Independent Exhibitors Film Bulletin (1954)

I'.ontinued from Page 28) lu ball was kept rolling with siicli stunts (in o-op with a used car dealer) as a battered ir peppered with bullet holes, bannered and cut around town as a getaway car; at the ircmiere, the car was auctioned ofF with proleds going to charity. Plane-born banners lotted the sky over Miami; local race track tiad a race dubbed "The Miami Story Handi;ip"; soda fountains throughout the city had , "Miami Story Sundae". Some 5(),0(K) iK-cial messages went out in a direct mail ampaign, from lists supplied by local organizations. Climactic stunt at the premiere 1,1(1 the film prints delivered to the three luatres by armored truck under guard. The uvvspapers, radio and TV caught it all and ransniitted it to the public. Impetus generik'd by the Miami three-theatre premiere -hot the film into upstate openings with ^ratifying results. New 'Jolson' Pressbook (Olumbia's reissue of "The Jolson Story" [features a new pressbook incorporating the Mirectional sound factor that has been added |o the picture. IMg catchlinc in all the adpublicity-exploitation facets is "Greater (Than Ever With 1954's Miracle of Sound!" It's a must for efpiipped theatres. Briefs Ten forthcoming UA releases will be plugged on the new NBC-TV network show, "Your Lucky Stars," beginning Sunday. May 15. The fabulous Disneyland, a $9,000,000 amusement park project that will cover a 160-acre tract in California, peopled with Disney characters and exhibits, is expected to be ready for opening next year. 20th-Fox special events director Leo I'illot Model in medieavel costume — ah, those good old days! — generated impressive publicity for opening of "Prince Valiant" at the Town, Balti"lore. Mgr. holds spear used as part of bally. kicked off the midwest promotion on "The Rocket Man" with field trips to Indianapolis, Toledo and Cincinnati to set up the regional hallys. Metro's "Executive Suite'' practically dominates the May 3 issue of Newsweek, taking over the cover, an inside description on Page 15, an article on the first news page telling how "Hollywood Discovers Drama in Business", and a five-page feature review. Cosmopolitan's May issue has six pages of art and stories on Walt Disney's most famous heroines and the girls who inspired them. Same issue has Louclla Persons citing RKO's "Carnival Story" with star Anne Baxter in the spotlight. UA wants to invite Millions to be its guest at the Sutton for the New York opening of "Man With a Million". Only trouble is there are only a handful of "Millions" in the five boroughs' phone directories. But if your name is Million(s), you're in. Beverly Garland is going over big with her p.a.'s on behalf of Columbia's "The Miami Story." The brunette has covered Miami, Hartford, Boston, Cincinnati, Pittsburgh and New \'ork, garnering attention via newspapers, TV and radio. Off-the-amusement-page ads, using a news format, were responsible for top-heavy grosses at the Goldman Randolph and Goldman Theatres in Philadelphia. Above, one of the series of ads on "Indiscretion of an American Wife"; below, news aype ad on "Miami Story." Both hypoed business, with "Indiscretion" getting a house record for a Columbia picture, topping the previous mark established by "Miss Sadie Thompson." Striking display for 20th-Fox's "River of No Return" at N. Y. offices of Trans-World Airlines. Location filming in Canada was basis for airline coop, with TWA reciprocating with scene stills and star shots of M. Monroe and R. Mitchum. 'Riot' OK'd in Prison Journal A limited but impressive audience will know about the authenticity of Walter Wanger's "Riot in Cell Block 11" for Allied Artists release. Current issue of The Prison Journal, in an article entitled "What Have the States Done About Riots", terms the film "masterful . . . Walter Wanger has (lone an outstanding job . . . He has not tried to appeal to the sensational . . . simply because he does not have to." Showmen may not quite share the writer's feelings about "sensational" opportunities, but they'll find the going easier in getting co-ops from local penal institutions. Card To Ooor Man?or FREE ADMISSION Jo JUBILEE TRAIL H€LL'5 HALf AC«£' TOUR NUMBtR IS COME AT ONCf lO THE IS I A.\TO\ TiiKATni: mW/h AND If TOUR NUMBER IS POSTED — TOO WIU Bt OUR GUEST TO SEE TWO OUTSTANDING HATURIS . . . "III'LI /S IIAIJ ACHK" wllh EVEITN KETES & WENOEll CORET «...! "H IIII.KK THAU" Slorrlng VERA RAlSTON-f ORREST lOCKER JOAN LtSUI Stanley-Warner manager Al Plough in Philadelphia used the lucky number gimmick to bally Republic's "Jubilee Trail" and "Hell's Half Acre", with pretty model and big poster as the eye-attractions. FILM BULLETIN May 17, 1954 Page 29 L