Boxoffice (May 17, 1952)

apenas sess SS on Paramount Using New National Ad Campaign Twist for Ladd Film Paramount is attempting to “pinpoint” potential ticket buyers in its national campaign for “Red Mountain,” via insertions in a number of “pulp” magazines for western, romance, adventure, detective and mysery fans. Also on the list is the full complement of fan magazines, and one insertion in Look. There is an interesting implication attached to this campaign. Obviously, it considers the film content and story, and the specialized appeal of star Alan Ladd. The latter’s faithful followers are the readers of both the fans and the whole range of the “pulps,” the first predominantly female and the second male, with a scattering of female readers for books like Ranch Romance, which is included in the pulp list. The Pulps Are Cheaper Cost is evidently a factor, too, not so much the fact that the “pulps” are much cheaper, but in that there exists the possibility of reaching more prospective ticket buyers per advertising dollar. In other words, the concern is not with the amount of circulation, but what returns there might be from such circulation. Example: one of the women’s magazines which might deliver a circulation of millions might not reach as many prime customers for a film like “Red Mountain” as might the list of pulps, with one-fourth or less the circulation, but with the kind of readership which goes for such a film. Any national consumer magazine or list of magazines is bound to contain a varying amount of “waste” circulation for any film, even those with the broadest of possible appeals, and so, of course, is any list of pulp media. But the gamble with the pulps is much less in terms of dollars, and the kind of readership is much more certain, too, Ladd the Commodity Chief commodity which Paramount is selling in “Red Mountain” is Alan Ladd, and Ladd’s appeal to and hold on the fan magazine reader and the adventure, western-romance and detective devotees are only known factors in attempting to do a national ad job. The ads, therefore, even the one for Look (in color), sell Ladd first, rousing adventure second, and romance third, both in art and copy. Thirteen magazines are included in the pulp list in the across the board buy, with such favorites as Masked Rider Western, Texas Rangers, Thrilling Western, Popular Detective and Startling Stories among them. 10 caprencgneg nnn ere aes MAGAZINES Seer ap Sane nnngnnanipnnanntntnnenanannenaanArntnnatheOnnanrnennnnennsarapnmaneesnnmerarremnnnnae nny m > DLA SOOO VOT PC ON ON ASTIN U UCT COIN THe 0 No dd TRAC Hele we VUC A CoC eve Levan Wee ALAN LADD scorr te eer pe abe KENNEDY eS wesiss sess IRELAND «.... se RED MOUNTAIN STAINED BY THE LLOOD OF THE WESTS GREATEST HEROES One of the frontiers epe adventures teectnles to the screer Does t WILLIAM DIETERLE . ivi Lin ae Gomer P ty George F Sani ond On A PARAMOUNT PICTURE “Red Mountain” national advertising is utilizing big campaign in the action—adventure—romance “oulp” list, the full complement of fan magazines, and Look (in color). Ad, however, is essentially the same for all media. It sells Ladd first, over-all adventure and action next, and romance last. ‘Singing in the Rain’ Gets Top Mag Tribute Seven months before the end of the year, Seventeen magazine hails MGM’s “Singin’ in the Rain” as “Musical of the Year” in a special four-column picture story which also terms the film as “the best musical in years.” May movie of the month accolade goes to Paramount’s “Anything Can Happen.” Other checklist films are “Belles on Their Toes,” “Robin Hood,” “Pride of St. Louis,” “Jour De Fete,” “Deadline—U.S.A.” and “Faithful City.” Usual monthly profile highlights MGM starlet Nancy Davis as “a soon-to-be glittering star” and credits “Shadow in the Sky.” Paramount in Co-Op Contest Paramount is offering a prize of one day’s work at the studio to the person selected as the “Ideal Girl” in a photo contest sponsored by Paramount, Ideal Publications and the Mutual Broadcasting Co. The contest was officially announced in the May issue of “Movie Stars Parade” and plugged daily on Mutual’s “Ladies Fair” network show. Alan Ladd is one of the judges panel, together with William Cotoon, publisher of Ideal Publications. Prevue Makes Its Bow As Newstand Magazine With its original format completely revised, Prevue, digest movie magazine, made its first appearance on newsstands and in theatres on April 25 with the second edition due on May 20. Publisher Stephen Saunders, an exhibilor in Carmel, N. Y., states that the first issue printing is 600,000, that the second will go three-quarters of a million and that by the July issue he expects to near his primary goal on one million circulation. About 20 per cent of the first issue is in theatres. The rest, on newsstands, is being handled by Leader News, whose regional and area dealers control about 100,000 newsstands nationally, including all key cities. Theatre circulation is expected to jump sharply for the second issue, and continue to rise, according to Saunders, with each succeeding issue. Since Prevue now has a price tag of 10 cents the magazine’s publisher explains, he decided to test its sales appeal mostly on newsstands and only partially in theatres, at first. The original concept of Prevue’s distribution, remains pretty much intact, however, according to Saunders. It is still intended primarily for theatre sales and with the 10-cent price, he points out, can return a monetary profit as well as stimulating interest in motion pictures. With either the second or third issues, at the latest, Prevue will begin circulating in theatres serviced by the big concessionaires. With this distribution, the publisher adds, motion pictures covered in the magazine will get primary, major city, key house circulation as well as in independents and in smaller, neighborhood circuits. Trio of Fox Pictures Captures May McCall's McCall’s current May issue is pretty much a 20th-Fox affair, with a total of nine pages devoted to three features— “With a Song in My Heart,” “Belles On Their Toes” and “Outcasts of Poker Flat.” Movie of the month award goes to “Belles,” via a pictorial and editorial twopage spread; a full page layout on Anne Baxter credits “Outcasts” and a six-page feature piece on “Jane Froman: Courage Unlimited” profiles the singer and credits her “With a Song” biography. Pocket Book Help The American News company is putting on a special drive in 46 key cities on behalf of Avon Books’ 25-cent pocket movie edition of “The Outcasts of Poker Flat.” The 46 offices are supplying dealer lists and will cooperate in local level ties with exhibitors, and are disseminating promotional material for window and in-store displays which have been prepared by Avon. PROMOTION SECTION oe le eeeeeEEEOeeeeeeeeeeeeeeeeeeeeeeeeeeeeee Se ee oe