Hamlet (1948)

on October 27, 1948 by BOXOFFICE Staff
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  Doubtless, critics and sincere devotees of the dramatic arts will unanimously acclaim Laurence Olivier's British-made "Hamlet" the most impressive and understandable presentation of any work of the immortal Shakespeare ever to reach stage or screen. It attains the pinnacle of perfection in performances, production values, direction, photography and other technical details -- for which a lion's share of credit is due Olivier as star, producer and director. As to its commercial potentialities: Many decry as deplorable the fact that, up to now, Shakespeare on the screen has hardly been a guarantee of financial success. With this one public apathy toward film versions of the bard's works may be overcome because it boasts an abundance of suspense, romance, villainy and other desirable elements found in modern screen writing. Regardless of its financial fate, the feature is certain to live forever as a screen classic.

SELLING ANGLES:
Recent issues of both Time and Life have accorded considerable space to the feature. Blown up tearsheets of those reviews could be used in lobby easels. Make a play for the patronage of drama students, teachers, women's clubs and literary organizations by staging special matinee performances. The public library probably will allot you some space on its bulletin board and might cooperate in staging a special display of Shakespearean plays, with "Hamlet" as the centerpiece. Offer prizes for the best rendition on your stage of Hamlet's "Soliloquy."

CATCHLINES:
Never Before has the Screen Captured Such Magnificence in Spectacle, in Intrigue, in Violent Love... Never Have You Seen Such Masterful Entertainment... Never Has the Immortal Shakespeare's Best Play Been More Enthrallingly Presented. It Marks a New Milestone in Screen Entertainment... As a Classic Play Becomes an Enduring Film Achievement... Superb in Scope... Brilliant in Cast... Unforgettable in Its Dramatic Sweep. Universal International 155 mins.

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