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Vol. 40, No. 15
August 18, 1948
TO THOSE TIRED OF THE ORDINARY IS THIS SHOT DEDICATED. THE "MERMAID" IS BEING SNAPPED IN ATLANTIC CITY BY A U-INT. CAMERAMAN.
It’s Not The Heat, It’s The Activity
U-I Decided That Hot Weather Could Be Bucked By Sensational Selling
IT’S not often that a film company plans a full scale multiple-film exploi¬ tation campaign during the sweltering summer months, but nowadays the “usual thing” doesn’t hold much significance as a new and vibrant showmanship grows steadily in the trade.
One of the most ambitious summer proj¬ ects undertaken in many a season was the campaign put on by Universal-Interna¬ tional on a group of productions which lent themselves to intensive selling.
Next month, the company starts to tab¬ ulate returns on its “William A. Scully Month” sales drive, the culmination of two months of powerful advance promotion effort which began with “U-I World Pre¬ miere Month” in July. During that month, four world premieres were set under the direction of John Joseph, director of ad¬ vertising and publicity, and Maurice A. Bergman, eastern advertising and public¬ ity director. Another film was opened in July, and two more bowed in August, thus
Ray Schindler and Loo Cotlow, Adventurers Club, N. Y., inspect Mary Ann Reeve, "Tiger Girl", aid¬ ing in exploiting U-Int.'s "Man-Eater of Komaon".
giving the distribution organization seven pictures for which to seek the widest pos¬ sible playing time during September.
For “Man-Eater of Kumaon”, the com¬ pany returned to good old fashioned bally¬ hoo for the Winter Garden, New York, launching. Atlantic City was an ocean of activity when “Mr. Peabody and the Mer¬ maid” kicked off, aided by exciting beauty contests. “Feudin’, Fussin’ and A-Fightin’ ” received a great sendoff later, fol¬ lowed by “Abbott and Costello Meet Frankenstein”.
Probably the really ace campaign was the 11-city territorial premiere of Walter Wanger’s “Tap Roots”, with the stars of the production journeying to Philadelphia and other cities during the Democratic National Convention.
No angle was left unturned by the hard¬ working U-Int. staff, and the odds are big that the company plus thousands of exhibitors all over the country will benefit from the campaign.