Boxoffice (Jul-Sep 1962)

Yvette Mimieux portrays a dancing princess in a fairy tale sequence by that title in which Russ Tamblyn, Jim Backus and Beulah Bondi also star. plugs on regular theatre screens. A three-strip trailer to be presented in full size on Cinerama screens throughout the world has been completed, while a 35mm color film strip has been prepared for promotions in schools, clubs, churches and industry as part of the group sales program, similar to the one established for “Ben-Hur.” The program consists of a recorded narration along with the film consisting of 70 frames, detailing the background of the production, stars and the Cinerama process. Five traveling exhibits for use as exploitation tieins with openings have been assembled. Comprised of 52 costumes and selected props from the production, the exhibit also contains specially mounted 40x60 color reprints of key scenes and reproductions of three oil paintings created by Reynold Brown. The five exhibits will rotate among the 45 Cinerama cities in the United States and Canada. In addition, 12 threedimensional portraits of the film’s stars have been created by Joe Smith, famed artist and illustrator. Five recorded interviews with George Pal, Laurence Harvey, Gypsy violins strike up a wild tune as Yvette Mimieux and Russ Tamblyn, portraying the princess and the woodsman, dance to the exciting tempo. Yvette Mimieux, Russ Tamblyn and Jim Backus have been prepared and will be distributed to disc jockeys and radio stations to be used in conjunction with the release of the picture. Music promotions were formulated by DeVal, Inc., publishers of the songs from the picture. In addition to a major schedule of record releases, including LP albums and singles, DeVal has prepared an extensive range of printed music accessories. In this area are special concert and marching band arrangements, symphonic orchestra arrangements, piano and organ folios, single sheet music and a full range of educational instrumental selections, in addition to the regular dance band orchestrations. A special collection of children’s apparel inspired by the picture has been designed by two of the largest manufacturers of children’s clothing in the country. Style Undies is featuring a complete line of children’s sleepwear, including robes, nightgowns, pajamas and lingerie in selected department stores and shops throughout the nation. Joseph Love, Inc., has manufactured a special group of children’s dresses which will be distributed on a national basis to stores and shops. National and local advertising is being placed in Sunday magazine sections of leading newspapers. MERCHANDISING AND PUBLICITY TIEINS Both manufacturers have created special hang-tags crediting “The Wonderful World of the Brothers Grimm” and have notified their sales forces to set up window displays and fashion shows to spotlight the new children’s fashions. Photographs and feature stories also have been prepared to send to the women’s pages of local newspapers where the picture will open. Maria Van Slyke, reporter, feature writer and well known publicist, has been sent on a nationwide tour to visit editors in the cities in which the picture will play. She is supplying newspapers with special features and art for sections devoted to coverage of women’s news and is calling on columnists and radio and television personalities. Western Publishing Co. has published a deluxe, full-color souvenir book. The books will be sold in theatres with the engagements of the picture and will be used in exploitation and publicity activities. Laurence Harvey breaks in on a romantic interlude between his brother Jacob (Karl Boehm) and Jacob's fiancee, Greta Heinrich (Barbara Eden). 32 BOXOFFICE : : July 9, 1962