Showmen's Trade Review (Oct-Dec 1949)

SHOWMEN'S TRADE REVIEW, November 12, 1949 19 tries. When no further response is obtained, he declares the contest closed and proceeds to read the original questions. As each is read in numerical order, the answer is given and plainly marked on the facsimile of the participation blank. When all ten answers have been announced, he asks participants holding blanks marked correctly to identify themselves. If more than one has the correct answers, amount of the award is divided equally. If no participant has answered all ten questions, the last question is eliminated from the contest and the reward given those correctly answering the questions one to nine. The contest progresses downward until the award money is distributed. There is opportunity for revamping here, with reductions from the weekly award entering a jackpot for future distribution, but conditions in your own community will have to dictate action on this possible phase. It is important that the name and address of all successful participants be announced to the audience and a record kept at the theatre. It is recommended that the "error reward" be held to $10 and that merchant or theatre (whichever is responsible) be penalized to cover the expense. Tremendous Ad Value From perusing the above, you will quickly recognize the tremendous ad value to cooperating merchants as well as the appeal of hard cash to theatre patrons. News of the big weekly cash awards spreads quickly, and the traffic examining the merchant windows, counters, news ads, etc., will multiply times over. That this interest will reflect in added sales goes without saying. Of extreme value is the fact that all award money is immediately given to local people for spending in local establisliments, with the participating merchants holding rail position due to the appearance of their names on the reverse side of the participation blank. Add to this the fact that the lobby board remains in preferred position at the theatre day-in and day-out, and the sales plugs given from the stage during the contest becomes highly desirable to all classes of merchants. For this reason, it is advisable that you hold to an exclusive merchant pattern with only one cooperator from each line of business. In some towns Merchant's Quiz Nitc has enjoyed two and three repeats, with a waiting list of merchants desiring to participate holding over from one period to another. The "error award" has the effect of sending unsuccessful contenders on an additional visit to the merchant's establishments to check the "right" and "wrong" of their blanks and gives the merchant still another chance at their patronage. Best Business-Getter I've talked personally with merchants who hold places on this type of program and found each to be enthusiastic with many declaring it to be the best business-getter they ever employed and the "tops", among theatre tieups in which they have taken part. Its ramifications are numerous with radio and newspaper support among the most promising. Its formula of operation and presentation is such as to instantly preclude any criticism or instant check of "right" and "wrong," enhances the prospects of participation and makes for audience entertainment. The duplicate blanks serve to avoid embarrassment for unsuccessful contenders, since only the successful are required to identify themselves. In brief, Merchants Quiz Nite seems to be perfectly designed and engineered for the desirable triangle target of box-office revenue, customer amusement and cooperator satisfaction that theatres should always be shooting at. Why not give it a try in your situation ? Box-Office Slants The Big Wheel (C ontituicd Irdiii Pane 17) between Thomas Mitchell and Spring 'Byington is schmaltzy but the average audience will probably find it pleasant. Mickey Rooney handles well a part tailored to his breezy style. Mary Hatcher is pretty and does a good job as the tomboy who suddenly becomes aware of her femininity when she falls in love with Rooney. Steve Brodie stands out as Happy, the driver whom Rooney kills. The entire cast does well with the material handed them. Picture offers good exploitation possibilities. For the action house, it's a natural. The Story of Molly X Univ.-Int'l Drama 82 mins. AUDIENCE SLANT: (Adult) An absorbing drama and worthy documentary film with the California Institution for Women at Tehachapi as its principal locale. Story holds the attention throughout its running time. Should please general audiences in all situations. BOX-OFFICE SLANT: This is the kind of picture exhibitors can sink their showmanship teeth into, and it will surely have the backing of law enforcement officials wherever it plays. Smart exploitation should pay off at the box-office. Cast: June Havoc, John Russell, Dorothy Hart, Connie Gilchrist, Cathy Lewis, Sarah Berner, Sandra Gould, Katherine Warren, Charles McGraw, Elliott Lewis, Wally Maher. Credits; Produced by Aaron Rosenberg. Written and directed by Crane Wilbur. Photography, Irving Glassberg. Special photography, David S. Horsley. Art direction, Bernard Herzbrun and Emrich Nicholson. Music, Milton Schwarzwald. Plot: Sent to the California Institution for Women at Tehachapi following her conviction for a series of crimes committed in San Francisco with the aid of confederates, Molly X (June Havoc) is bothered by her conscience. She had shot one of the confederates. Rod Markle (Elliott Lewis) when he admitted killing her husband back in Kansas City because of his love for her. Molly is further harassed by Anne (Dorothy Hart), who had loved Rod and seeks to help to find the revolver which had killed him. When Molly is paroled, she learns that another confederate. Cash Brady (John Russell) has been arrested for the Markle murder. She recovers the gun from its hiding place and goes tc police headquarters to give herself up. There she learns that the shot she fired hit Markle's revolver belt, knocking him out only temporarily. A little later Brady had found him and had shot him again, this time killing him, Molly is free now, completely rehabilitated. Comment: Besides being an absorbingdrama, "The Story of Molly X" is also a worthy documentary film about the California Institution for Women at Tehachapi. Filmed on actual location sites, the picture shows the progressive penal methods that have been established at the institution, and one is impressed with these methods, which should serve as models for other women's penal institutions. The story itself, which concerns a hardboiled girl who outwits the law until it catches up with her, holds the attention ihroLighout its entire running time. The early crime scenes are melodramatic enough, while those within the C.I.W., to which the woman "gangster" has been committed, are attention-compelling for their informative documentary quality. June Havoc is excellent as Molly X. She's tough in those early crime scenes, and though she later maintains this hardboiled exterior for a while in the institution, meanwhile plagued by her conscience, she wins the audience's sympathy. When she finally does become rehabilitated, one shares with her the joy of her new-found freedom. It's an assignment which Miss Havoc carries through with flying colors. Dorothy Hart is despicable, and therefore effective as the girl who seeks revenge for the murder of her boy-friend, and Elliott Lewis scores a hit as the boy-friend who is in loye with Molly. Lewis, who makes his debut in this film and is well known to radio audiences, is "rubbed out" in the early scenes of the film, but the impression of his competent performance nevertheless lingers on. Good performances are also contributed by John Russell, as one of Molly's confederates; Cathy Lewis, as her room-mate at the institution; Connie Gilchrist, Sara Berner, Sandra Gould and others. "The Story of Molly X" should find a receptive audience in most situations. Deputy Marshal Lippert Productions Western 72 mins. AUDIENCE SLANT: (Family) The combination of husband-and-wife team Jon Hall and Frances Langford, plus the strong western supporting cast, in an outdoor film with the required amount of western ingredients, should be found satisfactory entertainment by the fans. BOX-OFFICE SLANT: Good product for most situations, especially where the Jon Hall and Frances Langford names have a following. Cast: Jon Hall, Frances Langford, Dick Foran, Julie Bishop, Joe Sawyer, Russell Hayden, Clem Bevans, Vince Barnett, Mary Gordon, Kenne Duncan, Stanley Blystone, Roy Butler, Wheaton Chambers, Forrest Taylor. Tom Greenway, Ted Adams. Credits: Directed by William Berke. Based on the novel "Deputy Marshal" by Charles Heckelmann. Screenplay by William Berke. Photography, Carl Berger. Producer, William Stephens. Plot: Trouble starts when a dying man turns over a railroad map v/ith a planned right-of-way to a deputy marshal. There are quite a number of people interested in the whereabouts of this map and it takes a lot of killings and other nefarious deeds to clear the matter up. Comment: Because it boasts the namedraw of Jon Hall and Frances Langford and includes in its running time the usual assortment and quantity of established sagebrush ingredients, this outdoor action film is one that should satisfy. Jon Hall does a good job as the Deputy Marshal who cleans up the town and Miss Langford presents two catchy tunes between riding chores. The strong supporting cast — among whom are such wellknown western players as Russell Hayden, Clem Bevans and Dick Foran — add to the entertainment value of the film. Photography is especially good for a new lens .has been used, one that clarifies everything in sight, taking away the usual fuz.ziness of backgrounds. This is known as the Garutso Balances Lens, a new optical principle which creates a three dimensional effect. Direction was by William Berke. William Stephens produced.