Motion Picture Herald (Oct-Dec 1956)

Heinz Promotion Will Take the Family Out “Next year is made to order for the H. J. Heinz Company,” says the New York Times in business news, because the foodpacker. with 57 varieties, will put on an “eat-out” campaign in consumer advertising, to support the national restaurant industry. Actually, the Heinz Company have more than 57 varieties — and actually, the restaurants are our Main Street partners in the plan and policy of “getting the family out” — to the movies, and to dinner. In hundreds of theatre situations, the local restaurant is in on the deal — in fact, probably the sponsor of a scheme to bring the family downtown, along with local merchants. Since it is apparent that Heinz sells canned goods for home cooking, it is even more to be appreciated by film industry as cooperative endeavor. High-Powered Promotion With the inspiration of B. D. Graham, vice-president of marketing for Heinz, and John Sabatos, president of the National Restaurant Association, the motion picture theatre may catch a ride on a fast-moving vehicle with plenty of horsepower. The advertising agency of Ketchurn, MacLeod & Grove, Inc., in Pittsburgh, are placing the cute cartoons, sample of which is displayed in the adjoining column, in four national magazines. The cartoons are not dissimilar to some that have originated with theatre sources, with much the same objective. But, in this instance, we have all the benefit of a strong supporting sponsor, and the professional skill to provide proper copy. The next move is yours — to tie in. Of course, the ideal arrangement would be to bring this advertising from 13 times in the Saturday Evening Post, the New Yorker , and Look, and 12 times in Holiday magazine, down to the local level, with corresponding newspaper advertising done cooperatively to “bring the family downtown.” The cartoons are much smarter than perhaps one sample can prove. But we do have tieups that do work, with many local restaurants, bus companies and downtown merchants who want the public to see their windows and buy goods, at night. The advertising doesn’t even need the old-fashioned “reason-why” approach, for it is so logical and good natured. It isn’t a “hard-sell.” They Have 500 Salesmen The Heinz Company’s hotel and restaurant division has 500 salesmen who make 30,000 local calls on customers every week in the year, and that is about five times as many as any major company »v > * eat out] thewifeyou SAVE MAY BE I yOUR OWN EAT our For Variety in '57 ENJoy HEINZ Varieties Notionol | Rcstouionf I flssociotion i IN COOPERATION WITH THE NATIONAL RESTAURANT ASSOCIATION in film business, or allied arts, can boast, in coverage. In addition, Heinz will distribute book matches, with this theme; advertising mats, which you can utilize, special aluminum-foil ashtrays; posters for inside display, and banners for windows and back-bars — all in addition to local contests, in which you can participate. Who could ask for more, except to ask why not? We have every reason for going along with such a broad-minded campaign, for such community interests. So, why not point to this as a prime example of what the motion picture industry should do for itself? It’s possible that some film industry group might make direct contact with the National Restaurant Association to help tieups with theatres at the local level. Jim Cameron Hit the Road For "W & P" Reports coming down from Canada said that Jim Cameron, Lakehead supervisor for Famous Players-Canadian, at the Capitol theatre, Fort William, Ontario, was going to put his showmanship into action, follow ing his briefing period here with Jimmy Nairn’s cross-Canada crew, and now we have a letter from him with news of how much he enjoyed the special assignment he had with “War and Peace” which took him from his own area to Edmonton and Calgary. He says, he added “sparklers” in developing campaigns in at least twelve locations, for a picture that he believes “adds increased stature to our industry.” Jimmy Nairn has told us that Jim Cameron was “a good speaker” — and so the tear-sheets prove, as he personalized each of the campaigns by his appearance at luncheon clubs and at organization meetings. It pays to bring in a speaker for a special occasion, and he made it effective, in such towns as Moose Jaw and Medicine Hat— and this shows in public appreciation. A unique twist was obtained in musical appreciation for “The 1812 Overture” on long-hair programs, with proper credit to the picture. Don Menzies, manager of the Palace theatre, Calgary, used this tieup, as well as an “Empire Elegance” fashion promotion. The Hudson’s Bay Company, who used to be in film business, spent $5,000 in fashion promotions and other tieups. More than 28 clubs took part in local tieups, and all were pleased and gratified with the reception given the picture. A wealth of material, at the local level, obtained primarily because it wasn’t too, too utterly commercial — otherwise it might have backfired. We hope to see the individual campaigns on this picture submitted for the Quigley Awards competition, and hurry, because the fourth quarter closes on December 31st. Jim Cameron not only found immediate reaction to his barn-storming tour, but he discovered new ideas to transmit to Toronto and Hollywood, for more and better results in the future. He is sending these through, via Jimmy Nairn and Dan Krendel, as ideas to be developed when advance men take to the road for a picture. Colder in Canada Sam J. Berman has been transferred from the St. Thomas drive in to the Roxy theatre, West Hill, Ontario, probably because it’s real cold up there right now. We know all the cold weather comes down from Canada, so they must get it first and send us their overflow snow business. Sam starts with a free Christmas cartoon show. 32 MOTION PICTURE HERALD, DECEMBER 22. 1956