Business screen magazine (1958)

SYMBOL OF PROFESSIONAL QUALITY mm[ mmmw INCORPORATED Films for industry and I e I ey i s i o n 1920 LYNDALE AVENUE SOUTH MINNEAPOLIS 5, MINN. HODJi' Mim, ( RA,s imr THAT'S LATIN FOR "MINE TODAY-YOURS TOMORROW!" TODAY our producers enjoy the finest in color filmstrip processing and service. Don't you wait until TOMORROW to obtain various Manhattan producer services. Manhattan only services producers. "Make Yours Manhattan" Manhattan Color Lab. Inc. 210 West 6.Sth St., New York 2.3, N. Y. Promatian Builds Audiences: (CONTINUED FROM PAGE FORTY) with news or special features in both magazines and daily newspapers. All of this helped presell the hini. We estimate that 6 million persons saw the film during its six-week "premiere" period. In the second, or "Cup Race pre-release" phase, September I to M). additional millions are being covered by tv stations in the top 70 markets who didn't schedule the film earlier, and in 150 additional key cities such as Springfield, Mo.. Roanoke, Va., Binghamton, N."y., and Greenville, S.C. The final series of races for the Cup starts on September 19. Governed in part by the number of prints available, we anticipate that 10 million viewers will see The History of the Aniciiiu's Cup during September. General Dis+ribufion Begins in October The final phase of release will start October 1, when the film goes into general distribution. At that time it will be available to all tv-stations, and to non-theatrical groups as well. We believe the roadshow-on-tv pattern of release has been quite successful in the case of this particular film. Large audiences in major markets saw it when its timeliness in relation to the America's Cup Race was mounting almost daily. There was still another advantage: as with theatrical motion pictures, prerelease engagements stimulate interest in, and demand for, a film. Each major market telecast pre-sells the film for smaller areas — gives it more prestige, more "box-office" appeal. Our experience with The History of The America's Cup may well lead to more specialengagement distribution programs with films that lend themselves to such promotion, as this one did. Strategy Involves Two-Fold Objective As we began working out the distribution strategy we found we really had two jobs: I ) to get stations to order the film, and 2) to get audiences to watch it. We decided to leave the audience promotion to each individual station director, but to give him the necessary tools to do an effective job. A film promotion and publicity kit was developed to help tv stations "merchandise" the film. Each station ordering the film receives a hard-cover kit that contains a 2 x 2 tune-in slide for "program previews," with a sugge:>ted staff announcer's script to be read over; a mat containing four small newspaper or TV Guide ads; publicity releases for local newspaper tv and sports editors; one-line descriptive drop-ins for newspaper program listings; a special announcement for the station sportcaster; an 8 X 10 photograph for newspaper use; and hints on promoting the film efl'ectively. Incidentally, the kit stressed such plus values as the cinematography (by Joseph Brun. who shot the Cinemiracic production. Wiiutfuinmer. and Wiiul Across the ICveri>Ui(les) and the cast (which includes Kenneth Kakos, a youngster currently on Broadway in Sunrise at Campohello ) . \^' • Theater Quality 16mm Sound Projector • Film Safety Trips • Easiest to Use • Lowest in Cost • Lightest in V\/eight i • 50,000 Users ' ■, ju~ ' lia ^ Can't Be Wrong J ■v ' ^f • Lifetime Guarantee ^^*'S& SAl mii Your Salesmen's Pal iWf *B|.^f*3^ ^ Your customer enjoys a [.' {fl^^^HPjfl^fl^ ^ theater presentation on his desk. Sets up easily ... in three minutes or less. You're in with your story You're out "^^ ^ /^ Ideal for large screen projecfion foo. Complete with screert . . . .$298.50 I I Write for Free Catalog * • iTHEH/IRWALDco.i I 1245 Chicago Ave., Evanston, III. ' Phone: Davis 8-7070 ' I 1 • Reversal • Negative • Positive • A & B Roll Printing Peerless Treatment SEttVIC^^kmOKATOr^lES INC. P.O. BOX 7 WELLESLEY HILLS, MASS. HOT STAMPED & TRANSHADO TITLES Produced by Typographic Craftsmen with years of experience in the production of fine titles. Our modern typecasting equipment enables us to use new type for every frame in most of our up-to-date typeface selections. Knigtit Studio 159 East Chicago Avenue, Chicago II, Illinois USINESS SCREEN MA(;.\Z[NE