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February 18, 1953
Vol. 49, No. 16
JUUE DORSEY IS WELCOMED TO LOEW'S STATE, SYRACUSE, N. Y., BY PRESS AND RADIO PERSONALITIES AS MANAGER SAM GILMAN, REAR, LOOKS ON.
They Got Along Swimmingly
Six Little Girls In Bathing Suits Managed To Garner Record Space For MGM’s “Million Dollar Mermaid’’
Miss Dorsey receives her Philadelphia agenda from MGM's Ed Gallner. Visiting 1 1 cities, she made 26 radio and TV appearances, and was featured in newspapers with lots of space.
Recently mgm sowed six lovely
swimming stars on a 57-city tour, and reaped a bonanza of extra pub¬ licity for the company and the Techni¬ color musical, “Million Dollar Mermaid.” The girls collectively appeared on 124 radio shows and 52 TV programs, and gar¬ nered 36,928 inches of newspaper space.
Julie Dorsey covered the eastern terri¬ tory, supervised by sales manager John P. Byrne and division press representative Arthur Canton; Joan McKellan made the southern tour, supervised by Rudy Berger and Emery Austin; Kathryn Reed, super¬ vised by John P. Maloney and E. C. Pearson, visited six cities in the central area; Maxine Doviatt made the south¬ western swing, aided by John S. Allen and E. B. Coleman; Pat Dean Smith, supervised by Burtus Bishop, Jr., and Ivan Fuldauer, covered cities in the mid¬ west, and Faye Antaky, supervised by George A. Hickey and Ted Galanter,
visited the far west.
The program of each girl provided for interviews in pools with a local newspaper man, at work under water when possible; fashion shows, heralded by cooperative ads; appearances at sporting events, night clubs, theatres, department stores, lunch¬ eons with city officials, dancing parties, Variety Club appearances, Chambers of Commerce, special press parties, specialty shops, high schools, Rotary and Kiwanis clubs, parades, and aquashows.
MGM broke full page layouts of the girls in several magazines and newspaper supplements, and the entire operation stands out as one of the most successful company promotion stunts in some time.
The company and the six lovely mer¬ maids can look at the mounting grosses of “Million Dollar Mermaid” and take pride in a job well done.
Some photographic highlights of the various tours appear on these pages.
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