Motion Picture Herald (Oct-Dec 1956)

Beilina in a S'rpproac L TEAHOUSE OF THE AUGUST MOON— MGM. CinemaScope in MetroColor. Joyous entertainment event! All the fun of the hilarious stage hit, with Marlon Brando as the rascal, Sakini; Glenn Ford, as eager beaver Capt. Frisby, and Machiko Kyo, as the geisha girl, Lotus Blossom. An international success, for an international association of motion picture showmen — made in Japan, to tell the story of Okinawa. Lovely Ladies, kind Gentlemen, happy times await you! A Pulitzer Prize Play is on the Screen — and better than ever! 24-sheet and all accessories play up the distinction and the difference in the advertising approach for this justly famous film. Don’t handle it as you have ever handled another picture in the past, for this is truly out of the ordinary, and the Christmas show at the Radio City Music Hall. Marlon Brando wanted to play this part; this is the 1957 model (Glenn) Ford and Machiko Kyo, will delight you, with her professional skills. Geisha girls are trained to be entertaining, and you’ll find out why. Newspaper ad mats in proper and unusual style for a picture that needs special treatment. Composite ad mat translates part of this into nine ad mats and slugs, and two publicity mats, for small situations, but all tuned down too low and too small, to convey the idea of the picture. Metro originated the composite mat, and they should never neglect it. Four charming Japanese girls are touring the country but will return to Japan on December 20th. Teahouse in your lobby is a good idea — and you can do it easily and inexpensively. FORT LARAMIE — United Artists. In color by DeLuxe. We use this particularly in this World Market issue as just one example out of very many, to prove that our typical American westerns are popular around the world, as they are in the United States and Canada — and fifty-five countries where the Round Table is read. Perhaps this strikes a familiar theme; perhaps you have heard the same story told, but it doesn’t lessen the impact of a substantial western, in our fine color, on our big theatre screen. That’s probably what makes the difference between filmsin-theatres and on TV, stand out, so definitely in our favor. “Revolt at Fort Laramie” is a story of the screaming Sioux who hit while soldier was massacring soldier, inside. You’ve heard the story but your audience will enjoy the excitement, of a three-way battle between the Rebel, the Yankee and the Sioux, head-on. Everything you need to advertise a western— your audience can probably write their own ads and all you have to do is to pry them away from their television sets — where they can get from 12 to 20 movies for free every day. YOU CAN’T RUN AWAY FROM IT — Columbia Pictures. CinemaScope in Technicolor. The funniest movie in perhaps twenty years — because this is a remake of “It Happened One Night” — which made movie history, twenty years ago. June Allyson, Jack Lemmon, Charles Bickford in a film-story that has made millions laugh. You can go to hotels, motels, hotspots, hide-aways, the hinterlands — but you can’t run away from it. It’s love, love, love — which begins on a bus and ends with a bang. You can hop, skip and jump — to conclusions, but you can’t run away from this comedy theme. It happened to a girl with millions — and a guy with a press pass — the happiest up-beat love-affair that ever happened. 24-sheet and other accessories picture that historic “curtain” that separated two young folks, in love, and strictly a family picture— for laughter and enjoyment as a family group. Cute newspaper layout pictures two characters, one upside down, the other vice versa — and says there’s nothing wrong, it’s just the way they feel. All newspaper advertising is in the right styling, for size and shape, to fit all situations, but the composite ad mat, selling for 35c is well selected to supply everything needed for small theatres and drive-ins. Ballyhoo that bus, for it’s a natural tieup for cooperative advertising, (Bed)spread it around in store windows; use those usherettes in pajamas and carrying their baggage, on the way to the theatre, as street ballyhoo. You can use the word “IT” for it. DEATH OF A SCOUNDREL— RKO Radio Pictures. A picture of international flavour, because it portrays an international figure, who was infamous in our history. George Sanders, Yvonne DeCarlo, Zsa Zsa Gabor, Victor Jory and all-star cast, in parts they love to play. The slickest operator of all time — he trampled on men, by day; and on women, by night. He bought them, used them, and cast them aside. He loved them and left them, on a multi-million dollar march to self-destruction! What did he have that made him different from other men — that made so many women his slaves? He promoted millions from a gullible public to pay for his pleasure. His love affairs were fantastic — he took what he wanted, as long as it could help him make a dollar! 24-sheet and all posters sell the central characters in strong pictorial art for your marquee and lobby display. You can use this material to your own advantage, at lowest cost. Newspaper ad mats convey the story to millions with a glance, and the assortment is varied and unusual for size, and shape. The composite mat, selling for 35c at National Screen, contains seven ad mats and slugs, and two publicity mats, all well selected for small situations. A Small Town Theatre Has Auto Show Frank P. Kennedy, manager of the Royal theatre, Aurora, Ontario, submits his first campaign for the Quigley Awards, and it rings a bell in this Round Table meeting, because we’re all aware of the Automobile Show — and alert to this event — as a business factor in theatre operation. This local show, in a town of 3,000 population, for a theatre seating 315, was conducted at a total cost of $14 for the campaign, in cooperation with the weekly newspaper, the Aurora Beacon. The car was a Dodge, the dealer was McQuarrie Motors — and it only took four hours talking to close the deal! Meaning that it does take some selling, but it still works, perhaps all the better for having overcome the resistance. It was a 1957 Dodge, too, and it was presented under wraps and unveiled with a fanfare of publicity— along with four other models, in the theatre car park, adjoining the box office. The tarpaulin covering the new model was clearly marked “Don’t Peek!” and the suspense was built up, along with the B. O. The deal opened at the theatre on a Thursday, with the dealer making a guarantee of $150, when average business for that week day was nearer $40. Full-page newspaper advertisement, which are not commonplace in Aurora, and terrific window and front displays, all paid for by the sponsor, made this a selfpaying event of importance in any situation, to say nothing of a small town like Aurora. Climax to the campaign was another complimentary ad from the dealer, with “Thank You, Aurora” as a headline — and the newspaper itself gave the stunt a follow-up editorial boost, with its own appreciation for good promotion. Summary, as Frank Kennedy writes it: Feature film was “The Racers” — with a band in theatre, for free. Free popcorn for kids, giveaway prizes for adults. Business five times above normal for the day, with the dealer selling four new cars, then and there. Candy bar ran six times normal intake, with over 1,000 persons present. TEASERETTES are catching on fast F HahBIB These short, snappy talking trailerettes are just what you've been waiting for. No contracts, no returns. Write for information! FILMACK 1327 S. WABASH CHICAGO. ILL. PLUGS • ADVANCE MANAGERS' ROUND TABLE SECTION, DECEMBER 15, 1956 41