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In Greater Los Angeles an area of... __ ^.wubrr '
KOWL
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New developments on SPONSOR stories
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KOWL'S programming, plus its 5000 watts, appeal MORE to the 1,000,000 persons of the Mexican-American, Negro and Jewish communities in the Los Angeles area . . . combined with the programming and power are distinctive radio personalities who sell these big markets.
5,000 BIG WATTS 1580 Kc
Santa Monica, California
Represented nationally by George W. Clark, Inc. Chicago, Illinois New York. New York Daren McCavren Agency San Francisco. California Dora-Clayton Agency, Inc., Atlanta. Georgia
150 radio, 80 TV stations tied in merchandising (above) with "Beast" spots
See: "Movies on tin air**
Issne: 8 September 1952, p. 38
Subject: Warner Bros.' 8200.000 air drive for "Beast from 20.000 Fathoms"
Warner Bros.' $200,000 mid-June air push to promote the company's newest release. "Beast from 20.000 Fathoms." proves once again that Hollywood takes no half-way measures. In less than a \ ear, Hollywood graduated from the "King Kong"' approach to "The Beast"' — from a localized saturation TV campaign to a "supercolossal" national splurge.
To avoid the stock exhibitor complaint that promotion comes too far in advance. Mort Blumenstock. Warner v.p. in charge of advertising, exploitation, and publicity, keyed the air campaign to bookings in one of the costliest, most-concentrated 10-dav air splurgeyet undertaken. Y\ arner Bros, rushed the film into as many movie theatres as possible for simultaneous opening. B\ mid-June, with 1.500 bookings confirmed. "The Beast took to the air on over 80 TV and more than 150 radio stations.
Sixteen different T\ teasers ranging from 20-second to minute trailers were shown. These announcements plugged key-city openings, ended with telops giving the names of three major movie theatres in each city which featured the film.
Among other major movie companies using the air media is 20th Century-Fox, which studied the effects of showing preview-trailer? on TV througli its tie-in with CBS TVs Toast of the Town. In July . says Charles Einfeld. v.p. in charge of advertising, publicity, and exploitation. 20th Century-Fox will kev the TV campaigns for "White Witch Doctor" to local area premieres. The campaign will be tied in, as often as possible, with special, station-sponsored promotions. 20th Century will vary its trailers in keeping with the audience and section of the country.
BKO. pioneer in use of air media for movie promotion with its "King Kong."" will re-release '"Mighty Joe Young" this summer, with $55,000 in advertising support. The opening of the film in four e\< liange areas will be promoted bj nine trailers in a $35,000 T\ campaign. Remainder of the budget will go into newspapers and an unusuallv heavv merchandising effort. * * *
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