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20TH-FOX EXECUTIVES ATTENDING THE PHILADELPHIA MERCHANDISING MEETING ARE SEEN SEATED ON THE STAGE OF THE ERLANGER IN THAT CITY.
A Merchandising Tale Of Two Cities
In This Case, It Was Written By 20tli Century
Fox’s Peak Conferences
At the New York session, Al Lichtman, director of distribution, left, and Charles Einfeld, vicepresident in charge of advertising-publicity-ex¬ ploitation, confer on several major points.
AS it often has in the past, 20th Century-Fox recently took the initiative in merchandise planning with two exhibitor sessions in New York City and Philadelphia, playing host to film men to provide an extensive, downto-earth discussion of how its product could be sold to the public.
The first confab, at the New York offices of the company, saw more than 150 of the country’s leading theatremen hearing a strong pre-selling program by Charles Einfeld, advertising-publicity-exploitation vice-president, and members of his department.
About a fortnight later, the same pro¬ gram was repeated for exhibitors from ^he Philadelphia, Washington, and Pitts¬ burgh exchange areas at the Erlanger, Philadelphia.
Coming on the heels of the annual sales convention, which placed stress on a mer¬ chandising clinic designed to bring to
light every and all distribution-exhibition problems, the special meetings carried through on the policy that long-range showmanship on individual films is the new industry guide post to boxoffice success.
Following the opening addresses, de¬ partment heads detailed plans for the releases scheduled the first six months of 1952.
Then the 20th Century-Fox “project officers” (men assigned to work up com¬ plete campaigns on individual films) de¬ scribed their activities.
Reported on in detail were “Kangaroo”, “5 Fingers”, “The Pride Of St. Louis”, “De¬ cision Before Dawn”, “David And Bathsheba”, “Phone Call From A Stranger”, “Red Skies Of Montana”, “Viva, Zapata!”, “Return Of The Texan”, and “With A Song In My Heart”, among others.
Graphically presented also were blow¬ ups of ads, trailers, and kits.