Motion Picture Herald (Oct-Dec 1956)

A BIG STORY OF BIG THINGS AND BIG FEELINGS THIS IS GIANT! GEORGE STEVENS ' PRODUCTION FROM THE NOVEL BY EDNA FERBER RRESENTED BY WARNER BROS IN WARNERCOLOR s ELIZABETH TAYLOR • ROCK HUDSON • JAMES DEAN AS LESLIE LTNNTON AS BICK BENEDICT JANE WITHERSCHILL WILLSMERCEDES McCAMBRIDGE • SAL MINEO ■ •GEORGE STEVENS »»o HENRY GINSBERG o ■ • GEORGE STEVENS ► THEATRE PORT AFRIQUE — Columbia Pictures. Pier Angeli, Phil Carey, Dennis Price, in an amazing adventure, actually filmed in Morocco’s famous “forbidden city.” Girl without a passport — man without a future. Dramatic as “Casablanca!” Romantic as “Algiers!” Four-page herald keys the campaign. No poster larger than the 6-sheet, but this contains pictorial art for lobby and marquee display. Newspaper advertising is generally good, and there is a supplement which carries revised ads for situations where violence in advertising is unprofitable. So, in one ad, Pier carries a gun, and in the “revised” ad, she carries a cigarette, in the same pose and space! Anyhow, with or without— it’s pretty good stuff, and the combination mat for small theatres has seven ad mats (not revised!) two publicity mats, all for 35c at National Screen. Pier Angeli has a sultry role in this “Caught in the Casbah” type of picture, which will suit audiences who like thrills and excitement. 7 his is an especially fine example of the style that is becoming more prevalent on amusement pages, ivith plenty of white space, anil outstanding use of portrait halftones in strong display, to sell an array of stars. “Giant” has a number of such newspaper advertisements in use, and you will find others in the press books and the trade papers, for various big pictures. We cite this as a typical, and beautiful example — for the adaptation of copy, space and pictures to match. I\ote how the use of the star portraits builds up. how the eye level and interest are raised, how the attraction value is accented throughout this professional presentation. In the original, this corner which we have taken for our own copy was part of the complete newspaper page and devoted to live reading matter — perhaps at a premium rate. But, however, the staggered layout can be used on a full page, or less than a page with fairly equal results. Here you see it reproduced, less than three columns wide, and it is still legible, even to the smallest type. The box at extreme upper left is for the name of the theatre, and was just right for the Roxy, but such a signature, for perhaps the Paramount, could go up and down the lefthand margin — for there's room, either way. Also, in the Roxy original, they devoted the bottom of the ad space, where it now indicates "theatre" — to their stage show, and you can do the same with your short film program. We are proud and pleased to show you such excellent advertising, with credit and courtesy to Warner Brothers for leading the way in this excellent selling appoach. SECRETS OF THE REEF— Continental Distributing Co. “Secrets” for your box office success, an entirely new entertainment experience in the fantastic and wonderful world of nature. A true adventure more amazing than fiction, produced by Marine Studios, in Eastman Color, and photographed, for the most part, under the clear water of Florida’s marvelous “Marineland” permanent museum and acquarium of marine life. A picture that can play for months on end in art theatres, and will have strong support and approval from school or opinion groups in any situation. You can make friends and influence people to like the movies by showing them “Secrets of the Reef.” Good press sheet carries practical advertising, with suitable ads and accessories sufficient for all types of theatres. The entire fourpage center fold opens to a full one-sheet size to advertise your coming attraction, and it will get and hold attention on merit. Film has come out of friendship of celebrities in science and film skills, who aspire for an Academy Award for this very special picture. One of the attractions you should reach out and get for extra runs. This is an opportunity to make friends with school authorities at the beginning of a new school year. Special guest tickets or previews for teachers, opinion-makers and civic leaders will pay off. Take pains to tell them — and the Florida seasoncrowd, that this is a wonderful picture. CARROLL BAKER TENSION AT TABLE ROCK— RKO Radio Pictures. A man like “Shane” — with the suspense of “High Noon.” Wherever he rode, his past was always ahead of him! She branded him with a lie that grew into a legend. Who will be the first to crack? Another showmanship campaign from the showmanship company, with a pressbook full of good suggestions. 24-sheet and all posters have strong pictorial art that punches out the selling approach, and the same theme is repeated in the newspaper ads. You’ll find it new and different, for this unusual western. Herald keys the campaign with close-up of four sets of eyes, and the theme advertising slant, in strong display. You’ll find these eyes and the loaded pistol pliable enough to use in many ways, all forcefully and with direct aim. There are some very large newspaper ads, but the idea is contained in smaller space, through a variety of sizes and shapes. The 35c combination mat from National Screen has seven ad mats. MANAGER'S ROUND TABLE SECTION, OCTOBER 27 1956 45