Independent Exhibitors Film Bulletin (1952)

Exploitation and Merchandising (Continued from Page 16) phers), and radio and TV contacts at each of the cities' most prominent swimming pool. One intrepid scribe even went under water to do his interview. The fieldmen in charge of the various areas supplied waterwings and even underwater fountain pens, for the stunts. A contrast between the bathing costumes worn before Annette Kellerman (the Esther Williams role) introduced the one-piece bathing suit, and the 1953 models (with Cole supplying the itsiehitsies), featured the promotion. What about a stunt like that in YOUR town? * * * When a film is described as being filmed in "darkest Africa", or in "dangerous peril" to the makers and players, it's usually divided by ten and a dash of salt added. Newspaper headlines, however, have given the John Ford production troupe in Mau Mau, with Clark Gable, Ava Gardner and Grace Kelly in "Mogambo'', a pretty solid basis for such description. The recent outbreak of violence in that area failed to pre IVANHOE STUNT Highlighting the classic novel as well as the film, this "walking book" was used in downtown Rochester for five days prior to the opening. vent Ford, who had arrived in Nairobi in South Africa, from starting production. After a 14,000 mile telephone conference with producer Sam Zimbalist, Ford took his company of more than 100 on location, under armed protection of the Lancashire Fusiliers and Queen's African Rifles oi location. When they got into the mountains, the escort took off, since it was felt that a i^roup of that size would not be harmed. However, the company was armed against possible attack and daily reports are carried in the newspapers. When the film is finally completed and the world-renowned stars return, Metro should have plenty of clippings to back those oft-used, but not too oftenaccepted, claims. It should provide plenty of exploitation fodder for the MGM showbovs. The pre-selling on Walt Disney's "Peter Pan", claimed by RKO to be the biggest advance campaign on any film, will include more than 17,000.000 individual pieces of "Peter Pan" merchandise. The Simon & Schuster and Dell & Whitman publishing houses, and RCA Victor will be responsible for most of the crop in the form of books and records. Republic received full-scale National Guard cooperation for its "Thunderbird" premiere in Oklahoma City and the subsequent 1 12-theatre saturation booking through Oklahoma. A statewide radio program proclaimed "Thunderbirds Thanksgiving Week", in the van of a governmental proclamation, following the dropping of three million leaflets from the air, plugging the picture. Arrangements were set up through Major General Roy W. Kennedy, Adjutant General of the Oklahoma National Guard by Republic branch manager David Hunt. General Kenney sparked the local cooperation throughout the state in his directive ordering National Guard cooperation via use of displays of equipment and personnel. It wound up with a city and state co-op, stage presentations to local Guardsmen, p.a.'s of former and present Thunderbird airmen, parades, window displays and a host of other civic and merchant promotions. The best-seller, "From Here To Eternity", to be made by Columbia early next year, is getting a unique assist. The publishing house of Charles Scribner's Sons has assigned its advertising manager, Julian Dedman, to sit in on all casting and production phases of the picture, which already has Montgomery Clift in the starring role. Working with Columbia, the publishing house will explore every possible angle of exploitation on a cooperative basis and effect the tie-ups. Among the possibilities are bookstore window displays, ads and displays in department stores, radio and TV appearances by the author, James Jones, Bookof-the-Month Club tie-ins, library displays with layouts from the picture, special screenings for book editors and radio and TV round table debates on controversial sections of the book and its screen treatment. There's only one hitch in the impressive list of the proposed exploitation. Author Jones is on an extended vacation, touring the southwest by trailer and even his editor doesn't know where to reach him. Columbia hopefully notes, however, that "he will be contacted as soon as he completes his trip next year". *Sliort -Subjects (Continued from Page 19) outstanding business throughout the earl runs, he feels, should make the film th company's top grosser of the last five year . . . "Hans Christian Andersen" ended it fisrt week's New York two-theatre run wit! new house tops at both the Criterion an Paris Theatres. According to RKO, dis tributor of the Goldwyn film, the Criterio: rolled up $64,000, bettering by four thousan its 16-year high, and the comparatively nev Paris was far and away above its best gros with $24,400 . . . RKO's Sol Lesser docu mentary, "Under the Red Sea", topped th Beekman Theatre's b.o. record for the sec ond consecutive week of a scheduled lonj run in New York. The first week beat th all time house record. MILTON R. RACKMIL In JT est Coast Huddles THE U-I distribution top brass were in week-long huddle with the studio biggie to plan production, sales policy and promo tion for the coming year's product. Amonj the principals involved in the west coas confab were president Milton R. Rackmi board chairman N. J. Blumberg, executiv vice president Alfred E. Daff, productioi chief William Goetz, studio general manage Edward Muhl, general sales manage Charles J. Feldman and ad-publicity vie president David A. Lipton, as well as divi sion and district sales and promotion head' The toppers will see five of the recentl; completed tinters, as well as a special Tech nicolor two-reeler, "The World's Most Beau tiful Girls," and the exploitation specia "Girls in the Night." DON'T BE startled if you walk into a Para mount exchange and find your booker — an everyone else making like a hula dancet All branch employees have been instruc.e to wear leis as a reminder to exhibitors t' book the Crosby-Hope-Lamour "Road t> Bali." The adornments were provided b the National Souvenir Company for ever exchange in the country. P«q« 24 FILM BULLETIN December IS. 1952