Showmen's Trade Review (Apr-Jun 1942)

Page 44 SHOWMEN'S TRADE REVIEW April 4, 1942 Time and again in the past you've had "something different" to offer your patrons, but not always did the subject's novelty 'catch on." Perhaps the patrons weren't in the mood for "something different," or perhaps, even if they were, the picture itself didn't maintain good entertainment standards along with its special designation. Once again the public is in the mood for "something different," and a logical film to fill its desire is Alex 1 1' ander Korda's United Artists re '//'' lease, "Rudyard Kipling's Jungle Book." Having personally viewed the film, it is our candid opinion that not only is it different but that it also stacks up as exciting, engrossing entertainment. Fantastic ? Yes. But so well done it seems almost believable. Now it isn't our purpose here to discuss the picture's audience value. We have injected brief mention of the matter because we believe the average showman — when he goes to sell a picture— wants to be sure that it measures up to all the advertising, publicity and ballyhoo he lavishes on it. Not in any case, if he can help it, does he want to boost a film to the skies, only to have it displease his audience. Goodwill is too important to permit anything like that to happen. You have no "star names" in "Rudyard Kipling's Jungle Book," unless Sabu has built a box-office following in your community by virtue of his past films. But you do have a picture that's different, one that's vast and colorful, one with thrills and spectacle. And that's how you'll have to sell it. You'll have to, as the saying goes, "bill it like a circus," with no reasonably good exploitation stunt barred. Let there be nothing highbrow or dignified about your campaign, unless, of course, you want to use a few stunts along those lines to appeal to class patronage. On the whole, however, old-fashioned showmanship should prevail. Book Tieup a 'Natural.' You probably thought of this right off the bat. The Sun Dial Press is issuing a popular-priced edition of the Kipling work. Thus it will be possible for you to tie up with book stores and circulating libraries, to indulge in such promotion as lecture groups^ library commemorations, special Kipling shelves, school classes, British groups, the Books-for-Soldiers drive — well, the possibilities on this one angle alone are almost limitless. And don't forget the giant book street ballyhoo and lobby display, the latter of which consists of a large replica of the book with pages containing stills from the picture. Play Up the Technicolor. If one who has seen "Rudyard Kipling's Jungle Book" could imagine it without Technicolor, he'd immediately realize the important part this medium plays in making the film the spectacle it is. Therefore, play up the Technicolor. One exhibitor who plans to follow this procedure is Attention-Getting Elements This reproduction of one of the outstanding ads on "Rudyard Kipling's Jungle Book" gives just an I ^ idea of the powerful attention-getting elements I' in the 4-colunin layout itself. Imagine its effect! Here's o Picture Deserving Old-Fashior^ed Showmanship/ Here Are Your Sales Angles Screenplay, dialogue by Laurence Stallings. Director, Zoltan Korda. Producer, Alexander Korda. Manager Lester Pollock of Loew's, Rochester, N. Y. Each of the following stunts, which by the way could be listed under separate classifications, get across the picture's color : • All trucks of a local news agency will be bannered with colored pictorial posters. • On all school bulletin boards a week in advance will be placed Technicolor cards with this headline : "See the Mysteries and the Wonders of the Jungle's Savage Heart in 'Rudyard Kipling's Jungle Book,' etc." • Word reaching Pollock that Life was to carry a layout in its March IS issue caused him to arrange with the local distributor for a broadside. (He could also have playdate pluggers inserted in the current copies.) • Arrangements have been made to have local Liberty carriers distribute 5,000 comic book heralds house to house. (By the way, we have a sample of this herald, and it's just the right type of promotion piece for the picture. Attention of adults and children alike will be gained. There is ample space on the back for your playdate copy and also for a merchant ad, which would pay the cost.) • In all railroad stations, restaurants, hotels, etc.. Pollock will place 30x40 colored cards. • There will be a color contest with the Rochester Sun on which he expects more space than usual because of the "unusual interest and excellent material." • Illustrated color cards will be placed in a number of downtown store windows. Four-Day Running Contest. Depending on the public's ability to recognize Sabu's previous roles, a four-day running contest featuring scenes from "Elephant Boy," "The Thief of Bagdad," "Drums" and "Rudyard Kipling's Jungle Book" might be promoted from your local newspaper. The four scenes necessary are available on Mat 28-B at your nearest United Artists exchange. Tieups_ with Schools. Naturally school children and adolescents will be tremendously interested in your showing, so go after them. Get grade school students and members of high school art classes to compete in a poster contest embracing jungle adventure scenes and aijimals. Get teachers of English classes to lecture on Kipling's works, with emphasis placed on "Jungle Book." A student essay contest could be conducted on this subject: "Why Mowgli is one of the most popular characters in all fiction." Every effort should be made to persuade school authorities to dismiss stu. dents at an early hour on one of the afternoons , of your showing to see the picture. Students coming from rural communities could ride in appropriately-bannered buses. Modeling Animals from Soap. Modeling from soap has become a favorite pastime with many people. Why not make "the hobby a selling plug for your picture? Plan a contest in which prizes are offered for the best soap models of jungle animals. Display the winning entries in your lobby or better still, in a prominent merchant's window along with other selling material. Street Ballyhoo. Banner a street car or a large truck with 24-sheets or six-sheets, respectively. If possible to arrange, a float resembling a jungle setting would attract plenty of attention. Dropping back to Rochester again — Pollock plans to have acrobats dressed as Hindus carry a rolled-up rug around the streets. At busy corners they'll unroll the rug, do a few gymnastic tricks, then move on. Copy about "Rudyard Kipling's Jungle Book" will be painted on the rug. Radio Promotion. There's a IS-minute recorded radio show available at a low price which you should be able to plant over your local radio station. It can be obtained from the United Artists Exploitation Dept., 729 Seventh Ave., N. Y. C. (If you have no local outlet, wouldn't the record be effective over your theatre p. a. system?) A local authority on animals or natural history might be persuaded to do a radio feature. A hobby program might be arranged featuring a person who has had unusual success in training dogs, cats, ponies, and other animals. Fashion Tieups and Merchant Cooperaation. Window displays on jewelry, scarfs, handbags and handkerchiefs should be promoted. For details on this important tieup, write Mr. Bud Fox, Bud Fox Associates, 250 Park Ave., N. Y. C. In the press book you'll find a suggested layout for a cooperative page. Promote window displays built around toy animals against jungle backgrounds. Novelties Always Prove Effective. Hand out novelties around town and you're sure to start 'em talking. Available : animal fold sheets, lucky Sabu charms, bookmarks, turbans to give kiddies and to be worn by your ushers. Look for illustrations in the press book. Your Front and Lobby. Planning and utilizing a colorful and flashy front on a picture like this should be a showman's holiday. A realistic "jungle" front, with the 24-sheet atop the marquee and a stockade effect around the box-office and entrances, as well as papier mache or bamboo posts covered with straw, together with real or imitation grass, vines, etc., would stop every pedestrian. ■ A Concluding Word. Because "Rudyard Kipling's Jungle Book" is replete with exploitation angles, neither this page or another could carry all of them. But those suggested should bring still others to mind. Remember — bill it like a circus ! Use This Ready-Made Campaign Also, for your convenience, below are some recent releases and their Showmanalysis publication dates A Bedtime Story Jan. 3 Glamour Boy Dec. 6 Joan of Paris Feb. 7 Johnny Eager Jan. 31 Kathleen Dec. 20 Lady For a Night Jan. 17 Lady Is Willing Feb. 14 Men In Her Life Nov. 29 Mister V Mar. 14 Moon Over Her Shoulder Oct. 18 Nazi Agent Mar. 28 One Foot in Heaven Nov. 1 Sleepytime Gal Mar. 7 Sundown Oct. 25 Suspicion Nov. 22 Two-Faced Woman Nov. 8 Young America Jan. 10