Independent Exhibitors Film Bulletin (1951)

EXPLOITATION PICTURE PRESOLD 'CYRANO CUES PAY OFF Roadshow Keys General Release It isn"t often that a theatreman receive? a film endowed with the exploitation blessmge that surround Stanlev Kramer"? fourth consecutive film success. "Cyrano de Bergerac." as it goes into its general release at reguJar prices. Let us take a look at the past record: The nose at left belongs to the winner the 195<» Academy Award for best actor. Jose Ferrer, on the basis bis performance in this film: "Cyrano's" roadshow run in 35 kev citv engagements, itself backed by an estimated million dolrs in paid newspaper advertising space, radio and T\ time, has penetrated and saturated the entire country with an swareness of the film, star and quality: a five-week lecture and personal appearance tour by star Ferrer: a two-months" stint by advance men teams that covered every newspaper office, magazine editor's desk and radio-T\ utlets within reach: an impressive backlog of invaluable licity in newspapers and magazines, unsolicited and based i<V£> / w purely on the film's and star's new sworthiness : a heavy school pene^^gjfjt /r tration encouraged by the excellent filmization of the classic Edmond ■^■L^' Rostand play. In this huge pre-selling lies the foundation for the exhibiw^Kr tor's exploitation effort for the regular price showings. The "Oscar"" idenrihcation. of course, is one that can and should be utilized to full effect. The W earlier roadshow engagements add a two-pronged selling aid: lending prestige to the attraction and exciting the "bargain" instinct by contrasting the former advanced admissions with the tag line. "Now at Popular Prices!"" This should be a "mu?t" in even merchandising effort.. Another important ballyhoo stemming from the earlier showings are critics" plaudits earned by "Cyrano" throughout the country. Listed in the bang-up United Artists pressbook issued exclusively for the popular price campaign are excerpts from the newspaper reviews in most of the key cities during the limited roadshow run. The listing is so comprehensive that virtually even theatre location can find clips from a newspaper servicing their individual areas. There is also a long list of accolades from various national magazines and leading women's organizations and educational groups. ^ hile all of the foregoing is built on "Cyrano's" past fame in the earlier engagements, it would be wise to remember that the film in itself has a wealth of selling points in the fiery action, the tender and beautiful love story and in the magnificent, lovable character of Cyrano. One of the best film hucksters in the business. Max loungstein. and his crack staff, have prepared a hard-hitting, extensive campaign for the current release. A carefully selected group of field exploitation experts are alerted for even possible aid to exhibitors in giving the film an all-out bally. Those exhibit. <x who play "Cyrano" have the wherewithal to build the attraction to smash proportions. They should not miss the opportunity. The Academy Award is a powerful bo: stimulus and can be capitalized in striking plays, as well as in conjunction with ad publicity. Above is the giant dispky that show for the first time outside of Hollywood, an a tual Oscar statuette, the cme won by Fertl for his "Cyrano" performance. The display, ■ sured by Uoyds of London, is being tool nationally concurrent with the general release W hile, of crurse. use of this display is 1 ed. variations are easily adaptable to any theatre The front can feature a gilded blow up of til figure or it can stand at the head of the stairway. Alongside would be a Jose Fow cut-out w-ith copy : "The Man with the Sm Who W on the Academy Award." There special still of Ferrer s Oscar which can h blown up and bordered with stills from Ik picture, each captioned with appropriate Aided by the high-powered UA field exhibitors can rig up some real eye-catchers the display line, such as the one above lor the KKO Albee opening. A series of an stills, available irom National Screen, a admirably suited for blowups, and a pair of ft color -40 x 60*s. based on the Life and Imm ieaiures. makestriking lobby displays. SCHOOL TIES During the roadshow run. school dents permuted school children to go' "Cyrano" during regular school hours, a Student Discount Tickets. The same can used for the current run. distributed thron. o. .rial school channels with similar time-off J rangements to visit the theatre during hours.