Independent Exhibitors Film Bulletin (1952)

EXPLOITATION PICTURE HOT B. 0. TEAM IN GOB GAGS M. & L. Get Assist from Paramount Every so often a film comes along that apparently requires no selling, "Just put the names on the marquee, open the doors and get out of the way. may have been an accurate axim during the lush years, but the sadder and wiser theatreman today knows that even the hottest hoxoffice names require top-drawer merchandising to make money. And the exhibitor who is laxly content to play a picture on its own. without grasping the opportunity to plug it to its full potential is tossing away his contingency fund for the leaner days. Without doubt, the comedy team of Dean Martin and Jerry Lewis is one of the most magnetic marquee attractions today. There is little doubt that the hoxoffice w ill have a busy time when they are on the screen, and "Sailor Beware" is an ideal vehicle for their talents LEWIS LOOKS Corinne Calvet, LEWIS LOVES In addition, there is the luscious Marion Marshall and a bevy of Paramount beauties to add to the attraction. But to make the most of a good thing. Paramunt chief boxofficer Jerry Pickman and his staff have set up a topflight ad-publicity-exploitation campaign. How strongly this is paying off can be easily ascertained by a look at the grosses in the early releases, where house records are being broken. In all of these situations, full use was made of the exploitation possibilities. Navy co-operation was solicited, and a poster — available to all — featured Martin and Lewis as part of the Navy recruiting pitch. It made the public aware of the film and kicked off the "want-to-see" factor. Blowups pegged the gag recruiting sign, used as a lobby teaser, and the Navy was lavish in its cooperation. In some areas, a group of Navy men were invited to a special screening and their reactions were worked up into an intriguing lobby board with photos and quotes. Staffs were outfitted with sailor hats — cashier, ticket man, ushers. Scenes from the film were used to excellent ad\antage. In one, Lewis, who is assigned to a submarine, is finally lashed to the periscope to keep him from getting into the works below. Around this, the exploiteers have built a gag for the lobby which plugs the playdate and excites plenty of curiosity as a teaser. This is the kind of showmanship thai builds a satisfactory attraction into a smash since every viewing patron is a walking advertisement for the film. The company has also made available four rib LEWIS LANGUISHES LEWIS LEERS tickling, ticket-selling trailers available for TV plugging. Two run for a minute each, the others are 20second spots and are available in one package from National Screen Service. The regular trailer, also from NSS, gives titillating samples of the hilarity thai characterizes the film, with emphasis on Martin, Lewis, the beautiful girls and songs. A bevy of four new numbers, two of which are nearing hit parade prominence "Never Before" and "Sailor s Polka" -offer more sales ammunition. The tunes can be combined with a "See and Hear" Board in the lobby, carrying copy like: "See!!! Jerr\ Lewis as a punchy fighter, a hula girl and a goof\ gob! . . . Hear!!! Dean Martin sing, etc . . ." w ith a recording of the songs as background. STUNTS Several good stunts and gags are suggested in the press book. Some were mentioned at left, such as the outfitting the staff with sailor hats, and the periscope gag. The former can also he tied in with men's and women's hat stores, featuring the sailor hats with picture stills and a tie-in line. The periscope idea gets across the sea angle with a dummy 'scope in the lobby (set up quite simply with two mirrors). A still of Martin and Lewis is visible at the other end as you look into the periscope, along with copy: "Martin and Lewis in 'Sailor Beware' starts next Thursday." The viewing end is highlighted by a sign reading: "Take a peek at the hilarity heading your way." A good way to post the title around town is to make up a large number of circles to look like life preservers, possibly with a still of the stars in the center, captioned "Martin and Lewis are in the Navy now in 'Sailor Beware', coming to the Blank Theatre (date)." Thick rope, similar to tow lines, can he used cleverly for display purposes to spell out the titV, and can be hung from the marquee or in I lie lobby. Another idea is a blow-up of Lewis with a caption, "Wait until you see the boo-boos I make in the Navy in 'Sailor Beware'." NEWSPAPER ADS Below, several of the display newspaper ads available in various sizes, and a pair of the teaser-. 18 j3 SAlK*