Ninotchka

on February 01, 1940 by BOXOFFICE Staff
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Scintillatingly and as Russian as Borsht, this romantic comedy, which satirizes life and love in the Soviets, at the same time adds several inches to the film stature of two of Hollywood's most famous -- Producer-Director Ernst Lubitsch and Actress Greta Garbo. A streamlined screenplay, literally sparkling with brilliant dialog, tests the mettle of this duo, with the result that the widely vaunted Lubitsch touch of yore asserts itself with new mastery. Garbo finds herself in an entirely new type of role, one which prescribes the more difficult nuances of sophisticated comedy, and while she rises to the situation nobly, her elegance remains undeniable, and she carries herself with proud assurance of her talents. While "Ninotchka" may lack something for the masses, it must be catalogued as a triumph for all concerned.                  

SELLING ANGLES:
Garbo is, of course, the name to sell, with Melvyn Douglas cited in support. Create a Russian atmosphere in the foyer, making over the boxoffice with artificial minarets and dressing the attendants in the blouses and boots of the Russian peasant. Emphasize the "new Garbo" by employing the same slogan being utilized by Metro to describe her -- "Garbo laughs." Promote a word- building contest around the picture's title.

CATCHLINES:

Garbo laughs... a laugh heard round the world... in a joyous and jolly piece of screen entertainment... The new Garbo in her latest, greatest triumph... a picture that you cannot afford to miss. MGM 110 mins.

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