Boxoffice (Jul-Sep 1962)

• AULINES & EXPLOITI PS • 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 Grimm' Receives Three-Way World Premiere Campaign Fairy Tale Frocks, New Store And Films Are Introduced In One Big Promotion Pew things are more delightful to a showman than a good promotion that comes to him unlabored and unasked. It was the good fortune of Bobby Goodfriend, advertising-promotion director for Durwood Theatres of Kansas City, to receive such a thrill from a buyer at Kline’s big department store. The feminine voice explained she had received some promotional material from Joseph Love, Inc., in regard to children’s Fairy Tale frocks adapted from “The Wonderful World of the Brothers Grimm,” and asked Goodfriend if he had any suggestions. EARLY IN SUMMER This was the beginning of summer, around the first of July, when booking schedules and exploitation arrangements were still indefinite. But with the instinct of a true showman, Goodfriend excitedly felt this unsolicited nibble might be a “big one,” not just an ordinary window card tieup. So, although he had no definite ideas at the time, he suggested that the buyer arrange a meeting with the president of Kline’s, Jack Smith. This was quickly done. Kline’s, it developed, was ready not merely for a department promotion; the company was opening a new branch store in the Ward Parkway Shopping Center, in one of the better class residential sections, and was ready for a gimmick of large scope to announce this addition. So rough plans for a cooperative promotion grew by leaps. Dale Lundhigh, Kline advertising manager, was called in. HIS ‘PROUDEST’ CAMPAIGN When the initial conference was over Goodfriend had the makings of the “proudest” showmanship achievement of his career, a promotion which MGM and the Love company are using as a pilot tieup in other cities. The work really began. After the conference at Kline’s, Goodfriend hopped a plane to Dallas, where he laid the project before Emery Austin, MGM exploitation director. Austin assigned Ed Edmiston, MGM field representative, to work with Goodfriend, Kline’s and the Love company. Goodfriend called Kline president Smith Shown at right is one of the ten windows arranged in Kline's downtown store at Kansas City in a three-way tieup with "The Brothers Grimm," Fairy Tale frocks and the opening of a new suburban store by Kline's. from Dallas and set up a second planning conference. “The Brothers Grimm” was to premiere at Dur wood’s Empire Theatre August 8, and Goodfriend wanted t® make all possible use of his windfall tieup. Plans for a three-way world premiere were agreed upon at this second conference of: • “The Wonderful World of the Brothers Grimm” at Dur wood’s Empire. • Kline’s new Ward Parkway store. • Joseph Love Co. “Brothers Grimm” adaptations. The first big event was a “world premiere showing” of Joseph Love fashions in the Ward Parkway covered promenade in front of the new store, starting at 1:30 p.m. Sunday, August 5. This featured nine costumes worn in the film, supplied by MGM, and modeling of Fairy Tale frocks by Love by 15 Leawood boys and girls. Lynn Rowan, Kline’s, produced the show and gave the commentary. Music was supplied by three members of (Continued on next page) Sandra Gale Bettin, ballerina in one of "The Brothers Grimm" sequences, appears with Hansel and Gretel at Kline's fashion show in the new Ward Parkway Shopping Center. 14b\T)EHFUL mmmp Brothers GBMM jsM ■ HRS*8 BOXOFFICE Showmandiser : : Aug. 27, 1962 — 137 — 1