Boxoffice (Apr-Jun 1961)

• ADLINES & EXPLOITIPS • ALPHABETICAL INDEX • EXHIBITOR HAS HIS SAY • FEATURE RELEASE CHART • FEATURE REVIEW DIGEST • SHORTS RELEASE CHART • SHORT SUBJECT REVIEWS • REVIEWS OF FEATURES • SHOWMANDISING IDEAS THE GUIDE TO _ BETTER BOOKING AND BUSINESSBUILDING College Advertising Teams Sell Archie' Harry Botwick, southeastern Florida regional supervisor, greets Prof. Frank Dunbaugh (left photo) and several class members in front of the Gables Theatre, where "The Last Time I Saw Archie" was screened for Miami University teams competing in a promotion project. At right. Professor Dunbaugh, center, comments on some of the special material furnished his principles of marketing class. At left is Ralph Puckhabcr, special promotions director for FST, and at right is Howard Pettengill, FST advertising Miami U. and Advertising Club Sponsor Successful Competition Arranged by Florida State Office One of the most unusual plans for the merchandising of a motion picture took place at the University of Miami from May 10 through May 24, through the cooperation of the principles of marketing class of Prof. Frank Dunbaugh, associate professor of marketing; the Florida State Theatres southeastern region, and the Advertising Federation of America’s Greater Miami chapter. As a project in team effort, Dunbaugh’s class saw the film, “The Last Time I Saw Archie” at a special screening in the Gables Theatre May 10. The class then ) split into teams of five students each — an account executive, media man, art director, copywriter and a radio and TV director on each team. Their duties included: ACCOUNT CHIEF ON TEAM Account executive — act as chairman at planning board meetings, make final decisions, introducing other members of team for oral presentations, and write and give orally at the end of presentation a short summary of what the campaign does for the client. Media man — pick media and make up budget and schedules for newspaper, radio and TV advertising. Art director — responsible for layout for newspaper advertising, aided TV director with story board layout. Copywriter — write copy for newspaper advertisements, be responsible for choosing main appeal or keynote idea for campaign and principles of AIDCA. Radio and TV director — prepare scripts for radio and story board for television with help of copywriter and art director, and aid media man in choice of stations, and times. On May 22, each team was required to have its complete presentation ready for preliminary judging and the overall contest was narrowed to four final teams. \ These teams had until May 24 to make final adjustments before their presentation to a committee of judges. Judges for the final competition, members of the AFA, were James LeGate, promotion director for the Miami News; A. I. and publicity director. Salzman, who has his own public relations firm; Duke Zimmerman of WCKR, and Curt LeWald of the William Spire agency. Formal presentation of awards to the winning team by the AFA and special awards from Florida State Theatres were made at the monthly meeting held May 24 at the Biscayne Terrace Hotel. In order to assist the students in the preparation of their campaigns, each team was given a kit consisting of a synopsis of the story, the cast and credits, a manual prepared by United Artists, and a selection of photographs. In addition, the complete final shooting script, a tape recording of the complete film, biographies, background stories and additional photographs were available in Dunbaugh’s office. CONSIDERS A SCHOLARSHIP The overall project was such an overwhelming success that Florida State Theatres has proposed an annual scholarship to the university to encourage students in their advertising research. In addition, exhibitor circuits and film distributors from the entire country have watched the development and progress of the experiment with great interest and it is expected that similar projects will be encouraged elsewhere. The winning team included Arthur Kalkin, art director; Mike Janay, media director; Leonard Goldstein, copywriter; Allen Hart, radio director; Gary Lashinsky, account executive. Lobby Giveaway to GIs On 'Archie' Opening The opening day of “The Last Time I Saw Archie” at the Victoria Theatre on Broadway was a giveaway day in the lobby. WINS disc jockey Stan Burns was on hand from noon to 3 p.m. disposing of savings bonds, free admissions to the theatre and GI haircuts. The free admissions went to the first 100 veterans who showed up in their World War II uniforms. Bonds were presented to the former GIs whose Army togs fit them the best and the worst, and to the veteran who related over the radio the best goldbricking story out of his own Army experiences. Uniformed veterans could obtain GI crewcuts in the lobby for the asking. In addition, a group of pretty girls presented passersby in the Duffy Square area on opening day copies of the “Daily Goldbrick,” a mock newspaper dealing with “the progress of the war against sad movies” which an all-girl army led by France Nuyen launched that morning. The girls also signed up honorary members of Archie’s army, awarding them official membership cards in the Goldbrick Club! In MGM’s “Bachelor in Paradise,” Lana Turner will have a wardrobe featuring 28 changes. BOXOFFICE Showmandiser :: June 19, 1961 — 97 1