Independent Exhibitors Film Bulletin (1952)

Exploitation and Merchandising (Continued from Page 17) zine group also is embraced in the campaign. Publications appealing to school students, like Boy's Life, Scholastic Magazine, and such, are getting the ad treatment, too. * * * Universale stress on personal appearance by stars, particularly those newcomers who have demonstrated their potentialities as the stellar lights of tomorrow, continues apace. Alex Nicol, who co-stars with Loretta Young and Jeff Chandler in U-I's "Because of You" is the latest to aid in the key city promotions. Accompanied by eastern publicity manager Phil Gerard, Nicol spent a very full day in Philadelphia for TV and radio appearances and press interviews as part of the events that led to the world pre Cleveland's RKO Palace make a striking display in this Pan American window for "Assignment Paris". A feature of the tie-in was a 7-day trip to Paris, courtesy of Pan American. miere at Bill Goldman's Randolph Theatre, Oct. 29. Without halt, he hopped to New York for magazine and syndicate interviews, whence he will cross the country for further key city promotions. If you see an aircraft carrier coming up Main Street, don't go right out and take the pledge. It's part of the Allied Artists promotion for "Flat Top", which gets its San Diego premiere Nov. 11 aboard the U. S. S. Princeton. In a tie-up with the Naval Air Forces, AA's John C. Flinn has arranged for five 45-foot scale miniatures of the Princeton-type aircraft carriers, mounted on wheels, to tour the country in connection with the film. Their exhibition will be handled by the recruiting branch of the NAF, which will work closely with AA on both the premiere and subsequent showings elsewhere. Quite a stunt, we would say, and right in line with Flinn's recent promise of all-out promotion. Universal-International has set a "saturation television spot advertising campaign", claimed to be the first of its kind, for the world premiere of "It Grows On Trees" at the Paramount Theatre in New Haven, Nov. 5. The spots, which range from 20 seconds to one minute, will be used during station breaks on New Haven's one television station. How much more saturated can you get? * * * Young George Winslow, the frog-voiced youngster who is spotlighted in 20th-Fox"s "My Pal Gus", is getting a huge buildup in what distribution chief Al Lichtman has described as "unusual distribution handling." The company considers the film a natural for holiday release between the Thanksgiving and Christmas season. More than a dozen individual publicity breaks, featuring the lad whose deep voice has convulsed radio audiences, have already been set in leading fan publications, as the initial phase of the national campaign planned by the company. The youngster is headed for one of the biggest kid buildups in recent years. * * * Columbia's release of Stanley Kramer's "The Happy Time" in New York and surrounding communities gets a boost from Herb Sheldon's WNBT show in a deal which will send a complete family on a fullweek's all-expense vacation to Miami Beach. Sheldon is running a contest for two weeks until Nov. 7 to find the "happiest family in town." The broadcaster is asking for "no box tops, coupons or other gimmicks." Just a letter in 50 words or less telling why the writer's family is the happiest in town. For the winner, the tie-up includes a complete beach ensemble from Nat Lwis, a set of streamlined Dale's luggage, Eastern Airlines Passage to Miami Beach, a stay at the Lord Tarleton and pocket money of $150— and of course, a "Happy Time." "0. Henry's Full House" was a natural for dis\ tribution of 0. Henry candy bars by 20th-Foo star Ava Norring at a special screening for Neu York City high school editors. 20th Century-Fox's opening of "Snows oj Kilimanjaro" at Detroit's United Artists Theatre was a full-scale Hollywood-type perj miere — and better. Kleig-lights, thousand^ of spectators jamming the area, a half-dozer models in "Kilimanjaro White" gowns as hostesses, notables galore, African masks and ritualistic articles for the guests to b(, mugged against, and a dirigible flying overj head for the occasion. When was the last time a dirigible flew over your theatre, Air. Grauman, to herakj the premiere of a movie? * * * 20th-Fox's exploitation arsenal for the $7500 exhibitor's showmanship contest proj motion for "Something For The Birds" inj eludes a record total of 11 special accessories as campaign tools. Among them are: a complete showmanship kit; two free tran-^ scriptions for radio spots and interviews; a full-color plastic stick-on for mounting ot\ lobby doors, store windows, etc.; a post card in full color of star Patricia Neal; free 24i sheets for showmen guaranteeing to post them, and a two-column Edmund Gwenn color-in throw-away mat. Climax of the 16-week drive by Alliance Theatres for showmanship, vending and other extra revenue was the fall meeting Oct. 15 in the Indianapolis' Hotel Severin.. Above, left to right, are Irving Long. Tom Harme son, Matt Welsh, Sam Neall, Dee Long, S. J. Gregory. executive vice president and general manager, William Welsh, president P. J. Dee, J. B. La Plante and Robert George. Page II FILM BULLETIN November 3, 1952