Independent Exhibitors Film Bulletin (1952)

Ql bulletin Exploitation & Merchandising EDITOR A L Showmanship, essentially, is that twist to the standard exploitation procedure. It was exemplary in the stunt engineered by Louis Krasnow of the Astor Theatre in Boston. Normally, a life-size blow-up of the very attractive Linda Christian, set up in the lobby, would have served as ample ammunition for the promotion of Columbia's 'The Happy Time", in which she stars. But Krasnow decided he would parlay the stunt into real b.o. lure. How? He took the blow-up of Linda in a kissing pose through town, promoted the use of a Polarioid camera which delivers prints in 60 seconds, and offered a copy to anyone who would be photographed kissing the star (in effigy of course). There were so many takers that a television station requested — and Krasnow quickly agreed — the use of the cutout and the camera on one HAPPY TIME BALLY At top, the life-size cutout of Linda Christian in action in Boston (described above); bottom, the Washington Trans-Lux uses a play on the theme. of its shows. So, in addition to all the attention garnered on the streets, a vast audience of TV viewers were exposed to the campaign. But that wasn't enough for this showman. He promoted a radio contest, offering a defense bond for the best essay on "Why Mine Is the Happiest Family in Town". He worked out multiple tie-ups with the Dell pocket edition of the book. He promoted a "Happy Time" sundae in more than 30 drug stores with window posters, menu and fountain displays. To highlight the newspaper publicity, Krasnow even persuaded Robert Fontaine, author of the book and a local resident, to write several features. Lou Krasnow knows the meaning of showmanship. "Stars and Stripes Forever" is really getting the showmanship treatment from 20th Century-Fox. After veep Charles Einfeld talked about the local level planning at the divisional managers meeting, he swiftly implemented the planning with action. The Sousa film is being heralded for the keycity engagments with a series of teaser ads in local newspapers three pre-opening Sundays in a row. More than 700 lines of "S & S Forever" advertising will call readers' attention to the openings in the local teaser setup. But Einfeld isn't holding back on any of the other angles. On the TV slate is a full-hour salute to the picture on Ed Sullivan's "Toast of the Town". The toprated CBS video show will be televised directly from the Roxy stage, December 21, when it reopens after its refurbishing of stage and orchestra facilities for the huge Ice Colorama Pageant, starring Sonja Henie, and the film will be premiered on the following evening. The pressbook is another masterpiece of planning, with a ninepage section devoted exclusively to the everpopular music and how to merchandise it. There will be no less than 8 record albums of Sousa marches placed on the market, with special dealer-exhibitor contests on the MGM sound-track album. Co-ops have been set up with disc jockies and music stores by the various album producer's, and special attention is devoted to the college and high school band contest, designed to rake in the younger element, as well as their parents. The pressbook, has been made available a full month ahead of the first playdate to ensure every opportunity for advance selling. It's a "must" for every exhibitor. * * * Metro's "Million Dollar Mermaid" is being boosted with six starlets who appear in the Esther Williams Technicolor extravaganza. Each of the half dozen lovelies, swimming specialists, took a two-week tour of the country appearing in 50 cities, meeting with newspaper critics (and photogra ( Continued on Page 24) That Texas Touch Texas has a reputation for doing things on a big scale, and the latest stunt engineered by the moviemen of the Lone Star State maintains that illustrious record. It seems that Texas COMPO is going to take its Motion Picture World Exposition, due to be presented at the 1953 State Fair of Texas, to all parts of the country via a 22-car special streamlined train. The white streamliner, carrying the industry's "Movietime" banner on each car, will present the motion picture's history from the nickelodeon to Cinerama — actual costumes, props, settings, all of which will come to the staggering total of 11,000 items. One of the cars will have a miniature movie studio for screen tests, in line with Leonard Goldenson's idea for a national talent search, to be conducted by Hollywood directors and writers aboard for that purpose. The Motion Picture Industry, it is estimated, will parade before some 50 million people in the Texas COMPO cross-country tour, in addition to the 2,500,000 that will see what makes it tick at the State Fair. That's a lot of population. The Exposition won't be ready for its unveiling before the end of 1953, maybe longer than that. It is, however, the thinking behind it that makes this industry the showmanship leader of the world. To the Texas COMPO co-chairmen, Bob O'Donnell and Harry Cole; to Paul Short, who created and designed the Exposition, and to the studios, all of whom are cooperating, must go a vote of thanks by the entire industry for the tremendous boost in public relations and the resultant boxoffice this cavalcade will evoke. STEIN k ^ * \ W • , TECHNICOLOR ^ ' j -CLIFTON * WEBB is , 'J STARS & STRIPES HERALD The cover and inside spread of the special jumbo roto herald, measuring liy2 x 17 inches, described I in tli<' press book. »agi U FILM BULLETIN Dec.mb.r IS, 1952