Independent Exhibitors Film Bulletin (1954)

/ I (Continued from Page 22) Host of Tie-Ups By Disney Fnr 'Rnh Rnv' Pr^rr,^^;,in "Jubilee Trail" Premiere Sets New Orleans Agog "The most spectacular event in Xcn i Orleans motion picture history'" was the way Paramount Gulf State theatres Gaston I Bureau characterized Republic's world pre'miere of "Jubilee Trail" on Jan. 15th. The (gala affair was so eflfective that Dureau tele' phoned Herbert J. Yates in California the •morning after opening day to report that crosses at the Saenger Theatre had broken all attendance records of any picture that had played the house at regular admissions since 1952. The big shindig began with one of the largest star contingents in premiere history parading down famed Canal Street, renamed by Mayor de Lesseps Morrison, "Jubilee Trail", proceeding through the thronged streets to the Saenger. In addition to the ^tars — Vera Ralston, Joan Leslie, Forrest Pucker, John Russell, Ray Middlcton and Pat O'Brien (and giant Buddy Haer featured in the film). Republic biggies president ^ Htcs and his assistant William Martin Saal. ilcw in from the Coast for the festivities. Sales director C. Bruce Xewbcry headed the list of executives, which included southern division manager Walter L. Titus. Jr.. and Ins branch managers. In the parade also were Gwen Bristow. author of the best seller from which the picture was made, and her lui-band Bruce Manning, who scripted. Prior to opening the ^'atcs, stars and writers manned booths on Canal Street for March of Dimes participation. They made ati average of seven T\" and radio appearances daily, interspersed with newspaper interviews, and autograph sessions. Even Governor Robert F. Kennon and his family l aine in from Baton Rouge for the opening.;, aired on radio and T\' in front of the theatre. Record Air-TV Sendoff For 'Sadie' in Cleveland Manager Howard Higley, of the AlliMi Theatre in Cleveland gave "Miss Sadie Thompson" a T\'-radio sendoff unprecedented in the city's movie history. Higley tied up virtually all of the key air shows, many of them as long as three weeks in advance of opening, with plugs for the film and playdate. Key show was the video stint by Ward Marsh, noted amusement editor of the PlainDealer. Marsh used a "Sadie Thompson" quiz, a "Sadie Thompson" charade and the regular National Screen trailer backed" with music from the film. .Another local TV favorite, Maggie Wulf, had a "look alike" contest running daily for 10 days before opening with various shots of La Hayworth in the film and viewers invited to send snapshots of themselves in similar poses. Among the prizes offered were free dancing lessons from the Arthur Murray and was given photo and feature coverage in some 300 papers throughout the country . . . For the older clientele, Beverly Michaels, ^•■hr, ;« (leliciouslv bad in L'A's "Wicked At Republic's world premiere of "Jubilee Trail ", biggest !n New Orleans history, top, Louisiana Governor Robert Kennon and the missus with president Herbert J. Yates and his'n, Vera Ralston, who stars in the film. Bottom, huge crowds that braved rain, to witness arrival of stars at the Saenger Theatre. studios. .\nd therein. incidcntall> , lies a tale of how exploitation multiplies. The .Arthur Murray officials were so impressed with the wa.\ the program built them up, they volunteered 100 extra gift certificates to be used as giveaways by the theatre and backed the tie-up with two ads in local newspapers. ()ther ozone plugs included disk jockey interviews with .Aldo Ray on radio and T\', a private screening for the platter-spinners Eye-attracting poster for 20th-Fox's "Beneath the 12-Mile Reef" engagement at the Roxy on display at the Going Places Bureau of the Brooklyn Eagle. M-G-M Winds Up 'Lucky T Contests; Cost Around $21,000 Metro wound up its "Lucky 7" showmanship contests with a total of $6200 in cash to 22 winners and payment in full for the winners' campaigns. Latter figure was undisclosed; approximation in the trade, however, ranged around $15,000 for the campaigns. In its recap, of the entire campaign, Metro's record shows that individual theatremen, despite financial limitations, outscored circuit representatives in the final tally. Cash prizes in each of the seven contests, which were concluded with campaigns on "Easy To Love", were $500 for theatres in the over 100,000 population category; $250 in the 10,000-100,000 group and $100 for those servicing under 10,000 population towns. Chains Boost 'High Water' Preem for March of Dimes 20tli-Fox's world premiere of the CinemaScope "Hell and High Water" to reach the nation via a March of Dimes benefit debut at the Roxy, has received full cooperation pledges from the RKO, Skouras and Brandt circuits. The chains will engage in a batch of activities heralding the debut — and selling tickets — with cross-plug trailers, lobby cards and displays to plug the event . . . \'alue of proper screenings was proved once again to gain important backing when L'A had a special viewing of "Beachhead" for the U. S. Marines. Following the Marines refusal to cooperate on the film while it was being filmed on location in Hawaii, a screening of the completed film for the big brass was arranged in Washington. Result: Defense Department and Marine officials reversed themselves, gave full approval to the film as "a terrific picture" that "will help the Marines". Joseph's AMP A Talk Gives Hints on New Systems Selling Merchandising and promotion of the new screen techniques, a problem as anxiously eyed by the nation's exhibitors as a bride's first cookies — and too often as leaden — was the topic of John Joseph's remarks to .AMPA's showmanship school. W'hile Joseph, who is advertising-publicity director for Cinerama, reported on the deluxe system's results, his findings should be of benefit to all showmen. For one thing, the initial film had no stills available. The attraction had to be sold in copy or by some faked art of Cinerama's action to bring it to public attention. The triple-strip film couldn't be lined up properly for still effect to get "useable art" in the ads. (Continued on Page 22) FILM BULLETIN January 25, I9S4 Page 21