Independent Exhibitors Film Bulletin (1954)

(Continued from Page 27) — will be applied to another UA film, "Wicked Woman," world premiering Jan. 20 at the Goldman. The Greene-Rouse production will tret the same all-out newspaper, radio-'r\', and display push as he gave the earlier film, with a co-op assist from UA. There'll also be p.a.'s, interviews and special events worked in cooperation with UA field ace. Max Miller. fnterestin;.'; highlight of the "Vice Squad" campaign: So effective was the Goldman display and advertising that I'A issued a pressbook supplement with the Goldman campaign as its basis. Diskers Go All Out For "Glenn Miller Story" Plenty f)f activity afoot for Univcrsal's "The Glenn Miller Story", earn^arked for the biggest promotion in company history. Decca liecords and its subsidiary. Coral Records, arc planning one of their most intensive promotional campaigns for the sound track albums and other recordings by Victor Young and by Sidney Torch and their orchestras in England. The traditional disk jockey fondness for Miller's works should insure a record play (no pun intended). The Viewpoints BERGEN AD RATE SLASH MAY BE IT An opportunity to rid themselves of the abnormally high amusement page advertising rates has been affored exhib'tors with the Bergen (N.J.) Evening Record's revolutionary reduction of amusement advertising January I to regular rates. In his announcement of the change, editor-publisher Donald G. Borg contended that theatre operators should not be victims of advertising discrimination, that movie copy is as much "news " as any other material In the paper. The added interest in Hollywood columns and in other movie copy, he feels, should not penalize the movleman. Several questions will determine whether other newspapers will follow publisher Borg's example: Will the paper gain by the theatreman's incentive to place more display advertising? Will the publisher enlarge the section with more movie copy? Will exhibitors take the opportunity to sell their product more advantageously without paying more? Will bigger ads advance movlegoing ? If the answer to all or some of these queries is yes, there can be no doubt that this will be the first chink in the armor of the publishers that has withstood continued assaults by exhibitors on the discriminatory rates. And if that chink Is in the neighborhood of their pocketbooks, the entire armor may fall apart. While there is a great responsibility placed upon the Bergen area exhibitors to take advantage of the reduced rates, there is also a responsibility on the part of the distributors who co-operate with theatremen on newspaper advertising. Success in Bergen will redound to the benefit of the Industry as a whole. platter spinners of Iowa have formed a "Salute to Glenn Miller" committee, are seeking a "Queen" for the "Glenn Miller Day" ceremonies at the Clarinda, Iowa birthplace of Miller on Wednesday (13th). Star James Stewart, Governor William Beardsley, state and civic leaders and some 40 disk jockeys will head the group participating in the invitational premiere. Wile Reminds of Basics, Offers New Selling Hints Ohio's Hob Wile, in his year-end I TO bulletin, reminds of some showmanship essentials, offers a few new suggestions. Some of the ills: (1) Don't sell every picture as the biggest, best, most colossal; there is something to sell in every picture, choose it carefully. (2) Don't keep a standing line like ".Always Two Big Features" on marquee; it gets both dirty and irksome to public; the marquee is one of your biggest selling factors. (3) Don't leave blank spaces; if XSS misses up occasionally, a local sign I>ainter can do the job quickly. (4) Don't slough olT kid patronage because they pay so little; they're tomorrow's adult admission moviegoers. (Continued on Page 29) PresshDok Award Many tlicatremcn arc apt to take for granted that invaluable aid to showmanship — the pressbook. For that reason, we devote this space in each issue oj FILM BULLETIN to recognize those presshooks thai best serve the needs of theatre showmen. In this issue, the Pressbook Award goes to — BENEATH THE 12-MILE REEF HOW HIGH CAN GlNiMAA^rt Aspire? to touch the stars and penetrate the ocean's depths„.;^mk "ew realm of ■ nneiit never photo In the third pressbook on a CinemaScope picture 20th Century-Fox has repeated the exciting qualities that featured the campaign manuals on "The Robe" and "How to Marry a Millionaire". A king-size 32-page selling approach has been evolved by Charles Einfeld and his boxofficcrs that should aid showmen in making this a boxoftice hit. The ads, 19 pages of them, are tailored for a variety of theatre situations. Especially eflfective are the large display jobs (portions of top and bottom of a 5-col., 203-line ad are shown). Outstanding also are the presentations of how to launch "12-Mile Reef" in "CinemaScope style"; three pages of publicity features (and you can add a fourth with Terry Moore's recent publicity in Korea); three TV cards and two complete radio campaigns; a wealth of exploitation stunts and an elaborate display of the posters and accessories available from National Screen. Like CinemaScope, this pressbook is an exciting experience. you entertaiia never possible unfil now! MOORf ROLAND P«g« 28 FILM BULLETIN J«nu<ry II, l?S4