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EXPLOITATION PICTURE
'Paris' Is Gay, French & Saleable
ABE, RAY & GEORGE BOLGER
The Star Dunces with Two Other Famous Americans
Happy, breezy entertainment with lots to sell for the eye, ear and funnybone, Warners' gay Technicolor musical comedy? "April in Paris," has plenty of angles for the showman. There are the stars. Doris Day and Ray Bolger, two of the most personable and talented players in Hollywood. In addition to her eye appeal, Miss Day has garnered an avid fan following from her records and radio show, while Bolger's stock has ijone zooming with his tremendous one-man show in "Where's Charley?" In addition, there is a French newcomer. Claude Dauphin, who has had the critics turning cartwheels as to his future on the basis of his performance in this once.
Fraught with even more exploitation possibilities is the French theme, spearheaded by a contest offering free trips to Paris for a week's stay in a tie-in with Air France and the French Government tourist office. Contestants answer "Why I Would Like to Spend April in Paris" on special entry blanks supplied to
participating theatres Iplaydates between Dec. 25 FRENCH POSTCARDS
and Feb. 14 for eligibility) and a series of special accessories will be supplied to herald the contest, including a special advance trailer, a large rules poster (below, left) for the lobby, "Wonders of Paris" posters and several other items to plug the contest. Details and suggestions for handling the
contest are outlined in the press book.
CONTEST
CAM M YOVM VIA AM FB ANCI 1M LUXUKY WMLD-WIM AMtLMM A MOt WAT IN PARS
AWARMD IN HONOR Of
TKHHKOLM MUSICAL MM M PAHS
— dayambbay bolocb
WIMNIII WAX H OUISTS *
FRENCH ANCLES
There are a host of stunts and ballys that can be adapted locally to the Parisian background, langing from "French Postcards" (stills of some of the lovelies in the picture in an envelope giveaway I (see below, center) to a special screening for French war brides, with newspaper coverage. Even the idea of promoting a French convertible from a dealer is suggested, with two or three models in abbreviated costumes surrounded with hat boxes and, perhaps, French poodles.
Travel agency tie-ups are a natural, of course, keyed to the line "Why Not Spend April in Paris?" Special 8 x 10 Color-Glos and other stills would be worked in for the tie-up.
Another idea for a tie-up is a co-op with a department store or a contact with the newspaper's fashion editor for the Parisian fashions displayed in the film. A special set of fashion stills is available, featuring the Leah Rhodes designs for Doris Day's costumes.
MUSIC PROMOTION
The songs from the picture, combining several old favorites with the Sammy Cahn-Yernon Duke new tunes, are fine for housebreak plays, lobby music, disc jockey plugs, or even an Amateur Song Stylist contest from the radio station. The Columbia "April in Paris" album could be used as prizes.
NEWSPAPER ADS
IACK «OS£ — MELVILLE SHUVtLSON ~