Art of Selling Movies by McElwee John

Author:McElwee, John
Language: eng
Format: epub
Publisher: Paladin Communications
Published: 2017-03-15T16:00:00+00:00

Trader Horn (1931)

The mightiest of jungle thrillers, Trader Horn ventured into Africa at dawn of movie sound and came back with miles of bracing footage, which they’d use for not only this film, but Tarzan, The Ape Man and sequels to come. Trader Horn was promotion’s dream, a once-in-lifetime chance to boast every superlative in the kit and be at least half accurate as to each. Audiences really were amazed by this show, and said so in terms of landmark box office for theatres running it.

Best of selling angles was the “White Goddess” pitch, she being alternately “a princess of paganism” or “the cruelest woman in all Africa!”—ad makers taking pick from generous selection. These ads represent the Los Angeles-Hollywood premiere. A first (above left) was prepared by Fox West Coast Theatres for the Grauman’s Chinese open, being nude depiction of blonde savage Edwina Booth. The next (above right) is what actually got in print, Ms. Booth with hair splayed decorously to conceal breasts, but compensating in terms of wanton cruelty Trader Horn promised. Newspaper advertising had boundaries, and exhibitors would need alternate—as in more discreet—layouts to accommodate local policy.

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