The Exhibitor (1954)

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Volume 51, Number 19 March 10, 1954 PAT CROWLEY, IN FOR PARAMOUNT'S 'FOREVER FEMALE," EYES THE COMERFORD, SCRANTON, PA., MARQUEE, AS ED McGOVERN LOOKS ON. There’s Nothing Like A Tour For A Buildup Paramount Sent Out Luminary Pat Crowley To Meet The Press, Exhibitors, TV, Radio, And Public Pat visits her birthplace, Olyphant, Pa., and is mobbed by well-wishers led by George Morris, far right, manager, Granada. She also broad¬ casts as WOAN's Bill Pierce stands by admiringly. NEW technical achievements deserve credit for bringing many persons back to theatres, but exciting new personalities and stars are always neces¬ sary to keep them there. Therefore, it was no surprise when Paramount arranged a star build-up for Pennsylvania-born Pat Crowley, who has appeared in “Forever Female,” followed by “Red Garters” and “Money From Home.” Jerry Pickman’s advertising-publicityexploitation department decided to em¬ ploy the same successful technique with her as it did in introducing Shirley Booth, Rosemary Clooney, and Audrey Hepburn to movie audiences. The trek began in Buffalo, and before it was over she had visited more than 30 cities all over the nation, concentrating on Pennsylvania, as she was born in Olyphant, Pa., and claims Scranton, Pa., as her home town. The smiling brunette was an immediate hit wherever she went with exhibitors, newsmen, on radio and TV, at fraternal and civic luncheons and fashion shows, and with the fans. On those occasions that Miss Crowley’s tour carried her into an exchange city, Paramount office employes turned out in force to welcome the young star. She made just as much of a hit with them. While on her tour, she conducted an anti-tomboy campaign, advising girls everywhere to dress like girls to get their man, and this garnered plenty of news¬ paper space wherever she went. Accom¬ panying her on the tour was Blake Mc¬ Veigh, Paramount home office publicist. The Paramount build-up was also working with equal success on other fronts. Syndicated columnists who inter¬ viewed the starlet in New York devoted reams of copy to the young actress, and many national magazines were featuring her in feature layouts. She was also mak¬ ing a fine showing as a cover girl, appear¬ ing on Cue, Look magazines, and others. Seen here are some photographic high¬ lights of her trip. 9