Showmen's Trade Review (Oct-Dec 1944)

December 2, 1944 SHOWMEN'S TRADE REVIEW 27 Three-Point Selling is Idea Featured in All Advertising medium. Outdoor posting and car card contracts also show that these media will be used to a greater extent than ever before by the company distributing "Can't Help Singing." The "feel" of bigness about the picture which has been injected into the plan and execution of the "Can't Help Singing" campaign, manifested itself in the Universal organization in the early days of production of the picture. When production reached the stage where recordings were made of the songs in the original score by Jerome Kern, the word got about that here was something that had special "box-office" to it, and the advertising and publicity department was called in to outline plans for the biggest job this branch of the Universal outfit had ever essayed. Three months before "Can't Help Singing" was finally completed, Maurice Bergman, Eastern advertising and publicity manager, was called to Hollywood for studio conferences with John Joseph, national director of advertising and publicity, and production executives to set down the main lines of the selling to be used in support of the presentations of the new Durbin film. The three main factors or elements, of course, immediately asserted themselves, and as noticeable in the illustrations of the 24-sheet, magazine ad and newspaper display reproduced in connection with this article, these points persisted right through to the completed displays. They are : Deanna Durbin in a romantic comedy singing role ; Deanna Durbin shown for the first time in Technicolor ; an original score by Jerome Kern. Advertising, and outlines for publicity activities, emphasized these three points, with, of course, varying emphasis that took the form of playing up the Jerome Kern angle in publicity events. Thus, various music organizations and recognized band leaders who were enthusiastic about the original score responded so heartily to "samples" via reproduction of portions of the sound track, that there was born the idea of a national tribute to the composer. This latter idea has since developed into a "Jerome Kern Jubilee Week" which will be celebrated nationally beginning on December 11, and which will be culminated by a dinner to be tendered to Kern in Los Angeles. Further publicity arose when in New York the "In and About Music Club," composed of music teachers who hold an annual discussion-tea, will center their meeting on December 2 about the "Can't Help Singing;" score, with Deems Taylor as master of ceremonies. Incidental intelligence worth notice before concluding these notes on the Kern music, is the fact that within ten days after the first public {Continued on Next Page) "3 Smart Girls Grow Up" was a charming story and Universal added just the right touch kjr catting Robert Cummings as Deanna's first leading man. A touch of heart interest was hinted — just enough to whet appetites for more. Miss Durbin was 18 years when "First Love" was made, so the producers used commendable good sense and good taste in bringing forth her first, mild falling-in-love. Robert Stack was the boy. Makes you reminisce, eh? Whoever wrote the script for "It's a Date" knew a lot about 19 year olds. He east Deanna as a youngster who was innocently in love with love and who directed one of her loves toward Walter Pidgeon, who didn't quite know what to do about it! Direction was handled in a "nice" manner and showed the star's touch for light comedy. The studio used a Grausfarkian locale for "Spring Parade" and cast Robert Cummings again as Deanna's young swain. Her reactions to Cummings' protestations of love were just what would be expected of Miss Durbin as a 19-year-old miss. Deanna was dressed in character as the "Nice Girl?", who really was nice but who developed a crush for Franchot Tone. Heart interest again was played by Robert Stack. Handling matters deftly so that Deanna could have a romantic escapade but still remain In the minds of audiences as a "nice girl" was the trick of the year.