Independent Exhibitors Film Bulletin (1951)

Short Subjects By BARN PHILADELPHIA GAPED last Tuesday (26) at the sight of an armored giant, riding atop the cab of a huge red trailer truck, brandishing a sword and looking as ferocious as all get-out. The big man was Walter Talun, "Goliath" in the forthcoming 20th-Fox production, "David and Bathsheba", and the trailer, a rolling museum of costumes, props, jewelry, etc., used in the film. The Quaker City stunt was the first in a series of stops that will display "Goliath" in some 60 cities spread over an itinerary covering 8600 miles. The giant bally is in the tradition of the sensational circus-type promotions, tours and junkets that were fathered by Charles Einfeld all through his career as a super-publicist, first with Warners and then with Fox. It is the first of a three-prong promotion angled at all segments of the movie-going public. The "Goliath" stunt for the youngsters (of all ages) ; Francis X. Bushman for the more mature groups, and a third angle, still tentative, which will attempt to find lineal descendants of Bathsheba. THE RENAMING of the famous Broadway Strand Theatre to the Warner Theatre has a timing which could hardly have been planned, yet is amazing in its significance. A quarter of a century ago, the first talking picture revolutionized the movie industry and sound, as pioneered by Harry, Jack, Albert and Sam Warner, began a new era in the entertainment world. A few weeks ago, the Strand, first of the modern Broadway movie palaces, was closed down for some prettying up and installation of RCA direct television projection equipment. Before it reopened, the first exclusive theatre television broadcast was received in several theatres in six cities. When it reopens on July 4 as the Warner, in honor of the late Sam, it will mark not only the 25th anniversary of modern talking pictures, but the beginning of another new era in movie history, the large-screen TV show. There will be a special premiere on the evening of July 3 of "Strangers on a Train" combined with a historic re-showing of scenes from the first "talkies". Civic leaders and other bigwigs, including many of those who witnessed the historic 1926 premiere are due to be on hand for the event. ANE OF the most colorful and attractive ballyhoo displays ever launched by M-G-M's Howard Dietz, who has created some of the best, is the "Show Boat" on wheels, currently on tour. Over 30 feet long and standing 18 feet from deck to smokestack, the traveling ballyhoo is a replica of the vessel used in the film. It's so big that special arrangements have to be made with local licensing officials to pull the giant truck and trailer down Main Street, thus grabbing special attention even before hitting town. Fitted out with flying pennants, a moving paddle wheel that turns with water splashing effects, steamboat bell and whistle, and all the other trimmings, including a real dock on which town bigwigs make the welcoming address. Live lovelies in "Show Boat" costume cavort with the bally in each of the locales, promoted locally from stores "JEFFERSON," "GOLIATH," EXHIB Philly Gaped and model agencies en route. The itinerary, beginning with New York City June 20-21, will take the impressive display through Pennsylvania, Ohio, Kentucky, Indiana, Illinois, Minnesota and Wisconsin during July. The traveling "Show Boat" is another prime example of the old-time ballyhoo this industry needs so badly. "Show Boat" will also get the "Closer to Home" theatre screenings treatment originated by sales chief William F. Rodgers. Some 50 such showings have been set, in addition to the regular key city screenings, so that busy theatre operators won't have to make long trips to view the Technicolor musical. WISE SELECTION of films for video advertising has been shown by 20th Century-Fox in its initial use of film clips for a major TV time-buy on every TV station in the New York metropolitan area. The video campaign to kick off the program heralded the world premiere of "The Frogmen" at the Roxy on June 29. The strange and striking undersea action sequences, which will be featured in the TV trailers, are ideal for visual attentiongrabbers. Surrounding programs with youngster, teenage and mass audience appeal were given careful consideration during the campaign, and results will be closely watched by company executives as an indication of the value of this kind of advertising in key cities. Il l IS expanding its video promotion on its film product with a new package designed to plug not only the new pictures, but, even more important from a long-range stand, its new stars. Entitled "Movie Star Album", the new service is set up on a bi-weekly basis, with each five-minute program devoted entirely to the life of a star. The show consists of 20 stills, a transcription of the star's voice and prepared script to enable individual station an nouncers to "interview" the personality. Newcomer Tony Curtis, debuting as a star in "The Prince Who Was a Thief", will lead off the "Album", which, with "Hollywood Picture Flashes", gives the company two regular TV promotions. The latter series, which, two years ago, marked the initial attempt by a major studio to use TV for promotion of its pictures, is now being used regularly by 63 video outlets. TOMPO'S BOXOFFICE drive thls Fall is getting up a head of steam that should see the campaign off to a flying start, considering the caliber of the men who have been designated to lay the groundwork. At the recent meeting of the MPAA's ad-publicity directors' committee, Loew's Howard Dietz was named temporary chairman of an advertising committee which will sift ad campaign ideas to be submitted by the film companies, and Charles Simonelli, U-I Eastern ad-publicity manager, will be temporary head of the exploitation and publicity committee. Two sales toppers and three ad-publicity-exploitation chiefs make up the committee to work with the Exhibitors of Greater New York on the local public relations campaign : Paramount's Al Schwalberg and Jerry Pickman ; 20th-Fox's Charles Einfeld, Warners' Mort Blumenstock and U-I's Charles Feldman. CTAR-MAKER Walter Wanger is on the threshhold of a new player development program. The six producer who launched the screen careers of such stars as Hedy Lamarr, Susan Hayward, Claudette Colbert, the late Walter Huston, the Marx Bros, and a host of others, revealed plans in Hollywood to contract and develop a "minimum of four young and now unknown players." Wanger's announcement came in conjunction writh the disclosure that he plans to form a "foundation" stock company of players, writers, directors, designers and key production associates preliminary to launching his new program of filmmaking for Allied Artists release. AF MEN AND THINGS: Teet Carle has " been named Paramount studio publicity manager by chief Jerry Pickman. A member of the studio publicity department for the last 11 years, Carle replaces Norman Siegel, resigned. . . . Realart's Carroll Puciato was elected a vice-president of the company at the company's recent Board meeting. Re-elected were Jack Broder, president and Board chairman ; Budd Rogers, executive vice-president, and Simon Lipson, Secretary-Treasurer . . . Arthur Greenfield moves over to Portland, Ore., as U-I branch manager, replacing James S. Hommel, resigned. Carl F. Reardon, Pittsburgh salesman, takes over Greenfield's former post as New Haven branch manager . . . The third anniversary of the National Television Film Council, founded by Melvin L. Gold, ad-publicity director for National Screen was marked June 27 with a day-long meeting and special luncheon 22 FILM BULLETIN