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Sold by 20th with say they want go
Here’s 20th’ s TOTAL MER
follow It step by step— anyone
STEP NO. 1: Newspaper, Radio, TV interviews with theatre executives discussed history of public’s attitude toward family pictures— Every theatre man can duplicate interviews himself. (Examples are in pressbook supplement.)
STEP NO. 2: After interviews established the importance of public support for “The Trapp Family” to thus insure more good family pictures, letters were then sent to presidents of women’s clubs, PTA, religious groups, parochial and private schools, singing groups, German clubs, offering discounts and busses for large groups. (Letter included in supplement.)
STEP NO. 3: "Family" Contests
A. On TV— Search for the Most Talented Family in the City. Announcements all day with two different contestants appearing daily at 5 p.m. Six-months pass to winner! (Contest trailer copy in supplement.)
B. On Radio — Search for the Biggest Family in the City. Clothing store outfitted winner. Ten radio spots daily paid for by Dodge saying, “The biggest family in town will ride to ‘The Trapp Family’ premiere in the big Dodge.”
D. On Radio — What Do You Know About “The Trapp Family”? Disc jockey reads information from the pressbook. Telephone quiz follows immediately. Ten times a day simultaneously on 2 stations.
E. On Radio— Biggest Family That Calls in Next Ten Minutes. Use day and night. Passes to winners.
STEP NO. 4: BETTER FILMS COUNCIL OF MILWAUKEE sponsored opening because of its interest in better pictures. Sold every seat, hundreds turned away.
STEP NO. 5: Interviews with officers of above on radio and TV— explained they sponsored “The Trapp Family” in order “to prove public will support good family pictures.”
STEP NO. 6: Preview for officers of women’s clubs and religious groups— announced plan for discounts and free busses for large groups and parochial schools.
STEP NO. 7: Full -page co-op ad taken by stores catering to family trade. Copy with line drawing of Trapp family reads: “We like to shop at . . .” (See pressbook supplement.)
C.On Radio— Why My Family Wants to See “The Trapp Family”! Two-week contest. Passes to five winners daily. ( Also done daily in German-language paper. )
STEP NO. 8: Library displays using stock 22x28’s and one-sheets.
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