the picture closes on the strains of My Country 'Tis Of Thee. Get real, virile, patriotic action shorts for your surrounding program, as the picture is lacking in action scenes. Try This Newspaper Contest In "Friendly Enemies" Ruggles and Winninger toss gag insults back and forth. Thus you have the basis for a good newspaper contest. Shown above is one of the pieces of art to be run durin;; the five-day period of the competition.